The competition for your customers’ and prospects’ time has never been fiercer; to compete, you need to differentiate. It’s no surprise then, that marketers are increasingly turning to ABM to get a competitive advantage and help them capture critical clients. The most...read more
5 tips that’ll make your ABM campaigns way better and your life as a marketer a lot easier For any account-based marketing initiative to be successful, it’s essential that sales and marketing collaborate right from the start: because let’s face it, never before has...read more
By Carmen Hill, an award-winning B2B content strategist and member of the ALIAS Partners Collective Account-based marketing (ABM) and content marketing (CM) go together like strawberries and cream. ABM prioritises companies that fit your ideal customer profile, and CM...read more
Account selection is without a doubt the single most important step in the ABM process. As one of the first steps, it has an impact on the efficacy of every subsequent step. Get it wrong and there is no engagement strategy, content or tactic that will right the wrong....read more
I recently read an excellent article by Samuel Scott, in which he suggested that ABM could be fundamentally flawed. He raised two problems he believed were inherent to ABM: Firstly, Scott suggests that by targeting and tracking individuals so that they can deliver...read more
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