Tag: abm strategy

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 →

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 →

2016 Prognostications: Christopher Engman of @Vendemore talks about #ABM insights

Once again I caught up with Christopher Engman from Vendemore. This time we discussed his thoughts about the new year and new trends for Account Based Marketing. Always in front of enterprise scale sales and marketing strategies, Christopher believes that the B2B insights derived through a solid ABM program deliver half of the value his clients receive. Savvy marketers are using these… Read more →

B2B Marketers Can Learn From B2C Mistakes!

I was reading a great article in MediaPost this morning and it reminded me of the concept that the true cost of the media you buy isn’t the CPM, CPC or cost per message. The real cost of those media investments include the cost of forcing your audience to ignore you – adblocking technology, declaring your email as SPAM, and ultimately… Read more →

Account Based Marketing & Sales Alignment

Teamwork and revenue success are directly related! New findings from research conducted by Demandbase and Demand Metric   Every few days I hear someone describe that sales and marketing alignment is necessary for Account Based Marketing. I agree, but isn’t that the same point for effective B2B marketing in general? Nevertheless, I was struck by a nugget of research springing from a new Demandbase /… Read more →

ABM Engagement Strategy – Freya News

I had the opportunity to catch up with Freya News during Dreamforce last week: Johan Sundstrand, CEO, and Charlie Strömberg, Partner & Head of Production. Our one hour meeting spilled over into a two hour conversation, on a beautiful and warm late-Summer afternoon. Content strategy and messaging frameworks never fail to interest me. Content is the fuel for customer engagement.… Read more →