Data Driven Account-Based-Marketing Strategy

Why Account Based Marketing Is Important For B2B?

Even as buying circles are growing, marketing teams are feeling more pressure to directly impact revenue growth. It’s a core reason that the ABM approach is seeing significant uptake. ABM focuses you on relationships in your highest opportunity, highest-value accounts.

84% of Marketers believe that ABM provides significant benefits for retaining and expanding current client relationships.

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Organizing Account-Based Attribution For B2B

Account-based attribution is a technique for organizing data. It’s about tying your efforts directly to revenue so you can optimize for the right outcome. In most B2B organizations, the marketing team and the sales team have their separate data, and the two rarely overlap. But that needs to change. Your marketing team should care about the sales data as it holds the ultimate key for success revenue.

If you want to be able to grow your pipeline marketing, Deck 7 experts can expand all the stages of the funnel, instead of focusing on just one stage of it. By using multi-touch/full-path attribution analysis to measure the ROI of their efforts, ABM practitioners can make better decisions regarding their budget allocations.

How Deck 7 Can Benefit Your Business With ABM?

· Sales integration, account lists, personalization, targeted outreach, buying signals, account metrics, customer acquisition, and account growth.
· Data solutions for named and target accounts.
· IP and geo location-based targeting.
· Prospect-specific content customization and dynamic content marketing.
· Retargeting and customized advertising campaigns.
· Lead nurturing.
· Waterfall campaigns.

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Best Successful Account Based Marketing Examples.

Goal: have 20% of those accounts turn into opportunities (65% Marketing Qualified Accounts per engagement with a 30% meeting rate)
Marketing: owns initial setup and execution of the campaign, delivers MQAs to sales
Sales: owns follow-up to any responses and MQAs, converts engagement into opportunities
Channels utilized: Human emails from/to multiple players + Direct mail package + LinkedIn profile views + LinkedIn messages + Phone calls + Account based ads.
Target accounts: 300

Key Takeaway: – A Multichannel approach is key for maximum engagement. It’s important to hit all the different touchpoints so we can have everyone’s response and to always deliver value, regardless of the channel.

Account Based Marketing Strategy And Marketing Approach

How do you use and capture the benefits of ABM over other marketing and sales approaches? We do this by combining a strong data-driven approach with our time-tested ABM framework, Deck 7 helps companies scale growth and revenue by creating systems that enhance relevant relationships using highly customizable content. We work with leading companies on several hundred B2B ABM campaigns each year.

To be successful, Account-Based Marketing approaches require not just content marketing but customized marketing, not just demographic data but intent data, and commitment from your marketing team, Connect with a dedicated Deck 7 account manager for best results and for best participation.

Some Key Findings from Doing ABM

ABM is a strategic go-to-market approach that delivers key board-level metrics. Account based marketing improves customer lifetime value (80%), improves win rates (86%), and delivers higher ROI (76%) than a traditional go-to-market approach.
Since its early success, organizations have doubled down on ABM investments in 2019. Companies have increased their ABM spend by 41% in 2019.
More than two-thirds (69%) of top-performing account based organizations now have a dedicated account based leader. The market has caught on—70% of those who started their account based initiatives in the last six months have dedicated leaders.
The Ideal Customer Profile (ICP) of an ABM strategy separates top-performing account based organizations from their peers. More than 80% of the most successful account based organizations believe they have a strong ICP compared to 42% of the other organizations.
ABM is more than just marketing – it is a customized strategy based on the mix of customer-facing functions, marketing, sales development, and sales.
When doing a data-driven research on what factors contribute to ABM success, TOPO concluded that Orchestration was by far the most effective. It not only coordinated sales and marketing’s efforts but also allowed organizations to direct those efforts against the ICP.Then defining the Ideal Customer Profile was found among the top three success factors by 15% of the survey respondents. Having a strong base of ICP has been one of the key differentiators for big players and remains one of the reasons for success.Most businesses look to the right technology for their account based orchestration, however, finding the right technology should not overshadow the need to establish a strong account based strategy first. The same is reflected in the research results, where only 11% of respondents chose technology as a key contributor to account based marketing’s success.

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