ABM: Account Based Marketing
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.
From funnel to flywheel
If you’re like most marketers, you could name the basic parts of the sales funnel in your sleep: Awareness, Interest, Evaluation, Decision,...
How to use data to power target account selection
According to SiriusDecisions, a full 91% of B2B teams that are doing account-based marketing (ABM) see larger deal sizes from their target...
How B2B ad campaigns can arm your sales team with more opportunities
Some B2B companies spend a lot of money on advertising that does not lead to a specific business outcome. Here are three ways to focus budgets...
Despite buzz, only one-third of B2B businesses are committed to an ABM strategy
A Dun & Bradstreet report shows that a majority of B2B companies aren't confident in the quality of the data they need to drive an ABM...
In-depth ABM: What it means to get inside of opportunity and why it’s important
The rise of account-based marketing has spurred a shift in how marketers think about accounts. How to develop this more nuanced and effective...
3 reasons why your leads are bad & how to evolve the way you deliver for sales
Contributor John Steinert argues that B2B marketers now have both the learning and the tools to move beyond leads to a more effective approach....
A blended ABM approach: Designing programs
Contributor Jessica Fewless reviews how a blended ABM approach using personalization, events and direct mail can benefit B2B...
The 4 V’s of B2B marketing: How a focus on velocity over volume can deliver richer returns
Contributor Sonjoy Ganguly explores ways B2B marketers can focus their marketing strategies toward achieving lead-generation volume, velocity,...
Marketing analytics platform CaliberMind launches ABM Converter
The new offering lets marketers convert their current platforms to account-based marketing, at what CaliberMind says is a fraction of the time...
7 top questions to ask your Account-Based Marketing technology vendor
The ABM world has never been more exciting. Columnist Peter Isaacson walks through the key questions you should be asking when evaluating...
Report: Majority of companies fear 3rd-party vendors make them vulnerable to GDPR legal risks
Only 32 percent of companies say they are fully GDPR-compliant, according to the Demandbase/Demand Metric...
Account-based marketing is no fad: How and why CMOs should commit
Contributor Joe Hyland explains how the benefits of an ABM approach can go well beyond external marketing....
The benefits of balancing ABM with other marketing strategies
Sure, account-based marketing is great, says contributor Patricia Hursh, but it won't drive website traffic or increase brand awareness...
Struggling with ABM? 7 practical ways to create value now
Getting started with ABM isn't as difficult as it seems. Contributor John Steinert lists ways you can jump-start the transition from traditional...
How focusing on brand value creates revenue growth
Marketers often find themselves torn between meeting short-term sales goals and fostering long-term value. Contributor Scott Vaughan explains...
How to create, operationalize and maintain a target account list
The target account list forms the foundation of Account-Based Marketing. Contributor Peter Isaacson explains different approaches and ideas you...
How mid-size companies can adopt the enterprise mindset to win accounts
How can you step up your marketing efforts and punch well above your weight class? Contributor Sonjoy Ganguly says it's all in the strategic...
Influ2 launches what it calls the first person-based marketing B2B ad platform
The company says account-based management is not an effective or efficient way to engage with enterprise-level B2B influencers. ...
6 ways ABM turns classical lead scoring on its head
Don’t be afraid to break the “rules” to drive the results you need, argues contributor John Steinert....
Here’s why Radius and Leadspace decided to combine
The two firms, best known for their predictive lead scoring, are now merged under the Radius brand in order to offer scale, global reach and...
