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)
Josh Bean — June 5, 2019 — June 5, 2019 After two months of conversations, demos, and meetings, you’ve just closed a large account for your company. The contract is signed and your new customer is excited about implementing your product/service. But now what? The new customer is happy for now and should be kept … Continue reading What is Account Management?
Brandon Redlinger — May 29, 2019 Follow @brandon_lee_09 — May 29, 2019 “Would you like to supersize that?” Those six words changed the way business grew revenue forever. What most don’t know is that McDonald’s wasn’t the first to implement this tactic. A man named David Wallerstein was trying to crack the code of getting … Continue reading How to Execute a World-Class Expansion Strategy with ABM
Create personas for each buyer tier and build content for them, but don’t forget to personalize your website for target accounts. Natasha Humphrey on March 29, 2019 Most B2B marketers are already executing, or are thinking about implementing, an Account Based Marketing strategy. Today, B2B marketing is not about generating a huge volume of leads, … Continue reading Content development tips for Account Based Marketing