Today I published the first in a series of LinkedIn articles regarding Account Based Marketing. In the article today, I expanded upon the confusion that exists in the market regarding ABM, offered a concise definition (what is account based marketing), and offered a capabilities framework to help B2B marketers transition their interest to a successful ABM program. Check out the…
Category: Articles
4 Benefits Of An Account Based Marketing Program
Through our research we found that high performing ABM programs are but a small fraction of all ABM programs but yield the majority of benefits. Ability to measure revenue impact – this is critical for demonstrating the value of ABM, and frankly, all of marketing to your C-leaders and sales team. A new marketing investment along with a bunch of hand…
90% of B2B Marketers say #ABM is a “Must-Have”
But only 20% have programs deployed and only 60% are actively investing in technology to make it happen Kudos once again to DemandBase! This research is bang on! Key point – 100% of orgs using ABM report aligned sales and marketing efforts! Love the quote from their CMO, Peter Isaacson… “B2B marketers have realized that marketing to large quantities of individuals doesn’t…
The Untold and Fascinating History of Account-Based Marketing
While the first use of this term is generally attributed to the great folks at ITSMA, few have unfolded the ideas and experiences that have paved the road to the point we’re at today. To those who believe ABM isn’t new and that the concept of targeting accounts is age old… you’re a list-based marketer In a world confused by…
Account-based marketing – Wikipedia’s definition misses a key point
Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organisation considers and communicates with individual prospect or customer accounts as markets of one. I don’t agree with this point – “markets of one”. I believe the account (company) is the primary form of segmentation, of marketing and sales activity as…
The 5 Things to Know About Account-Based Marketing | ClickZ
It’s amazing how the dialog of Account Based Marketing has changed over a short period of time. While ABM is still seen as a tremendous growth opportunity for B2B marketers, it’s no longer just about IP based ad targeting. Many new players are coming into the game, expanding the capabilities and impact of this strategy. Another part of this article…
