What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

ABM is near and dear to my heart as I was in the middle of the tornado that spun up the term ABM during my time at Demandbase. As the PMM there at the time, we not only d...

With traditional marketing we have a wider audience and are doing a marketing volume play and casting a wider net. With an ABM strategy we know exactly who we want to go ...

ABM is a topic that is near and dear to my heart, as we just announced 7 new ABM integrations and hosted a webinar about ABM strategies. Data-driven marketing has extende...

Start with account reality, not broad personas. Let me explain:In traditional marketing, PMM spends a lot of time defining personas and segments that work at scale. In AB...

Traditional B2B marketing is often done through broad-reaching campaigns. Most marketers try to get their word out—as far and as wide as possible—by leveraging different ...

There is 1 foundational action PMMs must complete before touching ABM: Define a clear ICP (ideal customer profile). That ICP (which should comprise of target persona at c...

We have a dedicated ABM team, but they partner with the Product Marketing team when they need specific proof-points related to a persona, vertical, or pain-point within a...

Account-based marketing started because, for decades, sales did account-based selling. Instead of a salesperson just opening up a list of, say, every financial services c...

Building on Jennifer's reply above, we have 4 tiers. We aim to do proactive work (meaning working with BDRs, sales, account managers, success team) to identify a way to e...

To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or lea...