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Top ABM Platforms to Drive Your Account-Based Marketing Strategy for 2025

Posted on November 13, 2024January 20, 2025 By Vikas Bhatt

ABM is the holy grail of B2B marketing. It’s all about quality over quantity, using a hyper-personalized approach to reach the right prospects for your business. In fact, effective ABM strategies can boost pipeline conversion rates by up to 14% It’s no surprise that 93% of SaaS marketers rank ABM as a very or extremely successful approach. Yet, marketers are hesitant. That’s because ABM can be expensive and challenging to implement. Fortunately, there are numerous powerful ABM platforms available to automate tasks and grow your pipeline. In this blog, we’ll explore what to look for in an ABM platform, highlight some of the top ABM platforms, and discuss how to select the best one for your needs. What to Look for in an ABM Platform One size doesn’t fit all, and neither does one platform meet every need. That’s why it’s important to compare the features of each platform to support targeted and efficient marketing. Here are essential qualities to consider: Data Integration: A great ABM platform seamlessly pulls data from multiple sources (e.g., CRM, social media, intent data), giving you a holistic view of each account. Reviewing account based marketing stats can help you understand how effectively these integrations drive engagement and conversions. So look for platforms with proven integration capabilities and strong API support. Collaborate with your IT team to create a data mapping strategy. The best approach is to start by integrating critical data sources before expanding to additional channels. Personalization Capabilities: Look for robust tools to customize messages, content, and campaigns tailored to each account’s specific needs and pain points. AI-driven personalization tools that analyze behavior, preferences, and engagement history are highly beneficial. This allows you to craft relevant, tailored messages for each account. Real-Time Analytics and Reporting: Real-time insights are powerful because they make you more responsive. With real-time data, you can adjust strategies quickly to reach your target audience more effectively, maximizing engagement and conversion. Sales and Marketing Alignment: Sales and marketing are the backbone of ABM, so alignment between these teams is crucial. Platforms with built-in collaboration tools, such as shared dashboards, unified data views, and account activity tracking, ensure that both teams can share relevant account insights and streamline collaboration. Scalability: ABM works for both small-scale and large campaigns. As your business grows, choose a platform with tiered scalability options. Start with a small set of accounts and test the platform’s capabilities. Based on performance, decide on expansion options as your ABM strategy evolves. Top ABM Platforms to Transform Your B2B Marketing Strategy Choosing the right ABM platform is essential to driving engagement with high-value accounts. Here’s a look at some of the top ABM platforms available, each offering unique strengths for different business needs: Demandbase Demandbase is a leader in the ABM space, providing advanced AI-driven insights that help B2B marketers identify high-value accounts. By leveraging data on firmographics, intent signals, and engagement metrics, Demandbase enables precise targeting and personalized outreach. Its comprehensive suite, covering everything from account identification to engagement, makes it ideal for large enterprises focused on data-driven decision-making. Terminus Terminus excels in multi-channel ABM, enabling marketers to reach target accounts seamlessly through email, social media, and digital ads. Known for its advertising capabilities and detailed reporting dashboards, Terminus offers a holistic view of account interactions. This makes it a top choice for mid-sized and enterprise companies that want scalable, multi-channel ABM capabilities. 6sense 6sense is ideal for businesses that rely on AI and predictive analytics. By analyzing behavioral and intent data, 6sense can identify accounts that are in-market and ready to buy, allowing companies to engage high-intent accounts at the perfect time. Its predictive analytics capabilities make it an excellent option for companies aiming to time their outreach for maximum impact. HubSpot ABM HubSpot’s ABM tools are tailored for small to mid-sized businesses and integrate seamlessly with HubSpot’s CRM, simplifying the ABM process. With easy-to-use tools for personalizing content, email marketing, and analytics, HubSpot makes ABM accessible to companies without dedicated ABM teams. This user-friendly platform is a great choice for those new to ABM and those looking for a straightforward solution. RollWorks RollWorks offers a robust suite of ABM tools with strengths in audience targeting, account scoring, and analytics. Known for its dynamic advertising and retargeting capabilities, RollWorks helps companies boost visibility and engagement across multiple touchpoints. This platform is ideal for businesses that prioritize advertising as a core part of their ABM approach, enabling them to connect with key accounts through highly targeted, effective ads. Future Trends in ABM Platforms As we approach 2025, ABM will continue to be a powerful strategy for B2B marketing. ABM platforms are rapidly evolving, and several key trends are shaping the future of ABM: AI and Machine Learning: More platforms are integrating AI to identify and engage accounts in real-time, predict behavior, and personalize content at scale. Conversational ABM: Chatbots and conversational AI are becoming a key part of ABM platforms, offering real-time engagement opportunities. Hyper-Personalization: Customizing content based on real-time data and user behavior is becoming a priority, and platforms are evolving to support deeper personalization. Compliance and Data Privacy: As data privacy regulations tighten, platforms are focusing on compliance features to ensure responsible handling of user data. In conclusion: In niche industries with long sales cycles and complex products, closing a deal requires significant effort—making ABM crucial for success. With the right ABM platform, you can maximize the effectiveness of your ABM strategy, engaging and driving sales with high-value customers. Whether you’re a startup or a seasoned enterprise, an ABM platform tailored to your needs is out there. With 2025 around the corner, it’s time to future-proof your ABM strategy for sustainable growth. Need assistance? Only-B2B’s ABM strategy is designed to align seamlessly with your business goals, delivering targeted engagement, personalized account insights, and data-driven campaigns to accelerate revenue growth.

B2B Demand Generation Trends You Need to Watch for a Winning Marketing Strategy

Posted on September 4, 2024January 6, 2025 By Vikas Bhatt

Imagine spending countless hours crafting the perfect B2B marketing strategy—only to find out it’s not just ineffective, but completely irrelevant. Hard truth: Many businesses are stuck in a cycle of outdated tactics; because the rules of the game have fundamentally changed. Demand generation is no longer about casting a wide net; it’s about Precision, Personalization, and Leveraging Technology- to build genuine connections. But here’s the twist: even the most data-driven, well-planned strategies can fall flat if they don’t evolve with the times. So, get ready to embrace the trends that are not only shaping B2B demand generation but redefining it entirely. Let’s get on: Must Read: 5 Common Demand Generation Pitfalls to Avoid Introduction: The Changing Face of B2B Demand Generation B2B demand generation is all about connecting with the right prospects at the right time. But it’s much more than that. In today’s digital world, where information overload is constant, merely reaching potential customers isn’t enough. Modern demand generation requires a blend of precision, personalization, and technology to cut through the noise and build meaningful relationships. Effective demand generation hinges on understanding and addressing the specific needs and challenges of your target audience. This blog explores how you can navigate the latest trends in B2B demand generation, leverage emerging technologies, and measure success in a way that’s both impactful and sustainable. Key Trends Shaping B2B Demand Generation 1. Account-Based Marketing: A Personalized Approach Account-Based Marketing (ABM) is the new king of B2B demand generation. Forget the wide-net approach; ABM allows companies to create tailored experiences that resonate deeply with specific prospects. ABM not only fosters stronger relationships but also leads to higher conversion rates and more efficient allocation of resources. They say ABM is an all-or-nothing strategy. It requires massive investment and effort. Well not really. Scale it. And it will fit the needs of businesses of all sizes. Starting small—with a pilot program is a great approach. Target a select group of high-potential accounts—can provide valuable insights and pave the way for broader implementation. This allows you to experience the benefits of ABM firsthand and assess its potential impact on your business. Must Read: ABM Made Easy: 13 Account-Based Marketing Tactics As Gartner predicts, by 2025, 75% of B2B organizations will use ABM as their primary go-to-market strategy, reflecting its effectiveness in driving ROI. 2. Personalized Experiences: Meeting Buyer Expectations Today’s B2B buyers crave personalized experiences. The experience that speaks directly to their needs. Go beyond simple tactics like including a recipient’s name in emails. You need to understand the buyer’s journey and deliver content that is timely, relevant, and actionable. But scaling and implementing is the real challenge. Especially when your organization lacks the necessary data or tools. Higher engagement rates, and stronger customer relationships- are the rewards when you excel at it. McKinsey’s findings show that companies proficient in this area generate 40% more revenue than their peers So, continue to refine your personalization strategies. This trend will remain. It’s the ultimate driver of your demand generation success. 3. Content Marketing: Quality Over Quantity Content marketing is the heart of B2B demand generation, but the focus is shifting from sheer volume to quality and relevance. The internet is saturated with information. But the buyers will only gravitate towards content that genuinely addresses their challenges and provides actionable insights. Easier said than done. Right? To do it right you will need to understand your audience in depth. Every pain point. Every touch point. And follow it by delivering content that addresses those specific needs. According to Demand Metric, content marketing generates over three times as many leads as outbound marketing while costing 62% less. This highlights the clear advantage of inbound lead generation over outbound methods. A well-executed content strategy, aligned with the buyer’s journey, is vital to demand generation success. Must Read: 9 Demand Generation Books Every Marketing Expert Should Read 4. Social Selling: Building Relationships in the Digital Age Social selling. What is that? Unlike traditional sales methods, social selling focuses on building relationships through platforms like LinkedIn, where buyers are actively seeking information and insights. How it helps? Social selling helps your sales teams to connect with prospects more organically. It allows you to provide value through content and conversations rather than direct pitches. Not only does it build trust but also positions sales professionals as thought leaders in your industry. The impact of social selling is significant. LinkedIn reports that 78% of social sellers outsell peers who do not use social media as part of their sales strategy. As buyers continue to rely on social platforms for research and decision-making, social selling will remain a critical component of demand generation. Emerging Technologies in B2B Demand Generation Artificial Intelligence: Enhancing Precision and Efficiency Automates tasks. Enhance personalization. Provide deeper buyer insights- AI does it all. How? With AI-driven tools you can analyze vast amounts of data. So that you identify patterns, predict outcomes, and optimize marketing efforts. But remember, the effectiveness of AI depends on the quality of the data it’s fed. Without clean, integrated data, AI cannot deliver accurate or meaningful insights. That’s the reason companies must invest in data management and integration tools to maximize the benefits of AI. According to McKinsey’s findings, companies using AI to enhance sales growth; see a significant increase in leads and cost efficiencies. As AI continues to evolve, it will play a central role in demand generation, enabling marketers to target prospects with greater precision and at scale. Machine Learning: Continual Improvement Through Data Machine learning, a subset of AI. It offers the ability to analyze large datasets and improve demand generation strategies over time. Unlike static models, machine learning algorithms learn from new data, allowing them to refine predictions and optimize marketing efforts continuously. However, machine learning is not a “set it and forget it” solution. It requires ongoing monitoring and adjustment to remain effective. With regular updates and collaboration with data scientists, you can make sure that machine learning models deliver accurate and

Measuring the ROI of Your Account based marketing Strategy : Key Metrics to Track for Success

Posted on May 8, 2023September 11, 2024 By Vikas Bhatt

Account-based marketing (ABM) has gained popularity as a marketing tactic among B2B businesses in recent years. Targeting certain accounts rather than casting a wide net has proven to be a successful strategy for generating higher-quality leads and boosting sales. To make sure you are getting the most out of your marketing budget, it is crucial to monitor the return on investment (ROI) of your ABM efforts, just like you should with any marketing plan. In this blog, we’ll examine the crucial metrics you need to monitor to assess the effectiveness of your ABM approach and provide advice on how to raise your ABM ROI. Before we dive into the specifics of measuring ABM ROI, let’s first define what we mean by “account based marketing.” ABM is a strategic approach to B2B marketing that involves targeting specific accounts (rather than individual leads) with personalized messaging and content. The goal of ABM is to build strong relationships with key accounts and generate more revenue from those accounts over time. Read this insightful article about account based marketing framework. Must Read: The Importance of Account-Based Marketing: Past, Present, and Future Key Metrics to Track for ABM Success: To measure the success of your ABM strategy, you need to track a range of metrics that reflect different stages of the sales funnel. Here are three key categories of metrics to consider: A. Account Engagement Metrics: Account engagement metrics measure how engaged your target accounts are with your marketing efforts. These metrics can include things like website visits, content downloads, email opens and clicks, social media engagement, and event attendance. By tracking these metrics, you can gauge how interested your target accounts are in your products or services and adjust your messaging and targeting accordingly. Keeping an eye on current ABM trends can further refine these engagement strategies, ensuring your approach remains aligned with industry best practices. B. Pipeline Metrics: Pipeline metrics measure how effectively you are moving target accounts through the sales funnel. These metrics can include things like the number of target accounts in each stagtypese of the funnel, the time it takes to move accounts from one stage to the next, and the conversion rates at each stage. By tracking these metrics, you can identify areas of the funnel that need improvement and optimize your messaging and targeting to better support the sales process. Understanding the nuances between account based marketing vs demand generation can further enhance these efforts by aligning the right strategy with the appropriate stages of your sales funnel. C. Revenue Metrics: Revenue metrics measure the actual revenue generated from your ABM efforts. These metrics can include things like the total revenue generated from target accounts, the average deal size, and the length of the sales cycle. By tracking these metrics, you can determine the ROI of your ABM strategy and identify opportunities for improvement. Understanding the different types of account-based marketing can help tailor these metrics more effectively to each strategy’s unique aspects. Measuring ROI for Your Account Based Marketing (ABM) Strategy: Once you have identified the key metrics to track for ABM success, the next step is to measure the ROI of your ABM strategy. Here are two key ways to calculate ABM ROI: To calculate ABM ROI, you need to compare the revenue generated from your ABM efforts to the cost of your ABM program. Here’s a simple formula to use: ABM ROI = (Revenue generated from target accounts – Cost of ABM Program) / Cost of ABM Program For example, if you generated $500,000 in revenue from your target accounts and spent $100,000 on your ABM program, your ABM ROI would be: ABM ROI = ($500,000 – $100,000) / $100,000 = 4 This means that for every dollar you spent on your ABM program, you generated $4 in revenue. Must Read: A Guide to Using Intent Data in Your ABM Program Tips for Improving ABM ROI: Now that you know how to calculate ABM ROI, here are some tips for improving your ABM ROI using the keywords mentioned earlier: Must Read: The Most Effective Methods For Creating ABM Target Account Lists Conclusion: Account-based marketing can be a highly effective strategy for driving revenue and building stronger relationships with your target accounts. However, it is important to measure the success of your ABM efforts and calculate the ROI of your strategy. By tracking key metrics such as account engagement, pipeline, and revenue, and following the tips outlined in this post, you can improve your ABM ROI and drive more revenue for your business. Understanding the differences between account based marketing and lead generation can also help you refine your approach and ensure you’re utilizing the most effective tactics for your specific objectives.

7 Steps to Developing a Content Marketing Strategy

Posted on December 4, 2019June 21, 2023 By Vikas Bhatt

Revisiting and developing a content marketing strategy will not hurt anybody who is either just starting out with content marketing or have been using a similar approach for a while now. The objective should be to have an updated, innovative and strong content marketing strategy. What is Content Marketing Strategy? Content marketing strategy is in reference to management of any media that is tangible and that you create as well as own. It can be written, downloadable or visual, you name it. It is a part of your overall marketing plan that continuously shows what your business is and the expertise that you bring to your relevant industry. Even if you are new in the industry, you must have heard by now about the importance of content development in your business growth. However, in this article, you will see how you should be developing a content marketing strategy in a well-planned manner. Must Read: 7 Tips on How to Market Your Business 7 Steps of Developing a Content Marketing Strategy 1. Define your Business Goal Identify what your aim for developing a content marketing strategy is and why exactly do you want to produce the content. You should be clear about why you want to create a content marketing plan. You need to know your goals before you start planning your content marketing strategy so that you can decide easily which strategy is best for your business. 2. Organize Buyer Persona Research To broaden a hit plan, you need to actually outline your content material’s target market – also called your buyer persona. That is especially crucial for individuals who are starting out or are new to advertising and marketing. Through knowing your audience, you could produce extra relevant and valuable content that they will want to read and convert on. In case you’re an experienced marketer, your goal may have modified. Do you need to target a new group of humans or enlarge your current target market? Do you want to maintain the same target market? Revisiting your audience parameters via undertaking market research each year is crucial to growing your target audience. 3. Conduct a Content Audit A lot of people start out with creating blog posts, but if you want to expand your business and try producing different content formats and pieces, determine which one you want to make. For instance, you have been developing a content marketing strategy that includes writing a weekly blog post for the past year, creating an eBook that combines all the blog posts into one single ultimate guide can be one of the ways of offering information into a different format. In case you have been into business for a little while now, check your content marketing efforts and the results that you have derived from it in the last year. Determine what you can do in the upcoming years which will be different from the past year and set new goals to reach. 4. Choose a CMS Have a system in place wherein you may control your content material. Some vital parts of content management consist of content advent, content e-book, and content analytics. These are software systems that allow you to build an entire website without the use of programming. Even better, these systems offer plenty of functions that website owners can use to enhance the user experience (UX) on their websites. Must Read: 8 Super Effective Content Syndication Tools and Strategies For MarTech Experts 5. Brainstorm Ideas for Content If you want to avoid this frightening experience, you need to be prepared with an idea every single time you create content — meaning you need a ton of thoughts. While you are developing a content marketing strategy make sure you add a point to start coming up with ideas for your upcoming content project. With content marketing you can ensure that your website is more SEO-friendly. 6. Determine Types of Content to Create A lot of people would like to start a blog however have problem deciding what forms of content they could post. A few would really like to have mixed content however can’t decide what to pick. Each day we can see distinctive content kinds, and they all have their respective target audience. Certainly, one can’t relate to every content kind there is. Also, there are new kinds of content popping out almost every day. So you need to decide which type of content best suits you. 7. Publish and Manage your Content Your marketing plan must go beyond the kinds of content you will create — it should also cover how you can arrange your content. With the help of an editorial calendar, you’ll be on the proper track for publishing a well-balanced and various content library on your site. Then, create a social media content calendar so you can market and control your content on different websites. Many of the thoughts you think of will be evergreen — they are simply as relevant months from now as they’re today. That being said, you should not forget about well-timed topics either. Whilst they will no longer be the majority of your editorial calendar, they assist you to generate spikes of website visitors. It takes time, company, and creativity to grow a successful content marketing strategy. From constructing the foundation of your content marketing plan to including tools to better manage your content, putting in your strategy for the organization won’t be a problem in case you follow the steps and discover the sources properly. Developing a content marketing strategy includes everything content, from ideas to publishing and promoting to selling. A successful content marketing strategy is the one which is both SEO friendly as well as marketable that helps spread the word about your business.

Account Based Marketing vs Lead Generation: Which Strategy Should You Choose?

Posted on August 21, 2024January 6, 2025 By Vikas Bhatt

“Don’t put all your eggs in one basket.” This phrase comes to mind when choosing between Account-Based Marketing (ABM) and Lead Generation. At first glance, it might seem logical to pour all your efforts into one approach. After all, focusing on either generating leads broadly or targeting high-value accounts sounds like a solid plan, right? But in reality-your business likely has several marketing initiatives running in tandem- each with distinct goals and audiences. And relying solely on one strategy could mean missing out on valuable opportunities. If you want to maximize your marketing impact, you should consider—combining ABM with lead generation. Curious about how it works and why it matters? Keep reading… But first understand what’s Account-Based Marketing (ABM)? Account-Based Marketing (ABM) is a highly targeted strategy that focuses on identifying and marketing to specific accounts rather than attracting general leads. ABM is about quality over quantity—focusing on high-value accounts that are most likely to convert into sales. There are several types of account-based marketing approaches, such as one-to-one, one-to-few, and one-to-many, depending on the scope and scale of your target accounts. Often, campaigns and content are tailored to meet the specific needs of decision-makers within a target company. ABM requires close collaboration between marketing and sales teams. And every interaction should align with the business goals of the targeted account. A well-executed ABM campaign paysoff: Must Read: 5 ABM Mistakes You Can Not Afford to Commit What are the Core Principles of ABM The key principles of ABM include: Personalization: ABM campaigns are designed to speak directly to the needs and challenges of specific accounts. This often involves customizing messaging, content, and offers to resonate with decision-makers within the target account. Establishing account based marketing benchmarks can help measure the effectiveness of your campaigns and identify areas for improvement. Sounds good. But personalizing campaigns at scale can be resource-intensive and time-consuming. To avoid this, you’ll need data-driven insights and marketing automation tools to efficiently create personalized content while maintaining scalability. Alignment of Sales and Marketing: Close collaboration between sales and marketing is a cornerstone of ABM. Both teams must work together to identify target accounts, develop strategies, and execute campaigns that drive engagement and conversions. Implementing a solid ABM framework can ensure that these collaborative efforts are structured and aligned for maximum impact. But remember, simply having a shared goal between sales and marketing won’t work. You need to establish regular cross-functional meetings, shared KPIs, and integrated systems to foster ongoing collaboration. Multi-Channel Engagement: ABM leverages multiple channels to reach target accounts, including personalized email campaigns, direct mail, content marketing, and targeted ads. The goal is to engage decision-makers across various touchpoints and guide them through the buyer’s journey. Identifying Ideal Customer Profiles (ICPs) As always, your first step should be – identifying Ideal Customer Profiles (ICPs). These are accounts most likely to benefit from your product or service and deliver the highest value to your business. ICP criteria include- Once ICPs are identified, you’ll want to tailor ABM campaigns to target these accounts with personalized messaging and offers. Must Read: The Most Effective Methods For Creating ABM Target Account Lists Here is a Step-by-step guide to executing an Account-Based Marketing (ABM): To execute your ABM strategy, consider the following steps: Step 1. Identify Ideal Customer Profiles (ICPs) Define the characteristics of high-value accounts using firmographic and technographic data. Focus on accounts that align with your business goals. Tools: Use CRM tools like Salesforce, LinkedIn Sales Navigator, or ZoomInfo to gather account data and identify ICPs. Step 2. Build a Target Account List Collaborate with sales and marketing to create and prioritize a list of target accounts based on ICPs. Best Practices: Regularly review and update your target account list to reflect current market conditions and your business objectives. Step 3. Personalize Messaging and Content Develop tailored content that addresses the specific needs of each account, such as personalized emails and landing pages. Best Practices: Make sure that your messaging resonates with key decision-makers within the account and speaks directly to their challenges and objectives. Step 4. Implement Multi-Channel Engagement Engage target accounts across multiple channels like email, social media, and direct mail to reinforce your messaging. Tools: Use platforms like HubSpot or Marketo for campaign management. Step 5. Align Sales and Marketing Teams Maintain continuous collaboration between sales and marketing with shared KPIs and regular communication. Best Practices: Set shared KPIs and regularly communicate progress to ensure that both teams are working towards the same objectives. Step 6. Engage Decision-Makers Focus your efforts on engaging key decision-makers within the target account. Use personalized outreach strategies, such as direct messages on LinkedIn or account-specific content, to build relationships with stakeholders. Tools: Use platforms like LinkedIn Sales Navigator and Outreach.io can help you target and engage specific decision-makers effectively. Step 7. Measure and Optimize Campaigns Track engagement and conversion rates, then optimize based on data insights. Regularly analyze this data to identify what’s working and where improvements are needed. Best Practices: Use ABM platforms like Demandbase or Engagio to track and measure account-level engagement and performance metrics. Step 8. Iterate and Scale Based on your performance metrics, refine your ABM strategy by focusing on what’s driving success. Once you’ve identified successful tactics, scale your efforts to target additional high-value accounts. Best Practices: Continuously review and adapt your ABM strategy to keep it aligned with evolving business goals and market trends. Staying updated on the latest ABM trends will also help ensure your strategy remains competitive and effective. Now understand what’s Lead Generation? Lead generation, on the other hand, is a broader approach aimed at attracting potential customers who have shown interest in a product or service. It’s all about generating a high volume of leads that can be nurtured through the sales funnel. Must Read: Account Based Marketing vs. Demand Generation What are the Key Components of Lead Generation The key components include: Inbound Marketing: You need to attract leads and build relationships by consistently showing up through tactics

How to Craft Winning Go-to-Market Strategy in B2B Marketing

Posted on May 1, 2024May 22, 2024 By Vikas Bhatt

Whether you are launching a product or updating an existing go-to-market strategy, your organization needs a solid GTM strategy to reach the right audience, drive revenue, and sustain economic challenges. To achieve this, you require a meticulously crafted actionable go-to-market plan. Crafting a successful B2B GTM strategy is easier said than done, but with the right framework, it becomes achievable. This strategic approach prevents you from targeting the wrong audience and wasting resources on unsuccessful campaigns. However, before delving into the essential strategies for a successful GTM approach, it’s crucial to grasp the basics. What is GTM in B2B Marketing? GTM in B2B is the marketing plan created by your company to reach the right market for finding the right audience at the right time. This includes detailed identification of the target accounts that are looking for your solutions. By conducting comprehensive analyses of market trends and customer needs, your sales and marketing team customizes campaigns to align with your offerings. Through this process, the optimal product positioning in the market is established, alongside identifying crucial KPIs to evaluate campaign effectiveness. Now let’s see how you can create a successful B2B go-to-market strategy: Understanding the Target Market: A successful GTM strategy requires a deep understanding of the market to narrow down the target market. This entails conducting extensive market research to recognize challenges and opportunities, thereby positioning your offering as the solution. The profile goes beyond demographics and includes parameters like: Firmographics: Company size, growth rate, revenue, business type. Demographics: Understanding the decision-makers (CMO, CFO, IT director) within the company influencing purchasing decisions for your offerings. Buyer Journey Stage: The B2B buyer journey includes multiple stakeholders at each stage (awareness, consideration, decision). Tailoring the communication addressing them is crucial for conversion. Technographics: Knowing the technology stack and software of your target companies allows you to tailor the messaging that aligns with their compatibility and integration capabilities. Intent Signals: Identify and track the accounts that are researching your offerings or similar offerings that your competitors are offering. Keeping these attributes in mind, marketers and sales should team up to create a list of accounts to target and prioritize. Positioning Your Offering in the Market: Now that you understand the target market, it’s time to position the product that defines you from the competitors to potential customers. Communicate Unique Value Proposition (UVP) Start by identifying your Unique Value Proposition (UVP), which should effectively communicate the benefits and address the pain points of your customers. By aligning your product or services with value matrices based on key features and benefits, showcase how you stand out. For instance, positioning yourself as the most secure and user-friendly platform compared to competitors can leave a lasting impression on prospects. Crafting Clear Messages: Content marketing is key here. With a solid understanding of your audience and a well-defined UVP, crafting a compelling message is the next step. Your UVP is the clear message communicating the benefits to be delivered and addressing the pain points. And crafting a compelling message that clearly brings value. Understand Buyer’s Journey: As we know, B2B buyers are risk-averse, so it’s a great idea to provide solutions by tracking their journey. This involves offering the solutions they seek at each stage of their journey. Focus on addressing the challenges, delivering tangible benefits, and showcasing how your product improves their bottom line. As prospects search the internet for data-driven insights and practical strategies, you can produce valuable content such as blog posts, white papers, case studies, and webinars. Not only does valuable content nurture the audience, but it also establishes you as a thought leader and most importantly attracts qualified leads (potential customers who meet your ideal buyer persona profile). Choosing the Right Channels Selecting the most effective marketing and sales channels to reach your target audience is critical for maximizing the impact of your GTM strategy. The B2B marketing landscape offers a broad range of channels, each with its strengths and weaknesses. Here’s a brief guide to choose the right channel: Know Your Audience: Understand your target audience’s demographics, behavior, and preferences. Identify Buyer Personas: Develop detailed profiles of your ideal customers to guide your channel selection. Evaluate Options: Research traditional and digital channels, considering factors like reach, engagement, and cost-effectiveness. Align with Goals: Ensure your chosen channels support your business objectives, whether it’s brand awareness, lead generation, or customer acquisition. Tailor Your Approach: Adapt your messaging and content to fit each channel’s characteristics and audience. Use a Multi-Channel Approach: Combine online and offline channels to create an integrated marketing strategy. Monitor and Adjust: Continuously track channel performance and be ready to adjust your strategy based on results. Leveraging Account-based Marketing (ABM) Account-based marketing focuses on nurturing relationships with high-value accounts – particularly relevant for B2B organizations with large, complex sales cycles. The choice of the optimal channel mix depends on your budget, target audience (as defined by your buyer personas), and industry. Consider where your ideal customers spend their time online and offline to tailor your approach and maximize their exposure to your message. Aligning Sales and Marketing: Converting leads into customers a GTM strategy doesn’t end with lead generation. Equally important is converting those leads into loyal customers. This requires aligning your sales strategy seamlessly with your marketing efforts. Leads nurtured through valuable content and targeted outreach should be passed to qualified salespeople who understand their specific needs and pain points. Effective lead nurturing involves building relationships through personalized communication and addressing their concerns throughout the buying journey. Sales enablement plays a critical role in converting leads. Equipping your sales team with the necessary resources, including product training, sales collateral, and competitive intelligence, empowers them to present compelling solutions to potential customers. Conclusion: In conclusion, crafting a winning go-to-market strategy in B2B marketing requires a comprehensive approach that encompasses market understanding, effective positioning, clear messaging, channel selection, and seamless alignment between sales and marketing efforts. Ready to elevate your B2B GTM strategy? Implement the insights shared in this guide to

Optimize your Marketing Qualified Leads (MQLs) Strategy and Close More Sales

Posted on April 10, 2024February 6, 2025 By Vikas Bhatt

MQL sits at the intersection of marketing and sales. These are leads that have been validated and are ready to be handed over to the sales team. Usually, MQLs are the leads that have shown interest in various ways, like downloading content like ebooks, white paper, signing up for a company newsletter attending a webinar or online event. Many marketers view MQL as flawed because less than 1% of these leads typically reach the final stage of the buying process, and even then, there’s no guarantee they’ll convert. But ignoring MQL altogether is a costly mistake. It means missing out on important buying signals, wasting money on generating leads, and ultimately losing out on potential sales. Let’s delve into the complexities of converting B2B leads into MQLs. In this blog post we’ll explore common pitfalls, industry standards, and effective strategies to overcome MQL challenge. Must Read: MQL vs. SQL: Which Lead Matters More and When? Common MQL Challenges in B2B sales funnel A B2B sales funnel refers to a sequence of stages from top to bottom, guiding leads from awareness to conversion. However, this journey often faces challenges that can hinder MQL conversion. Here are some common hurdles: Understanding how to generate leads for B2B sales effectively can help overcome these challenges, ensuring a smoother transition from awareness to the later stages of the funnel. Complexity of the Funnel: According to the CEB report B2B sales often involve on average 7 decision makers and can take anywhere from 6 to 18 months on average. And guiding leads through this complex journey requires a well-defined strategy. Marketing and Sales Disconnect: According to Forrester: A well aligned team drives the 15% more revenue. Misalignment between marketing and sales teams can lead to poorly qualified leads being passed on, impacting conversion rates. Lead Quality Issues: Not all leads are created equal. Ensuring you attract leads with a genuine buying intent is crucial for successful conversion. Only about 25% of generated leads qualify as MQLs [source: HubSpot]. Data Measurement and Analysis: Without proper data tracking and analysis, it’s difficult to pinpoint areas for improvement in your MQL nurturing process. Adapting to Change: The B2B landscape is constantly evolving. Keeping pace with marketing trends and technologies is essential for staying ahead of the curve. Benchmarking Your Success: Where Do You Stand? Knowing how your B2B leads to MQL conversion rate stacking up against industry benchmarks is vital for setting realistic goals and measuring progress. Here are some key benchmarks to consider: MQL to SQL Conversion Rate (20-30%): This metric indicates the percentage of MQLs that progress to become Sales Qualified Leads (SQLs) – leads deemed ready for contact by the sales team. Lead Quality (50-70%): This benchmark reflects the percentage of MQLs that meet your predefined criteria for lead qualification. Time to Conversion (30-90 days): This measures the average time it takes for an MQL to convert into an SQL or opportunity. Must Read: Key Differences Between MQL and HQL for B2B Lead Generation Tactics to Optimize Lead to MQL Conversion Rate “MQLs are the lifeblood of your sales pipeline. But simply generating leads isn’t enough. You need a strategy to convert them into customers.” – Brent Adamson, author of Millennial Disruption Let’s explore some proven tactics to optimize your B2B lead to MQL conversion rate: Lead Scoring: Implement a lead scoring system that assigns points to leads based on their behavior and demographics. This helps prioritize leads with the highest conversion potential. By effectively utilizing B2B lead scoring techniques, you can further refine this process, ensuring that your sales team focuses their efforts on the most promising leads, thereby optimizing resource allocation and boosting sales efficiency. Content Marketing with Gated Forms: Offer valuable content (e-books, white papers) gated behind forms requiring contact information. This allows you to capture leads actively engaged with your content. Website Interaction Tracking: Monitor how visitors interact with your website. Pages visited, time spent, and downloads provide valuable insights into lead intent. Behavioral Analytics: Analyze user behavior across various channels (social media, email campaigns) to identify leads exhibiting buying signals. CRM Integration: Seamless integration between marketing automation platforms and your CRM ensures efficient data sharing and a smooth handoff of MQLs to sales. Content Engagement Metrics: Track how leads interact with your content (time spent on page, scroll depth). High engagement indicates a lead might be ready for MQL nurturing. Clear Lead Qualification Criteria: Collaborate with sales to define clear criteria for identifying MQLs. This ensures consistency and avoids passing unqualified leads to sales. By focusing on pre-qualified leads, you improve the efficiency of the sales process and increase the chances of successful conversions. Marketing and Sales Alignment: Foster open communication and collaboration between marketing and sales teams. Regular meetings and shared goals ensure alignment in lead qualification and nurturing. Closed-Loop Reporting: Implement reporting systems that track MQLs throughout the entire sales funnel. This allows you to identify areas for improvement and optimize your strategies. Continuous Optimization: The key to success is continuous monitoring and analysis. Test different strategies, analyze the data, and refine your MQL nurturing process for ongoing improvement. Must Read: How to Generate Leads Without Cold Calling? Personalization: The Key to Unlocking MQL Potential According to McKinsey research: 80% Buyers are likely to purchase from the brands that offer personalized experiences. By tailoring the MQL nurturing experience marketer can establish the deeper connection with the audience, and increase the chances of engagement and conversion. Understanding the distinction between MQL vs SQL helps in customizing interactions to match the readiness level of the leads, thereby enhancing the effectiveness of these personalized experiences. Tailored Content: Deliver content relevant to the specific needs and interests of your leads. This could involve segmenting your email list by industry, job title, or previous content downloads. Then, create targeted email campaigns with content that directly addresses their pain points and challenges. According to Mail Chimp studies personalized emails can improve click-through rates by up to 14% and conversion rates by up to

Why Email Marketing Is Great For Inbound Strategy?

Posted on June 30, 2021July 4, 2023 By Vikas Bhatt

Many people think email is an outdated way to market, but the truth is more than 80% of businesses use email marketing and observed extraordinary results in their revenue. Email Marketing has the great potential to push your ROI exponentially. Email marketing is crucial for many marketing strategies like inbound, content, and account based marketing. Your prospects and customers receive personalized messages and it is the best way to connect with them and great for customer retention. Email is the best way to ensure your customers don’t miss any updates from you. Let’s focus more on – Why email marketing is a go-to thing for every inbound marketing strategy. 1. Personalized Content The best way to connect with your audience is personalization. Send personalized and customized emails to cater the needs of your audience. Let me share a tip. Try giving the first name of the user in the subject line and compare the click rates you will get a higher click-through rate than those who don’t. However, this doesn’t mean that every time you should insert a name. Create subject lines that will generate some attention. Segment your audience according to their positions in the sales funnel and then begin with creating personalized and customized content for each segment. Must Read: 4 Powerful And Tested B2B Email Marketing Practices To Boost Your ROI 2. Driving Traffic To Your Website Along with your content don’t forget to add CTAs within your mail that will direct readers to your website. You can begin with an email marketing campaign and can send your website to your audience. CTA will let your audience, sign up for or download other content from your website. This creates users engagement. Must Visit: Proven Logical Tips To Commence With Your Email Marketing Campaign 3. Sales Can Be Improved Email marketing, the trusted tool of many marketing and sales departments. It has the enormous potential to increase your company’s sales. Try featuring your service or product in the email that will intrigue customers into buying and if any user shows interest in your service or product don’t forget to follow him with more information about your product/service till he passes to the last stage of your sales funnel. All you need to do is encourage them with offers, discounts, and good content to take action and lead them to conversion. 4. Right Audience At Right Time Email marketing makes it possible to reach the right audience at right time. Automation tools are available in the market, they provide a full-fledged report of your audience’s demographics that includes age, gender, location, and more. This makes it easier to create your lists of audiences whom you want to target first. So, good luck with this! 5. Inexpensive Way To Generate Leads Moreover, email marketing is the cheapest way to generate quality leads. Running email campaigns is cost-effective and easy too. Isn’t it great, that you get a chance to present your product/service to your prospects without paying for it? It is just a matter of a day or two to create your email campaign and content for it. The most convenient way that does not hamper your pocket. 6. Gathering Feedback And Improving On Loopholes Feedbacks are very important for self-improvement. Every brand wants to understand its customer’s likes and dislikes. Email marketing helps you monitor your customer satisfaction with your brand. This will make it better to improve your services/products and customer experience. Conclusion : Email marketing is definitely not an obsolete marketing tactic for your inbound marketing strategy. It has a lot of potentials to improve the company’s revenue. Researches indicate that 70% to 80% of marketers rely on email marketing for customer retention. After knowing these benefits of email marketing, we are certain that you will also incorporate Email Marketing to improve your inbound marketing strategy. Do you need more assistance, to begin with your first email marketing campaign? You can check for our Email Marketing services as we have helped many businesses establish their presence globally and guided them through the right track for growth. Try it now! Must Visit: Email Marketing Statistics Every Business Must Consider

What is Account Based Engagement? Strategy, Benefits, and How to Get Started

Posted on June 25, 2025June 25, 2025 By Vikas Bhatt

Consider this: companies often build target account lists of 300 to 500 decision-makers and procurement heads each quarter. But if only a fraction of these accounts, say 10 to 15%, receive timely and relevant engagement, meaning most of your pipeline potential remains untapped. Despite sophisticated tech stacks and access to firmographic data, outreach often feels fragmented or impersonal. Decision-makers push aside irrelevant emails. Ads fail. SDRs miss the buying window. Why? Because your teams aren’t on the same page on when and how to engage. This is where Account-Based Engagement becomes important. What is Account-Based Engagement (ABE)? ABE is the collaborative approach where marketing, sales, and customer success teams work together to engage high-value accounts with personalized content and interactions. It focuses on deepening relationships with a select group of accounts that are most likely to drive significant revenue. ABE enables you to orchestrate consistent and personalized touchpoints across email, social, events, ads, and sales outreach. The goal is to drive real engagement, build trust, and move accounts through the buying journey. The 6 Pillars of a High-Performing ABE Strategy? 1. ICP & Intent-Based Account Selection Many teams start with enthusiasm and end up peeling only the upper layers such as account size or industry. They miss the deeper layer of buyer behavior, and the resulting outreach lands flat or never reaches the right stakeholders. Effective ABE begins with deep behavioral targeting. You should go beyond static profiles and use intent data to reveal which accounts are actively researching your solutions. Use tools like Bombora or Cognism to understand this buyer interest, enabling you to prioritize with purpose. Let’s say a VP of Procurement explores articles on data governance. That subtle signal, captured in your intent data, could be your cue to engage before competitors do. 2. Unifying Sales and Marketing (“Smarketing”) Goals Even seasoned teams can fall into the trap of misalignment when marketing pushes content while sales waits for “sales-ready” leads that never arrive. The disconnect leads to frustration, delays, and missed opportunities. Your ABE will only succeed when both teams co-own revenue. What does that mean? It means teams agree on what qualifies as engagement and commit to timely, coordinated follow-ups. Picture this: three decision-makers from a target account visit your pricing page within 48 hours. That is not just interest, that is urgency. A shared SLA (Service-Level Agreement) ensures sales reaches out within the next day. With regular syncs and unified dashboards, marketing and sales don’t just align, they move in sync, converting accounts. 3. Hyper-Personalized Campaign Crafting Pushing the same messaging to every CFO, CTO, or VP assuming they are the same will not resonate. These missteps dilute your impact and disengage the very people you’re trying to convert. Personalization means understanding the individual’s role, challenges, and buying context, and reflecting that in every interaction. When done right, your message feels like a helpful nudge, not a sales push. For example, a VP of Finance at a retail company might respond to ROI-driven messaging, while a CTO at a SaaS firm looks for scalability and security. These nuances matter, and they compound your chances of building trust. 4. Coordinating Multi-Channel Touchpoints Too often, ABE efforts collapse into isolated actions. One team sends an email, another runs LinkedIn ads, and someone else makes a cold call, all without context or timing. Engagement should not be noise. It should be meaningful communication. This requires sequencing interactions across multiple channels in a way that feels natural and delivers your value proposition. Each touchpoint builds upon the last, creating a cohesive, memorable experience. 5. Account-Level Engagement Measurement Chasing vanity metrics like email open rates and MQL counts may feel productive, but they rarely tell the full story. What truly matters is who within the account is engaging, how deeply, and what happens next. Account-based metrics such as the number of active stakeholders or time spent engaging with high-intent content offer a clearer view of buying readiness. When you shift your measurement lens from leads to accounts, your strategy becomes more informed, more precise, and far more effective. 6. Iterative Optimization It’s tempting to treat ABE like a one-and-done campaign. You build it, launch it, and hope it delivers. But ABE is a dynamic system that thrives on feedback. Success comes from reflection and iteration. After every campaign, review what worked: Which accounts progressed? What content resonated? Which touchpoints fell flat? Make note of those learnings and build your next move. Over time, your playbook will evolve from theory to a proven framework, one that is rooted in data, agility, and a deep understanding of your buyers. Quantifiable Benefits of Account Based Engagement (ABE) When executed thoughtfully, ABE offers numerous benefits that contribute directly to revenue. Dramatically Improved ROI According to Forrester, 87% of marketers using account-based models report higher ROI. That is because ABE reduces waste by focusing only on accounts that matter. Accelerated Sales Cycles Personalized, multi-threaded engagement means less time convincing and more time closing. Higher Customer Lifetime Value (CLV) ABE doesn’t stop at the sale. By continuing to engage and support your high-value accounts post-sale, you get long-term loyalty and expansion. Radical Sales and Marketing Alignment Shared metrics and coordinated actions foster trust, accountability, and consistent performance. A Solution to Common Friction Points ABE eliminates guesswork, reduces internal conflict, and empowers both marketing and sales to work toward a shared goal: real, lasting customer relationships. How to Launch Your ABE Program: A 5-Step Quick-Start Guide Step 1: Define Your ICP and Build Your Target Account List Start with data. Use historical success patterns, intent signals, and fit indicators to identify your most promising accounts. Remember: fewer, better targets often outperform long, unfocused lists. Step 2: Forge Your Sales and Marketing Alliance Co-create the strategy. Agree on goals, timelines, and definitions. Build shared dashboards and keep the dialogue flowing. ABE only works if both teams pull together. Step 3: Map Your Content and Messaging Different personas need different stories. Build content that speaks to their specific

Multithreading in B2B Sales: A Proven Strategy to Win Deals Faster

Posted on June 11, 2025June 11, 2025 By Vikas Bhatt

If it’s B2B, selling to a single decision-maker is almost obsolete. On average, the B2B buying group involves 6 to 10 stakeholders, each armed with their own research and criteria. Naturally, as buying committees expand, decision timelines stretch. And relying on a single point of contact can stall or even derail the deal. Think of it like a spiderweb: touch one thread and the entire structure reacts. But if you’re holding on to just one thread, a single shake (an internal reshuffle, budget cut, or lost champion) can break your entire connection. But in multi-threading, you build relationships with multiple stakeholders, meaning you’re anchoring your deal to many parts of the web. If one thread breaks, the structure remains intact. This gives your deal resilience, flexibility, and continuity. What Are Multithreaded Engagements? Multithreaded sales refer to building and nurturing relationships with multiple stakeholders within the same target account. It’s not about spamming 10 people with the same message. It involves engaging with decision-makers, champions, end users, and even blockers in personalized ways. It’s simple: the more contacts you have at an account, the more opportunities you have to prove value and expand the deal size. Such engagement prevents confusion and enhances alignment because every relevant player is heard, informed, and empowered to move forward. Multi-Threading vs. Single-Threading: Why One Contact Isn’t Enough Single-threaded selling focuses solely on one persona or point of contact. It’s like following a linear path in a world of matrixed buying. If one connection is off (a champion exits, a priority shifts, or a budget dries up), your entire deal collapses. It’s a real pain for sales reps. They often face the frustration of being ghosted after months of engagement. The reason is likely a failure to build additional relationships. They hope a “strong champion” who “really liked the product” will win the deal. But it didn’t happen. It didn’t move forward due to a lack of internal buy-in and influence. In contrast, multithreaded deals weave stronger connections. You’re engaging several key personas, understanding objections from multiple angles, and building internal momentum. If one connection breaks, the others hold. Yes, multithreading takes effort. But it’s worth the effort. Instead of restarting a deal every time someone leaves, you move forward with support from others already looped in. Three Components of Multithreaded Engagements A. Mapping the Buying Committee Start with account research to identify all key players: decision-makers, influencers, blockers, and end users. To do this, use tools like LinkedIn, sales intelligence platforms (ZoomInfo, Cognism), and CRM insights to build a stakeholder map. B. Personalized, Role-Based Outreach Tailor your messaging for each stakeholder’s unique role. What matters to the CMO is vastly different from what a Sales Ops leader cares about. Personalization is key, and it must go beyond surface level. C. Cross-Functional Alignment Get marketing, SDRs, and AEs aligned on account strategies. Use insights from marketing (intent data, engagement signals), while enabling SDRs to open multiple conversations. Sales should then bring these into a unified value narrative. 5. Benefits of Multi-Threading in B2B Sales How to Do Multi-Threading in Sales Effectively 1. Start with Stakeholder Mapping, But Go Beyond Job Titles Most reps tend to engage with only one or two stakeholders, often chosen at random or based on who replies first. But when internal alignment fails, it stalls the deal. So how do you avoid this? Start building a stakeholder map early in your outreach. Identify champions, influencers, blockers, budget holders, and end users. To uncover cross-functional connections, use platforms like LinkedIn Sales Navigator and Cognism. Then, go deeper by understanding who talks to whom internally, not just who’s on the org chart. 2. Personalize Outreach Across Roles, Not Just Accounts Most sales teams attempt personalization, but only at the account level. They ignore persona-level pain points. Such messages will certainly fall flat, because they don’t speak to the specific concerns of Finance vs. Marketing vs. IT. To tackle this, make sure your messages are role-based. A CMO cares about brand and reach. An IT leader cares about implementation friction. A CFO looks at ROI. Building templates that reflect those nuances is the best way forward. Try segmenting your outreach flows based on buyer persona pain points. That’s how you drive resonance and reply rates. 3. Use Referrals Within the Org. They Work Better Than Cold Intros Many reps hesitate to ask for introductions internally. They assume it’s too pushy or that it will happen organically. But the truth is, a nudge is needed to bring others in. Don’t just ask, “Who else should I talk to?” Instead, say: “Based on similar deals, we usually speak to [X, Y, Z roles]. Would you feel comfortable looping in [Name]?” Yes, internal referrals convert better than net-new outreach. In fact, they solidify your presence in the account. 4. Use Trigger Events and Buying Signals to Expand Threads Failing to act on account-level signals, like job changes, promotions, or increased engagement, means missed opportunities. You’ll want to monitor intent data and trigger events (like someone joining the company or engaging with your marketing content). When someone interacts with your brand or moves to a new role, use it as a reason to reintroduce your solution from a fresh angle. 5. Align with Marketing and SDRs to Cover More Ground Fragmented ownership is the biggest challenge in multithreading. Often, SDRs, AEs, and Marketing work in silos, reaching out to different contacts without coordination. This leads to mixed messaging and lost opportunities. Create a unified engagement plan across teams. Let marketing warm up contacts with educational content. Have SDRs open doors. Let AEs deepen relationships and validate needs. Multithreading becomes a smoother path when each team member knows their role in the account orchestration play. 6. Don’t Just Multi-Thread to Close. Multi-Thread to Expand Multi-threading shouldn’t end after the deal is closed. Successful companies use it to expand, unlocking new use cases, departments, or geographies over time. The best approach is to continue engaging stakeholders after the deal closes.

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