Howard J. Sewell September 25, 2020 Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size. However, … Continue reading 4 Ways to Measure ABM Success
Shea Castle June 26, 2020 Intro When it comes to measuring ABM, it can be hard to know where to start. Within a traditional lead-based model, it’s easy to understand leads created, conversion rates, opportunities opened, pipeline, closed won revenue, etc. But within ABM, since you’re already focused on the accounts that matter, some of … Continue reading ABM KPIs for Your Leadership Team
Micah Lally — April 23, 2020 You’ve probably heard all about how important it is to build relationships with your customers. How it’s critical that you put your customers first. But how exactly do you make that work in your company’s benefit? And what should you do to make customers a sustainable resource for your … Continue reading Strategic Account Management: What It Is and How to Do It Well
Catherine Kervick — April 22, 2020 Empathy is an emotion that many marketers invoke when they are developing their positioning and messaging for various campaigns. They consider questions such as: “If I put myself in the buyers’ shoes, what do I think they think or feel about this particular pain point?” “Do I understand the … Continue reading Adjusting ABM Strategies During COVID-19
Megan Heuer — April 8, 2020 We’re hearing that a number of companies are shifting investments from cancelled events into account-based efforts. Great news! Of course, we’re biased when it comes to all things account-based here at Engagio, but that’s because we know it works. The challenge now is to get those programs up and … Continue reading Is Revenue Operations the Secret to Account-Based Success Right Now?
Sabrina Ferraioli — April 1, 2020 What if you could stop chasing leads and focus on selling only to your best, most viable opportunities? It’s possible when you integrate account-based strategies into your marketing and sales efforts. Account-based selling (ABS) could potentially shorten your sales cycles, increase deal size and even boost your customer retention … Continue reading 5 Reasons to Consider Account-Based Selling
Tom Keefe — February 26, 2020 Selecting target accounts can be stressful. You worked hard to build trust across your Sales team, and now comes a project that could ruin that hard-won trust if you don’t execute it perfectly. Guess what? It is not (and never will be) perfect. This activity can’t be done in … Continue reading No High-Level Fluff: 7 Steps to Build the Best Target Account Model
Jeff Previte — February 1, 2020 Marketing is responsible for lead generation, but casting a wide net for attracting visitors you want to convert can hurt lead quality. Many companies are getting more targeted in creating content to capture leads, applying an account-based marketing approach. What Is Account-Based Marketing (ABM)? The main difference account-based marketing … Continue reading How to Use Account-Based Marketing to Drive Revenue (+ Examples & Softwares)
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
