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  • How to Succeed With ABM

    Sponsored Webinar

    Account-Based Marketing: it may be a strategy with a long history, but today's campaigns are more sophisticated than ever. Persistent identification—connecting people to accounts throughout the customer journey so you know who to target and when—is your key to success. Sponsored by Dun & Bradstreet.

  • ABM is not a new strategy by any means, but more and more B2B marketers are embracing it, in part because they're dissatisfied with their current lead generation programs. But don't get tangled up in the hype; success relies on a careful approach.

  • Many marketing organizations lack the organizational structure to energize and optimize an ABM strategy and program. In some ways, Marketing's traditional org chart may actually hinder ABM success.

  • Pull out your magnifying glass and read on to learn how to dig up clues about accounts and create a winning ABM program.

  • Developing an account-based marketing campaign is different from developing a traditional marketing campaign. With ABM, you are likely to create multiple campaigns for one target account, because clear communication across accounts is crucial to your success.

  • Get ready. Get set. And go start marketing! Wait... not so fast. First you need to connect with sales, gather insights, and start identifying the target accounts you'll be marketing to! Account-based marketing requires up-front planning to pull off the big long-term wins.

  • For your account-based marketing campaigns to succeed, you need to take your content development up a notch. Deeper insights. Greater personalization. More sophistication. It's hard work, but wow does it pay off!

  • Collecting data, interpreting information, adjusting your course, and presenting information play a role in any marketing campaign. But precisely what you want to measure is just a little different with account-based marketing.

  • How do B2B buyers like to be contacted by salespeople? Which types of vendor content tend to capture attention best? When should B2B salespeople engage with potential buyers?

  • Katie Bullard, chief growth officer at sales and marketing intelligence company DiscoverOrg, discusses account-based marketing, marketing technology, and the critical importance of cleaning your data.