A Roundup of News, Tools, Events and Thought Leadership from the World of Account-Based Funnel Management
By John Saxe, Scratch Marketing + Media
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 tie them up with a bow for you to peruse. Enjoy the week’s news!
ABM News, Reports, Stats and Stories
How Marketers Can Change Customer Behavior By Understanding and Changing Theirs First
March 21, 2017
Giles House, MarTech
In this article, Giles House highlights that two-thirds of companies that have implemented ABM strategies in their marketing plans have seen success that can be directly attributed to this methodology. However, the author contends, there are few companies in this category. Giles argues that marketers — even (and especially) successful ones — have a difficult time changing their behaviors and, therefore, continue using outdated processes that compromise their efficiency.
The Scratch lens: While the author makes a lot of sense with his assertion that marketers need to get comfortable with always adapting their approach based on the current context in which they’re operating, he’s not advocating for the fundamental change that will make a real difference for an account-based methodology — realigning sales and marketing around an integrated, rather than sequential, approach to reach and envelope top prospect accounts. As long as sales and marketing operate independently to generate individual leads and nurture them until they achieve sales-qualified status, they’re not taking an account-based approach, regardless of what they want to call it.
How ABM Can Drive Your Content Marketing Strategy
March 23, 2017
Shari Johnston, MarTech
Shari Johnston, SVP of Marketing at Radius, shares her insight on ABM by explaining the marketing process at Radius. This brief article offers a high-level look at the intersection of account selection and content marketing, specifically how identifying your ideal customer (by industry, for example, or other attributes like the specific MarTech solutions they employ) can make the job of prioritizing content development within an editorial calendar easier. She summarizes the steps required for a successful strategy and emphasizes the importance of creating a cohesive relationship between a sales and marketing department.
The Scratch lens: This ~600-word article is interesting but a bit too short to provide any level of detail on how Radius executes on its ABM strategy. I would have liked to have seen examples of the “rich, personalized content” that the author says their segmentation efforts led them to develop. While the article does not offer much to those looking for the HOW of account selection, segmentation, and content prioritization, it does make the case for taking such an approach. And that’s a start.
Tools and Tips: The Martech Angle on ABM
Full Circle Insights Launches ABM Solution
March 23, 2017
Alexander Neely, DMNews
Full Circle Insights, a maker of sales and marketing solutions programs, announced the launch of its new lead-to-account matching solution, MatchMaker. The solution, built on the Salesforce platform, will enable users to generate and convert leads with account-based marketing analytics. Matchmaker is a 100% native Salesforce App Cloud product that enables automated Lead-to-Account matching, Lead-to-Contact conversion, and Lead-to-Salesperson assignment.
“Today’s marketers, with all the technology and information, do not have time to clean up lead data – it’s impossible,” said [Senior Product Marketing Manager] Peng Fong. “Matchmaker bridges this gap for marketers and delivers them a single-source of truth.”
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