Researched Benefits of Using Account-Based Marketing

The account-based approach to marketing and sales is cross-disciplinary, yet concentrated, optimizing the entire sales process. So what’s the buzz all about? Is ABM just a trend, or is it really changing the way that we sell for the better? Eric Wittlake, senior marketing analyst at TOPO, notes that early adopters are now reaping the […]

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Stop Selling Features. Start Selling Stories.

Have you ever wondered why it’s called a sales pitch? It’s always seemed like a sloppy term to me. “Pitching” makes it sound like we’re just throwing something out there in hopes prospects will catch it. In the most basic terms, we may be tossing out ideas or features or solutions, but ultimately describing it […]

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Predicting and Improving Your Account Win Rate

Different methods require different measures. When cooking, for example, we use different tools for measuring out dry ingredients and wet ingredients, because the type of tool we use will affect the outcome of our work. And the outcome in the kitchen often changes how we mix and measure the next time around. Sales is also […]

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Don't Lose the People When Targeting the Account

Sales is an epic journey. You make your way past a series of gatekeepers and challenges in order to reach the Great Decision Maker to strike up a deal. This journey can be exhausting, and by the time you get to the supposedly all-powerful decision maker, your work still isn’t done. In fact, a recent […]

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Preparing the Best Content for ABM Accounts

An account based marketing (ABM) approach allows marketing and sales to combine their efforts to target the highest-value accounts and create customized content. Some devoted segmenting and analysis make it easy to identify high-value accounts, and different types of data allow for the development of Ideal Customer Profiles. But what does it mean to have […]

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Why Account Based Selling is Necessary in 2019

The ABM Consortium recently released their predictions for the growth of ABM in 2019. The consortium, which is devoted to research and growth of Account Based Marketing and Selling strategies, took part in DemandGen’s 2019 report. ABM Consortium Founder Mark Ogne admits that the popularity of account based growth has been a “roller coaster,” but […]

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Building Your Ideal Customer Profile

Who is your ideal customer? No, really, think about it. We often quickly abandon our criteria for ideal clients at any prospect of a sale, but the truth is that a targeted approach often proves to be more effective. Account-based marketing, for example, continues to trend in the new year. And as a highly-focused approach, […]

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Who Should Use Account Based Marketing

Account-based marketing was an increasingly popular inquiry throughout 2018. And now, according to Google Trends, within these first few weeks of the year, interest levels in the topic are already close to reaching levels that were only peak points of the previous year. Account-based marketing, or ABM, has taken the business world by storm. While […]

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Brief Guide to Account Based Marketing

A recent study from SiriusDecisions revealed that more than 70% of B2B companies are committed to using Account Based Marketing, or ABM. Peter Isaacson, Chief Marketing Officer of DemandBase, describes the popularity of ABM as a “meteoric rise” of what has become the “growth strategy of choice because it drives the outcomes that really matter […]

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