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Imagine pouring your heart into an account-based marketing (ABM) program, only to question, "Is it really working?" Measuring the success of ABM isn't just about numbers; it's about understanding the story behind those numbers. Let's dive into the nuances of evaluating ABM success, shedding light on aspects often overlooked. Alignment with Sales: The cornerstone of ABM success is the seamless alignment between marketing and sales. Are your sales and marketing teams moving in lockstep towards shared goals? This harmony is pivotal for ABM, where personalised engagement reigns supreme. Customer Engagement Levels: Beyond open rates and click-throughs, delve into the depth of engagement. How are targeted accounts interacting with your content? High engagement rates are indicative of content that resonates, signalling a successful ABM approach. Deal Acceleration: ABM is lauded for its ability to speed up the sales cycle. Are your targeted accounts moving through the pipeline more swiftly than before? This acceleration is a testament to ABM's effectiveness in nurturing leads. Account Penetration: Success in ABM is also measured by how deep you've penetrated targeted accounts. Are you engaging multiple decision-makers and influencers within an account? Diverse engagement within an account is a clear sign of an impactful ABM strategy. ROI: Ultimately, the return on investment (ROI) tells the tale of success. However, ROI in ABM goes beyond mere numbers; it's about the quality of returns. Are you seeing higher-value deals or improved customer lifetime value? Here's the twist: Success in ABM isn't just about doing things right; it's about changing the way we understand marketing success. It's about crafting stories that resonate, building relationships that last, and driving growth that sustains. In the world of ABM, the journey is as important as the destination. Let this be your guiding star as you navigate through the ABM cosmos, and remember, the true measure of success is not just in the outcomes, but in the impacts that last well beyond the immediate results. #AccountBasedMarketing #MarketingStrategy #SalesAlignment #CustomerEngagement #ROI #MarketingMetrics
Key Metrics for Evaluating the Effectiveness of Your Account-Based Marketing Strategy
quantummarketing-group.com
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Head of Marketing | Board Member & Advisor | Marketing & Business Growth | Brand & Creative Strategy | Ex-Verizon/BBDO | I help brands find their purpose & then activate against it to drive business growth
Like brand, Demand generation is just ONE part of a marketing strategy that drives business growth. It is not a group nor is it the make or break for your marketing strategy and your business. For demand gen to be successful it must be owned at the marketing leadership level & all teams cross-org must be aligned to the strategy because demand gen is way more than paid media. It’s the must-have GTM motion that all companies need. It 👏 involves 👏EVERYONE👏. The lines between brand strategy, demand gen strategy, and lead gen strategy are growing blurrier by the minute! At its core, demand gen is how you attract, inform, capture, & retain demand. It’s like the magnificent middle child between brand building & lead generation/nurturing. It is the tie that binds the top of the funnel to the middle of the funnel. It has to be interconnected to every facet of marketing (& tactic) for it to succeed. 🛑 End of story. 🛑 Now the individual tactics and campaigns used to reach your goal vary and depend on the type of company and the industry. But… 🚫 Demand gen = Clickthroughs 🚫Demand gen = Paid media 🚫Demand gen = Gated content 🚫Demand gen = Lead gen ✅ Demand gen = Brand demand ✅Demand gen = Storytelling ✅Demand gen = Experience ✅Demand gen = Consistency ✅Demand gen = ONE piece of marketing The tactics and campaigns to drive awareness, engage, inform, convert, and retain customers can be specialized. But they should all roll up to the same goal and be communicated accordingly. If you silo demand gen, it won't fire as needed. It requires marketing leadership at the helm with the rest of the leadership team at its back to complete the goals. And for it to succeed, the entire organization has to be aligned to its purpose, its strategy, & execute against as needed. CMO, CEO, CRO, Marketing, Sales, Ops, & even Product.😍 🤟 Just a thought… P.S. How obvious is it that I LOVE marketing? 😜 Just don’t judge me on the video production. P.P.S. If you like this then please share & re-post. After all, LinkedIn is just as much about sharing ideas as it is about networking. #brand #demandgeneration #b2bmarketing #consumerawareness
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Imagine pouring your heart into an account-based marketing (ABM) program, only to question, "Is it really working?" Measuring the success of ABM isn't just about numbers; it's about understanding the story behind those numbers. Let's dive into the nuances of evaluating ABM success, shedding light on aspects often overlooked. Alignment with Sales: The cornerstone of ABM success is the seamless alignment between marketing and sales. Are your sales and marketing teams moving in lockstep towards shared goals? This harmony is pivotal for ABM, where personalised engagement reigns supreme. Customer Engagement Levels: Beyond open rates and click-throughs, delve into the depth of engagement. How are targeted accounts interacting with your content? High engagement rates are indicative of content that resonates, signalling a successful ABM approach. Deal Acceleration: ABM is lauded for its ability to speed up the sales cycle. Are your targeted accounts moving through the pipeline more swiftly than before? This acceleration is a testament to ABM's effectiveness in nurturing leads. Account Penetration: Success in ABM is also measured by how deep you've penetrated targeted accounts. Are you engaging multiple decision-makers and influencers within an account? Diverse engagement within an account is a clear sign of an impactful ABM strategy. ROI: Ultimately, the return on investment (ROI) tells the tale of success. However, ROI in ABM goes beyond mere numbers; it's about the quality of returns. Are you seeing higher-value deals or improved customer lifetime value? Here's the twist: Success in ABM isn't just about doing things right; it's about changing the way we understand marketing success. It's about crafting stories that resonate, building relationships that last, and driving growth that sustains. In the world of ABM, the journey is as important as the destination. Let this be your guiding star as you navigate through the ABM cosmos, and remember, the true measure of success is not just in the outcomes, but in the impacts that last well beyond the immediate results. #AccountBasedMarketing #MarketingStrategy #SalesAlignment #CustomerEngagement #ROI #MarketingMetrics
Key Metrics for Evaluating the Effectiveness of Your Account-Based Marketing Strategy
quantummarketing-group.com
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🗺 Diving into Account-Based Marketing (ABM) can often feel like navigating a maze without a map. Without any particular knowledge or practice with ABM, it's hard to know where to start... 🔇 To cut through the noise and provide clarity, I've distilled the essence of a highly effective ABM strategy into an actionable checklist. This approach, refined from the best practices observed in the most successful SaaS companies, is designed to streamline your marketing efforts, ensuring they're as targeted, efficient, and impactful as possible. By aligning closely with your sales team, focusing on your Ideal Customer Profile (ICP), and leveraging a tailored tech stack, you're not just executing campaigns; you're laying the groundwork for meaningful engagement and sustained growth 🌱 . Here's a straightforward checklist to implement a successful ABM strategy that aligns your sales and marketing efforts, optimizes your resource allocation, and maximizes ROI from the get-go: • Align on goals and KPIs with the Sales department to ensure shared objectives. • Define your Ideal Customer Profile (ICP) to laser-focus your efforts. • Identify existing customers who are a perfect match for your ICP to replicate success. • Determine what Unique Selling Propositions (USPs) and channels have worked to tailor your approach. • Equip your team with a comprehensive ABM tech stack for streamlined operations. • Curate a targeted list of accounts based on your ICP for focused marketing efforts. • Pinpoint key decision-makers and influencers within these accounts for direct engagement. • Secure contact details for these pivotal individuals to enable effective outreach. • Craft and prep your ABM campaigns, including personalized content and strategic ads. • Kick off your campaigns with precision, monitoring their progress for insights. • Continuously refine and optimize based on performance data for peak effectiveness. Embarking on this journey might require navigating complex internal discussions and dedicating time to fine-tuning your strategy, but it sets a clear path toward growth and success. What elements do you believe could further enhance this strategy? #ABM #MarketingStrategy #B2BMarketing #saasgrowth #DigitalMarketing
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Partner Marketers shift your focus: from demand generation to brand-to-demand There has been a lot of talk this week about the new dentsu study that shows brand matters more than ever in B2B marketing. That buyers prioritise trust and are looking for brands that can demonstrate expertise and position themselves as genuine thought leaders in their field. Yet in Partner Marketing, "brand" often takes a backseat to demand generation. And I get it—brand budgets and campaigns typically sit with the individual companies, while Partner Marketers are measured on pipeline and deal progression. But here's the thing: brand awareness for individual companies is different from brand awareness for an alliance and its joint solutions. Does your target audience understand how your joint solution addresses their specific challenges? Do they see both you and your partner as trusted thought leaders? Here’s a stat that’s hard to ignore: IT decision-makers are already 75% through their buyer journey by the time they engage your sales team. So how do you ensure your alliance is visible early enough to influence and convert? Here are a few concepts that have worked for our clients: ✅ Brand-to-Demand Programs A content hub designed specifically for partners, housing a mix of content that spans the buyer’s journey, from awareness to demand. Embedding this hub in trusted environments (like tech new sites) helps establish thought leadership, build visibility, and, most importantly, generate leads. ✅ Thought Leadership Content Produce content that genuinely addresses your audience’s pain points—without being product-centric. Demonstrating expertise through educational content will position your alliance as a trusted advisor. ✅ ABM Display & Demand Gen Target key accounts with a mix of display advertising and gated content, surrounding decision-makers with messaging that resonates at every stage of the funnel. Want to learn more about Brand-to-Demand and how we can help your alliance to stand out? DM me or check out our website https://lnkd.in/ejFRBB4V #partnermarketing #brand #brandtodemand #b2bmarketing
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Account Manager at Ishaanvi Trends Collection | Passionate First Generation Fashion Entrepreneur | Crafting Dreams, Sustaining Hope 🌟
Lead Gen vs. Demand Gen? Unleash the Power of Marketing Beyond Content Gating and MQLs! Welcome to the future of marketing where innovative strategies rule: 1️⃣ Common sense prevails: Let's shift our focus to practicality and logical thinking. It's time to break free from outdated practices and embrace creative solutions. 2️⃣ Providing value: The key to success lies in offering genuine value to your audience. Rather than solely focusing on lead generation, prioritize delivering meaningful content that people crave. 3️⃣ Quality messaging matters: Don't underestimate the power of well-crafted messages. Concentrate on crafting compelling, personalized content that resonates with your target market. 4️⃣ Customer-centric approach: In this customer-driven era, putting the needs and desires of your audience first is paramount. Understand their pain points, listen to their feedback, and tailor your marketing efforts accordingly. 🚀 Embrace change: It's time to step away from traditional methods and embrace innovation. By adapting to new technologies and evolving marketing practices, you can propel your business to new heights. Trust the process, accept internal transformations, and watch your marketing efforts soar to new horizons. Are you ready to embrace the future of marketing? Let's make it happen!💥 #MarketingRevolution #FutureOfMarketing #CustomerFirst #DemandGenRevolution #MarketingEvolution #CustomerFirstApproach #ReachifyMe
Unleash the Power of Marketing Beyond Content Gating and MQLs.mp4
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Silos and prioritization of vanity marketing metrics over revenue come from the traditional horizontal marketing function: a) Horizontal teams have their plans and KPIs instead of the GTM strategy and focus on pipeline and revenue. - Content - traffic - Demand gen - MQLs - Field marketing - MQLs - Client success - NPS - SDRs - # of lead gen touches & meetings booked - AEs - pipeline won b) They are often not aware of the activities of other departments and don't care about their impact on the pipeline aside from Sales. No surprises sales treat marketing as a non-revenue cost center and are going nuts seeing marketing teams celebrating MQLs quota when revenue targets are missed. I bet more B2B companies are questioning their horizontal marketing function now. Instead of changing KPIs or people in the team, they need to shift to cross-functional full-funnel teams that focus on revenue: - Focus on high-priority market segments - Define a narrow ICP including the buying committee and their jobs-to-be-done - Research the buyer journey and the necessary change management for accounts that are not in the market - Define channels of creating awareness, including thought leaders and communities - Develop an approach to engage and connect with the target accounts in these channels - Create and distribute expert content to nurture target buyers and generate demand - Running progressive profiling and account research to develop personalized offers - Track high-intent and engagement spikes to initiate product conversations
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Senior Marketing Specialist | Leadgeneration Specialist | Helping CEOs Generate Leads That Convert into Sales | LinkedIn Growth Strategist
𝐇𝐨𝐰 𝐭𝐨 𝐃𝐞𝐯𝐞𝐥𝐨𝐩 𝐘𝐨𝐮𝐫 𝐒𝐚𝐥𝐞𝐬 𝐚𝐧𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐏𝐥𝐚𝐧 💡 Does your business have a roadmap for sales and marketing success? Many companies make the mistake of developing sales and marketing plans in isolation. But when these two strategies work hand in hand, the results are game-changing. Why is a unified plan important? It ensures that both departments focus on the same target audience, share common goals, and collaborate on customer touchpoints. ➙ Here’s how to build a solid sales and marketing plan that drives results: 1. Define Your Target Audience ➙ Identify your ideal customers with input from both your sales and marketing teams. This ensures that everyone is targeting the same audience, which is crucial for developing effective campaigns. 2. Set SMART Goals ➙ Make your sales and marketing objectives Specific, Measurable, Achievable, Relevant, and Time-bound. Goals like “increase lead generation by 20%” give both teams a clear path to follow. 3. Develop a Content Strategy ➙ Create valuable content that resonates with your audience at every stage of the buyer’s journey. Sales can provide insights on common customer pain points, and marketing can tailor the messaging accordingly. 4. Implement Cross-Channel Campaigns ➙ Use multiple channels (social media, email marketing, paid ads) to reach your audience where they are. Ensure consistency in messaging to build trust and brand awareness. 5. Measure, Analyze, and Adjust ➙ Use analytics to track your progress. Regularly review your performance data to see what's working and where adjustments are needed. Flexibility is key to long-term success. A unified sales and marketing plan boosts efficiency and leads to higher conversions. Keep the teams aligned for long-term success. How are your sales and marketing teams collaborating to create a unified plan? Share your insights in the comments! DM me for digital marketing advice to take your business to the next level. #SalesAndMarketing #MarketingStrategy #SalesPlan #BusinessGrowth #TeamAlignment #DigitalMarketing #MarketingPlan #BusinessStrategy #LeadGeneration #RevenueGrowth
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Great read on ABM strategy by Pierre Herubel! Pierre's recent article on ABM strategy was a fantastic exploration of this targeted marketing approach. Here are some key takeaways that resonated with me: 🏎 Shifting Focus: ABM moves beyond the traditional ICP-based outbound strategy. Instead, it meticulously curates a list of high-value companies that are the perfect fit for your product or service. 👑 Personalization is King: ABM emphasizes crafting marketing messages and outreach that directly address the specific needs and interests of each target account. This tailored approach fosters deeper connections. 🤝 Building Relationships: At its core, ABM is about establishing strong relationships with the key decision-makers at your target accounts. This focus on relationship-building is essential for long-term success. 📈 Powerful ROI: When implemented effectively, ABM can deliver a significantly higher ROI compared to traditional marketing methods. If you're looking to refine your marketing strategy and target high-value accounts, then I highly recommend checking out Pierre's article! #ABM #marketingstrategy #targetedmarketing #ROI #sales https://lnkd.in/gv-vqjuq
How to Create an Account-Based Marketing Strategy (ABM) (Full Guide)
pierreherubel.substack.com
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Marketing & Customer Experience Manager | Customer Experience Architect | Strategic Innovation Expert | Agile Project Manager
Sales and marketing alignment is crucial for success, especially when resources are limited. Unlike in established firms, early-stage marketing must focus on a narrow and deep strategy, targeting a select group of ideal customers alongside sales. This approach requires marketers to dive into the weeds, understanding customer pain points and speaking their language. Defining a specific target market and crafting tailored messaging are essential steps often overlooked but vital for success. By aligning marketing efforts with sales and focusing on winning key deals, early-stage companies can prove their product's value and secure investor confidence. How can organizations better align marketing and sales efforts to target ideal customers and increase success in early-stage growth? #growth #sales #marketing
Council Post: Marketing For Early-Stage Companies: Alignment With Sales Is Critical To Success
social-www.forbes.com
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