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
Category Archives: Account Management
Is Revenue Operations the Secret to Account-Based Success Right Now?
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?
5 Reasons to Consider Account-Based Selling
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
No High-Level Fluff: 7 Steps to Build the Best Target Account Model
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
How to Use Account-Based Marketing to Drive Revenue (+ Examples & Softwares)
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)
7 Reasons Why ABM Fails and How to Avoid Them
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
73% of marketers plan to increase ABM budgets in 2020
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
6sense and Drift partner to enhance ABM processes, help users identify high-value prospects
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
How Will the Next Generation of Email Influence ABM?
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?
6 Ways to Supercharge Your ABM With Intent Data
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