Be An Educated Consumer.
Recently I attended an Account-Based Marketing (ABM) conference and had the opportunity to speak with three attendees during different breaks who told me that they were already using a display advertising platform. “Great.” I said. “What made you choose that specific platform?”
Response #1: “A board member recommended it to us.”
Response #2: “I saw their advertising everywhere so I figured they were popular.”
Response #3: “They put on their own user conference so we thought they were big with robust features.”
“So, how did that choice work out for you?”
In all three cases, the person I was talking to put his or her head down and said something to the effect, “It is a bit frustrating. We had expected different results.”
How can you have any expectations when you didn’t bother to do due diligence on your display advertising platform? Two of these folks were VPs of Marketing. The third was responsible for all ABM marketing programs for his company. Continue reading
An interview with Anudit Vikram, SVP, Advanced Marketing Solutions, Dun & Bradstreet
Kwanzoo: Thank you for your time Anudit. Let’s start off with an easy question. What is your role at Dun & Bradstreet?
Vikram: Sure, my role is to drive the product technology and data sciences behind our digital efforts. Within our Sales and Marketing line of business we have been building out our digital products over the last few years and that is what I drive. My primary focus is digitizing our data assets and building products for digital marketing, online advertising, or to use in the adtech ecosystem.
Kwanzoo: The data provider and data management vendor space is getting more crowded every day. How do you view and segment the different players out there?
An Interview with Mahesh Jeswani (aka MJ), Principal Product Manager/Head of Product for Account Based Marketing Products Marketo
Kwanzoo: Mahesh, your CEO Steve Lucas recently claimed that “We’re the Best in Marketing Automation” – a space that focuses on lead generation, contacts, and MQLs. So why roll out Marketo ABM?
Jeswani: When you listen to a lot of the people who are talking about or doing Account Based Marketing (ABM), a lot of what they are discussing sounds similar to marketing automation software-related requirements. If you look at the large enterprise companies that Marketo sells to, you will see as they use Marketo for their broad-based or lead-based marketing that the next question that comes up is “What if we had account-based marketing built right within the same Marketo platform that we have been using over the years for traditional marketing?” It is a natural thought progression from a marketing perspective. That is why at Marketo we believe that ABM should live within the Marketo engagement platform and now we have made it a reality by delivering a new best-in-class ABM product few months ago. Continue reading
An ABM Interview with Niraj Deo, Sr. Director, Product Management, Oracle Data Cloud—B2B Products
Kwanzoo: Niraj, can you start out by telling us why Oracle Data Cloud (Oracle BlueKai) is moving into Account-Based Marketing (ABM)?
Deo: We really see our ABM progression as an extension of the three core capability offerings we have in the Oracle Data Cloud:
- Audience Data Marketplace—A community of more than 40 third-party data providers that have access to a massive amount of data.
- ID Graph—Pulls together the many IDs across marketing channels and devices that comprise a given person and enables marketers to tie their interactions to an actionable customer profile.
- Data Management Platform (DMP)—Leverages integrations with modern activation channels (Google, Facebook, etc.) to build cross-channel campaigns and audience targeting.
Will it be a Successful ABM Campaign or Just a Long Fishing Trip?
It has been well documented that account-based marketing (ABM) provides compelling revenue and ROI. In fact, in many surveys, seasoned ABM practitioners often say thatABM produces the best return of any marketing strategy or initiative. Unfortunately, it can take months to set up, run, and see results from an account-based marketing campaign. All of that takes budget. So how do you justify and validate budget spend during a long campaign?
It has been said that marketing is similar to commercial fishing. You can look at the demand generation process as being similar to fishing with nets. It’s a volume play. Get the fish on board and then sort them out. Some say that ABM is similar to fishing with a spear. You are going after fewer, larger fish. More specifically, I see it as fishing for Bluefin Tuna with a harpoon. You are miles offshore standing on the pulpit of your yacht scanning the ocean for the big ones. You have invested a significant amount of time and money to land these fish. How do you better your chances of quicker and better engagement?
“80% of marketers measuring ROI say that ABM outperforms other marketing investments” -ITSMA