WELCOME TO The ABM REPORT
Battle of the Generations: Demand Gen vs Lead Gen
Vanessa king | February 20, 2018
Our team of strategy, MarTech and campaign delivery experts create powerful Demand Generation Machines for B2B tech companies.
Article | February 25, 2020
We asked, you answered. We had the chance to hear from over 100 marketers across different company sizes, all pitching in their perspective on the marketing landscape as we take off into 2020. After 2019, we quickly learned that things can feel overwhelming endless channels, tactics, and tips flood our brains each day. With articles like, “The 51 Most Effective Marketing Channels For the Year,” it’s no wonder heads start spinning around all the ways you can get in front of prospects and customers. Before we ran just another inventory on all of the channels and tactics, we wanted to check in with marketers to see where their priorities lie and what skills their teams need to succeed. Before you jump to action, it’s key to reevaluate what you want to achieve and take a look at the marketers behind the scenes.
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.
Article | March 9, 2020
If your marketing team is still engaged in spray and pray marketing, consider these remarks from Sarah Mayer, Senior Marketing Ops Manger at MarcomCentral. What’s did Sarah Meyer and her team do differently? They started running intent driven marketing campaigns. Intent data points directly at what consumers want. It is behavior data that gives out signals on where prospective customers are in their buying journey. Harnessing intent data allows marketers to personalize their selling approach and messaging. In addition, intent data ensures ad spending is directed at targets with the highest likelihood of making a purchase. Without intent data, b2b marketing is all about guessing, and blindly targeting anyone who makes any sort of interaction with your brand, with generic marketing campaigns and ads that are likely to be ignored.
Article | March 20, 2020
Account-based marketing (ABM) has gained a firm foothold in the B2B marketing world. According to Information Technology Services Marketing Association, ABM is defined as “treating individual accounts as markets in their own right.” Basically, you as a marketer are taking personalization to an elevated level. Making the leap into ABM marketing is highly recommended to improve your marketing ROI, but without proper planning, finding success could become a struggle. The only way to reduce the potential risks associated with virtually any strategy is to develop a comprehensive game plan. Effective planning will result in increased buy-in from upper management, effective training and development, acquisition of the right ABM tools, the accurate collection of data, and ultimately a boost to your strategy success.
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