Which channels do you naturally think about when you’re crafting your Account Based Marketing strategy? Do you focus only on channels that can deliver personal messages on a one-to-one basis? Or do you broaden your palette to include the fast-growing opportunities of Account Based Advertising (ABA)?
Organising for growth is an evergreen topic in business discussions. Scarcely a day goes by without some reference to how best to make growth possible, or to increase the pace of expansion with businesses we speak to.
In 2017 we launched the London chapter of FlipMyFunnel at the offices of Radiate B2B. As the year progressed, we had some fascinating people join us to talk about their ABM journeys, share war stories and trade advice.
Now, with 2018 firmly underway, we’ve already seen a huge upsurge of interest in adopting Account Based Marketing strategies as marketers get their new year agenda underway. In particular we’ve seen a lot of activity around questions of measurement.
In the week before the second meetup of the London FlipMyFunnel circle, Sheryl Sandberg (Facebook’s COO) took the stage at the DMEXCO conference in Cologne, to tell the gathered AdTech industry audience:
“The marketing funnel itself is collapsing. It used to take time to go from research to discovery to awareness all the way to a purchase. But now you have digital and mobile that is happening faster than ever, and that is for the largest brands to the small corner shop to non-profits… The way you work on your brand and the way you communicate who you are has never been more important.”
This comment (which, unsurprisingly, suggests Facebook to be the answer to the problem) was very timely for September’s meetup. The theme for September was around reach and personal brand, so this news story – and the excellent article Mark Ritson contributed to Marketing Week (Spreadsheet Jockeys are misunderstanding the marketing funnel) – were perfectly timed to spark an interesting discussion.
I was excited to attend, last month, the first London Account Based Marketing Meetup, organised by DemandBase. Quite apart from the sunshine, beer and pizzas they were kind enough to lay on, there was a vibrant discussion amongst the (mostly agency) attendees of experiences in developing and implementing ABM strategies.
One area I found especially interesting was the discussion about which metrics matter when measuring the effectiveness of an ABM approach. I like DemandBase’s line that we need to move away from dependence on what they pithily describe as ‘vanity metrics’.
Back in the 1990s, London creative agency megastars, Bartle Bogle Hegarty (BBH) had a reputation for refusing to take part in creative pitches. Instead they focused on research and strategic planning to refine the brief, allowing the agency to create more focused work. Founder John Hegarty was relaxed about this: “Those who don’t want what we offer won’t come to us,” he said.