The Dun & Bradstreet, Inc. has published a free ebook titled ‘Account-Based Marketing: The Art of the Start’. Dun & Bradstreet team says, “One of the biggest roadblocks to winning with ABM is access to data and the ability to leverage that data for increased insight and account selection. With insights from more than 100 B2B marketers, The Art of the Start, includes tips from sales and marketing leaders who have successfully executed their own ABM campaigns. Highlights include: The State of ABM – how B2B companies currently address ABM Data Challenges –... [...]

AJ Wilcox says, “This week, LinkedIn released a fantastic new feature to their ads product that is an absolute game-changer for business-to-business companies. It’s called Account Targeting, and it allows you to upload a list of up to 300,000 company names and target ads to only those companies. Here’s a story to illustrate the power of this new functionality: I walked into a marketing team meeting and immediately knew there was a problem. The team was close to hitting their goal, but trending behind the curve, and it looked like we might miss it. The CMO made the decision to dump more... [...]

Ann Gynn says, “To market its webinar, InsightSquared went the extra mile. It bought 248 copies of the presenter’s book. The author autographed the books with an invitation to attend the webinar. Each one included a bookmark with a URL to register. Then, the company targeted everybody who visited its website with the same domain as an invitee. Webinar day arrived. Six people attended. A complete content marketing disaster. But at the end of the quarter, the book-invitation webinar campaign was the most effective one to influence the deals that got done”. Account-Based Marketing:... [...]

Kristina Jaramillo says, “Many social media and social selling experts say volume is the key to success on social media platforms, including LinkedIn. In an article in Content Marketing Institute’s magazine, Jonathan Crossfield compares that scattershot, shotgun method to a realtor’s flyer-marketing efforts. He talks about how once a week his mailbox contains at least one real estate flyer that mentions a recently sold house in his area and asks whether he has considered selling his home. Now, Jonathan is renting, so I’m sure his landlord would have something to say about... [...]

Kristie Colby says, “Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70 percent of B2B companies had staff dedicated to ABM programs, compared to just 20 percent the previous year, according to a study by SiriusDecisions. In 2017, B2B marketers are looking to refine their approach, leverage new tools, and better focus their investment on critical key accounts. The concept of ABM hinges on the convergence of Sales and Marketing — two historically divided sectors — working together to define key accounts... [...]