Account based marketing is whatever you want it to be

Thedrum | December 08, 2016

Account based marketing is whatever you want it to be
There has been a lot of noise around the topic of account based marketing (ABM), and you would be forgiven for thinking it is the new kid on the block.In fact, ABM isn’t new. It’s something sales led organisations have been doing for a while. But what’s new is the vision of the new possible, created in part by Marketo, Eloqua, LinkedIn et al.OgilvyOne Business recently hosted a roundtable on the topic. Here, we take a look at some of the key discussion points.More noise than action?Whilst there is a lot of noise around ABM, there aren’t many visible examples of who is doing it well, and as Frederik Borestrom from Linkedin and Michael Wrigley from Verticurl respectively pointed out, many brands are doing bits of ABM but no one is doing it end to end. There are pockets of excellence, but they are definitely pockets for reasons we will explore.

Spotlight

If you’re a B2B marketer today, you’re in a tough spot. You’d love to be an innovative marketer who impresses the whole company by blowing your results out of the water. But where do you start? And how do you navigate all the buzzy claims out there? You could spend your lunch hour researching various B2B vendors that promise to address one or two of the challenges you face throughout the funnel. But if you don’t have a core strategy that sets you up for success, no vendor will ever be more than a point solution and it will be difficult to really move the needle.


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CORE ABM

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Jabmo Named a Leader in Account-Based Marketing Platforms by Independent Research Firm

Jabmo | June 09, 2020

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Gartner Names Content Marketing Leaders, AppsFlyer Names SVP and Other News

Gartner | April 03, 2020

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IntentData io | March 23, 2020

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Spotlight

If you’re a B2B marketer today, you’re in a tough spot. You’d love to be an innovative marketer who impresses the whole company by blowing your results out of the water. But where do you start? And how do you navigate all the buzzy claims out there? You could spend your lunch hour researching various B2B vendors that promise to address one or two of the challenges you face throughout the funnel. But if you don’t have a core strategy that sets you up for success, no vendor will ever be more than a point solution and it will be difficult to really move the needle.

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