As you identify and refine your B2B marketing strategy for the coming year, are you factoring in an account-based marketing approach? Account-based marketing is a strategic approach that focuses on key accounts, strengthening relationships, bringing greater business value to accounts on an individual account basis and focusing on helping your key clients become more profitable.
Oh, and this approach? Around here, it’s what we call Profitability 101, and reiterates lessons I learned very early in my career (thank you, Bill Fromm). No matter what your business, deepening your relationships with existing customers is typically exponentially more valuable—and more profitable—for your company than acquiring new clients. And if you’re in the B2B space, to my way of thinking, this should be an important component of your strategic plans for the coming year.
Have I convinced you? Want to know more? It’s your lucky day.
You can learn more about developing an account-based marketing strategy and why it’s important during a free webinar brought to you by our friends at Demandbase, “Account-Based Marketing in 2013—A Demandbase Survey” on Wednesday, November 28, at 2 p.m. EST.
Historically, an account-based strategy has been of ongoing importance for B2B sales teams, but not a significant part of marketer-created demand generation programs. Sales teams tend to focus on accounts that are most likely to become revenue, while marketers often run campaigns focused on generating a high volume of leads. The new reality? You need to do both.
Leading analyst firms are now incorporating account-based marketing practices into their research segments, which means this is a prime time for you to consider how you can weave this approach into your own B2B marketing strategy. Not sure where to begin? Jason Stewart, director of marketing at Demandbase Inc., and Craig Rosenberg, CEO and Editor of Funnelholic Media, will guide you through this strategy with a number of discussion topics including:
- The #1 strategy B2B marketers are focusing on in 2013
- The factors driving content marketing decisions next year
- Which marketing targets are consuming the most resources in B2B
- The leading factors B2Bs consider while scoring new leads
- The top challenges B2B marketers are likely to face in 2013
Plus, Jason and Craig will also share results from a recent survey that investigates how B2B marketers are reacting to new account-based strategies, giving you the tips and information you need to identify and refine your own approach.
It’s hard to believe 2013 is right around the corner (especially if you’re still chowing down on Turkey Day leftovers), but now’s the time to plan for the coming year—and this webinar is a great place to start. Plus, did I mention it’s free?
Register online to secure your spot. I’ll be there, and I hope you’ll join me and my team!
Image by Bogdan Suditu via Creative Commons
Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years’ experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging develoment, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly’s coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”
