The First-Ever Account-Based Marketing Framework: From the B2B Buyer’s Journey to the Customer Experience

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It seems like every time I write something about account-based marketing, it’s the “first-ever.” For example, introducing the first-ever account-based marketing #MarTech stack, writing the first-ever ABM book, or hosting the first-ever #ABMChat on Twitter. The reality is, we are truly doing something with ABM that has never been done before. Even our friends at G2 Crowd and TrustRadius both recognize account-based marketing as a new subcategory for marketing technology, which is fantastic! Considering all these firsts, I wanted to take the time to introduce the concept of account-based marketing and share a framework for ABM success. I sincerely hope this will help B2B marketers put the concept of ABM into practice. o, what is account-based marketing? The central idea around ABM is that your accounts are going beyond the traditional B2B buyer’s journey to a true customer experience. The path to doing account-based marketing successfully means the B2B marketer’s role has to evolve from being a coin-operated lead generator to a true demand- and revenue-driven marketer. It’s through focusing on pipeline and revenue that marketing will become more aligned with sales. As a result, you can have one integrated “smarketing” team in your B2B organization. I first heard this term from my friends at Vidyard — who actually have a guy on their team dedicated to smarketing — and we’ve taken it to heart here at Terminus.

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Sage Communications

Sage Communications is an integrated communications agency that creates strategic outcomes for enterprise, government, and social-benefit organizations. We craft tailored communications and consulting solutions from a mix of in-house strategy, research, branding, marketing, public relations, social media, digital, and event services. Our clients include global enterprises, early-growth firms, associations, government agencies, and coalitions. We contribute to our community through active sponsorship and volunteerism at the DC Jazz Festival, National Cherry Blossom Festival, S&R Foundation, Access Youth, The Children’s Inn at NIH, and the Leadership of Greater Washington.

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Spotlight

Sage Communications

Sage Communications is an integrated communications agency that creates strategic outcomes for enterprise, government, and social-benefit organizations. We craft tailored communications and consulting solutions from a mix of in-house strategy, research, branding, marketing, public relations, social media, digital, and event services. Our clients include global enterprises, early-growth firms, associations, government agencies, and coalitions. We contribute to our community through active sponsorship and volunteerism at the DC Jazz Festival, National Cherry Blossom Festival, S&R Foundation, Access Youth, The Children’s Inn at NIH, and the Leadership of Greater Washington.

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