B2B Marketing Blog

Is the Buzz Around ABM Justified? A Look at Our State of Pipeline Marketing Data

As Head of ABM at Marketo, I’m always eager to learn how others are doing account-based marketing (ABM) and the success they are having.

We all know that ABM has been exploding in popularity thanks to new technologies that make it possible to execute and measure ABM at scale, like our Marketo ABM and Bizible ABM solutions.

But is that buzz justified?

The only way to find out is to look at the data, which is why I had to look at survey question results from the State of Pipeline Marketing report.

Keep reading Is the Buzz Around ABM Justified? A Look at Our State of Pipeline Marketing Data

Topics: account based marketing

Using Direct Mail to Win More Deals - An ABM Case Study

You’re behind in revenue, but most of the quarter is already passed. Typically, marketing says there’s nothing more that can be done and moves to the next quarter. Not at Bizible!

Before we were acquired by Marketo, we found ourselves behind plan with only a month in the quarter. Instead of blaming sales, the marketing team quickly brainstormed a few ideas to make an impact.

One of those ideas, a direct mail campaign to decision makers at open opportunities, paid off big.

Keep reading Using Direct Mail to Win More Deals - An ABM Case Study

Topics: account based marketing

Demand-gen or ABM: How to Use Metrics to Determine Where Your Prospects Go

Ah yes, the match up of the decade: Demand-gen vs ABM. Two marketing approaches that are battling for B2B marketers’ precious marketing dollars.

Some say that account-based marketing is the way of the future. After all, 87% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities.

But, while this battle makes for great headlines, the truth of the matter is that demand-gen and ABM are actually more like marketing sidekicks rather than rivals.

Keep reading Demand-gen or ABM: How to Use Metrics to Determine Where Your Prospects Go

Topics: account based marketing

How Bizible Uses Bizible To Measure Account-Based Marketing

I have yet to meet a company only doing account-based marketing (ABM). If a company is doing ABM, it doesn't mean they completely stop doing demand generation. We’re no different at Bizible. That’s one reason I coined the term account-based demand.

After a long run of exclusively doing demand generation, we started to see the value of ABM when our average deal size reached about $24,000 of yearly revenue. Because we now do both ABM and demand generation, we think of about measurement of the two holistically: company growth is always the eventual goal of our marketing and the best way to measure that is with revenue.

Before we get too deep in the measurement of our marketing, let’s first look at how we do marketing. For ABM specifically, we have a number of marketing technologies which are critical to our execution success.

Keep reading How Bizible Uses Bizible To Measure Account-Based Marketing

Topics: account based marketing

Introducing the Advanced Marketer's Guide to Measuring Account-Based Marketing

There’s a lot of content on why account-based marketing is a no-brainer for B2B marketers. Now there’s content emerging on measuring the ROI of account-based marketing (ABM). This short article is on the latter.

We’ve written about key ABM metrics you can use to track performance, but we didn’t dive deeper to explain how to generate and visualize those metrics using available tools. That’s why we created an all-in-one ebook on how to measure the ROI of all your account-based marketing activities.

In How To Measure Account-Based Marketing Performance we define the data sources for each metric, and outline the data cleaning steps needed to generate these metrics.

It’s all part of the process of using data to tell the story of how marketing is driving growth. Let’s go over in more depth what you’ll find in the ebook.

Keep reading Introducing the Advanced Marketer's Guide to Measuring Account-Based Marketing

Topics: account based marketing

Bizible’s Guide To SiriusDecisions Summit 2018

SiriusDecisions Summit is one of my favorite B2B marketing events of the year. Not only is it packed with insights from leading industry analysts like Ross Graber, but the amount and quality of networking is completely unmatched.

Keep reading Bizible’s Guide To SiriusDecisions Summit 2018

Topics: account based marketing

How To Get The Most Out Of Demandbase's ABM Innovation Summit

If you’re searching for good information on account-based marketing there are a variety of places to find it. One of those places is the ABM Innovation Summit, sponsored by Demandbase.

Keep reading How To Get The Most Out Of Demandbase's ABM Innovation Summit

Topics: account based marketing

How To Measure The ROI Of Print Marketing

Account Based Marketing (ABM) is a strategy quickly gaining traction among B2B marketers. By bringing sales and marketing together and developing unique strategies for specific key accounts, firms can be more focused, personal and creative in their communications with prospects.

Print materials are important ingredients for every type of direct mail campaign.

To help organizations stand out among the countless emails and calls their prospects receive everyday, print marketing offers a fresh and cost-effective way to advertise and increase awareness of your business.

However, even though print marketing offers value, it can be tricky to calculate its exact value. To improve your print campaigns and get insights for your ABM strategy, you’ll have to measure the ROI of print marketing.  

In this post we will discuss several tactics for measuring the reach of your print advertising material, and the ROI of printed flyers, custom posters and other print products.  

Keep reading How To Measure The ROI Of Print Marketing

Topics: account based marketing

The 5 Types Of Direct Mail Campaigns In B2B Marketing

B2B direct mail seems to be the hottest marketing channel this year. Direct mail has been effective at Bizible and I suspect it will continue to be effective for a long time coming.

Keep reading The 5 Types Of Direct Mail Campaigns In B2B Marketing

Topics: account based marketing, account based demand

How To Launch An Account-Based Marketing Program From Scratch

Launching an account-based marketing (ABM) program can be a daunting task, especially if you’re building a new ABM program from scratch. At LeadMD we’ve found the majority of B2B marketers are early in their ABM implementation. Most are currently researching its viability as a marketing strategy and trying to determine if it’s even a good fit for their business.

The inevitable next step after research is to put together a plan. That’s what we provide in this article.

Launching an account-based marketing program requires database management, getting insights from your customer database, creating content, executing, and performance measurement.

Keep reading How To Launch An Account-Based Marketing Program From Scratch

Topics: account based marketing, account based demand

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