Account-based marketing (ABM) – you’ve likely read all about it. Chances are, if you’re not utilizing this particular brand of marketing, you know someone who is. After all, the number of companies using an ABM strategy increased by 21% in the past year alone (source).
Let’s back up a little bit.
Continue reading “3 Obstacles Keeping You from ABM Success”
Account-based marketing (ABM) just had its hype year.
But as Forrester Research explains, companies need to be prudent in how they budget and forecast for ABM. “As a growing hoard of products, partnerships, events, and associations jump into this market with gold-rush-like intensity, B2B marketers are in danger of falling for the fool’s gold of unrealistic revenue windfalls and investment returns” (source: Vendor Landscape: Account-Based Marketing, Q4 2016).
So, what sort of investments does your company need to consider while developing an ABM strategy? Let’s review:
Continue reading “How to Budget for Account-Based Marketing In 2017”
Last week’s blog post took a deep dive into how our sales and marketing teams developed, implemented, and optimized an account based marketing (ABM) strategy to gain adoption for ZoomInfo’s FormComplete. In this post, we look beyond the logistics of the program and illustrate how to bring your own ABM strategy to life by reviewing the 4 biggest takeaways from our campaign.
Takeaway #1: No matter what the initiative, account based marketing works.
Continue reading “What we learned: 4 Takeaways from a Successful Data-Driven Account Based Marketing Campaign”
Analysts and professionals alike tend to argue account based marketing (ABM) is not new. On the surface, this is an accurate statement. HOWEVER, ABM practitioners have evolved the strategy from development to implementation.
So, what does an ABM strategy look like in 2016? Instead of wadding through a series of vague “how-to kick-start your ABM strategy!” talking points, I thought it would be more helpful to examine an ABM program ZoomInfo executed this past summer. In just 90 days, we were able to increase our pipeline by 114% and customer base for this particular product by 30%. Continue reading “The Anatomy of a Successful Data-Driven Account Based Marketing Strategy”
Last weekend I attended a baby shower luncheon for a close friend. It was at a beautiful venue and of course, included a delicious buffet. Upon seeing the spread of food, I instantly grabbed the bigger of the two plates and loaded up on both types of salads, chicken, pasta, veggies, bread and, dessert. Completely unnecessary. I think there is an interesting phenomena with buffets in that your eyes are always bigger than your stomach, simply because it’s all readily available.
Similarly, we are in the middle of a tech stack “feeding frenzy,” and it’s difficult to know which tools to select.
Continue reading to learn why market intelligence is an essential part of your tech stack: Continue reading “All You Can Eat: The Importance of Selecting a Market Intelligence Solution”
This past week, ZoomInfo held the first annual Growth Acceleration Summit. Thank you to everyone who attended, and helped make this event a huge success!
Our mission was to present a full-day conference to educate sales and marketing professionals about B2B lead and demand generation strategies, full funnel and account based marketing tactics, sales enablement, and sales and marketing alignment. But as we reflect, we know we accomplished so much more. Continue reading “ICYMI: Key Takeaways from the Growth Acceleration Summit”
Account based marketing (ABM) is a buzzword, plain and simple. It’s a hot, trending topic. But, ABM has been around a lot longer than you think. It just happened to go by other names: named account strategy, full funnel approach, target account selling, key account marketing, etc. Sales teams all over have been running these strategies for years, so why the sudden interest in this kind of approach now? Continue reading “The Secret’s Out – Account Based Marketing Isn’t Just a “Trend” Anymore”
Bob Peterson is the Research Director in the Account Based Marketing category at SiriusDecisions. On September 13th, at the Revere Hotel in Boston, MA, he will be presenting at ZoomInfo’s first annual Growth Acceleration Summit. In anticipation of his keynote, we sat down with Bob to talk about everything account based marketing.
In a general sense, where is ABM at today?
As a strategy, account based marketing (ABM) is still in its infant stage. That’s not to say organizations are not already experiencing tremendous success from its implementation, though. From opportunity creation, acquisition, and even existing customer relationships, our conversations with sales and marketing leadership indicate astounding proof of concept. For some color, one organization has told us that since implementing ABM, they’ve seen their pipeline grow by 200%. Another said the strategy has led to a 20% increase in average deal size. Continue reading “Account Based Marketing Success: a Q&A with Bob Peterson from SiriusDecisions”
There’s an overwhelming amount of marketing advice out there. So how do you sort through the noise and figure out what really works?
At ZoomInfo, we’ve done a lot of the legwork for you. Continue reading “Marketing Advice: What We Learned in 2015 & How to Improve in 2016”
Did you make a resolution last January, only to give up a few weeks in? Don’t worry, it happens to the best of us. Why not make some marketing resolutions, instead?
These goals are probably more realistic than your average resolution. And as an added bonus, you can keep your boss happy with a plan to start the year off strong. Continue reading “5 B2B Marketing Resolutions for 2016”