What Does Account Engagement’ Actually Mean?
Posted: Sun Dec 22, 2024 4:43 am
With Pardot recently being renamed to Marketing Cloud Account Engagement’, much of the community has been quick to point out that account engagement’ is a pretty well-used marketing term that could easily confuse users and their wider teams.
For example, in a meeting about marketing performance, team members could share their latest social media account engagement statistics but then switch to talking about marketing automation and email performance via Account Engagement. To the majority of listeners, it could be difficult to differentiate between a marketing phrase and the Salesforce platform.
Not only this, there are many other marketing mobile number in cambodia terms that sound very similar to account engagement’, such as:
Account-based marketing (ABM)
Account-based sales (ABS)
Account-based engagement (ABE)
Confused what the difference is between each of these? You’re not alone! Many marketers are scrambling to understand the nuances.
Allow me to explain all.
The definition of account engagement’
For those marketers who manage social media profiles, you’ll often say or hear account engagement’ when discussing how well your audience interacts with your account via likes, shares, comments, reactions, and so on.
Example: “Our Facebook account engagement has increased 10% within the last quarter.”
This is just one usage of the term.
In the B2B marketing world though, an account’ usually means a business or organisation that you are currently working with, or would like to work with. Within an account, there may be multiple contacts that you speak with, such as the Marketing Manager and the Business Development Manager.
Account engagement is quite simply, how well you engage a particular account (as a whole) in a bid to build a relationship and either win or retain them as a client.
What is account-based marketing, then?
Account-based marketing, also known as ABM, is very similar to account engagement but on a more intense level.
Rather than focusing on attracting and winning lots of clients that may deliver quick wins but at a lower value, account-based marketing is a growth strategy that involves targeting specific dream’ accounts that will be of significant value to the business.
Marketing efforts are put into identifying and generating interest with the ideal decision maker(s) at a specific target business, then nurturing these relationships with marketing communications over a longer period of time, with the end goal of winning them as a high value client.
Naturally, the ABM model is most suited to businesses with;
high value products or services
a niche or limited market, versus a volume market
a sales team led selling process as opposed to ecommerce
The best account-based marketing strategies are highly personalised and tailored, based on the information you have gathered about an account and its pain points or needs.
The strategic, highly targeted approach generally means a higher close ratio, greater revenue and better return on investment. According to LXA, relative to other marketing activities, ABM delivers 97% higher ROI.
For example, in a meeting about marketing performance, team members could share their latest social media account engagement statistics but then switch to talking about marketing automation and email performance via Account Engagement. To the majority of listeners, it could be difficult to differentiate between a marketing phrase and the Salesforce platform.
Not only this, there are many other marketing mobile number in cambodia terms that sound very similar to account engagement’, such as:
Account-based marketing (ABM)
Account-based sales (ABS)
Account-based engagement (ABE)
Confused what the difference is between each of these? You’re not alone! Many marketers are scrambling to understand the nuances.
Allow me to explain all.
The definition of account engagement’
For those marketers who manage social media profiles, you’ll often say or hear account engagement’ when discussing how well your audience interacts with your account via likes, shares, comments, reactions, and so on.
Example: “Our Facebook account engagement has increased 10% within the last quarter.”
This is just one usage of the term.
In the B2B marketing world though, an account’ usually means a business or organisation that you are currently working with, or would like to work with. Within an account, there may be multiple contacts that you speak with, such as the Marketing Manager and the Business Development Manager.
Account engagement is quite simply, how well you engage a particular account (as a whole) in a bid to build a relationship and either win or retain them as a client.
What is account-based marketing, then?
Account-based marketing, also known as ABM, is very similar to account engagement but on a more intense level.
Rather than focusing on attracting and winning lots of clients that may deliver quick wins but at a lower value, account-based marketing is a growth strategy that involves targeting specific dream’ accounts that will be of significant value to the business.
Marketing efforts are put into identifying and generating interest with the ideal decision maker(s) at a specific target business, then nurturing these relationships with marketing communications over a longer period of time, with the end goal of winning them as a high value client.
Naturally, the ABM model is most suited to businesses with;
high value products or services
a niche or limited market, versus a volume market
a sales team led selling process as opposed to ecommerce
The best account-based marketing strategies are highly personalised and tailored, based on the information you have gathered about an account and its pain points or needs.
The strategic, highly targeted approach generally means a higher close ratio, greater revenue and better return on investment. According to LXA, relative to other marketing activities, ABM delivers 97% higher ROI.