Transforming hospitality to advance sustainable strategies elevates brand equity and bottom-line impact.

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From Vision to Action: Embracing Sustainability in Hospitality

Despite a <a href="https://globalnews.booking.com/download/1161485/booking.comsustainabletravelreport2022final.pdf" target="_blank" rel="noopener">2022 Booking.com report</a> that found 4 out of 5 global travelers prioritized sustainability, there remains a disparity between intentions and actions. Though consumer interest in sustainable travel products doesn&#8217;t match consumer spend, hospitality organizations can still take steps to ensure their sustainability practices mitigate energy costs and positively enhance the bottom lines through brand equity, customer loyalty, lower energy expenses and adherence to ESG principles.
According to a recent <a href="https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2022/03/23/three-ways-emerging-brands-can-build-customer-loyalty/?sh=d15486448a49" target="_blank" rel="noopener">Forbes article</a>, nearly 90% of consumers say they’ll stay loyal to a brand that shares values similar to their own, and sustainable principles are a part of these values for 65% of millennials and 49% of Baby Boomer purchasers. When hospitality organizations introduce meaningful, sustainable offerings they have a much higher capability of capitalizing on the higher conversion rates of loyal customers.
Every organization should prioritize sustainable strategies, particularly the travel and tourism sectors, which produce 11% of global emissions <a href="https://www3.weforum.org/docs/WEF_How_to_Create_the_Sustainable_Travel_Products_Customers_Want_2022.pdf" target="_blank" rel="noopener">(World Economic Forum)</a>. Within hospitality, taking actions like utilizing clean energy and efficient fuels, reducing water consumption and scrutinizing supply chains for energy-saving opportunities should be top of mind. We’ve seen our clients thrive by setting renewable energy and water reduction goals and adopting renewable sourcing—a proven formula as part of a sustainability focus.
At frog, we recommend hospitality entities proactively embrace sustainability practices now. Mandates like ESG reporting are on the horizon. Although US regulations are in the pipeline, non-EU firms operating in the EU could face reporting obligations as soon as FY 2025 (reporting in 2026). Larger organizations with intricate review processes must act swiftly to meet these requirements and embed sustainable principles before compliance becomes challenging.
Initiating sustainability efforts begins with establishing a solid organizational vision, a step many organizations have already taken. For instance, <a href="https://wynnresortslimited.gcs-web.com/news-releases/news-release-details/wynn-resorts-highlights-corporate-sustainability-goals-and?field_nir_news_date_value[min]=" target="_blank" rel="noopener">Wynn</a> aims for net-zero emissions across Scopes 1, 2 and 3 by 2050. <a href="https://impact.disney.com/app/uploads/2023/06/2030-Environmental-Goals-White-Paper.pdf" target="_blank" rel="noopener">Disney</a> targets net zero for Scopes 1 and 2 by 2030, while <a href="https://serve360.marriott.com/wp-content/uploads/2022/09/Marriott-2022-CDP-Climate-Change.pdf" target="_blank" rel="noopener">Marriott</a> adapts its procurement strategy for 30% renewable electricity use by 2025.

To evolve with the changing sustainability landscape, companies should address three key priorities:

Beyond offering just a sustainable no&#8211;housekeeping choice, frog collaborates with enterprises to reimagine experience offerings deeply ingrained in sustainability. Our aim is to reshape the discourse on sustainability and identify avenues for businesses to embrace meaningful change.

Design and activate sustainable experiences:

Implementing ESG reporting and enabling data platforms allows hospitality organizations to take data-driven actions, report on progress and ensure compliance with recognized standards such as ISO 14001, Green Globe, Earth Check, CDP Climate and the Change Score.

Measure sustainability impact:

Evaluate the end-to-end supply chain of products that may be impacting an organization’s 3rd Scope Impact, ensuring visibility and transparency.

Assess sustainable procurement practices:

Translating vision into action

<h3>Differentiating through sustainability</h3>
Sustainability in the hospitality sector is hardly a passing trend. It&#8217;s the avenue for organizations to distinguish themselves, enhance profitability and contribute positively to the planet. At frog, we specialize in guiding you toward sustainable success, aligning with your hospitality objectives and beyond. Initiate your sustainability journey by <a class="Hyperlink SCXW79492969 BCX0" href="https://www.frog.co/contact" rel="noreferrer noopener">connecting with us</a>.

Jordan Doak

Clément Lacroix

Chand Patel

Anne Schwappach

Authors

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Report

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The Norwegian Sea Rescue Society

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Account-based marketing (ABM) can be an effective tool for businesses to engage their customers.

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Transforming Your B2B Experience with ABM

Across industries, customers are redefining what they want out of businesses. As the <a href="https://www.statista.com/topics/7997/service-sector-of-the-us/#dossierContents__outerWrapper" target="_blank" rel="noopener">services sector in particular is a key driver of global economic growth</a>—arguably the largest—many companies within this broad sector of services are seeking new ways to address evolving customer needs. Today, many subsegments within services are driving the business-to-business (B2B) market including engineering, procurement, construction, transportation and distribution, as well as professional services.  
A key struggle that many B2B organizations currently have is authentically articulating and demonstrating their values in a way that resonates with today’s consumers. Companies are realizing that they can no longer rely on the simplified, one-size-fits-all approach that worked before. 
In this period of flux lies the potential for profound change. It’s critical to rethink go-to-market strategies from top to bottom. It&#8217;s time to do away with jargon-filled slogans and ask a clear, honest question: how do we best reach our customers? The answer is simple and essential: to meet them where they’re at. Here&#8217;s where account-based marketing plays a key role.
B2B Meets ABM
At frog, we are always on the lookout for the latest tools that can help <a href="https://www.frog.co/work" target="_blank" rel="noopener">our clients</a> achieve their goals. Account-based marketing, also known as ABM, is one key tool to address key challenges faced by service companies across the services sector and beyond. 
ABM is a focused go-to-market approach that targets select high-value accounts through <a href="https://www.frog.co/services" target="_blank" rel="noopener">coordinated and tailored marketing and sales programs.</a> Through this collaboration between two historically siloed departments, ABM enables marketing and sales teams to collaborate closely to prioritize accounts, nurture them with customized tactics, drive revenues and strengthen relationships. In short, ABM gives marketers the opportunity to create more relevant content for specific target accounts, as opposed to blanket messaging for a broad audience. 
Why does ABM matter for B2B? 
Creating a better <a href="https://www.frog.co/services/customer-experience-design" target="_blank" rel="noopener">customer experience (CX)</a> requires B2B businesses to empathize with customers’ pain points, market directly to the decision makers in an authentic and customized way and reach them with the right mix of digital and human touchpoints when and where they want. Adopting ABM can help shift your organization’s mindset towards one of nurturing and <a href="https://www.frog.co/services/service-design" target="_blank" rel="noopener">engaging customers</a> in a more personalized, meaningful way.  
Within B2B organizations of all sizes, it is common for any given sales cycle to take months to complete. Despite its complexity, it’s important to note the B2B sales process is built on a very human foundation: mutually beneficial relationships. Through ABM, teams can target your high-value accounts with personalized campaigns that speak to an account&#8217;s specific needs, helping them more easily find you and get in touch. 
When marketing and sales teams collaborate, it becomes possible to engage target accounts seamlessly. This in turn helps to build profitable relationships with both prospects and desired customers.

For companies adopting ABM, <a href="https://repositioner.com/this-marketing-strategy-has-97-more-roi/" target="_blank" rel="noopener noreferrer" data-auth="NotApplicable" data-safelink="true" data-linkindex="0">97% reported achieving higher return on investment (ROI) with ABM</a> than with any other marketing initiatives, and <a href="https://www.bol-agency.com/blog/how-to-track-account-based-marketing-roi" target="_blank" rel="noopener noreferrer" data-auth="NotApplicable" data-safelink="true" data-linkindex="1">target account deals are 2.3 times bigger</a> than deals resulting from other channels. In addition, the length of sales cycles to close these deals is on average 30 or more days shorter than in organizations not using ABM. By investing resources strategically and targeting high-value prospects, companies can expedite the sales process and convert and retain customers more effectively.

Higher return on investment (ROI) and business outcomes

ABM gives marketers the opportunity to create more relevant content for specific target accounts, as opposed to blanket messaging for a broad audience. This <a class="Hyperlink SCXW23469906 BCX0" href="https://www.frog.co/services/service-design" target="_blank" rel="noreferrer noopener">personalization</a> takes a human approach that helps increase trust in a brand and forms strong relationships that result in higher engagement and improved customer loyalty. <a class="Hyperlink SCXW23469906 BCX0" href="https://insights.strategicabm.com/account-based-marketing-stats" target="_blank" rel="noreferrer noopener">83% of companies say the main benefit of using ABM is increasing the engagement with their target accounts.</a>

Increased customer engagement and loyalty

ABM requires marketing and sales collaboration throughout the entire process, from defining the Ideal Customer Profile, selecting target accounts, to closing a deal. The internal alignment leads to measurable benefits for the business. Marketing <a class="Hyperlink SCXW137891719 BCX0" href="https://blog.hubspot.com/sales/sales-marketing-alignment-increases-revenue-infographic" target="_blank" rel="noreferrer noopener">generates 208% more revenue</a> in companies that have aligned their sales and marketing teams. Keeping both teams accountable for their aligned goals and metrics will result in higher-quality leads and more wisely spent time and dollars.

More in-sync organizational alignment and collaboration

Traditionally, marketing would use strategies and tactics to engage and qualify as many leads as possible and then hand off Marketing Qualified Leads to sales to conduct outreach and convert. The sales team is not involved in the initial marketing strategy and vice versa. However, for a <a class="Hyperlink SCXW20106575 BCX0" href="https://www.uviaus.com/blog/top-2021-b2b-account-based-marketing-case-studies-abm" target="_blank" rel="noreferrer noopener">data-driven ABM approach</a> to work successfully, marketers and salespeople must work in tandem to target and engage accounts collaboratively and continuously rather than operating in sequence with a handoff.

Greater alignment and collaboration between the marketing and sales teams

Personalization is the cornerstone of any ABM strategy, and having the right content and messaging is critical to prove to your target accounts that you understand their needs and are a trusted partner. However, it is extremely time and resource-intensive to create content specific to each account, each persona, and their pain points in each stage of the buyer’s journey. This is why setting the right targets is key.

Targeted and personalized content

Once you have well-aligned marketing and sales teams and created personalized, targeted content, the last piece of the puzzle is having the right technology stack, which will enable marketers to engage target audiences at scale. Companies typically supplement their existing tech stack with one to three new technologies. They can also—if the budget allows—purchase an ABM tool to support ABM effectively.

The best ABM technology at your service

Here are six ways that ABM can transform your B2B experience: 

Even with these steps in mind, it’s important to always remember this: your ABM strategy should drive technology decisions, not the other way around. Focus on (and prioritize) the aspects of ABM that serve your business goals effectively.
ABM is a trend that you do not want to miss. It will allow for more targeted, differentiated marketing in the B2B space. At frog, we can help you craft your path towards ABM and any other <a href="https://www.frog.co/services">business goals</a> you may have. <a href="https://www.frog.co/contact">Reach out to us</a> to get started on your ABM journey.

Clément Lacroix

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Transforming Your B2B Experience with ABM

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