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…

You’ve heard it before, and I’ll say it again. Account-based marketing is just good B2B marketing.  Of course we want to target the right people at the right companies at the right time with the right message. Sure, we want reach, but more importantly, we need accuracy. Lead-based demand gen isn’t cutting it anymore; marketers…

Working for a heavily sales-driven company, I guess you could say account-based marketing (ABM) was always in our destiny. Sure enough, it’s emerging as a crucial strategy as we seek to expand outside of our core customer base, uncover new growth channels and forge deeper, higher-yielding relationships with our largest accounts. For marketing, not only…

Making sense of the B2B marketing space is hard. New vendors, new technologies, and new services are constantly popping up. The one thing that we do know is the adoption of account-based marketing (ABM) continues to rise.  But what we don’t know are the answers to questions like where should ABM budget come from, who…

Marketers in the B2B space have heard the term “account-based marketing,” or ABM, for  a while now. What once might have seemed like a flashy buzzword is now an established marketing strategy, in part because marketers are seeing great results. In fact, 45% of marketers using an ABM strategy saw double the ROI compared to…

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…

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…