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Crawl. Walk. Run. A Phased Approach to Developing an Account-Based Strategy

Account-based Experience or ABX can feel like this impossibly huge, nebulous task, but it isn’t. Sometimes we can get so wrapped up in the insecurity that comes with exploring what’s new that we make it out to be more difficult or daunting than it truly is. If you would test the water before jumping in or test drive a car before you buy, then why wouldn’t...

Five Tricks for Increasing B2B Sales Velocity, from Katie Lang, VP of Mid-Market Sales

It comes as no surprise to anyone in Sales that there’s been a dip in the meetings we can generate when we use the same old tactics quarter after quarter. The activity is still there from reps, but conversion rates aren’t — and we aren’t booking as many meetings as we used to. So we’ve had to get creative with video and LinkedIn posts and have been...

Turned Up for STEPtember: Demandbase Employees Move for Cerebral Palsy Awareness

September isn’t just about back-to-school and Pumpkin Spice. The philanthropically-inclined may know this first month of fall by another name: STEPtember. For the uninitiated, STEPtember is a special time of year where we band together and work up a bit of a sweat to raise money that funds research for cerebral palsy.  Cerebral palsy awareness Cerebral...

Three Levels of Sales and Marketing Alignment Maturity

Traditional Go-to-Market (GTM) processes – and technologies – are built around the lead, the individual buyer who progresses along your funnel until becoming a Marketing Qualified Lead (MQL) and is then passed like a baton from Marketing to Sales. But in every complex B2B deal, there are many buyers involved: the decision-maker, the end user, the influencer,...

I’m Thinking Of… The Intersection of Inbound Marketing with ABM, With Kipp Bodnar

Inbound and account-based marketing have forever changed the way that we do business. These days, it is hard to imagine the marketing landscape without them, but as we look to the future and into the uncharted territory of a post-pandemic 2021, we have to ask ourselves what is next. As strong as inbound marketing and ABM are on their own, we need to...

How Technology Solutions Align to Account-Based Experience, for a Complete B2B Go-to-Market Strategy

Transitioning your company strategy into a holistic account-based approach can feel overwhelming at first, but it doesn’t have to. You have a key ally that you can leverage right from the start of your transition to Account-Based Experience (ABX): technology. To keep things simple, we put together an infographic that will help you extract as much information...

So Long, Baton Pass. Hello, Marketing and Sales Orchestration: The Play Metaphor

During the marketing automation era, Marketing and Sales alignment resembled a baton pass in a relay race. Marketing owned the top of the funnel, generating leads. Which they would then pass to Sales who, in turn, owned the deal close and post-sale growth. Although this linear model worked at the time (especially for simple lead-based go-to-market strategies),...

10 Reasons Why Every B2B Marketer Should Use Technographics for Account Segmentation

To most-effectively go after your target accounts, you have to define just how valuable their business is to you, and that means admitting that some of your accounts are more valuable than others. Some accounts have a higher propensity to purchase, others a profile strikingly similar to your most-valuable clients, and it’s our job as marketers to reach...

It’s Not Just Demand Generation – It’s Brand Generation

Most demand generation and account-based marketers tend not to think much about branding, which is unfortunate given that a consistent brand can increase revenue by up to 23 percent (Forbes). Indeed, your brand can have a massive impact on the success of all aspects of your go-to-market. And as I state in the The Clear & Complete Guide to Account-Based...

I’m Thinking Of… Sales Intelligence With Heidi Bamburg

How can I better understand my prospects’ and clients’ day-to-day? How do I get inside their heads so I can be helpful and not make them feel they’re being sold to? These are just some of the questions that keep many a salesperson up at night, but there’s an answer and it isn’t particularly new. Sales intelligence! Sales intelligence has been around...

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