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 major deals and integrations that shaped technology for marketers in 2019
The marketing technology industry had a busy year, with nearly 250 mergers and acquisitions in the first six months...
Marketo publishes winter release notes, plans for better integration capabilities in 2020
Components including the Microsoft Dynamics and LinkedIn integrations will be updated to improve data...
Using contact-level intent monitoring to close 3 critical performance gaps in ABM
As we head into 2020, we will see important improvements in demand visibility with sources we've all been...
73% of marketers plan to increase ABM budgets in 2020
Sixty-four percent plan to increase ABM staff next year, study...
6sense and Drift partner to enhance ABM processes, help users identify high-value prospects
Joint customers will be able to integrate 6sense account insights with Drift's personalized conversation capabilities for improve account-based...
B2B marketers look to match B2C in level of customer experience
Study says B2B marketers need to prioritize data governance to improve...
Once you’ve defined your ideal customer, it’s buyer activity that matters most
By shaping actions around the activity in the market, we are better able to optimize resource allocations, deliver improved customer experiences...
ABM goes mainstream: What have we learned and what’s next?
Account-based strategies and know-how have moved from nice-to-have to critical skills for B2B professionals....
Improve ABM performance by moving beyond your basic persona frameworks
It's time to think seriously about proactively adding prospective personas and then updating these with real people you're interacting...
10 steps to ABM success (hint: it’s not complicated)
Get started with ABM in phases: launch a pilot then optimize your target account list before pushing your entire marketing team on the ABM...
Salesforce’s Pardot went down for 15 hours, exposing data in the cloud
The outage affected Pardot users and certain Marketing Cloud customers, bringing down marketing and sales teams across North America and...
Could machine learning solve attribution challenges?
Maybe not, but your team still needs to be able to confidently track ROI and communicate value to your organizational...
Adobe is touting a future where experience reigns and B2E is all you need
As digital marketers, we make tons of decisions every day. We carefully identify targets to develop segments. We match products to prospects and...
Salesforce announces Pardot Business Units for enterprise marketers
Salesforce is launching Pardot Business Units, a new feature for digital marketers looking to segment audiences across different areas of an...
Stop playing ‘Pin the Tail on the Donkey’ with your marketing efforts
It's time to take off the blindfold and put energy into engaging the actual needs of your accounts. Here are four pragmatic steps toward...
Making the leap from automatic….to intelligent marketing automation
Why AI is a ‘must-have’ for marketing campaign...
Here’s why you should get into the ABM game
Don’t be put off by perceptions of complexity, laying fresh tracks is less about succeeding initially and more about just doing it....
ABM is maturing, here are some tools to help build successful campaigns in 2019
Top ABM tools have different platforms with their own focus in core competencies. Review these four areas before making your...
The coming battle between ABM and marketing automation tools
Gartner VP/analyst Todd Berkowitz talks about the evolution of Account-Based Management and what it might mean for...
3 things sales leaders should know about ABM measurement
As a sales leader, you might think account-based marketing (ABM) isn’t for you. After all, it has the word marketing in the name. But the...