The Latest from the Go-to-Market Experts
November 28, 2015
Flipping Funnels Weekly: Predictive MarTech, Smarketing, and Scaling ABM
In this edition of Flipping Funnels Weekly, we share a great article on how predictive marketing can help you better target the right accounts in ABM. There’s also a great piece on how account-based marketing can better align your sales and marketing teams. To round things out, we share great tips on how to scale ABM.
1. 80% of Marketers Using Account-Based Marketing Believe that Predictive Marketing is a Critical Piece of the MarTech Stack
Predictive marketing is a very important component of ABM. Every marketing strategy begins with identifying your target accounts, and in this article by Rachel Lefkowitz, we learn just how critical predictive marketing can be in this process.
- Identifying your target accounts is the first step to becoming an account-based marketing organization. Because predictive demand generation uses data to determine the best accounts to target, your ABM efforts become much more focused and effective.
- Using a predictive strategy allows marketers to have relevant conversations with the right people on their terms.
Today’s buyer journey has changed drastically. Buyers are self-educating — they do their own research, and interact with brands on their own terms, making decisions about the brand before ever contacting a sales rep. With great change comes great responsibility, and that responsibility has landed on marketers.
One of the key components of ABM is targeting and successfully advertising to your key accounts. By making all interactions as personal as possible, you gain a better close rate and improve your customer experience. In this article by Kelly Waffle, EVP & Co-Founder of Markistry, we learn the importance of personalization in all customer interactions.
- Personalization is more than just adding a name to the greeting. It is really about creating an individual and relevant customer experience based on data and insights.
- Most marketers that leverage personalization only apply it to known prospects or customers. Imagine if you could get ahead of the game and begin engaging with anonymous prospects. It could be significant enough to be identified as a new revenue stream.
If you are not leveraging personalization today, please make it the one enhancement to your marketing tomorrow. Personalization is a key pillar of success for many channels such as email, website, and advertising.
This blog post written by Mark Emmons, a writer for LeanData, gives readers an insight on just how helpful ABM is to bring sales and marketing teams together. Emmons shares many statistics from a recent survey about sales and marketing relationships before and after ABM in addition to quotes from sales and marketing professionals.
- Organizations using Account-Based Marketing are seeing quantifiable improvements in the sales and marketing relationship that are upgrading their ability to close more deals.
- The focus is on pursuing those high-value accounts rather than spending time generating vast numbers of leads that are not qualified and can lead to friction between the teams.
The survey found that communication and trust issues exist between sales and marketing. A deeper look, though, revealed something encouraging. Respondents indicated that cooperation is measurably better at businesses that have adopted an ABM strategy.
Mike Telem, VP of Product Marketing at Marketo, gives us a great article highlighting the future of Digital ABM. A large part of ABM is reaching your target audience across many channels and this article highlights how to use technology to best reach your prospective customers.
- The ability to directly engage with prospects at the earliest stages of their journey, while they’re just beginning to look into your product, is priceless.
- Digital ABM helps build a bridge between sales and marketing efforts by letting companies pursue the “big fish” and target them with much more accurate laser guns, instead of the traditional nets, spears, or harpoons.
Today, marketers have the opportunity to not only target, but also engage directly with the right people from the key accounts they’ve identified— and they are able to do this much earlier in the sales cycle.
In this article written by David Crane, Content Marketing Manager at Integrate, we can read the most important stats that prove that ABM is better than the traditional lead-based marketing strategy that you are currently using.
- B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company.
- A fully developed account-based marketing strategy enables marketers to engage key personas at their target companies, which is why more than 80% say that ABM outperforms other marketing initiatives.
Heightened alignment via ABM is meant to directly challenge the 50% of sales time wasted on unproductive prospecting.
Learn more about ABM and the T.E.A.M. account based marketing framework:
- Target – Create a target account list for ABM
- Engage – Account based advertising
- Activate – Account based sales enablement tools
- Measure – Account based analytics
See the full Terminus account based marketing platform.
Check out some account based marketing examples.
Learn more about account based marketing services.
Terminus: an account based marketing software company.