The State of Account-Based Marketing

| June 10, 2019

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Many of us know that ABM is not a new concept. In fact, it’s an age-old marketing strategy that both sales and marketing teams have pursued separately. However, until now, the technology hasn’t always been available to reach and engage accounts-and the decision-makers within them-in a coordinated, scalable way from a single place.

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Illuminas

Illuminas is an award-winning, full-service research consultancy that delivers strategic marketing intelligence across B2B and consumer markets worldwide. Whether you are trying to identify key market trends, solve critical business issues or create leading brand strategies, our team of expert research consultants will recommend the most appropriate combination of quantitative and qualitative research tools to meet your objectives. Some of the biggest and most successful companies in the world come to us because we understand their business needs and we reach beyond the data to tell the story behind the research. For more information about Illuminas services you can go to our website at www.illuminas.com.

OTHER ARTICLES

How To Determine If Account-Based Marketing Is Right For You

Article | March 15, 2020

Account-based marketing is a topic on the rise of popularity due to the evolution of digital content, which has led to changes in business to business (B2B) sales. With the rise of digital content, buyers are more well informed than ever, and the number of stakeholders involved in the decision process has increased. This in turn, has resulted in longer sales cycles and has left customers in full control with the ability to research and identify profitable decisions before they are made. This means that one’s approach must be much more personalized and highly relevant in order to cut through the online noise and get through to key decision-makers. This has led many companies to adopt new ways of reaching their audience, and this strategy is being referred to as “Account-Based Marketing”.

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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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ABM: Looking beyond the buzzword!

Article | May 20, 2021

Account Based Marketing (ABM) is not a new concept in B2B marketing. However, as an important integrated B2B marketing and sales approach, we don’t think it is widely understood or used as it should be in B2B media/events businesses and professional membership organisations. Regardless of the size of your organisation, product types, or the sectors you serve, every senior business leader and marketer should be embracing ABM and integrating it as part of their overall marketing strategy. If you’re keen to learn more about ABM – what it is, why it is important and how you put it into practice, read on!

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What Matters With Intent Data

Article | April 1, 2020

Revenue teams need to be equipped with actionable information in order to move buyers through an account-based buying journey and close sales. But much of the information they need lives in the “dark funnel,” an ocean of anonymized buyer data. Gathering intent data can give revenue teams the advantages they need to successfully guide prospects in the buying journey.

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Spotlight

Illuminas

Illuminas is an award-winning, full-service research consultancy that delivers strategic marketing intelligence across B2B and consumer markets worldwide. Whether you are trying to identify key market trends, solve critical business issues or create leading brand strategies, our team of expert research consultants will recommend the most appropriate combination of quantitative and qualitative research tools to meet your objectives. Some of the biggest and most successful companies in the world come to us because we understand their business needs and we reach beyond the data to tell the story behind the research. For more information about Illuminas services you can go to our website at www.illuminas.com.

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