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Opportunity Knocks – Uncovering Potential with Account-Based Marketing

In this eBook, take you through through how account-based marketing can help accelerate your pipeline. By cutting through the noise and targeting important decision makers with personalized advertisements, you allow your brand to stand out among the thousands of other advertisements that these executives come across daily.<br>

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Opportunity Knocks – Uncovering Potential with Account-Based Marketing

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  1. Opportunity Knocks Uncovering Potential with Account-Based Marketing

  2. LEADCUSTOMER 2 LEADS. LEADS. LEADS. In recent years, every organization is jumping into marketing automation (MA) as the be-all, end-all platform to capture and sort leads. But is it enough to simply let your MA machine do all the work? Your database is full of them. Qualified leads. Unqualified leads. Duplicate leads. Leads that are highly interested. Leads that only want you for your content. Buried in those heaps of lead and contact records are the ones who will ultimately buy from you. Not only do you have to uncover them, you also have to figure out the best way to convert them into customers. 2

  3. There’s no doubt marketing automation has brought new levels of effectiveness to lead conversions. Gartner has found that companies that automate lead management see a 10 percent or greater increase in revenue in 6-9 months. And DemandGen reported that nurtured leads produce, on average, a 20 percent increase in sales opportunities over non-nurtured leads. With sales and marketing, however, it’s never enough to rest on your laurels. And trends change and evolve like a PENDULUM SWING, first one extreme to another before coming to rest somewhere in the middle. We’ve seen the swing go from high customer interaction via phone calls and personal emails to fully automated response. Now, we’re seeing a new way to bring a more personal, focused touch to marketing automation: ACCOUNT-BASED MARKETING (OR ABM). 3

  4. Account-Based Marketing The New Way to Market The growing use of marketing automation has resulted in marketing and sales working more closely than ever before. As a process, it works best when there’s a seamless connection between the two along the entire funnel, from attracting, capturing and nurturing leads to scoring, qualifying and converting leads into prospects and customers, to nudging existing customers to drive upsell revenue. Marketing Sales ATTRACTING Account-based marketing takes this alignment to a whole new level. As a concept, it means a dedicated and attentive approach towards marketing programs and metrics that map to named and strategic accounts. In practice, it encourages sales and marketing to work closely together to evaluate account traction, create a shared list of high-potential leads and prospects, and target them by persona with highly specific tactics. CAPTURING & NURTURING QUALIFYING & CONVERTING NUDGING EXISTING CUSTOMERS 4

  5. Want More Engaging Content? To get the full e-book CLICK HERE

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