The B2B marketplace has been in an ABM renaissance, if you will, for the past several years. The ad tech space, in particular, has seen itself homing in on account-focused offerings to help organizations get in front of the right stakeholders at target accounts — where and when they need to engage.
As the maturity of account-based strategies within the B2B marketplace continues, practitioners are finding that a unified organization around account frameworks and goals consistently leads to more authentic relationships with current and potential customers.
This was the main topic of discussion amongst attendees and speakers at the 9th annual #FlipMyFunnel Conference in Boston. Speakers and industry thought leaders agreed that while the tech landscape enabled many practitioners, it also prevented many from offering authentic, human-like customer experiences. The adoption of account-based strategies has helped organizations begin to reassess their go-to-market strategies to increase efficiency.
Most marketers don’t automatically think of data and analytics when it comes to ABM. However, industry experts agree that ABM is a data and analytics challenge because you have to leverage data and analytics to understand who you’re going to target, what you’re going to say to them and how you’re going to drive action throughout the company based on the accounts that matter most to you.
Folloze, an account-based marketing (ABM) platform, has announced the availability of ABM Content Plays, a new product which aims to help marketers drive engagement throughout the buyer journey via highly targeted, multi-touch campaigns. The company also released updates to its platform designed to give marketers more control over the scheduling, visibility and overall management of their ABM campaigns.
ABM Content Plays is designed to connect marketing and sales teams. According to Folloze, marketers can use the feature to build content plays, which can then be passed along to the sales team to better engage stakeholders within target accounts.
The product aims to help users:
Updates to the platform’s ABM capabilities position users to manage how often ABM campaigns are released to the target audience, as well as whether they are sent immediately or scheduled for a later date. Campaign visibility and control has also been increased, with new features enabling marketers to:
“By consistently providing high-value content journeys, salespeople can leverage the platform’s power to act as trusted advisors, helping prospects overcome their business challenges,” said David Brutman, Co-Founder and Chief Product Officer of Folloze, in a statement. “Our latest release makes it extremely easy to turn any content board into a content play and customize it ‘on the fly.’ The result is a win-win: more informed prospects who are confident in their buying decisions, and sustainable relationships with much shorter sales cycles for sellers.”
Webinars have been firmly established as a go-to tactic to drive top-of-funnel leads over the past decade. The ability to present thought leaders on hot topics to a wide audience has been a successful format for many B2B brands. However, many marketers are now realizing they need to refresh that tried-and-true model with more creative applications that can effectively engage more targeted audiences at all stages of the funnel.
To enable B2B businesses to make a purchase decision, every stakeholder within the buying unit must be on board. To accomplish this, marketing and sales must align under one common goal to accelerate deals within buying units to create more opportunities — and potential revenue.