Content is the fuel necessary to drive a scaled ABM strategy I had the distinct pleasure to speak with Johan Sundstand, CEO at Freya News the other day. Actually, it we were both on vacation and our conversation spanned 12 hours of time change… my side being...
Today I published the first in a series of LinkedIn articles regarding Account Based Marketing. In the article today, I expanded upon the confusion that exists in the market regarding ABM, offered a concise definition (what is account based marketing), and offered a...
What does a well-thought-out deployment approach look like? In order to construct, deploy, measure and optimize an Account Based Marketing program, marketers need to consider 6 key capabilities: Account Selection – Identify specific accounts you’re going to target....
Through our research we found that high performing ABM programs are but a small fraction of all ABM programs but yield the majority of benefits. Ability to measure revenue impact – this is critical for demonstrating the value of ABM, and frankly, all of...
