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