Apigee uses ABM to target the right account at the right time along the buyer journey

| November 29, 2016

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Reet Mand, VP of Demand Generation shares the company’s journey in ABM with several wins along the way including: - Strong sales and marketing alignment - Delivering the right experiences at the right time  - Clarity in website activity by target accounts - Focused segmentation to nurture prospects at different phases.

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ExchangeWire

ExchangeWire provides global data and insight on Marketing Technology, Advertising Technology and Programmatic Advertising Delving deep into the business of MarTech, Ad Tech and Programmatic advertising, ExchangeWire offers daily news and actionable market intelligence on emerging models and technology - as well as industry data and specific regional focus.

OTHER ARTICLES

What's on the Radar of Marketing Leaders Today?

Article | May 24, 2021

The pandemic has catalyzed an en-masse move to hybrid workforce models across industries and functions, including marketing teams. Add to this the broad changes in consumer behavior and market expectations resulting from the disruption of the last 15 months. How has all of this change impacted marketing priorities? While DX has been a priority for a while now, what’s changed is the race to connect customer experience (CX) to the DX initiative. Over the last year digital engagement has been at times the only way to find, get and keep customers. Starting with overhauling virtual shopfronts — aka brand websites — to investing in more advanced data-driven marketing decisioning engines, making CX central to the digital strategy has become primary.

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3 inspirational ideas for ABM direct mail

Article | April 3, 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 19, 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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Three Tips for Marketo Account-Based Marketing

Article | March 13, 2020

Account-based marketing has been a growing trend for today’s B2B marketing professionals. By aligning both sales and marketing teams with the same goals and objectives, we see our tech stacks evolve for better execution. Marketo has account-based marketing functionality, giving marketers and sales teams alike the capability of running successful account-based marketing campaigns. When getting started, there are three core areas you should focus on setting up: target named accounts, engagement campaigns, and results measurement.

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Spotlight

ExchangeWire

ExchangeWire provides global data and insight on Marketing Technology, Advertising Technology and Programmatic Advertising Delving deep into the business of MarTech, Ad Tech and Programmatic advertising, ExchangeWire offers daily news and actionable market intelligence on emerging models and technology - as well as industry data and specific regional focus.

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