Resource

Account-Based Marketing (ABM) Resource Center

December 12, 2016

SiriusDecisions defines account-based marketing as “the strategic approach marketers use to support a defined universe of accounts.”  ABM gives marketing the power to create more effective go-to-market campaigns, and lets sales stay focused – boosting productivity and overall results.  

We’ve pulled together the latest insights, best practices and industry expertise to help you build out the ABM strategy that’s right for your business.

Account-based Marketing Trend Report

 

Trend Report:
Account-Based Marketing

BAO recently surveyed 289 B2B technology companies to understand how ABM is being planned and practiced today, particularly in the areas of account selection and account insights.


60% of organizations are targeting 50+ accounts and only 12% say they have the insights they need to succeed with ABM.


Read the Trend Report.
How SkillSurvey Turned Content Marketing into Real Pipeline

Case Study: How SkillSurvey Turned Content Marketing into Real Pipeline
A Look at an ABM Approach Driven by Custom Insights

SkillSurvey built an innovative ABM strategy designed to get the most value from every marketing channel and maximize the productivity of sales reps.

 

“Not all leads are created equal. We needed to quickly determine what was worth our focus – and then get in front of the real prospects.” 

 

Read the Case Study.

Target Selection in Account-Based Marketing And The Role Of Account Insights

Infographic:
Target Selection in ABM and the Role of Account Intelligence

The idea of ABM is straightforward: first select a list of companies to target and then pursue each with messaging and campaigns that are targeted specifically to that organization.


Because ABM is all about accounts, target selection is paramount. When focusing on a group of specific accounts, you must select the right companies.

 

View the Infographic.

SiriusDecisions Account-based Marketing Framework


Research Brief
The SiriusDecisions ABM Framework

Successful ABM requires a closed-loop approach and the combination of technology, intelligence, and legwork.


Not sure how to get started with ABM? Read the SiriusDecisions framework first. They’ve defined the full range of processes and elements necessary for a strong foundation on which you should build your strategy.


Get Started with the Research Brief.
Building a Solid ABM Foundation

Our Approach:
The 90 Day Pilot: Solid ABM Starts with Custom Insights

Strong ABM strategy is built on solid foundational insights to support prioritization, planning and execution. In other words, you’re focused on the right targets, you know what to say to get their attention, and you can access VIPs who make the decisions.

 

Custom insight – and our new Quick-start ABM program – can get you up and running fast. It’s complete prioritization, planning and execution – all in 90 days. 

 

Learn More about the ABM Quick Start.

Marketing with Account Intelligence

Case Study: O.C. Tanner
 Marketing with Account Intelligence

O.C. Tanner leveraged account-by-account insights to isolate their hottest prospects and generate qualified leads.


“The account-level intelligence we got out of the campaign helped us to get very, very granular in targeting our prospects.”

 

This is ABM at its best.

 

Read the Case Study.

Account-based Marketing Trend Report

Trend Report:
Account-Based Marketing

BAO recently surveyed 289 B2B technology companies to understand how ABM is being planned and practiced today, particularly in the areas of account selection and account insights.


60% of organizations are targeting 50+ accounts and only 12% say they have the insights they need to succeed with ABM..

 

Read the Trend Report.
How SkillSurvey Turned Content Marketing into Real Pipeline

Case Study: How SkillSurvey Turned Content Marketing Into Real Pipeline
A Look at an ABM Approach Driven by Custom Insights

SkillSurvey built an innovative ABM strategy designed to get the most value from every marketing channel and maximize the productivity of sales reps.

 

“Not all leads are created equal. We needed to quickly determine what was worth our focus – and then get in front of the real prospects.” 

 

Read the Case Study.

Target Selection in Account-Based Marketing And The Role Of Account Insights

Infographic:
 Target Selection in ABM and the Role of Account Intelligence

The idea of ABM is straightforward: first select a list of companies to target and then pursue each with messaging and campaigns that are targeted specifically to that organization. 

 

Because ABM is all about accounts, target selection is paramount.  When focusing on a group of specific accounts, you must select the right companies.

 

View the Infographic.

Marketing with Account Intelligence

Case Study: O.C. Tanner
 Marketing with Account Intelligence

O.C. Tanner leveraged account-by-account insights to isolate their hottest prospects and generate qualified leads.

 

“The account-level intelligence we got out of the campaign helped us to get very, very granular in targeting our prospects.”

 

This is ABM at its best.

 

Read the Case Study.

SiriusDecisions Account-based Marketing Framework

Research Brief
The SiriusDecisions ABM Framework

Successful ABM requires a closed-loop approach and the combination of technology, intelligence, and legwork.


Not sure how to get started with ABM? Read the SiriusDecisions framework first. They’ve defined the full range of processes and elements necessary for a strong foundation on which you should build your strategy.

 

Get Started with the Research Brief.
Building a Solid ABM Foundation

Our Approach:
The 90 Day Pilot: Solid ABM Starts with Custom Insights

Strong ABM strategy is built on solid foundational insights to support prioritization, planning and execution. In other words, you’re focused on the right targets, you know what to say to get their attention, and you can access VIPs who make the decisions.


Custom insight – and our new Quick-start ABM program – can get you up and running fast. It’s complete prioritization, planning and execution – all in 90 days. 

 

Learn More about the ABM Quick Start.