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Many signed up for the ABM Consortium webinar recently: “The Case for ABM – Lessons from the Masters”. Several major companies in the ABM industries shared their thoughts and lessons learned. As the topic of Account-Based Marketing is increasingly popular the level of knowledge and usage of this is very different. Some have just started to embark on this journey and some have come quite far. Don’t miss the excellent Report from ABM Consortium presented earlier in which they benchmarked 500+ B2B companies and how far they have reached.
A few things become clear for mature companies that are looking for high performing ABM:
For our customers there is a silver lining as well. Time is scarce and expanding the organisation is most often not possible. Running a managed service has proven to be an appreciated and valuable way to get actionable sales insight.
You have surely heard about it. Or even tried it. You might even have realised that having tried it there is no way back. Working with Account-Based marketing that is. More and more international B2B companies are working with ABM seeing the advantage of focusing on the accounts where you have the biggest potential.
The true value of ABM comes as marketing and sales align on a common conversation per account, truly making it Account Based and not just marketing targeted to a group. That might for many be how you start, and please do so if you need, but you should come to a point where the tactic per account becomes crucial to your success.
There are many opportunities to learn from the major players and get some answers to your questions. Some of these opportunities during the spring are:
• Webinar: The Case for ABM – Lessons from the Masters
Together with ABM Consortium | 31 March
• CMO Digital Europe
By invitation only
• The Need-to-know Trends of B2B Marketing & Sales 2016
17 May – Helsinki, Finland | 20 May – Stockholm, Sweden
• SiriusDecisions 2016 Summit
24 -27 May | Nashville, TN, USA
• Gartner Tech Growth & Innovation Conference
6 – 8 June | Los Angeles, CA, USA
• ABM Breakfast Seminar | 22 June | Nice, France | More info to come
Vendemore had the pleasure of taking part in the conference CMO Europe and will soon be at the CMO Digital Europe event. These are a great place for B2B CMOs to network and share experiences in our fast paced digital world.
If you missed the opportunity to take part of the FlipMyFunnel event, here is our presentation on Slideshare and watch it on YouTube here.
More to come during the spring!
Listen to an interview with ABM Consortium and Christopher Engman. Vendemore has been in the ABM business for 9 years and is sharing some insight on the advantages of ABM. For example, the positive effect of making cross-selling marketing driven to help sales to get outside their comfort zone and make people talk about your additional services & products. ABM has the capacity to reach a vast amount of stakeholders within your key account.
You will also learn more about the risks that less mature ABM marketers might face in seeking only to measure their marketing efforts with clicks, even when looking to influence the CXO level
The interview is done by Mark Ogne; B2B marketer, advisor, board member and angel investor.
Vendemore was founded in 2007 and is the first digital Account Based Marketing company.
We offer global delivery and managed services for 100+ Fortune 2000 B2B companies worldwide with a special emphasis on North America and Europe.
Vendemore is owned by Bisnode, a leading supplier of Data & Analytics in 17 countries and a Partner of Dun & Bradstreet.
Vendemore has been named a 2016 "Cool Vendor" in CRM Sales by Gartner.