Account-based marketing means marketing to a set of accounts that fit an ideal customer profile (ICP), based on the common traits of previous and existing customers. These common traits can be identified by your sales team and by examining and comparing data points in your CRM. To successfully identify an ideal customer's traits, your CRM must contain quality data. What is quality data? Read on to find out.
Even if your Account-Based Marketing (ABM) strategy has been producing results, you may have recently noticed a decrease in conversions or a blip in your revenue stream. These are signals that indicate it’s time to revisit that ABM strategy and see what needs to be revised to reflect changes in your B2B audience or the trends and desires driving their purchase decisions. You might want to look at refreshing content, focusing on growth, and personalization.
ABM takes considerable practice to achieve what it’s capable of. However, it’s well worth the trial and error to determine what data will move the needle and how you can measure its effectiveness. Its personalized approach can fuel customer growth and your bottom line — all you have to do is sidestep some common mistakes to see it get traction.
It takes the communication and commitment of every team involved to launch an ABM campaign that balances quality and timeliness. Everything—from the big idea to the execution—must be unified. A connected approach will not only improve the distinctiveness of your campaign, but will work to galvanize corporate stakeholders and ultimately your brand’s reputation.
According to a 2017 Forbes article, over 98% of customers are switching between multiple devices in a single day. In order to evolve and keep up with customers, three approaches to marketing have emerged: multi-channel, cross-channel, and omni-channel. Each has distinct advantages and disadvantages over the others, but they are all able to reach customers somewhere on their customer’s journey.
Your email platform should be both a source of insights and a channel of delivery in your ABM program. When your most reliable channel, email, is a part of your ABM program, you can make the content strategy between channels seamless.
While MarTech add-ons can be game changers, they don’t always work that seamlessly, particularly with Account Based Marketing (ABM) add-on tools. Oracle Eloqua allows you to skip the ABM module or add-on because the capabilities to work with an ABM strategy are built natively within the tool.
This installment of the Makers of Modern Marketing series finds us across from Senior Director of Modern Marketing Business Transformation, Kelvin Gee. Gee enables Oracle marketers to adapt to new marketing strategies, like account-based and content-driven marketing, by setting up a framework for success.