Category: Account-Based Marketing
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SiriusDecisions recently published an e-book that describes some of the major findings from its 2019 State of Account-Based Marketing Study. The 2019 study involved 120 “ABM leaders” drawn from several industries. Forty-two percent of the study respondents had been running “full” ABM programs for more than a year, while 58% were still running pilot programs.…
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Demand Gen Report recently published a white paper describing the benefits of using look-alike modeling powered by artificial intelligence (AI) to improve lead generation performance. The white paper argues that B2B marketers can use “AI-fueled” look-alike modeling to get more qualified leads that convert at higher rates. The principles underlying look-alike modeling aren’t new. For…
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Some pundits contend that account-based marketing will create better alignment between marketing and sales. In reality, ABM can be a catalyst for improving sales-marketing alignment, but it won’t cause such improved alignment to magically materialize. The adoption of ABM will quickly uncover weaknesses in the relationship between your marketing and sales teams, and that’s a…
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Account-based marketing was one of the most significant trends in B2B marketing in 2018. It has been the primary focus of numerous conferences and webinars, and the subject of dozens of articles and blog posts. ABM was also addressed in several research studies during 2018, and with less than two months remaining in the year,…
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In an earlier post, I explained why most companies should look first to existing customers when selecting ABM accounts. There are two main reasons for giving priority to existing customers. First, many B2B companies have a small group of customers that produce a large percentage of total revenue and are therefore critical to the company’s…
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Account-based marketing is often described as an effective way to acquire new customers. And that description is accurate. But ABM is also a powerful tool for growing relationships with existing customers you can’t afford to lose. One reason for the growing popularity of account-based marketing is the widely-held belief that it can dramatically improve the…
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A few weeks ago, I published a post that discussed how to weaken the grip of the status quo. When your objective is to acquire new customers, the status quo is often your toughest competitor because most potential buyers have an inherent preference for their existing methods and processes. In most cases, no sale can…
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With account-based marketing sweeping across the B2B marketing landscape like an out-of-control wildfire, it was only a matter of time until we started seeing full-length books on the topic. One of the best is A Practitioner’s Guide to Account-Based Marketing by Bev Burgess with Dave Munn published earlier this year. Bev Burgess is a Senior…