ABM: Account-Based Marketing

Marketing analytics platform CaliberMind launches ABM Converter

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Marketing, Marketing Tools, Marketing Tools: General / Good To SEO

Over the last few years, a variety of vendors have offered account-based marketing (ABM) capabilities as standalones or as additions to their existing platforms. While ABM uses spears, the metaphor goes, traditional lead-based sales uses nets. In ABM, salespeople develop approaches, for instance, toward different IBM departments, focusing on their specific histories, needs and decision-making […]

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How to create, operationalize and maintain a target account list

A-From MTT, ABM: Account-Based Marketing, Analytics, Channel: Martech: Marketing, Martech Column / Good To SEO

One of the biggest misconceptions people have about Account-Based Marketing (ABM) is that it takes a lot of work to get an ABM program off the ground. Too often, B2B marketers are scared off by consultants telling them that they need six months to undergo a change management exercise or an army of contractors or

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3 steps to mastering account-based measurement

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Analytics & Data, Martech Column, SEO BLOG / Good To SEO

When it comes to Account-Based Marketing (ABM) measurement, there’s good news and there’s bad news. The good news is that we have the ability to measure everything. The bad news is that we have the ability to measure everything. Whether it’s information flowing from your website analytics tool or from your customer relationship management (CRM)

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6 ways ABM turns classical lead scoring on its head

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Sales, Martech Column, SEO BLOG / Good To SEO

One of the most amazing things about the Account-Based Marketing (ABM) revolution is that it’s really, finally, bringing sales and marketing teams together. That’s because ABM focuses both teams on exactly the same objective: improved sales results from a defined set of accounts. And while ABM can benefit from many of the tools in your total

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Marketo buys Bizible, adds ‘deeper attribution’ to its engagement platform

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Marketing, Internet Marketing Industry: Acquisitions, marketing automation, Marketing Tools, SEO BLOG / Good To SEO

Marketo has acquired performance management software Bizible, the company announced Monday at its annual conference, the Marketing Nation Summit. The merger brings together two companies that are well-known in the industry for the services they provide. Marketo is an enterprise-level marketing automation provider, and Bizible is known for its ability to provide attribution for conversions

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Here’s why 6sense bought ZenIQ

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Marketing, Marketing Tools, Marketing Tools: Analytics, Martech: Predictive Marketing, SEO BLOG / Good To SEO

6sense, which helps marketers generate and manage B2B leads and accounts, announced earlier this week it has completed the purchase of ZenIQ, which also helps marketers manage leads and accounts. The question is: What does 6sense get from the acquisition that it didn’t have already? “We were looking to complete our platform,” 6sense CEO Jason

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Madison Logic becomes bidirectional with marketing automation by integrating with Marketo

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Marketing, SEO BLOG / Good To SEO

New York City-based Madison Logic tracks “intent signals” from corporate users — as well as technographics, cross-device IDs and marketers’ first-party data — and then uses those signals for the targeting of ads or content to their interests. For instance, two people from the same company may download a white paper about a new kind

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Why ABM has become a critical strategy for B2B marketers

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Marketing, Martech Column, Martech: Marketing, SEO BLOG / Good To SEO

At least 62 percent of B2B companies surveyed this year have a full Account-Based Marketing (ABM) program in place, compared with 41 percent in 2016, according to SiriusDecisions. Those who have found religion when it comes to ABM would even say it’s mission-critical. That same SiriusDecisions survey reports that 91 percent of the respondents stated

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Artificial intelligence is changing the rules of account identification

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Content, Martech Column, SEO BLOG / Good To SEO

We’re on the verge of a whole new world when it comes to Account-Based Marketing (ABM). Just when it seemed like marketers were getting the hang of ABM, advancements in technology are flipping traditional account-based tactics on their head. In the past year or so, we’ve seen artificial intelligence (AI) technologies swoop in and really

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How to approach your B2B marketing like an NFL quarterback

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Management, Martech Column, SEO BLOG / Good To SEO

As a New York Giants fan, I can’t wait for the NFL season to start in September. There’s something amazing about watching a quarterback like Eli Manning call a play and then suddenly seeing the team perform in perfect unison (maybe not always!) to advance on the field toward the end zone. As competition heats

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