Last week at B2BMX, ViON’s Senior VP of Marketing Liz Anthony presented a live session titled “Blast Open Doors and Accelerate Growth with an Account-Based Experience”. In the session, Liz discussed ViON’s journey to establishing a successful ABM program while pinpointing key factors marketers must consider when starting an ABM program. Let’s take a look at a few takeaways from Liz’s session…
How to Develop an ABM Strategy
ABM has a lot to offer an organization’s business strategy and allows marketers to dream big. However, building a strong foundation is critical for an ABM program’s long-term success. In Liz’s session, she lists a few tips marketers should take into consideration when developing their account-based strategy.
- Deliver pipeline and results, not empty promises
- Account executives don’t want to waste their time talking to out of target accounts
- Take advantage of the Martechs latest innovations
- Measure and quantify success with reporting
ABM is agile and marketing teams have to be quick on their feet. Preparing your organization, marketing team, and strategy pays dividends when starting a new ABM program.
Where Do Campaigns Fit?
In Liz’s session, she discusses how she breaks campaigns in ViON’s funnel into three separate tiers and segments accounts into the tier that’s best fit. “It’s important to know what kind of campaigns you’re working on so you know what tactics are best suited,” said Anthony.
Once the target accounts are in the appropriate tier, ViON’s marketing team can now provide the account with the right content at the right time. This also enables ViON to set up orchestrated campaigns that nurture an account throughout the entire buyer’s journey.
You can watch Liz’s full session on-demand here to get more ABM insights.