Better Account-Based Marketing

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Marketing Gap </div> </a> <a href="https://www.pathfactory.com/blog/switching-to-pathfactory/" class="pick" aria-label="Visit Why B2B Sellers and Marketers Switch to PathFactory"> <div class="pick-image"> <div class="bgImage"><picture><img width="1380" height="730" src="https://www.pathfactory.com/wp-content/uploads/2021/11/CERReveal_Post.png" class="attachment-full size-full" alt="Yellow circle, green tube and red hexagon rolling out a blue door" decoding="async" srcset="https://www.pathfactory.com/wp-content/uploads/2021/11/CERReveal_Post.png 1380w, https://www.pathfactory.com/wp-content/uploads/2021/11/CERReveal_Post-300x159.png 300w, https://www.pathfactory.com/wp-content/uploads/2021/11/CERReveal_Post-1024x542.png 1024w, https://www.pathfactory.com/wp-content/uploads/2021/11/CERReveal_Post-768x406.png 768w" sizes="(max-width: 1380px) 100vw, 1380px" /></picture></div> </div> <div class="pick-title"> Why B2B Sellers and Marketers Switch to PathFactory </div> </a> </div> </div> </div> <div class="resourcesContainer-item resourcesContainer-item--featured"> <div class="featuredNavPost-container"> <a href="https://www.pathfactory.com/blog/content-intelligence-report-2023/" class="featuredNavPost" aria-label="Visit PathFactory ABM Data Shows Rise in Anonymous B2B Buyer Engagement "> <div class="featuredNavPost-image"> <div class="bgImage"><picture><img loading="lazy" width="1380" height="730" src="https://www.pathfactory.com/wp-content/uploads/2023/02/2023_CIR_Blog_Post2.jpg" class="attachment-full size-full" alt="" decoding="async" srcset="https://www.pathfactory.com/wp-content/uploads/2023/02/2023_CIR_Blog_Post2.jpg 1380w, https://www.pathfactory.com/wp-content/uploads/2023/02/2023_CIR_Blog_Post2-300x159.jpg 300w, https://www.pathfactory.com/wp-content/uploads/2023/02/2023_CIR_Blog_Post2-1024x542.jpg 1024w, https://www.pathfactory.com/wp-content/uploads/2023/02/2023_CIR_Blog_Post2-768x406.jpg 768w" sizes="(max-width: 1380px) 100vw, 1380px" /></picture></div> </div> <div class="featuredNavPost-content"> <div class="featuredNavPost-title"> PathFactory ABM Data Shows Rise in Anonymous B2B Buyer Engagement </div> <div class="btn btn--small btn--teal featuredNavPost-button"> Read Post </div> </div> </a> </div> </div> </div> </div> </div> </li> <li class="pfNav-item pfNav-item--none"> <a href="https://www.pathfactory.com/integrations/" target=""> Integrations <div class="navArrow"></div> </a> </li> <li class="nav-button nav-button--mobile"> <a role="button" tabindex="0" class="btn btn--default btn--default_size" href="https://login.pathfactory.com/" target="_blank">Login</a> </li> <li class="nav-button nav-button--mobile"> <a role="button" tabindex="0" class="btn btn--stroke btn--default_size" href="https://www.pathfactory.com/demo/" target="_self">Book a Demo</a> </li> </ul> <ul class="nav-buttons"> <li class="nav-button"> <a role="button" tabindex="0" class="btn btn--default btn--default_size" href="https://login.pathfactory.com/" target="_blank">Login</a> </li> <li class="nav-button"> <a role="button" tabindex="0" class="btn btn--stroke btn--default_size" href="https://www.pathfactory.com/demo/" target="_self">Book a Demo</a> </li> </ul> <a href="#" aria-label="Open Main Menu" class="nav-menu"></a> </div> </div> </nav> </header> <div class="siteBody"> <div id="mainContent" class="mainContent"> <section class="block block--bggrey10 block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignDefault block--image-video-with-content " > <div class="container container--default" > <div class="grid grid--ivwc grid--image grid--right grid--bottom grid--default_style grid--alignItemsCenter"> <div class="grid-6of12 grid-12of12--port ivwc-content"> <div class='contentStyled'> <h1 class='color--default u-block h1 u-light ' style=''> Better Account-Based Marketing</h1> <h4 class='color--black u-block none u-light ' style=''> Everything you need to know about implementing a personalized ABM program</h4> </div> </div> <div class="grid-6of12 grid-12of12--port ivwc-media"> <img fetchpriority="high" loading="lazy" decoding="async" width="2000" height="1429" src="https://www.pathfactory.com/wp-content/uploads/2022/08/abm_alt.png" class="" alt="" style="" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/abm_alt.png 2000w, https://www.pathfactory.com/wp-content/uploads/2022/08/abm_alt-300x214.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/abm_alt-1024x732.png 1024w, https://www.pathfactory.com/wp-content/uploads/2022/08/abm_alt-768x549.png 768w, https://www.pathfactory.com/wp-content/uploads/2022/08/abm_alt-1536x1097.png 1536w" sizes="(max-width: 2000px) 100vw, 2000px" /> </div> </div> </div> </section> <section class="block block--bgdefaultcolor block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignDefault block--simple-content" > <div class="container container--extraSmall" > <div class='contentStyled'> <div class='color--default u-block styledWysiwyg ' style=''> <h3>What is ABM?</h3> <p>Simply put, account-based marketing (ABM) means focusing efforts on accounts that will bring the most value to your brand over the course of your relationship. More than just a short-lived campaign, the best ABM programs bring sales and marketing together to identify your ideal customers, and provide customized content experiences that increase engagement and revenues. And getting started is easier than you might think.</p> <p> </p> <h2>45% of marketers say ABM delivers more than double the ROI of other programs</h2> <blockquote><p> </p></blockquote> <h3><img loading="lazy" decoding="async" loading="lazy" class="alignnone size-full wp-image-9458" src="https://www.pathfactory.com/wp-content/uploads/2022/08/building_nope.gif" alt="" width="1000" height="397" />Why most ABM strategies don’t work</h3> <p>Today’s ABM marketing strategies have two major flaws: They treat every customer the same, and they focus on the wrong outcomes like clicks and downloads. If you only look at the number of clicks on your ads or website, and send everyone to the same content, you’re missing important cues around buying interest and intent.</p> <p>The best way to learn more about both is to embrace account-based content marketing, which means understanding how your target accounts consume content. By knowing exactly how much time someone spent reading your white paper or watching your video, you can find out which content engages them most. Then, based on those preferences, develop a personalized experience that serves up additional content to move them through the funnel faster.</p> <p>Find out more. <strong><a style="color: #5555ff" href="https://nurturenow.pathfactory.com/c/the-new-metrics-for-?x=46QjY2&utm_source=website&utm_medium=seo-pillar&utm_campaign=abm-longpage&utm_content=blog" target="_blank" rel="noopener">Read The New Metrics For ABM ></a></p> <p></strong></p> <h3>Account first. Marketing second</h3> <p>When it comes to ABM, it’s important to start with the A (account) first, rather than the M (marketing). The best marketing campaigns in the world won’t do any good if the audience isn’t likely to buy. When it comes to getting the ‘A’ right, it’s just as important for marketing to get involved as it is for sales.</p> <p>Sales often names target accounts based on geography or name recognition alone. To improve target account selection, marketers must team up with sales to evaluate the performance of those target accounts and ensure they are also the ones that represent the highest potential annual contract value (ACV) and value for the company.</p> <p>The first step to choosing your best accounts is developing your ideal customer profile (ICP). ICP criteria defines the firmographic, geographic, and psychographic characters of the customers that represent the most potential value. Once you have a clear idea of your ICP accounts, you can work with sales to develop a standard process for handling those accounts to ensure they’re covered in the way they should be. Marketing can help support the process with collateral like talk tracks, direct mail campaigns, and case studies, to name some examples.</p> <p>Find out more. <span style="color: #5555ff"><a style="color: #5555ff" href="https://nurturenow.pathfactory.com/c/5-lessons-learned-fr?x=46QjY2&utm_source=website&utm_medium=seo-pillar&utm_campaign=abm-longpage&utm_content=blog" target="_blank" rel="noopener"><strong>Read 5 Lessons Learned From Rolling Out An ABM Program ></strong></a></span></p> <h3>Personalizing experiences:<br /> One of your biggest ABM challenges</h3> <p><img decoding="async" class="alignnone size-full wp-image-9460" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201864%20900'%3E%3C/svg%3E" alt="" width="1864" height="900" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/targets_buildings.gif" /><noscript><img loading="lazy" decoding="async" loading="lazy" class="alignnone size-full wp-image-9460" src="https://www.pathfactory.com/wp-content/uploads/2022/08/targets_buildings.gif" alt="" width="1864" height="900" /></noscript>If you struggle with how to personalize content experiences for each person in your key accounts, you’re not alone. In fact, ITSMA says that <span style="color: #ff646e"><a style="color: #5555ff" href="https://www.itsma.com/research/raising-the-game-with-abm-2018-abm-benchmark-study/" target="_blank" rel="noopener">personalizing marketing content to target accounts</a> </span>is the number two concern of marketers. Gathering data to track program results is number one.</p> <p>To get this right, it’s important to change your perception of what personalization really is. If you think personalization means changing out a customer logo every time you send out a communication, or creating 75 different versions of the same article to send to each of your key accounts, it can be a scary proposition.</p> </div> </div> </div> </section> <section class="block block--bgdefaultcolor block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignCenter block--split-content" > <div class="container container--default" > <div class="splitContent splitContent-- splitContent--match"> <div class="splitContentItem splitContentItem--aligndefault"> <div class="splitContentItem-background" style="background-color:#1edcc8"></div> <div class='contentStyled'> <h1 class='color--default u-block none ' style=''> 7</h1> <div class='color--default u-block paragraphContent u-bold ' style=''> <p>The average number of people on a B2B buying committee</p> </div> </div> </div> <div class="splitContentItem splitContentItem--aligndefault"> <div class="splitContentItem-background" style="background-color:#5555ff"></div> <div class='contentStyled'> <h1 class='color--default u-block none ' style=''> 10.4</h1> <div class='color--default u-block paragraphContent ' style=''> <p>The average number of content pieces customers consume before purchasing</p> </div> </div> </div> </div> </div> </section> <section class="block block--bgdefaultcolor block--paddingTopNone block--paddingBottomDefault block--textdefault block--alignDefault block--simple-content" > <div class="container container--extraSmall" > <div class='contentStyled'> <div class='color--default u-block styledWysiwyg ' style=''> <p> </p> <h6 style="text-align: center"><span style="color: #333333">Sources:</span> <span style="color: #ff646e"><a style="color: #5555ff" href="https://hbr.org/2017/03/the-new-sales-imperative" target="_blank" rel="noopener">Harvard Business Review</a>,</span> <a href="https://www.thinkwithgoogle.com/consumer-insights/the-zero-moment-of-truth-macro-study/" target="_blank" rel="noopener"><span style="color: #5555ff">Think With Google</span></a></h6> <p> </p> <p>Instead, the best way to personalize content for your ABM accounts is to serve up only the most relevant content needed for that point in their journey, and let them binge as they please. That way, you can track their content consumption and learn things like the topics they’re most interested in and the content types that resonate the most. Then, offer them their next course of action by recommending the next best piece of content.</p> <p>Getting personalization right means gaining better insight into how customers consume content in terms of time spent. Focussing on consumption data — instead of vanity metrics like clicks — tells you what’s resonating with your audience at different stages of their buying journey so you can provide more of what they want. Offering highly relevant, barrier-free, and seamless content experiences is what ABM personalization is all about. Take it a step further by automating your recommendations using AI, which helps personalize experiences at scale allowing you to reach more of your target accounts, with less manual work.</p> <p>Find out more. <a href="https://www.abmleadershipalliance.com/blog/personalize-abm-content-experience-at-scale/" target="_blank" rel="noopener"><span style="color: #5555ff"><strong>Read How To Personalize The ABM Content Experience At Scale ></strong></span></a></p> </div> </div> </div> </section> <section class="block block--bgblue block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignDefault block--image-video-with-content " > <div class="container container--default" > <div class="grid grid--ivwc grid--image grid--right grid--bottom grid--default_style grid--alignItemsCenter"> <div class="grid-6of12 grid-12of12--port ivwc-content"> <div class='contentStyled'> <h1 class='color--default u-block h1 u-light ' style=''> Account-based marketing best practices</h1> <h4 class='color--black u-block none u-light ' style=''> Having implemented ABM here at PathFactory we’ve learned a lesson or six along the way. Here are some of our top account-based marketing tips for those of you doing the same.</h4> </div> </div> <div class="grid-6of12 grid-12of12--port ivwc-media"> <img decoding="async" width="900" height="636" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20900%20636'%3E%3C/svg%3E" class="" alt="" style="" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/building_bestpractices-1.png 900w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_bestpractices-1-300x212.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_bestpractices-1-768x543.png 768w" data-lazy-sizes="(max-width: 900px) 100vw, 900px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/building_bestpractices-1.png" /><noscript><img loading="lazy" decoding="async" width="900" height="636" src="https://www.pathfactory.com/wp-content/uploads/2022/08/building_bestpractices-1.png" class="" alt="" style="" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/building_bestpractices-1.png 900w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_bestpractices-1-300x212.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_bestpractices-1-768x543.png 768w" sizes="(max-width: 900px) 100vw, 900px" /></noscript> </div> </div> </div> </section> <section class="block block--bgdefaultcolor block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignDefault block--simple-content" > <div class="container container--extraSmall" > <div class='contentStyled'> <div class='color--default u-block listStyled ' style=''> <ul class="listIcons"> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p><strong>Put processes before programs<br /> </strong><span style="font-size: 0.94737rem">Instead of diving right in and starting a new ABM personalization campaign, first plan out </span><a style="font-size: 0.94737rem" href="https://nurturenow.pathfactory.com/c/virtual-abm-summit-g?x=bC8R3q&utm_source=website&utm_medium=abm&utm_campaign=&utm_content=" rel="noopener">how ABM practices will fit into your current marketing strategies.</a><span style="font-size: 0.94737rem"> Will you start with an “ABM Light” approach — sending the same campaigns to target and non-target accounts? Or will you go all-in on ABM? Will sales or marketing (or both) define and evaluate target accounts? And how will those accounts be covered on a regular basis?</span></p> </span> </li> </ul> </div> <div class='color--default u-block listStyled ' style=''> <ul class="listIcons"> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p><strong>Clarify how you define sales readiness<br /> </strong>The ultimate goal of marketing is to educate buyers so they’re prepared to talk with sales. Much of this education is conducted through content. But if sales rejects leads, marketers haven’t done their job. The key is to focus on the quality of interactions like <a href="https://nurturenow.pathfactory.com/c/the-new-metrics-for-?x=UH4bQl&utm_source=website&utm_medium=abm&utm_campaign=&utm_content=" rel="noopener">content consumption</a> to uncover genuine interest and intent, instead of just counting clicks.</p> </span> </li> </ul> </div> <div class='color--default u-block listStyled ' style=''> <ul class="listIcons"> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p><strong>Work closely with sales to develop your ICP<br /> </strong>Bring together a variety of customer data — including firmographics and psychographics — to create your ideal customer profile (ICP). You can do this by analyzing a cohort of current and past customers, as well as lost opportunities, to uncover the attributes shared by those most likely to provide value to your company. Working closely with sales ensures alignment and buy-in.</p> </span> </li> </ul> </div> <div class='color--default u-block listStyled ' style=''> <ul class="listIcons"> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p><strong>Enable your buyers to buy<br /> </strong>Netflix and Amazon aren’t novelties anymore, they’re status quo. Consumers have come to expect these <a href="https://www.pathfactory.com/on-demand-marketing/" rel="noopener">on-demand, simple buying experiences.</a> With access to content and products when and where they want, B2B buyers expect the same. Instead of serving up single pieces of content on your own schedule, give consumers all the curated content they crave so they’ll engage more and move closer to purchase.</p> </span> </li> </ul> </div> <div class='color--default u-block listStyled ' style=''> <ul class="listIcons"> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p><strong>Empower your sales team<br /> </strong>To make sure your sales team engages target accounts in the way you expect, keep the lines of communication open. Send alerts when key accounts reach a threshold of content engagement, build talk tracks and cadences for key accounts, and frequently check in to see if they need additional support to reach your ABM goals</p> </span> </li> </ul> </div> <div class='color--default u-block listStyled ' style=''> <ul class="listIcons"> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p><strong>Automate with AI<br /> </strong>B2B buying committees are growing, and with that a growing number of preferences and interests your content must satisfy. Serving up personalized content to meet these growing demands is a lot for any one person or group of people to handle with limited time and resources. Automation using AI helps you personalize the buying experience at scale with intelligent content recommendations made based on buyer behavior.</p> </span> </li> </ul> </div> <div class='color--default u-block paragraphContent ' style=''> <p>Find out more. <span style="color: #5555ff"><a href="https://nurturenow.pathfactory.com/c/the-flipmyfunnel-pod?x=46QjY2&utm_source=website&utm_medium=seo-pillar&utm_campaign=abm-longpage&utm_content=podcast" style="color: #5555ff" target="_blank" rel="noopener"><strong>Listen to the podcast: 3 steps you need to launch your ABM strategy ></strong></a></span></p> </div> </div> </div> </section> <section class="block block--bgblue block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignDefault block--image-video-with-content " > <div class="container container--default" > <div class="grid grid--ivwc grid--image grid--right grid--bottom grid--default_style grid--alignItemsCenter"> <div class="grid-6of12 grid-12of12--port ivwc-content"> <div class='contentStyled'> <h1 class='color--default u-block h1 u-light ' style=''> How to build an agile ABM strategy</h1> <div class='color--default u-block paragraphContent ' style=''> <p>There’s no shortage of ABM tactics and approaches from which to choose, but practicing agile ABM is essential, especially if you have a small team. An agile approach keeps things fast and lean by focussing on small chunks of your ABM program at a time, iterating quickly, and moving on to the next stage. An agile ABM program is an opportunity for continuous learning and improvement.</p> </div> <h4 class='color--yellow u-block p ' style=''> You can get started with agile ABM by following these five steps:</h4> </div> </div> <div class="grid-6of12 grid-12of12--port ivwc-media"> <img decoding="async" width="900" height="636" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20900%20636'%3E%3C/svg%3E" class="" alt="" style="" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/building_agileabm-1.png 900w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_agileabm-1-300x212.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_agileabm-1-768x543.png 768w" data-lazy-sizes="(max-width: 900px) 100vw, 900px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/building_agileabm-1.png" /><noscript><img loading="lazy" decoding="async" width="900" height="636" src="https://www.pathfactory.com/wp-content/uploads/2022/08/building_agileabm-1.png" class="" alt="" style="" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/building_agileabm-1.png 900w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_agileabm-1-300x212.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_agileabm-1-768x543.png 768w" sizes="(max-width: 900px) 100vw, 900px" /></noscript> </div> </div> </div> </section> <section class="block block--bgdefaultcolor block--paddingTopDefault block--paddingBottomNone block--textdefault block--alignDefault block--image-grid" > <div class="container container--default" > <div class="grid imageGrid imageGrid--left imageGrid--match"> <div class="grid-3"> <div class="imageGrid-item"> <div class="imageGridItem-image"> <img decoding="async" width="500" height="500" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20500%20500'%3E%3C/svg%3E" class="" alt="" style="height: 50px;" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/1.png 500w, https://www.pathfactory.com/wp-content/uploads/2022/08/1-300x300.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/1-150x150.png 150w" data-lazy-sizes="(max-width: 500px) 100vw, 500px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/1.png" /><noscript><img loading="lazy" decoding="async" width="500" height="500" src="https://www.pathfactory.com/wp-content/uploads/2022/08/1.png" class="" alt="" style="height: 50px;" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/1.png 500w, https://www.pathfactory.com/wp-content/uploads/2022/08/1-300x300.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/1-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></noscript> </div> <div class="imageGridItem-content"> <div class='contentStyled'> <h4 class='color--black u-block none ' style=''> Define your target options</h4> <div class='color--default u-block paragraphContent ' style=''> <p>Your target accounts are the fastest path to annual recurring revenue (ARR) and advocacy, so you need to be sure they’re spot on. To give your sales team a better chance at success, analyze your current accounts, create your ideal customer profile (ICP), gather your desired attributes, assign salespeople to your target accounts, and provide a detailed plan to cover them.</p> </div> </div> </div> </div> </div> <div class="grid-3"> <div class="imageGrid-item"> <div class="imageGridItem-image"> <img decoding="async" width="463" height="463" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20463%20463'%3E%3C/svg%3E" class="" alt="" style="height: 50px;" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-8.png 463w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-8-300x300.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-8-150x150.png 150w" data-lazy-sizes="(max-width: 463px) 100vw, 463px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-8.png" /><noscript><img loading="lazy" decoding="async" width="463" height="463" src="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-8.png" class="" alt="" style="height: 50px;" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-8.png 463w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-8-300x300.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-8-150x150.png 150w" sizes="(max-width: 463px) 100vw, 463px" /></noscript> </div> <div class="imageGridItem-content"> <div class='contentStyled'> <h4 class='color--black u-block none ' style=''> Use existing content in initial ABM campaign</h4> <div class='color--default u-block paragraphContent ' style=''> <p>We call this ABM Light. It means getting your feet wet with ABM by simply delivering your existing campaigns to your target audience. When the PathFactory team tried this, we saw higher lead conversion and up to 2X higher ACV.</p> </div> </div> </div> </div> </div> <div class="grid-3"> <div class="imageGrid-item"> <div class="imageGridItem-image"> <img decoding="async" width="464" height="463" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20464%20463'%3E%3C/svg%3E" class="" alt="" style="height: 50px;" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-9.png 464w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-9-300x300.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-9-150x150.png 150w" data-lazy-sizes="(max-width: 464px) 100vw, 464px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-9.png" /><noscript><img loading="lazy" decoding="async" width="464" height="463" src="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-9.png" class="" alt="" style="height: 50px;" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-9.png 464w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-9-300x300.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-9-150x150.png 150w" sizes="(max-width: 464px) 100vw, 464px" /></noscript> </div> <div class="imageGridItem-content"> <div class='contentStyled'> <h4 class='color--black u-block none ' style=''> Tighten your targets.</h4> <div class='color--default u-block paragraphContent ' style=''> <p>Conduct ICP scoring and narrow down your target accounts based on attributes that match those of your most valuable customers. Use engagement data to further personalize your content experiences for these target accounts.</p> </div> </div> </div> </div> </div> <div class="grid-3"> <div class="imageGrid-item"> <div class="imageGridItem-image"> <img decoding="async" width="521" height="452" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20521%20452'%3E%3C/svg%3E" class="" alt="" style="height: 50px;" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-10.png 521w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-10-300x260.png 300w" data-lazy-sizes="(max-width: 521px) 100vw, 521px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-10.png" /><noscript><img loading="lazy" decoding="async" width="521" height="452" src="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-10.png" class="" alt="" style="height: 50px;" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-10.png 521w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-10-300x260.png 300w" sizes="(max-width: 521px) 100vw, 521px" /></noscript> </div> <div class="imageGridItem-content"> <div class='contentStyled'> <h4 class='color--black u-block none ' style=''> Focus on selling</h4> <div class='color--default u-block paragraphContent ' style=''> <p>If you’re not seeing success with your ABM program, take a closer look at your sales processes and revise if necessary. This might mean putting less emphasis on or even doing away with standard processes like geographic territories and mid-market/enterprise BDRs.</p> </div> </div> </div> </div> </div> <div class="grid-3"> <div class="imageGrid-item"> <div class="imageGridItem-image"> <img decoding="async" width="499" height="500" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20499%20500'%3E%3C/svg%3E" class="" alt="" style="height: 50px;" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-11.png 499w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-11-300x300.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-11-150x150.png 150w" data-lazy-sizes="(max-width: 499px) 100vw, 499px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-11.png" /><noscript><img loading="lazy" decoding="async" width="499" height="500" src="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-11.png" class="" alt="" style="height: 50px;" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-11.png 499w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-11-300x300.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/Asset-11-150x150.png 150w" sizes="(max-width: 499px) 100vw, 499px" /></noscript> </div> <div class="imageGridItem-content"> <div class='contentStyled'> <h4 class='color--black u-block none ' style=''> Crank up your ABM personalization</h4> <div class='color--default u-block paragraphContent ' style=''> <p>With everything else in place, the time is right to start developing messaging and campaigns specifically for your target accounts. Focus on specific problems that certain audience segments are having, and build your ABM content around those. Send your visitors to customized content experiences, like a PathFactory Content Track, so you can be sure they’re getting what they need to move along the funnel.</p> </div> </div> </div> </div> </div> <div class="grid-3"> <div class="imageGrid-item"> <div class="imageGridItem-image"> </div> <div class="imageGridItem-content"> </div> </div> </div> <div class="grid-3"> <div class="imageGrid-item"> <div class="imageGridItem-image"> </div> <div class="imageGridItem-content"> </div> </div> </div> </div> </div> </section> <section class="block block--bgblue block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignDefault block--image-video-with-content " > <div class="container container--default" > <div class="grid grid--ivwc grid--image grid--right grid--bottom grid--default_style grid--alignItemsCenter"> <div class="grid-6of12 grid-12of12--port ivwc-content"> <div class='contentStyled'> <h1 class='color--default u-block h1 u-light ' style=''> What ABM personalization looks like in the real world</h1> <div class='color--default u-block paragraphContent ' style=''> <p>If you want to learn from some of the best account-based marketing examples out there, look no further than our own PathFactory customers.</p> </div> </div> </div> <div class="grid-6of12 grid-12of12--port ivwc-media"> <img decoding="async" width="900" height="636" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20900%20636'%3E%3C/svg%3E" class="" alt="" style="" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/building_realworld.png 900w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_realworld-300x212.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_realworld-768x543.png 768w" data-lazy-sizes="(max-width: 900px) 100vw, 900px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/building_realworld.png" /><noscript><img loading="lazy" decoding="async" width="900" height="636" src="https://www.pathfactory.com/wp-content/uploads/2022/08/building_realworld.png" class="" alt="" style="" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/building_realworld.png 900w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_realworld-300x212.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/building_realworld-768x543.png 768w" sizes="(max-width: 900px) 100vw, 900px" /></noscript> </div> </div> </div> </section> <section class="block block--bgdefaultcolor block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignDefault block--column-content" > <div class="container container--default" > <div class="contentRows"> <div class="grid grid--contentRow grid--alignItemsStart grid--justifyContentStart"> <div class="grid-6of12 grid-6of12--port grid-12of12--palm grid-offset-0 u-alignLeft grid-order-0 grid-order-0--lap grid-order-0--palm"> <div class='contentStyled'> <div class='color--default u-block contentStyled-image ' style=''> <a href="https://nurturenow.pathfactory.com/c/how-tibco-scored-a-5?x=46QjY2" aria-label="Click to visit https://nurturenow.pathfactory.com/c/how-tibco-scored-a-5?x=46QjY2" target="_blank"> <figure class="none"> <img decoding="async" width="1000" height="560" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201000%20560'%3E%3C/svg%3E" class="image--left " alt="" style="" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/tibco_img.png 1000w, https://www.pathfactory.com/wp-content/uploads/2022/08/tibco_img-300x168.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/tibco_img-768x430.png 768w" data-lazy-sizes="(max-width: 1000px) 100vw, 1000px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/tibco_img.png" /><noscript><img loading="lazy" decoding="async" width="1000" height="560" src="https://www.pathfactory.com/wp-content/uploads/2022/08/tibco_img.png" class="image--left " alt="" style="" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/tibco_img.png 1000w, https://www.pathfactory.com/wp-content/uploads/2022/08/tibco_img-300x168.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/tibco_img-768x430.png 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></noscript> </figure> </a> </div> </div> </div> <div class="grid-6of12 grid-6of12--port grid-12of12--palm grid-offset-0 u-alignLeft grid-order-0 grid-order-0--lap grid-order-0--palm"> <div class='contentStyled'> <div class='color--default u-block styledWysiwyg ' style=''> <h3 class="imageWithContent-title">ABM success, without a dedicated team</h3> <div class="imageWithContent-text contentStyled"> <p>TIBCO software proves you don’t need a dedicated ABM team to provide personalized content experiences at scale. With PathFactory as part of their tech stack, the TIBCO marketing team:</p> </div> </div> <div class='color--default u-block listStyled ' style=''> <ul class="listIcons"> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p>Delivered 30 personalized Content Tracks to 760 target accounts</p> <div></div> </span> </li> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p>Launched 24 ABM campaigns in their first year</p> <div></div> </span> </li> <li> <span class="listIcon"> <img width="29" height="29" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2029%2029'%3E%3C/svg%3E" data-lazy-src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"><noscript><img width="29" height="29" decoding="async" src="https://www.pathfactory.com/wp-content/themes/pathfactory/dist/img/check.svg"></noscript> </span> <span class="listItem"> <p>Increased<a href="https://www.pathfactory.com/blog/3-obvious-keys-sales-and-marketing-alignment/"> sales and marketing alignment</a> in the account selection process</p> </span> </li> </ul> </div> <div class='color--default u-block buttonsStyled ' style=''> <div class="ctaButtons ctaButtons--default" > <a class="btn btn--default btn--default_size" href="#" data-lookbook-overlay-href="https://nurturenow.pathfactory.com/c/how-tibco-scored-a-5?x=46QjY2" data-lookbook-overlay-width="90%" data-lookbook-overlay-height="90%">Watch TIBCO’s story</a> </div> </div> </div> </div> </div> </div> </div> </section> <section class="block block--bggrey10 block--paddingTopDefault block--paddingBottomDefault block--textdefault block--alignDefault block--column-content" > <div class="container container--default" > <div class="contentRows"> <div class="grid grid--contentRow grid--alignItemsStart grid--justifyContentStart"> <div class="grid-6of12 grid-6of12--port grid-12of12--palm grid-offset-0 u-alignLeft grid-order-0 grid-order-0--lap grid-order-0--palm"> <div class='contentStyled'> <div class='color--default u-block contentStyled-image ' style=''> <a href="https://nurturenow.pathfactory.com/c/how-invoca-personali?x=46QjY2" aria-label="Click to visit https://nurturenow.pathfactory.com/c/how-invoca-personali?x=46QjY2" target="_blank"> <figure class="none"> <img decoding="async" width="1000" height="560" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201000%20560'%3E%3C/svg%3E" class="image--left " alt="" style="" data-lazy-srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/ari_casestudy.png 1000w, https://www.pathfactory.com/wp-content/uploads/2022/08/ari_casestudy-300x168.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/ari_casestudy-768x430.png 768w" data-lazy-sizes="(max-width: 1000px) 100vw, 1000px" data-lazy-src="https://www.pathfactory.com/wp-content/uploads/2022/08/ari_casestudy.png" /><noscript><img loading="lazy" decoding="async" width="1000" height="560" src="https://www.pathfactory.com/wp-content/uploads/2022/08/ari_casestudy.png" class="image--left " alt="" style="" loading="lazy" srcset="https://www.pathfactory.com/wp-content/uploads/2022/08/ari_casestudy.png 1000w, https://www.pathfactory.com/wp-content/uploads/2022/08/ari_casestudy-300x168.png 300w, https://www.pathfactory.com/wp-content/uploads/2022/08/ari_casestudy-768x430.png 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></noscript> </figure> </a> </div> </div> </div> <div class="grid-6of12 grid-6of12--port grid-12of12--palm grid-offset-0 u-alignLeft grid-order-0 grid-order-0--lap grid-order-0--palm"> <div class='contentStyled'> <div class='color--default u-block paragraphContent ' style=''> <h3 class="imageWithContent-title">Goodbye gated content. <br /> Hello custom experiences.</h3> <div class="imageWithContent-text contentStyled"> <p>By switching to an ABM model, and replacing gated landing pages with custom Content Tracks, Invoca increased its average deal size by $70K and tripled engagement.</p> <p><strong style="font-size: 0.94737rem">“Implementing PathFactory has completely changed the way we engage our target accounts. That ability to create account-specific content experiences has also greatly improved sales and marketing alignment.”</strong></p> <p>Ari Echt<br /> Director of ABM<br /> Invoca </p></div> </div> <div class='color--default u-block buttonsStyled ' style=''> <div class="ctaButtons ctaButtons--default" > <a class="btn btn--default btn--default_size" href="#" data-lookbook-overlay-href="https://nurturenow.pathfactory.com/c/how-invoca-personali?x=46QjY2" data-lookbook-overlay-width="90%" data-lookbook-overlay-height="90%">Watch Invoca’s story</a> </div> </div> </div> </div> </div> </div> </div> </section> </div> </div>  <div class="siteFooter"> <div class="footerCallout"> <div class="container container--medium"> <div class="footerCalloutBox bg--patternblue1"> <div class="footerCalloutBox-content"> <h3 class="footerCallout-title"> See PathFactory in action </h3> <p class="footerCallout-text"> Schedule a demo to see how PathFactory can help you educate and convert your audience <strong>more 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