An Account-Based Marketing Primer

Account-based marketing is, in many ways, the exact opposite of the traditional demand generation approach. Rather than reaching broadly across a large number of organizations, companies that employ an account-based marketing strategy focus their marketing and sales resources on a targeted set of accounts and look to deliver strategic, orchestrated campaigns personalized to those accounts. The accounts that you target with ABM are high-yield, and are often considered a better fit for your products or solutions. These accounts are likely to generate more revenue, and often have other strategic significance, like helping to penetrate new territories or influence a market.

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Asen Marketing & Advertising

Branding intensive, digitally progressive full-service advertising and marketing agency with over 30 years success. We're aficionados of brand development, building off key principles of traditional advertising applied in a digital spectrum. We're a full service agency focused on creating integrated strategies that move the needle and result in successful outcomes.

OTHER WHITEPAPERS
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Top 10 XaaS Marketing Trends for 2023

whitePaper | October 5, 2022

For technology businesses, the move from traditional on-premises sales and licensing models to an “as-aservice” subscription model is critical. Yet, while the upsides of recurring revenue streams are substantial, there are risks. This flexible, ongoing billing model gives customers more leverage to switch if they can find alternate solutions that offer a better customer experience (CX) or enhanced features. Today’s technology businesses must redefine their go-to-market strategies and tactics to ensure adoption, usage, and renewal to avoid attrition.

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Unlocking MKTG’s Great Multiplier: Getting Started with Full-Funnel B2B Ad Campaign

whitePaper | September 1, 2022

Marketers spend anywhere from 5% to 20% of annual gross revenue on advertising spend, so what does it take to get the most out of that spend? In this guide, we walk through how to use advertising for the full funnel, from awareness to customer retention. You will learn: How to work smart, not hard: optimize your ads for a full funnel experience using the tools you already have and leveraging ABM in the process Ways to experiment with your ads to find the right mix for your audience A stage-by-stage full funnel blueprint to create ads that resonate with your audience each step of the way, including the goal, approach, and CTAs.

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4 Steps To Deliver A Successful ABM Campaign

whitePaper | January 10, 2023

92% of B2B marketing specialists worldwide rated ABM as extremely effective per a Forrester study in 2015. Since then, this number has likely increased. ABM allows your business to focus on high-value accounts, to align your marketing and sales efforts and thereby, to achieve better results.

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Data and Tech: Enterprise B2B Marketing Priorities for 2023

whitePaper | January 13, 2023

With an uncertain economy, marketers at B2B enterprises are scrutinizing their 2023 strategy to get as much mileage out of their approach as possible. In our recent survey with Ascend2, we found that data is a major focus as is an investment in technology. We found that 78% of large B2B marketing organizations (those with more than 1000 employees) experienced growth of 10% or more in 2022. After two years of marketing during a pandemic, many B2B brands found their footing in 2022 with a heavier reliance on digital channels and renewed spending from clients ready to move forward.

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Long Hold Times Are Killing Your Customer Experience

whitePaper | June 1, 2022

Waiting on hold to get help is inevitable. That being said, long wait times, being bounced around to multiple people, and inability to resolve issues contribute to overall poor experiences for customers and businesses. Time flies when we’re having fun, and it drags on when we’re bored. Sometimes it’s on our side, and other times it’s racing against us. 90-seconds can feel like an eternity when you’re sitting on the phone waiting for help, or answering automated voice prompts, or even waiting for a response from an agent on live chat agent.

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The Actionable Guide to Account-Based Sales Activation

whitePaper | November 15, 2019

In the midst of the growing level of data sources and external competition, one of the greatest threats to your success is internal. Mistrust, miscommunication, and misinformation between sales, marketing, and customer success can cause frustration, turnover, lost deals, and missed growth opportunities. Marketing doesn’t trust that sales reps are reaching out to the right accounts, while Sales feels overwhelmed by a never-ending list of what seem like low quality leads.

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Spotlight

Asen Marketing & Advertising

Branding intensive, digitally progressive full-service advertising and marketing agency with over 30 years success. We're aficionados of brand development, building off key principles of traditional advertising applied in a digital spectrum. We're a full service agency focused on creating integrated strategies that move the needle and result in successful outcomes.

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