ABM is a strategy that aligns stakeholders in sales, marketing and business development from the get go. Together, they decide which potential accounts are most likely to generate sales revenue. Then they tailor their marketing message and medium to them and reach out directly. In ABM’s purest form, you communicate with each would-be account as an individual market, using highly personalized programs that target organizations and their key stakeholders separately. Here’s how to get started.
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.
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.
Nurturing leads may not be in an executive’s job description, but social media broadens the scope of what nurturing is, who can participate and how it is done. B2B prospects who feel a “high brand connection” to a supplier are 60% more likely to consider, purchase and even pay a premium than they are to suppliers with which they have “low brand connection.” In conjunction with content planning, marketing automation, paid advertising and phone calls, incorporate social more fully to create a deeper emotional connection with prospects for a true omni-channel approach to nurturing.
Advancements in social communication and data collection are reshaping the consumer’s experience with B2B brands, and they also give brands the tools for learning how to enhance that experience. However, while marketing departments are adept at using social platforms like LinkedIn to disseminate information and collect data, statistics show that sales teams are getting short shrift when it comes to social training and sales enablement. The roles between sales and marketing may be blurring, but there is still much work to do. This article takes a look at the numbers and what we can learn from them.
A survey by Forbes reveals that most business executives do not have to obtain business information from the office or during formal hours. Actually, 90% of the executives gather information during business trips. 71% get the information when socializing with fellow executives and only 66% collect the information while in the office. More business executives are now comfortable making business purchases through their mobile phones. These statistics serve as a wake-up call to website marketers and developers to realize that creating mobile websites for their companies is a necessity.