The Definition of Account Based Marketing

Jon miller | August 2, 2016

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As Account Based Marketing gains traction, a lot of definitions are starting to emerge. Here’s a quick recap of some of the definitions out there.

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IDG Poland SA

IDG (International Data Group) connects the world of tech buyers with insights, intent and engagement. We believe technology exists to make the world a better place. It shortens distances, increases knowledge and drives change. But technology alone serves no one. It lacks purpose. It lacks heart. It is computing power without brain power, a half-measure that falls short of its potential. At IDG, we bridge art and science, design and technology, capturing the energy that is released when these worlds are combined. It starts with our people and our rich history of technology media leadership. Today, IDG is the world’s leading technology media, data and marketing services company. We are the new model of a modern media company, with a data-driven approach and marketing services that accelerate purchasing and deepen engagement. We use our data and experience to see what others can’t. We build meaningful relationships to put those insights to work for the all-powerful, the up-and-comers and

OTHER ARTICLES

How to Reach the Right Decision-Makers With Your Account-Based Marketing Strategy

Article | April 10, 2020

As COVID-19 became increasingly widespread in the U.S. last month, Senior Account-Based Marketing Manager Kristin Kolb had to quickly shift her department’s planned Q1 pilot. Originally, it had involved direct mail that the Matillion team was going to send to target audiences in their office. Kolb said they decided on an alternative digital approach, upping the ante with personalization efforts. “You don’t need the latest and greatest technology or idea to create a hypothesis and run a small test to see if it works,” Kolb said. Billtrust’s Director of Revenue Marketing Deirdre Mills also champions personalization. While she believes that ABM is more of an art than a science, she ties relevant prospect information into program data, keeping company initiatives in mind.

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Personalizing Account-Based Marketing: 7 Tactics

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.

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The decline of attribution and rise of intent: Measuring marketing’s value in a complex sale

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

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How To Optimize ABM With Influencer Marketing

Article | February 17, 2020

According to a new study from ITSMA / ABM Leadership Alliance, 73% of B2B marketers plan to increase ABM budgets in 2020 and 71% saw greater ROI within their ABM efforts compared to their traditional marketing initiatives. There is momentum behind ABM in the B2B marketing world and yet there is still opportunity optimize for effectiveness. Research from Demand Gen Report tells us that 95% of marketers prefer credible content from industry influencers (a 30% YoY increase) and most ABM playbooks include no mention of influencer integration at all. Are B2B brands’ ABM programs leaving performance gains on the table by not considering the impact that influence plays on their target accounts? How can ambitious marketers optimize the performance of their account-based-marketing (ABM) programs? To answer that question, we invite you to join TopRank® Marketing chief executive and co-founder Lee Odden as he explores how influencer marketing can drives optimization of ABM performance, as he presents at the B2B Marketing Exchange 2020 conference on Wednesday, February 26, 2020 at 10:40 a.m. Mountain Time in Scottsdale, Arizona.

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Spotlight

IDG Poland SA

IDG (International Data Group) connects the world of tech buyers with insights, intent and engagement. We believe technology exists to make the world a better place. It shortens distances, increases knowledge and drives change. But technology alone serves no one. It lacks purpose. It lacks heart. It is computing power without brain power, a half-measure that falls short of its potential. At IDG, we bridge art and science, design and technology, capturing the energy that is released when these worlds are combined. It starts with our people and our rich history of technology media leadership. Today, IDG is the world’s leading technology media, data and marketing services company. We are the new model of a modern media company, with a data-driven approach and marketing services that accelerate purchasing and deepen engagement. We use our data and experience to see what others can’t. We build meaningful relationships to put those insights to work for the all-powerful, the up-and-comers and

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