Month: October 2021

What if you could double down on your account-based marketing (ABM) initiatives? By involving partners in the account-based marketing strategy, you have the potential to double your budget and the number of helping hands. Most organizations don’t think about this, but we did––and it’s working! ABM results increase ROI, with 97% of marketers reporting that they achieved higher ROI with ABM than with any other marketing initiatives.  What is account-based marketing (ABM)? Marketo defines ABM as “a focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.” Fundamentally, ABM consists of targeting, engagement, and measurement. Build these aspects into your program’s foundation, and you’ll be set up for success. Sounds pretty straightforward, right? Well, yes and no. Tactically, quite a few more steps require consideration, and even more when engaging with a partner.  The tactical side of account-based marketing Understanding the buyer, the first step in ABM, includes understanding if the buyer has the...