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.
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...
All the ABM metrics to measure for your quarterly reporting
You know the drill. The end of the quarter rolls around, so you dust off your go-to spreadsheets and dashboards. It’s once again time to...
Using intent data for B2B pipeline acceleration
Here are 5 ways to turn ABM into a 'cosmic slingshot' for...
Bombora platform tracks the online content that gets people to buy
The new historical tool complements the company’s existing Surge product, which uses online content interests to predict when companies are...
How to make a blended ABM approach a reality
Here are some practical tips to help marketers confidently transition to the right blended ABM...
5 predictions for B2B marketing in 2019
Connected data will be king and ABM will take over as a core platform but the tired old persona-based advertising will die in the coming...
Build a strategy to grow your ABM program for 2019
Time to revisit your target account list and explore new channels to tighten alignment between sales and...
Planning for 2019: Can’t-fail ingredients for tastier ABM
Before adopting any solution for ABM, the data should be easy to understand, implement and highly...
3 signs it’s time to make the switch to account-based analytics
If someone asked how you track your marketing efforts, how would you respond? Chances are, your answer would sound like a game of martech...
Better together — Using attribution approaches for understanding, not for credit
Don't get locked into attribution concepts that hurt, rather than help, your efforts to achieve business goals....
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...