Evolving Your Account-Based Marketing Program [with on-demand webinar]

June 3, 2024 | 4 minute read
Cristal Foster
Manager of Expert Services, Oracle Digital Experience Agency
Kristine Lubeck
Eloqua Professional Services Lead, Oracle Digital Experience Agency
Peggy Sehorn
Expert Consultant, Technical Manager, Oracle Digital Experience Agency
Kaitlin Reno
Senior B2B Consultant for Eloqua, Oracle Digital Experience Agency
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Account-based marketing (ABM) is a marketing and sales approach that focuses on a small number of high-value accounts rather than trying to market to a huge number of potential customers across an entire industry. With this focus, brands then send these accounts highly tailored marketing content and sales outreach to close the initial sale and then grow the account.

Because of that, the best candidates for ABM are brands:

  • With sales organizations
  • With a limited market and relatively small potential customer count
  • Who sell products or services where several stakeholders are involved in the buying decisions 
  • Who have large average deal sizes and long sales cycles
  • Who have opportunities to cross- and up-sell their existing customers

These requirements have made account-based marketing a long-time favorite of many B2B brands, as well as some B2C brands who want to serve their high-value customers better through concierge marketing. However, what has worked for ABM programs in the past isn’t necessarily working today. Businesses and technology have evolved in recent years, so account-based marketing practices need to evolve as well.

In the 47-minute on-demand webinar below, we discuss account-based marketing’s evolution, the functionality you need to do ABM effectively, and share some case studies from Eloqua clients who are doing ABM successfully. However, in the remainder of this post, we’ll highlight major steps in ABM’s progression, including what’s driving the future of ABM.

The Origins of Account-Based Marketing

Even before the term account-based marketing was coined in the mid-2000s, brands were using many of its core tenets. However, in those early days, ABM was shifting away from traditional tactics—direct mail, trade publications, and sales-driven processes—toward more digital marketing tactics, including: 

  • Email marketing
  • Contact and lead-generation forms
  • Lead scoring (MQLs & SQLs) that favors quality over quantity

But despite those advances, some ABM programs became bogged down due to a lack of strategy. Even today, we see this with some of our clients. ABM has to be molded to meet your operations and your needs.

Account-Based Marketing Today

ABM has proven that it can deliver greater overall account engagement, higher MQL-to-SAL conversion rates, and increased pipeline. That’s why adoption of ABM has stay strong despite numerous challenges in recent years.

Shifting Account-Based Marketing Challenges over Time

One of the big reasons that ABM has been resilient is that brands have moved away from a one-size-fits-all approach and embraced tiered programs. With this approach, brands offer varying levels of personalized attention based on account value. For example, brands might:

  • Deliver lots of tailored content and sales rep attention on their top 10 accounts
  • Deliver industry-based content to many of their mid-sized customers and prospects, along with occasional sales rep attention
  • Deliver generalized content to smaller accounts, along with minimal sales rep attention

The 3 Tiers of Account-Based Marketing

Explore how Oracle Eloqua can help you improve your marketing.

What’s Next for Account-Based Marketing?

Marketing platforms have become progressively better at supporting ABM and that trend will continue in the years ahead. The two big areas of focus for the next generation of ABM are around intent data and AI.

Intent data is a type of sales intelligence that collects online user behavioral data based on interests and analyzes that data to identify accounts that are actively researching on the web. Given that only a small percentage of businesses are in-market to buy at any given time, knowing this information allows your program to be more successful and avoid wasted effort.

Of course, AI and generative AI are hot topics across marketing (and just about every other industry, too). For ABM, AI will be used to: 

  • Scale personalization even further
  • Fine-tune audience strategies, helping better define audiences and tailor content and messaging
  • Streamline processes, including prioritizing accounts, customizing workstreams, and improving reporting with generative analytics

Learn how AI can boost your business.

Getting Started or Getting Unstuck

Are you looking to start an account-based marketing program? Or has your ABM program become bogged down? 

Take our free ABM Readiness Assessment to identify potential challenges and get advice on how to proceed.

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Need help exploring or implementing an account-based marketing program? Oracle Digital Experience Agency has hundreds of marketing and communication experts ready to help Oracle customers create stronger connections with their customers, partners, and employees. Handling everything from creative and strategy to content planning and project management, we consistently exceed our clients’ expectations, earning a customer satisfaction rate of 96%.

Explore the marketing automation capabilities of Oracle Eloqua.

For help overcoming your challenges or seizing your opportunities, talk to your Oracle account manager, visit us online, or email us at OracleAgency_US@Oracle.com.

Now completely updated, this blog post was originally published on Sept. 18, 2019 by Nedra Hutton.

Cristal Foster

Manager of Expert Services, Oracle Digital Experience Agency

Cristal Foster is Manager of Expert Services at Oracle Digital Experience. Her background includes 20 years of experience in B2B marketing and over 10 years of experience in the marketing automation space. Her ability to grasp big picture concepts and translate them into tactical execution allows her to partner with clients at all levels to ensure that they continue to optimize and deliver on their digital marketing and automation goals.

Kristine Lubeck

Eloqua Professional Services Lead, Oracle Digital Experience Agency

Kristine Lubeck is Eloqua Professional Services Lead at Oracle Digital Experience Agency.

Peggy Sehorn

Expert Consultant, Technical Manager, Oracle Digital Experience Agency

Peggy Sehorn is Expert Consultant, Technical Manager at Oracle Digital Experience Agency.

Kaitlin Reno

Senior B2B Consultant for Eloqua, Oracle Digital Experience Agency

Kaitlin Reno is Senior B2B Consultant for Eloqua at Oracle Digital Experience Agency.


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