The ABM Superpower of Integration
The secret to the success of ABM lies in its superpowers—characteristics of the marketing strategy that successfully and efficiently open channels to directly deal with primarily midsize through enterprise-level clients and their buying committees.
ABM for B2B companies starts with committing to a change. A change in strategy, a change in tools (sometimes), and a change in expectations. And with change comes great… responsibility to ensure the entire company (not just marketing and sales) can function properly both day-to-day and in the long-term while using ABM tactics.
That’s where integration, or the compilation of data into a complete ABM dashboard, comes into play. And its superpower? Telepathy. A fully integrated ABM solution transmits campaign data, thus communicating the exact moment an account moves down the funnel and into the buying stage. It’s also the backbone of our entire ABM strategy.
With SEO My Business account-based marketing services, there are effectively no hurdles in new ABM efforts, syncing with your customer systems—whether it’s your CRM or email marketing automation. Our ABM specialists create campaigns structured specifically for your business, so you can feel secure that your high-value targets will move steadily down the sales funnel and become sales-qualified leads.
BUT HOW DOES IT ALL WORK? AND HOW DO WE DO IT?
As you integrate ABM strategies into your business, you’ll have the option to choose between one of the following—which we outline a bit more on our reporting page.
- Our developers will create a completely customized dashboard for your team OR
- They’ll build a dashboard to be integrated in your native platform (Google Data Studio, Domo, Tableau) Once your dashboard is set up, you can start tracking data in real time. Which brings us to…
The purpose of integrating is this: Your data (from Bombora, Google Analytics, DSP, etc.) is exported from Point A (a data warehouse) to Point B (your dashboard/reporting tools) while keeping everyone connected and efforts automated when possible.
Once your data is exported from the data warehouse you use, it’s integrated within your reporting tool and scored—more on account scoring here. The integration and following scoring method then fuel your campaign’s DSP efforts and create account lists. In a true ABM campaign, certain audiences are only supposed to see certain assets at certain times on certain platforms. The account scoring keeps this strategy informed, while the integration keeps it organized and executed.
But integration is about more than just numbers—it’s also about visually representing the data. It’s no secret that in the B2B world, certain stakeholders like seeing data in certain ways, be it a clear Excel spreadsheet or a cut-and-dry line graph. When the information is pushed from the data warehouse, it gets transformed into digestible, neat tables. And what sales or marketing executive doesn’t love organized data?
Some B2B companies like to automate this integration. While this is completely possible, our experts at SEO My Business find it more effective and efficient to transform the data manually, ensuring complete confidence in the numbers and data points you’re uploading, as well as providing a bit of customization.
At the end of the day, ABM will only succeed if you have the following within your team: common goals, objectives, and metrics. Luckily, the ABM strategies and services provided by SEO My Business are designed to be comprehensive and easily adaptable to your company’s business model. Whatever problems you’ve faced trying to attract midsize, large, or enterprise-level clients and their buying committees, we’ve got solutions that can be easily integrated into a new ABM campaign.
Interested in learning more about integration within ABM?
Check out our e-book, the ABCs of ABM, or reach out to one of our experts today.
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