Latane Conant is CMO of ABM platform 6sense. We caught up with her to find out more about the way she works, and how 6sense is working to change B2B marketing. Read on for Latane’s thoughts on skills, tools and metrics, as well as advice for anyone running a marketing team. Please describe your job: […]
Account-based marketing (ABM) is getting a lot of interest from marketers in B2B as a strategy that radically upends and refocuses the way that businesses approach marketing outreach. Essentially, account-based marketing – as the name implies – focuses marketers’ efforts on the accounts that matter most. Rather than casting as wide a net as possible with
How does content strategy fit with account-based marketing (ABM)? – Econsultancy Read More »
Account-based marketing (ABM) – it’s the hottest thing in B2B and involves identifying key prospect contacts and treating them as a market of one (with appropriate content, contact strategy and messaging). Demandbase is one of the big players in ABM and, this week, we’ve been speaking to Jessica Fewless, their VP of ABM Strategy. Here’s
A day in the life of… VP of ABM Strategy at Demandbase – Econsultancy Read More »
We can do wonderful things with marketing technology these days. Thanks to innovations like lead tracking tools, customer relationship management (CRM) systems, data collection and automation, people working in sales, marketing and advertising have an unprecedented ability to understand who is visiting their product or website – and target them with precision. However, it isn’t
How not to do sales emails (please stop stalking me) – Econsultancy Read More »
Account-based marketing (ABM) is a hot term as of late, with B2B marketers seeing it as somewhat of a panacea given the amount of noise in the market – particularly within the battleground of the inbox. Last week I hosted a session with Tessa Barron from ON24 on using webinars for account-based marketing (you can also
Why is account-based marketing so important right now? – Econsultancy Read More »
Without good account selection, account based marketing is a rather expensive exercise resulting in a lot of hot air and little else. With B2B marketers rapidly adopting account based marketing strategies, approaching account selection right from the beginning is increasingly important. The first list is often straightforward to pull together. After all everyone has a
Three tips for account selection strategy – Econsultancy Read More »
Customization is trending right now in marketing, and it’s not just for B2C. B2B marketers, too, are tossing out “one-size-fits-all” marketing approaches in favor of something a little more personal. One approach that takes the target into consideration, rather than applying the same strategies for every lead, is account-based marketing (ABM). Let’s look at what it
How Account-Based Marketing (ABM) Can Significantly Grow Your Business Revenue Read More »
In the world of digital marketing, new terms and buzzwords are thrown around all the time. One that seems to be surviving and thriving past the initial hype is “account-based marketing,” or, as many call it, “ABM.” Businesses all over the world are putting ABM into practice and they’re seeing results. According to SiriusDecisions’ 2016
How Marketing Automation Can Super-Charge Your Account-Based Marketing Strategy Read More »
