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4 common account-based marketing (ABM) mistakes, and how to fix them
Account-based marketing (ABM) is hot. Some 92% of marketers believe ABM is very important, and 72% of businesses increased their ABM budgets in 2017, with an average increase of 23.5%. Yet, 80% of marketers find ABM less effective than they expected. Why? As with any...
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How to measure ABM: The rise of MQAs as meaningful metrics
First posted on the B2B Marketing blog “Don't count the people that you reach, reach the people who count” - David Ogilvy Although this quote is many decades old, never has it been more relevant than in the era of account-based marketing (ABM). ABM is about quality,...
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Why the sales and marketing partnership is the CMO’s responsibility
The first in our collection, We Need New Marketing Heroes As Sales and Marketing alignment becomes an ever-hotter topic, who better to provide a balanced view and valuable advice than a dynamic marketing leader who for most of her career carried a sales title. In 2014...
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GDPR and Account-based Marketing: Implications & Practical Recommendations
By now we are all well aware General Data Protection Regulation (GDPR) is coming (May 2018). However, far too many companies are still lagging behind. Research and advisory firm Gartner predicts more than half of impacted companies will still be non-compliant with the...
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3 Influences on Account-Based Marketing in 2018
1. Account-based Approach To Content Marketing The effectiveness of content marketing has led to a stellar rise in popularity and wholesale adoption of content creation, unfortunately, more often than not, with sporadic focus on the strategy underpinning it. This, in...
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3 Things I Learned About ABM in the UK at the Account-Based Marketing Conference
Last Thursday saw ALIAS co-sponsor B2B Marketing's first Account-Based Everything conference. Great topic. Great event. By all accounts one of B2B Marketing’s most successful events to date - not surprising given the popularity of account-based marketing at the moment...
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Creative purpose-built for account-based marketing: Part 1 of 2
There’s much discussion at the moment about the need for sales and marketing alignment, about the technology/the tools available to support ABM strategies, about the need to change success metrics from a traditional lead gen approach. I want to focus your attention...
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Oracle OpenWorld, Automation, Friday Cars and Account-based Marketing
On our approach to the Moscone Centre, the primary focus of this year’s Oracle OpenWorld conference, couldn’t be clearer: automation. Perhaps it was the ginormous banner stretched across the building blazoning Oracle’s claim of ‘The World’s First Automated Database’....
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Account-based Marketing Is Not a Hot Fashion
Marketing is not delivering what sales has always known: It’s not just what you sell but what else you bring to the relationship. [bctt tweet="Marketing is not delivering what sales has always known: It’s not just what you sell but what else you bring to the...
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Lego & The Building Blocks of Content Marketing
In the 80’s my brother’s and my Lego collection was legendary…in our village. Little did we know the Danish toymaker's success was about to come tumbling down. Donkey Kong and the handheld console, followed by Atari, the ZX Spectrum and, later, the Playstation and...
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