ABM: Account Based Marketing
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What is ABM or account based marketing?
ABM is the practice of identifying key accounts and/or high value prospects with coordinated marketing programs. Marketing technology enables account-based marketing by allowing sales and marketing teams to effectively scale efforts and communicate targeted messages to similar accounts.
How to approach your B2B marketing like an NFL quarterback
You need to have your eye on the whole field -- the big picture -- to successfully capture and nurture B2B leads, argues contributor Sonjoy...
Data sets and common sense: The cure for ABM overload
Columnist Erik Matlick says it's time to focus on the data that's driving ABM and promote collaboration between sales and marketing to drive...
Calling all B2B sellers and marketers: Business as usual is holding you back
Are you clinging to outdated marketing approaches and technologies? Columnist Sonjoy Ganguly says it's time to shake things up and unlock ABM's...
4 reasons the Demand Unit Waterfall is perfect for ABM
Columnist Peter Isaacson takes a close look at SiriusDecisions' revised framework and explains why it's a huge leap forward for Account-Based...
AdRoll launches ABM capabilities for personalized programmatic ad campaigns
The account-based marketing solution integrates with CRM and marketing automation platforms to target key accounts with...
The future of B2B marketing: ABM and AI
Columnist Peter Isaacson believes Account-Based Marketing and artificial intelligence hold big promise for bringing B2B marketers closer to...
Is ABM really a better mousetrap?
Account-based marketing (ABM) is being positioned as the next great breakthrough, but can it actually help your business? Columnist John...
Step up your advanced Account-Based Marketing strategies with LinkedIn Ads
On the heels of LinkedIn officially rolling out its Matched Audiences program, columnist AJ Wilcox explains how you can take advantage of the...
Marketo acquires sales engagement tool ToutApp
The acquisition overlaps with some of Marketo’s capabilities but signals a greater effort to bring sales and marketing departments...
What is customer marketing?
B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using...
B2B marketing tips for an effective account-based marketing (ABM) strategy
What is account-based marketing, and should you adopt it? Columnist Kristie Colby suggests how to implement ABM within your organization and how...
From viewable to verified: Here comes the next phase of audience-based buying
Viewability has become the standard within the display advertising industry, so what's next? Contributor Erik Matlick discusses how audience...
How to hack your CRM for ABM, switching from leads to contacts and accounts
This article is a guest post by Lauren Frye of Bizible. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like...
Kiss your personas goodbye (and say hello, AI)!
Your buyer personas are about to become as out-of-date as an Altair 8800. Contributor and AI marketing guru Venkat Nagaswamy explains why...
How martech has made ABM-at-scale possible
Account-based marketing uses spears instead of marketing’s traditional wide nets to get new customers, and now tech is enabling armies of...
How data and technology will affect your marketing in 2017
Columnist Victoria Godfrey shares four trends she's watching for 2017 -- and some steps you can take to stay ahead of the...
From retention to adaptive analytics, here’s your 2017 marketing preview
Full-brain marketing and a sales/marketing convergence are some of the trends you can expect to see in 2017, according to contributor Chandar...
2017 predictions: Why artificial intelligence will blow account-based marketing out of the water
Account-based marketing (ABM) has become a staple in B2B marketing today, and columnist Peter Isaacson believes that artificial intelligence...
The resurgence of brand marketing in a demand generation world
Demand marketing is big in the B2B world right now, but columnist Scott Vaughan believes brand marketing must be core to your marketing effort...
Quiz: Are you ready to adopt Account-Based Marketing?
Test your knowledge of Account-Based Marketing with this quiz contributed by Victoria Godfrey....
