Why ABM-i Is The Next Wave For B2B Companies

whitePaper | February 1, 2023

Account-based marketing (ABM) is built upon the premise that not all accounts are created equal, meaning that some accounts should be prioritized and targeted based on their revenue-generating potential. In fact, a Forrester 2022 Total Economic Impact™ Study found that customers adopting ABM and using a platform purpose-built to provide an account-first context for all data and engagement efforts had a return-on-investment of 367 percent in three years and a payback period of less than six months.

whitePaper | January 6, 2023

Since the beginning of B2B marketing as we know it, marketers have struggled with the question of how to get in front of the right prospects at the precise moment they’re ready to buy. For decades, the only solution was to use firmographic data (company size, industry, geographic footprint, etc.) which unfortunately offered no insights into whether the target would be ready to buy today, next quarter, next year, or ever. Things improved somewhat when technographic data came on the scene. By finding out which tools, technologies, and applications a company used, marketers could gain deeper insights into what they buy, how they operate, and what they might be looking to do next.

whitePaper | July 20, 2023

Understanding the nuances of the tech sector is crucial for developing effective lead generation strategies that resonate with potential customers. Whether you are a startup looking to establish your presence or an established company seeking to expand your customer base, understanding your target customer—who they are and what they need to succeed—is fundamental to attracting and engaging leads that will fuel your business growth. But the work does not stop there. Once a buyer has been identified, how companies nurture and educate that prospect in their follow up is critical to converting them to customers.

whitePaper | January 5, 2023

The B2B buyer’s journey is growing increasingly complex. At the same time, marketing is getting a bigger seat at the executive table with record-high technology budgets that are expected to surpass those of CIOs this year. To top off this added complexity and growing accountability, buzzed-about advances in data analytics have stakeholders assuming marketing can seamlessly report on the evolving landscape in which they operate.

whitePaper | June 1, 2022

Waiting on hold to get help is inevitable. That being said, long wait times, being bounced around to multiple people, and inability to resolve issues contribute to overall poor experiences for customers and businesses. Time flies when we’re having fun, and it drags on when we’re bored. Sometimes it’s on our side, and other times it’s racing against us. 90-seconds can feel like an eternity when you’re sitting on the phone waiting for help, or answering automated voice prompts, or even waiting for a response from an agent on live chat agent.

whitePaper | March 3, 2023

Revenue Forecasting, Sales and Marketing, Intent DataOne of the most interesting aspects of Account-Based Marketing (ABM) is the interplay between continuity and change. Twenty years into the ABM journey, core principles from the very beginning have stood the test of time: leading with customer insight, full partnership with sales, tailoring and customizing customer connection, and focusing on the three R’s—Reputation, Relationships, and Revenue.