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  • Flip It, Turn It, 'Bop It!' The Traditional Marketing/Sales Funnel Is Out, So What Really Works?

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    The traditional marketing and sales funnel doesn't reflect how most B2B sales works these days--how buyers behave and how purchasing decisions are made. Here's how to win in the new environment.

  • Six Things Stalling Your Account-Based Marketing Strategy, and How to Fix Them

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Account-based marketing isn't new, but many marketers still run into issues with implementation and performance. Here are six common ABM problems--and their solutions.

  • Why ABM Isn't Working (And How to Fix It)

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Account-Based Marketing

    Account-based marketing may seem like a panacea, but the reality is that marketers often don't trust their own data—which makes your ABM program ineffective. These three steps can make your data more usable.

  • Lead Management Process for ABM Is Not What You Think It Is: Six Key Differences

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Your new ABM program will need a new lead management process: The parts may be similar to your current process, but they work differently for ABM.

  • The State of B2B Marketing Data Quality in 2018

    Chart

    CONTENT TYPE: Chart | TOPIC: Demand Generation

    B2B marketers increasingly believe data quality is key to successful campaigns but nearly half are not confident in the quality of their own data, according to recent research from Dun & Bradstreet.

  • How to Succeed With ABM

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Account-Based Marketing

    Account-Based Marketing: it may be a strategy with a long history, but today's campaigns are more sophisticated than ever. Persistent identification—connecting people to accounts throughout the customer journey so you know who to target and when—is your key to success. Sponsored by Dun & Bradstreet.

  • Your Three-Step Approach to Account-Based Marketing Success

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    ABM is not a new strategy by any means, but more and more B2B marketers are embracing it, in part because they're dissatisfied with their current lead generation programs. But don't get tangled up in the hype; success relies on a careful approach.

  • Account-Based Marketing

    Learning Path

    CONTENT TYPE: Learning Path | TOPIC: Account-Based Marketing

    A well-executed account-based marketing campaign gives you an edge over the competition. With deep insights into the needs and pain points of key decision-makers at your target accounts, you're able to deliver highly relevant, exceptionally personalized experiences that close the big sales.

  • How to Ensure ABM Success via Organizational Structure

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Many marketing organizations lack the organizational structure to energize and optimize an ABM strategy and program. In some ways, Marketing's traditional org chart may actually hinder ABM success.

  • The Secret to ABM Success: How to Use Private Investigator Skills to Build a Winning Program

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Pull out your magnifying glass and read on to learn how to dig up clues about accounts and create a winning ABM program.

  • Orchestrating and Communicating Your Account-Based Marketing Campaigns

    Course

    CONTENT TYPE: Course | TOPIC: Account-Based Marketing

    Developing an account-based marketing campaign is different from developing a traditional marketing campaign. With ABM, you are likely to create multiple campaigns for one target account, because clear communication across accounts is crucial to your success.

  • Planning Your Account-Based Marketing Efforts

    Course

    CONTENT TYPE: Course | TOPIC: Account-Based Marketing

    Get ready. Get set. And go start marketing! Wait... not so fast. First you need to connect with sales, gather insights, and start identifying the target accounts you'll be marketing to! Account-based marketing requires up-front planning to pull off the big long-term wins.

  • Creating Personalized Account-Based Marketing Programs

    Course

    CONTENT TYPE: Course | TOPIC: Account-Based Marketing

    For your account-based marketing campaigns to succeed, you need to take your content development up a notch. Deeper insights. Greater personalization. More sophistication. It's hard work, but wow does it pay off!

  • How Well Are You Connecting: Analyzing Engagement Across Target Accounts

    Course

    CONTENT TYPE: Course | TOPIC: Account-Based Marketing

    Collecting data, interpreting information, adjusting your course, and presenting information play a role in any marketing campaign. But precisely what you want to measure is just a little different with account-based marketing.

  • 30 Must-Know B2B Sales Prospecting Stats [Infographic]

    Chart

    CONTENT TYPE: Chart | TOPIC: Account-Based Marketing

    How do B2B buyers like to be contacted by salespeople? Which types of vendor content tend to capture attention best? When should B2B salespeople engage with potential buyers?

  • ABM, Martech Trends, and the Importance of Data Hygiene: DiscoverOrg's Katie Bullard on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Account-Based Marketing

    Katie Bullard, president at sales and marketing intelligence company DiscoverOrg, discusses account-based marketing, marketing technology, and the critical importance of cleaning your data.

  • Purchasing Buyer-Intent Data: A Marketer's Primer

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    If you had sonar that could pinpoint great B2B leads for you, you'd use it, right? That's what buyer intent data can do for your lead generation efforts, putting you far ahead of the competition.

  • The Secret to Account-Based Marketing Success

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    ABM does take time and effort, but the results can be extremely rewarding. These five steps (and one bonus tip) will walk you through how to set up your ABM program for success.

  • Why ABM and Inbound Don't Play Nice: Joe Chernov, InsightSquared CMO, on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Account-Based Marketing

    Joe Chernov, chief marketing officer at sales intelligence company InsightSquared, discusses why account-based marketing and inbound are often at odds, how brand marketing is coming back, and why 2018 is the year of customer marketing.

  • Account-Based Marketing Trends: Top Channels, Priorities, and Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Account-Based Marketing

    Marketers say personalized content is the most effective digital channel they use for engaging account-based marketing (ABM) accounts, according to recent research from Ascend2.