Account Based Marketing 101: How to Get Started & Succeed

| May 12, 2018

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ABM is hot, but there's a lot of noise right now. How do you break through to really understand what ABM is all about, and get started.

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Tiny Unicorn Marketing

Tiny Unicorn is a small, agile, Portland-based marketing consultancy specializing in marketing operations and demand generation for the technology industry. Our services run the gamut, including marketing automation optimization (Marketo, Hubspot, Pardot), account-based marketing strategy & execution, demand generation program strategy & execution, marketing reporting & analytics, sales enablement, and content marketing. We act as an extension to your marketing team's current capabilities – even the smallest projects can have huge impact.

OTHER ARTICLES

3 innovative tools for securing ABM success

Article | March 25, 2020

Account-based marketing (ABM) is a popular and effective approach to B2B sales, marketing and lead generation. Businesses identify a number of key accounts they want to work with, and reach out to them as markets-of-one. This gives marketers and sales teams the chance to work towards common goals, execute a highly-personalized approach, and reach out to dream prospects and ideal clients. According to ITSMA, 85% of marketers said ABM outperformed other marketing investments. And, Sirius Decisions discovered that as many as 91% of those with an ABM program in place said they were either ‘tightly’ or ‘moderately’ aligned with sales. So, how can powerful B2B technology help support your ABM strategy?

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How To Determine If Account-Based Marketing Is Right For You

Article | March 25, 2020

Account-based marketing is a topic on the rise of popularity due to the evolution of digital content, which has led to changes in business to business (B2B) sales. With the rise of digital content, buyers are more well informed than ever, and the number of stakeholders involved in the decision process has increased. This in turn, has resulted in longer sales cycles and has left customers in full control with the ability to research and identify profitable decisions before they are made. This means that one’s approach must be much more personalized and highly relevant in order to cut through the online noise and get through to key decision-makers. This has led many companies to adopt new ways of reaching their audience, and this strategy is being referred to as “Account-Based Marketing”.

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3 inspirational ideas for ABM direct mail

Article | March 25, 2020

I’m not here to extol the benefits of direct mail. That’s trodden ground. No, I’m on a bigger mission: to prevent B2B marketers from being ignored. And today I’m focusing on direct mail because it’s a particularly expensive place to be ignored. Luckily, a separate trend is changing the way marketers think about direct mail. The recent popularity of account-based marketing (ABM) principles has cleared a path for more creative direct mail. How? Targeting a smaller, more tailored audience means that marketers can focus more energy on delivering an amazing experience versus a narrow focus on economy and scale. But what constitutes a great customer experience when it comes to direct mail?

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Account-Based Marketing Is a B2B Strategy, Not a Tool

Article | March 25, 2020

Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key player in the account-based marketing (ABM) space. Clients include top brands like 3M, WP Engine, Glassdoor, and Dun & Bradstreet. I spoke with Sangram Vajre, one of Terminus’ three co-founders, to learn more about the platform and how an ABM approach is effective at reaching B2B buyers in a cluttered MarTech environment.

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Spotlight

Tiny Unicorn Marketing

Tiny Unicorn is a small, agile, Portland-based marketing consultancy specializing in marketing operations and demand generation for the technology industry. Our services run the gamut, including marketing automation optimization (Marketo, Hubspot, Pardot), account-based marketing strategy & execution, demand generation program strategy & execution, marketing reporting & analytics, sales enablement, and content marketing. We act as an extension to your marketing team's current capabilities – even the smallest projects can have huge impact.

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