The Latest from the Go-to-Market Experts
May 31, 2015
Top 10 Account-Based Marketing Resources You Should Read Today
We live and breathe account-based marketing here at Terminus, so we spend a lot of time exploring ABM content online. And we love it when others get excited about ABM too. We spend a lot of our time creating content about account-based marketing, we have decided to highlight ten great resources that are well worth checking out.
[Tweet “Check out the top 10 #ABM posts from around the web to get started with account-based marketing.”]
Author: Andrew Corselli, Direct Marketing News
Why we love it: This article highlights some great takeaways from SiriusDecisions’ 2015 State of Account-Based Marketing study. The best one? “Although 92% of companies acknowledge ABM’s value — with some even calling it a B2B marketing must-have — only 20% have had full programs in place for more than a year.”
[Tweet “92% of companies see the value of #ABM, but only 20% are using it. – @SiriusDecisions”]
Why we love it: This blog does a fantastic job of sharing the history of account-based marketing along with providing evidence for why the strategy is increasingly relevant today. Our favorite takeaway from this piece is from a research study conducted by LeanData that found that “85 percent [of those surveyed] stated that they are beginning or continuing to invest in account-based marketing initiatives.”
[Tweet “85% in @LeanData survey say they are beginning or continuing to invest in #ABM.”]
Why we love it: There is little argument that SiriusDecisions is a great source of research about all things B2B marketing — especially account-based marketing. In this post, Megan Heuer highlights that ABM takes concentrated effort and alignment between sales and marketing. Though there are technologies to help make this process easier, the strategy still must come from the human element: the marketer.
[Tweet “@megheuer shares why you should believe the #ABM hype (+ more great #B2Bmarketing resources)”]
Why we love it: One of the greatest challenges with implementing an account-based marketing strategy is simply deciding where to start. This easy read attempts to simplify the process for marketers and provides a good starting point for planning ABM campaigns. The best part is that it sets expectations around implementing an ABM program in both short-term and long-term. The reality of account-based marketing is that it takes time to implement, and results do not always come quickly. Marketo does a fantastic job of highlighting that here.
[Tweet “@Marketo sets realistic expectations around the reality of #ABM: results do not come overnight.”]
Why we love it: Much has been written about why B2B marketers should adopt account-based marketing and how they should implement it. Cheers to Kimbe McMaster at Vidyard for taking a different angle on this topic: ABM content creation. This blog post presents the innovative idea of creating a personalized landing page with a customized video message for each of your target accounts.
[Tweet “@Kimbe_Mac @Vidyard provides a unique perspective on the role of #ContentMarketing in #ABM.”]
Author: Ned Leutz, ZoomInfo
Why we love it: Ned Leutz of ZoomInfo does an outstanding job of presenting account-based marketing in a very visual format in this SlideShare. The deck walks you through the concept of ABM along with the necessary steps to implementing a strategy. It also includes a useful case study to illustrate the key points of the presentation. If you are short on time and want some quick ABM insights, this is definitely the best place to go.
[Tweet “@ZoomInfo gives the ABCs of #ABM strategy in this great SlideShare — plus more #B2B resources”]
Why we love it: This article presents how marketers can run account-based marketing programs at scale with innovative technologies. AdTech can truly help B2B marketers achieve the level of personalization that B2C marketers have been using for years now. Sweezey looks in to his crystal ball and predicts the future of B2B marketing as “a combination of 1:1 marketing and online advertising methodologies.”
[Tweet “Check out the role of #AdTech in #ABM with these 5 insights from @salesforce’s @msweezey.”]
Why we love it: This post highlights a provocative presentation given by Jon Miller, CEO of Engagio, about account-based marketing. During the presentation, Manuel Medina, CEO of Outreach.io, tweeted this:
— Manuel Medina (@medinism) February 27, 2015
After seeing this tweet, Craig Rosenberg tackles this issue head-on with a great post and proceeds to dive into a highly detailed explanation of account-based marketing.
[Tweet “@funnelholic explains the difference between #ABM & #OutboundSales in this post.”]
Why we love it: This post includes the complete SlideShare from Jon Miller’s presentation (mentioned above) along with ten tweetable takeaways. In Jon’s presentation, he defines areas where an account-based marketing strategy is most useful, and he proposes a three-step model for implementing ABM within your B2B organization.
[Tweet “@JonMiller of @Engagio shares an innovative 3-step model for implementing #ABM in this deck.”]
Author: Elisa Greene, Demandbase
Why we love it: The topic of this post is a study from Demandbase that resulted in some really cool findings. One of them was that “52 percent of respondents stated that they currently have ABM pilot programs in place.” Another interesting point was that “more than 60 percent of respondents said that they plan to invest in ABM technology within the next twelve months.” Both of these statistics truly speak to the rise of account-based marketing, and I can’t wait to see what the next year has in store!
[Tweet “52% of @Demandbase survey respondents currently have an #ABM program in place.”]
Here are two posts from around the web that I’ve written on the topic of account-based marketing.
This piece, which was published on Salesforce.com, highlights the necessity for marketers to incorporate account-based nurturing into their B2B marketing strategy.
Much has been written about account-based marketing strategies, but little has been written about how marketers can implement those at scale. In this post on the OpenView Labs blog, I share five ideas for how marketers can do just that.
Want to Learn More About Account-Based Marketing?
According to Forrester Research, less than 1% of leads convert to revenue. Account-based marketing can radically accelerate your pipeline and drive more revenue. I recently wrote a book called Account-Based Marketing for Dummies, which provides the strategies and tactics you need to know. Click here to download the first chapter for free.