Welcome to the first installment of Triblio’s Account-Based Sales Series where we’ll be covering how sales teams can use ABM to win deals and become more productive. For me, productivity doesn’t hit until I’ve had my morning cup of coffee. In comparison, I like to think about ABM as a cup of coffee for sales. Using an ABM strategy will provide your sales team with the fuel they need to get the needle moving on pipeline, and here’s how. 1. ABM Creates A Shortened Sales Cycle One way ABM acts as a shot of espresso is by shortening your sales cycle. Harvard University found that at least 25% of B ..read more

Positive change and adaptation come to mind when we think of 2022. The Greek philosopher Heraclitus once said we can’t step into the same river twice. The water is flowing and the river changes moment to moment. Much like our digital world, if you stepped into it two years ago or even just a few months ago and reentered sometime later, you may feel lost.  B2B Marketing continues to evolve and integrate with the latest digital technology, so we decided to put together a list of three trends to inform your ABM program in the new year. We delve into how these trends, driven by technological ..read more

When we last surveyed B2B technology marketers around the world in 2021, the positive impact of account-based marketing (ABM) was already clear. Although one-third of respondent organisations had been practising ABM for less than a year, six out of 10 told us that ABM was already “extremely important” to marketing performance in their organisation. For many tech marketers, 2021 has been the year in which they worked to master the nuances of running ABM programs efficiently, at scale. We know where the most effort has been expended, largely because tech marketers told us about their biggest cha ..read more

The most experienced ABM marketers usually start out with one or two marketing technologies as they build their first ABM campaigns and prove the value of the account based model to their organisation. Marketing automation platforms have long been a valuable component of these tech stacks, and without doubt, email is still a vital communication channel in ABM. Most of the big marketing automation platforms now also accommodate some aspects of account based marketing functionality (including the use of intent data and personalisation). In general, though, marketing automation platforms retain t ..read more

The year in review season is upon us, and I spent over a week’s worth of my 2021 streaming Taylor Swift. Thanks, Spotify Wrapped – I might have slept sounder without that stat. As we head into the end of 2021, Triblio is unwrapping its year in review. ABM Unwrapped is breaking down some of our favorite moments throughout this year (in no particular order), and we can’t thank our customers enough for coming along for the ride. Orchestration Canvas Launch  In May we launched the first visual ABM Campaign Builder, Orchestration Canvas. The Orchestration Canvas is a powerful new extension to ..read more

You made it to our final installment of the ABM Crash Course Series! If you’ve made it this far, congrats! Missed any of our other crash courses? No problem, you can get all the valuable ABM campaign insights from previous crash courses on our content hub. In today’s crash course, we’re going to cover everything you need to know to optimize your ABM program with orchestrated campaigns.  What is Orchestration? Orchestration takes all of your campaign’s moving pieces and creates a more efficient approach to executing ABM campaigns. Orchestration encompasses everything – from building a ..read more

A comprehensive guide to account-based intent data  Intent data has been an ABM buzzword for quite some time and is a major player in modern account-based campaigns’ ability to boost results and move the needle on pipeline. Understanding how to get the most out of intent will pay dividends in your overall ABM strategy. According to a Gartner Emerging Technology Analysis, by the end of 2022, more than 70% of B2B marketers will use intent data to amplify their ABM strategies.  In this ABM Campaign Crash Course, we’re going to introduce intent data and provide a step-by-step guide for B ..read more

Welcome to the third installment of our ABM Crash Course series. In part one we covered launching successful display ad campaigns, and in part two we discussed delivering a personalized experience. In this post, we’re going to dive deeper into ABM campaign success and discuss sales activation. Let’s get right into the conversation and learn how to equip sales and marketing teams with the tools, techniques, and insights to move the needle on pipeline.  What is Sales Activation? Sales activation is the who, what, and why insights that sales reps use for a more effective and automated appro ..read more

Welcome to the second installment of our ABM Campaign Crash Course series. In our premiere post, we had an in-depth discussion and a step-by-step guide on display ads. Today’s course is going to get personal. Don’t worry, no deep dark secrets, just our in-depth look at ABM content personalization and a few secrets on how to leverage personalization for optimal campaign results. What is personalization? Personalization is the practice of creating relevant and customized content that speaks directly to your target audience. Instead of one-size-fits-all content, personalization allows you to mak ..read more

IDG Research Reveals Extraordinary Adoption of ABM in the Tech Industry A recent survey of marketing professionals worldwide undertaken by Triblio and its parent company IDG, reveals for the first time the extraordinary scale and momentum of ABM adoption in the technology industry itself.  Here are some of the most striking findings from the IDG Triblio survey 97% of technology marketers describe ABM as very important or extremely important in achieving their overall marketing objectives. In every territory studied, marketing organisations are now spending more on ABM than on “traditiona ..read more