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Dedicated ABM Services

Effective account-based marketing (ABM) demands a multifaceted team of specialists, encompassing ABM strategy, digital asset creation, mastery of B2B digital channels, seamless tech stack integration, and advanced data visualization.

At Torn Digital, we recognize the complexities involved in executing a successful ABM campaign. If your current marketing operations are missing expertise in any of these critical areas, our team is equipped to enhance your capabilities and deliver on the full potential of ABM, ensuring your business achieves its strategic marketing goals.

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Defining "Real" Account-Based Marketing

While basic account-based marketing (ABM) synchronizes your sales and marketing efforts to engage key accounts effectively, "Real" ABM transcends these foundations. True ABM isn’t just about alignment—it’s about depth and precision across the buying process.

Consider this: the average B2B customer engages with six distinct interaction channels throughout their purchase journey, and decision-making groups typically consist of six to ten members. Real ABM meticulously maps out these complexities.

How, then, can you ensure that you’re pinpointing the right decision-makers and delivering precisely tailored information at the appropriate stages of their journey? And how does this strategic precision drive increased revenue and foster robust, sustainable omnichannel ABM initiatives?

While the concept might seem straightforward, the implementation is anything but. It demands a rigorous, data-driven approach that leverages deep insights to craft and execute highly effective ABM strategies. At Torn Digital, we excel in transforming these challenges into opportunities, guiding B2B companies towards impactful and measurable ABM successes.

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Essential Components of a Complete Technology Stack for Real ABM

1. Company Match Software: To fully map out the buyer's journey in account-based marketing, robust company match software is indispensable. Unlike basic tools, our recommended solutions integrate seamlessly with Google Analytics, allowing for a comprehensive omnichannel marketing review. This integration provides visibility into real-time data from multiple channels, turning vast amounts of information into actionable insights. Essential for deepening your understanding and enhancing your confidence in your marketing strategies, company match software stands as the cornerstone of effective ABM.

2. Content Management System (CMS): Efficient creation, management, and publication of B2B content are crucial. Whether you're using WordPress, Magento, PHP, .Net, or any other CMS platform, we ensure flawless integration with your existing website architecture. This allows for streamlined content workflows essential for engaging and nurturing your targeted accounts.

3. Customer Relationship Management (CRM): At the heart of ABM is the relationship you cultivate with your targets—be they past, present, or future customers. We work with leading CRM platforms such as Salesforce, Netsuite, and Dynamics, ensuring that whatever your preference, integration is smooth and effective. A robust CRM system is vital for maintaining detailed insights into customer interactions and behaviors, facilitating tailored marketing approaches.

4. Marketing Automation: Simplify, automate, and evaluate your marketing processes. With tools like Marketo, Act-On, and Hubspot, we can automate the repetitive yet crucial tasks within your ABM campaigns. This not only increases efficiency but also enhances the effectiveness of your marketing efforts by allowing for more strategic engagement and measurement.

5. Data Visualization: Making informed decisions is a product of comprehensive data visualization. With tools like Domo, we bring together data from across your organization into a single platform, providing your team with real-time insights and the ability to extensively analyze and organize data. This capability is critical in driving strategic decision-making and optimizing your ABM outcomes.

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Key Capabilities for Effective Omnichannel ABM Campaigns

Access to In-Market Data: The cornerstone of effective omnichannel ABM campaigns is the use of in-market or intent data. This type of data serves as a nearly omniscient guide in the B2B marketing landscape, revealing which target accounts are actively seeking information relevant to your services—or those of your competitors—across third-party sites. Intent data not only signals which accounts are prioritizing certain needs or solutions but also highlights those with actual purchase intent, allowing for more targeted and timely engagement strategies.

Method of Account Scoring: Before launching a campaign, it's crucial to have a robust method for account scoring. This process involves evaluating which assets or messages to present to accounts next, based on their current position within the sales funnel. Without a clear understanding of each account's engagement level, the foundational strategy of your ABM could falter. Account scoring, or account engagement scoring, allows you to assign value to each interaction and rank accounts based on their level of engagement. Although customizable, the objective remains consistent: to aggregate and visualize engagement data across all digital channels, enabling a comprehensive view of organizational behaviors and interactions.

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Choose a Partner, Not Just an ABM Agency

At TORN, we recognize that effective account-based marketing is not one-size-fits-all.
As a leading agency in the APAC, we don’t just run campaigns—we collaborate closely with your internal team to craft ABM strategies that are specifically tailored to your business needs. Whether it’s filling critical gaps in your current marketing efforts or providing expert advice in our areas of specialization, we are committed to enhancing your marketing operations.

Every B2B company has its own unique set of challenges and objectives. Our mission is to deliver a highly personalized service that integrates seamlessly with your existing operations, helping you to achieve your specific goals. Whether you require select services or a comprehensive, full-service ABM solution—from strategic planning to detailed reporting—we adapt our approach to fit your needs perfectly.

Strategic Framework for ABM: A Five-Stage Blueprint

At TORN, we believe in building a strong foundation with a precise and effective ABM strategy tailored for B2B companies. Our strategy is crafted through a comprehensive five-stage process:

1. Persona Definition: Our first step involves a detailed analysis and definition of all key personas within the buying committee. This ensures that our strategies are precisely aligned with the needs and behaviors of each stakeholder.

2. Buyer Journey Mapping: We meticulously map the buyer’s journey from initial awareness to thorough evaluation. This mapping is critical to effectively time and tailor our engagements.

3. Collaborative Asset Development: In partnership with your team, we develop targeted assets for each stage of the buyer’s journey. This collaborative approach guarantees that the content resonates deeply and moves prospects closer to a decision.

4. Message Unification Across Platforms: We ensure consistency in messaging across all platforms and channels, reinforcing the campaign’s core messages at every touchpoint.

5. Engagement Tracking and Nurturing: Monitoring engagement allows us to dynamically guide prospects through the funnel. We track interactions meticulously to refine tactics and push leads towards conversion.

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Customized Assets: The Heart of Account-Based Marketing

In account-based marketing, the impact of personalized content cannot be overstated. At The ABM Agency, we understand that success hinges on delivering hyper-focused assets tailored to each account, platform, and sales funnel stage. This precision targeting is designed to maximize ROI by creating a highly individualized experience that not only engages but also effectively progresses target accounts toward conversion.

Our creative team excels in producing a diverse array of content tailored to your needs—from eBooks and podcasts to white papers and webinars. We go the extra mile to ensure that each piece of content resonates with your target audience, driving engagement and facilitating a smoother journey through the sales funnel.
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Channels: Ensuring Visibility Across All Touchpoints

For account-based marketing (ABM) to be effective, it’s crucial that your target accounts actually see the content specifically crafted for them. At Torn Digital, we leverage a comprehensive array of channels to ensure that these personalized experiences reach your prospects at every stage of the sales funnel.

  • Content Marketing: We create and distribute valuable, relevant, and consistent content to attract and engage a clearly defined audience, with the ultimate goal of driving profitable customer action.

  • Programmatic: Utilizing advanced algorithms, we buy and place ads in real-time, allowing for unprecedented targeting and personalization of messaging across multiple platforms.

  • PPC (Pay-Per-Click): Our targeted advertising campaigns are designed to reach your audience where they spend the most time, ensuring maximum visibility and engagement.

  • SEO (Search Engine Optimization): We optimize your content to ensure that it ranks high in search engine results for queries important to your target accounts, enhancing visibility and accessibility.

  • Paid Social: Through carefully crafted and targeted paid social media campaigns, we extend the reach of your content to capture the attention of potential buyers on platforms they frequent.

Each of these channels plays a critical role in the orchestration of a successful ABM strategy by ensuring that your marketing efforts connect with and engage the right prospects at the right times.

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Integration: Seamless Syncing with Your Systems

At Torn Digital, we ensure that launching new ABM campaigns integrates flawlessly with your existing customer management systems. We offer flexible integration options to meet your needs:

Torn Digital Reporting Platform: Opt for our intuitive reporting platform, which provides comprehensive insights and analytics in a user-friendly format.
Native Platform Integration: Alternatively, we can integrate our systems directly with your existing platforms, allowing for a unified approach that leverages your current workflows.

In both cases, we streamline the data flow from Point A (your data warehouse) to Point B (reporting tools), ensuring seamless connectivity and automation throughout your team’s efforts. Our integration solutions are designed to keep your team connected and informed, enabling efficient and effective management of your ABM campaigns.
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Reporting: The Key to Effective Campaign Management

Effective reporting is critical to the success of your marketing and sales strategies. Without access to reliable data presented on a platform that meets your team’s specific needs, making informed decisions and advancing accounts through the sales funnel can be challenging.

At Torn Digital, our unique reporting methods are designed to cut through the clutter of complex analytics. We provide B2B companies with clear insights into each account’s progression through the sales funnel. Our reporting tools are not just about data collection; they offer visual and quantitative dashboards that are easily accessible and understandable by all stakeholders, including sales teams, marketing departments, and the C-suite.

This approach ensures that your team is empowered with the necessary information to make strategic ABM decisions, enhancing overall campaign effectiveness and driving tangible results.

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