EDITOR'S LETTER

Analyzing Account Behavior Is Table Stakes In ABM

Thanks for checking out the latest issue of ABM In Action! We understand that you’re busy, so the fact that you took the time to give this content a read is truly appreciated. In today’s world where everyone is always on the move, it’s clear why B2B buyers now expect messaging to be concise, valuable and tailored to their business needs.

To accomplish this, ABM practitioners must rely heavily on the insights they can glean from their prospective customers to give them the content they want and have come to expect. However, this insight no longer means just names and contact info — behavioral analysis is borderline table stakes to stay relevant with accounts.

In our summer issue of ABM In Action, we share some interesting stories about how progressive practitioners are leveraging deep insights and streamlined processes to give stakeholders an experience that stands out in their hurried professional lives. Here’s a quick preview:

  • FinancialForce shares their story of leveling deep personalization and geo-targeting to boost conversion rates in our featured article;
  • Kellie de Leon, Senior Director of Marketing at The Mx Group, explains the company’s ABM Roadmap and a seven-step framework to model success;
  • GumGum reveals a unique in-person ABM strategy that generates 4x ROI;
  • Fuze explains how it leverages intent data to better segment its priority accounts; and
  • EnterpriseDB reveals how content engagement and pipeline velocity drive account revenue.

As always, we encourage you to let us know what you think of these in-depth use cases and what you’d like to learn more about. We look forward to hearing from you.

Sincerely,

brian_headshot
Brian Anderson
Managing Editor
ABM In Action

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