Topic | Account Based Marketing

Account based marketing (ABM) is no longer just an option. It is a critical component of every B2B marketer’s toolbox.

Falling into traditional, lead-focused marketing and sales tactics is easy when spinning up an ABM strategy, but it’s important to remember ABM is the antithesis of classic lead-generation programs. How do you fight the temptation to revert to the norm? You focus on value on a more intimate scale.

There are different account based marketing (ABM) models that apply based a company’s customer base and needs.

Companies that are truly ABM-focused will need marketers focused not on lead generation but on creating content geared to specific target accounts.

Needless to say, launching an ABM program doesn’t happen overnight. Here’s four steps to make ABM an integral part of your daily operations.

Why is (ABM) so hot? More and more companies know that while B2B marketing still has a place for B2C-style branding and awareness, demand gen is vital.

Want to get started in account based marketing? Make sure your sales and marketing are aligned about which accounts are your top accounts and why.

Setting your priorities, knowing what to measure and getting buy in from the entire organization is essential for implementing account based marketing.

Here's three key tips on metrics, alignment and scale to get your organization started on a strong account based marketing plan.

Account based marketing starts with the right information on accounts. Here's what you need to chart the anatomy of your best prospects.