81% of marketing leaders aren't confident of their team's ability to successfully execute
Account Based Marketing
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ABM Data Management Process
If you're concerned that your sales and marketing systems create anarchy, confusing target accounts with conflicted message streams, then check out this process you can adopt today... for free!
HIGH-PERFORMANCE ACCOUNT BASED MARKETINGSM
Not your typical vendor self-promotion love fest, we’re 100% dedicated to “High-Performance Account-Based Marketing” and building the confidence of B2B Marketers around the world to achieve this! We get beyond the narrow, platform-centric blather and confusion to provide fact-based, research-driven advice for you to win. We offer workshops, templates, research reports, white papers and a daily dose of reality to this hype-driven market. Subscribe today!
ABM Consortium By The Numbers
RESEARCH, WHITEPAPERS & ARTICLES
Scale is NOT a substitute for intimacy
ABM Consortium teamed up with the folks at PFL to write our most recent piece of content.
Everyone expects an email, display ad, or call from you. That’s why the industry of buyers have constructed SPAM filters, ad blockers and do not call lists. Automating these options, to make them cheaper and more prolific misses the point… they’re being avoided, ignored and resented.
This report will help you unpack the rationale for why this connection gap occurs and offers a clear path forward, to rise above the noise of distraction and truly engage your target accounts.
Learn how 18% of ABM programs dominate their competitors
Account-Based Marketing is no longer the "checkbox" for success. How you deploy your program leads directly to the results you'll receive.
In this research report we engaged 500 ABM practitioners across five continents. Our goal was to identify high-performance ABM programs and isolate the strategies and tactics that they do differently... so you can benefit directly from their experience.
Does your ABM program suffer from its' inability to identify the needs of Target Accounts? Do you think your marketing automation platform is confusing those target accounts because they're embedded in an unknown number of irrelevant nurturing flows? If so, check out the first ever ABM Data Management Process, a framework for managing your ABM program impact.
No marketer has ever said that their marketing data rocks, but they should! For those who have an ABM program, consider this… can you tell me how many target account buyers you have in your marketing automation system? Bonus points if you can tell me that the content they’re receiving is on the same strategy as your ABM efforts. In this article we introduce our latest IP... the ABM Data Management Process.
Check out this article that we contributed to ABM In Action if you're looking to improve the performance of your ABM program and need to learn more about the value of both 1st and 3rd party data.
After the first several years of this popular thing called ABM, one truth remains consistent: ABM practitioners and marketing leaders remain confused and all too many have grabbed a seat by the sidelines to watch the circus of hype and hyperbole go by.
Check out this article if you want to learn about the structural and environmental issues that continue to confuse and derail successful ABM programs
Don’t let others tell you that the number of ad clicks and website visits represent engagement and that this is a key objective of ABM. This volumetric vision of engagement is a loosely fit activity measure, at best. Not that you shouldn’t track these activities, but they shouldn’t be the reason you engage your sales team, boast about the cool results you’ve generated or most importantly, the reason you declare an account as marketing qualified.
Check out this article that we contributed to ABM In Action if you're confused by narrow vendor pitches and want to know ACTUAL ABM metrics.
Funny, but even this basic concept is getting a lot of bad interpretation these days. Getting this wrong requires a complete lapse in marketing approach. Knowing your audience and their needs are just a base foundation of marketing competence. Expanding personas about the buyers and influencers helps to put a face on them.
Your next move with ABM is easy
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OUR LATEST BLOG ARTICLES
- #ABM In Action LiveIt's a wrap! I said it last year but need to repeat it again this year… the B2B Marketing Exchange is the single best, most strategic B2B marketing event of the year. This year, the crowd was amazing… over 1,400 registered attendees, more than a 40% increase in marketing practitioners. This is really the measure that matters. So many events are swarms of vendors trying to sell to […]
- Data Management is Critical for Account Based MarketingA behind the scenes story of our latest Feature Article in ABM In Action: For ABM, Data Is A Good Four-Letter Word. Make it easy for Buyers to buy Meaningful data management processes provide significant value to your ability to measure and control your ABM program but perhaps the most meaning impact is that you can make it easier for buyers to buy. This sounds funny but is true. When you […]
- ABM Best Practice VS MalpracticeWhere's email in your Account Based Marketing Strategy? 59% of B2B Marketers rate email as effective for driving early stage engagement, 81% say it’s effective at driving conversions later in the funnel. Let that sink in for a moment… Email marketing is one of the most widely adopted and effective channels a B2B marketer can use, yet it’s glaringly absent in the best […]
- Data MyopiaData defines your greatest sales and marketing assets Targeting, personalization, measurement… what do these all have in common? Data. Specifically, ABM Data. Considering data to be a contact you purchase, an Intent Data signal you acquire or a marketing list to hammer upon misses the point. If your company has been in the market for more than a few years, chances are, you already have […]
- 2019 Prognostication – Account Based Marketing"A Light at the End of the Tunnel" The folks at Demand Gen Report asked us to contribute to their 2019 Account Based Marketing trends report just released in ABM In Action. Personally, I often times don’t like these stories because the advice is terrible, but the real value in a publication like ABM In Action is that they can find a collection of really knowledgeable thought leaders on […]
- High-Performance ABM Starts with a Data FoundationThe ABM Paradox There have never been more ways to communicate with audiences, yet actual attention has become increasingly elusive. Among a proliferation of point solutions, what’s missing is the ability to collect and normalize data across sales and marketing programs and channels, and to resolve those data against a persistent view of each target account and buying role. Without this, […]
- Account Based Advertising facts you need to knowDon’t be silent, engage your Account Based Advertising vendor Let’s start with the conclusion… this is a massive issue and one that B2B demand gen marketers are often not as familiar with as they should be. Do yourself a favor, read this post and then ask your vendors what they do to help monitor, identify and measure ad fraud. While nobody is perfect at solving this issue, only […]