Existing account-based marketing platforms have their roots in serving the needs of early-stage organizations. Why? Their needs are easier to solve and are within reach for an early-stage tech startup. These VC funded platforms face tremendous pressure to create short term revenue traction and the inevitable shift to prioritize short term decisions. This pressure results in the development of channel-based, narrow silos of activity we now know as the “ABM Platform.”
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The power of account-based marketing (ABM) to deliver ROI is indisputable. Companies using ABM report at least a 10% increase in revenue, with some as high as 30%, according to Demand Metric. ITSMA reported 87% of marketers said ABM outperforms their traditional marketing investments.
Marketers who rely solely on intent data or predictive analytics are missing out on valuable insights that can help simplify their ability to build ABM programs that deliver more relevant marketing and more significant revenue impact.
The debate over ABM best practice struggles to make sense for sophisticated demand generation teams. Why? For organizations with a wealth of market experience, you already have sizable investments in lead generation, you have multichannel programs, scoring methodologies, and reporting, and adding a new and disconnected strategy and technology is more likely to confuse audiences, break measurement systems, and drive up the cost of acquisition. If you’re an enterprise-class marketing organization, adding a new silo of activity and measurement doesn’t make sense.
Global, life-changing events are making an indelible impression across the technology industry, including some of the key players. Read this report to understand the inside view of how working from home is impacting unified communications and video conferencing solutions.
In today's programmatic era, the ad ecosystem has lost sight of the role advertising plays in delivering value to the parties that matter. In an era of unimpeded automation, driven by the adoption of the VC backed AI-powered ad platforms, marketers are still risking brand perception and CX and lost billions of dollars to ad fraud and non-viewable impressions.
As we asserted in our recent white paper, Humanizing the Account-Based Marketing Experience, a marketing/sales duo that doesn’t respect each other can torpedo even the best Account-Based Marketing (ABM) program. While many of today’s account-based marketing and sales strategies are powered by technology and AI, the human element (knowing who your customers and prospects are at a deep level) is critical.
The fact is that intent data isn’t predictive… it’s backward-looking, it poses significant latency as a marketing trigger, and it involves a lot more than a subscription with a single vendor. Intent certainly helps identify accounts, but it is a very one-dimensional view of the information needed. Intent data swells up over time, so your intent provider may be pointing this out to you late because they didn’t capture enough of the signal early enough to let you know in time, or you get too many false positives. Marketers often get this wrong, and there is a tremendous amount of pressure to do something with all the tools that they have. But measuring success by delivering content to accounts that display implied intent, at best, will only drive awareness or provide the wrong level of content to prospects who could be in market for a different solution that you have.
Today, a mere one in three channel marketers are confident that they can optimize their MDF spend. Perhaps this is spurred by the fact that 59% say they have zero visibility into their marketing-generated pipeline or historical campaign analytics, and 78% complain of poor lead conversion. To this point, channel marketing programs have largely mirrored B2B marketing best practice – to generate and process leads, with a focus on efficiency and quantity. It makes sense, we all want more leads, and it would be great if they were less expensive.
An effective ABM strategy must be humanistic — for both the company looking to roll-out account-based marketing, as well as the target market. We need to look beyond the technology, tools, and tactics used to plan and execute programs. People make purchase decisions…not accounts.