by Bonnie Crater | Nov 10, 2022 | Account Based Marketing, Account Based Marketing, Blog, Marketing, Marketing Best Practices, Marketing Update
Account-based marketing (ABM) has quickly become the predominant strategy for B2B marketers. B2B marketing operations are allocating a greater share of their budget to ABM because targeting accounts is more efficient than targeting people, but also because ABM...
by Bonnie Crater | Nov 10, 2022 | Account Based Marketing, Account Based Marketing, Blog, Marketing, Marketing Best Practices, Marketing Update
B2B marketers have been using account-based marketing (ABM) strategies for well over a decade, but several recent developments accelerated marketing’s shift to ABM, including the pandemic. HubSpot calculates 70% of marketers reported using ABM last year, a 15%...
by Bonnie Crater | Sep 30, 2022 | Account Based Marketing, Account Based Marketing, Blog, Marketing, Marketing Best Practices, Marketing Update
The growing popularity of account-based marketing among B2B marketers is well established — most B2B marketing teams have adopted an ABM strategy, though the maturity of the ABM model they use varies across marketing teams. If 2021 was the year of ABM marketing, 2022...
by Bonnie Crater | Sep 27, 2022 | Account Based Marketing, Account Based Marketing, Blog, Marketing, Marketing Best Practices, Marketing Update
The Forrester B2B Revenue Waterfall is an excellent framework for B2B sales because the sale can be complex and most involve groups of buyers. This waterfall focuses on opportunities within a set of targeted accounts instead of individuals, correlating to B2B...
by Bonnie Crater | Sep 22, 2022 | Account Based Marketing, Account Based Marketing, Blog, Marketing, Marketing Best Practices, Marketing Update
Intent data providers made account-based marketing (ABM) strategies practical to use at scale. It didn’t take long after that for the ABM approach to quickly become the go-to strategy for B2B marketers. The Forrester B2B Revenue Waterfall provides an excellent...
