Waste Not: Target Account Marketing

Part two of our three-part video series on B2B marketing innovation opens with Robin Bordoli’s perspective. In it, he shares the well-known John Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

“When all of your efforts are focused on the accounts most likely to become revenue, you eliminate the guesswork associated with marketing.”

This adage is a classic, but it shouldn’t apply to B2B marketers anymore. Thanks to new advances in technology, marketers are able to strategically target select accounts and have the analytics to find out what’s working. When all of your efforts are focused on the accounts most likely to become revenue, you eliminate the guesswork associated with marketing.

Now, you can streamline your marketing efforts by:

  • Predicting what companies show propensity to buy through the use of actionable web analytics
  • Attracting only those companies likely to become revenue with company-targeted advertising
  • Expediting the buying process with relevant web experiences for your top prospects
  • Engaging and re-engaging with the entire buying committee with B2B retargeting

Not only do you have the ability to eliminate waste, you have full-funnel view of how your campaigns are performing. You’ll always know the ROI of your marketing dollars. With all due respect to John Wanamaker, that means there is no longer an excuse for waste in B2B marketing.

Want to learn more about how new technology has enabled account based marketing? Check out part one of this three-part video series.