Here's how most ABM programmes actually work: someone builds a target account list in a spreadsheet. The list gets uploaded into the marketing automation platform or the ABM tool. The same campaigns that were already running - the same nurture emails, the same content offers, the same webinar invitations - get filtered to only hit contacts at those accounts. The team calls it ABM. Leadership reports it as ABM. The ABM platform vendor counts it as adoption. But nothing about t

Account-based marketing (ABM) is a B2B strategy that focuses marketing and sales resources on a defined set of target accounts rather than casting a wide net across the entire market. Instead of generating as many leads as possible and qualifying them down, ABM starts with the accounts most likely to become high-value customers and builds tailored campaigns specifically for them. The fundamental shift is from volume to precision. Traditional demand generation asks "how many l

Demandbase has spent the last decade turning intent into something you can operate against: Account-level signals, real-time activation and a growing set of integrations that let marketing and sales act in unison.

But let’s be honest, most teams saying they do ABM are running wildly different programs. One company’s “ABM” might be five named accounts and a stack of handwritten notes; another’s could be 5,000 accounts in a programmatic ad engine that auto-inserts the company name into a banner ad and calls it “personalisation.”

A leader in digital experience and business application solutions, sought to enhance their 6Sense investment to better align with their Account-Based Marketing (ABM) strategy.

If your "personalization" is just dropping a first name into a generic email template, you're not nurturing leads - you're nurturing your unsubscribe rate.

This article dives into how ABM and LinkedIn go hand-in-hand, and how you can leverage social media to strengthen your intent targeting

You can have the best strategy and the strongest tech stack - but if your data is a mess, ABM success will always be out of reach

If your ABM reporting still revolves around MQLs, you’re missing key indicators...

Account-Based Marketing flips the traditional model on its head by prioritizing engagement at the account level rather than single leads

Here are the top five tips to ensure seamless team alignment for a successful ABM strategy.

B2B marketers struggle with determining which accounts to prioritize - we explore a structured approach to solving target account selection.

By developing detailed personas, businesses can align their messaging, content, and strategies with the specific needs of their customers

Without alignment, even the best ABM strategies will falter. In this article, we’ll delve deeply into the importance of team alignment.

This article explores the key benefits of integrating these ABM and MAPs and how they can transform your marketing efforts.

Misalignment between these teams can lead to inconsistent messaging, wasted resources, and missed opportunities.

The challenge lies not just in winning new accounts - but in keeping them engaged over the long term...

How can you effectively communicate the benefits of ABM and showcase its impact over time?

Navigate the complexities of data privacy laws while leveraging an ABM platform to drive your marketing efforts.