A Peek Behind the ABM Curtain

| February 7, 2017

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An ABM Interview with Niraj Deo, Sr. Director, Product Management, Oracle Data Cloud—B2B Products

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Carnegie Agency

Carnegie Marketing is a full service digital marketing agency, serving small to medium-size businesses with a specialty in Financial Services, FinTech, Not for Profit and Business Service industries. Our team's expertise spans over 120 years providing practical, appropriate marketing solutions for companies across an array of industries. Our client engagement model delivers the optimal solutions with specific plans, follow up and metrics to remove the guess work for determining success.

OTHER ARTICLES

How to Use LinkedIn Targeting for ABM Programs

Article | March 5, 2020

Though the term was officially coined in 2004, “In its purest form, account-based marketing has been around forever,” says Matt Heinz, attributing the heightened interest in ABM to advances in tools and technology that make it easier to execute. Backing the assertion that ABM is now easier for B2B companies to execute, an ITSMA survey showed that 84% of businesses using ABM said the strategy offered a higher ROI than other marketing campaigns. In another study from SiriusDecisions, 92% of B2B marketers said ABM was extremely important to their overall marketing efforts. Clearly, ABM is here to stay.

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How to Reach the Right Decision-Makers With Your Account-Based Marketing Strategy

Article | April 10, 2020

As COVID-19 became increasingly widespread in the U.S. last month, Senior Account-Based Marketing Manager Kristin Kolb had to quickly shift her department’s planned Q1 pilot. Originally, it had involved direct mail that the Matillion team was going to send to target audiences in their office. Kolb said they decided on an alternative digital approach, upping the ante with personalization efforts. “You don’t need the latest and greatest technology or idea to create a hypothesis and run a small test to see if it works,” Kolb said. Billtrust’s Director of Revenue Marketing Deirdre Mills also champions personalization. While she believes that ABM is more of an art than a science, she ties relevant prospect information into program data, keeping company initiatives in mind.

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How the right content wins in account-based marketing

Article | April 20, 2020

Account-based marketing (ABM) has been around for long enough now that most companies have either rolled out strategies or are actively exploring their options. Looking at the ABM adoption model produced by the ITSMA, an industry association for technology-based marketing and services, many companies are in the experimentation stage and looking to further refine their initial pilot programs. As you begin to experiment and expand your ABM programs, there are many complexities that you can introduce like content personalization, website personalization, scaling accounts and channels, and additional technology and automation, to name a few.

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3 Reasons Why ABM is a Smart Strategy for Demand Generation Managers

Article | February 27, 2020

Building brand awareness is often easier said than done. This is especially true in B2B marketing, where purchases are high-consideration and customer relationships are long-term. A mix of different strategies and tactics is needed to connect with audiences, increase traffic and pipeline, and create conversation at scale. One of these strategies is account-based marketing (ABM), which can help demand generation managers lead their teams to build profitable relationships with high-value accounts.

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Spotlight

Carnegie Agency

Carnegie Marketing is a full service digital marketing agency, serving small to medium-size businesses with a specialty in Financial Services, FinTech, Not for Profit and Business Service industries. Our team's expertise spans over 120 years providing practical, appropriate marketing solutions for companies across an array of industries. Our client engagement model delivers the optimal solutions with specific plans, follow up and metrics to remove the guess work for determining success.

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