PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 3: SELECT YOUR TECHNOLOGY Email Signature By now you know the name of the game with ABM: understanding exactly who your most A 1:1 channel–every ABM likely future customers are and then deploying an immersive and personalized end-to-end practitioner’s true love. Eye- tracking tests prove that a buyer experience for them. The only way to do that? A smart tech stack. branded email signature Let’s take a look at each piece of a tech stack recommended for ABM: attracts the most eyeballs , so it’s no wonder brands are using that hot real estate to Advertising put the right content, events, Chat and company announcements With in-person events taking in front of the right people. Say hello to your new sales a backseat for the greater part How’s it done? With an email Attribution rep. Chat (especially chatbots) of 2020, nearly half of B2B signature marketing platform! Ready for a little tough love? are becoming one of the most marketers say they’re pouring There is zero point in putting valuable techstack investments even more of their budgets ABM practices into play that you can make–with 85% into digital advertising to get without a way to attribute of B2B chat use cases being in front of more prospects. Sales Engagement revenue to those practices. attributed to sales. Think: Paid search, Display ads, A modern marketer isn’t Period. The only way you can LinkedIn Ads, and more. waiting for leads to come in - prove that ABM is working in they’re working in lockstep with your organization is through CRM/Marketing their sales teams to target their attribution, and the only way Automation Web Personalization most wanted prospects. And you can do attribution properly Gone are the days when a there are sales engagement is with the right piece of You need a single source of tools that are absolute musts to technology. truth for your customers, and generic landing page would nab the demo request. Eighty get this job done–We’re talking a reliable way to continue to analytics, real time alerts, and nurture them in every stage percent of B2B businesses say that personalizing their website an easy way to put relevant and of the funnel. But careful–the compelling content in front of ABM use case for automation experiences using customer data has more effectively accounts. doesn’t include batch and blast. Those days are very over. helped them achieve their business goals. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 20