A Roundup of News, Tools, Events and Thought Leadership from the World of Account-Based Funnel Management
By John Saxe
You want to stay abreast of the latest developments in account-based, but you don’t have time to read everything. That’s where we come in. Each week Scratch Marketing recaps the most recent doings in the account-based world and ties them up with a bow for you to peruse. Enjoy the week’s news!
ABM News, Reports and Stories
LeadGenius Adds a Dash of Artificial Intelligence to Account Based Marketing
February 24, 2017
David Raab, MarTech Advisor
In this article, David Raab, an expert in marketing technology and founder of Raab Associates, describes how LeadGenius is starting to sprinkle artificial intelligence into its ABM process. The article uses LeadGenius as an example to point a spotlight at Raab’s own “Guide to ABM Vendors” and the “four step structure” that it outlines.
Account-Based Marketing: Top Tactics, Challenges, and Goals
February 23, 2017
Ayaz Nanji, Marketing Profs
Research from Ascend2 says that personalizing content is the most effective tactic for account-based marketing. This is a familiar refrain in today’s ABM overture, but respondents to Scratch Marketing + Media’s 2017 State of Account-Based Marketing survey (conducted in partnership with our friends at demandDrive) are striking something of a different chord. Stay tuned — results will be available later this month.
Influencer / ABM Leader Commentary
How Do You Choose the Right Target Accounts for Your ABM?
March 2, 2017
Tukan Das, Business2Community
In this article, Tukan Das, the co-founder of LeadSift, a social intelligence platform, discusses how it is critical to target the right accounts. Das contends that building the proper personas is key to proper targeting, but that many businesses “rely on relatively static metrics to build their personas,” which leads to subpar results. Das suggests that businesses begin to incorporate more dynamic metrics like technographics and buying signals to create a more three-dimensional picture of their accounts.
Traditional Marketing Playbooks for Account Based Marketing
March 1, 2017
Matt Ellis, Business2Community
In this article, Matt Ellis, the content marketing manager for Seismic Software, explores how the term “account-based marketing” lacks a specific meaning and is used inconsistently – a claim backed up by 73% of the 120 marketers who participated in a recent Forrester survey. To remedy this problem, Ellis sets out to create a unified definition of ABM once and for all.
ABM Helps Engage B2B Buyers
March 1, 2017
Beth Viveiros, Chief Marketer
This article delves into the takeaways from Scratch Marketing + Media’s very own Lora Kratchounova’s recent AMA Boston event. Kratchounova contends that offering ABM is a critical way for B2B marketers to stand out in a crowded and noisy market. The article also references the early results from the upcoming Scratch Marketing + Media and demandDrive joint survey (in partnership with demandDrive), including that 74 percent of respondents plan to invest in ABM starting this year.
Align Your Sales And Marketing Teams With Account-Based Marketing
February 26, 2017
John Hall, Forbes
In this article, John Hall, the co-founder and CEO of Influence & Co., provides a really solid top-down explanation of ABM basics while imploring companies that are already practicing some form of content marketing to begin experimenting with ABM as well. The article outlines the various well-tread benefits of ABM including better customer service, more untied teams, and reduced sales cycles. The remainder of the article provides a step by step guide to getting started with ABM.
Account-Based Marketing Is Hot — But Is It Right For Your Startup?
February 23, 2017
Falon Fatemi, Forbes
In this article, two ABM influencer heavyweights, Falon Fatemi, the CEO and founder of Node, an account-based marketing intelligence platform and Craig Rosenberg, co-founder and chief analyst of TOPO discuss the considerations startups must make to decide whether ABM is right for their company. A key point is that industry type is not the most important factor in an ABM decision – target market is. (On a related note, our own Lora Kratchounova published a blog post back in January exploring whether company size should be a factor in determining whether ABM is a viable strategy. Hint: It shouldn’t. Read our post here.)
Tools and Tips: The Martech Angle on ABM
CMO’s Top 8 MarTech Stories for the Week – 3 March 2017
March 3, 2017
Nadia Cameron, CMO.com
Besides being a great roundup article that delves into what the big MarTech players are up to, this particular piece explores Marketo’s massive Project Orion, a codename for their new big data architecture. This project is the largest tech investment by Marketo in its 10-year history and is part of their efforts to extend its marketing automation platform into a customer lifecycle management hub. For our purposes, it is interesting to note that Project Orion includes 12 marketing apps in its platform, including an account-based marketing solution.
Latest from the Scratch Blog: Our own Stories
Sales and Marketing Alignment: It Might Be Closer Than You Think
March 2, 2017
John Saxe (that’s me)
Sales and Marketing alignment is integral to any successful account-based strategy. In listening to the views expressed by sales executives featured at a recent panel discussion at Tufts University, it’s clear that there’s great similarity between the skills, approaches, and mindsets needed to succeed in sales and in marketing, which bodes well for closer alignment as the account-based philosophy takes root.
Multichannel Campaigns: Modern Marketing Architecture
February 24, 2017
Today’s marketing environment seamlessly integrates paid, owned and earned approaches across multitudes of channels, generally called converged media. When armed with a deep understand of your customer, combining paid, owned and earned strategies across multiple channels provides marketers with an end-to-end customer journey model.
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