Once upon a time, account-based marketing (ABM) was called account-based sales. Sales teams would decide which big fish they wanted to go after, and they would tap marketing to create personalized letters and collateral pieces to send to those targets as "door openers."
Despite sinking billions into marketing automation and other marking technology, only 7% of B2B marketers are seeing ROI from their marketing automation spend. At the same time, they are being scrutinized and held accountable to concrete revenue goals.
One-year old Engagio, an account-based marketing (ABM) company, has announced Engagio PlayMaker, a new account-based communications platform for outbound marketing. Engagio CEO and Founder Jon Miller said the new platform is based on “account-based everything” rather than account-based marketing. He described account-based everything as a strategic go-to-market approach for organizations that orchestrates personalized marketing, sales and success efforts to drive engagement and conversion at named accounts.
Oracle unveiled new account-based marketing (ABM) capabilities, available through the Oracle Marketing Cloud. The new ABM features are designed to optimize users’ paid media targeting, enabling them to engage target accounts while simplifying the data management and integration processes involved.
Account-based marketing (ABM) adoption in B2B is soaring; more than 70% of B2B companies have staff fully or partially dedicated to managing ABM-specific programs, according to preliminary findings from SiriusDecisions’ 2016 State of Account-Based Marketing Study. The study results were announced at the Demandbase Marketing Innovation Summit for B2B in San Francisco.
YesPath is an account-based marketing platform designed to help sales and marketing teams build relationships with targeted accounts by tracking engagement, predicting intent and distributing personalized content.
YesPath analyzes large volumes of data about accounts, including data in CRM, marketing automation, website traffic and intent data from a network of more than 2,500 B2B websites. YesPath combines the data into account profiles and tracks accounts' progress through the buying cycle, so that the best content can be selected for an account based on its stage, behavior and interests.
YesPath is delivered as a SaaS application. Pricing is tied to the volume of contacts and the number of sales representatives.
YesPath launched in March 2016. Beta customers included BlueJeans Network, MongoDB, Host Analytics and Kaleo Software.
YesPath brings a data-centric approach to ABM. The platform provides insights about a company’s target accounts, so marketers can develop the right content and send it to the right people.