Why has ABM been such a trend recently

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Everybody is thinking about how to maximize their efforts to accomplish everything they want to do this year. The to-do list is insanely long for B2B marketers. Unfortunately, one thing I have heard from a lot of my compatriots in the B2B industry is that they are still focused on lead generation.

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The Think Tank

The Think Tank is a creative integrated marketing communications agency providing a complete range of services across all marketing disciplines for 22 years. A multi award winning agency, we specialise in B2B Marketing and PR, providing support for our clients in brand creation, development and revitalisation, product and service launches, promotional activities, press and public relations and many other marketing activities to meet their objectives. We work with a range of clients including Leica Geosystems, Asendia, AluK, OKI Printing Solutions, Formica, Ecolution, CIBSE, Muraspec, Permasense, Silver Bullet Publishing, SAS International, Nespresso, My Retail Media, Vision, Signalling Solutions, Rexel, Tarkett, Profile Software and many more.

OTHER ARTICLES

Outbound, Inbound, Account-Based Marketing: Three Marketing Tracks A Business Can Utilize

Article | April 2, 2020

A business or company’s growth relies on many factors. One of those factors that must be handled strategically is marketing. A marketing plan is an approach that must be made for the long-term. The marketing approach is meant to be forward-looking with the goal of becoming known by potential customers and have a competitive advantage over other businesses in the same industry. Marketing has three major strategic types namely, outbound marketing, inbound marketing, and account-based marketing. Every marketing plan needs a strategic ideology and a proper analysis of the company’s situation before any marketing techniques are formulated and deployed. Businesses must evaluate their competitive position and how their marketing goals align with their current business operations. Marketing is the bridge that connects the business and its customers.

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The Missing Link in your ABM Strategy

Article | April 2, 2020

Account-based marketing (ABM) programs deliver huge results, but those results can sometimes be elusive. Over the past twelve months through my consulting practice, I’ve had an intimate view into over fifty ABM programs. More common than not, most marketers are telling me that their results are underwhelming. So, what is the missing link? The answer lies in the disconnect between marketing-orchestrated experiences and buyer expectations.

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

Article | April 2, 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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Account-Based Marketing Is a B2B Strategy, Not a Tool

Article | April 2, 2020

Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key player in the account-based marketing (ABM) space. Clients include top brands like 3M, WP Engine, Glassdoor, and Dun & Bradstreet. I spoke with Sangram Vajre, one of Terminus’ three co-founders, to learn more about the platform and how an ABM approach is effective at reaching B2B buyers in a cluttered MarTech environment.

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Spotlight

The Think Tank

The Think Tank is a creative integrated marketing communications agency providing a complete range of services across all marketing disciplines for 22 years. A multi award winning agency, we specialise in B2B Marketing and PR, providing support for our clients in brand creation, development and revitalisation, product and service launches, promotional activities, press and public relations and many other marketing activities to meet their objectives. We work with a range of clients including Leica Geosystems, Asendia, AluK, OKI Printing Solutions, Formica, Ecolution, CIBSE, Muraspec, Permasense, Silver Bullet Publishing, SAS International, Nespresso, My Retail Media, Vision, Signalling Solutions, Rexel, Tarkett, Profile Software and many more.

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