Your ABM Questions Answered With

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What is Account-Based Marketing?

Account-based marketing (ABM) is a strategic B2B approach that concentrates sales and marketing resources on a clearly defined set of target accounts that matter the most to the business (in terms of revenue potential or strategic importance).

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What kind of technology do I need to implement Account-Based Marketing?

Account Selection: Data and predictive analytics tools that help identify and prioritize target accounts.

B2B Databases: Detailed quality contact information, including real-time triggers, that maps to accounts.

Account Insights: Behavioral and intent data tools that provide insight into the behaviors of key decision-makers and their interests.

Engagement: Tools that allow engaging key contacts in the channel (web, social, media, email, advertising, etc.).

Measurement: Analytics tools that provide reports on key ABM metrics, allow testing and optimizing tactics, and attributing financial results to specific initiatives.

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How do personas work in an ABM campaign?

ABM and personas help marketers understand more than just a company name and titles—they allow marketers to work hand in hand with sales to develop persona-based journey maps.

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What is ABM 3.0?

ABM 3.0 also known as Demand Unit Based Marketing is a more evolved version of ABM in which conversations are orchestrated with individual Buying Group members around on ways to help them fulfill their business needs.

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How nurturing works in Account-Based Marketing?

With ABM, you can nurture leads with utmost personalization. Each lead will involve in a one-to-one conversation with relevant selling group members.

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What is the best channel to use and why?

Account-based marketing focuses on multi-channel outreach to the target audience. While selecting the channels you should consider:
  • Industry
  • ROI
  • Persona
  • Content type

There is no best channel, you need to leverage the right channel based on persona and context

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How to improve revenue with ABM?

Here are 5 best ABM practices that B-to-B marketers should follow:
  • Focus on right target accounts
  • Target all key stakeholders in a single account
  • Deliver personalized experience in every touch points
  • Decide on the Best Channels for Your Campaigns
  • Get sales and marketing in the same room
There is no best channel, you need to leverage the right channel based on persona and context

STRATEGY

What has been the success statistics with ABM over the years

Almost 85% of marketers who measure ROI describe ABM as delivering higher returns than any other marketing approach; half of those marketers saw significantly higher returns [ITSMA]

Organizations with tightly aligned sales and marketing functions experience 36% higher customer retention rates and 38% higher sales win rates [MarketingProfs]

More than 90% of marketers believe that ABM is essential to B2B marketing [SiriusDecisions]

ABM had higher ROI than other marketing activities, according to 97% of marketers in a survey [Alterra Group]

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What makes an ABM strategy different from traditional demand generation marketing?

Unlike with Demand Generation that tries to spread the company gospel to as many individuals as possible, ABM focuses on specific, targeted accounts as a whole.

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Why should we develop an ABM strategy?

    Account-based marketing allows organizations to highly target their top strategic accounts. In doing so, marketers tend to do a few things:
  • Align closer to business objectives by focusing on top opportunities for revenue and growth
  • Align closer to sales by helping them reach their target goals more directly
  • Provide a much more personalized customer experience

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