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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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.
How to decide if you’re ready for an ABM solution
Everyone in B2B marketing is talking about ABM, but not every business is ready for an ABM tool. Find out if your business is.
24 questions to ask ABM vendors before signing the contract
Plus 15 questions to ask customer references about their experience with account-based management solutions.
MarTech’s ABM experts to follow
Want to target and engage high-value accounts with personalized experiences? You need ABM and you need to follow these ABM experts.
Account-based marketing strategy
ABM is a key aspect of B2B marketing. Learn how a strategic approach is required for maximum benefit.
5 steps for building a recession proof ABM program
To succeed in this competitive market, you need to optimize your ABM strategy. Here are five steps to get you started.
How to do marketing personalization at scale
How Domino's, DICK'S Sporting Goods and other brands are leveraging personalization software solutions — and getting results.
5 go-to-market recommendations for marketing leaders
Here are the metrics and tactics you need for a GTM strategy that can drive revenue and survive economic challenges.
How to make revenue generation a company-wide effort
Marketing leaders must work with colleagues to generate customer revenue more efficiently and effectively. Here's how.
Common elements of successful ABM strategies
This MarTech guide looks at why B2B companies use ABM software and describes the key elements of successful ABM strategies.
3 best practices for B2B ABM marketers
Full-funnel strategies for using data and insights to engage your top B2B prospects.
How to create winning B2B programmatic ad campaigns
Whether establishing a brand or increasing demand, here's how one company ran two successful B2B programmatic ad campaigns.
Product-led growth: 3 important lessons from the front line
While this model is all the rage as a go-to-market strategy for B2B software companies today, not all products are the right fit for PLG.
The state of intent data in 2023 and beyond
With B2B's increasing reliance on intent data, now is a good time to assess its current state and prepare for what's ahead.
How to sharpen your B2B marketing experience strategy
Make sure you’re delivering experiences to buyers with the right level of targeting.
Integrate and 6Sense announce ABM partnership
Integrate's new 6Sense connector joins real-time buying behavior insights to demand acceleration campaigns.
ABM take-aways from Scott Vaughan at MarTech Fall 2022
Follow these guidelines to launch, or relaunch, an ABM go-to-market approach within your organization.
Sendoso launches a freemium eGifting service
The corporate gifting service is offering unlimited eGifting aimed primarily at the SMB market.
Channel99 will help marketers measure the performance of channels and vendors
A new company from the founder of Demandbase is seeking to meet the B2B attribution challenge, leading with a free mobile app.
B2B marketing confidence survives budget pressures
Content and digital marketing are top strategies for B2B teams despite flat or cut budgets.
How to mine data from digital events
Third Door Media’s Marc Sirkin shows how online events can yield valuable data to boost marketing and drive sales.
How to keep up with accelerating customer expectations: The MarTech Conference keynote
Top marketers discuss big changes underway in how consumers and B2B buyers engage with brands.
Tech buyers increasingly prefer buying from third-party marketplaces rather than vendors
A new report from G2 shows buyers shifting away from vendor interactions as vendor trust wanes.
Get your front row seat for the race to be the B2B revenue platform of record
The jockeying is on among leaders in a new B2B mega-category: revenue tech.
How to tailor ABM to your specific needs
Different products and markets need different ABM approaches.
B2B customer journeys that begin at review sites are significantly shorter
When a software review site is the first touch on a customer journey, the length of that journey can be dramatically reduced.
Why clean data is key to organizational success
Without clean, actionable data, brands will have a difficult time succeeding in digital marketing.
How ABM strategies can accelerate marketing and sales velocity
ABM has the potential to improve both marketing and sales operations.
Webinar: An easy-to-use, actionable ABM framework (finally!)
Proven examples to help you execute your account-based programs.
Casted adds firmographic data to its B2B video and podcast platform
Casted Insights aims to provide a holistic view of audiences rather than vanity metrics on content consumption.
How Planful uses customer intent to speed up the B2B buying cycle
The financial planning platform is using customer reviews and downstream intent data to improve their ABM strategy and boost B2B marketing engagement.
Jodi Cerranti Gives 3 Effective ABM Strategies at MarTech Spring 22
The best ABM strategies go beyond targeting the most obvious accounts.
Integrate announces Social and Cross-Channel Insights
The precision marketing provider adds new LinkedIn capabilities to its platform and provides cross-channel insights across the different parts of its offering.
You’re interested in ABM but what will it cost?
How to think about, price out and allocate wisely when budgeting for ABM campaigns designed to turn data into dollars.
Bringing your ABM strategy to the world of CTV
CTV offers plenty of new ways to drive leads.
TrustRadius, Demandbase One announce intent integration
The ABM go-to-market platform will ingest intent data direct from the TrustRadius software review site.
Drive growth with account-based marketing
Why B2B e-tailers need to think about ABM now more than ever.
Buying group marketing: The next evolution of ABM
Account-based marketing must adopt buying group strategies to secure B2B buy-in.
Learnings from MarTech Webinar Speaker on ABM
Auseh Britt of Terminus unpacks tactics to help marketers improve their ABM strategies.
Revamp your ABM strategy and fix the broken sales-marketing lead funnel
Market, engage and sell to buying groups who want to hear from you.