Search Marketing Knowledge Center

Relationships: How to Sell-In, Execute, and Measure High-Performing ABM

Leading Edge August 14, 2024

There’s a good chance most of us are familiar with the place of “relationships” as one of the key outcome groups of ABM (reputation, relationships, revenue, retention). What’s discussed less is the importance of all the other relationships that contribute to long-term ABM success, such as the ones we need to build internally, those that exist between our systems, data, and technology, and the connection between relationships and ROI.

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This Vendor Convinced GE to Retain Its Services Because of, Not Despite, Cost Cutting

B2 Awards July 18, 2024

Cloud-management firm VMWare undertook to convince GE that it could help it achieve cost efficiency and flexibility in the face of financial cutbacks.

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Avaya Thinks Connected in Healthcare

B2 Awards July 3, 2024

Avaya's Think Connected campaign leveraged a highly personalized account-based marketing strategy to drive digital transformation for the U.K.'s National Health Service (NHS), showcasing Avaya's capability to enhance patient care and operational efficiency.

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The ABX Factor: Samsung Knox's Personalized Revolution

B2 Awards June 30, 2024

Samsung's personalized ABX campaign for Knox successfully targeted major publishing companies, driving significant sales and engagement through highly customized marketing strategies.

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Harnessing the Power of the Mid-Funnel

Event Recaps June 14, 2024

Broadridge Financial shared how it transformed its middle funnel tactics to drive consideration.

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Harnessing the Power of the Mid-Funnel

Conference Session Videos June 14, 2024

In this video, Broadridge Financial shared how it transformed its middle funnel tactics to drive consideration.

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How Guidehouse Launched a New Brand and Effective ABM Strategy

Event Recaps June 13, 2024

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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How Guidehouse Launched a New Brand and Effective ABM Strategy

Conference Session Videos June 13, 2024

In 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, 2024

After 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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How Chevron Lubricants and Quarry Leveraged ABM

Event Recaps May 16, 2024

Walt 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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