2020 marks the 8th year in a row that I’ve presented at the B2B Marketing Exchange. During that time there have been many changes: within the B2B marketing industry, the strategies and technologies driving performance and in the programming at B2B events like B2BMX.
ABM in particular has experienced a rise in the B2B marketing world and evidence of that momentum is evident in the session topics, martech vendors and attendees at this year’s B2BMX conference in Scottsdale, February 24-26.
According to research from Demand Gen Report, 50% of B2B companies have been implementing ABM programs for more than a year and that number will continue to rise. With growing popularity, increasing numbers of marketers are searching for ways to incorporate ABM into their B2B marketing mix.
Enthusiasm around ABM has reached B2BMX in the form of numerous sessions in the program dedicated to the practice. It’s easy to see why as B2BMX Content Director, Andrew Gaffney puts it:
“ABM has transformed B2B marketing at a foundational level and has helped usher in more contextual and relevant outreach across all mediums.” @agaffney
To get a handle on where ABM is going and what B2B marketers should be focusing on in 2020, I spoke with several B2BMX speakers that will be presenting on ABM and asked for their insights.
“While traditional demand generation activities continue to be the lifeblood of marketing-sourced pipeline for B2B revenue marketers, ABM is now becoming the conduit for the historically strained relationship between marketing and sales. ABM requires marketers and sales teams to work together on things like account selection, personified value propositions and success measures – ultimately uniting teams prior to GTM, reducing revenue attribution friction and creating camaraderie. When building your ABM strategy, engage your extended teams early, gain their buy-in, ideas, and suggestions and build on the qualitative gains.”
Stacy Gardner /in/stacyrambingardner
Director of Marketing Programs, Banking Solutions at Bottomline Technologies
“One of the most significant challenges B2B marketers are facing is how to achieve any degree of scale to their ABM efforts. As sales increasingly sees the value of an account-based approach, the pressure falls on marketers to deliver on the promise of ABM but to an expanded list of accounts. In 2020, successful ABM leaders will be those that make compelling arguments internally to secure or re-allocate more resources to support the accounts that matter most.”
Bob Peterson /in/bob-peterson
Vice President, Principal Analyst, Account-Based Marketing for the SiriusDecisions at Forrester Research
“No forms, no cold calls and no spam in 2020 – As a marketer, your cold emails are probably not getting you any business but are definitely getting you unsubscribes. To break out from the noise, marketers will personalize for the account, persona and buying team, behavior and TIMING. Next year, marketers will break up with the form fill, the spam email and the cold call. Rather than bombard buyers with irrelevant emails, marketing teams will take a leap to understand what they care about. Marketing will generate bigger deals and win more often by uncovering, prioritizing and engaging in-market buyers.”
Latané Conant @LataneConant
Chief Marketing Officer at 6sense
“Since 2020 marks a new decade, let’s start fresh. Many b2b marketers are hamstrung by old-style expectations of what they can do. Starting now, marketing leaders in account-centric models (i.e. everyone in b2b) must re-negotiate terms of how they’re measured. Reality in a world where more revenue comes from keeping and growing accounts you have means success based on marketing-sourced leads is largely irrelevant. Look instead at the holistic view of how marketing engages and encourages customers. Measure marketing based on engagement, revenue and retention but in context of overall customer experience, not just top of the old funnel.”
Megan Heuer @megheuer
Vice President of Marketing at Engagio
With any newish marketing discipline on the rise, it’s tempting to think of ABM as a flashy new B2B marketing strategy, but experienced marketers like Sangram Vajre, CEO at Terminus sum it up succinctly, “ABM is B2B”.
With such a broad view of ABM, it’s inevitable to see the connections between ABM and other B2B marketing disciplines that effective at creating real marketing and business impact.
One of those intersections is between ABM and influencer marketing as Nick Nelson has covered here recently:
“The intersection of ABM and influencer marketing represents one of the most promising frontiers for B2B marketing, especially when it comes to the pursuit of enterprise customers. Not only do influencer partnerships help you break through and gain visibility with busy decision makers at these coveted accounts, but also drive engagement and persuasively move the needle.”
In my own journey to understand the opportunities with ABM, I’ve learned that within ABM, the focus on influencers has to do with individuals that influence within buying committees. But what about the source of influence for those buying committee influencers? The role of influence is certainly not limited to those within the target account.
The question I’ll be posing in my B2BMX presentation, is why limit our focus on influencers to those within the target account?
Who is influencing the influencers and how can we activate them to improve our B2B marketing?
Understanding the sources of influence for individuals within a target account can provide essential insights into the signals, targeting and content activations that can make ABM work even better.
In my presentation, How to Optimize ABM Results with Influencer Marketing, I’ll be digging in to how B2B marketers can identify those influencers, how to map topics of influence to content activations with influencers and examples of how ongoing influencer engagement can create brand awareness, advocacy and influence within accounts.
If you’re attending B2BMX this week, you may see my TopRank Marketing associates Susan Misukanis and Joshua Nite attending sessions and interviewing key B2B marketing influencers.
Here are a few sessions on ABM and in other areas that our team is looking forward to:
Monday Case Studies – 2:20PM
Dell Technologies And Innovative Conversion Strategies That Create Pipeline
Anamaria Alba, Dell Technologies
Ed Grossman, Activate
Monday Case Studies – 3:10PM
From ABM Zero To Revenue Hero In Less Than A Year: How One Marketer Won Over Sales & Delivered Success — Fast
Katie Findling, Smarsh
Brian Panicko, Smarsh
Megan Heuer, Engagio
Monday 4:05PM Keynote
Getting The Green Light: How To Build Messages People Say YES To
Tamsen Webster, Find The Red Thread
Killer Content Awards Ceremony
TopRank Marketing is proud to share two of our clients are KCA finalists!
Dell Outlet Small Business and Alcatel Lucent Enterprise
ABM And Demand Generation: Taking A Blended Approach
Robert Peterson, SiriusDecisions
Tuesday LUNCH & LEARN: 12:20PM
Experiences Everywhere: How To Create Marketing Your Audience Demands
Mark Bornstein, ON24
Move Over Mediocre! The B2B Marketer’s Journey To Experiential Content
Ryan Brown, Ceros
Darius Eslami, Carbon Black
Paige Gildner, Bluecore
Sharon Shapiro, Bluecore
How To Optimize ABM Results With Influencer Marketing
Lee Odden, TopRank Marketing
PANEL: Orchestrating ABM With Channel Partners
Latane Conant, 6Sense
Rauli Garcia, Sage Intacct
Kerry Desberg, Impartner
Jessica Garrett, KORE Wireless (former)
ABM, DemandGen, Hybrid: Best-Practice Tips & Tricks To Improve Conversion
Jon Russo, B2B Fusion
Tim White, People.ai
Corey Livingston, OneNeck IT Solutions
Neenu Sharma, GE Digital
Stacy Gardner, Bottomline Technologies
The B2B Marketing Team of Tomorrow: The Top Skills & Talents Shaping Success For The New Decade
Wes Lieser, Versique
Rose Spicer, Oracle
Michelle Liro, PTC
Nirosha Methananda, Bombora
To learn more about the intersection of ABM and Influencer Marketing, you can get more details on my session here:
How to Optimize ABM Results with Influencer Marketing
Wednesday, February 26th at 10:40AM
Demand Gen Summit Track – Arizona 5
Focusing on accounts with the biggest revenue potential requires every competitive advantage. But ABM alone is not enough to break through to distracted and distrustful decision makers. To connect with accounts more effectively, B2B marketers are increasingly adopting influencer marketing to build trust, reach and engagement.
This presentation with Lee Odden of TopRank Marketing will share how B2B marketers can identify the influencers that resonate most with target account contacts as well as create greater influence amongst client facing contacts. In this session you will learn:
* How an ABM and influencer marketing integration model inspires strategy
* How to determine what topics and content resonate with your target accounts
* How to identify who is influential to the people within your targeted accounts
* How to grow influence for sales and the brand
We hope to see you there!
The post The Influence of ABM in B2B Marketing: Top B2BMX Sessions & Speaker Insights appeared first on Online Marketing Blog – TopRank®.
Coaching is an amazing profession! You get to witness your clients grow and achieve new successes; yet, it requires constant focus, attention, and energy. There are only so many hours in a day, so having someone in your corner is paramount. Hiring a virtual assistant (VA) helps you focus on your Zone of Genius so… Read more »
The post Why Everyone Should Hire A VA appeared first on Lindsey Anderson – The #1 Expert In Building & Monetizing Coaching/Consulting Businesses .
The business of coaching has exponentially grown in the last few years. Amongst the different coaching niches, it is the area of business coaching that takes much of the share of the pie. And it’s no wonder because success in business does not happen overnight. It needs investing in the development of the organization and… Read more »
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Carlsbad, California, United States About Podcast Psychedelic Salon podcast hosted by Lorenzo Hagerty. He has been podcasting interviews and talks concerning the use and benefits of psychoactive plants and chemicals, both in their natural settings and in medical research institutions. Frequency 4 episodes / month Since Mar 2015 Podcast psychedelicsalon.com/podcasts
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Facebook fans 1.9K ⋅ Twitter followers 70 ⋅ Domain Authority 24ⓘ ⋅ Alexa Rank 3.5Mⓘ
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Facebook fans 4.1K ⋅ Twitter followers 417 ⋅ Social Engagement 1ⓘ ⋅ Domain Authority 29ⓘ ⋅ Alexa Rank 874.4Kⓘ
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Facebook fans 28.3K ⋅ Twitter followers 2.3K ⋅ Domain Authority 20 ⋅
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Facebook fans 2M ⋅ Twitter followers 2M ⋅ Instagram Followers 103.1K ⋅ Domain Authority 85 ⋅ Alexa Rank 6.2K
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Facebook fans 461 ⋅ Twitter followers 67 ⋅ Domain Authority 2 ⋅ Alexa Rank 4.3K
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About Podcast CharacterStrong is an organization that provides curricula and training for schools internationally. Our training help educators infuse character and social-emotional learning into the daily fabric of any classroom or campus. Our Podcast focuses on character development to help students cultivate social-emotional skills, their emotional intelligence and help them develop a stronger identity and purpose in school and the world. Frequency 4 episodes / month Since Mar 2019 Podcast characterstrong.com/blog/lis..
Facebook fans 5.6K ⋅ Twitter followers 11.4K ⋅ Instagram Followers 5.2K ⋅ Social Engagement 188ⓘ ⋅ Domain Authority 34ⓘ ⋅ Alexa Rank 158.6Kⓘ
About Podcast Listen in to this new bi-monthly podcast from Conscious Discipline creator, Dr. Becky Bailey. Together with Conscious Discipline Master and Certified Instructors and special guests, Becky explores trends in social-emotional learning and classroom management. Frequency 1 episode / day Since Jul 2017 Also in Consciousness Podcasts Podcast consciousdiscipline.com/e-le..
Twitter followers 14.7K ⋅ Social Engagement 1ⓘ ⋅ Domain Authority 48ⓘ ⋅ Alexa Rank 402.6Kⓘ
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Facebook fans 8.3K ⋅ Twitter followers 7K ⋅ Instagram Followers 1.6K ⋅ Social Engagement 2ⓘ ⋅ Domain Authority 53ⓘ ⋅ Alexa Rank 619.2Kⓘ
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Facebook fans 374 ⋅ Twitter followers 330 ⋅ Instagram Followers 150 ⋅ Domain Authority 11ⓘ ⋅
About Podcast In this podcast, we will provide you with the tools, resources and ideas to implement proven strategies backed by the most current neuroscience research to help you to achieve the long-term gains of implementing a social and emotional learning program in your school, or emotional intelligence program in your workplace. Frequency 1 episode / week Since Jun 2019 Podcast andreasamadi.podbean.com
Facebook fans 299 ⋅ Twitter followers 2.6K ⋅ Domain Authority 86ⓘ ⋅
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Facebook fans 130 ⋅ Twitter followers 2 ⋅ Domain Authority 68 ⋅ Alexa Rank 10.6K
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About Blog Organic Shoppe Nigeria was founded in 2015, in the quest for personal, safe healthy living. Organic Shoppe provides 100% organic and Natural products from edible, beauty and fresh farm products.
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About Blog Zero waste adventure is a part of zero waste movement. Its not a community, only individual movement. Zero Waste Adventure is not about how high mountain you’ve been hike, how many place you’ve been visit, but have you ever leave no trash in every place you discover?
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About Blog BMX Community from Bandung provides information on BMX.
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About Blog Hello everyone, welcome to my beauty world! I am Lidya Natalia, Makeup Artist / Lash Artist / Beauty enthusiast from Bandung Indonesia. For me, this beauty world that I entered not just job. This is my life, my passion, and my art. So, I want to share my passion to you through my web
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About Blog Deluxshionist is Indonesia based personal fashion & lifestyle blog that showcases my personal view about fashion, style, travel, lifestyle.
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About Blog As the name implies, Foodnotebdg is our collection of Culinary Notes in Bandung. In addition to culinary, there are also our travel records in some hotels, tourist attractions and other activities both in Bandung and outside Bandung.
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B2B buyers consume an average of 13 content pieces before deciding on a vendor
B2B buyers say that they take in an average of 13 pieces of online content before choosing a vendor, consisting of eight vendor-made and five third-party elements, according to newly-released survey data from FocusVision, containing a number of additional insights of interest to digital marketers. Marketing Land
B2B Firms Are Failing To Integrate Sales, Marketing And Customer Success Teams: Study
Revenue growth is a top challenge for B2B brands, and some 84 percent of B2B sales and marketing professionals say that revenue responsibility rests with both sales and marketing, however 37 percent say the two functions aren’t optimally aligned — some of the findings in new survey data from Leandata and Sales Hacker. MediaPost
Content Analysis App BuzzSumo Adds YouTube Insights
BuzzSumo’s array of content data tools recently expanded with an addition that brings YouTube content discovery, performance data, and YouTube influencer information to the platform, with its new YouTube Analyzer feature, the firm announced. Social Media Today
The State of B2B Account-Based Marketing
Account-based marketing (ABM) has driven success for B2B marketers, and some 92 percent plan to ramp up the scale of their ABM campaigns during the coming year, some of the many findings of interest to B2B marketers in a recently-released report from the Information Technology Services Marketing Association (ITSMA) and the ABM Leadership Alliance. MarketingProfs
70% of Customers Believe In-App Chat Helps to Simplify Customer Experience, Reveals UJET Report
Offering in-app chat features helps customer experience according to 70 percent of consumers in recently-released survey data, with the majority also wanting the ability to upload images and screen-shots to help explain their needs, the survey noted. MarTech Advisor
FTC votes to review influencer marketing rules & penalties
The U.S. Federal Trade Commission will reexamine its recommendations, rules, and penalties relating to influencer marketing in its non-binding Endorsement Guides. The FTC said it will also look at how influencer marketing affects and is understood by children. TechCrunch
How Email Responsiveness Builds Trust [Infographic]
Despite or perhaps because of its long digital history, U.S. consumer email use still sits around 90 percent, with people aged 24-44 using it most at 93 percent, while 33 percent of Gen X and Baby Boomers expect an email response in less than one hour — some of numerous statistics of interest to marketers in newly-released infographic data. Social Media Today
California AG Publishes Updated CCPA Regs With Far More Clarity Than The First Draft
With implementation and compliance of the California Consumer Privacy Act (CCPA) still far from universal, the California attorney general’s office recently released a new regulations draft document and has solicited feedback from marketers and others through February 25, 2020. AdExchanger
How brands are using Apple, Google, Facebook and texting to chat up consumers
Care is key for brands using direct messaging to connect with consumers, and AdAge looks at how Google, Apple and other large brands are skipping the need for custom apps and turning instead to direct messaging and mobile marketing. AdAge
10 LinkedIn Stats to Guide Your Social Media Marketing Strategy in 2020 [Infographic]
LinkedIn (client) has an average user session length of over six minutes, with 52 percent of buyers listing the Microsoft-owned platform as the most influential channel during the research process — some of the information contained in a recent infographic. Social Media Today
Instagram overtakes Facebook in audience of top 50 brands, study says
Instagram advertising spending overtook that of parent company Facebook when it comes to 50 top brands, according to newly-released report data, with influencer marketing also showing swift growth. Mobile Marketer
Here’s How PR Pros Are Using Social Listening
67 percent of global marketing communications professionals now see influencer marketing within their scope, while some 77 percent say the same about content marketing, and 56 percent about search engine optimization (SEO), according to newly-released marcomm survey data from Talkwalker. MarketingCharts
ON THE LIGHTER SIDE:
A lighthearted look at the art of project management by Marketoonist Tom Fishburne — Marketoonist
Check the attic! These 8 old tech items could be worth a lot of money — USA Today
TOPRANK MARKETING & CLIENTS IN THE NEWS:
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Two questions that our agency regularly gets from clients are how to choose a social platform, and how to split their advertising investment between multiple channels. Performance data provides great insights into which platforms deliver the best ROI, and ideally, every business should be using this information to determine where to invest their social ad dollars. However, to get to that point, you first need to know where to start.
This post provides recommendations on how to leverage each social media advertising platform based on your vertical, whether you’re just starting out, or looking for additional platforms to integrate into your existing digital advertising strategy to expand your reach.
Note: Two methods of paid social advertising not included in this article are YouTube and Influencer marketing. We generally consider advertising dollars spent on YouTube to fall under a programmatic media buy, and influencer marketing a separate social strategy altogether.
For e-commerce and retail businesses, you want to focus your ad spend on platforms that offer the most robust audience targeting and advertising programs.
Facebook (including Instagram, Messenger, and Audience Network) is a must-use for businesses that have e-commerce capabilities. It is the most advanced of the social platforms when it comes to targeting and available creative formats, and it has the largest user base with 2.45 billion monthly users worldwide. For new businesses or those with low brand awareness, Facebook’s audience modeling and demographic segments are the most powerful of the platforms.
Well-established businesses will benefit from Facebook’s audience matching capabilities, which regularly have the highest match rates we have seen across platforms. For e-commerce brands, I suggest allocating at least 75% of your social ad budget to Facebook as you test the viability of other platforms.
For businesses looking to spread their investment across platforms or reach their audience in new ways, Pinterest has made significant improvements to their ad platform. Users on Pinterest have shown a high level of purchase intent, with 66% of users saying that they have made a purchase after seeing branded content on Pinterest.
Since it acts as more of a discovery platform than a traditional social channel, Pinterest provides the capability to target via audience segments or bid on keywords. The shopping capabilities of Pinterest have increased dramatically as well, and the ad formats allow for product details not seen on other platforms. Businesses can directly translate their paid search strategy to Pinterest, significantly decreasing the initial time investment to advertise. To top it off, CPMs and click costs on Pinterest are low compared to Facebook, and now is the time to invest in a built-out presence: between 2018 and 2019, Pinterest’s global user base grew 28% YoY and that growth is expected to continue in 2020.
Business-to-business (B2B) companies will benefit from social platforms with targeting capabilities that help identify decision-makers based on things like job title and industry.
LinkedIn should always be included in the social channel mix of a B2B company. The primary reason is the targeting capabilities that are specific to the platform. Targeting by job title, company, and industry allow for businesses with a small customer list to accurately build out audiences that aren’t available anywhere else. This personal information is more likely to be given on LinkedIn than on other platforms, and more likely to be kept up-to-date. Advertisers on LinkedIn can get reporting on these audience segments as well, something that is not available on platforms like Facebook.
Facebook is not typically the first thought for a B2B company, but those advertisers have recently become a target for Facebook. Facebook has allocated more resources to building out its B2B offering, such as additional relevant targeting segments. I typically recommend allocating at least 25% of a B2B ad budget to testing Facebook as a complement to your LinkedIn strategy. Although the targeting options are not as strong, the target audience members of a B2B company are likely Facebook users and spend on average 44x more time per month on Facebook than LinkedIn.
Professional service brands should take advantage of social platforms that allow them to build out their business listing and contact/appointment booking options.
Facebook is a natural pick for professional services companies. Although users may not be able to purchase directly from the platform, both lead generation and appointment booking capabilities are the most seamless on Facebook compared to other platforms. Additionally, since reviews live on a Facebook page, references are easily discoverable. I recommend that professional service brands allocate at least 60% of your social ad budget to Facebook.
One of the biggest challenges for Professional Services companies is getting their content in front of relevant audiences at the right time, especially if it requires a significant investment. But since the majority of the content on Pinterest is DIY, including recipes, art projects, home improvement, and personal improvement, this provides a unique opportunity for professional services companies to advertise content that naturally aligns with the other content on the platform.
For example, a plumbing company can repurpose or produce blog content that users will see when searching for home improvement projects. And since Pinterest allows users to save content by category, those users can quickly return to that content at the right time without having to perform additional research.
As existing social channels mature and new ones emerge, it is important to reevaluate your advertising investment regularly. And keep in mind that if your target audience is a specific age range, social media habits change as new users enter the pool. Staying up-to-date on new features can be time-consuming, but one update can make a platform that was previously off-limits the next best performer.
Regardless of your vertical, there is a social channel mix that will work for your business. And if you aren’t sure where to start, we always recommend testing multiple channels to determine which ones will have the highest ROI.
The post Social Media Advertising: Selecting the Best Platform for Your Business appeared first on Portent.