Account Based Marketing

07Jun

ABM for Healthcare and Life Sciences

Navigating the Complex Landscape of Healthcare Marketing and ABM By Tectonic Salesforce Marketing Consultant, Shannan Hearne Marketing healthcare products and services, particularly within the health information technology domain, poses intricate challenges that demand sophisticated solutions. Tectonic and I address these challenges by aiding healthcare marketers in personalizing their strategies, simultaneously reaching diverse key stakeholders, and ensuring compliance with state-specific regulations. Alignment through account based marketing provides a data-driven strategy that aligns both teams and initiatives with a personal, relevant, and interactive approach. A powerful solution to these challenges is the adoption of an account-based marketing (ABM) strategy. This approach leverages real-time data, content, inbound and outbound methods to target key accounts and decision-makers, ensuring compliance. ABM proves particularly effective in engaging high-value hospitals and integrated delivery networks. Account Based Marketing allows you to identify and target your highest potential deals. By utilizing an account based marketing approach, healthcare companies can effectively reach and interact with key decision makers, driving better results and ROI. What if you could speed up the velocity of your healthcare sales cycle and improve the results of your B2B marketing strategy? ABM can help you do just that. Think of it like a close the deal pass to engaging (and winning) high-value prospects. Personalized marketing efforts are the practice of hand-crafting marketing messages to the needs and wants of an individual or group. This can include personalized email campaigns, direct mail, and customized content and messages on landing pages. Implementing ABM in healthcare and life sciences requires marketers to identify their target audience based on parameters such as business size, profitability, region, growth rate, and the traits of their most profitable customers. Crafting an ideal customer profile (ICP) prevents wasteful efforts on unprofitable or unattainable accounts. Enhancing engagement through ABM campaigns involves investing in sales enablement tools, including cloud-based CRMs, APIs, email marketing technology, and digital asset management. The integration of digital marketing systems into daily processes facilitates personalized advertising, fostering buyer engagement, trust, and customer loyalty. The Salesforce ecosystem of sales and marketing platforms is the preferred choice of Tectonic and many healthcare organizations. Successful ABM implementation hinges on the ability to track the customer’s buying journey for both prospective and current clients. ABM analytics, encompassing overall account engagement and website lift metrics, refine marketing and sales outreach, generate high-quality leads, and spur new growth. ABM emerges as a highly effective marketing strategy to land ideal healthcare customers, empowering healthcare marketers to overcome the industry’s complex challenges. Account based marketing outperforms other marketing investments 87% of the time. A 97% higher return on investment resulting in incorporating account based marketing is attainable in the healthcare and life sciences industries. I look forward to working with your Tectonic Salesforce Implementation team to incorporate account based marketing into your overall investment in Salesforce. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Alphabet Soup of Cloud Terminology As with any technology, the cloud brings its own alphabet soup of terms. This insight will hopefully help you navigate Read more

20Dec

1 to Few ABM

A 1-to-few ABM marketing approach, often referred to as ABM Lite or account segmentation. In this strategy, marketers target a select group of second-tier named accounts, typically numbering between five to ten. These key accounts, or ICPs (ideal customer profiles) should be the most likely to generate the highest revenue. Unlike the highly personalized nature of true one-to-one ABM, ABM Lite focuses on personalized campaigns tailored to a small group of individuals or companies sharing similar characteristics, such as industry, size, growth signals, region, tech investments, or pain points. The 1:Few ABM approach involves sales and marketing teams identifying target accounts with common challenges, goals, and needs. While not as individually tailored as one-to-one ABM, it demands substantial research, preparation, and skill to generate high-value opportunities among both new and existing accounts. Account based marketing is traditionally a B2B or B2B2C tool. But transitioning to an ABM strategy can be challenging for companies. Tectonic covers many aspects of ABM in our insights section. The strategy and scope of a 1:Few ABM campaign require a holistic approach to planning, content development, and account nurturing. ABM requires tailoring your marketing efforts to meet the unique needs and preferences of individual accounts, with the end goal to build stronger relationships, drive revenue growth, and maximize customer lifetime value. Key considerations include: Embracing a 1:Few ABM strategy requires careful planning and execution, emphasizing collaboration across the sales and marketing teams, and continuous learning throughout the campaign’s duration. Account Based Marketing can drive up to three times the conversions of traditional marketing, making it a great addition to your overall marketing efforts. Tectonic looks forward to assisting you in implementing Salesforce and ABM strategies. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Guide to Creating a Working Sales Plan Creating a sales plan is a pivotal step in reaching your revenue objectives. To ensure its longevity and adaptability to Read more 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more

December 20, 2022in Account Based Marketing, Salesforce Sales Cloud

04Nov

1 to Many Account Based Marketing

Discover the solution to your marketing challenges with Programmatic ABM, also known as 1:Many Account Based Marketing, where technology scales reach and personalization for a larger number of accounts. In the challenge of winning customers and expanding your base, the traditional approach of casting a wide net and hoping for success falls short. Account-Based Marketing (ABM) emerged as a strategic alternative, focusing on specific high-value accounts through tailored campaigns and personalized messaging. Different types of ABM can be applied based on business goals, needs, and resources. 1 to Many ABM 1:Many ABM, or Programmatic ABM, represents the least intensive form. It targets a large number of accounts simultaneously, relying on technology and automation with tools like Salesforce and Einstein AI. While campaigns and content are not individually tailored, they address a larger group with similar characteristics, categorized based on industry, size, location, goals, needs, and challenges. This approach proves beneficial for businesses aiming to reach a broad audience on a limited budget, as it demands fewer resources and offers cost-effectiveness. Salesforce Marketing Cloud Account Engagement, formerly Pardot, is a great tool for 1 to many account based marketing. Characterized by targeting 100 to 1000+ accounts, 1:Many ABM exhibits low personalization compared to other ABM types. Resources needed are generally low to moderate, given the automated nature of campaigns. The team structure may not require an ABM strategist but will need content writers and integration/analytics experts. As the most cost-effective option, it suits businesses on a limited budget. Use Cases Use cases for 1:Many ABM encompass lead and demand generation, entry into new markets or product promotion, and educating potential customers. It proves effective in campaigns designed to attract new leads, launch products, or provide information to move potential customers down the sales funnel. An exemplary 1:Many ABM campaign executed by DocuSign involved a targeted display ad campaign for over 450 enterprise accounts. The campaign ran across six different industries. The ad messaging and content were customized based on industry and the customer’s buying stage. Thus aiming to boost website traffic, improve click-through rates, and increase meaningful customer conversations. If you are ready to explore Salesforce Account Engagement and 1 to many account based marketing, contact Tectonic today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

November 4, 2022in Account Based Marketing, Data, Enterprise, Salesforce, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Technology

09Jun

Leveraging Email Marketing in Account-Based Marketing

Leveraging Email Marketing in Account-Based Marketing (ABM) Strategies Email marketing is a versatile and powerful tool for targeted outreach, and its impact is amplified when integrated into an account-based marketing (ABM) strategy. ABM focuses on delivering highly personalized campaigns to specific high-value accounts rather than casting a wide net over general segments. Combining the precision of ABM with the direct reach of email marketing allows businesses to create impactful, tailored campaigns that drive engagement and conversion. Here’s a closer look at how email marketing can become a cornerstone of your ABM strategy, along with practical tips for success. What is Email Marketing in an ABM Strategy? In the context of ABM, email marketing moves beyond generic outreach to focus on creating tailored experiences for specific accounts. It enables businesses to deliver content and messaging directly to decision-makers within target organizations, addressing their unique pain points and needs. To harness email marketing within ABM, marketers must: Identifying and Segmenting Target Accounts Effective email marketing for ABM begins with identifying the right accounts and dividing them into meaningful segments. Here’s how to approach it: Crafting Highly Personalized Email Campaigns Personalization is the backbone of email marketing in ABM. Tailored messaging ensures that your emails resonate with recipients. Key tactics include: Integrating Email Marketing with Multichannel ABM Email marketing becomes even more effective when paired with other ABM channels. Consider these integration strategies: Measuring Success: Key Metrics to Track To refine your email campaigns and ensure alignment with your ABM goals, track these essential metrics: *See definitions below. Best Practices for Ongoing Improvement By aligning email marketing with your ABM strategy, you can deliver tailored, high-impact campaigns that resonate with decision-makers and drive meaningful results. When executed thoughtfully, email marketing becomes a powerful lever for strengthening relationships with high-value accounts and converting them into loyal customers. Editor’s Note: The formula for calculating click-through rate (CTR) is: CTR = clicks ÷ impressions and CTR = (number of clicks / number of impressions) x 100. CTR is a ratio that shows how often people click on an ad or free product listing after seeing it. For example, if an ad has 5 clicks and 100 impressions, the CTR is 5%. CTR is an important metric because it helps understand what works and what doesn’t when trying to reach a target audience. A low CTR could mean that the wrong audience is being targeted or that the message isn’t persuasive enough. Factors that can affect CTR include: The campaign being run, The keywords being targeted, The channel and purpose of the ad, The industry, and The ad’s position. As of 2023-2024, the average CTR for display advertising campaigns is around 0.5-1%. The formula to calculate an email open rate is: To calculate the open rate, you need two variables: The open rate is a percentage that measures the success of your email marketing campaign. It’s a critical metric that reflects how engaged your audience is with your campaigns. You can use an email open rate calculator to help you determine the effectiveness of your email marketing campaigns. Factors that can influence your email open rate include: The average email open rate across all industries is 17.92%. However, open rates vary from industry to industry and depend on the quality of your email list. By Tectonic Solutions Architect, Shannan Hearne Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

June 9, 2021in Account Based Marketing, Data, Distributed Marketing, Marketing Automation, Salesforce Marketing Automation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

30Mar

ABM Email Marketing Tips

Email communication is a huge tool in building a strong connection between your marketing and sales teams and your top accounts and leads. Effective planning and customized email templates enable the delivery of highly personalized messages that resonate with your target accounts. ABM email marketing with Salesforce Account Engagement can help. To execute successful account-based marketing campaigns, it’s essential to recognize that you’re marketing to multiple individuals across an account, not just a single lead. This requires creating multiple nurture campaigns based on specific recipient criteria like persona, job title, industry, geographic region, or annual revenue. By anticipating each role’s potential questions and addressing them through tailored content, a personalized experience that directly addresses their needs is created. For sales email templates, it’s vital to ensure that members of target accounts feel understood and heard. Success ABM email marketing requires 3ditable templates allowing sales reps to customize content while maintaining consistent brand elements, such as letterhead, font sizes, and email signature banners. When reaching out to a new account, invest time in researching the individual and understanding their interests. Utilize social listening and follow-up messaging in crafting a personalized and targeted email template resonating with your target account. Provide valuable insights and resources addressing their specific pain points and goals, and invite them to discuss how you might help them achieve their objectives. Create a two way line of communication. By focusing on delivering highly personalized and targeted messages, strong connections with top accounts can be fostered. This leads to better results for your business. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 30, 2021in Account Based Marketing, Salesforce

03Feb

Building an ABM B2B Model

For marketers worldwide, the term Account-Based Marketing (ABM) has become a familiar concept, evident in the rise of Google searches for “account-based marketing” and “ABM” in 2020. An ABM B2B model is a special case. One year later, new terms like “account-based experience,” “account-based everything,” and the encompassing acronym “ABX” are gaining traction, shifting the focus from marketing to the holistic customer journey. Therefore, account based marketing has moved from a conversion metric measurement and process to a more all encompassing one from lead capture and identification as an ABM prospect to warming and closing. Forrester’s forward-thinking predictions indicate that by 2025, B2B demand generation will pivot towards accounts rather than leads, a trend accelerated by the events of 2020. An ABM B2B model, at its core, leverages insights about top customers to identify and engage with similar prospective customers. True it is cheaper to maintain a customer than to win over a new one. But it is also easier to win a new customer based on what you know about an existing look-alike customer. That is the basis for all ABM. ABM B2B Model Implementing a robust ABM strategy requires the integration of a CRM solution and a marketing automation platform. The CRM functions as the centralized data repository, supporting the account-centric strategy, while the marketing automation platform scales and real-time engages target markets. This integration empowers B2B revenue teams to effectively launch and cultivate ABM strategies, fostering enriched customer relationships and driving business value. Successful ABM lies in adopting an account-centric approach, placing buyers at the core of each interaction. This means crafting highly personalized experiences that seamlessly blend targeted content and intentional communications across all touchpoints. In the today’s marketplace, buyers anticipate personalized offers, and ABM is strategically designed to interpret individual buyer needs, automatically delivering pertinent content and messages across diverse channels. Successful Account-based Marketing Salesforce CRM serves as a linchpin for successful Account-Based Marketing. It acts as the singular source of truth for account data, providing teams with a comprehensive 360-degree view of customers. Marketing Cloud Account Engagement is especially useful for B2B ABM models. Leveraging this data, marketers can personalize engagements through marketing automation, identifying optimal ABM target accounts, creating tailored content, and delivering it through the recipient’s preferred channels. Collaboration across marketing, sales, and service teams is facilitated by sharing leads and adjusting tactics based on engagement data. Evaluating the efficacy of your ABM campaigns is crucial for success. Metrics such as customer retention, engagement, awareness, and lead quality are instrumental in tracking and measuring your success. Organizations employing ABM see remarkable results, with 77% achieving a 10% or higher ROI, and 45% experiencing at least a two-fold ROI compared to alternative marketing strategies. Tectonic and ABM Tectonic, as your Salesforce implementation partner, ensures a tailored Salesforce solution aligned with your business needs. Through a proprietary discovery process, we customize a solution that encompasses essential elements of your business model while eliminating unnecessary components and technical debt. If you are debating adding an account based marketing solution to your b2b business, contact Tectonic today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

February 3, 2021in Account Based Marketing, Salesforce

ABM for Healthcare and Life Sciences

1 to Few ABM

ABM Email Marketing Tips

Building an ABM B2B Model

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