Posts By

Matt Ellis

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14 Mar
2017

Measuring Account Based Marketing Success

Account Based Marketing comes with expectations that it will lead to success and drive growth, and rightly so. Teams are reconfigured, resources are allocated in new ways, and traditional strategies are deployed differently. It’s a significant undertaking for any organization – and requires plenty of planning. To start with, you need to gain a full…

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Before and After: Life as a Marketer with Content Analytics

For too long, the lives of marketers have been dictated by unreliable data, dubious correlations, and hearsay. The content Marketing creates has traditionally been created without keen insights into how past pieces have performed. Sure, there are statistics like page visits, bounce rates, email opens and clicks. However, these are superficial looks at engagement that…

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An Account Based Marketing Framework

Account Based Marketing as a strategy is not something that can be undertaken on a whim. It takes a serious level of commitment and strategizing to produce worthwhile results; there are no half-measures when it comes to ABM. But, this strategy is not restricted to particular types of organizations. Any organization can implement Account Based…

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1 Mar
2017

Traditional Marketing Playbooks for Account Based Marketing

In a survey of 120 marketers, Forrester found that “73% agreed that [Account Based Marketing] is a term that lacks specific meaning and is used inconsistently today.” That finding is unsurprising because Account Based Marketing (ABM) as it currently stands has many different definitions. Marketo defines ABM as a “strategy that concentrates sales and marketing…

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21 Feb
2017

Today’s Sellers and the Rise of Account Based Marketing

A Demandbase survey found that “71% of B2B organizations are either using [Account Based Marketing], interested in adopting the strategy or are testing it.” Account Based Marketing (ABM) is clearly a strategy many organizations are implementing to improve their selling. But, what is Account Based Marketing? ABM as it currently stands has many different definitions….

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Is Your Marketing Content Enabling Sales in Every Stage of Your Buyer’s Journey?

With the increased prevalence of CRM software and Marketing Automation Platforms (73% of companies use a CRM and 49% use a MAP), the barriers between Sales and Marketing should be dissolving. These robust tools aim to improve processes, provide valuable information, and serve as one-stop repositories. So why do these systems – even when they’re…

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