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.
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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. |
 Case Study: How SkillSurvey Turned Content Marketing into Real Pipeline 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.”
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 Infographic: 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.
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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. |
 Our Approach: 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.
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 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.
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 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.
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Case Study: How SkillSurvey Turned Content Marketing Into Real Pipeline 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.”
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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.
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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.
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 Research Brief The SiriusDecisions ABM Framework Successful ABM requires a closed-loop approach and the combination of technology, intelligence, and legwork.
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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.
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