Baillie Ward — November 6, 2019 I love email. I mean, really. One of my favorite parts of my morning routine is when I grab my first cup of coffee and start clicking through my emails – even the ones in the notorious Promotions tab. Are most of them useless? Sure. But for every 15 … Continue reading How Will the Next Generation of Email Influence ABM?
Kate Athmer — October 15, 2019 According to a recent report from TOPO, more than 80% of B2B organizations are operating account-based marketing (ABM) programs. It’s clear ABM is no longer a buzzword, but central to the success of B2B marketing engines. And a major key to ABM success is knowing which accounts you should … Continue reading 6 Ways to Supercharge Your ABM With Intent Data
Veronica Green-Gott — October 10, 2019 ABM, or account-based marketing, is an extremely useful tool for IT consultants. If inbound marketing is represented by a magnet, sucking in leads through content, ABM is more like ax-throwing. You identify a target, throw your ax, hit the bullseye, and land a sale. While they both rely on … Continue reading How to Coordinate an ABM Campaign for IT Consultants
Account-based strategies and know-how have moved from nice-to-have to critical skills for B2B professionals. Scott Vaughan on August 19, 2019 Account-based Marketing is one of the most discussed strategies in conferences rooms and at conferences. Sales and marketing research and advisory firm TOPO released a report to the B2B community last quarter that stated emphatically: … Continue reading ABM goes mainstream: What have we learned and what’s next?
Jess Burns — August 12, 2019 — August 12, 2019 Embracing account-based marketing means focusing less on the traditional marketer’s favorite key metric—leads. While lead gen has a place in ABM, your goal is to shift away from stuffing the top of the funnel to focusing only on those accounts that have a high chance … Continue reading The 5 Most Critical Metrics for Account-Based Marketing
It’s time to think seriously about proactively adding prospective personas and then updating these with real people you’re interacting with. John Steinert on July 24, 2019 In an article from a couple of years ago, Hasse Jansen curated 33 statistics on why your marketing organization should employ buyer personas to drive better demand gen results. … Continue reading 5 ways to grow ABM performance by moving beyond your basic persona framework
Dave Brock — June 27, 2019 Follow @davidabrock — June 27, 2019 I’ve never been comfortable about the hunter/farmer notions around selling. I’ve always maintained every sales person is a hunter. If you aren’t, you don’t belong in sales. We tend to think of farmers as the account managers, those who think their job is … Continue reading Our ABM “Hunting License”
Torrey Dye — June 21, 2019 — June 21, 2019 How do you decide which accounts you should pursue right now, and which can rest for a couple of quarters? What’s the most efficient way to structure your ABM programs so you can maximize results without leaving money on the table? Whether you run your … Continue reading How to Segment & Tier Target Accounts for Your Active ABM Programs
Wolfram van Wezel — June 13, 2019 — June 13, 2019 Account Based Marketing is a go-to-market strategy that coordinates personalized marketing and sales efforts to land and expand target accounts. An array of technology solutions now empower companies to use this methodology to increase reveue. These include customer relationship management, marketing automation, web analytics, … Continue reading The Secret to ABM: Balancing Technology with the Human Touch
Get started with ABM in phases: launch a pilot then optimize your target account list before pushing your entire marketing team on the ABM machine. Jessica Fewless on June 5, 2019 Account-Based Marketing is an incredibly efficient and effective strategy that is driving substantially greater return on investment for B2B marketers – if it’s done … Continue reading 10 steps to ABM success (hint: it’s not complicated)