Demandbase is transforming the way B2B companies go-to-market. Demandbase One is the most complete suite of B2B go-to-market solutions, connecting the leading account-based experience, advertising, sales intelligence, and B2B data solutions so Marketing and Sales teams at the biggest and fastest-growing companies can collaborate faster, share intelligence, and experience explosive growth. Chief Marketing Officer, Jon Miller, has written and published this beautiful new ebook on the evolution of Account-Based Marketing (ABM)… Account-Based Experience (ABX). What
Accounts don’t make decisions, people do. A successful Account-Based Marketing (ABM) program goes after accounts on the strategic level but speaks to people on the execution level. Influ2 defines this as a high-resolution ABM program where the key features include: Drill to the buying group. Go beyond choosing the target accounts: research specific decision-makers comprising buying groups of your target accounts. Refer to the persona definition of your ICP to put together a list of decision-makers
Metadata is the autonomous demand platform that optimizes your social and digital ad spend to help you quickly create more quality demand and pipeline from your target accounts. Their patented AI and machine learning platform analyzes historical CRM data to identify who should be seeing your ads, then a multivariate testing engine tests hundreds of variations and optimizes to what delivers the best results most efficiently. The result is a quality pipeline from target accounts
B2B buying has changed – today’s buyers are anonymous, fragmented and resistant.
At most companies, marketing and sales don’t operate on a level playing field. B2B sales operations have CRM systems like Salesforce to measure performance, including overall company metrics and the granular details of team and individual performance. Since the CRM system functions as the de facto system of record for revenue in most companies, the sales team has data that is credible in the C-suite. Marketing teams use various martech solutions to automate campaigns and
I’m up in Toronto in attendance at Uberflip’s Content Experience conference. Today, we spend the day at Uberflip’s beautiful headquarters and listened to some great speakers. One session that had quite an impact on me was Snowflake’s ABM Director, Daniel G. Day, speaking to how he’d developed an ABM program that’s skyrocketed Snowflake’s sales results. @uberfliphq overflow section for #CONEX is hopping! Beautiful HQ here in #Toronto #torontotech A post shared by Douglas Karr (@dknewmedia)
When I first heard the term Account-Based Marketing a few years ago, I groaned. As long as I had been working for medium and large companies, we had key sales representatives that researched, targeted, and closed major accounts. ABM isn’t just a buzzword, though. ABM has matured into a proven, fine-tuned process with some fantastic tools to help identify opportunities and track them through to a close. ABM continues to skyrocket in popularity and adoption
Pressure on CMOs is quickly mounting as they’re given more direct responsibility for revenue growth, including more budget and systems resources to make it happen. “Great,” you say! Finally some respect for marketers. But the challenge is now they’re being held more accountable for delivering measurable results – and fast. A major barrier to success is marketing teams lack key capabilities needed to measure their impact on the organization’s revenue growth (e.g. information to drive