February 6, 2019

How to Scale ABM Programs: Your Questions, Answered

According to Gartner, 75% of B2B technology service providers with more than $10 million dollars in revenue will be adopting account-based marketing as their primary market model in 2019—a 50% increase from 2017. 

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January 31, 2019

5 ABM Benefits of Synchronizing Programmatic with Lead Gen Campaigns

For B2B marketers, launching a successful ABM campaign comes with unique challenges. And while Gartner states 70% of B2B organizations have or plan to assemble account-based programs this year, ABM strategies often falter due to numerous siloed efforts. Siloed channels – especially programmatic and lead gen campaigns – create roadblocks that drain resources, decrease conversion rates and deplete ABM program impact.

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January 24, 2019

From Programmatic to Pipeline: Maximizing ROI from ABM Programs

The majority of B2B marketers will deploy an account-based marketing strategy in 2019. The pressure is greater than ever for marketers to showcase the value of their ABM investments, but unfortunately, many account-based marketers still struggle to implement cross-channel solutions that tie ABM efforts to pipeline revenue.

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January 23, 2019

Integrate + ListenLoop: ABM Just Got A Whole Lot Easier And More Effective

Last week everyone here at Integrate was incredibly excited to formally welcome the ListenLoop team to the Integrate family. If you’re unfamiliar with ListenLoop, the company has been driving innovation in account-based advertising with its programmatic display platform. Jeremy Bloom, Integrate’s CEO, posted a detailed article on LinkedIn last Wednesday, explaining both the reasoning and product testing that eventually led to the acquisition. (It's a good read, so check it out.) Here, I hope to add a few additional points on why this acquisition is – pardon the cliché – a game-changer.  

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January 22, 2019

How Programmatic Display Ads Enhance Full-Funnel ABM Tactics and Conversion

Are you having trouble measuring the success of your account-based marketing (ABM) programs? Or worse, are your ABM programs only generating vanity metrics that don’t contribute to down-funnel sales pipeline or revenue?

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January 16, 2019


Today at Integrate, we announced some exciting news – the acquisition of a great new product. Our journey to acquire ListenLoop began with an opportunity to solve a customer pain-point and further serve our mission to orchestrate top-of-funnel demand for B2B marketers.  As the market leader in demand orchestration, our customers often share with us their broader marketing struggles. A common thread on this topic has been programmatic ABM efforts not generating the required pipeline (leads) for sales, which leads to pressure from finance to prove success or risk losing budget. 

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January 10, 2019

Here’s Why Your Programmatic Display Strategy Should Mimic Your SEO Strategy

January is the coldest month of the year across most of the United States, but that hasn’t stopped B2B marketers from cranking up the heat up on their 2019 demand marketing strategies. Today’s complex digital marketing arena has led to an overwhelming shift in the cross-channel strategies B2B marketers must use to engage with targeted accounts.

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January 8, 2019

How To Measure Account-Based Marketing In 7 Easy Steps

In many ways, account-based marketing (ABM) has more in common with art than science. Success in ABM requires a great deal of personalized outreach, and because ABM is centered around human relationships, it can be challenging to measure the returns on account-based marketing campaigns.

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December 11, 2018

Why Inbound Marketing Is Failing & What You Can Do About It

A version of this was article was previously published on CMSWire. Inbound marketing efforts play an important role in B2B marketing success. But inbound alone won’t achieve the goals being placed on most B2B marketing organizations today — for three reasons.

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October 18, 2018

Five Account-Based Marketing Quotes to Live By

According to DemandGen Report’s The 2018 State of Account-Based Marketing (ABM) survey, 93% of ABM practitioners report the strategy is "extremely or very important" to organizational success. 91% have experienced higher deal sizes for ABM accounts versus non-ABM accounts. While you may believe ABM is right for your company, perhaps your boss is less sold on the idea. A shift to account-based demand generation can be a significant change initiative for B2B organizations. Instead of focusing on campaigns first and accounts second, organizations identify target accounts and then create campaigns. Optimizing for success will require new ABM software and stronger sales-marketing integration.

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October 3, 2018

4 Steps to Empower Your ABM Strategy by Embracing Group Buying

In recent years, account-based marketing (ABM) has taken the field of B2B marketing by storm. While the idea of marketing to a well-defined set of target accounts is nothing new, new marketing technology has made discovering, contacting and developing these accounts much more attainable. The immediate result of this rush to begin account-based marketing is many fledgling ABM programs. In fact, according to separate surveys by ITSMA and the ABM Leadership Alliance, 85% of the marketers surveyed have had their ABM efforts in place for less than two years. And of course, with new ABM efforts come growing pains.

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September 11, 2018

Account-Based Marketing Metrics: What to Track and Why

Account-based marketing (ABM) is a strategic approach to driving engagement with target accounts. Jon Miller, CEO and Co-Founder at Engagio, defines ABM as,

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May 25, 2018

Data-Privacy & Trust-Based Marketing: What It Means For B2B Demand Gen & ABM

Today is the day; May 25 and GDPR goes into effect. Now what? The EU’s General Data Protection Regulation (GDPR) goes into effect today. And the smart marketing teams have been preparing for a while – not simply to avoid fines of this particular regulation, but to prepare their organizations for the inevitable industry-wide transformation from old batch-and-blast practices to complete trust-based marketing. These marketing teams understand that gaining trust among prospects by respecting their data privacy will soon dictate B2B marketing success – across the board. This means using many of the GDPR’s requirements as best practices for all your demand gen efforts, will be a smart move. For most organizations, this will certainly be an uncomfortable transition; there remain many unknowns with GDPR and the expansion of data privacy globally, and it will surely take some time to adjust strategies and tactics. However, this will become the new normal, so it’s best to get a jump on it now.

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May 23, 2018

Avalara Uses Demand Orchestration Software to Create ABM Efficiency

Avalara – a leading tax solutions company – is on a mission to scale revenue. To accomplish this, Avalara’s marketing team has focused on creating efficiencies to better equip both marketing and sales efforts with the resources needed to execute a scalable account-based marketing (ABM) program. 

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April 25, 2018

How to Act on Intent Data with MarTech To Create Account-Based Revenue

Today, Integrate and Bombora announced their partnership. B2B marketers are now able to access and execute on Bombora’s Company Surge™ data via Integrate’s Demand Orchestration Software, enabling a more intelligent approach to top-of-funnel account-based demand generation. Company Intent Data + Account-Based MarTech = Vastly Improved ABM Performance

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April 12, 2018

The Rarely Talked About Benefits of Account-Based Marketing

Research clearly shows that a well-executed ABM strategy can generate significant lift for B2B marketing efforts. A study from the Altera Group found that 97% of B2B marketers report that ABM drives higher ROI than other marketing activities. By adopting a mindset of “account awareness,” where you target customer accounts as markets of one, your organization will make better use of resources, leading to greater gains in sales pipeline and revenue generation.  The benefits of ABM aren’t limited to just ROI, though. While measurable return is a definite goal of B2B marketing, demand generation teams who adopt ABM often achieve other benefits. Some benefits are expected while others are quite surprising.

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March 27, 2018

GDPR’s Effect On Web Forms, Events, 3rd-Party Lead Gen, Channel Partners and Sales

The other week, I was asked to lead a discussion with the Houston Marketo User Group on how GDPR will affect B2B marketing. …well, to be honest, two other people were asked first, but they couldn’t make it, so the user group was stuck with me. In any case, I thought a post on the most poignant points of the discussion would be useful to Integrate’s blog audience. So here they are.

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March 15, 2018

3 Signs Your Target Account Just Isn’t That Into You

Any organization leveraging an account-based marketing (ABM) and sales strategy has more than likely developed their ideal customer profile (ICP), as well as a list of the top accounts they want to strategically focus their sales and marketing efforts on. Yet, what happens when the feeling isn’t reciprocated by the prospect? How should we know, as marketers and salespeople, that an account just isn’t that into us? There’s a great book/blockbuster He's Just Not That Into You: The No-Excuses Truth to Understanding Guys by Greg Behrendt and Liz Tuccillo, which is targeted to help girls stop wasting time on guys that just don’t like them…enough. Taking note from this dating playbook, here are three signs to follow to ensure your account-based strategy is focused on accounts that are into you…enough.

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February 14, 2018

The Business Case for Using 3rd-Party Lead Providers to Power ABM

The rapid shift to account-based-revenue (ABR) creation is shaking up B2B marketing and sales organizations. The concept of an account-based, go-to-market approach isn’t completely new for many sales teams, but it is new for many marketing teams. And, we’re all gradually figuring out what exactly an “account-based” approach means for our business. No surprise, it’s disrupting the way we understand and execute demand generation marketing.

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January 18, 2018

Reviewing 9 of the Best Account-Based Marketing Softwares for 2018

73% of B2B marketers interviewed by Forrester stated the term, “account-based marketing,” (ABM) is used “inconsistently.” When the majority of B2B marketers are confused by the state of ABM, it’s not easy to understand which software and tools to considering adding to your technology roadmap for the year to come. Let’s start by drawing some lines with Forrester’s definition of account-based marketing. “[Account-based marketing is] B2B strategy through which marketing and sales jointly obsess over how to pursue, establish, and grow long-term, highly engaged revenue relationships with specific customer accounts.” ABM software is, for this discussion, any marketing app or technology which supports B2B marketing teams' execution of an account-based marketing strategy. This includes identying target accounts, engaging decision-makers and buying committees within those accounts, and monitoring marketing and sales activities at the account-level.

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December 7, 2017

6 Effective Account-Based Marketing Examples You Can Copy Today

By this stage in the B2B marketing game, you’ve likely at least thought about adopting an account-based marketing (ABM) pilot program to complement your overall demand generation strategy. 2017 was the year of ABM, and we saw all versions of account-based marketing examples come through our inboxes – some good, some not so good. There are so many different approaches one can take to tackle ABM, but it won’t work without cross-departmental support and collaboration. So, you finally caved into the peer pressure and committed to testing the ABM waters. Sales and marketing have agreed upon an ABM strategy framework: goals have been set; accounts have been selected, individual roles and accountability are in place; content has been developed; and you’re ready to get your messaging and offers in front of your target accounts. The only thing you’ve yet to figure out – before you go into ABM execution mode – are the tactics you’ll use to engage the buying committee at your target accounts. Lucky for you, I’ve done my research and gathered some of the best, tried-and-true ABM examples and tactics in the B2B marketing world and compiled them here.

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November 14, 2017

How to Evaluate the Best Account-Based Marketing Platforms and Tools

A recent survey from the Altera Group found that 97% of B2B marketers report that account-based marketing (ABM) drives higher ROI than other marketing activities. Marketers across the industry are asking what they need to successfully execute an account-based marketing (ABM) strategy. There are numerous components of a successful ABM strategy and the right tech stack can help drive key aspects of your ABM initiative – from goal-tracking to centralizing target-account lead data to monitoring the progress of opportunities through the sales funnel. But no account-based marketing platforms or tools can do it all. And none of them are the same. So how can you know which ABM technology your company needs?  It’s important to arm yourself with evaluation questions you can ask ABM tech vendors to help identify whether their solutions are right for your organization.

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October 18, 2017

How to Invest Your Program Budget in 100% Account-Based Revenue World

I’m in the planning cycle for my fifth year of a 100% account-based marketing program at Plex.  Since 2014, we’ve realized tremendous value by focusing our collective efforts on a discrete list of prospect accounts that we all agree are most likely to become Plex customers. Our company's account-based revenue (ABR) approach has been wildly successful, and as a team we’ve created awareness, engagement, pipeline and a ton of new customers through our collaborative efforts. We’ve also made a few missteps along the way, as happens when you’re moving at the pace of business. Through it all, we’ve kept moving forward and adjusting, measuring and discussing. We consider both our account list and our team’s account-based marketing (ABM) strategy to be living things, which get better as we learn about our market and how our solution drives value for our customers. That said, every year, we go through a budgeting and planning exercise to set ourselves up for success in the year to come. We’re knee-deep in that planning process today, and I thought I’d spend a minute discussing how I look at my budget for the year and determine where to place investments for maximum impact.

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October 12, 2017

An 8-Step Account-Based Marketing Plan to Share with Your Boss

If you’re a B2B marketer, you’re likely hearing the term Account-Based Marketing everywhere you turn. A quick search of your inbox might reveal a couple hundred emails in the last 90 days touting the latest and greatest in ABM content. And for good reason… In an era where marketing is on the hook to create customers and drive revenue, it makes sense to aim marketing efforts at companies that match your ideal customer profiles. But knowing that it’s the right thing to do and getting the executive buy-in to do it are two completely different things. Marketers need more than just theoretical explanations as to how account-based marketing can help you reach the right customers. They need strategic and tactical plans that they can follow. They need to be able to go to their upper management and say “we need to implement an ABM program and this is how we’re going to do it.”

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September 28, 2017

5 Steps For Account-Based Revenue Generation

More and more B2B organizations are deploying account-based marketing (ABM) strategies. In the high-tech executive suites and grungy boiler rooms across the globe, enthusiastic teams filled with hope are concocting lists, readying programs and shifting resources – people, time and budget – to account-based revenue (ABR) efforts. Normally, I’m a big fan of diving in, experimenting and then building out a scalable model. However, with both ABR and ABM, foundational planning is essential. Why? First off, organizations must determine if an account-based approach is viable for their business. For those that dive in, account-based efforts often start with the sales teams who submit their top-preferred accounts.

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September 7, 2017

6 Most Common Account-Based Marketing Pitfalls to Avoid

While interviewing the Inverta team a few months back, I asked Kathy Macchi and Patrice Greene what I thought was a fairly straightforward question: In what ways do B2B marketers consistently miss the mark on their account-based strategies? I was expecting a brief answer. Maybe they’d pick one or two errors they commonly see and give a quick explanation. But, no. This question struck a chord; Patrice and Kathy unleashed a litany of ABM mistakes they apparently see all the time.

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August 22, 2017

Is ABM Right For Your B2B Marketing Team? New ABM Readiness Scorecard

I don’t think it’d be a stretch to say that by now most B2B marketing teams have at least discussed implementing an account-based market strategy. ABM’s benefits of efficacy and efficiency have been touted by B2B marketing analysts, influencers and practitioners for several years.   However, as with everything in marketing, just because a specific marketing technology, strategy or “best practice” has gained a lot of attention, it doesn’t mean it’s right for every organization. We created the below ABM Readiness Scorecard/Checklist to help your team determine whether ABM is right for your business.

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August 16, 2017

Marketers: Are You Making Any of These ABM Mistakes? (Interview with Inverta)

I always enjoy talking shop with Kathy Maachi and Patrice Greene of Inverta. They provide a much needed (yet usually avoided) nuanced perspective on B2B marketing trends and practices.

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August 10, 2017

Bigger, Better, More Templates: New ABM Program Development Workbook

Nearly two years ago, Matt Heinz of Heinz Marketing and the marketing team at Integrate collaborated on workbook to help B2B marketers get started with account-based marketing, titled, “Developing An Account-Based Marketing Program.” Since then, ABM strategy adoption has grown rapidly, new tactics and “best practices” have surfaced and various ABM MarTech solutions have emerged. Based on these developments and the success of the first edition, we decided to revise and beef up the workbook for a second edition.

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June 14, 2017

How to Overcome Top-Funnel Marketing Deficiencies in an ABM World

There are many moving parts involved with developing and executing a successful account-based marketing program. One of the most overlooked aspects is the way in which we marketers must coordinate top-funnel demand generation efforts differently in an ABM world.

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May 31, 2017

Getting Real About Account-Based Revenue

Trish Bertuzzi, Patrice Greene, and Kathy Macchi weigh in with a live panel discussion on June 8. Here’s a joke for you: “How do you know two marketers are talking about ABM?” If you muttered “their lips are moving,” followed by a groan, then you understand why three women with a combined 30 years of experience executing successful account-based revenue strategies are starting to get fed up!

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March 14, 2017

The Modern Marketer’s Workshop – ABM: From Strategy to Action and Results

The value of well-executed account-based marketing (ABM) is clear: Greater efficiency and revenue impact – Companies generate 208% more revenue for their marketing efforts when using ABM strategies (MarketingProfs). Increased customer lifetime value – 84% of marketers believe that ABM provides significant benefits for retaining and expanding current client relationships (SiriusDecisions). That’s why 92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts (SiriusDecisions). And why 41% of marketers plan to increase spending on ABM (eMarketer).

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December 6, 2016

How to Know If ABM is Right for Your Company

ABM, account-based marketing, has been practiced by sales and marketing teams dating back to the 1960s. The difference today is the ability of technology to help run ABM efforts that feel high-touch, with better levels of scale and tracking. With today’s tools, we’re able to speed up the feedback loop and use data to refine our efforts, with less manual work. Yet, as with any marketing strategy, it’s important to evaluate the people and process before making any technology decisions.

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November 17, 2016

Is Your ABM Strategy Creeping Out Your Target Buyers?

If most people approached dating the way marketers approached marketing, the world’s population would likely plummet. Why? Because when it comes to B2B demand marketing, we marketers seldom acknowledge the subtle differences between those tactics that successfully pique target buyers' interest and those that simply annoy them (or creep them out entirely). This is especially true regarding account-based marketing (ABM), in which B2B marketers must raise interest and credibility among an entire buying-committee across a set number of accounts.

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November 10, 2016

8 Questions About Account-Based Marketing Content Answered

Account-based marketing (ABM) has become a must-have strategy for B2B organizations looking to engage the accounts with the best potential, but for ABM’s promise of efficiency and effectiveness to payoff, marketers must be able to engage the decision-makers at the target accounts. We know content is critical to reaching target-account decision-makers, but the content you use in your broad thought leadership and demand marketing efforts typically won’t fully deliver on your ABM agenda. To help B2B marketers align content with ABM strategy, last week we hosted a webinar with practitioners from Engagio, Uberflip and Influitive called “How to Evolve Content Marketing Strategy for an ABM World.” 

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October 27, 2016

Modifying Content Marketing Strategy to Increase ABM Results

It’s quite possible that I’ve missed the discussion (I certainly don’t read every B2B marketing blog post or article), but amid all the account-based marketing (ABM) discussions on selecting target accounts, engaging account decision-makers and tracking program results, it seems as if there’s been little industry talk about how all this affects your content strategy. The Integrate ABM program development workbook released last year touched on the subject a bit; however, even that wasn’t a comprehensive dive into the topic.  The good news is that implementing an ABM program doesn’t require you to completely overhaul your current content marketing strategy. It’s more recalibration than revolution.

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September 22, 2016

Is ABM Simply a Signal of a More Significant Shift in B2B Marketing?

We’ve been hitting the account-based marketing (ABM) content pretty hard lately – numerous webinars, blog posts, infographics, white papers and a workbook. But when we get down to it, ABM is just one facet of B2B marketing (albeit a very important one). I’m a strong proponent of ABM, which makes sense considering Integrate delivers an ABM solution. However, as I’ve written about before, we shouldn't equate ABM to B2B marketing. (You can read why here.) More to the point, we shouldn't neglect all the other facets of B2B marketing just because ABM is “so hot” right now. I'm not alone here –  Jeff Siegel (Enterprise Global Demand Gen Strategist at Dell), David Johnson (Director of Product Marketing at Oracle Marketing Cloud) and Scott Vaughan (Integrate’s CMO) all agree.

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September 8, 2016

Targeting the Account’s Buying Committee: Tips from the Leaders in ABM MarTech

At this point, most B2B demand marketers understand the account-based marketing (ABM) basics: Figure out the common characteristics of your most profitable accounts Create a list of similar companies Do your best to engage the accounts, and hopefully, the decision-makers within them While basics are important, the above steps leave a lot of ABM specifics unaddressed. Just a few questions left unanswered include:

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May 12, 2016

What’s Missing From Your Account-Based Marketing Strategy?

Many marketers still only understand the ABM basics: figure out the common characteristics of your most profitable accounts, create a list of similar companies, and then do your best to engage decision-makers on that account list, usually through sales team efforts. Today’s most successful ABM programs involve a lot more than this. Below are a few key aspects often lost in account-based marketing programs as well as an overview of new technologies facilitating marketer efforts in these areas.

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April 21, 2016

How to Prepare for ABM & Predictive Data

With emerging technologies and rich data sources becoming widely available, marketers are now in a position to develop and execute sophisticated, highly targeted programs. In fact, predictive analytics and account-based marketing (ABM) are revolutionizing the ways in which marketing organizations think and operate. Such capabilities, however, are inundating B2B marketers with new systems, types of data and a ton of associated processes. We must coordinate all these pieces if we’re to reap the full rewards of ABM strategies and predictive data.

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April 14, 2016

3 Steps to Optimize Customer Experience for ABM and Net-New Lead Generation

On a recent road trip, I had an unexpected need to stop overnight. I went into my email, found a message from my preferred hotel brand, clicked to my loyalty account, reviewed availability and booked a room. Thanks to a desktop-quality mobile experience, the process took less than five minutes. The friendly staff welcomed me upon arrival and emailed a folio afterwards. One could argue that this brand is in the hospitality business so my customer experience (CX) was nothing exceptional. Yet those of us who travel frequently know top-notch customer experience is noteworthy – even more so when it happens consistently – as I’ve found with this brand in personal (B2C) and business (B2B) travel. Spanning email, mobile, inbound, outbound and in-person channels, the lessons above are a nice introduction to my guidelines for creating a great customer experience in both account-based marketing (ABM) and net-new lead generation programs. It’s because of customers like me – who’ll leave a brand without hesitation but stick with those that excel – that CX must sit at the top of every marketer’s priority list all day, every day.  

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April 7, 2016

How to Operationalize ABM with Predictive Analytics & Demand Generation

Account-based marketing (ABM), predictive analytics and demand generation are all well-established elements of B2B marketing. And, when done right, they increase each other’s value. Applying predictive data to demand generation efforts significantly amplifies ABM success. Without predictive analytics, it’s incredibly difficult to properly identify the accounts you should be targeting. And without an efficient demand gen operation, it’s a struggle to efficiently engage the decision-making committees at those accounts. But how do you connect and operationalize demand gen to act on predictive data and ensure ABM success? On Thursday, April 14, Scott Vaughan (CMO, Integrate) and Atul Kumar (Chief Product Officer, Mintigo) will be discussing specific and tangible steps to execute an effective ABM program using predictive analytics and demand marketing technology.

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April 5, 2016

How Predictive Analytics & ABM Go Together - Mintigo CPO Breaks It Down

It seems as if you can’t walk into a marketing meeting these days without someone talking about predictive analytics and account-based marketing (ABM). But understanding how these two methodologies should work together is still somewhat vague to most B2B marketers. We interviewed Atul Kumar, Chief Product Officer at Mintigo, to get some clarification on the state of ABM, the role predictive analytics should have, and some tips for those B2B marketing practitioners beginning their ABM journey.

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March 22, 2016

[Infographic] Teaming Up to Tackle ABM: Demandbase + Integrate

Last week we posted a blog discussing the reasons why so many B2B marketers struggle with their account-based marketing (ABM) strategies. While marketers face several important obstacles to ABM success, it’s clear that the most daunting challenge is executing on the data – i.e., identifying, engaging and obtaining info from decision-makers at specified accounts. In fact, Integrate and Demandbase recently cosponsored a survey of more than 500 B2B marketers to gain specific insights on the state of ABM adoption and its challenges. And guess what it found…

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March 17, 2016

Why B2B Marketers Struggle to Execute Account-Based Marketing 

Account-Based Marketing (ABM) has become a “must have” line item for 2016. And this enthusiasm isn’t just a fleeting trend. More than just a highly targeted engagement tactic, a full-fledged ABM program supports the post-sale customer lifecycle, using marketing's toolkit to contribute to the overall customer experience at the most profitable accounts. Thus, ABM represents more than just targeting – it’s a transformation in the way B2B marketing, sales and customer support are perceived and executed. Yet, ABM is only a smart strategy when executed well. Its promises of efficiency and effectiveness can’t payoff unless marketers have the know-how and ability to reach the decision-makers at accounts showing buy signals. Unfortunately, several common B2B marketing challenges stand in the way of successful execution.

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February 25, 2016

[Infographic] Account-Based Marketing 2016: What You Need To Know

In light of today’s #FlipMyFunnel Roadshow kickoff, we thought it timely to throw together an infographic that illustrates the importance and growing adoption of account-based marketing strategies (ABM). The graphic concludes with 8 quick, helpful steps on how to get started with your own ABM program. If after making your way through the infographic, you’d like to take a deeper dive into ABM strategy development, be sure to check out the “Developing an Account-Based Marketing Program” workbook we recently created with Heinz Marketing.

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February 3, 2016

7 Ways To Step Up Your Account-Based Marketing Game in 2016

On the heels of this month’s #FLIPMYFUNNEL conference (February 25), co-founder and Terminus CMO Sangram Vajre chimes in on what it takes to deliver a winning account-based marketing (ABM) strategy. If you’re thinking about launching an ABM program or in the midst of planning one, the #FLIPMYFUNNEL conference is a great place to learn from some of the best practitioners deploying ABM – the good, the bad and the ugly. If you want to join in the discussion, you can register here for 50% off of the full day of sessions using promo code INTEGRATE50.

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January 7, 2016

[Webinar] Anatomy of an ABM Program

The benefits of account-based marketing (ABM) are well-established: greater sales-marketing alignment, increased resource efficiency, more profitable accounts, higher ROI and so on. However, when it comes to executing an ABM program, most marketers only know the basics: figure out the common characteristics of your most profitable customers, create a list of similar accounts, and then do your best to engage the companies on the list.

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November 19, 2015

15 Account-Based Marketing Stats To Convince The ABM Skeptics

Everyone likes stats. This is especially true for marketers as our chosen (or accidental) profession becomes more science and a little less art. So, for all you account-based marketing skeptics who need a bit more convincing, here’s what the surveys are telling us about the effectiveness of account-based marketing.

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October 28, 2015

Developing an Account-Based Marketing Program: A Workbook

In a blog posted earlier this month, I mentioned that we’d be releasing an account-based marketing workbook to guide marketers through the process of developing a full-fledged ABM program. Well, my procrastination has ended and that day has come…with three days to spare actually. And the primary reason I was able to keep my October promise was because I didn’t complete this work alone. The workbook, titled “Developing an Account-Based Marketing Program: A Workbook for Success,” was a joint effort between Integrate and Matt Heinz of Heinz Marketing.

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August 6, 2015

3 Must-Read Account-Based Marketing eBooks Reviewed

As Scott Vaughan stated, “Account-Based Marketing (ABM) is all the rage as organizations increasingly deploy strategies to focus on individual companies that are the best fit for their solutions and services.” With this in mind, I thought it would be helpful to briefly review three eBooks published by technology vendors leading the account-based marketing space.

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July 30, 2015

7 Tips for Optimizing Account-Based Marketing

"Companies Don’t Buy, People Do” Account-Based Marketing (ABM) is all the rage as organizations increasingly deploy strategies to focus on individual companies that are the best fit for their solutions and services. “Single-lead generation” –acquiring one contact at a time from various companies to create an opportunity – is no longer efficient or effective for many marketing orgs.  This is especially true in B2B markets where purchases often involve multiple decision-makers and require lengthy vetting processes. Historically, this account-focused effort has been led by sales. Today, armed with modern tools and robust data to bring more intelligence to this effort, marketers need to:

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