New ABM Essentials helps B2B marketers further Customer Experience Management (CXM)

Customer Experience

Account-based mar­ket­ing (ABM) works. It’s a proven rev­enue strat­e­gy for B2B mar­keters: 91% of prac­ti­tion­ers report that ABM accounts have high­er ROI than their con­trol group. So, if it isn’t yet, ABM should be one of your cor­ner­stone B2B mar­ket­ing strate­gies to improve win rates and increase deal size.

Yet, ABM can be dif­fi­cult to mas­ter and scale for sev­er­al rea­sons. First, it requires deep­er col­lab­o­ra­tion between mar­ket­ing and sales teams to plan and exe­cute, com­pared to oth­er strate­gies. Sec­ond, more and bet­ter account data is need­ed, beyond what’s typ­i­cal­ly found in the CRM sys­tem. The right ABM strat­e­gy will be pow­ered by more robust account selec­tion, tar­get­ing, per­son­al­iza­tion, and mea­sure­ment. Last­ly, to real­ly get ABM going, often a new set of point solu­tions are required and must be inte­grat­ed to sup­port ABM activ­i­ties.

These chal­lenges pre­vent many teams from reach­ing the full poten­tial of ABM. The result is chan­nel-based or point-in-time cam­paigns aimed at very spe­cif­ic parts of the fun­nel, that leave gaps in the cus­tomer expe­ri­ence. Con­nect­ing each cus­tomer inter­ac­tion has long been the domain of Cus­tomer Expe­ri­ence Man­age­ment (CXM). But now, cus­tomers can bring togeth­er the pow­er of ABM and CXM to put peo­ple and expe­ri­ences at the cen­ter of their B2B mar­ket­ing strate­gies to cre­ate these new account-based expe­ri­ences (ABX).  With ABX, you have an entire­ly new way of think­ing about how to iden­ti­fy, reach and deliv­er engag­ing expe­ri­ences to account-based buy­ing teams. When expe­ri­ence is at the cen­ter of your ABM strat­e­gy, it forces sales and mar­ket­ing teams to come togeth­er, break down notions of buy­er stage own­er­ship and focus on a holis­tic and longer-term cus­tomer rela­tion­ship.

Intro­duc­ing ABM Essen­tials in Mar­ke­to Engage

To help B2B mar­keters address these chal­lenges, we are launch­ing ABM Essen­tials for Mar­ke­to Engage, which will help mar­keters deliv­er ABX across every touch­point in the jour­ney. ABM Essen­tials unique­ly enables sales and mar­ket­ing teams of all sizes and matu­ri­ty lev­els to accel­er­ate growth by sim­pli­fy­ing the process­es, tech­nol­o­gy, data and ser­vices need­ed for ABX. ABM Essen­tials is avail­able today, so your mar­ket­ing and sales teams can col­lab­o­rate on the right strate­gic accounts, coor­di­nate account-based expe­ri­ences across all chan­nels and mea­sure the impact of the com­bined efforts on pipeline and rev­enue.

ABM has evolved from being a super cool buzz­word that mar­keters were intrigued about into a more thought­ful approach to mar­ket­ing,” said Kate Feder­har, senior man­ag­er of Mar­ket­ing Oper­a­tions at Cen­tu­ryLink. “ABM Essen­tials is a huge mile­stone when it comes to cap­i­tal­iz­ing on the val­ue of ABM. We’re look­ing for­ward to fur­ther accel­er­at­ing our strat­e­gy and deliv­er­ing the per­son­al­ized and rel­e­vant expe­ri­ences our cus­tomers expect – all while increas­ing the bot­tom line.”

ABM Essen­tials is the industry’s most com­plete ABM solu­tion, help­ing cus­tomers gen­er­ate more qual­i­fied account oppor­tu­ni­ties and max­i­mize rev­enue faster. By bring­ing the best prac­tices of CXM and ABM togeth­er in a sin­gle solu­tion, mar­ket­ing and sales teams can deliv­er stand­out ABX. Addi­tion­al­ly, ABM Essen­tials com­bines Mar­ke­to Engage’s indus­try-lead­ing mar­ket­ing automa­tion, lead man­age­ment, attri­bu­tion and native­ly built ABM capa­bil­i­ties, giv­ing mar­keters the unique advan­tage of sup­port­ing ABM, inbound, broad-based, or hybrid mar­ket­ing strate­gies all from the same solu­tion.

ABM Essen­tials offers five key capa­bil­i­ties that help mar­keters and sales teams to unlock the full poten­tial of ABM and max­i­mize rev­enue poten­tial:

  • Account insights & pro­fil­ing: Mar­ket­ing and sales can part­ner on a shared strat­e­gy and iden­ti­fy the right tar­get accounts using big data and the pow­er of arti­fi­cial intel­li­gence. Using Account Pro­fil­ing, mar­ket­ing and sales teams can devel­op tar­get accou­nts to engage with­in a mat­ter of sec­onds.


  • Con­tact dis­cov­ery: Attract new con­tacts across paid media and iden­ti­fy key per­sonas with­in tar­get accounts. For exam­ple, a tech com­pa­ny can reach new tar­get cus­tomers on their favorite web­sites with per­son­al­ized ads based on Mar­ke­to Engage data.


  • Cross-chan­nel engage­ment: Auto­mate account-based expe­ri­ences with per­son­al­ized cam­paigns and intel­li­gent nur­tur­ing. A region­al busi­ness with mul­ti­ple loca­tions can, for instance, use AI to deliv­er a cus­tomer in Flori­da a dis­count code spe­cif­ic to their local store.


  • Sales & mar­ket­ing part­ner­ship: Pur­sue accounts togeth­er with sales, with full vis­i­bil­i­ty into sales & mar­ket­ing activ­i­ty. For exam­ple, sales can be noti­fied direct­ly in the CRM sys­tem when a poten­tial cus­tomer has down­loaded a cer­tain asset, attend­ed a webi­nar, or reach­es a spe­cif­ic score based on their activ­i­ties.


  • Mea­sure­ment & attri­bu­tion: Mea­sure account engage­ment and the com­bined impact of sales and mar­ket­ing activ­i­ty. For instance, mar­keters will be able to see how much pipeline or rev­enue a web page or ebook drove across their tar­get accounts, through AI-pow­ered attri­bu­tion.


All of these account-based plan­ning, engage­ment, and mea­sure­ment capa­bil­i­ties are avail­able in a sin­gle, easy-to-use solu­tion as part of Mar­ke­to Engage.

Pre-built inte­gra­tions with part­ners

To sim­pli­fy the chal­lenge of research­ing thou­sands of mar­ket­ing tools and man­ag­ing a grow­ing tech­nol­o­gy stack, at launch, we’ve hand-select­ed 32 strate­gic part­ners with pre-built inte­gra­tions. These part­ners com­ple­ment each of the five ABM Essen­tials capa­bil­i­ties and include new­er part­­­­­ners, like Drift, Bomb­o­ra, Demand­base, and Liv­eR­amp as well as long-time part­ners, such as LinkedIn and Vid­yard.

These inte­gra­tions empow­er mar­keters to kick-start their ABM strat­e­gy, with Mar­ke­to Engage as the orches­tra­tion hub, and deliv­er the account-based expe­ri­ences that build rela­tion­ships and fuel growth.

Learn more about how ABM Essen­tials can gen­er­ate more qual­i­fied account oppor­tu­ni­ties and max­i­mize rev­enue faster for your orga­ni­za­tion here.

Customer Experience
Digital Europe

Posted on 06-18-2019

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