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Account-Based Marketing (ABM)

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Marketing Automation’s Next Generation

ABM Delivers the Best of Both Worlds
Marketing automation has always focused on individual B2B prospects, but traditional sales processes leaned towards on named accounts. Account-based marketing (ABM)—powered by marketing automation—delivers the best of both worlds and empowers the next generation of sales and marketing alignment so your company can achieve better marketing conversion and sales close rates. It’s all about precisely targeting by connecting the dots of data, leads, decision makers, and accounts.
 
Data Management
Sales calls on accounts that are most likely to buy—those who exhibit a high lead score. Think of ABM as collective or group lead scoring that’s based on your first-party data or Digital Body Language. Filter account lists by company and run more targeted campaigns to drive engagement and ROI. Power campaigns using data management focused on accounts by industry, revenue, or geography. With your own data and ABM perspective, you can then target anonymous users at those accounts using third-party data.
 
Using a list of anonymous users at your accounts, you can now target them on external websites with data activation. These anonymous users click on the ad and arrive at a customized landing page, targeted to a specific audience or even a specific account. As the prospects view this unique experience, they are more likely to submit the form on the landing page. Once they click the submit button, those anonymous users become known prospects and you can capture first-party information.
 
Lead Management
Modern B2B Marketers live and breathe lead management. But it’s time to look beyond individual lead scoring. With ABM, you can track a cumulative lead score by account, giving you insight into which accounts demonstrate the greatest propensity to buy.
 
You sales team can really see the overall account—especially named accounts—and know when to make the moves that accelerate deals. By knowing influencers and buying committee members, sales knows whom to target and demonstrates a higher level of insight.
 
Account Management
Why ABM? Because it’s all about next generation account management. The goal is optimizing your B2B sales and marketing alignment while delivering a superior collective customer experience. The tool of choice is marketing automation.
 
  • Use a wealth of B2B audience data to use for account-based targeting and personalized campaigns.
  • Target audiences that look like your ideal buyers to generate higher quality leads.
  • Improve marketing and sales alignment to drive conversions and revenue.
 

“ABM helps to evolve the role of marketing to reflect a stronger alignment with sales objectives and customer needs to deliver better execution and revenue outcomes.”

—SiriusDecisions, Account-Based Marketing

 
Related Products
 

Account-Based Marketing

Your marketing budget and sales staff provide a finite set of parameters around how your business creates revenue. You need a way to get the most out of them while delivering on the brand promise and experience your customers expect.
 

Account-Based Marketing: The New Star of B2B Marketers

Argyle Executive Forum, in partnership with Oracle Marketing Cloud, surveyed leading B2B CMOs and marketing executives across the U.S. to better understand how they’re incorporating ABM into their marketing strategies.