2017 State of Pipeline Marketing Report

| February 26, 2017

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Pipeline marketing, the methodology that focuses on impacting the entire funnel rather than just the top, is
being embraced by more B2B marketers and B2C marketers with sales teams than ever.

Spotlight

PPG Industries

We work every day to develop and deliver the paints, coatings and materials that our customers have trusted for more than 135 years. Through dedication and creativity, we solve our customers’ biggest challenges, collaborating closely to find the right path forward. With headquarters in Pittsburgh, we operate and innovate in more than 70 countries and reported net sales of $15.4 billion in 2018. We serve customers in construction, consumer products, industrial and transportation markets and aftermarkets.

OTHER ARTICLES

Account-Based Marketing during a pandemic COVID 19

Article | March 24, 2020

The viral outbreak of COVID-19 has caught most companies off guard and is not likely to let up any time soon. With global recommendations to self-isolate and avoid social gatherings, businesses all over the world begin to modify business protocols. This article will talk about how you can keep your account-based marketing running during a pandemic. You’ll get all the information you need to make an educated decision on how to lead your sales and marketing teams. This article will also highlight some modifiable tactics that can be used to help keep your ABM program running if employees have been forced to work from home, and so have your prospects in your target accounts.

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Account Based Marketing: 3 Ways an ABM Approach Pays Off

Article | March 24, 2020

While account-based marketing (ABM) is nothing new, B2B marketers now have more data and better tools than they had in the past to identify high value accounts, drive greater targeting and personalization of campaigns and attribute, and measure performance. An increasing number of marketers consider ABM a foundational component of their demand arsenal. In fact, according to Sirius Decisions, 92% of B2B marketers consider ABM “extremely” or “very” important to their marketing effort.

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What is Account Based Marketing and how does it help to generate B2B leads?

Article | March 24, 2020

Inbound marketing remains one of the most efficient digital marketing techniques available. But did you know that you can also perfectly combine the content that you create for your inbound strategy with a traditional outbound sales approach? Or can make it even more detailed for specific sectors? This technique is called Account Based Marketing, and we explain below what it is and how you can generate additional B2B leads with it.

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A 5 Step Journey to Launching an ABM Program

Article | March 24, 2020

While account-based marketing (ABM) has gained a lot of traction among B2B marketers, there isn’t much consensus in the industry around how to get started. We’re still seeing ABM strategies develop and mature, so the account-based playbook isn’t as clear or as widespread as the lead gen funnel was. That’s why in episode 2 of “Ask an ABM Expert”, Andrew Mahr, our Chief Customer Officer and host of the mini-series, tackles the five steps that we encourage practitioners to take when launching an ABM program. Andrew has helped launch thousands of successful ABM campaigns using this tried and true process, and today we’ll be diving into why each of these steps is foundational to fueling pipeline growth.

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Spotlight

PPG Industries

We work every day to develop and deliver the paints, coatings and materials that our customers have trusted for more than 135 years. Through dedication and creativity, we solve our customers’ biggest challenges, collaborating closely to find the right path forward. With headquarters in Pittsburgh, we operate and innovate in more than 70 countries and reported net sales of $15.4 billion in 2018. We serve customers in construction, consumer products, industrial and transportation markets and aftermarkets.

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