campaign ROI | Kwanzoo

What is “ABM Done Right”?

Over the past year, many B2B marketers are pursuing Account-Based Marketing (ABM) programs to drive more demand. These marketers realize that traditional lead-based marketing has not been tightly aligned with the goals of their sales teams. They find that Sales needs help penetrating and closing deals across a defined universe of target accounts. While much of the conversation in the industry to-date has been about explaining ABM and its value, we at Kwanzoo believe it’s time to move the conversation beyond ABM to “ABM Done Right”.

Why Does “ABM Done Right” Matter?

We believe that it is not enough to simply pursue ABM as the newest marketing approach that’s en vogue or “cool” today. The only way an ABM program will experience sustained use and continued growth at B2B companies is if it delivers results–and delivers them early. Continue reading →

We all heard some exciting news this week from our friends at Bizo. After a 6 year journey, they were acquired for $175M by LinkedIn. As fellow travelers serving a growing audience of B2B marketers, we have gotten to know the Bizo folks well.

Both Bizo and Kwanzoo were early participants in the Oracle Appcloud. We have both been innovating where display meets marketing automation. We talk often at industry conferences. We serve mutual B2B customers, with display campaigns on the Bizo network powered by Kwanzoo rich media ads, as well as by Kwanzoo’s use of Bizo data through real-time-bidding (RTB) platforms for our clients.

We think the Bizo acquisition by LinkedIn will impact the overall B2B advertising market in several interesting ways. While LinkedIn clearly has some strategic goals, we see some tactical disruption in the market that B2B marketers will want to know about. First a quick deal recap.

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ABM Done Right: Going Beyond Flipping Funnels

LinkedIn Buys Bizo: What Does It Mean for B2B Marketing?