In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology?  While ABM technology can certainly help marketers leverage data and…

Account-based marketing (ABM) programs deliver huge results, but those results can sometimes be elusive. Over the past twelve months through my consulting practice, I’ve had an intimate view into over fifty ABM programs. More common than not, most marketers are telling me that their results are underwhelming.   So, what is the missing link? The answer…

Most physician outreach now takes place digitally or indirectly. This shift in engagement has made it crucial for sales and marketing teams in healthcare and life sciences (HLS) to be aligned with a unified strategy.  That’s what we discovered at League. Founded in 2014, League is on a mission to consumerize health and benefits for…

Building brand awareness is often easier said than done. This is especially true in B2B marketing, where purchases are high-consideration and customer relationships are long-term.  A mix of different strategies and tactics is needed to connect with audiences, increase traffic and pipeline, and create conversation at scale. One of these strategies is account-based marketing (ABM),…

There’s no doubt about it, Account-Based Marketing (ABM) makes a direct impact on your revenue. Studies show that companies using ABM generate 200% more revenue for their marketing efforts compared to those that don’t. B2B marketers around the world have bought into the ABM vision; 87% of B2B marketers believe that ABM delivers a higher…

When you give customers a great experience, chances are they’ll keep coming back for more. Today’s top CMOs know customer experience and customer retention are interlinked: they’re crucial ingredients in the recipe for business success. In fact, just a 5% increase in customer retention can increase profits between 25% and 125%.  In recent years, account-based…

Advisors, distributor relationships, consultants, and institutions continue to place high value on the experience they have with their asset management firm partners. The experience these clients have plays an important role in acquiring, retaining, and growing assets under management (AUM). Today, 69% of B2B buyers expect Amazon-like buying experiences and 76% of financial services customers…

Account-based marketing, often known as ABM, is about becoming account-centric and taking a more targeted approach to marketing and sales. Over the past several years, the ABM buzz has caught on, so much so that 92% of companies are planning to start an ABM program, according to Constellation Research, Inc. Companies turn to ABM because…