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      B2B Marketing Blog

      How to Do ABM at Scale with Account-Based Demand

      As B2B marketers, we look for frameworks and models to help improve how we run marketing. Unfortunately, frameworks often fall short of our needs. Frameworks usually come in two flavors, they are either based purely on inbound strategies, or they are based purely on outbound strategies. But most companies use both inbound and outbound.

      It simply is not realistic to expect an organization to use just one strategy. Both strategies have its merits. 

      If you're doing some outbound activity, you probably think account-based marketing makes a lot of sense. It aligns growth between marketing and sales, enables marketing to be more focused in their messaging, and enables marketing to influence the entire funnel. Most of all, it helps companies grow faster.

      However, pure account-based marketing can be limiting. By definition it excludes profitable inbound marketing tactics such as content marketing and SEO, and can be an expensive to build fully personalized campaigns for each target company. So there's a scaling problem here. 

      So, how can you get the benefits of account-based marketing yet do it at scale? The answer is Account-Based Demand.

      Keep reading How to Do ABM at Scale with Account-Based Demand

      Topics: account based marketing, account based demand

      Central Account-Based Marketing Problem Solved With Lead To Account Mapping

      Roughly 17M results are returned from Google when searching for account-based marketing (ABM) technologies, which means there’s a wealth of content being generated around this topic.

      Keep reading Central Account-Based Marketing Problem Solved With Lead To Account Mapping

      Topics: account based marketing, account based reporting

      Best Practices For Identifying And Developing Marketing Personas For ABM

      When transitioning into the account-based marketing (ABM) mindset, one of the critical changes is thinking in terms of accounts instead of leads. You’re not just marketing and selling to whichever individual downloads your content or interacts with your website, you have to be thinking about the entire account -- the whole team of people on the other side involved in the eventual decision.

      To be able to understand and wrap your head around the multiple people that you want to engage within a target account, it’s essential to think about personas. These are the types of key stakeholders that you expect to be involved in the deal.

      To create great personas that will help both your marketing and sales teams be successful, you must understand how to do two things: 1) identify your multiple personas and 2) develop each of their profiles.

      Keep reading Best Practices For Identifying And Developing Marketing Personas For ABM

      Topics: persona, account based marketing

      The Account-Based Marketing Reporting Framework For Marketers Obsessed With ROI

      We have a tremendous opportunity to use account data to understand which accounts we should invest our account based marketing efforts.

      Every marketing technology vendor is talking about account-based marketing this year. And for good reason. Understanding the effects of account-based marketing is becoming possible with the increasing engagement data we have access to, and the sophisticated predictive models available.

      With all the buzz and technology advances around ABM, there’s a need for a framework to help marketers approach reporting. After all, if you can’t connect marketing efforts to revenue, how do you justify investing in it?

      In this post, we’ll look at the strategic moves you can make around performance measurement and reporting when doing account-based marketing.

      Keep reading The Account-Based Marketing Reporting Framework For Marketers Obsessed With ROI

      Topics: account based marketing, account based reporting

      Why ABM Marketers Need A Predictive Account Engagement Score

      When it comes to account-based marketing measurement, one of the most important metrics (after revenue) is account engagement.

      An account engagement score is the final middle-of-the-funnel metric that wraps up the success (or lack of success) of existing marketing efforts into an effective and easy to use tool for the marketing and sales teams to prioritize accounts that are most likely to become customers.

      Specifically, it informs the sales team when to strike, it helps the marketing team understand where to spend more time, and more broadly, it’s a great leading indicator of revenue.

      Keep reading Why ABM Marketers Need A Predictive Account Engagement Score

      Topics: account based marketing

      How Companies With More Than 100 Employees Measure Account-Based Marketing [DATA]

      Earlier this month we released the ABM Metrics Report, an analysis of how B2B marketers view their account-based marketing efforts -- the challenges, plans, and metrics they use to measure success. Today, we’ll break down the survey data to see specifically how companies with more than 100 employees measure ABM.

      Keep reading How Companies With More Than 100 Employees Measure Account-Based Marketing [DATA]

      Topics: account based marketing

      Optimize Account Based Marketing for Revenue with Latest Bizible Release

      No matter where you look, account-based marketing (ABM) is the hottest topic for B2B marketers in 2016. As with many new methodologies, embracing the concept is often the first step, but proper implementation can bring its own challenges. SiriusDecisions recently discovered that while “92% of companies recognize the value in ABM, going as far as calling it a B2B marketing must-have, only 20% have had full programs in place for more than a year.”

      One of the many challenges facing potential practitioners lies in how to measure the success of their ABM program. Crucial to the measurement of ABM success is determining how much revenue these marketing efforts are contributing.

      Keep reading Optimize Account Based Marketing for Revenue with Latest Bizible Release

      Topics: account based marketing, account based reporting

      What We Learned From Our Latest Account-Based Marketing Campaign, CMO Box [Data]

      As our marketing team here at Bizible has transitioned to a more ABM-centric marketing strategy, we’ve been experimenting with various ABM tactics, including changing our LinkedIn ad strategy to an ABM-focused one. This past month, we continued to experiment with different  ABM campaigns by launching our first account-based mailer campaign.

      We sought to reach marketing executives at target companies by sending special boxes full of goodies straight to their desk. Here’s how we did it, as well as the results of the campaign and what we learned.

      Keep reading What We Learned From Our Latest Account-Based Marketing Campaign, CMO Box [Data]

      Topics: account based marketing

      ABM Metrics Survey: A Sneak Peek At Some Early Responses

      Last week we, in partnership with Terminus, launched the ABM Metrics Survey to help the ABM community better understand the space, where the industry is as a whole, and to help B2B marketers who aren’t yet doing ABM understand if ABM is right for them.

      The survey will be open for several more weeks, but as responses have already started to come in, we’d like to share some of the early trends that we’re seeing.

      Keep reading ABM Metrics Survey: A Sneak Peek At Some Early Responses

      Topics: account based marketing

      Here's The Account-Based Marketing Metrics Cheat Sheet

      As much as marketing reports exist to add measurability to a bunch of actitivities, there’s nothing more gratifying than showing proof of success. For account-based marketing, the proof is in accelerated deal velocities and the rate of new deals.

      Measuring success is the final step, but the seeds for data accuracy and actionable reporting are planted early.

      In this post we cover the tracking and metrics you need to understand what great account-based marketing looks like -- most importantly, what great ABM should look like at your company. 

      Keep reading Here's The Account-Based Marketing Metrics Cheat Sheet

      Topics: account based marketing, account based reporting

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