Account Based Marketing (ABM): Lead Development--Quality, Not Quantity

Don’t Wait for Buyers to Find You -- Go after them with ABM!

PART TWO: PERSONALIZATION, MEASUREMENT, AND TEAMWORK

Account Based Marketing (ABM) aims to personalize the approaches to individual accounts -- 75% of customers prefer personalized offers. With an ABM methodology, personnel in marketing work in tandem with those in sales to identify key prospects, and then together construct personalized programs and messages targeted to specific accounts. This “personalization” (emails, websites, and calls-to-action) enables potential customers to perceive value for your product, as it aligns with their business goals.

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Account Based Marketing (ABM): Lead Development--Quality, Not Quantity

“Don’t count the people you reach; reach the people that count.” ~ David Ogilvy

PART ONE: ABM, WHAT IS IT?

“ABM!” … “Account Based Marketing” is the most talked about thing right now in the B2B world. Yet, ABM has been around forever. “I was using basic ABM principles at Dell 25 years ago,” said John Ellett, CEO nFusion. So, what changed? What’s making the old ways the innovations of today?

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The ConnectLeader B2B Sales blog is written to share productivity tips, tools, news, and other information relevant to managers and senior executives interested in B2B sales productivity, demand gen, inside sales, sales operations, and business development issues.

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