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The traditional marketing funnel has been disrupted—and ABM is the catalyst. We talked to Kathleen Schaub, VP of CMO Advisory and Customer Experience at IDC, about how ABM is “blowing up” the [...]

ENTERPRISE SOFTWARE GIANT SAP was an early adopter of an account-based marketing strategy, which began in earnest four years ago to derive value and loyalty from its most valuable customers. The [...]

CLARABRIDGE, a customer experience management software company, is expanding its segmentation strategy based on early success. The company started by segmenting accounts within just two vertical [...]

Plex Systems, which sells a cloud-based ERP solution for manufacturers to enterprise- and SMB-level customers, began its ABM journey four years ago in an effort to unite the organization around [...]

ABM IS oftentimes considered a marketing or sales strategy. But to successfully adopt an ABM program that produces results, many successful companies are pitching an account-focused approach as [...]

ABM IS PRODUCING significant returns for early adopters in both retention and lifetime value, according to ABM: State Of The Market, a research report from TOPO, commissioned by the ABM [...]

ABM IS A PRIORITY among marketers, and spending is on track to increase this year as more marketers adopt a focused account-based approach and find success. According to ITSMA’s 2017 Services [...]

The account-based marketing discipline remains hotter than ever, but many companies still struggle with understanding where the practice fits within their business. We asked Matt Senatore, [...]

PROGRESSIVE ABM practitioners are finding success in measuring offline engagement from in-person events — such as tradeshows — and combining it with target accounts’ online engagement. This [...]

A FOCUS ON customer data, a total addressable market estimate and an ongoing collaboration between marketing and sales are crucial ingredients for a successful ABM segmentation strategy, [...]