In this interview with MarTech Advisor, the CEO and Co-Founder of MRP, Kevin Cunningham shares how marketers can enhance the ROI of account-based marketing (ABM) programs. If marketers are wondering about the benefits of account-based marketing for B2B marketers, then the list is long, says Kevin.
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Existing account-based marketing (ABM) platforms have their roots in serving the needs of early-stage organizations. While this can be construed as a natural state of development for the VC backed, minimal viable product focused tech startup, the short-term decisions based upon speed to market, have resulted in the development of channel based, narrow silos of activity.
B2B buyers engage with brands when the content is in the context of their needs. The quickest way to become unconnected is to shove messages that are irrelevant in the face of target account buyers. Automating sequences of these messages, regardless of how unique the media will do nothing more than scale that irrelevance. As the ABM Consortium stated - Scale is NOT a substitute for intimacy.
Setting up success for the future using marketing qualified leads is a vital way to ensure that your company will push forward and overcome any issues that can emerge as technologies and markets change. To do this, your sales and marketing functions absolutely need to constantly look where they think the ball is going to go instead of hoping that the ball stays in their court.
Video marketing is one of the most powerful storytelling mediums that we have. Not only can it help to build promotional campaigns that are impactful and influential, but great videos can also help to build relationships between your brand and your targeted audience. When videos are viewed by people who are already marketing qualified leads in the sales funnel, you can do more with fewer resources.
So you’ve created an absolutely beautiful website, you’ve got some great content on it, and you are ready for someone to see it - but how do you get them there? Better question: how do you get the right kinds of people there? Attracting people that you can then move into the marketing qualified leads place in the funnel is the goal of any website. However, far too many organizations are falling short because they just can’t make these beautiful websites work for them, and they give up too quickly.