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Customer journey Archives - NVISION

Top Ways ABM Is Creating Opportunities for CMOs

Think of traditional marketing as fishing with a net – designed to reach as broad and wide as possible to snare any potential deals of all sizes. This works well if your goal is not to miss any opportunities but ultimately leads to significant waste.

Then there is ABM or account-based marketing. Compared to traditional marketing, ABM is like spearfishing – targeting only the ideal accounts that are most likely to close and/or generate the most revenue. That’s why, according to a recent report by ITSMA, 87 percent of companies state that ABM delivers a higher ROI than traditional marketing.

So, why should CMOs care about ABM in 2019? Jon Miller of Engagio explains some of the best reasons.

professional meeting - ABM

Better Alignment With Sales

One of the most common frustrations CMOs face is a lack of alignment with sales teams. With different goals, KPIs, and responsibilities, marketing teams often find themselves pursuing one thing while sales is actively pursuing another.

The result? Your prospects receive mixed messages and inconsistent marketing materials. That weakens your brand. But with ABM, marketing and sales are more fully aligned. With a small selection of specific, hand-picked accounts, CMOs can produce marketing materials that are more personalized, targeted, and branded just for those accounts. Marketing and sales are now working in tandem, sharing the same goal of landing those identified accounts.

And that means better ROI for CMOs. In fact, according to SiriusDecisions, sales and marketing alignment can drive up to 36 percent more business growth and 27 percent faster profit growth.

Stronger Brand Recognition

Related to the “waste” associated with traditional marketing methods mentioned above, even the strength of your brand can get lost in the shuffle. For every mass email blast that reaches an audience it wasn’t intended for, your brand is seen as inaccurate, irrelevant, or – worst of all – pitching a message that you did not intend for that customer to hear.

“ABM allows [CMOs] to establish and cultivate trust with your customers, thereby building a strong brand over time,” Miller explains. “If you take the time to utilize the core tenants of ABM, and send a personal and relevant message to a targeted audience,” you are able to portray your brand as an authority, a trusted advisor, and an approachable resource. That specificity and intentionality strengthen your brand.

brand idea poster - onsite services

Marketing Guides the Customer Journey

ABM is a “land and expand” type of strategy. It involves identifying and targeting accounts that are not only ideal new customers but that present likely upselling and cross-selling opportunities as well. “ABM guides intelligent account expansion at existing customer accounts,” Miller says. “In ABM, all customer-facing teams work in harmony to ensure a buyer’s experience is positive, consistent, and in context with the rest of the account.”

This means that ABM uniquely puts CMOs in charge of creating the customer’s journey since CMOs are the best-qualified people in most organizations to safely steward the brand’s identity and value propositions across multiple channels.

“It is about providing a holistic view of each account, coordinating interactions across departments for every stage of the customer experience, and measuring results with an account-centric lens,” Miller continues. “The right person to own the coordination and orchestration of the relationships is [the CMO] because they have the technology and skills to do so.” ABM presents savvy CMOs with an opportunity to apply their strategic expertise to real-world account-based campaigns.

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Account-based marketing, or ABM, is changing how marketers generate leads for the better. With this new focused, granular outlook, ABM presents CMOs with several exciting opportunities to improve both the public perception of their brands and the operational effectiveness of their marketing departments. And that can lead to better ROI, more qualified leads, and stronger revenue forecasts.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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What Smart CMOs Are Focusing On in 2018: Gartner

2018 has already been a big year for CMOs. Between advantageous new U.S. business tax laws and the growth of multi-channel marketing, many brands and CMOs are tackling new opportunities, as well as new challenges. That’s according to Chris Pemberton at Gartner, who shares several of the key lessons and takeaways that the research and advisory company has identified for CMOs in 2018. 

Let’s take a look at some of the major trends and opportunities facing CMOs this year, and how to position your marketing department for success!

Man holding tablet with icons popping out - CMO

Marketing Budgets Tied to Results

According to Gartner, 75% of CMOs in the “Leaders” category expect their marketing budgets to increase in 2018. That’s despite the fact that Gartner reported that marketing budget growth stalled in 2017. The reason? 70% of CMOs who expect their budgets to increase predict those increases will help support advanced marketing analytics and customer intelligence.

It is due primarily to a growing need for more concrete marketing KPIs and metrics that more closely tie into the organization’s business goals. Things like conversion rates and MQLs/SQLs will be key for CMOs to prove their impact and justify their budgets. CMOs should prioritize revenue attribution and strategic partnerships that feature robust analytics and results tracking.

Marketing Technology (Martech) Grows in Importance

Gartner also found that marketing technology (martech) will grow in both strategic value and budget expenditure, among leading CMOs in 2018. According to the firm, far more of their designated “Leaders” than “Laggards” are leveraging martech, with 26% of the latter claiming they are not effectively acquiring or using it, compared to just 16% of the formerFurther, more than twice as many Leaders (65%) as Laggards (31%) plan to increase martech spending this year.

It is primarily due to several factors. Organizations that are rapidly growing need the scalability that martech automation provides. Plus, the efficiencies in both cost and time that martech offers deliver greater attributable revenue and profit, the ultimate goal of CMOs everywhere. CMOs should perform skills assessments and technology audits to determine whether an increased investment in martech is right for their organization.

three female shoppers-retail

Increased Focus on the Entire Customer Journey

From acquisition to retention to growth, leading CMOs understand that the customer’s journey is a long one, with the need for specific and personalized marketing materials that capture and resonate with the customer each step of the way. According to Gartner, leading CMOs emphasize analytics in all aspects of their marketing operations, from supply chain to ultimate asset performance, to measure the customer’s journey.

This attention to detail allows savvy CMOs to anticipate and prepare ahead of time for what marketing materials and activities they will need, and equips them to be ultra-responsive to shifting customer demands and requirements. It is this understanding of the customer journey as a long and changing one that will set successful CMOs and organizations apart from those playing catch-up.

Subscribe to the Blog

Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

LEARN MORE