WELCOME TO The ABM REPORT
Retro Yet Revolutionary: Demystifying Account-Based Marketing
| October 12, 2017
CMD is a full-service creative agency that is always hunting for better. We are wayfinders and storytellers, united by one vision: Bring great ideas to light.
Article | March 31, 2020
We’re hearing that a number of companies are shifting investments from canceled events into account-based efforts. Great news! Of course, we’re biased when it comes to all things account-based here at Engagio, but that’s because we know it works. The challenge now is to get those programs up and running both well and quickly. How can you make that happen and speed time to results? Two words: Revenue Operations. There’s a reason so many people signed up for the recent OpsStars event hosted by LeanData and co-sponsored by Engagio. RevOps is a movement in B2B whose time has definitely come.
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 2, 2020
For instance, if you’re a small business with limited time and marketing resources (read: people and cash), it may not be feasible to target specific accounts. But for those businesses with the manpower and money required to implement ABM successfully, it has the potential to yield incredible results. Account-based marketing helps to fully align sales and marketing efforts, accelerate the sales process for your most valuable opportunities, and generate a significant return on investment from your marketing campaigns. But what does a good ABM strategy look like, and what’s involved in the build and delivery?
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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