In the history of B2B marketing, account-based marketing (ABM) programs are still fairly new. According to the sixth State of Marketing report, 64% of them were started in the past five years. And they’re gaining in popularity because they generate results. New ABM research shows that most ABM programs generate greater return on investment (ROI)…
Checklist: Is ABM Right for You?
Get Fluent in Account-Based Marketing With Our “How to Speak ABM” Podcast Series
It’s been a few years since account-based marketing (ABM) joined the ranks of top marketing strategies. But even after all this time, that “A-B-M” acronym still leaves some people scratching their heads. If you’re not sure what ABM is or how it can help you target key accounts, you’re not alone. ABM is constantly evolving…
What You Need to Build a World-Class ABM Martech Stack in 2021
This post is written by Daniel Englebretson. Daniel is a Salesforce Trailblazer and co-founder and VP of client services for Khronos, an agency that specializes in account-based marketing, B2B marketing, enterprise marketing, and growth marketing. In 2020, 79% of businesses reported a decline in pipeline tied to the pandemic, and many B2B marketers are turning…
How to Target the Right Accounts and Other ABM Insights From a CMO
This article from Tracy Eiler, CMO at InsideView, originally appeared on the Salesforce Blog as “How To Target the Right Accounts and Other ABM Insights From a CMO” and is part of our Moment Makers series, which takes a deep dive into how marketers use technology to build data-driven customer experiences that feel natural, relevant, and…
Do You Really Know What ABM Is?
Filmmaker turned marketer, Randi Barshack, Senior Vice President of Rollworks, joins Marketing Trends to discuss her journey from TV, film, and video production into the marketing industry. She shares the complexities of account-based marketing (ABM), the importance of storytelling, and why diversity and adaptability are critical ingredients to achieving success for marketing teams. THE IMPORTANCE…
How to Create a Social Media Strategy for ABM Success
When we hear ‘account-based marketing (ABM) strategy’, social media might not be the first channel to come to mind. Perhaps you believe it belongs in the B2C playbook. Time for a renewed perspective. 84% of C-level and VP-level buyers are influenced by social media when purchasing. (Articulate) Dynamic content on the web and in emails…
Account-Based Marketing (ABM) Plays for Sales, Marketing, and Service Teams
It’s no secret that B2B companies are making best efforts to implement solutions for increased personalization with buyers in hopes of mirroring the success of B2C. According to Epsilon’s research, 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences. Account-based marketing (ABM) has become the answer for…
The 6th State of Marketing Report Uncovers Trends to Navigate Change
This post from Adam Blitzer, the CEO of Marketing Cloud at Salesforce, originally appeared on the Salesforce blog as “The 6th State of Marketing Report Uncovers Trends to Navigate Change“. Marketers have always been at the forefront of change. A few months ago, their focus was on trying to innovate and stay ahead in a…
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