We got some surprising results from our recent study, where we explored the impact of ABM strategies among over 400 decision-makers in B2B companies. We actually found less misalignment than expected between marketing and sales - and more misalignment between executives and management within each team. Here’s Barbie Mattie’s insights into the what, why, and what’s next of these results - https://bit.ly/3wAdpbu #ABM #accountbasedmarketing #saleseffectiveness #marketingandsales
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A successful ABM program starts with the right target accounts. Our latest blog post explores 10 practical strategies for creating the ideal TAL, from firmographics to engagement history. https://okt.to/yl0tVO #ABMstrategy #B2Bmarketing
10 Tips for Selecting Your ABM Target Account List
https://spearmarketing.com/blog
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In this episode host Ed Marsh chats with B2B Fusion CEO and ABM innovator Jon Russo. Jon brings years of experience with account based approaches, and shares the evolution of ABM (account based marketing) into an integrated marketing and sales approach that he refers to as an ABX Go-To-Market motion. Does that sound like buzzword mumbo jumbo? The product of 20 years as a tech CMO? Well listen in to this episode as Jon breaks it down into practical tips and insights. This is really just an improved approach to traditional target account sales, adapted to the way people buy today. #ABM #AccountBasedMarketing #GTM #AccountBasedMarketingForManufacturers #IndustrialMarketing #B2BSales #IndustrialSales #ManufacturingMarketing #TargetAccounts #TargetAccountSales https://hubs.ly/Q02Jm0Ty0
Jon Russo on Account Based Marketing for Manufacturers
edmarshconsulting.com
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Did you know 66% of B2B organizations surveyed by the CMO Council said their ABM efforts are set to increase? These insights into what B2B marketers reveal about their strategic demand gen initiatives, especially ABM, are interesting and help put into perspective where organizations are currently positioned. #ABM
The Ambition of ABM
cmocouncil.org
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The Importance of Subject Matter Experts in Account Based Marketing SMEs bring a deep understanding of the customer’s industry, challenges, and objectives, which can provide valuable insights into how to tailor an ABM program to meet the customer’s needs. In this article, we discussed SMEs’ essential roles in ABM and how they can help you get the most out of your ABM strategy. https://lnkd.in/eSbVXpBM #abm #abmhero #accountbasedmarketing #marketingstrategy #marketingexpert #leadconversion #marketingb2b
The Importance Of Subject Matter Experts In Account Based Marketing | ABM Hero
https://www.abmhero.com
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CustomerThink Editor's Pick by Howard Sewell Selecting the right target accounts is the absolute foundation of a successful ABM strategy. However, many companies seem to adopt more of a “wish list” approach, as if choosing which accounts to target can be completely arbitrary, or based on whichever accounts sales says they want to chase after, and then ABM will just magically generate engagement and opportunities from those accounts. That can be an expensive mistake.
10 Tips for Selecting Your ABM Target Account List
https://customerthink.com
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On Tuesday, Jon Clarke joined James Keating, CMO at Pleo for a conversation about driving growth amid widespread change in B2B – here’s what we learned 💡 Our webinar, ‘Leading from the frontlines: Marketing-driven commercial growth in the age of B2B transformation’ looked to answer B2B marketers’ burning growth-related questions. Check out our key takeaways below! 💡 Ensure you aren’t “marking your own homework” As obvious as it sounds, B2B marketing leaders need to ensure that they’re aligned with the needs and goals of the business – and that starts with having a level of commercial acumen that makes sure everyone’s on the same page. In a landscape marked by changing buyer behaviours and margin constraints, it’s important to brutally prioritise your objectives. Are you looking for growth alone? Do you want to evaluate your brand and product positioning? Make that clear with C-suite leaders and you have the power to change how the marketing function is viewed within your business. 💡 Balance the long and the short Growth at all costs has been the top priority for most B2B businesses over the past couple of years. But that shouldn’t mean you lose sight of the long and short of demand creation. Roughly 95% of buyers aren’t in-market at any time, making investing in building awareness and consideration in the majority of future buyers a crucial step in driving long-term growth. The earlier you can convince other business leaders of this, the better. And that starts with ensuring you have the right understanding of where your audience is in their buying journey. 💡 Leverage all the data you can How you collect data and integrate those findings into your marketing approach speaks volumes to the changing role of the B2B CMO. Surrounding your prospects’ buying group as quickly as possible is key in converting across increasingly complex purchasing journeys. Understanding your Ideal Customer Profile and audience segments; Using predictive analysis and propensity modelling; and leveraging A/B testing can all enable you to prioritise where budget should be spent for the most impact. The aim is to eventually incorporate your insights into full-funnel attribution approach that clearly showcases where and how marketing spend impacts the commercial value of your business. 📺 Want a deeper dive into James and Jon’s conversation? Watch the full webinar on-demand here: https://lnkd.in/evMnw7Q3 #TransmissionB2B #GTMStrategy #B2BMarketing | B2B Marketing
Leading from the frontlines: Marketing-driven commercial growth in the age of B2B transformation
brighttalk.com
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Do you even need to scale ABM? 🤔 A controversial question from our table at this morning's ABM Club in London, hosted by the lovely team at EI Global B2B Marketing Intelligence. Such fantastic discussions and plenty of ideas exchanged, all around the topic of scaling ABM. A few notes I scribbled down... 🎯 Define what 'scaling' means to you: is it replicating 1:1 activities to new accounts, is it broadening to a handful of accounts with an industry approach or common challenge, or is it about targeting a much larger set of accounts? We even had an example of 'scaling back' to reduce the number of 1:1 accounts supported. ABM is managed differently in every organisation, so make sure you document what it means to you and set clear expectations internally. 🎯 How do you scale to more accounts, without diluting the impact and essence of ABM? Do you have the right resource & tech stack in place, sufficient budget, buy-in from sales? Does this mean existing 1:1 accounts get less attention? Could a broader 1:many ABM campaign sit with a different department internally? Consider the impact it will have on your team and the business and weigh up the pros and cons. 🎯 Who is putting pressure on you to scale? Is there an expectation from sales or marketing leaders to touch more accounts, to support more teams, to generate more revenue? Or do you think you should be scaling because everyone else is? Ask yourself 'do I need to scale ABM right now, or should I continue to focus and deliver value for my existing 1:1 accounts?'. Again, depending on your ABM maturity, this is going to vary dramatically between organisations, but make sure you have a clear strategy in place. So many other pointers and takeaways, so thanks again to everyone who joined and shared their experiences Xavier White Neil Bacon Nickie McDade Kate Tomlinson Emma Hewage (to name but a few) and thanks EI for organising Tony Jarvis Rachel Reasbeck.
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Love the methodologies shared in “Account-Based Marketing Foundations” by Sangram Vajre! He clearly discusses how to implement an ABM strategy from curating a target account list to analyzing the data to measure success. 10/10 Recommend Check it out: https://lnkd.in/eSNUW5-6 #b2bmarketing.
Certificate of Completion
linkedin.com
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Our Marketing Technology Consultant, Saad Sifate, shares insider tips on creating B2B personas and segmentation strategies that drive real results. Here’s what you’ll discover: ✅ How to truly understand your ideal customer’s needs and pain points ✅ Proven tactics to deliver personalized messages that resonate ✅ Strategies to maximize your marketing ROI Click here to read the full blog: https://lnkd.in/gJPabCyb #B2BStrategy #B2BPersonas #PersonasSegmentation
The Power of B2B Personas and Segmentation
https://demandspring.com
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Not all ABM metrics are equally important. The key is to use metrics that are relevant to your 'specific' ABM goals. If your goal is to increase account engagement, metrics like website visits, content downloads, and webinar attendance are relevant. If your goal is to accelerate the sales cycle, you look at metrics like sales cycle length, deal size, and revenue. Using relevant metrics helps you track what matters most to your business goals. It eliminates the noise of irrelevant data. Your ABM metrics can be divided into 2 main categories: 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐥𝐞𝐯𝐞𝐥 𝐦𝐞𝐭𝐫𝐢𝐜𝐬 To understand the behavior and engagement of individual accounts. They show how a specific account is interacting with your brand. This can inform your strategy for that specific account. Examples - account engagement rate, account influence, and pipeline velocity. 𝐏𝐫𝐨𝐠𝐫𝐚𝐦 𝐥𝐞𝐯𝐞𝐥 𝐦𝐞𝐭𝐫𝐢𝐜𝐬 To understand the overall performance of your ABM program. They give you a bird’s eye view of how your strategy is working across all accounts. Examples - total target account engagement, program ROI, and overall pipeline impact. It’s important to track both the account and program levels. This dual-level approach allows you to see both the forest and the trees, so to speak. You can identify trends at the program level, and then drill down into individual accounts. You'll know the why behind those trends and exactly where to optimize. For example, if your program-level metrics show a decrease in engagement, you can look at your account-level metrics to identify which accounts are driving that decrease. From there, you can develop targeted strategies to boost engagement with those accounts. And that’s how the right metrics help make data-driven decisions for optimization. PS - I post insights, playbooks and comics on ABM and B2B marketing. Follow for more. #b2bmarketing #gtmstrategy #accountbasedmarketing
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