Category: Best Practice

The Video: 600 #ABM practitioners, 4 Continents, 6 C Level execs

Really a fantastic live webinar. 6 C level execs from the top ABM platforms and agencies share “high-performance ABM” with a HUGE audience! Mark Ogne, Founder of ABM Consortium & EVP Demand Metric Rob Slaughter, President Markistry Nick Heys, CEO Azalead Peter Isaacson, CMO Demandbase Joakim Lange, Int’l Leader Freya News Christopher Engman, CEO Vendemore Kevin Cunningham, CEO MRP Q&A… Read more →

B2B Buying Groups – how #ABM can affect decisions

Enterprise B2B Buying Decisions Influenced By 34 People In a recent LinkedIn Pulse article, “2 Key Trends Make Account Based Marketing necessary today”, I  expanded on the idea as to why B2B marketers need to update their approach and underlying technical capabilities. The core idea here is that existing marketing technologies are not adapted to the current trends as to… Read more →

Content, the fuel for #ABM – video interview

In our recent research we found that 90% of high performing ABM programs create content that is versioned to achieve specific ABM objectives. Check out this short video to hear first hand from one of the worlds renowned experts in ABM content, Johan Sundstrand. As CEO of Freya News, his team enables amazing content strategies for some of the largest… Read more →

Predictive Analytics and ABM – a video interview

Kevin Cunningham, CEO at MRP, has more than a decade of deployment experience in the Account Based Marketing space. About a year ago they acquired Prelytix, a player in the Predictive Analytics space. When I caught up with him last week via Skype we had a chance to discuss this intersection between ABM and Predictive Analytics. Our recent research identified… Read more →

ABM Metrics That Matter: The ICARE philosophy – video interview with Jon Miller

Jon Miller is focused on helping ABM practitioners drive successful metrics to their programs. An absolutely critical component of high-performance ABM. As follow up to his presentation at the launch of the ABM Consortium, Jon fielded a significant number of questions about how marketers need to consider the differences between other programs, like demand gen and inbound programs, versus ABM… Read more →

What do 18% of #ABM practitioners know and why does it make them successful?

True, new research indicates 82% of ABM programs fail to achieve measurable success. Why is that? How do these deployments differ from the ones that win? No spoiler alerts here… you’ll need to learn the answer in the full context of this free research report. This report is the fruits of our labor, the Account Based Marketing Consortium. Learning from the… Read more →

@JonMiller Publishes “Clear & Complete Guide To #ABM”

In reading Jon’s book, I really enjoyed the focus on performance and giving concrete ideas as to how marketers need to think of their deployments.  Kicking off my thoughts, I’d like to start with a great quote from the book… “ABM is not a magic wand. Instead, it’s a powerful combination of people, process, and technology that deployed intelligently will outperform… Read more →