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Category: Account Based Marketing

Articles about the strategy and implementation of Account Based Marketing.

3 Approaches to Humanize ABM

August 31, 2022August 31, 2022 Adam Gelles, Editor
One of the biggest challenges with successful ABM implementations are ensuring your customer / prospect experience is orchestrated in a way that makes the journey, well — a human experience. And I don’t mean personalization. That’s a given. But I mean how do you build an ABM program that feels like a human experience. Yet, is built in an automated environment. Here are 3 tried and true approaches to make your ABM feel more human. Approach #1: Map a Day in the LifeAs B2B marketers, we all use personas to articulate our segmentation approach. But we have to look beyond describing our prospects… Read More
Account Based MarketingLeave a comment

3 Ways to Partner with Sales Leadership to Drive ABM Success

March 14, 2022March 18, 2022 Adam Gelles, Editor
The are two sides to a great ABM program – great planning and great management. But, the most important key to a successful, revenue-generating ABM program is working with Sales Leadership. Here are 3 ways to ensure that your partnership with sales leadership will lead to an excellent ABM program. Design your ABM Program with Sales LeadershipToo many times I see marketing teams design their ABM strategies in a vacuum. This is not just about communicating effectively with sales leadership, but about partnering on defining the role ABM has in your company’s revenue and business objectives. For example, is the… Read More
Account Based Marketing, Featured ArticleLeave a comment

ABM Planning Board

December 29, 2021December 29, 2021 Adam Gelles, Editor
Planning Account Based Marketing is a challenge. Here is an ideation board to help you get started. ABM Ideation Board Image and Link Did you know TBM can help you with your ABM Planning and Management Read More
Account Based Marketing, Actionable Thought LeadershipLeave a comment

3 Keys to Have ABM Work for $ales

December 3, 2021December 2, 2021 Adam Gelles, Editor
All too often B2B marketers employ ABM as a tactic when, in fact, it is a strategy. Over the decades of doing ABM – even before it was called that – I’ve learned several lessons on how to ensure your ABM program will drive sales. Here are 3 of those key lessons. Key 1: The A in ABM is for Accounts Choosing the right accounts requires 2 things. One, working with Sales Leadership to determine the right categories, industries, and ultimately Accounts you want to focus on. Second, is having the right GTM strategy and frameworks that support a robust… Read More
Account Based Marketing, Featured ArticleAccount Based Marketing, Blog, Featured BlogLeave a comment

3 Trends That Are the Future of ABM

September 3, 2021September 1, 2021 Adam Gelles, Editor
Circa 2005, the term account based marketing was coined when ITSMA created ABM certification. But in reality most B2B marketers working in mid-market and enterprise companies have been employing account based marketing strategies for decades. We might have called it key account marketing or sales marketing, but whatever the lexicon, the strategic concepts behind ABM excellence haven’t really changed all that much. What is truly exciting are three emerging trends that will greatly impact ABM moving forward. Trend #1: Scale In the old days we used to focus on the top 50 or 100 accounts. In my days at MSFT,… Read More
Account Based Marketing, Featured Article, Marketing StrategyLeave a comment

ABM And Sales In Tech: Five Trends That Will Matter This Year

March 15, 2021March 15, 2021 Adam Gelles, Editor
people sitting on chair in front of computer
These five trends are good to think about when improving your account based marketing strategy. But I’ll add that bringing these outside the tech marketing world is a game changer for other b2bmarketers. #b2bmarketing #theb2bbuzz #abm #b2bstrategy As technology companies compete for their share of the growth, there’s significant pressure on their marketing departments to ensure they’re investing their resources most effectively. Read more from the source: Forbes, Published by: Mike Boogaard Read More
Account Based Marketing, Curated Articles

Why 2021 is the year of the account

March 15, 2021March 15, 2021 Adam Gelles, Editor
people sitting down near table with assorted laptop computers
Our friends Demandbase have some great thoughts on account based marketing. And Yes, ABM should be part of every b2bmarketer’s toolset to drive smart pipeline and revenue. 30-second summary: The last year taught us we need to be prepared for the unexpected. This is why embracing an account-based go-to-market (GTM) strategy has never been more important. The 2020 ABM Benchmark study reaffirmed ABM’s impact on business outcomes, with organizations seeing measurable improvements in relationships (71%), revenue (55%) and reputation/brand (34%). Organizations need to see results, and fast, which is why top planned investments for 2021 include ABM platforms, attribut… Read… Read More
Account Based Marketing, Curated Articles

How Effectively Do B2B Marketing and Sales Cooperate?

February 17, 2021February 15, 2021 Adam Gelles, Editor
Sales and marketing alignment is critical for b2b marketers to have impact on revenue. How aligned is your marketing strategy to your company’s sales strategy? #b2bsales #b2bmarketing #theb2bbuzz B2B salespeople are much more likely than B2B marketers to say sales and marketing teams cooperate effectively. Find out the study findings. Read more from the source: MarketingProfs, Published by: Ayaz Nanji Read More
Account Based Marketing, Business Leadership, Business Marketing, Curated Articles, Marketing Strategy, Sales Leadership

The B2B Buyer Disconnect

February 10, 2021March 18, 2022 Adam Gelles, Editor
two women near tables
As Vinay Says, we must be empathetic marketers and put ourselves in the shoes of our customers to market effectively to them. Couldn’t agree more. #theb2bbuzz #b2bmarketing Founder & CEO of TrustRadius Vinay Bhagat joins us in this Q&A to share his thoughts and research on the radical disconnect between B2B buyers and the organizations that are trying to sell to them. Read more from the source: cleverbridge Read More
Account Based Marketing, Curated Articles, Marketing Strategy

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