Account-Based Marketing (ABM): Trends and Resources
The Association of National Advertisers (ANA) serves as the voice and advocate for marketers across the globe. With a rich history spanning over a century, the ANA is committed to advancing the interests of its members, promoting responsible advertising practices, and driving the growth and success of the advertising industry as a whole.
Below is a small sample of the content resources available to ANA members regarding account-based marketing (ABM).
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How Guidehouse Launched a New Brand and Effective ABM Strategy
Conference Session Videos June 13, 2024In this video, Guidehouse CMO Joy Jarrett and COMM’s Amy Grucela shared how the organization and its agency partner successfully developed a new brand platform and created an account-based marketing strategy to both support that platform and drive new business growth.
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Was Account-Based Marketing a Waste of Time?
B2B May 24, 2024After years in which one-to-one account-based marketing (ABM) dominated the market, a majority of B2B firms now deploy at least two types of ABM — whether one-to-one, one-to-few, or one-to-many — while almost a third use all three types, according to a recent study. That's a significant bump from 2017, when just 35 percent of marketers used more than one type of ABM. The numbers may indicate that B2B firms are getting back to the basics to refuel their various ABM initiatives.
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10 Tips to Grow ROI Using An ABM-Based Approach to IRL Events
Event Recaps May 16, 2024In today's data-driven landscape, B2B marketers understand the importance of maximizing ROI from in-person events. This session delved into actionable strategies rooted in ABM principles aimed at elevating event success and driving tangible business outcomes.
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How Chevron Lubricants and Quarry Leveraged ABM
Event Recaps May 16, 2024Walt Collier (Americas commercial sector manager at Chevron) and Peter Harrington (senior director demand marketing at Quarry) unpacked how they applied the eight tenets of account-based marketing (ABM) to make Chevron Lubricants’ first ABM campaign a big success.
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HP Triumphs with ABM Campaign
REGGIE Awards April 17, 2024HP launched its Subscription Management Service with a data-driven ABM campaign across multiple digital channels. The campaign achieved exceptional results, surpassing lead generation targets by 179 percent, doubling the email open rate average, and achieving a click-through rate seven times higher than the industry benchmark.
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Making ABM an Integral Part of Your Organization’s Strategy
Event Recaps March 14, 2024In this roundtable discussion, topics included: identifying and replicating account-based marketing (ABM) best practices; creating ABM advocates across sales and marketing teams; and building new skills as ABM practitioners to scale expertise.
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Account-Based Experience and Beyond: Transforming Martech in the Pursuit of Revenue
Leading Edge January 18, 2024Earn more revenue with Account Based Experience (ABX) and Lifecycle Revenue Marketing. Transform your B2B marketing strategy with a unified approach.
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