How account based advertising can help you avoid the ‘content swamp’
Account based advertising can allow companies to win business from the companies they want to work with – faster – by increasing relevance and awareness.
How to use Econsultancy’s B2B Customer Journey Mapping Canvas
Last year I put together Econsultancy’s practical guide to account-based marketing (ABM). With many B2B marketers frustrated and exhausted by generating lots of leads for sales, ABM has emerged as an alternative approach.
Inbound marketing vs. Account-based marketing: Diverging or aligning strategies?
Today, most companies have some sort of inbound marketing strategy. Certainly more than have a formal account based marketing (ABM) strategy.
But is it an either or situation?
B2B marketers: Share your thoughts on account-based marketing
Econsultancy needs your help! We’re undertaking a study into the best practices and pain-points of the account-based approach to customer acquistion and retention, and we’d like your input.
Are you familiar with account based marketing (ABM)? Do you have experience to share or questions you’d like answered? Please click here to let us know if you’re open to a short interview with one of our researchers.
What is B2B account-based marketing & why should you care?
For B2B organisations, account-based marketing (ABM) is becoming an increasingly important focus.
Instead of broader marketing techniques such as online and offline advertising, PR and SEO, companies are now realising the potential of a laser-focused approach.