- Our Blog
We are approaching the end of another year, and with that comes time for reflection on how far we’ve come in the last 12 months and speculation about what’s ahead. If we look back on the last year in the world of sales and marketing, there’s one trend in particular that’s sparked notable enthusiasm from B2B marketers: the emergence of Account-Based Marketing (ABM) as a category.
As each day passes, B2B marketers are hearing more about Account-Based Marketing (ABM) from every direction. Over the last 18 months, the concept has taken root and developed into more than just the topic du jour as early adopters report tremendous success with the strategy and the technologies that support it.
Helping create a new technology category is unquestionably one of the most satisfying experiences of my career. It’s also one of the hardest, most frustrating and uncertain experiences of my career. Sometimes, an idea barely makes it out of the gate. Years ago at Adobe, we tried to create a category called “Network Publishing.” It was a great idea. That nobody else got.
We’re all competing to capture the attention of our best prospects and customers, and, let’s face it — that’s no easy feat. We’re bombarded daily with information from all sides and individually choose to let in what we care about in the moment and block out anything that just creates overload. With research and buying habits from our personal lives bleeding into and influen ...
A few weeks ago, I had a chance to spend some time in London to discuss the impact of technology on Account-Based Marketing (ABM). I’m pretty familiar with the UK market and EMEA (Europe, the Middle East and Africa) in general, having traveled there 30-plus times during my days at Adobe. I have always enjoyed my trips to the UK.
For years, B2B marketers have been obsessed with broad-scale lead generation. According to a survey of the B2B Technology Marketing Community on LinkedIn, the number one challenge (61 percent) for B2B marketers is “generating high-quality leads.” We’ve planned, implemented and executed campaigns with the sole purpose of generating a bulk of inquiries at the top of the funnel — hoping that 0.
“Account-Based Marketing is the new black.” “Account-Based Marketing is on fire.” “Account-Based Marketing is the hottest marketing trend since inbound.” “Account-Based Marketing will solve global warming.” Okay, the last one was a stretch, but the first three lines are actual quotes from recent articles discussing Account-Based Marketing, or ABM.
As we move into a new year, you read a lot about predictions. Being a CMO, I normally come up with my own, but this year, instead of consulting my crystal ball, I thought I would do something a little bit different. So a few weeks ago, I brought together marketing leaders from New Relic, Atmel, Red Hat and Linqia in a Twitter Chat (#b2bcmochat).
Over the course of my career, I’ve spent a lot of time talking to marketing leaders about their B2B strategies. And during the last several years, one thing has become clear: The majority of B2B marketers don’t see the value in display advertising. The average click-through rate for display ads is 0.06 percent, according to DoubleClick.
If you’ve been paying attention to the marketing trade pubs lately or talking to other B2B marketers, you’ve probably noticed a significant trend happening: the rise of Account-Based Marketing (ABM). Various research studies show that ABM is on fire. More B2B marketers are aware of ABM; more B2B marketers are using ABM and more B2B marketers are having success with ABM.
It used to be that Account-Based Marketing (ABM) was an analog tactic and could really only be executed to a few key accounts. The idea of scaling up ABM strategies to reach 500 or (gasp!) 5,000 target accounts was enough to make marketers break out in a cold sweat. Fortunately for us, that isn’t the case anymore.
One cool thing about my job is that I get the chance to talk to really smart marketing leaders all the time. And I’m always struck by the fact that despite the massive investment in marketing tech over the past few years and the huge amount of innovation we’ve seen, I still hear the same three core problems: My advertising doesn’t work My website sucks My sales guys don’t fol ...