B2B Marketing Academy
B2B Marketing Academy
B2B Marketing Academy
  • Home
  • B2B Marketing Academy
    • Services & Frameworks
    • About Us
    • Contact
    • Privacy Policy
Categories
Subscribe to our Blog

Keep up on our latest B2B Marketing Academy Blogs!

Archives
  • June 2018
  • May 2018
  • April 2018
  • March 2018
  • February 2018
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016

7 Great Resources on Account Based Marketing

March 2, 2018
Marketing Resources, Marketing Strategy, Marketing Technology
by Christine Viera
  • 7 Great Resources on Account Based Marketing

At the B2B Marketing Academy, we’re on a kick to provide powerfully practical marketing advice. Friends, readers, and colleagues have told us that they appreciate the way we identify high quality resources, tools, and ideas for B2B marketers.

Today, our spotlight turns to account based marketing (ABM). If you’ve practiced B2B marketing for long, you’ve no doubt talked about or tried this. It’s a powerful concept with many roads to success.

We’ve kept tabs on the best advice and influencers on this topic, and found the following sites, guides, and articles that stand above the rest. Enjoy!

 

ABM Strategy & Advice

1. Account Based Marketing: The Next Evolution of B2B Marketing and The Clear Guide and Complete Guide on ABM Analytics from Engagio

According to Engagio, “ABM focuses on the unique perspectives and positions of each relevant decision maker within an organization to drive marketing and communication efforts that speak directly to each member of a purchasing team.”

Their microsite offers a wealth of information on this long time best practice of the most successful B2B companies. They’ve just released the second guide. It’s a comprehensive and exceptionally practical guide to measuring the impact of ABM.

2. Unconventional insights on ABM from the Heinz Marketing blog.

Heinz Marketing consistently offers fresh, unique, and pragmatic perspectives on what’s really working in marketing. If you don’t follow Matt Heinz and Brian Hansford on social media, you should. Here are 3 good pieces about ABM. No doubt, there’s more there for you to explore.

  • Lead-Based Marketing vs. Account Based Marketing in a guest post by Jon Miller of Engagio
  • Why You’re [Still] Further Behind on Account Based Marketing than You Think #ABM by Robert Pease of Heinz Marketing
  • ABM – It’s All About the People by Joshua Baez of Heinz Marketing

3. Expert ABM: Building An Account-based Marketing Framework by DemandBase

DemandBase has an ABM 101 site with nicely accessible content. They offer two simple step-through guides on basic and advanced ABM. The advanced guide has actionable information on how to think about websites and digital advertising in an ABM context.

4. What Is Account-Based Marketing? by Marketo

Good content as usual from the team at Marketo. This one is a guide to what basic aspects of ABM to look for in a marketing platform. Obviously, they have a vested interest in the topic but it’s a good foundational piece. The other resources on this list can help you gain an expanded view from the perspective of multiple martech leaders and vendors.

5. The Ultimate Guide to Account-Based Marketing: 6 Key Steps from HubSpot

Good perspective in this piece on where ABM + Inbound Marketing meet. This piece provides a view into 6 steps to pursuing an ABM strategy. The advice is good for small and medium businesses, or for enterprising sales reps who are bootstrapping growth in their territory.

“These days, customers really don’t enjoy feeling like they’re being sold to. That’s why it’s crucial that your marketing — even when account-based — provides value, and doesn’t push products. Emails, websites, and calls-to-action all have to be personalized for each target, especially when you’re trying to aid their discovery of your brand.”

6. Account-Based Marketing Explained In Terms You’ll Actually Understand by Erik Devany on Drift

What I like most about this piece is that it clearly explains the usual buzzwords that surround ABM. The author also takes a stand on comparing inbound marketing and ABM. It’s an interesting perspective and good article that’s well worth your time.

7. The Art of Marketing & Sales in the Digital Age – How to Get Personal by Christian Hjorth, Chief Revenue Officer of Folloze on the MarTech Advisor blog.

What’s interesting about this short piece is that it comes from a CRO. While the author works for a vendor, I agree with the perspective that a new “win” is just the beginning of a customer relationship. ABM is not just about generating leads; it’s about earning the trust and business of customers time and again. It’s also refreshing to see a revenue owner talk about the value of good content marketing and martech in accelerating sales.

 

Keeping the Pulse of B2B Marketing and Martech

For the record, we’re independent at the B2B Marketing Academy. We review B2B content, martech, and services because of our mission to aid other B2B marketers with clear and unbiased advice. We’ve walked a mile in your shoes.

We’ve also done ABM in one form or another for years. The martech in this space just keeps getting better. So, we’re also planning a list of ABM vendors to watch.

If you think we’ve missed a great ABM resource, let us know by commenting on our blog. We’re always happy to find and share good information for B2B Marketers.

 

Share this:

  • Tweet
  • Print
ABM, Account Based Marketing, B2B Marketing, Marketing Strategy, MarTech
To Blog

About Christine Viera

High energy, inspired B2B Marketer. Lessons learned largely in high tech and communications industries where I've worked with very smart folks, on very cool things, in very dynamic environments. I like helping others navigate people, tech, programs, and problems with vision, courage, and impact. All opinions are solely my own.
Don’t miss a thing! Free updates by email.

Enter your email



I agree to the Privacy Policy of this website.

Recent Posts
  • Do You Have a Personal Board of Advisors?
  • From Print Production to DAM Software CEO: Meet Matthew Gonnering, CEO of Widen
  • 5 Strategies for Hitting Marketing Expectations Consistently
  • Product Marketing Is for the Curious: Meet Karen dela Torre, VP of Product Marketing
  • From Signal Intelligence to B2B Enterprise AI Software: Meet Raviv Turner, CEO of CaliberMind
Most Popular Topics
  • Content Marketing
  • Customer Experience (CX)
  • Data Driven Marketing
  • Demand Creation
  • Lead Generation
  • Marketing Execution
  • Marketing Resources
  • Marketing Strategy
  • Marketing Technology
  • Product Marketing
  • Sales Enablement
  • Social Selling
Follow us on Twitter
My Tweets
Blog
From Signal Intelligence to B2B Enterprise AI Software: Meet Raviv Turner, CEO of CaliberMind
5 Step Guide to Do-It-Yourself Prospect and Customer Research
B2B Marketing Academy | 7 Great Resources on Account Based Marketing
class="post-template-default single single-post postid-2246 single-format-standard samba_theme samba_left_nav samba_left_align samba_responsive wpb-js-composer js-comp-ver-4.9.2 vc_responsive"