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.
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...
Scott Brinker unveils his most populous Marketing Technology Landscape yet
At this rate, we’re soon going to need microscopes to keep up with the evolution of the martech...
Content nurturing for ABM: Moving from theory to practice
It's easy to talk about using content to move prospects through the purchase funnel. Contributor Sonjoy Ganguly explains how to turn talk into...
Here’s why 6sense bought ZenIQ
Both firms help marketers find and manage leads and accounts, but each firm offers some capabilities the other...
How data-driven display can now supercharge laser-focused demand gen
Contributor John Steinert explains how high-quality purchase intent data is making real integration effective and...
Why marketers finally stopped talking about ABM (and started practicing it)
Contributor Peter Isaacson explores the trends driving marketers to turn their attention to the nuts and bolts of implementing account-based...
CMOs: Look to musicians for advice on a martech stack that performs
Contributor Scott Vaughan returns from Nashville reflecting on what marketers can learn from the original 'stack' users....
Mastering nurturing in an always-on world
Contributor Sonjoy Ganguly explains how to win today’s B2B decision-maker by knowing exactly how to use one key...
