15-Point Checklist for Healthy Market Segmentation

Market segmentation is the art and science of identifying smaller groups in your Target Account List based on similar characteristics. The better you get at defining audiences around your best opportunities and moving them through the account journey, the better your business outcomes. Once you settle on an audience segmentation approach, put a critical...

2d

How to ABM Like a Boss (Part 4): Select Your Target Accounts

If you’re just digging your feet into ABM and looking for pointers on how to build a successful account-based strategy, then How to ABM Like a Boss is the definitive blog series for you. No need to read through a stack of posts from a dozen bloggers. This is it. It’s like reading an eBook but in an easier and more digestible way. The blog series covers...

3w

A New World for B2B: Demandbase and LiveRamp Provide Industry-Leading Identification & Targeting Solutions

The world of B2B has been undergoing a significant evolution. B2B buyers are increasingly behaving like consumers, and vendors are struggling with delivering personalized experiences to those buyers. Add to this a global economic slowdown, which has prolonged buying cycles, and the COVID-19 pandemic, which has halted traditional marketing approaches....

3w

Demandbase One: Fusing the Best of Inbound and ABM for Modern B2B Marketers

Fifteen years ago, inbound marketing and demand generation were revolutions in B2B go-to-market strategies. No more annoying customers with unwanted sales calls. No more wasting Sales’ time with leads that weren’t ready to speak with them. It was amazing! But it was also flawed. We had very little control over which companies and people came to us...

4w

The Passionate Vision That Created Demandbase One

In January of this year, before we had any idea what 2020 had in store, I met with Jon Miller, the founder of Marketo and Engagio, for coffee. Almost immediately, we realized that we should merge Demandbase and Engagio. That the combination of our two companies would be a huge hit for our customers and propel the category to a new stage of growth....

4w

What’s It Like To Use a Next-Gen ABM Platform?

A few years ago, I saw the future. It wasn’t the sort of vision where you wake up one day and you suddenly know that COVID-19 is going to bring the world to a grinding halt in 2020 (although that certainly would’ve been a useful vision to have). Instead, I simply looked around at the way B2B marketing was evolving and changing, and realized that the...

4w

What’s It Like To Use a Next-Gen ABM Platform?

A few years ago, I saw the future. It wasn’t the sort of vision where you wake up one day and you suddenly know that COVID-19 is going to bring the world to a grinding halt in 2020 (although that certainly would’ve been a useful vision to have). Instead, I simply looked around at the way B2B marketing was evolving and changing, and realized that the...

5w

How to ABM Like a Boss (Part 3): Get Your Data Ready

If you’re just digging your feet into ABM and looking for pointers on how to build a successful account-based strategy, then How to ABM Like a Boss is the definitive blog series for you. No need to read through a stack of posts from a dozen bloggers. This is it. It’s like reading an eBook but in an easier and more digestible way. The blog series covers...

Oct 2020

The Future of B2B is Changing. Are You Ready?

In the 14 years since I co-founded Marketo, the way companies buy B2B products has changed a lot. Even in the five short years since I started Engagio and the ABM movement took off, the landscape began to look completely different. And that was before Covid hit and we experienced an unprecedented shift to digital in all aspects of our lives. Yet despite...

Oct 2020

10 Step Checklist to Unify Sales & Marketing for ABM Success

If there is one golden rule to ensure success with Account-Based Marketing, it’s that silos don’t work. In an account-based world, landing the biggest, highest-value accounts can only be achieved when the revenue-generating disciplines of Sales and Marketing are unified. Here’s a worksheet to launch your ABM program and help your Sales and Marketing...

Oct 2020