Leading B2B agency says ABM leverages the firm’s existing skills, expertise, resources
Walnut Creek, Calif. – April 4, 2017. Spear Marketing Group, a leading B2B demand generation agency, announced the launch of a formal practice dedicated to Account Based Marketing (ABM), as well as a partnership with Engagio, a leading provider of Account Based Marketing, Sales and Customer Success solutions.”
Since 2009, Spear has built a reputation as a technology-driven agency with a unique blend of strategic, technical, and creative expertise enabling it to build complex, automated, multi-step, multi-channel demand generation campaigns for its B2B clients. The firm says that it believes that same expertise and track record make it a natural fit to help companies design and execute successful ABM strategies.
“ABM is a game-changing evolution for demand generation marketers,” says Howard Sewell, Spear’s president. “With a technology partner like Engagio, we can now deploy highly targeted, multi-channel campaigns at an unprecedented scale and level of precision.”
For the last decade, B2B demand generation has been dominated by “inbound marketing,” a concept that relies on generating large numbers of raw leads, then filtering, qualifying and nurturing those leads over time to generate sales opportunities and revenues. ABM flips that model on its head, instead focusing on only a select number of accounts with a high propensity to buy, and then engaging those accounts with a tightly synchronized combination of sales and marketing outreach.
Engagio is a pioneer in Account Based Everything (ABE), a strategy that orchestrates personalized marketing, sales and customer success interactions to land and expand named accounts. The company’s account-based platform complements existing marketing automation platforms with account-centric analytics and the ability to orchestrate outbound interactions across departments (marketing, sales, sales development) and channels (email, phone, social, demand gen.)
As an Engagio partner, Spear will be providing a range of services to Engagio clients, focused on ABM strategy, creative and content development, and campaign execution. It will also be leveraging Engagio technology to deploy ABM strategies for its existing client base.
“We’re excited to be partnering with Spear to help B2B companies get the most from their ABE investment,” said Ray Carroll, Vice President Sales at Engagio. “Agencies like Spear are at the forefront of modern demand generation, and Engagio’s account-based solutions are revolutionizing the way companies drive revenue by engaging their best customers and prospects.”
As part of its new practice, Spear will provide a comprehensive array of ABM services, to include (but not limited to):
- ABM Strategic Plan & Roadmap
- Target Account Selection & Buyer Profiling
- Technology Recommendations & Data Enablement
- Content Assessment, Strategy & Development
- Design and Execution of Account-Based Plays & Campaigns
About Spear Marketing Group
Spear Marketing Group is a full-service B2B demand generation agency that helps B2B technology companies generate, nurture, and convert sales leads to revenue. The firm’s unique, holistic approach to demand generation blends strategic expertise, creative flair, and a deep understanding of marketing technology to drive measurable results across every stage of the lead lifecycle: lead generation, lead nurturing, and customer marketing. Clients include Magnitude Software, Navicure, and Plantronics. For more information, visit www.spearmarketing.com.
Engagio enables companies to orchestrate highly scalable human connections that engage their best prospects and customers, creating more pipeline and closing deals faster. Large enterprises and fast growing mid-sized companies use Engagio’s Account Based Marketing and Sales solutions to expand customer relationships, drive account conversion and strengthen alignment between sales and marketing. Engagio is a winner of the 2017 Bay Area Best Places To Work, an awards program presented by the San Francisco Business Times and the Silicon Valley Business Journal. Backed by leading venture investors and headquartered in San Mateo, CA, Engagio is pioneering the Account Based Everything revolution. To learn more, visit www.engagio.com.
Patrick Di Chiro