|2019-01-09, 04:13 PM||رقم المشاركة :1|
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ABM is maturing, here are some tools to help build successful campaigns in 2019
If you visit the same restaurant youve gone to for years,*theres probably a waiter who knows your name. They stop by, welcome you back and ask how your family is doing *and instead of asking for your order, they just bring it to the table. And the friends that came with you to this restaurant for the first time? Theyre impressed.
Now imagine youre going to a restaurant for the first time and you have that same experience. You havent had to show up for years to build this rapport, because theyve done the hard work of finding out who you are and what you like. Theres a high likelihood that youll talk about that experience. And theres a high likelihood that youll become a regular customer. Thats what a prospect experiences when an account-based marketing (ABM) campaign is executed successfully.
ABM is more than a trend
As a marketer, youve probably heard the term “ABM” by now. Forresters 2017 Q1 International B2B Marketing Panel Online Survey showed that 36 percent of companies had an established practice of ABM. That figure nearly doubled in the same survey this year, reporting that 61 percent of companies in 2018 now have a mature program, and Forresters Q1 2018 Global B2B Marketing Benchmark Panel Online Survey revealed that mature ABM programs correlate to exceeding revenue goals.
ABM is often described as fishing with a spear instead of fishing with a net. It allows you to focus on the top 20 percent of accounts that can actually drive profitable revenue growth, which means spending less time on developing generic content and instead focusing your energy on specific, personalized content content that actually has a chance of capturing someones attention in a busy sea of noise. ABM provides marketers a chance to succeed in highly competitive markets and even accelerate the sales cycle.
Yet ABM can pose some challenges, especially as the program is in its early experimentation phases. Forrester surveys report that common early ABM challenges include everything from creating personalized content to getting a prospect to engage with it, and even measuring whether the program is working at all.
So how do you move over the hump of early experimentation and into maturity? Its about having the right tech mix.
More ABM Resources
As the practice of ABM is maturing, so are its tools.
Forresters 2018 Q2 Report on the top ABM tools shows that different platforms have different focuses and core competencies, but the majority are either planning on rolling out additional features or going through mergers to offer more. While the landscape is growing, Forrester recommends taking a look at any gaps in these four areas when you select ABM tools:
1. Account selection and intelligence: Do you have the right tools in place to track the high impact accounts for your bottom line? This includes not only identifying these companies, but also selecting key decision makers within those organizations to focus your efforts.
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