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ABM: Account Based Marketing

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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.

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...

Jennifer Cannon | Nov 22, 2019 at 8:05 am ET

B2B marketers look to match B2C in level of customer experience

Study says B2B marketers need to prioritize data governance to improve...

Jennifer Cannon | Oct 21, 2019 at 2:25 pm ET

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...

John Steinert | Sep 26, 2019 at 8:05 am ET

 

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....

Scott Vaughan | Aug 19, 2019 at 8:05 am ET

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...

John Steinert | Jul 24, 2019 at 12:38 pm ET

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...

Jessica Fewless | Jun 5, 2019 at 1:09 pm ET

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...

Jennifer Cannon | May 20, 2019 at 11:33 am ET

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...

Jennifer Cannon | May 16, 2019 at 10:43 am ET

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...

Jennifer Cannon | May 8, 2019 at 2:26 pm ET

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...

Jennifer Cannon | May 6, 2019 at 9:00 am ET

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...

John Steinert | Apr 8, 2019 at 8:00 am ET

Making the leap from automatic….to intelligent marketing automation

Marketing automation has become the lynchpin of successful marketing campaign management, yet many brands struggle to fully maximize their...

Sponsored Content: IBM Watson Marketing | Mar 12, 2019 at 7:30 am ET

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....

John Steinert | Jan 11, 2019 at 11:57 am ET

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...

Cara Caruso | Jan 9, 2019 at 8:00 am ET

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...

Barry Levine | Jan 8, 2019 at 4:56 pm ET

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...

Sponsored Content: Terminus | Jan 4, 2019 at 7:30 am ET

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...

Sponsored Content: Terminus | Dec 17, 2018 at 7:30 am ET

Using intent data for B2B pipeline acceleration

Here are 5 ways to turn ABM into a 'cosmic slingshot' for...

John Steinert | Dec 12, 2018 at 8:00 am ET

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...

Barry Levine | Dec 3, 2018 at 6:11 pm ET

How to make a blended ABM approach a reality

Here are some practical tips to help marketers confidently transition to the right blended ABM...

Jessica Fewless | Nov 30, 2018 at 7:40 am ET
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