Account-based marketing (ABM) not only helps organizations create seamless collaboration between sales and marketing, it can also serve as the centerpiece of a dedicated business strategy to capture new business and drive revenues from previously impenetrable accounts. HP Inc.’s success with ABM drove impressive revenue and earned new respect for marketing and ABM across the organization.
September 12, 2019 Read moreStrengthening relationships and collaborating more closely with top accounts is more important than ever. Not only do our top-tier existing accounts provide a disproportionate share of revenue (which we need to defend!), they are typically our primary partners in developing new solutions, providing valuable references, and giving us deep insight into fast-changing market trends and priorities.
August 13, 2019 Read moreWe’re excited to reveal a new ABM measurement framework and dashboard developed in partnership with ABM specialists, Agent3. Tracking and reporting on the impact of their programs remains one of the top challenges facing ABM leaders, and this collaboration brings together the best of ITSMA’s research and insight with Agent3’s experience and technical capabilities to help meet that challenge.
June 20, 2019 Read moreTechConnectr podcast interview with ITSMA’s Rob Leavitt on ABM’s past, present, and future; highlights include a look back at the early days of ABM, current best practices, and what’s next as companies move to blended ABM strategies and programs.
May 9, 2019 Read moreLearn about HP’s 2018 diamond award-winning program Deepening Engagements and Accelerating Growth among Cold, Dead, and Hostile Accounts in the Deepening Engagement with Account-Based Marketing category. Hear about their Account-Based Marketing program that engaged 77% of previously “cold, dead, and hostile” accounts in multi-touch campaigns, representing over a billion dollars in pipeline of net-new opportunities with 12% converted into won business.
April 2, 2019 Read moreB2B companies are demonstrating innovation in ABM to get even better returns. The ABM program at the digital workflows enterprise, ServiceNow, is a good example. ServiceNow, recently ranked first in the 2018 Forbes Most Innovative Companies list, is integrating a multi-layered ABM approach into the very heart of their customer success-led corporate strategy.
March 4, 2019 Read moreJoin ITSMA’s SVP, Rob Leavitt, as part of Drift’s panel of pros in this webcast to discuss three of the hottest demand gen channels in B2B marketing today: ABM, intent data, and conversational marketing.
February 12, 2019 Read moreAccording to our Raising the Game with ABM: 2018 ABM Benchmark Study, done in conjunction with the ABM Leadership Alliance, 77% of respondents saw a 10% or more return on investment (ROI) from their ABM programs compared to more traditional marketing activity. For some, it had an even bigger impact: 45% replied that ROI had more than doubled. The study finds that implementing ABM produces broader business benefits as well, including greater customer success, more advocates, and a surge in innovation.
November 5, 2018 Read moreWhat will be the potential impact of powerful economic, technological, and social trends on how we operate? We recently brought together a group of senior executives from companies with advanced ABM programs, including Accenture, BT, DXC Technology, Fujitsu, Microsoft, and O2, to brainstorm ABM’s future.
October 11, 2018 Read moreSocial media is now an essential part of nearly every marketer’s tool box. But what’s the role for social specifically in account-based marketing (ABM)? ITSMA’s Rob Leavitt explores how companies are using social media to get closer to top priority customers—and accelerate ABM development and results.
May 11, 2018 Read moreITSMA podcast, Practicing ABM, jointly produced with MomentumABM, digs into the opportunities and challenges of using social media to strengthen account-based marketing, with discussion on issues including account selection, engaging with key accounts, training for social media, metrics, and more.
April 10, 2018 Read moreLatest research publications from ITSMA, including ITSMA’s Marketing Transformation Maturity Model, webcast on customer experience and success, 2018 services marketing budget study, Malcolm Frank viewpoint on AI and marketing, and case study on IBM’s “new work of marketing.”
March 28, 2018 Read moreSubscribe to our newsletter for the latest insight, research and event news.
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