Fishing With Spears: All About Account-Based Marketing

May 26, 2015
Account-based marketing (ABM) is quickly becoming the next big thing in B2B marketing. In fact, the ITSMA says that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic. Period.” If you support sales teams selling six- and seven-figure deals, then this is the presentation for you! Download this presentation to see why ABM is generating so much buzz, and to get practical tips for launching or scaling your ABM programs. 1. How ABM is different from traditional demand generation (fishing with nets) 2. Best practices for understanding target accounts, orchestrating integrated account plans, and measuring the impact of your ABM efforts 3. The right ways to market to current customers for cross-sell and retention Key takeaways include: Account-based marketing coordinates personalized marketing and sales efforts to land and expand specific accounts ABM = focus = zero waste, better results ABM delivers the highest ROI of any B2B marketing strategy or tactic Great ABM requires great account knowledge Create content that the right people in your target companies actually like to read and share There is no magic campaign; success comes from a mix of integrated tactics The “law of large numbers” breaks down in account-based marketing; measure ABM success via engagement and lift
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Big 5 Metrics for Account-Based Marketing (ABM)
Big 5 Metrics for Account-Based Marketing (ABM)

The rise of account-based marketing is demanding new ways of thinking about marketing metrics. While leads ...

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