Who Should Use Account Based Marketing

| January 17, 2019

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Account-based marketing was an increasingly popular inquiry throughout 2018. And now, according to Google Trends, within these first few weeks of the year, interest levels in the topic are already close to reaching levels that were only peak points of the previous year. Account-based marketing, or ABM, has taken the business world by storm. While it used to be the preference of a select few, with sporadic interest shown by the majority, ABM is quite possibly a contender for one of the hottest sales trends in 2019.

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Spotlight

ABM In Action

ABM In Action, sister publication of Demand Gen Report, is an online resource for B2B professionals, featuring everything you need to know about the latest in account-based marketing.ABM In Action offers expert advice, insights and examples for B2B organizations looking to learn about or implement a successful ABM strategy and covers:What channels work best with ABM.

OTHER ARTICLES

Three Tips for Marketo Account-Based Marketing

Article | March 13, 2020

Account-based marketing has been a growing trend for today’s B2B marketing professionals. By aligning both sales and marketing teams with the same goals and objectives, we see our tech stacks evolve for better execution. Marketo has account-based marketing functionality, giving marketers and sales teams alike the capability of running successful account-based marketing campaigns. When getting started, there are three core areas you should focus on setting up: target named accounts, engagement campaigns, and results measurement.

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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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How to Improve ABM Programs with Interactive Content

Article | May 14, 2021

Account-based marketing, also known as ABM, is an effective yet efficient way to seek out high-value leads and close sales. A B2B marketer can align his sales and marketing strategies to break into the industry. However, there’s one thing that needs all the attention from the marketing team- the content. The B2B marketers from around the world are shuffling their budgets to focus more on account-based marketing. As of now, 28% of the budgets were allocated to support account-based marketing. When considering ABM, marketers often jump to the execution part instead of planning, identifying, and targeting the target accounts. Therefore, they fail to understand the critical needs of the clientele. The whole process of connecting with the customers with their accounts goes into vain.

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Optimizing ABM with Influencer Marketing

Article | February 28, 2020

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.

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Spotlight

ABM In Action

ABM In Action, sister publication of Demand Gen Report, is an online resource for B2B professionals, featuring everything you need to know about the latest in account-based marketing.ABM In Action offers expert advice, insights and examples for B2B organizations looking to learn about or implement a successful ABM strategy and covers:What channels work best with ABM.

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