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Everything Starts with the Right Target Accounts

Start-Here

Experienced B2B Marketers know that proper target account selection is the cornerstone of any successful ABM campaign. It is de facto, the first move to make when planning an ABM program.

Still, many marketers struggle with the process and go down the wrong paths. Well, choosing your target accounts doesn't have to be complicated, and this week, we write about a Simple 3 Step Process to help you get it right.

Before getting into it, we need to address a burning question: who takes ownership of selecting the target accounts? We believe that great account-based marketing needs full organizational alignment and while marketing should own the process, Sales need to be tightly involved. Both need to work together and decide on which accounts will generate the best return on marketing investment.

The key here is to leverage the intimate account knowledge salespeople have acquired over time and combine it with the appropriate data & insights marketing can provide.

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Jabmo Inc. 701 Tillery Street, Suite 12, Austin, TX, US 78702
+1 (737) 220-3579

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The End of Cookie-Based Advertising
What this means for marketers in B2B manufacturing

The big three internet browsers will have phased out third-party cookies by 2022. Firefox and Safari were the first to phase out third-party cookies. Google on the other hand says that these changes will happen over two years as they work with advertisers to ensure that this pivot doesn''t destroy the online advertising business. Google Chrome accounts for about 69 percent of the global desktop internet browser market share.

What are first and third-party cookies? First-party cookies are "dropped" by website owners when a user visits their own website for activities such as pre-buying research. They help manufacturers understand their customers and deliver the best user experiences on their own sites. Third-party cookies are used primarily for retargeting and behavioral advertising. Cookies are dropped into browsers by domains other than the one you are visiting directly (hence the name third-party) and a log of users'' anonymized browsing behavior is built up and sent back to publishers'' advertising partners such as Google DoubleClick For Publishers. This means advertisers are able to display their ads to relevant audiences. Automated advertising based on cookie-based audience signals accounts for almost 90 percent of digital media.

Why is Google killing third-party cookies? A Google blog post explains why they are making third-party cookies obsolete: "Users are demanding greater privacy--including transparency, choice, and control over how their data is used--and it''s clear the web ecosystem needs to evolve to meet these increasing demands.".

What does this mean for marketers in manufacturing? Many global manufacturers and their ad agencies rely on third-party cookies to build behavior profiles and target users with relevant ads based on their web activity. As Google begins to phase out third-party cookies, profiles created by these cookies will include less accurate information about users and this form of digital advertising will become ineffective.

How can we do ABM without third party cookies? With the end in sight for cookie-based ads, let''s take a look at what options are available for marketers in manufacturing seeking to reach unknown members of buying groups in key accounts:

Read More

Jabmo Inc. 701 Tillery Street, Suite 12, Austin, TX, US 78702
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

The Best Marketing Plan For 2021

B2B Marketers struggled in 2020 with canceled in-person events, shifting priorities, and a frantic rush to digital. They are now being tasked to define new pathways to recovery and growth.

I believe now is the best time to be a B2B marketer. 2021 represents an unprecedented opportunity to go all-in on digital marketing and selling, build a great customer experience, and become a proven revenue growth driver.

Highlights:

Adapt to the new B2B buyer
Design your plan around accounts and buying groups
Prepare for the end of 3rd party cookies
Choose the right technology platform

Read More

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And she screamed out kicking on her side and said,
I''ve lost control again.
And seized up on the floor, I thought she''d die.
She said I''ve lost control

She's Lost Control, Joy Division

Prior to the virus, a growing problem for manufacturing marketing leaders was helping their key account sales reps regain control of their customer buying cycles. This problem was caused by buying groups doing their own research online anonymously prior to talking to their sales rep.

Loss of control is a big problem to solve when a manufacturer spends 25% of its total budget on Sales & Marketing. The virus just made that problem even worse with cancelled trade shows, events and face-to-face meetings.

Continue Reading

Jabmo Inc. 401 Congress Avenue, Suite 1540, Austin, TX 78701 United States
+1 (737) 220-3579

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Hi Lucas,

B2B Marketing leaders have been aggressively adopting account-based marketing (ABM) and in just a few years, the use of account-based marketing has evolved from a trend-setting idea to a mainstream strategy.

Although the landscape of vendors offering solutions that can support an ABM strategy is increasing in size and complexity, users are placing a clear bet on ABM platforms that address multiple elements of the ABM process and promise quicker time-to-value than point solutions.

Below is your download link to a complimentary copy of the Forrester New WaveT: ABM Platforms. You can read the report to get:

. A full scope comparison of the 14 major ABM Platforms.

. Direction on how to choose the right ABM Platform.

. An understanding of why Jabmo is a best fit for manufacturers.

Download Report

Jabmo Inc. 701 Tillery Street, Suite 12, Austin, TX, US 78702
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

Account-Based Marketing Success Story

Henkel-ABM

Hi Lucas,

Today, we share the story about how Henkel adapted to the digital buying group era to grow sales with key accounts.

About Henkel

Henkel is a $20B multinational chemical and consumer goods company known for brands like Persil, Loctite, Purex, and Schwarzkopf. This case study focuses on their market leading Adhesives Technologies division, which accounts for 47% of group sales.

The Challenge

Henkel found that buyers in their most important medical device accounts were not very aware of LOCTITE? as an alternative to plastic welding. Furthermore, selling had become more complex because buying groups had grown in size and now prefer to conduct their research online anonymously.

Read The Full Story

Jabmo Inc. 701 Tillery Street, Suite 12, Austin, TX, US 78702
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

A Marketing Breakdown in Manufacturing

The Manufacturing Buying Group Era

Dear Lucas,

Marketing in manufacturing is broken. Here's why.

Historically, manufacturing revenue growth was driven by Sales, with Marketing taking a back-seat role. During the pre-digital era, sales reps drove business growth through relationship selling and Marketing supported Sales with trade shows, events, sales decks, and direct mail.

The Digital Marketing Promise. After the great recession of 2008, forward thinking manufacturers brought in a a new generation of marketers with the promise of accelerating revenue growth through digital marketing. They invested in technologies such as website content management systems, webinars, social marketing tools and "marketing automation" for email marketing and lead generation.

Customer Breakdown. Ten years later, marketing hasn't worked out as hoped for manufacturers. Both marketing and sales teams remain frustrated. Customers are unaware of new product lines, key accounts are confused, and the CEO brand story goes unheard. Now with the virus, trade shows and events are gone. Marketing budget cuts are looming and Sales are threatening to take over Marketing's job with new sales outreach tools.

Why did Marketing Fail?

Read More

Jabmo Inc. 401 Congress Avenue, Suite 1540, Austin, TX 78701 United States
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

B2B buying has changed more than ever in history. Forrester recently declared that we have now entered the digital buying group era. Buyers of high-ticket manufacturing solutions are no longer just one or two known individuals. They have become a buying group of up to 30 people making it increasingly difficult for marketing and sales teams to build consensus. Furthermore, many buying group member names and job titles remain unknown to the marketers and salespeople even in key accounts.

"Spray & Pray" lead generation marketing tactics no longer work in the Buying Group Era. It may still work for low ticket items with single buyers, but it falls short when seeking to engage distributed buying groups in key accounts. Focusing your limited marketing and sales resources on growing a finite number of key accounts will maximize your return on investment. That is why manufacturers are turning to account-based marketing (ABM).

The aim of the game in ABM is not to get more form fills or leads but to reach, engage, and build consensus with the entire buying group in your key accounts. Whilst addressing additional challenges such as anonymous research, WFH, GDPR, selling through distributors, and decentralized decision making.

"So, where do my key account buying groups spend their time online?" you may ask -and more importantly "how can I best reach them with my ads or messages to help grow my business?"

Linkedin is becoming a promising channel for B2B marketers. According to the Linkedin Marketing Solutions blog, the business social network has grown to over 660 million members and It has become the most used social media platform amongst Fortune 500 companies.

In addition to IP based advertising, email, and direct mail, we have been using Linkedin Marketing Solutions as an ABM channel over the last couple of years. Based on our experience, here are the top 3 pitfalls to avoid:

Read More

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A Marketing Breakdown in Manufacturing

The Manufacturing Buying Group Era

Dear Lucas,

Marketing in manufacturing is broken. Here's why.

Historically, manufacturing revenue growth was driven by Sales, with Marketing taking a back-seat role. During the pre-digital era, sales reps drove business growth through relationship selling and Marketing supported Sales with trade shows, events, sales decks, and direct mail.

The Digital Marketing Promise. After the great recession of 2008, forward thinking manufacturers brought in a a new generation of marketers with the promise of accelerating revenue growth through digital marketing. They invested in technologies such as website content management systems, webinars, social marketing tools and "marketing automation" for email marketing and lead generation.

Customer Breakdown. Ten years later, marketing hasn't worked out as hoped for manufacturers. Both marketing and sales teams remain frustrated. Customers are unaware of new product lines, key accounts are confused, and the CEO brand story goes unheard. Now with the virus, trade shows and events are gone. Marketing budget cuts are looming and Sales are threatening to take over Marketing's job with new sales outreach tools.

Why did Marketing Fail?

Read More

Jabmo Inc. 701 Tillery Street, Suite 12, Austin, TX, US 78702
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

The Best Marketing Plan For 2021

B2B Marketers struggled in 2020 with canceled in-person events, shifting priorities, and a frantic rush to digital. They are now being tasked to define new pathways to recovery and growth.

I believe now is the best time to be a B2B marketer. 2021 represents an unprecedented opportunity to go all-in on digital marketing and selling, build a great customer experience, and become a proven revenue growth driver.

Highlights:

Adapt to the new B2B buyer
Design your plan around accounts and buying groups
Prepare for the end of 3rd party cookies
Choose the right technology platform

Read More

? ? ??? ??? ??? ??? ??? ? ?

80/20 Rules

Dear Lucas

We've all heard variations on the Pareto principal. 80% of your results come from 20% of the effort. 80% of sales come from 20% of your customers. You get 80% of your marketing engagement from 20% of your accounts.

The Virus has forced most of us to review our sales and marketing budget allocation. Now is a really good time to rethink our target account strategy with a goal to getting a strong return on marketing spend in 2020.

Last year, a Forrester Survey of 120 global B2B marketers showed that the majority focus their account-based marketing (ABM) on fewer than 99 accounts. That focused effort is driving more measurable impact.?The majority of responders that saw a positive impact chose ABM to deepen relationships and expand business opportunities with existing accounts rather than net new accounts.

Gartner released a research report last week showing that CMOs are adapting to the Covid-19 pandemic by reducing or even halting lead generation efforts in order to prioritize closing late stage deals and strengthening relationships with current customers. Over the last year, we have noticed that the most profitable ABM programs focus on existing accounts using first party anonymous buying intent data to prioritize. This leads to a dramatic increase in engagement and sales impact.?If you are interested in reading some of our ABM customer success stories , check them out at Jabmo.

Nick Heys,
Founder & CEO.

Jabmo Inc. 701 Tillery Street, Suite 12, Austin, TX, US 78702
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us


Hi Lucas We've all heard variations on the Pareto principal. 80% of your results come from 20% of the effort. 80% of sales come from 20% of your customers. You get 80% of your marketing engagement from 20% of your accounts. The Virus has forced most of us to review our sales and marketing budget allocation. Now is a really good time to rethink our target account strategies with a goal to getting a strong return on marketing spend in 2020. Last year, a Forrester survey of over 120 global B2B marketers showed that the majority focus their account-based marketing (ABM) on fewer than 99 accounts. That focused effort is driving more measurable impact.?The majority of responders that saw a positive impact chose ABM to deepen relationships and expand business opportunities with existing accounts rather than net new accounts. Gartner released a research report last week showing that CMOs are adapting to the Covid-19 pandemic by reducing or even halting lead generation efforts in order to prioritize closing late stage deals and strengthening relationships with current customers. Over the last year, we have noticed that the most profitable ABM programs focus on existing accounts using first party anonymous buying intent data to prioritize. This leads to a dramatic increase in engagement and sales impact. If you are interested in reading some real-life ABM success stories, check them out here at Jabmo. Nick Heys, Founder & CEO.
Jabmo Inc. 401 Congress Avenue, Suite 1540, Austin, TX 78701 United States +1 (737) 220-3579 Visit Jabmo ???\| Unsubscribe ???\| Contact Us

Worthington Industries
Account-Based Marketing Success Story

Hi Lucas,

Today, we share the story about how Worthington Industries advanced sales in new verticals using Jabmo.

About Worthington Industries

Founded in 1955, Worthington Industries is a $3B industrial metal manufacturing company with over 4 500 customers in 6 countries. Worthington has grown to become North America's premier value-added steel processor and a leading global supplier of high pressure cylinders.

The Challenge

Microbulk is a strategic emerging segment within the $1B Pressure Cylinders division. However, sales reps complained that Worthington was not very well known by its existing client base as a microbulk tanks vendor. Sales win rates were too low because customers were self-educating online and only contacting the sales reps for a price quote late in the buying cycle.

Read More

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Account-Based Marketing Success Story

Hi Lucas,

Sometimes account-based marketing can seem confusing.

To help you better understand how ABM can help you transform your marketing and grow your key accounts, we have compiled some case studies from companies just like you.

This week, we are sharing the story about how Ingredion has adapted to the new digital buying group era and how they grow their key accounts using account-based marketing.

About Ingredion

Ingredion is a $6B ingredients solution company. The Company makes sweeteners, starches, nutrition ingredients, and biomaterials used in everyday products from foods and beverages to paper and pharmaceuticals. Ingredion is a member of the Fortune 500 and is headquartered in Westchester, Illinois.

The Challenge

As they entered the digital buying group era, Ingredion found they were no longer able to reach all the influencers and decision makers in their key accounts.

This lack of reach and engagement was leading to a breakdown in sales & marketing. For example, Ingredion are trying to become known as an ingredient solution for plant based foods (that burger is a vegan patty!).

The situation was especially frustrating because they had recently made significant investments in their website, social marketing, SEO, webinars, trade shows, and email marketing.

That''s why Ingredion decided to adopt a whole new approach to marketing and sales.

Read More

Jabmo Inc. 401 Congress Avenue, Suite 1540, Austin, TX 78701 United States
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

Pitfalls to Avoid with Linkedin ABM

B2B buying has changed more than ever in history. Forrester recently declared that we have now entered the digital buying group era. Buyers of high-ticket manufacturing solutions are no longer just one or two known individuals. They have become a buying group of up to 30 people making it increasingly difficult for marketing and sales teams to build consensus. Furthermore, many buying group member names and job titles remain unknown to the marketers and salespeople even in key accounts.

"Spray & Pray" lead generation marketing tactics no longer work in the Buying Group Era. It may still work for low ticket items with single buyers, but it falls short when seeking to engage distributed buying groups in key accounts. Focusing your limited marketing and sales resources on growing a finite number of key accounts will maximize your return on investment. That is why manufacturers are turning to account-based marketing (ABM).

The aim of the game in ABM is not to get more form fills or leads but to reach, engage, and build consensus with the entire buying group in your key accounts. Whilst addressing additional challenges such as anonymous research, WFH, GDPR, selling through distributors, and decentralized decision making.

"So, where do my key account buying groups spend their time online?" you may ask -and more importantly "how can I best reach them with my ads or messages to help grow my business?"

Linkedin is becoming a promising channel for B2B marketers. According to the Linkedin Marketing Solutions blog, the business social network has grown to over 660 million members and It has become the most used social media platform amongst Fortune 500 companies.

In addition to IP based advertising, email, and direct mail, we have been using Linkedin Marketing Solutions as an ABM channel over the last couple of years. Based on our experience, here are the top 3 pitfalls to avoid:

Read More

Jabmo Inc. 701 Tillery Street, Suite 12, Austin, TX, US 78702
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

A Marketing Breakdown in Manufacturing

The Manufacturing Buying Group Era

Dear Lucas,

Marketing in manufacturing is broken. Here's why.

Historically, manufacturing revenue growth was driven by Sales, with Marketing taking a back-seat role. During the pre-digital era, sales reps drove business growth through relationship selling and Marketing supported Sales with trade shows, events, sales decks, and direct mail.

The Digital Marketing Promise. After the great recession of 2008, forward thinking manufacturers brought in a a new generation of marketers with the promise of accelerating revenue growth through digital marketing. They invested in technologies such as website content management systems, webinars, social marketing tools and "marketing automation" for email marketing and lead generation.

Customer Breakdown. Ten years later, marketing hasn't worked out as hoped for manufacturers. Both marketing and sales teams remain frustrated. Customers are unaware of new product lines, key accounts are confused, and the CEO brand story goes unheard. Now with the virus, trade shows and events are gone. Marketing budget cuts are looming and Sales are threatening to take over Marketing's job with new sales outreach tools.

Why did Marketing Fail?

Read More

Jabmo Inc. 401 Congress Avenue, Suite 1540, Austin, TX 78701 United States
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

The End of Cookie-Based Advertising
What this means for marketers in B2B manufacturing

The big three internet browsers will have phased out third-party cookies by 2022. Firefox and Safari were the first to phase out third-party cookies. Google on the other hand says that these changes will happen over two years as they work with advertisers to ensure that this pivot doesn''t destroy the online advertising business. Google Chrome accounts for about 69 percent of the global desktop internet browser market share.

What are first and third-party cookies? First-party cookies are "dropped" by website owners when a user visits their own website for activities such as pre-buying research. They help manufacturers understand their customers and deliver the best user experiences on their own sites. Third-party cookies are used primarily for retargeting and behavioral advertising. Cookies are dropped into browsers by domains other than the one you are visiting directly (hence the name third-party) and a log of users'' anonymized browsing behavior is built up and sent back to publishers'' advertising partners such as Google DoubleClick For Publishers. This means advertisers are able to display their ads to relevant audiences. Automated advertising based on cookie-based audience signals accounts for almost 90 percent of digital media.

Why is Google killing third-party cookies? A Google blog post explains why they are making third-party cookies obsolete: "Users are demanding greater privacy--including transparency, choice, and control over how their data is used--and it''s clear the web ecosystem needs to evolve to meet these increasing demands.".

What does this mean for marketers in manufacturing? Many global manufacturers and their ad agencies rely on third-party cookies to build behavior profiles and target users with relevant ads based on their web activity. As Google begins to phase out third-party cookies, profiles created by these cookies will include less accurate information about users and this form of digital advertising will become ineffective.

How can we do ABM without third party cookies? With the end in sight for cookie-based ads, let''s take a look at what options are available for marketers in manufacturing seeking to reach unknown members of buying groups in key accounts:

Read More

Jabmo Inc. 701 Tillery Street, Suite 12, Austin, TX, US 78702
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

Account-Based Marketing Success Story

MilliporeSigma ABM Case Study

Hi Lucas,

This week, we are sharing an ABM success story from MilliporeSigma, a global leader in life science. This is a special focus on their Food & Beverage division who have been practicing ABM for 2 years. When Covid-19 terminated trade shows and travel, they doubled down on ABM to educate and grow their key accounts.

About MilliporeSigma Food & Beverage.

MilliporeSigma (the U.S. life science business of Merck) work with food safety teams enabling them to improve lab testing efficiencies with reliable products and services that meet ever changing regulations.

The Challenge

In the past, the MilliporeSigma sales teams controlled the buying cycle from start to end. However, selling became more difficult since buying groups grew bigger and began to conduct their own research anonymously.

With an acceleration of new product offerings into an increasingly crowded market, MilliporeSigma needed a new way to grow their business in key accounts.

Read More

Jabmo Inc. 401 Congress Avenue, Suite 1540, Austin, TX 78701 United States
+1 (737) 220-3579

Visit Jabmo ??|?? Unsubscribe??|?? Contact Us

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