Curious about account-based marketing (ABM) and whether it’s a good strategy for your organization? We’re hosting a roundtable discussion about ABM through BMA Colorado on April 24th. Meredith Giersch, our Director of Channel Optimization, will explain how to implement ABM from strategy to execution. Since it’s such a hot topic (and there aren’t very many seats left!) we thought we’d offer some resources about this strategy here on our blog.
We’ve gathered 4 posts below that do a great job explaining how account-based marketing works and what you can do to get started with it.
Each month Net-Results chooses one of our global channel partners to feature in a “Spotlight” interview. The firm we choose is a Net-Results partner with a compelling offering who is a leader in their industry. We publish our Partner Spotlights to our blog and in our newsletter for people to learn from their experiences. Check out our interview from August 2013 with Customersonly.
Customersonly is a social commerce agency delivering a new marketing mix that creates strong brands and breakthrough business value. Customersonly helps clients create new high quality ways to enhance the dialog with their customers across all channels of social and traditional media. Customersonly is based in Sweden and works across all the nordic countries with world-class clients such as Toyota, Lexus, Eniro, The Swedish Childhood Cancer Foundation, Cognizant and Swedavia. Check out our interview with Niklas Nasen, Solutions Architect & Data Scentist at Customersonly, one of our top partners in the European region.
This morning, a member of our marketing team popped her head into my office. She asked a few questions about the news of Act-On’s $42M round (congrats to them, by the way) and I shared my thoughts on them, and the market at large. As she walked out of the room she jokingly asked “Are we the only profitable marketing automation company?”. I laughed as she left, but then started thinking that maybe yes, we might just be the only one.
A majority of our competitors are private, as we are, so their financials are not publicly available. But I can guess that the ones that have raised significant outside money, which is pretty much all of them, have been spending the money on working capital; sales, marketing, operations, development, etc. Good sound moves for an industry seeing massive growth. The “you have to spend money to make money” adage works in that paradigm. And most are in the “spend money” phase more than the “make money” phase to ensure their place when reporters, analysts and prospects look at and talk about vendors in the space. Again very sound.
As many know, we to date have not chosen to go that route. We have been around for a number of years, cut our teeth on “big data”, and decided to grow organically through our amazing worldwide agency channel. We’re profitable, and every dollar we make goes back into the company. It’s a great way to grow. It’s hard and it has it’s challenges but I wouldn’t have it any other way.
So again, kudos to Act-On. And Marketo. And Eloqua. And Pardot. They have blazed a great trail in marketing automation. We are all winners in this market.
Matt Filios, President of Net-Results, is a twenty year veteran of eight startups, four as Founder/co-Founder, and six as President or CEO. A passionate leader, Matt loves working with partners and customers around the globe. When away from work, Matt is an indie music junkie, aging soccer goalkeeper, and golf and tennis enthusiast.
Each month Net-Results chooses one of our global channel partners to feature in a “Spotlight” interview. The firm we choose is a Net-Results partner with a compelling offering who is a leader in their industry. We publish our Partner Spotlights to our blog and in our newsletter for people to learn from their experiences. This month’s interview is with The CRM Warehouse, who have made it their mission to offer their customers a high-performance, affordable and flexible IT platform based on providing superior Cloud Technology. No hype, no experiments, just proven business solutions. They work exclusively with world leaders in Cloud Technology: IBM, Microsoft, SugarCRM, Drupal, etc. Check out our interview with Tom Symoens, Managing Director:
Q: Describe your company in 3 words.
A: Bridging Business & IT. Sorry, I cheated.
Q: What is the most common pain point your solutions helps to solve for your customers?
A: IT issues of all kind
Q: What is The CRM Warehouse really excel at?
A: Custom made, fully integrated, business management platform based on leading technology
Q: What are the 3 most important technology tools you use?
A: SugarCRM, Net-Results and Drupal
Q: If you could, what would you automate in your life?
A: All paperwork
Q: What is your favorite social platform for your business & why?
A: Linkedin – truly professional social network, globally the reference and very user friendly
Q: Worst email subject line you’ve ever seen
A: Any email screaming: “discounted”, “50% off”, “buy now”, “exclusive invitation”… Are there really people responding on this kind of emails??
Q: What are you working on improving in 2014
A: Evangelise IT 3.0: a cloud based SaaS platform and how it can be used to drive more efficiency in the modern organization.
Q: If you could have a superpower what would it be?
A: Flying as Superman
For agencies, it’s important to be constantly considering the business needs of your customer ecosystem. Think about your top 5 clients. What are they doing today and what should they be doing to become more successful? Are your clients’ businesses growing at the rate they should be? How can you help them reach the next level? Focus on your client’s needs. Marketing automation technology has created a paradigm shift in the field of marketing, transitioning it from Mad-Men-esque thinking to a highly advanced technical field that ties marketing directly to ROI. Organizations are waking up to this shift but they need help to implement demand generation strategies and marketing automation software. That’s where agencies come in.