Account-Based Marketing
Insights
Blog
Considerations for Selecting a Webinar Technology
- When selecting a webinar technology, carefully consider requirements and use cases
- Webinar technologies vary in editing capabilities and how they can be shared
- This post shares four considerations for making a webinar technology selection
Blog
Struggling With ABM Insights? Services Can Help
- Third-party services can help refine the account selection process for ABM
- Account insights drive smart marketing and sales activities
- Contracting with third-party services is useful for gathering insights
Blog
Services That Support Successful ABM Strategies
- Account-based marketing (ABM) is extremely or very important to the 2016 marketing efforts of 87 percent of B2B companies
- In addition to investing in ABM technologies and tools, marketers are planning to invest in ABM services
- Insights and content creation are key areas for which ABM marketers are turning to service providers
Blog
Two Distinct Flavors of Personalization
- Persona-based and individual personalization should be used in tandem
- Each target has a different set of requirements to consider
- The goal of personalization is to optimize conversions
Blog
“Hello, Coworker!” The Effectiveness of Face-to-Face Workshops for Strategic Marketing Planning
- Increase alignment among teams through in-person workshops
- Foster a work environment that encourages brainstorming and experimentation
- Technology does not replace the utility of in-person interactions for planning exercises
Blog
[Insert Your Favorite Technology] Is Not ABM!
- A lot of technology vendors claim to be the best account-based marketing (ABM) vendor
- Many tech vendors play an important role in an ABM practitioner’s strategy, execution and measurement
- Strategy, process and alignment are critical – it’s not enough to plug in a new technology
Blog
Why Machine Translation Can Create More Human Work
- Machine translation can be effective when used properly
- Human oversight is required in order to make machine translation useful
- A cost-effective and high-quality translation strategy uses both machine and human translation
Blog
Technology That Supports Successful ABM Strategies
- Fully 58 percent of B2B companies said they’re planning to invest in account-based marketing (ABM) technology or services in 2016
- While there are many ABM specialty technologies, don’t forget about how to adjust the use of existing technology for ABM use cases
- The top planned technology investments for ABM show that companies are looking to make ABM scale and prove its value to the business
Blog
The First Step in Account-Based Marketing Isn’t What You Think
- Selecting accounts for account-based marketing (ABM) isn’t the first step for ABM, as many incorrectly think
- Account-based marketing (ABM) organizations need to prepare for ABM first before selecting accounts to include
- Preparing for account-based marketing (ABM) includes educating internal constituents, determining ABM type and scope, and organizational alignment
Blog
Use Cases for Predictive Analytics
- Trial-and-error methods for optimizing marketing tactics and results are hampered by difficulties in controlling and linking variables
- Predictive analytics provides marketers with the ability to simulate rather than experiment, and to make predictions rather than guesses
- Eight use cases for predictive analytics can help B2B marketers make decisions across the SiriusDecisions Demand Waterfall® and customer lifecycle
Blog
Five Tips for ABM Measurement
- Account-based marketing (ABM) continues to be one of the most popular topics in B2B
- An increasing number of companies are transforming their sales and marketing strategies to incorporate ABM
- Many companies struggle with how to measure the contributions of ABM
Blog
Event Management Technology: Key Benefits
- Transparency into event spend is increasing and being demanded by executives
- Event management solutions help B2B business leaders measure event ROI
- Learn how to support your investment in an event management solution
Blog
2016 State of Account-Based Marketing Survey: How Much Difference Does One Year Make?
- Last year, we conducted the 2015 State of Account-Based Marketing survey
- Twenty percent of B2B companies indicated they had an ABM program in place for more than one year
- More than 60 percent of companies were planning to invest in ABM tools or services in 2015
Blog
I’m a Mac … I’m a PC: Using Predictive Analytics to Differentiate Between Your Buyers and Their Buyers
- Most B2B personas today do not go beyond describing typical buyers, perhaps because we have not known enough about buyers – until now
- If your organization leverages predictive lead scoring or lookalike modeling, you may be able to identify “your buyer” vs “their buyer” personas
- If you don’t have predictive analytic experience, consider your unique competitive differentiators that attract a specific type of buyer
Blog
First Steps to Building An Account-Based Marketing Plan (And Talking To Sales About It)
- This is the third in a series of blog posts from two points of view: SiriusDecisions’ Megan Heuer, and SAP’s Jeff Winter
- This final part in the series focuses on how to build an ABM plan
- A successful ABM program that can measure results and justify investments needs support from sales and marketing
Blog
Account Selection, Early Sales and Customer Engagement: The Unsung Heroes of Account-Based Marketing Success
- This is the second in a series of blog posts from two points of view: SiriusDecisions’ Megan Heuer, and SAP’s Jeff Winter
- This second part of the series focuses on how to select accounts in an ABM plan
- Successful account selection requires support from the account manager, especially in the pilot phase
Blog
EMEA Account-Based Marketing Roundtable Wrap-Up
- LinkedIn hosted a roundtable where 15 B2B organizations shared their thoughts on executing an ABM strategy in Europe
- Many Europe-based B2B organizations are increasing their emphasis on ABM
- Over the course of four hours, the conversation flowed as we went deep into three key topical areas
Blog
What Do Your Customers Think? Customer Intelligence Management Solutions Offer Insights
- It’s the age-old question: What’s on the minds of your customers? Are they satisfied with your products and solutions?
- These questions and others have led to the rise of customer intelligence management software solutions
- The following excerpts provide a high-level view that explains when to consider each customer intelligence vendor
Blog
How to Get Started With Account-Based Marketing? Start Selling (Internally, That Is)
- This is the first in a series of blog posts that tell the story of successful account-based marketing from two points of view
- See views on ABM from marketing leaders Megan Heuer and Jeff Winter
- Megan and Jeff will share what they’ve learned to help you deliver ABM results faster and avoid some common mistakes
Blog
The Pace of Account-Based Marketing Accelerates
- Interest in account-based marketing (ABM) is accelerating
- SiriusDecisions recently completed a research report on the current state of ABM within B2B organizations
- Organizations must make balanced investments in technology, people and processes to support ABM