Tag: Account-based marketing
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Nurturing and ABM Through the Eyes of a Salesperson: How New Approaches Make Your Job Easier and Deal Sizes Bigger
Nurturing and ABM Through the Eyes of a Salesperson: How New Approaches Make Your Job Easier and Deal Sizes Bigger During a meeting, your manager announces the introduction of two new approaches: Nurturing and ABM. Your first thought is most likely: “Great, marketing has invented something else. Now they’ll spam my ‘warm’ clients, and I’ll…
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How to Explain That ABM Is Neither Expensive Nor Complicated
How to Explain That ABM Is Neither Expensive Nor Complicated You have probably heard the abbreviation “ABM” at conferences or read about it in articles. Most likely, you got the impression that ABM is only for enterprise corporations. You immediately imagine hyper-personalized campaigns, expensive gifts for CEOs, complex technology systems, and six-figure budgets. It seems…
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Does automation in B2B marketing reduce quality? Sometimes. Finding the Balance Between Speed and Attention
Does automation in B2B marketing reduce quality? Sometimes. Finding the Balance Between Speed and Attention Automation in B2B marketing seems like an obvious step. It means less manual work, more data, and faster processes. However, automation can sometimes turn into a problem rather than a solution. Instead of a personalized approach, clients receive template emails,…
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Why Account-Based Marketing Fails in Russia: An Analysis of the Specifics of ABM Implementation in the Russian Business Environment
Why Account-Based Marketing Fails in Russia: An Analysis of the Specifics of ABM Implementation in the Russian Business Environment Account-Based Marketing (ABM) attracts the attention of B2B companies with its logic. Instead of mass advertising campaigns, ABM focuses on key clients. Instead of template mailings, ABM uses personalized communications. While this approach has proven effective…
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Internal Conflicts in ABM Implementation and How to Avoid Them
Internal Conflicts in ABM Implementation and How to Avoid Them Implementing account-based marketing (ABM) is not just a matter of theory; it’s a real challenge for the team. A strategy designed for synergy can become a breaking point if there is no basic alignment of processes, goals, and responsibilities within the company. ABM requires mature…
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Farewell, “Name-Based Spam.” ABM Enters the Era of Genuine Value, Where Simply “Knowing the Client’s Name” Is No Longer Enough
Farewell, “Name-Based Spam.” ABM Enters the Era of Genuine Value, Where Simply “Knowing the Client’s Name” Is No Longer Enough Just a few years ago, personalization was considered the “secret weapon” of marketers. Addressing a client by name in an email made them feel special and ready to make a purchase. But times have changed.…
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Account-Based Content: How to Create Content That Drives Sales
Account-Based Content: How to Create Content That Drives Sales In modern B2B marketing, companies face a serious problem. They spend large budgets creating content that ultimately doesn’t attract real customers. Traditional content marketing tries to reach everyone at once, but this is its main drawback — it does not solve specific business problems for specific…
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Deep ICP Analysis for ABM: How to Find “The One” Client and Avoid “Duds”
Deep ICP Analysis for ABM: How to Find “The One” Client and Avoid “Duds” Imagine that you are an experienced safecracker. You have all the necessary tools, knowledge, and experience. However, if you try to open a safe without knowing the combination, you will waste a lot of time and never reach the treasure. In…
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Marketing and Sales: Who Is in Charge of Account-Based Marketing?
Marketing and Sales: Who Is in Charge of Account-Based Marketing? The marketing department sits comfortably in the office, generating creative ideas and content while pouring leads into the sales department. Meanwhile, sales is constantly grumbling that the leads are “wrong,” the clients are “not ready,” and marketing “doesn’t understand anything.” Is this a conflict? Yes,…
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How Incorrect Analytics and ICP Selection Undermine ABM Effectiveness
How Incorrect Analytics and ICP Selection Undermine ABM Effectiveness Imagine you are a brave marketer who has decided to implement account-based marketing (ABM). You’ve heard that it’s a “magic” strategy that can bring you lots of money and satisfied clients. Of course, you decided that data would be your main weapon in this battle. After…