Account-Based Marketing (ABM)

The convergence of ABM and Demand Gen has proven to be a game-changer, not just for the marketing team, but for all the other revenue teams....

Joel Capperella, VP of Marketing at Workiva, joins us to share his insights on why taking a human-first approach with ABM will make your approach more cost-efficient and effective in the long term....

With the economy cooling down, the customer base is the ultimate shock absorber, allowing companies to keep growing even when new buyers are harder to come by and sales cycles elongate. It is no wonder that NRR and NDR are considered leading indicators of value for SaaS companies....

The ABM approach has transformed how many B2B brands operate. But are you potentially missing the mark as a CMO if you're thinking about your accounts-based approach purely as marketing's responsibility?...

True alignment is key to success. When marketing and sales are on the same page, they can work together to identify and target high-value accounts that are most likely to convert into customers....

To get started with ABM, you need the ABM tech stack, right? Wrong! And according to our guest, Kristina Jaramillo, Founder of Personal ABM, approaching ABM that way can have negative long-term implications for your entire ABM strategy....

Many have forgotten the principles of ABM and how it needs to be hyper-personal to the account, the individual buying committees, and to the human buyers themselves....