As account-based marketing (ABM) gains momentum, companies clearly see the value of identifying high-value prospects and targeting them with customized content. In the B2B marketing environment, successful ABM is the gold standard companies aim for. Achieving this requires the use of specialized tools and tactics, however, or it can be a time-consuming and frustrating process. Predictive analytics is the process of mining large data sets to identify trends and patterns that help companies understand their target audiences and identify risks and opportunities. With multiple different tools to choose from, it’s difficult to find the right one for your requirements.
Account-based marketing, also known as ABM, is a strategy to target the individuals who will buy your products. It takes into account that most B2B buying decisions are not made by a single person, but rather by a collective group of people. This post explains the difference between IP-targeting and cookie targeting, and how to choose what’s best for your firm.
The potential synergy between account-based marketing programs and content marketing offers enough potential to make any informed, savvy marketer excited, but many find the details of implementation a hurdle too high to overcome. One of the trickiest considerations when taking this opportunity in hand is content deployment; poorly handled, it can render the entire endeavor pointless, no matter how perfectly other aspects of execution are completed. To successfully and consistently deploy content within your account-based marketing program, we advise you to take the following steps.
With AdWords Conversion Import for Salesforce®, you can automatically count AdWords conversions for any of the lead statuses and opportunity stages (called “milestones”) that you’re already tracking in Salesforce. This lets you understand how your AdWords results in the most important milestones in your B2B sales funnel. This post explains how the Salesforce-AdWords integration works and how to get started.
Webinars have seen a surge in popularity in recent years with all the savviest B2B marketers—why? Because they excel at high quality lead generation. Simple to produce, the ROI on webinars exceeds most common forms of content. Here’s what you stand to gain by utilizing them well: