Account Based Marketing (ABM)

Have you taken the right steps to make sure your ABM initiative achieves the results you expect? Use this checklist as a guide.

In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends.

B2B marketing is trending to more proactive, outbound strategies. However, B2B success also benefits from a foundation of inbound, always on marketing.

This event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. There were 6,500 attendees this year, here are my main observations from the week.

To be successful in driving engagement from business buyers, it’s not enough that marketing content be relevant to the individual reader, it needs to tell them something they don't already know.

Integrating multiple channels into your ABM sales play increases the chance of success. Here are 22 different types of touchpoints to consider.

To successfully generate leads - and customers - small companies need to out-think their bigger competition. Learn 5 key demand generation tips for marketing successfully on a start-up budget.

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days - but the most effective ABM campaigns share 4 common traits.

An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. Marketers capture demand vs. generate it.” What does that mean exactly?

In a B2B marketplace dominated by mobile users, responsive design may no longer be enough. Discover 13 steps to a more "mobile first" email strategy.

In the demand generation business, we often talk about “low bar” and “high bar” offers.  The bar in either case is the level of time, effort, and commitment required of the prospect or person.

In the headlong rush to Account-Based Marketing, many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water.

Steve Patti, former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience on Account-Based Marketing, ABM content, and the role branding and messaging play in ABM success.

An interesting question popped up in my LinkedIn feed this week: “Does anyone remember all those times we used ABM before it was called ABM?” The implication, Account-Based Marketing (ABM) isn’t new.