Archives for Account-Based Marketing
Account-based marketing (ABM) is a game-changer, but it’s not uncommon for sales to push back against implementing it as a new strategy. It’s understandable. On the surface, it appears that ABM is asking sales to work with fewer leads, and that kind of change can be a scary proposition. In my previous blog post, I touched on […]
It’s easy to see why the technology-fueled resurgence of account-based marketing (ABM) is taking hold. B2B marketers are: Driving bigger deals, higher close rates, and more revenue Winning strategic accounts in specific industries or regions, or with other significance Getting higher ROI vs. other marketing strategies The 2017 State of Account-Based Marketing Study by SiriusDecisions […]
Every successful sales rep knows the best recipe for closing the deal has only two ingredients: exceptional products or services and exceptional customer service. The rise of account-based marketing (ABM) reflects this tenet. ABM is a new phrase for a long-standing approach to sales and marketing in which integrated teams prove they care about the […]
The post ABM Success: Plan, Execute, Evaluate, Breathe, Repeat appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
We live in a business world that is dominated by data. In fact, data is one of the most valuable commodities today. It forms the basis of any successful marketing or ad campaign, is driving some of the biggest tech acquisitions, and is literally fueling the rise of Artificial Intelligence—a technological revolution that’s already changing […]
The post How the Rise of Data is Fueling ABM Success appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
To make the process easier for you, I've put together a breakdown of how being 'account-based' works specifically for sales, and then five tips on how to manage your account-based sales (ABS) team.
The post How to Manage an Account-Based Sales Team appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Anastasia Pavlova
Many marketers attend Summit to stay sharp on different areas of focus, new trends, and best practices. One particular topic of interest is account-based marketing (ABM), which has recently seen a revival as new digital technologies make it easier for companies of all sizes to scale their account-centric efforts. Here are 10 sessions on ABM strategies, frameworks, best practices, and results that you won’t want to miss at the Marketing Nation Summit this year.
Author: Ellen Gomes
If you were assembling an Oscar-worthy orchestra, how would you select your musicians to bring delightful music to your audience's ears? Believe it or not, marketers face similar challenges as they're assembling their account-based marketing team, combining unique roles into cross-functional teams that create beautifully orchestrated campaigns. Check out our new gifographic to learn how to assemble the right talent to create engaging ABM campaigns.
The post How to Orchestrate a Solid ABM Team [Gifographic] appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Robert Pease
ABM follows on the heels of marketing automation, attribution, and other core themes that are becoming increasingly important as marketing becomes more data-driven. However, all too often, a cool new feature, rather than the program’s goals and objectives, leads the tools and technology decision, giving marketers anxiety. To ensure you're not putting the cart before the horse, revisit your account-based marketing strategy for these three essentials.
Author: Ellen Gomes
If you’ve been keeping up with digital marketing trends, then account-based marketing is most definitely on your radar. Rather than casting a wide net, catching anything and everything, account-based marketing focuses your efforts on targeting and engaging high-value companies that deliver more value. Learn how to create a winning ABM strategy in our new Definitive Guide to Account-Based Marketing.
Author: Mary Kate Francis
In the past, ABM was a fairly tedious, manual, and sales-driven process. However, the introduction of new digital ABM technologies has removed the barrier that kept small and medium-sized businesses (SMBs) from employing the strategy, allowing organizations of all sizes to do ABM at scale. Read this blog to learn how ABM benefits SMBs and how they can get started in their ABM journey.
The post Why It’s Time for SMBs to Implement ABM appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.