Want insights on the performance of D2C, eCommerce brands in the US & India during COVID lockdowns?
Visit Our Markets Data

How important is data for account-based marketing?

Ashwini Murthy
Ashwini Murthy
Jun 8, 2017
Min Read

Account-based marketing sounds complex but it really isn’t - It’s a set of coordinated activities planned around each of the company’s top prospects (or ‘named accounts’ as we call them). ABM is about hyper-personalization & hyper-efficiency in executing marketing campaigns. ABM is using a spear to fish instead of a net. ABM is designing marketing campaigns to speak directly to the named decision-makers in top accounts. To draw a parallel from modern warfare, you can either hire a sniper to take down a high profile target or launch a missile on the entire city. With the latter, there’s no assurance that you will take down your target. Account-based marketing is like sniper-targeting. It’s about allocating attention and resources to those accounts that are strategically aligned with the goals of your company.

abm-1

According to Engagio, ABM leads to a 40% increase in contract value for mid-market companies, 285% increase in close rates. 97% of the marketers see better RoI and 84% of them vouch for improved customer experience. With most of the major players opting for ABM, lots of mid-market enterprises are following the trend (well, who wouldn’t? It’s a great method!)But the efforts will end up futile if not directed at the right people, won’t they? So, a good chunk of the success rate of an ABM campaign depends on how accurate and reliable the data is. [Twitter]Data bleeds into every step of the ABM process before the actual execution.[/Twitter] Let’s see how.

1. Select Accounts

Let’s say you have a target market of 10,000 prospects. Unless it is a perfect market scenario, all 10,000 of them won’t be an ideal match. Chances are that only a few hundred are even close to being the perfect match.But how do you rank that hundred? Most data providers would provide you with firmographic data (Revenue, Employee Count etc.) or even technographic data (Which technologies are deployed in which of the hundred prospects). But, let’s say if you are selling to an e-commerce company, wouldn’t you want to know what they sell, in what volume and who they ship with etc.? All this data will help you slice and dice your hundred prospect accounts into several micro-segments. The more you segment, the shorter your cohorts are and the more effective your ‘account based marketing’ efforts towards these cohorts.

2. Discover and Map Contacts

Once the master list of high-value prospects is ready, then comes the “which person to reach out to?” question. Reaching out to the wrong person might lead to losing the deal. If you’re selling e-commerce shipping/logistic services, reaching out to the omni-channel manager works better than reaching out to the CEO directly. There are buyers and influencers when it comes to purchasing. A list of personas should be made for each category. Influencers are usually in lower tiers who have a considerable say in what gets bought. The omni-channel manager is the influencer in this case. Traditional data providers give you ‘matching results’ for titles you search for. You need more than that. What you need is a semantic mapping of all ‘probable’ candidates. Digital Marketing Manager and Performance Marketing Manager might mean one and the same and you might miss the latter if you are filtering decision makers by titles you are familiar with. Besides, an intelligent data provider could look at your CRM data and discover personas you’ve had great success with, and use that to discover look-alike prospects and decision makers.Again, the better you are able to identify the personas and the ‘named’ decision makers, the more effective your ABM campaigns become.

3. Develop Account Insights

Insights are wonderful conversational points. Developing insights answers the “what to talk about?” question when reaching out to a prospect. It is more than just funding news. Has there been any change in the C-level employees? Are there talks about mergers & acquisitions? Did they get featured in any magazine lately? Have they acquired a warehouse recently? Do they have business partners?Has a competitor been in news recently and would that be of interest to this prospect?The points of interactions should be relevant and resonant. For that, a lot of data is needed.Coming back to our warfare analogy, account-based marketing can be really effective if the sniper is trained well. The training is a long, intense process which needs a lot of time - something that mid-market enterprises don’t normally have. What if I tell you there are sniper rifles which do the point accurately and all you have to do is shoot? The data needed for the first 3 steps need to be tailor-made. There are companies out there which can help you out. (Cue in PipeCandy!) And beyond that, we even help you place your finger on the trigger and help you shoot. Because come on, You gotta do better than spray and pray! Before you jump the gun next time, ask yourself if you have all the right data for an effective ABM campaign.Disclaimer: We are not and won’t be accessories to murder.

Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Be a Segmentation Superpower
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
A writer by day. Illustrator by night. Currently trying to conquer the B2B marketing world one baby step at a time. Loves everything outside her comfort zone.

Get PipeCandy essays straight to your inbox.

Every week we send out one deeply researched essay that captures the eCommerce industry and its evolution, right to your inbox. 50%+ open rates for a year now.
Trusted by 22,804 DTC & eCommerce industry insiders.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Prospector

The holy grail of predictable demand generation

Build surgically precise lead lists of your ideal eCommerce customers
Start Free Trial
Firehose

Closed lost? Not really.

Enrich your leads & engage again. Generate demand from your ignored CRM leads with right segmentation and messaging.
Start Free Trial
Researcher

The gold standard of eCommerce market size estimates

We hand-count & research every active eCommerce company. Know your true TAM.
Start Free Trial

Get PipeCandy essays straight to your inbox.

Every week we send out one deeply researched essay that captures the eCommerce industry and its evolution, right to your inbox. 50%+ open rates for a year now.
Trusted by 22,804 DTC & eCommerce industry insiders.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Get PipeCandy essays straight to your inbox.

Every week we send out tidbits that capture the eCommerce industry and its evolution, right to your inbox. It's free. No spam. Choose to opt-out whenever.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Be a Segmentation Superpower
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
A writer by day. Illustrator by night. Currently trying to conquer the B2B marketing world one baby step at a time. Loves everything outside her comfort zone.
A writer by day. Illustrator by night. Currently trying to conquer the B2B marketing world one baby step at a time. Loves everything outside her comfort zone.
hm.com
HQ Location: Beaverton, Oregon, United States Of America, 97005
hm.com, operated by H & M Hennes & Mauritz AB, is an internationally-focused online store that generates eCommerce net sales primarily in Germany as well as in the United States and the United Kingdom. With regards to the product range, hm.com achieves the greatest part of its eCommerce net sales in the “Fashion” category.
Web Sales
Order Volume
Commercepedia Maturity Score
Record Coverage
High
Category
Arts and Entertainment, Business and Consumer Services, Business and Industrial, Consumer Electronics, Health and Fitness
Sub Category
Arts and Entertainment, Business and Industrial, Office Supplies and Stationery, Technology and Computing
hm.com funding details
Total venture and debt funding raised by hm.com from accredited investors.
View full report
The most accurate online retailers dataset curated by algorithms & analysts
The most accurate online retailers dataset curated by algorithms & analysts
A writer by day. Illustrator by night. Currently trying to conquer the B2B marketing world one baby step at a time. Loves everything outside her comfort zone.
A writer by day. Illustrator by night. Currently trying to conquer the B2B marketing world one baby step at a time. Loves everything outside her comfort zone.
Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Prospector
The holy grail of predictable demand generation
Build surgically precise lead lists of your ideal eCommerce customers
prospector-img
sm-logo
Firehose
Closed lost? Not really.
Enrich your leads & engage again. Generate demand from your ignored CRM leads with right segmentation and messaging.
firehose-img
sm-logo
Researcher
The gold standard of eCommerce market size estimates
We hand-count & research every active eCommerce company. Know your true TAM.
Researcher-img
State of the Direct-to-Consumer Industry in 2022
New
State of the Direct-to-Consumer Industry in 2022
The direct-to-consumer sector as we see today is far different from what it started off as about a decade ago. What we see about the DTC space today with data-driven research insights?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
COVID Impact on US D2C brands
New
COVID Impact on US D2C brands
Which D2C categories thrive & which ones struggle due to COVID? – A data-driven report.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
DTC Playbooks
New
DTC Playbooks
How do D2C brands think about growth? A perspective from early days of DTC.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Global eCommerce market size
New
Global eCommerce market size
Total addressable market size of eCommerce companies in the US and other major markets
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Subscription eCommerce industry report
New
Subscription eCommerce industry report
Total addressable market of subscription eCommerce companies
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Fashion industry & D2C fashion brands
New
Fashion industry & D2C fashion brands
How big is the fashion industry and how are the brands distributed by revenue?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
More Reports
New
More Reports
Country-specific eCommerce TAM reports & white papers
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
State of the Direct-to-Consumer Industry in 2022
New
State of the Direct-to-Consumer Industry in 2022
The direct-to-consumer sector as we see today is far different from what it started off as about a decade ago. What we see about the DTC space today with data-driven research insights?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
COVID Impact on US D2C brands
New
COVID Impact on US D2C brands
Which D2C categories thrive & which ones struggle due to COVID? – A data-driven report.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
DTC Playbooks
New
DTC Playbooks
How do D2C brands think about growth? A perspective from early days of DTC.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Global eCommerce market size
New
Global eCommerce market size
Total addressable market size of eCommerce companies in the US and other major markets
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Subscription eCommerce industry report
New
Subscription eCommerce industry report
Total addressable market of subscription eCommerce companies
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Fashion industry & D2C fashion brands
New
Fashion industry & D2C fashion brands
How big is the fashion industry and how are the brands distributed by revenue?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
More Reports
New
More Reports
Country-specific eCommerce TAM reports & white papers
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Prospector
The holy grail of predictable demand generation
Build surgically precise lead lists of your ideal eCommerce customers
Qualification Criteria
Technology Catogories
30 of 30 Catogories Selected
Website Technologies
6 of 1.5K Web Tech Selected
Product Category
Fashion & Apparel & 1K more
Product Sub Categories
Accessories, Babywear & 1k more
Web Traffic Rank
<1M, 1M-5M, 10M-25M & 9 more
Web Sales
<$1M, $1M-$5M, $10M... & 9 more
Countries
USA, Canada, UK & 192 more
States
California, Florida & 748 more
Customer Type
B2B, B2C, B2G, C2C
Physical Store
Choose Option
Own Brand
Choose Option
Business Tags
Subscription, DTC & & 500 more
Monthly Unique Visitors
$0 - $10B
Monthly Shipping Volume
<100, 100-500 & 5 more
Payment Partnerships
Alipay, Vantiv CNP & 2k more
Logistics Partnerships
UPS, FedEx, DHL & 2k more
Technology Catogories
Content Delivery
or
Content Management
or
CRM
or
Website Technologies
Azure Edge
or
CloudFront
or
Turn
or
DemDex
Apply Criteria
Let's Get Started!
Narrow down your keyword search using 'Commercepedia Keyword Search' on Top
Find a comprehensive list of eCommerce companies & DTC brands using 'Filters'
Powered by PipeCandy's Proprietary Online Merchant Graph!
Slice & Dice
D2C companies based on attributes made possible for the first time with Commercepedia
Advanced Search
This is some text inside of a div block.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Filter by Sub-categories
Reset All
314
314
314
314
314
Filter by Annual Revenue (USD)
110
410
124
45
15
HQ Location
15
15
15
15