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Making ABM Real: 5 Lessons Every Marketer Should Know

Jamie Hardin ON24The verdict is in: for B2B companies, having an account-based marketing (ABM) program is no longer a question, it’s an essential part of their strategy. In fact, SiriusDecisions recently unveiled a new Demand Unit Waterfall due to the ubiquity of ABM and all the complications that come with it. In addition to giving us a new methodology to consider, it demonstrates ABM’s shift from marketing’s latest shiny object to status quo.

ON24 Introduces Prospect Engagement Profile

1aPEPWebinar marketing platform ON24 launched its Prospect Engagement Profile, which is designed to translate webinar engagement into intelligence. This is intended to help marketers better understand a customer’s buying intent and deliver that knowledge to their sales counterparts.

The 2016 Lead LifeCycle Series To Spotlight ABM, Interactive Content And Data-Driven Funnel Strategies

While the buzz around account-based marketing (ABM) has B2B marketers reassessing their strategies to engage with prospective customers, successful B2B organizations are finding that a full-funnel approach — fueled by data analytics and new interactive content formats — can properly engage and nurture prospects within key accounts. This leads to more personalized conversations for sales reps, and an enhanced customer experience.

These topics (and more) will be discussed throughout Demand Gen Report’s Lead LifeCycle Series, an online webinar series taking place July 18-27. Attendees will be able to access more than 11 hours of content covering the top trends and best practices B2B organizations are leveraging to woo buyers at each stage of the funnel. 

“Our annual Lead LifeCycle Series will provide B2B marketing and sales practitioners with the information they need to further enhance their content, messaging and campaigns,” said Carol Krol, Editor-in-Chief at Demand Gen Report. “From driving leads to enabling sales, this webinar series will have everything you need to accelerate your sales funnel from top to bottom.”

Here’s a quick rundown of what attendees can expect from the two-week-long webinar series.

Fuel ABM Initiatives With Smart Strategy And Key Technology

Expansions in strategy and technology have enabled B2B marketers to better tackle the task of incorporating an account-based approach to the way they market throughout the sales funnel. But one of the main hurdles with ABM implementation is understanding where to start.

During the opening session of the series, Radius’ Shari Johnston will provide a playbook for building the foundation of every account-based strategy. The session will also highlight use cases from ABM veterans who will discuss their ventures with the strategy.

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ABM may be hot, but it’s far from new. In fact, it’s actually a long-established strategy in which marketing and sales teams focus their efforts on accounts (rather than individual leads). Technology has enabled B2B marketers and sales teams to align their efforts and engage with key account prospects — keeping messaging consistent and relevant.

In a session with Act-On Software, attendees will learn how modern technology makes ABM accessible, scalable and repeatable — and how it is delivering some tremendous results. The session will also address the new ABM funnel metrics companies can use to fast-track prospects to final sale.

The combination of processes and technology not only leads to alignment, but also helps companies  identify the best metrics for tracking overall marketing and sales success.

In EverString’s session, the company will discuss how it has aligned sales and marketing, and fed the top of the funnel in the process. This session will also cover how to identify and fix sales and marketing misalignment, outlining key metrics and strategies for maintaining a relationship that enables both teams to work together to increase pipeline.

Increase Engagement And MQL Pipeline With Interactive Content

B2B buyers do not care if you are engaging with them via ABM or not — they expect a relevant and engaging customer experience that is consistent throughout their buying journey. As more and more content is created on a daily basis, interactive content formats are being created to catch buyers’ eyes and keep the marketer’s brand top-of-mind.

Content4Demand will spotlight a common challenge for B2B marketers: While interactivity and cutting-edge content formats are used for the top of the funnel, and the bottom of the funnel is fueled by case studies and more product-focused resources, the middle of the funnel is often neglected. The session will detail how interactive content can be leveraged in the middle of the funnel to nurture prospective buyers within target accounts and nudge them closer to a purchase decision.

Campaigns fueled by compelling content are not only driving better results, such as open and click-through rates, they are also proving to be more cost-efficient in converting and accelerating the flow of qualified leads.

During a session with SnapApp, attendees will learn how interactive and conversational content formats drive engagement and campaign conversion results.

Leverage Digital Body Language For Content Creation, Lead Segmentation

Today’s era of content engagement is changing the marketing playbook, creating new rules for marketers looking to tap into the content needs and preferences of potential buyers. To identify those content preferences, marketers have to leverage a variety of metrics and behavioral analytics to better understand how buyers engage with their brand.

LookBookHQ will highlight how the buyer’s digital body language can help B2B companies identify their most sales-ready prospects and improve conversion rates by leveraging that insight in the content creation process.

Audience data can also bring value to a variety of initiatives across multiple channels. Email is a prime example. Leveraging behavioral insight from key prospects, marketers can segment their database to keep emails as relevant as possible to maximize engagement.

Social123 will discuss real-world examples of how companies are optimizing their audience data to better segment their database and target the right prospects with relevant content. The session will show how segmentation and targeting can help improve messaging and enable marketers to pair top-notch content with key personas.

Once marketers are leveraging their audience data, predictive marketing becomes an option to take campaigns to the next level. Not only do predictive analytic solutions have the potential to enhance lead scoring efforts; the technology may also identify prospects that have been flying under the radar.

Lattice Engines will discuss use cases from CDW, Intel Security and Hootsuite to highlight how predictive analytics enabled these companies to improve conversion rates at various stages of the sales funnel.

More To Explore

ABM, interactive content and data-driven marketing are only a few of the topics Demand Gen Report will cover during the two-week-long series. Some of the other sessions taking place during the 2016 Lead LifeCycle Series include:

  • Full Circle Insights will highlight key strategies for targeted engagement with prospects and timely handoffs from marketing to sales to reduce the risk of missing deals;
  • Vidyard will discuss how video content can help companies at the bottom of the sales funnel seal the deal, as well as enhance onboarding and upsell opportunities; and
  • ON24 will cover best practices and tips for creating mid- and bottom-of-the-funnel webinars that can help drive prospects toward a sale.

Want to learn more? Click here to view the full agenda for the 2016 Lead LifeCycle Series, taking place July 18 – 27.

 

Study: Data Analytics Investment Expected To Rise In 2015

On24 logoInvestment into data analytics tools is predicted to increase in 2015, according to a recent study from ON24. The study shows that a majority (97%) of B2B marketers find that using data analytics has shown enhanced results in marketing campaigns, and 87% of respondents stated they plan to increase marketing analytics spend in 2015.

The survey, conducted by Redshift Research, surveyed more than 220 B2B marketers on how marketing analytics are being leveraged within their organizations. The research also examined expectations for Big Data’s role in the workplace.

To Gate, Or Not To Gate?

TriciaHeinrich headshotShakespeare might have asked “to be or not to be,” but the question “to gate, or not to gate” has inspired some heated debates in our halls, as I imagine it has yours.

However, content marketers see the world in a different way. These marketers push for unrestricted access to content. For content marketers, the fewer barriers, the better. They want content to be easily accessible; they believe that by gating the content you run the risk of future customers dropping off and taking their eyeballs elsewhere. This is underpinned by the belief that we are naturally averse to giving out personal contact information.

ON24 Adds Eloqua To Growing Integration List

ON24 OracleSeveral weeks after its integration announcement with Marketo, ON24 announced that it has integrated its ON24 Platform 10 webcasting platform with Oracle Eloqua.

With the help of ON24’s new Integration Service, metrics collected via ON24 platforms will automatically sync into the user’s Eloqua platform. The metrics can then be utilized in the lead scoring process and aid users in locating leads that are ready to make a purpose.

Marketers Eye Tighter CRM Integration To Improve Buyer Insights

CRM shutterstock 143518591CRM systems have long been the hub of sales activity, but they are becoming an increasingly important tool for marketers.

The evolution of CRM platforms has coincided with the integration of sales and marketing teams, in which marketers are playing a larger role throughout the sales cycle. In addition to generating leads, marketers are being tasked with ensuring those leads result in sales, and the CRM remains the central source of sales activity.

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