Account-based marketing (ABM)
MarTech is your source for account-based marketing (ABM) intelligence. Here you’ll find up-to-date and authoritative resources including news, tactic-rich tutorials, buyer’s guides, the latest data to help you work smarter and make better decisions, and our account-based marketing buyer’s guide.
What you read here is written by our experienced in-house of editors and research professionals, and subject matter experts from leading brands and agencies.
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Why is it so hard to shift marketing’s focus from leads to accounts?
The challenges transitioning from leads to accounts in B2B are both technical and organizational.
ABM isn’t the B2B salvation we were promised
Account-based marketing's promise of sales and marketing unity got lost in tools and tech. Here’s how to reclaim its strategic potential.
Is your ABM strategy keeping up with the times?
Enhance your ABM efforts with smarter data practices, precise targeting and full-funnel engagement.
Why modern ABX is the future of enterprise GTM
Traditional ABM is no longer enough. You need a strategy that delivers smarter targeting, better orchestration and measurable revenue growth.
Why buying-group marketing beats ABM every time
B2B buying isn’t a solo act. See how understanding group dynamics can make your marketing more precise and effective.
Winning the race to profitability with a dynamic ICP
The concept of an ICP is often misunderstood. Let's set it straight.
Smarter attribution strategies to help B2B marketers prove campaign value
A new LinkedIn report highlights ways marketers can improve their tracking and optimization of results.
How the Salesforce Lead Object broke B2B marketing (and how to fix it)
Effective sales and marketing in B2B relies on accounts. Salesforce was designed to focus on leads. Therein lies the problem.
A marketer’s guide to marketing automation platforms
We've published a new buyer's guide on the MAP market with profiles of 14 leading vendors. Get an overview of the report.
This 4-pillar foundation will break down silos for account-based expansion
This approach focuses on GTM alignment, including shared goals, clear roles, collaborative communication and unified metrics.
Creating personas for account-based marketing (ABM): Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: How to build personas for ABM campaigns.
Demandbase rethinks ABM amid B2B marketing challenges
Veteran ABM platform Demandbase is asking foundational questions about the category as B2B marketers feel the pain.
Why B2B CMOs are frustrated with ABM platforms
Unsure about your ABM platform's value? Learn the pitfalls, from high costs to cross-department challenges, and explore agile alternatives.
Why account-based expansion is B2B’s next growth lever
Struggling with rising acquisition costs? Unlock hidden revenue by shifting your ABM approach to focus on account-based expansion.
Use AI to supercharge your ABM campaigns
Get actionable tips and real-world examples you can immediately implement in your campaigns for a competitive edge.
Marketing artificial intelligence (AI)
Essential stack for a B2B startup: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: the most important platforms for growing a B2B startup.
How to choose a data enrichment solution
Do you have all the data you need? If you don't, here are the issues to look at when picking a data enrichment provider.
The small B2B marketing team’s guide to ABM
Focus your efforts and amplify your results with these practical tips for implementing account-based marketing.
The marketer’s guide to conquering data quality issues
Learn to measure ABM success with our guide on the essential metrics that go beyond traditional tracking and drive real business impact.
Customer relationship management (CRM)
22 must-have reports for measuring CRM health
Find out the reports you need to monitor data hygiene, improve marketing and sales processes and much more.
What is account-based marketing?
Interest in ABM is surging as technologies to target key accounts improve and relevant data becomes more accessible.
Why buyer groups matter in B2B demand gen and how to target them
Unlock the potential of B2B buyer groups by identifying, targeting and engaging stakeholders beyond the C-suite.
Channel99 introduces digital channel scoring for B2B
B2B marketers would love to know where their ad dollars are performing efficiently. Channel99 is trying to take the guesswork out of it.
How to measure what matters in account-based marketing
Learn to measure ABM success with these essential metrics that go beyond traditional tracking and drive real business impact.
Pipeline 360 launches new display advertising platform
A convergence of first-party based display advertising and content syndication creates what Pipeline 360 is calling 'branded demand.'
B2B marketers say improving data quality is top priority
Companies using content syndication and programmatic were almost twice as likely to have had a significant revenue increase last year.
New ways to identify B2B buying group members
Here’s how AI-powered solutions from Demandbase, Anteriad and 6sense can help you find and engage the right decision-makers.
Customer relationship management (CRM)
MarTech’s CRM experts to follow
CRM is essential to martech. Doesn't matter if you're B2B or B2C, you use it. Here are the must follow voices to stay up to date on the latest developments.
How ABM systems are evolving to meet changing B2B buying behaviors
AI and changes in buyer behavior are driving new trends in account-based marketing and the technology used for it.
Maximizing your B2B spend: Is account-based marketing worth it?
ABM promises precise B2B targeting, but is it right for you? Learn the pros, cons and key considerations for implementing ABM effectively.
How to find your next, best customers with ABM
Here’s how account-based marketing (ABM) can help you identify and acquire your next, highest-value customers.
Marketing automation buyer’s guide
Does your organization need a marketing automation platform?
The benefits of using a MAP start with real-time, personalized, omnichannel experiences — but they don't end there.
The 4 steps you must take before launching your product
By the time you mention your product to a prospect, you must prove you understand them and can help. Here's how to do that.
Channel99 launches “view-through” pixel technology for digital B2B campaigns
Customers can now use Channel99 pixels to track efficiency, reach, engagement and impact across a range of campaign channels.
CLV: The metric that means money
Customer lifetime value is a simple concept with profound implications. It is a critical success factor if you’re looking for long-term profitability.
Channel99 announces verification pixel technology for B2B
The new platform will give B2B marketers visibility into performance across advertising, web, webinar, email, social and other channels.
A sales-side view of marketing, automation and AI
The head of sales for Babbel gives an inside look at working with marketing, putting together a campaign and more.
MarTech’s experts to follow: The lists so far
Who ya gonna call? These folks. From ABM to MOps, here are all the experts you must follow to know what's happening.
How to get more ROI from your ABM tech
Some best practices for B2B marketers on how to use get the most from your ABM technology both directly and indirectly.
For ABM marketing, don’t get lost in technology
Simply having ABM technology doesn’t mean you have a strategy. The strategy should come first and be supported by the tech.