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.
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...
ABM is a team sport: 5 steps to ensuring players work together
Contributor Peter Isaacson outlines concrete steps marketing leaders should take to ensure their Account-Based Marketing initiatives achieve...
There is no ‘I’ in successful ABM
Contributor John Steinert explains how alignment across an end-to-end process helps sustain and scale your...
EverString focuses on data accuracy with its new Data Platform
The predictive analytics firm is claiming accuracy rates for its business data of more than twice the standard rate using its new...
‘Marketing doesn’t drive revenue, sales does’ (and other myths)
Gone are the days when sales took all the glory after closing a deal. Columnist Sonjoy Ganguly believes marketing and sales need to work...
What are you putting on the front burner? B2B marketing predictions and recommendations for 2018
To help B2B marketers prepare for what the future holds, columnist John Steinert lays out three trends you should keep top of mind in the coming...
Madison Logic becomes bidirectional with marketing automation by integrating with Marketo
The move follows Madison Logic’s recent integration with Salesforce’s...
Terminus buys BrightFunnel, adding multichannel analytics to its ABM-targeted ad campaigns
The purchase is one step in Terminus’s plan to expand beyond display...
2017: The year in B2B marketing innovation
As we close in on the new year, columnist Peter Isaacson takes a look back at the trends that shaped B2B marketing and anticipates how they'll...
Getting to know your B2B tech buyer
Columnist Josh Aberant explains why marketing shorthand and personas are only a first step in building lasting B2B...
‘Always On’ is at the heart of every ABM strategy — here’s why
For some it won't be an easy transition, but contributor Sonjay Ganguly says the days of campaign-based marketing are...
The next wave of ABM: A blended approach (Part 1)
Contributors Jessica Fewless and Rob Leavitt outline three common approaches to Account-Based Marketing and discuss the advantages of moving to...
5 B2B marketing non-predictions for 2018
For a change of pace, contributor Peter Isaacson tells us what not to expect in the coming year in marketing....
Call to B2B marketers: Job titles matter more than you think
While ABM can help you target the key decision makers in your accounts, job titles aren’t always what they seem. Columnist Sonjoy Ganguly...
