Target Account Marketing: Don’t Try to Innovate Without It

Although not all B2B companies have shifted to Account Based Marketing, most would agree it’s a natural–even necessary—next step. After all, In B2B:

  • We sell complex solutions and services to companies.
  • Companies have buying committees that evaluate vendor solutions.
  • An average of seven stakeholders at these companies are involved in the buying decision.

It makes perfect sense that our approach to B2B marketing must be one that identifies the companies that are likely to buy and markets to the buying committees at those companies. For many businesses, the question is: How do we execute on this?

Through technology innovations, account based marketing has transformed from an unobtainable philosophy into a mission-critical platform.

Sometimes, our goals for the future are clear, but without the right technology and tools, we lack the ability to achieve them. Only through innovative technology can we innovate our businesses.

It wasn’t actually until recently that we as B2B marketers had the tools to make account based marketing actionable and scalable. To do that, we need a full view of the companies that show real buying intent, connected analytics and other tools and the ability to act on those insights in real-time.

And that’s where Target Account Marketing comes in. It enables you to attract the right companies to your site, see them on your high-value pages, drive deeper engagement with them through a personalized web experience and convert them more effectively than ever before. Through technology innovations, account based marketing has transformed from an unobtainable philosophy into a mission-critical platform.

Recently, we asked some of our favorite B2B marketers and thought leaders how marketing innovation is enabling them to be more effective. Hear what they had to say in part one of this three-part series. If you listen closely, you’ll hear why it’s all about Target Account Marketing.