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CONTENT TYPE: Article | TOPIC: Account-Based Marketing
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.
CONTENT TYPE: Course | TOPIC: Account-Based Marketing
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.
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.
CONTENT TYPE: Chart | TOPIC: 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?
CONTENT TYPE: Podcast | TOPIC: Account-Based Marketing
Katie Bullard, president at sales and marketing intelligence company DiscoverOrg, discusses account-based marketing, marketing technology, and the critical importance of cleaning your data.
CONTENT TYPE: Article | TOPIC: Demand Generation
If you had sonar that could pinpoint great B2B leads for you, you'd use it, right? That's what buyer intent data can do for your lead generation efforts, putting you far ahead of the competition.
ABM does take time and effort, but the results can be extremely rewarding. These five steps (and one bonus tip) will walk you through how to set up your ABM program for success.
Joe Chernov, chief marketing officer at sales intelligence company InsightSquared, discusses why account-based marketing and inbound are often at odds, how brand marketing is coming back, and why 2018 is the year of customer marketing.
Marketers say personalized content is the most effective digital channel they use for engaging account-based marketing (ABM) accounts, according to recent research from Ascend2.
A lot of ABM and sales-enablement vendors talk about how companies can use technology to scale customer contact. Despite the promises about futuristic things like artificial intelligence, you'd be paying to fail if you don't take the human touch into account.
CONTENT TYPE: Article | TOPIC: Content
As social media users, we think nothing of creating videos that are fun and entertaining. Yet, when it's time to use video in a more structured environment, say for marketing, suddenly videos are intimidating. But they don't have to be.
CONTENT TYPE: Article | TOPIC: Metrics & Measurement
Relying solely on analytics tools when making business decisions can lead to misdirected targeting, causing major consequences for an organization's bottom line.
Two-thirds of B2B agency marketers say their firm is using an account-based marketing (ABM) approach, according to recent research from Demandbase.
CONTENT TYPE: Article | TOPIC: Marketing Strategy
Instead of targeting just the C-suite, today's B2B marketers must target groups of buyers and influencers who range from junior procurement specialists in their 20s to senior executives in their 50s and 60s.
CONTENT TYPE: Article | TOPIC: Email
Just 18 words. Marketing and Sales pros who know this powerful stat, fly; and those who don't, die. (Well, their emails do.)
Account-based marketing might be thought of as an enterprise-level tactic, but that doesn't mean ABM, albeit scaled down, can't provide outsized results for your small-to-midsize business.
Here are some real-life examples of how an account-based marketing and selling approach on LinkedIn can drive not just reach and awareness but also demand and revenue.
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