BusinessOnline | B2B Marketing Agency

Welcome to the Account-Based Marketing education hub

ABM is more than just generating a lead, it's about cutting through the noise to engage an enterprise.

Aligning teams under a focused and strategy-led ABM campaign can provide profound answers to many of the problems with modern marketing campaigns. These resources can help.

An account-based marketing strategy can

Provide clear, concise ROI
Ensure you spend time/effort/money on ONLY the most promising accounts
Increase Meaningful Engagement With Your Content
Align your sales and marketing teams for optimal performance

Explore how to engage the accounts you value most

5 steps to successful ABM

IDENTIFY
ATTRACT
ENGAGE
CLOSE
ANALYZE
RETAIN & GROW

Identify

Get the right customers

Your Ideal Customer Profile (ICP) and Target Account Lists (TALs) are the cornerstones of your ABM strategy.

Developing them needs to be a team effort so it's necessary to get everyone on the same page from the beginning.

BOL are alignment experts that can help sales, marketing, and stakeholders find a middle ground to be most effective.

Attract

Personalized creative designed with your targets in mind

ABM relies on great content and relevant messaging. You can drive account engagement with personalized content for your customers the way that they want it.

BOL's content team helps design attractive content to accelerate ABM efforts.

Engage

Relevant, impactful experiences

Who are you trying to reach? Why?

Segmenting the right audience and identifying target accounts will allow your strategy to remain relevant and resilient.

BOL can help map out your program's goals and objective's so your strategy and creative are laser-focused.

Article: 3 Ways to Use Live Chat for Better ABM Results

Live chat helps digital marketers connect with audiences in real-time. Chat-based systems are designed to help foster relationships and create authentic experiences.

Article: 4 Account-Based Marketing Tactics You Need to Know

To break through to and engage your target audience, you need to constantly innovate your ABM tactics.

Article: Complete Guide to LinkedIn for Account-Based Marketing

Because of its rich first-party data, LinkedIn has become a haven for account-based marketers to reach their target audience in a refined, personalized approach.

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Article: The Top Account-Based Marketing Challenges - And How To Overcome Them

Some ABM challenges below have always existed. Others are new, caused by shifts in B2B sales. One thing they all have in common: With the right tools and expertise, they are completely solvable.

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Article: What To Do When Your Sale Team Isn't Onboard With Your ABM Program

ABM program alignment between your sales and marketing teams is one of the most common challenges.

Article: ABM and Sales Enablement: Why They Go Hand In Hand

The alignment of marketing and sales is a no-brainer. It leads to 67% higher conversion rates and 209% greater revenue.

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Article: Close More Target Accounts With a United Marketing and Sales Team

Efficiently finding, targeting, and developing prospects is a team sport. It demands a collaborative effort between marketing and sales.

Article: How to Optimize Your ABM Campaigns the Right Way

Treating ABM like just another line item on your marketing to-dos is exactly how we see ABM programs fail.

Close

Maximize sales efforts

With personalized content and experiences and full buy-in from the whole team, ABM accelerates buyer acquisition, education, and engagement.

BOL helps continue to bridge the gaps between marketing and sales leadership to review efforts and sync up on ongoing and future targeted initiatives that deliver results.

Analyze

Less click-throughs, more closes

With ABM, It's important to you're setting and tracking the right KPIs.

BOL helps companies cut through the noise and focus on the metrics that matter to give you the best ROI for the bespoke content you've created.

Article: What Are the Most Important ABM KPIs to Track?

Account-based marketing KPIs are different from other types of marketing. So which ABM metrics should you track to get the most from your campaigns?

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Article: How To Track Account-Based Marketing ROI

ABM can go wrong - either by wasting precious time and resources focusing on the wrong accounts or by setting unrealistic goals. Knowing how to set and track ABM ROI is the key to success.

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Article: Top 12 Reasons Account-Based Marketing Campaigns Don't Get Results

With all of the wonderful benefits associated with ABM, why doesn’t every organization utilizing ABM realize great results?

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Article: How to Choose The Right Account-Based Marketing Channels

Digital advertising is a broad category. Just like every marketing tactic isn’t right for every program, not every digital channel will fit your ABM campaign.

Download the eBook: CMOs Guide to Mastering ABM