AMA: Albertsons Companies Director, B2B Marketing, Sierra Summers on Account Based Marketing Strategy

Marketing cannot close business without sales. Sales is the most important partner to marketing, ABM or not. While you can gain the support of the leadership teams, sale...

I don't think ABM at its core is all that different from landing net new vs cross/upsell/expansion. If you boil it down, you are taking a set of channels and tactics and...

This is a great question! I can't tell you the number of times I've created content because someone in the C-suite thought it would be a good idea, or because a sales re...

Work with your sales team! You can use a lot of different tech and methods to identify target accounts, but if your sales team isn't bought in, you won't be successful....