In recent years, Account Based Marketing (ABM) has proven its worthy place in a B2B marketing plan, with 87% of marketers stating that ABM outperforms other marketing activities[1].

 

This success is not easy and often does not happen overnight. The first step in achieving ABM success is selecting the right accounts, which means being able to spot who you shouldn’t be going after, just as much as you should.

 

We’ve included a few tips to make this a little clearer…

Topics: B2B Marketing Strategy, Account Based Marketing, B2B marketing ABM, customer insight, Key Account Selection, intent data, intent marketing

By now, any B2B marketer worth their salt understands the ins and outs of Account Based Marketing. But creating an outstanding ABM programme, one that exceeds every expectation and delivers exceptional results, is a challenge that many have yet to master. Outstanding ABM programmes go far beyond the typical frameworks of a marketing campaign, blending sales and marketing, rigorous research, and highly creative and targeted messaging to inspire, engage and wow each prospect.

Topics: B2B Team, B2B Marketing Planning, B2B marketing ABM, B2B Marketing Personalisation

With the new year nearly upon us, now is the time to ensure your 2021 plan is in tip top shape. This means you need to know what’s missing. From creating outstanding ABM campaigns, to ensuring your database is up to scratch, in this blog, we will explore the key tools, techniques and strategies that may be missing from your 2021 strategy…

Topics: B2B Database, B2B insights, Account Based Marketing, B2B Account Based Marketing, B2B Marketing Planning, B2B marketing ABM

With B2B marketers continuing to increase their budget allocation to ABM, it’s clear that this activity is here to stay. More than just a flash in the pan, account-based marketing is grounded in logic, hyper-personalisation and proven results – hence its popularity. However, with 3 tiers of activity to choose from, and a steep learning curve, it’s not always a straightforward process. There are a few fundamentals which will always remain the same though, and this blog will provide tips and ideas on a couple of these.

Topics: Account Based Marketing, B2B marketing ABM, b2b marketing blogs, B2B research

80% of marketers measuring ROI say that ABM outperforms other marketing investments*

For those of you still unsure as to the meaning of account based marketing (ABM), let me explain. Unlike the traditional method of marketing to a large target audience and then qualifying them in or out of further activities, ABM is much more focused. In fact, this activity is so focused, that any other method could be considered as a ‘spray and pray’ approach.

Topics: B2B Account Based Marketing, b2b abm, B2B marketing ABM

Every business will have at least an idea of which companies they’d love to work with – and this is the foundation of a ‘dream’ prospect list. However, there’s more to it than this, which is why it’s so important to carry out a comprehensive review process and use criteria to determine if a prospect company really is a ‘dream’.

Topics: B2B marketing, B2B marketing ABM, B2B dream prospects,, B2B dream prospects list