I’ve recently seen marketers declaring account-based marketing a failure and have been taken aback by the idea. Failed isn’t a term I would choose to describe ABM. Marketers have been doing ABM successfully for years.
Terminus unveiled new product announcements tied to the growing need for account-based companies to better understand their target account lists, how they engage with potential customers and how it impacts sales conversations. The company’s new Account-Based Platform intends to help marketers better plan, execute and measure account-based marketing and sales efforts.
While account-based marketing (ABM) has proven to deliver higher ROI than other types of marketing, if you use ABM by itself, you’re missing out on potential revenues. That’s because marketers also need inbound demand gen tactics to supplement and support ABM. In fact, 90% of the market is running either demand generation, or a mix of both demand gen and account-based marketing (ABM).
Imagine a marketing approach that values quality over quantity, cares more about conversations than sales pitches and — oh yeah — is said to achieve higher ROI than other activities by 97% of marketers.
If there was still any doubt that account-based marketing had arrived as an official category and major driver for B2B organizations, the Demandbase ABM Innovation Summit held last month in San Francisco put them to rest. Consider just a few of the developments from the event:
The concept of a funnel is not foreign to seasoned marketers. For years, companies have touted different shapes of funnels, upside down funnels and even the death of the funnel. While the funnel view does not perfectly explain the complexities of the B2B buyer’s journey, it does provide a useful guide for creating a winning marketing strategy.
RollWorks, a B2B growth platform and a division of AdRoll Group, struggled in the past to align numbers from its sales and marketing teams to ensure successful lead nurturing. In an upcoming webcast hosted by Demand Gen Report, Jessica Cross, Head of Account-Based Marketing at RollWorks, will discuss how the company used hyper-personalized advertisements and direct mail packages to target outbound accounts and boost conversion rates.
Welcome to my new blog series, "Behind the Marketing," which is inspired by the classic VH1 series, "Behind the Music," but with a B2B marketing twist. Each month, I will spotlight a cool, eye-catching and thought-provoking campaign or project — and the marketers behind them.