ABM

Which Intent Data Use Case is Right for You? – B2B Marketing Article

Using intent data to fuel your marketing activities seems like a no-lose situation. It’s an opportunity to gain deeper insight into the behavior of individuals in your target audience. With that information at hand, you should be able to improve the effectiveness of your marketing activities. At least that’s the promise of quality intent data. It’s why about half of B2B companies are already investing in intent data to some extent. But intent data shouldn’t be used as a magic…

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How to ABM: Q&A with three leaders who literally wrote the book on it – Marketing Article

By Matt Heinz, President of Heinz Marketing Account-based marketing has emerged strongly over the past 2-3 years as a more disciplined, interactive way for sales and marketing to increase focus, conversion and velocity amongst their most important, strategic target accounts.  And until recently the best practices around ABM have been found primarily in blog posts, a few white papers and keynote presentations at the right conference. Earlier this spring, Demandbase published a complete, book-level guide to ABM.   It’s a great…

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The B2B Decision Making Unit (DMU); The Real Faces of Persuasion – B2B Marketing Article

Reading time: 4 minutes We kicked off our new B2B Marketing Mini Series on Segmentation with an article exploring 5 common pitfalls many Account based marketing (ABM) strategies fall down (read full article here). One main obstacle identified was the neglect to factor all the different members of the decision making unit (DMU) into your B2B marketing segmentation strategy. The Harvard Business Review estimates that “the number of people involved in B2B solutions purchases has climbed from an average of…

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The Secret to Building Better ABM Experiences – B2B Marketing Article

Marketers today struggle with endless possibilities when it comes to ABM programs. Who do they target? How do they measure what’s working? Are they aligned with sales? With 2019 around the corner it’s time to take your ABM experience to the next level. Join Ceros, Clari, and Madison Logic on December 6th at 2pm ET/11am PT as they break down the steps for planning, performing and perfecting ABM campaigns that simply rock! In the webinar, you’ll learn more about: The…

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