Wolfram van Wezel — January 3, 2020 With more and more companies implementing ABM and heralding their successes—everything from increased revenue and more significant deals to increased customer retention rates—it’s only natural to want to join the party. After all, according to ITSMA, 87% of B2B marketers report higher ROI using ABM strategies. That said, … Continue reading 7 Reasons Why ABM Fails and How to Avoid Them
Sixty-four percent plan to increase ABM staff next year, study finds. Amy Gesenhues on December 11, 2019 Account-based marketing tactics are set to account for a growing share of marketing budgets in 2020. Nearly three-quarters (73%) of marketers who are using account-based marketing (ABM) tactics plan to increase their ABM budgets in the coming year, … Continue reading 73% of marketers plan to increase ABM budgets in 2020
Joint customers will be able to integrate 6sense account insights with Drift’s personalized conversation capabilities for improve account-based marketing. Jennifer Cannon on November 22, 2019 Account-based orchestration platform 6sense announced a partnership with Drift to provide a new integration between 6sense’s Company Graph and Drift’s Intel feature. The connection will provide curated company-level website visitor … Continue reading 6sense and Drift partner to enhance ABM processes, help users identify high-value prospects
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”