Here’s something you might have figured out about ABM by now: success might look different from what it looked like in your company’s pre-ABM era. Maybe you don’t know what it looks like at all — which wouldn’t be surprising, considering research shows that 82% of ABM programs fail to achieve measurable success.
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Before predictive analytics, content marketing – and marketing in general – raised a lot of question marks. When a piece of content was hot, you’d get to enjoy the surge, but not have any great insight about what was making it work or who was really enjoying it. Content that would flop would simply flop – you’d know not to do that again, but why?
50% of B2B brands admit that they don’t have buyer personas in place, according to a survey conducted by B2BMarketing at the end of last year. Considering the success we’ve seen researching and creating buyer personas in order to improve our predictive model, we thought this would be a great topic to delve into.
MRP paired up with TEMO Marketing to host a virtual roundtable during which attendees could discuss and ask questions about predictive marketing with Cary Correia, MRP’s SVP, Advanced Analytics.
Qualifying leads, validating contacts, profiling accounts, curating content, communicating, researching: these are a few of the ingredients that go into the sales lead management process to achieve a successful ABM campaign, so when you finally get to reap what you’ve sown, it’s a rewarding feeling.
In spring 2016, MRP was fortunate enough to be able to speak with some of the brightest marketing minds in the field of Account-Based Marketing. Our guest, Jill Kaplan is the Director of Marketing at Cisco and helped build the company’s pipeline in the Americas.
Outbound sales and marketing tactics are integral to any type of marketing campaign, but it’s no coincidence that ABM is far and wide considered to be so valuable. Consider this: in a survey by Forrester Research, 86% of marketers attributed their ABM success to predictive marketing. Pinpointing key personas at target companies and then tailoring their content strategy to those personas using predictive data is what gives ABM tactics a big performance boost.
Thanks to the onset of new-and-now digital marketing channels, today’s B2B marketing strategists have begun shying away from direct mail marketing as their platform of choice. Because it’s a traditional platform in a sea of new and exciting digital marketing media, it gets a bad rap. If you’re forgoing direct mail in your B2B marketing campaign, you could be costing your company valuable leads.
You’ve hit your stride in targeting the right accounts and closing high-quality deals, but your job isn’t done yet. Reflecting on how far your campaign has come can help you to not only celebrate your successes, but also to identify and explore whitespace.
When the deed is done and you’ve curated a highly-targeted list of accounts, some of which are at just the right stage in the buying process, what comes next? The execution stage is critical in your ABM strategy, so now is the time to push forward. This is your checklist for using your list of targeted accounts wisely.