Every organization has a finite audience who hear their value propositions better… find it more valuable… are willing to pay more for it… and need it faster. Simplifying the cacophony of confusion in the market, ABM is nothing more or less than the strategy to identify, target, interact, and close business those companies. ABM isn’t a new superset of channels; it’s an element of everything you do, for a limited subset of companies. Yet, with this simplicity, we estimate that two-thirds of all B2B marketing leaders have yet to find a successful path. We see that this ..read more

It's a wrap! I said it last year but need to repeat it again this year... the B2B Marketing Exchange is the single best, most strategic B2B marketing event of the year. This year, the crowd was amazing... over 1,400 registered attendees, more than a 40% increase in marketing practitioners. This is really the measure that matters. So many events are swarms of vendors trying to sell to other vendors. Not so much here. Highlights of our trip to Scottsdale: The audience - Kudos to everyone... 300 people, packed house nearly every session Matt Senatore, SiriusDecisions - Always a great se ..read more

A behind the scenes story of our latest Feature Article in ABM In Action: For ABM, Data Is A Good Four-Letter Word.   Make it easy for Buyers to buy Meaningful data management processes provide significant value to your ability to measure and control your ABM program but perhaps the most meaning impact is that you can make it easier for buyers to buy. This sounds funny but is true. When you make your outreach more about target accounts and their needs, you're more likely to be "seen" and much more likely to be acted upon. Why? It's simple... you're letting people know that you have ex ..read more

Where's email in your Account Based Marketing Strategy? 59% of B2B Marketers rate email as effective for driving early stage engagement, 81% say it's effective at driving conversions later in the funnel. Let that sink in for a moment... Email marketing is one of the most widely adopted and effective channels a B2B marketer can use, yet it's glaringly absent in the best practice we see today. Top 10 lists, ABM jingles and thought leadership presentations, completely vacant. Wow! Two critical dimensions for this concern... As a primary communication channel... It produces a to ..read more

Data defines your greatest sales and marketing assets Targeting, personalization, measurement... what do these all have in common? Data. Specifically, ABM Data. Considering data to be a contact you purchase, an Intent Data signal you acquire or a marketing list to hammer upon misses the point. If your company has been in the market for more than a few years, chances are, you already have contacts, intent signals and companies lodged somewhere between platform silos in your tech stack. Data Myopia starts when marketers focus on expanding technical capabilities rather than organizing and ma ..read more

"A Light at the End of the Tunnel" The folks at Demand Gen Report asked us to contribute to their 2019 Account Based Marketing trends report just released in ABM In Action. Personally, I often times don’t like these stories because the advice is terrible, but the real value in a publication like ABM In Action is that they can find a collection of really knowledgeable thought leaders on a topic. This years article is a really good read. Overall, we see 2019 as a continuation of the rollercoaster we’ve seen recently but yet a budding start to a growing trend of increased ABM maturity. Incre ..read more

The ABM Paradox There have never been more ways to communicate with audiences, yet actual attention has become increasingly elusive. Among a proliferation of point solutions, what's missing is the ability to collect and normalize data across sales and marketing programs and channels, and to resolve those data against a persistent view of each target account and buying role. Without this, marketing will never connect to measured interaction or revenue impact. Rather, it will exist primarily to pursue channel-based marketing objectives based on volume and miss the opportunity to stimulat ..read more

Don't be silent, engage your Account Based Advertising vendor Let's start with the conclusion... this is a massive issue and one that B2B demand gen marketers are often not as familiar with as they should be. Do yourself a favor, read this post and then ask your vendors what they do to help monitor, identify and measure ad fraud. While nobody is perfect at solving this issue, only a few account-based advertising platforms do anything about it. Estimates indicate that non-human, bot traffic can be account for as much as 50% of ad impressions, even clicks and website traffic. Believe it o ..read more

Here's the backstory to our recent ABM In Action Article - ABM's Vanity Metric: Engagement While a lot of account based advertising vendors have declared "engagement" as the new objective, there's a lot more to this story than an exciting keynote presentation or infographic. One of the world's leading media research organization, Nielsen, has researched this exact claim for nearly a decade and have consistently determined that it's wrong. Reviewing billions of dollars of display ad spend, across the globe, they statistically determined that display ad clicks and resulting website visits ..read more

Demand Gen Report is 100% On Point! Would you like to drive a 14X increase in Account-Based Marketing response? My team deploys ABM programs that have achieved as much as a 14X increase within 2 weeks. How's that possible you say, my vendor told me to be patient and results are long term ideals for ABM. That's total BS! I'll start with a story... I once heard a PGA golfer present at a marketing conference. Sounds odd that a golfer would have business insight, but some 20 years later the presentation still rings in my head. His key point? He said that professional golfers play t ..read more