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…

This post from Adam Blitzer, the CEO of Marketing Cloud at Salesforce, originally appeared on the Salesforce blog. 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 new decade where every industry, region, and customer experience is being disrupted….

Being aligned with customers has never been more important than now.  We are clearly experiencing an unprecedented moment in time, one that is challenging and reshaping our lives and relationships in every possible way.   We believe that the key to adapting and being prepared for these new conditions is to refocus on understanding evolving customer…

When I think about hitting a mark, the Paleolithic sport of archery often comes to mind.  Organizations deploying an account-based marketing (ABM) strategy are much like the toxophilite (“lover of the bow” in Ancient Greek). You’re carefully aiming for a target to hit. In your case, it’s a key account. When you miss the mark,…

Before we launch into account-based marketing (ABM), let’s talk “data” for a moment.  Companies get inundated with data on the daily basis. There is firmographic data, account data, technographic data, intent data, predictive data… hot data, small data, cold data, tall data. Okay, so I took it a little too far, but you feel me,…

To be, or not to be account-based.  In the profound words of The Wharton School’s Peter Fader, author of Customer Centricity: Focus on the Right Customers for Strategic Advantage,  “Every customer deserves the same respect, but not the same attention.”   Don’t agree? Maybe you feel all customers should be treated the same.  Well, think…

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…