WELCOME TO The ABM REPORT
New study finds a major gap in content marketing understanding as budgets soar
| April 13, 2017
Aressy is the first independent French agency dedicated to 100% BtoB Corporate & Business to Business BtoB communication. Aressy offers a new reading of BtoB: Brand & Business.
Article | April 13, 2020
Account-based marketing (ABM) is becoming more popular as companies begin to realize that traditional funnel marketing does not produce the same results it used to in the B2B space. ABM gives the ability to personalize sales and marketing outreach on the account level, and technology helps us do it at scale. In this article, we uncover the best tactics you can implement in your ABM strategy to personalize your outreach for marketing, sales & service.
Article | February 17, 2020
The B2B sales cycle can be a long journey with many twists and turns in the road. For example, when you’re selling a complex service or piece of software that’s going to impact multiple processes within a business, you need to be patient and attentive in your lead nurturing process. However, here I want to talk about one powerful approach to give your lead nurturing strategy extra fuel and encourage a faster conversion. This is focused on Account-based Marketing (ABM), an approach that has become increasingly popular within B2B organizations over recent years. In his Smart Insights article, Adrian O’Gara defines ABM as: “a strategic approach that coordinates personalized sales and marketing efforts, to target specific accounts for new business and create deeper and broader relationships with existing customers.” Essentially, ABM creates “markets of one” based on specific accounts, allowing you to make your marketing efforts highly specific and personal.
Article | March 3, 2020
A recurring theme in our Breakthrough CMO Breakfast series with 6sense has been the move away from lead capture (which we could argue is a vanity metric for complex B2B sales cycles) and towards prioritizing prospect engagement and experiences.
Especially when you’re managing a complex and long sales cycle, let’s not pretend that the white paper download generated the seven-figure deal. Let’s not pretend that the badge scan at a trade show six years ago “drove the opportunity.”
So if we’re moving away from leads and towards experiences as the coin of the realm for B2B marketers, the value of attribution weakens as well.q
Article | April 7, 2020
Before we launch into account-based marketing (ABM), let’s talk “data” for a moment. Companies get inundated with data on the daily basis. There is firmographic data, account data, technographic data, intent data, predictive data… hot data, small data, cold data, tall data. Okay, so I took it a little too far, but you feel me, right? All of those complex, undefined batches of information that your sales and marketing teams struggle to make actionable are living in your Customer Relationship Management (CRM), waiting to be deciphered and transformed into data-driven insights.
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