5 Steps to Winning at Account-Based Marketing

Account-based marketing (ABM) is gaining ground among B2B marketers. According to a recent study, 2017 B2B Programmatic Outlook, 73% of B2B marketers currently use or plan to adopt ABM in 2017. And it’s for good reason: ABM’s ROI can outperform all other B2B marketing investments.

ABM is hardly a new concept. In fact, some argue that ABM has been around for as long as marketing has. It’s a strategy that treats each account as a market one, allowing for total cohesion between sales and marketing.

Today, it’s being more readily employed by marketers due to the increased use of interconnected data and robust analytics within marketing. On top of that, data is becoming more real-time and scalable through Data-as-a-Service (DaaS) platforms. These insights help marketers better understand and identify their most lucrative accounts, which in turn equips them to prioritize resources when engaging those accounts through the sales funnel.

ABM has even become central to our own business development strategy here at Dun & Bradstreet. We use data, analytics and collaboration with sales to prioritize new opportunities.

Sounds easy enough, right? Not so fast. While it seems simple on the surface, ABM can be a complex process that demands smart execution and input from all members of your team.

Here are five steps that will help you develop a winning ABM strategy for your business. Continue reading

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Interview: Tiffany Sauder on Why The Martech Solutions You Bought Aren’t Getting Used (& How to Change That)

As the President of a three-time Inc. 5000 company and HubSpot Agency of the Year award-winning agency, Tiffany Sauder understands the challenges with MarTech implementations.

Tiffany has a very frank conversation on the pitfalls many businesses go through in implementing a marketing technology solution, the issues associated with expectations from a variety of content sources across the digital marketing sphere, and the reality of what companies can do to implement marketing technology successfully.

If you’re a growing company ready to jump into an implementation, you will not want to miss Tiffany’s advice. If you’ve established your technology footing and are thinking of switching, there are also words of wisdom here.

Tiffany is both a leader in our industry and in my city, so I can’t put into words how appreciative I am of Tiffany taking time out of her incredibly busy schedule to stop down and share her wisdom with our audience! Be sure to subscribe to the E3 newsletter for expert advice from Tiffany and her team at Element Three.

About Tiffany Sauder and Her Agency, Element Three

Business first. That’s the tagline of Element Three, a full-service brand and marketing agency based in Indianapolis that works across channels to solve real business problems for clients who want to be market leaders.

Business First is also the axiom that fuelsElement Three’s President Tiffany Sauder’s own approach to growing an enterprise. When the former financial analyst took the helm of the company in 2006, Sauder was 24. Over ten years later, she’s catapulted annual revenues by over 950 percent.

From coaching executives through the brand considerations of an acquisition to helping them use marketing and sales technology to track marketing performance, Sauder understands that success results from an integrated approach to business, brand, and creativity. Tiffany has been interviewed by the Harvard Business Review and participated in panels hosted by Ad Age and TechPoint.


 

Here are Our Community’s Favorite Marketing Podcasts

If you haven’t listened to podcasts, I’d absolutely encourage you to. Download Stitcher or use your mobile device or use your desktop’s podcasting platform. iTunes or Google Play will let you search and subscribe to them as well.

Last night, we had a great conversation with a local leader who was training for his first mini-marathon at 58 years young. He said that, in training, one of the best things that he’s ever done was to tune into podcasts. He tried music, but it still didn’t get his focus and attention off of running like podcasting did. He could get lost in thought over the duration of a podcast, enabling to run farther and relax more.

A week ago, we interviewed Chris Spangle – an interview we’ll be publishing soon. Chris is one of the leading podcasters running one of the largest political podcasts in the country. He’s also been the digital manager for one of the nation’s largest radio shows for several years. Chris knows audio, and he understands the magic of podcasting like no one I’ve ever met.

While most people think there’s a hierarchy to media – from text, to audio, to video – it’s actually not like that at all. By only listening and hearing conversations, podcast listeners are able to focus on the conversation much better than any other medium out there. It’s very powerful in its ability to capture attention and shouldn’t be underestimated for businesses. Continue reading

Kaon AR: A B2B Augmented Reality Platform

Kaon Interactive is a provider of 3D interactive sales and marketing engagement applications. Available on the Kaon High Velocity Marketing Platform™, Kaon AR™ is the first B2B marketing application that enables companies to place a fully scaled 3D digital representation of their physical product in their customers’ actual environment.

On Tango-enabled mobile devices, such as the Lenovo Phab 2 Pro, users can explore product features, unique differentiators, and marketing messages, while demonstrating product workflow and process in simulated, real-life business environments. This can provide a much better engagement in remote sales, trade show environments, briefing centers, analyst briefings, product launches and more. Continue reading

The 6 Values (and 4 Benefits) of Agile Marketing – Whiteboard Friday

Posted by AgileJim

You’ve probably heard of agile processes in regards to software development. But did you know those same key values can have a huge impact if applied to marketing, as well? Being adaptive, collaborative, and iterative are necessary skills when we live in a world where Google can pull the rug out from under us at a moment’s notice.

In today’s Whiteboard Friday, we welcome guest host Jim Ewel, founder of AgileMarketing.net, as he describes what’s important in the agile marketing process and why incorporating it into your own work is beneficial.

Agile Marketing

Click on the whiteboard image above to open a high-resolution version in a new tab! Continue reading

Email Deliverability: An Interview with 250ok Founder Greg Kraios

250ok has skyrocketed onto the email marketing scene as a must-have for serious email marketers to monitor their inbox placement, design their emails, and protect their email reputation. Unfortunately, many marketers still don’t realize when they have an email problem.

Email service providers tout and report deliverability as the delivery of an email message to the receiving internet service provider (ISP). That message may not have ever made the inbox, though. It often gets delivered directly to the SPAM folder without so much as a notice to the company who sent it.

My good friend Greg Kraios has been leading the email deliverability for years. We worked together at ExactTarget in the early days where his leadership and insight into the email industries led to the development of some incredible monitoring tools for the company. Greg dreamed bigger, though, and left ExactTarget to pursue his vision of an email reputation platform that was both affordable and thorough in providing email marketers with all the tools and reporting they needed.

When Greg brought entrepreneur, investor, and CTO Ryan Pfenninger onboard, that dream became a reality. The platform continues to innovate and expand their features and offerings.

An Interview with Greg Kraios and Ryan Pfenninger

 

250ok Products

  • 250ok Inbox – Measure your inbox placement, not just deliverability. Inbox provides the visibility you need to understand where your mail is going and why. Unparalleled seed coverage, personalized testing, informative diagnostics, and custom alerts keep you landing in the inbox.
  • 250ok Reputation – The most comprehensive tool for email reputation monitoring, Reputation helps you monitor feedback loops, spam trap hits, phishing attempts, and DMARC deployment with unmatched visibility and granularity. Protect your brand. Protect your customers.
  • 250ok DMARC – Worldwide, over 80% of consumer accounts are protected by DMARC, approaching 90% in the US. DMARC designed to guide you through implementing your own policy with ease.
  • 250ok Analytics – Measure and optimize your engagement. Did your customers read your email in length or simply skim through it? By embedding a simple tracking pixel in your emails, Email makes it easy to measure how your recipients interact with your campaigns.
  • 250ok Design – Ensure design consistency by previewing your campaign in 30+ email clients and devices. As new devices and applications are constantly introduced, it’s increasingly difficult to ensure consistent design and user experience across your campaigns.
  • 250ok Blacklist – Blacklisted sending IPs or domains can dramatically alter your ability to deliver mail to your customers. That’s why Blacklist was designed with the flexibility and speed to notify you of listings as soon as possible via SMS or email notifications.


 

I Took A Year Off From Conferences, Here’s What Happened

The last twelve months have been the busiest in our business’ history. We rebranded our MarTech publication, moved our offices after 7 years, and honestly rebuilt our services from the ground up. I decided to skip conferences during the year to focus on the business. In fact, I didn’t even make a trip to Florida in the entire time, where I love getting a rest and visiting my Mom. (Mom wasn’t too happy about this!)

Prior to this period, I spoke at virtually every major marketing conference in North America and spoke overseas as well. In fact, one of my favorite conferences is happening right now – Social Media Marketing World. I absolutely love speaking at conferences – it energizes me and I meet many of you who I have digital relationships with but never met before in person. I’d like to share how it’s impacted me and my business. Continue reading