Why is everyone talking about ABM? It’s because 87% of B2B marketers have agreed that ABM delivers a higher ROI than other marketing activities.
If your end goal for your event is to drive more qualified leads to sales—and it should be—then account-based marketing (ABM) is the way to go.
Improved team alignment was named as the top payoff to an ABM strategy according to 56% of respondents in the Demand Gen Report’s ABM Benchmark Survey. It's no secret this is a key ingredient to an effective ABM strategy at events, but there are a lot of players involved (Sales, Marketing, Event Planning, Customer Success), which makes it hard to know where to start. Getting your teams aligned for a stronger event and ABM strategy can be tricky, so we reached out to ABM and team alignment expert, Bob Peterson of SiriusDecisions to help us all learn how to achieve it and further our success.
If you’re a regular visitor to the atEvent blog, you’ve probably noticed that we’ve been talking a lot about Account-Based Marketing (ABM) lately. There’s a good reason for this: ABM is emerging as a powerful strategy for B2B organizations, especially those creating Enterprise solutions. At the same time, events are taking center stage as a key source of business intelligence needed to fuel this strategy.
There’s no question that Account-Based Marketing (ABM) is a hot topic this year. The strategy—which involves deep alignment between Marketing and Sales teams to better target, nurture, and convert your most valuable accounts—has been around for a while, but is finally seeing its heydey in large part because of technology that facilitates team alignment and personalization at scale.
73% of B2B marketers agree that events are better than any other tactic for customer engagement.
In our recent webinar with Sirius Decisions, we cover why and how companies should be incorporating their event data and intelligence into their ABM strategy to deliver growth and improve sales productivity. Account-based marketing aligns demand creation programs and messaging to provide targeted accounts with valuable content and information, and the most explicit insights on accounts come directly from the source at events. However, most companies are not using their events to inform their strategy, which was reflected in our in-webinar polling.
Did you know companies with tightly aligned sales and marketing teams are 67% better at closing deals? That’s why successful B2B sales teams are getting involved in ABM to switch from targeting leads to targeting the accounts they value the most. By collaborating with Marketing, Sales can look to improve their lead quality, assign prospect and account attribution, and increase pipeline velocity. Information about Account-Based Marketing has been everywhere this year, in almost every marketing publication out there, but you might not be aware of how much information sales teams hold and how the strategy is only as strong as the collaboration between Sales and Marketing. In this post, we’ll look at the sales side of this important strategy, share what sales teams need to make ABM work and, of course, how events fit in.
You told us how we could improve atEvent Central and we got right to work to revamp our web platform to provide you a more streamlined and powerful experience.
Here are just a few features of the all-new atEvent Central that you’ll want to see for yourself: