Empowering B2B Marketers to Grow with Confidence

It is important to set goals and establish your ABM program at a pace that works well for your teams and your target accounts. The best ABM programs are built slowly and carefully, with a growing investment of time and effort. Technology tools like marketing automation and artificial intelligence can help you automate many account-based marketing processes, including identifying accounts and engaging buyers.

It helps sales and marketing teams work together more closely, which can lead to better results. It also involves close teamwork between your sales and marketing teams. Whether it’s blog posts, guides, or webinars, you’re probably already tailoring them to your general customer base.

You may be just the right candidate for this or other opportunities. If you’re excited to be at the forefront of modernizing the future of transportation, are up for solving tough problems, and willing to become/already are a transit nerd, we are the place for you. Founded in 2012, Via builds solutions to digitize, automate, and enable data-driven decision making for entire transportation networks; fixed-route buses, microtransit, paratransit, school buses, autonomous vehicles, and more. Our teams of world-class engineers, data-scientists, product managers, operations specialists, marketers, transit experts and more bring cutting-edge AI-powered software and innovative technology-enabled operations to our partners across the globe. This role requires excellent reporting skills, strong writing and storytelling capabilities, and facility with tools to scale research and outreach.

Our customers are stacking up wins. Read about them here.

Define and scale the enterprise ABM strategy for high-priority accounts across healthcare and life sciences. Ready to scale smarter, achieve more with less, and lead your business to growth? The entire 2X account based marketing team is smart, friendly and focused on quality deliverables . I find comfort knowing if I really need something last minute, they will be there to support my needs.

Instead, your efforts should be focused on attracting, nurturing and selling to prospects that are the right fit for your products. So, why would you invest sales and marketing resources into selling a product to a customer who will leave within a short space of time? Katy French is a Column Five Content Marketing Director and B2B marketing expert, having spent 15+ years educating and empowering marketers to transform their brands. If your results aren’t published and structured, you’re invisible in the fastest-growing discovery channel. With the shift toward AI-powered vendor discovery, case studies are also the content most likely to be cited when AI tools recommend solutions. If you’re evaluating what kind of campaigns to invest in next, the examples above are a starting point.

The collaboration between marketing and sales doesn’t end after the target account list is finalized. Without aligning with sales from the start, you lose the opportunity to select the target accounts that they agree reflect the company’s ICPs. Since ABM allows you to give personalized solutions, your prospects and customers leave every conversation feeling like their problems have been addressed and given specific, targeted answers. In fact, ITSMA’s 2020 ABM benchmark study found that 76% of marketers saw higher ROI with ABM than with other types of marketing. Instead of going broad and blasting folks with content that appeals to a market or industry, with ABM, you go deep.

Thought leadership content built trust among risk-averse enterprise buyers, while real-world proof from internal adoption strengthened credibility. IBM’s success stemmed from targeting enterprise decision-makers with precision and delivering value-driven messaging. IBM uses AI-powered marketing automation to deliver personalized email campaigns tailored to role, industry, behavior, and buying-stage position. These platforms allow prospects to explore real use cases, attend technical sessions, interact with experts, and understand implementation journeys from pilot projects to enterprise-scale deployments.

Results & Impact

Research by ITSMA found that 87% of marketers that measure ROI say that ABM outperforms every other marketing investment! So, when we spend our hard-earned marketing dollars, it’s important to show a positive ROI, right? Tracking the Return on Investment (ROI) is important for every part of your business, but it’s even more important for the marketing department, which is usually seen as a cost center.

Although it’s tough to start from scratch, if you target the right keywords with a steady stream of valuable content, you’ll see your rankings improve over time. They were invisible in the channels their buyers actually used for research. But if you’re a marketing leader looking for campaign inspiration, start with the strategic bet each team made, and ask whether a similar bet applies to your situation. Get the latest research, industry insights, and product news delivered straight to your inbox. Start strong and grow your business with expert guidance and expedited support.

• This could involve placing highly-targeted ads on websites or running ad campaigns specifically targeting them on social media.
• Account-Based Marketing strategy requires pinpoint accuracy and that starts with carefully selecting the high value target accounts you’re targeting.
• The Smarketers have a HubSpot Platinum Partnership, making them the perfect fit for our requirements.
• Account-Based Marketing has emerged as a game-changing approach in the world of B2B marketing, enabling businesses to target high-value accounts with personalized campaigns and achieve impressive results.

One of the most important aspects during the research phase is to identify and get access to key decision makers. Unlike research for personas, ABM is not about targeting individuals (just yet). This allows you to identify companies that may match your ideal customer profile in minutes.

This approach allows businesses to tailor their marketing messages to the specific needs and interests of the target accounts. Account-based marketing focuses on targeting specific accounts or organizations, rather than targeting a broad audience. These fundamentals will you guide to implementing a successful account based marketing strategy with the help of account-based marketing tools. This type of promotion is particularly effective when targeting large accounts or businesses who have complex buying cycles. Marketing professionals apply account-based marketing best practices to scale their businesses consistently. Sales reps can collaborate with marAccount-Based Marketing teams to identify target accounts, provide insights on key decision makers, and engage with prospects through personalized messaging and content.