We have always thought that Marketing should focus on Insights instead of Operations. This is the reason why we believe that Account Based Marketing as a Managed Service is a better value delivery model: we focus on Outcomes instead of Outputs. And the difference is not just semantics
Once in a while something comes along that changes the way we do things. This happened to me a few years ago when the then World’s nbr. 1 company by Market Capitalization approached Celsius International with a simple brief: tell them who their top 1000 Named Accounts in each European country should be.
The requirement was so straight forward that it nearly felt familiar… just that there was no such database in the market.
How can we correctly identify the Enterprise segment?
Case in point: B2B Sales and Marketing teams sell to companies. At Celsius International we have created an industry first: a marketing database purpose-built ONLY for marketers selling to Large Accounts. When we talk Account Based marketing and the Enterprise segment, making sure you have it sized correctly becomes critical. The purchasing power you may be missing is huge.
Establishing whether a campaign has been successful, or not, is one of the main priorities for marketing teams, but it’s amazing how many companies struggle with this basic requirement. There are seemingly so many factors and criteria when it comes to judging the merits of individual campaigns, that making important assessments, on which future campaigns and budgets should be based, is increasingly difficult. However, there is one over-riding marker which every marketing and sales department should use to evaluate the effectiveness of their campaigns.
Social Account Based Marketing utilizes the unparalleled strength of LinkedIn’s professional database. From start to finish, our focus is on reaching out to the right people in a meaningful way, leveraging the capabilities of social channels to build HtoH ( human-to-human) connections. We are able to automate, escale and report the interactions so you focus on Social Selling to contacts we already create engagement for.
You could make enough confetti for a summer of weddings with all the papers that show how much B2B companies gain from implementing Account Based Marketing strategies. However, the different digital technologies that make it possible are the unsong hero of this revolution. If you are ready to move from the WHY to the HOW, the Definitive Guide to Account Based Advertising could well be the most important guide you’ll read. It’s never been a better time to start researching how the different digital channels work (or how to improve to lift performance expectations).Free download – click here to register
There is no doubt that Programmatic ABM Display Advertising holds the key for hyper-targeted digital demand generation. However you should be aware that a full programmatic ecosystem is not free of risks as if not handled correctly your impressions could go the wrong place or even be charged for machine traffic ( not human ) . Cheaply designed B2B display solutions can at the end cause more harm than good to your brand and your budget!