An account-based marketing (ABM) program comes to life with a prescriptive journey that speaks directly to the individual on an account with personalized content. Sales loves the idea of personal communications and it’s easy to see the ROI from such custom programs. But how to start? In a mire of accounts, how do you boil…
Part 1: How I Boiled the ABM Ocean to find a Targeted Account List
How to Segment Healthcare Audiences for Account-Based Marketing
Account-based marketing (ABM) is all about treating your highest-value leads as markets of their own. This approach is especially useful in the healthcare and life sciences (HLS) industry, where marketers must often tailor messaging to individual healthcare professionals (HCPs) as well as members of healthcare organization value analysis committees (VACs). VAC members are the key…
ABM Innovation Summit Preview: How AI Can Unleash ABM
Business buyers now expect more from B2B marketers than ever before. B2B marketers are well aware of this, and many are already offering personalized experiences to prospects. Still, with fixed resources and manual data analysis, it can sometimes be tough to effectively scale your account-based marketing (ABM) strategy and tailor marketing to each and every…
3 Digital Marketing Strategies to Better Engage Healthcare Professionals
It’s official: healthcare and life sciences (HLS) marketing has gone digital. Healthcare Professionals just aren’t taking visits from sales reps the way they used to, and most of them now prefer to be approached through digital channels. While personal relationships are still essential to sales success in the HLS space, companies that don’t align sales…
How We Increased Engagement by 25% with Demandbase + Salesforce Pardot
As a marketing technologist, I hear stories all the time about how stitching different solutions together can make marketing better, but often the vision falls short in the reality of implementation and execution. Pardot and Demandbase announced a product partnership in the fall of 2018, which underscored the power of unifying the tech stack for…
No Tricks, Just Treats: How ABM Makes B2B Marketing Less Spooky
There’s a crisp autumn chill in the air. The leaves are changing, and starting to fall. At the office, you’re putting pumpkin spice creamer in your coffee. At home, you’ve stocked up on candy for the trick-or-treaters who’ll come calling Halloween night. Some October evenings, you might swear you can hear a wolf man howl…
2018 Findings: The State of Account Based Marketing
Account Based Marketing has disrupted the marketing game, raising the stakes for both Marketing and Sales. Marketing can no longer live at the top of the funnel and focus on the generation of qualified leads alone. In order to drive growth, Marketing and Sales need to work together throughout the buyer’s journey. An Account Based…
How to Take Pardot to New Heights with ABM
ABM has evolved, from marketing buzzword to broadly accepted and adopted B2B marketing strategy. There are now numerous SaaS platforms dedicated to ABM, respected courses, qualifications and dedicated consulting practices. Thousands of organizations worldwide are seeing success with ABM and many firms now have marketing teams dedicated to executing ABM programs. Generally, the B2B play…
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