Account-Based Marketing

• In a SiriusDecisions survey, 72 percent of respondents reported using an event management solution (EMS) to achieve event goals
• Marketers are using these automated solutions to plan pre-event, during-event and post-event activities to achieve the most ROI
• Here are some excerpts from our SiriusView: Event Management Solutions 2015, a report that evaluates four EMS vendors

• ABM marketers must understand the challenges and needs of the key individuals within an account
• They must consider what tactics to use to meet these challenges
• What is the goal with the account? Are we looking to retain it? Acquire it? Grow it?

• Account-based marketing (ABM) focuses on the needs and opportunity in a single account or a group of named accounts
• Service companies are expanding their ABM capabilities to meet market demand
• Technology developments are erasing concerns about ABM as a manual, resource-intensive effort that can’t scale

Account planning is one of the biggest challenge faced by ABM marketers. How to get account planning right? Find out more.

What are the best practices in ABM marketing? Find out the three key themes that emerged in the SiriusDecisions recent roundtable.

“The longest journey begins with the first step.” This expression is typically used as inspiration for people who face a potentially lengthy process or initiative and are a little uncertain about how to start. When it comes to account planning in account-based marketing (ABM), this can be very good advice. The trouble with many account […]

The 2013-2014 University of Connecticut men’s basketball team is a perfect manifestation of the saying “the whole is greater than the sum of its parts.” While the team was certainly talented, UConn had one of the most unexpected runs in college basketball history, becoming the first no. 7 seed to win an NCAA National Championship. […]

Congratulations! You have just been given responsibility for the new account-based marketing (ABM) program. This is a fantastic opportunity to expand your marketing skills and increase your visibility within the sales and marketing organizations, not to mention show some great results from marketing with key accounts. Now what will you do to make ABM successful? […]

Although account-based marketing isn’t easy to execute, it proves significant value! ABM focuses on specific accounts most likely to support growth.

The word “computer” once meant “a person who makes calculations, especially with a calculating machine.” That definition is now out of date; today, dictionaries define a computer as “an electronic device for storing and processing data, typically in binary form, according to instructions in a variable program.” Similarly, the term “marketing automation” once referred to […]

As marketing functions are increasingly challenged to do more with less, fill the pipeline with quality leads (vs. quantity) and accelerate existing pipeline deals, B2B marketers are exploring how an ABM approach can help. While ABM can help produce the aforementioned benefits, you can’t just “flip the switch” and begin doing ABM. Among other things, building a successful ABM practice requires proper planning, alignment, communication and a substantive change in mindset.

Knowledge is power! Account-based marketers must gain an understanding of industry challenges and how their company uniquely solves them in order to create an effective go-to-market strategy.

Here’s another installment of haikus dedicated to B2B sales and marketing. This edition takes its inspiration from account-based marketing, which identifies the insights, integrated marketing initiatives and sales alignment requirements to deliver and measure impact with target groups of customers and prospects.

Selecting a new event management software vendor? We have compiled a list of specific features to evaluate when going through the software evaluation process.

ABM may be a trend everyone’s following, or it may seem to make such perfect sense for the business that it doesn’t require defending. However, there will come a day when ABM’s value will need to be put in concrete terms.

Many organizations want to launch an Account-Based Marketing initiative, but are unsure about the first step. Although each organization’s first step will depend on particular objectives, we have a few common steps for the path to ABM success.

We are often asked what account-based marketing (ABM) should look like, but the answer depends on the company looking to do it. That’s because ABM isn’t one strategy. There are four different types to consider. Depending on a company’s size, go-to-market model and business goals, some or all of these may apply. ABM models are prioritized based on seller and customer needs. To define your organization’s ABM needs, review these four options.

Account-based marketing (ABM) requires that marketers deliver results against specific kinds of goals in a more defined universe. That means the infrastructure and process that’s in place for traditional, broad-based demand won’t work without modification. On the bright side, traditional models can serve as a starting point, and with some adjustments, both models can live in harmony. Here are four operational areas impacted by a shift to ABM.

Marketing Riddle: When is account-based marketing (ABM) not account-based? Answer: When it becomes one-size-fits-all and has nothing to do with actual accounts. Many marketing organizations don’t set aside much in the way of dedicated resources for ABM. So it’s no surprise that many of these budget- and bandwidth-challenged marketing folks wonder how to get some […]