From List-Based to Account-Based

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Many signed up for the ABM Consortium webinar recently: “The Case for ABM – Lessons from the Masters”. Several major companies in the ABM industries shared their thoughts and lessons learned. As the topic of Account-Based Marketing is increasingly popular the level of knowledge and usage of this is very different. Some have just started to embark on this journey and some have come quite far. Don’t miss the excellent Report from ABM Consortium presented earlier in which they benchmarked 500+ B2B companies and how far they have reached. A few things become clear for mature companies that are looking for high performing ABM: High performing mature Account-Based Marketing is exactly that; Account-Based. Some start with a List-Based approach (List-Based is where you target your prioritised accounts but you don’t blend content and ads uniquely per account. List-Based Marketing is still targeting a list so not Account-Based) but come to the conclusion that this is not enough. You may start with a List-Based approach but there are other parts of the sales funnel where ABM is really interesting and effective.

Spotlight

Hallam Internet

Hallam is a multi award-winning, strategic digital marketing agency for brands that want to thrive in the digital world. Agile and fast-moving, we use our strategic creativity and technical edge to transform our clients’ businesses and help them thrive in a digital world. We’re a trusted digital partner to the world’s biggest brands (The United Nations, Suzuki, Speedo), as well as some ambitious SMEs, and we deliver top quality services to national and international clients alike. As a full-service agency, we’re able to use our combined expertise in a range of digital marketing specialisms to create multi-layered campaigns and strategies, from SEO, PPC and web design to digital PR, social media and conversion rate optimisation.

OTHER ARTICLES

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Article | March 5, 2020

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Spotlight

Hallam Internet

Hallam is a multi award-winning, strategic digital marketing agency for brands that want to thrive in the digital world. Agile and fast-moving, we use our strategic creativity and technical edge to transform our clients’ businesses and help them thrive in a digital world. We’re a trusted digital partner to the world’s biggest brands (The United Nations, Suzuki, Speedo), as well as some ambitious SMEs, and we deliver top quality services to national and international clients alike. As a full-service agency, we’re able to use our combined expertise in a range of digital marketing specialisms to create multi-layered campaigns and strategies, from SEO, PPC and web design to digital PR, social media and conversion rate optimisation.

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