Tag: account based marketing
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Sowing the seeds: From ABM to Customer Success
I got into an interesting discussion recently with Dan Steinman of Gainsight. We’d met up after I’d seen him talk at an event about the power of Customer Success and its crucial role in the successful growth of subscription businesses. Turns out we share a lot of common ground.
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Butting heads: Why ABM makes sales and marketing alignment easier, not harder
In the B2B world, aligning sales and marketing has been a challenge going back decades. If you believe the stereotype, it’s because marketing is the colouring-in department and sales are know-it-alls who don’t listen. Regardless, the underlying problem is that too many companies build marketing and sales in silos, while the top performing companies have…
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Account Based Marketing Statistics you need in 2023
When it comes to account based marketing, its definition in recent years has become grey. New techniques have transformed it from a strategy used by the few for only the largest prospects, to the many for a much larger group of prospects. Most of the statistics out there come from the traditional definition of account…
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An embarrassment of riches
Back in the 1990s, London creative agency megastars, Bartle Bogle Hegarty (BBH) had a reputation for refusing to take part in creative pitches. Instead they focused on research and strategic planning to refine the brief, allowing the agency to create more focused work. Founder John Hegarty was relaxed about this: “Those who don’t want what…
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Why account based marketing (ABM)? Why now?
Account Based Marketing (ABM) is nothing new — it has been talked about since the early nineties. So why has it become the hot topic in B2B marketing now? Account Based Marketing is the idea that you selectively target the accounts you want to talk to rather than the best practice approach today of driving as many…
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