How to Scale Your ABM Strategy with Account-Based Marketing

Now you understand what ABM at Scale is and why now is the time to scale, let's dive into HOW to make it happen! In our comprehensive two-part guide, part 2 is here to share recommended workflows, practical solutions, actionable insights, best practices, and how to measure success. As today's CMO becomes increasingly accountable for direct contributions to the bottom line, taking ownership of the customer journey and working harmoniously with Sales to reduce customer acquisition cost and maximize customer lifetime value, moves up the Marketing agenda. This 2-part Guide will help you deliver against these demands. Don’t miss out on this excellent read -> https://hubs.li/Q02tVnKk0 #B2BMarketing #ABMatScale #marketinginsights #ABM

🎯 Struggling to make your targeted marketing truly resonate? Unpack how empathy-driven insights and deep research can transform your customer strategy. Master the art of personalized marketing that builds trust and drives growth. ➡️ Read more and take your marketing to the next level: https://lnkd.in/d3wmnDCd #Insights #B2BMarketing #Data

Understanding the customer journey in B2B is like solving a puzzle. 🧩 Each touchpoint matters. Marketing attribution models help us see which efforts drive sales. By analyzing data, we can allocate resources wisely, optimize strategies, and connect with our audience. 🚀 Read more here: https://shorturl.at/pkt0e #B2BMarketing #Attribution #CustomerJourney #DataAnalytics #SalesOptimization

How customer research fits a full-funnel marketing. 1. AWARENESS. Collect insight about ICP: - Challenges - Jobs-to-be-done - KPIs and OKRs - Channels they use for education and research - Topics they are interested in - Feedback loops to improve your content and messaging 2. DEMAND GENERATION. Collect insights on how buyers: - Try to solve their challenge - What false beliefs they have about potential solutions - How are they searching for information to solve their challenge - How do they evaluate vendors 3. DEMAND CAPTURING. Run an account and buying committee research to understand challenges of a specific account and a specific buyer. Do a progressive profiling for the account research. 4. SALES. Collect insights about: - What triggered the buying process - Who is involved and impacted by the account challenge - Why it's important to solve it now - Whose budget will pay for it - Why they decided to talk to you? - How did they hear about you? - What are their purchase criteria? You'll be able to update the buyer journey and align your marketing and sales with it. 5. CLIENT SUCCESS. Interview your Champions about: - Who are the power users - What is the business value of your product (make it tangible) - Before/after status Create internal case studies you can use for upsell. Update your messaging with the collected insights. 6. EXPANSION. Collect insights about: - Other active projects where your product might be helpful - Key buying committee members, and how to approach them - Organizing internal co-marketing activities with your Champion ---- Your GTM strategy should be driven by customer insights, not by the content that evangelizes a specific channel (aka We all should be on TikTok) or generic market research. The more information you'll be able to collect across the buyer journey, the better your pipeline will be. #b2b #gtmstrategy #b2bmarketing

Finding it challenging to navigate through the evolving landscape of demand generation? Data overload, personalization fatigue, siloed teams...the struggle is real! Marketing & Sales leaders: Unlock your demand gen potential by embracing innovative solutions & prioritizing the customer journey. Unleash the power of demand gen & customer focus. Read our free guide: https://lnkd.in/g5Vnx2eH #demandgeneration #marketing #sales #customerexperience

Integrating customer analysis and insights at every stage of the marketing funnel isn't just a strategy; it's a game-changer for businesses. This can streamline sales cycle, enhance customer satisfaction, and ultimately drive growth and success for business. Thoughtful Andrei Zinkevich #CustomerAnalysis #MarketingInsights #BusinessGrowth

After analyzing +100 buyer journeys in InfiniGrow I’m yet to find one that isn’t influenced by BOTH marketing and sales. Unfortunately, most GTM teams completely silo the two: 1. Clearly separate inbound (marketing) and outbound (sales) motions 2. Separate tools, budgets, reporting, or analytics for inbound and outbound 3. Simplistic single touch (first/last) view of your funnel, ignoring everything in between This siloing of inbound (marketing) & outbound (sales) is a symptom of a larger problem: a broken GTM motion. Here’s how you can start fixing your GTM: 🔄 Shift your mindset. Understand that inbound and outbound are an attribute of a single touch point in a complex account journey. 🤝 Unified ownership of your whole GTM funnel. Sales and marketing should work together to create a synergistic impact. 🎯 Marketing should be part (if not lead) the target account selection and prioritization. Leverage external & internal intent signals to improve the account selection, and then run air cover ABM campaigns to warm them up. 🏢 Adopt an account-based view. In B2B, you are selling to a company rather than a single person. 🚶♂️🚶♀️ Understand your persona journeys. You have a group of people who should go through your customer journey, which should be tailored specifically to each persona type. 🔍 Steer away from simplistic single-touch analytics. They drive you to the wrong conclusions because you are missing all the 99% touchpoints in between the first and last. 💡 Unify budgets and resources. Instead of forcing a budget separation, focus on which touchpoints provide more value to each persona at each funnel stage. 📊 Get a complete journey analytics solution. CRMs and old attribution tools weren’t built for this. The goal is to collect all the right data, clean, unify and structure it properly so you can see all the relevant touches in the buyer journey in one place. Your only real solution is to use a next gen attribution tool like InfiniGrow . I am aware that making this shift is challenging—you have to convince and collaborate with your sales, sales development, and leadership teams to make it work. We also know that egos will come into play when initiating that change. But changing your approach will make your GTM motion much more effective than it is right now. Will be happy to hear your ideas. 💬

ZapScale's new ‘Campaigns’ feature empowers SaaS companies with hyper-personalized communication and precision targeting. By streamlining customer engagement, fostering deeper connections, and improving retention, businesses can deliver timely, relevant, and impactful messaging. Ready to transform your CRM strategy? #CustomerSuccess #SaaS #Personalization #CRM #CustomerEngagement #AI

🚀 𝐌𝐚𝐬𝐭𝐞𝐫𝐢𝐧𝐠 𝐭𝐡𝐞 𝐒𝐚𝐥𝐞𝐬 𝐅𝐮𝐧𝐧𝐞𝐥 𝐏𝐫𝐨𝐜𝐞𝐬𝐬: 𝐀𝐝𝐯𝐚𝐧𝐜𝐞𝐝 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬 𝐭𝐨 𝐓𝐮𝐫𝐧 𝐏𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐬 𝐢𝐧𝐭𝐨 𝐏𝐫𝐨𝐦𝐨𝐭𝐞𝐫𝐬 🌟 Building on our foundational understanding of the sales funnel, let's dive into advanced strategies that elevate each stage. By refining our approach, we can transform prospects into loyal customers and, ultimately, enthusiastic promoters. 🎯 𝐏𝐫𝐞𝐜𝐢𝐬𝐢𝐨𝐧 𝐢𝐧 𝐀𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬: Leverage data analytics and AI for accurate audience segmentation and hyper-personalized content. Programmatic ads and retargeting boost engagement by reaching customers at optimal moments. 🤝 𝐃𝐞𝐞𝐩𝐞𝐧𝐢𝐧𝐠 𝐈𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Create immersive experiences with webinars, virtual events, and interactive content. Use marketing automation to nurture leads with personalized email sequences, building trust and strong relationships. 💼 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐢𝐧 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧: Use CRM data to offer tailored product recommendations and relevant case studies. Virtual demos, free trials, and testimonials provide credibility and hands-on experience, making our solution the clear choice. 🌟 𝐒𝐭𝐫𝐞𝐚𝐦𝐥𝐢𝐧𝐞𝐝 𝐀𝐜𝐭𝐢𝐨𝐧: Optimize the checkout process to be intuitive and frictionless. Follow up immediately post-conversion with personalized onboarding and support materials to enhance customer satisfaction. 📈 𝐂𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭 𝐑𝐞𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐄𝐟𝐟𝐨𝐫𝐭𝐬: Implement loyalty programs, provide regular updates, and create upsell/cross-sell opportunities. Act on customer feedback to show their opinions matter. 🔄 𝐄𝐦𝐩𝐨𝐰𝐞𝐫𝐞𝐝 𝐀𝐝𝐯𝐨𝐜𝐚𝐜𝐲: Encourage satisfied customers to share their positive experiences through referral programs. Showcase user-generated content and highlight success stories to build a community of loyal promoters. 📊 𝐂𝐨𝐧𝐭𝐢𝐧𝐮𝐨𝐮𝐬 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧: Regularly analyze KPIs and conduct A/B testing to identify areas for improvement. Stay updated with market trends and emerging technologies to keep strategies innovative and effective. #AdvancedSalesFunnel #CustomerEngagement #BusinessGrowth #SalesOptimization #DigitalMarketing #CustomerLoyalty

Unlocking Sales Potential: Understanding and Leveraging Behavioral Triggers in Marketing Behavioral triggers are powerful tools in marketing that influence consumer actions by tapping into psychological and emotional drivers. This article explores various types of triggers and provides actionable strategies to leverage them, helping businesses enhance customer engagement, build trust, and significantly increase sales.