Where Does Account-based Marketing Fit inYour Demand Gen Strategy?
For years, B2B organizations have built out list after list of targeted accounts to prioritize their outbound efforts. However, modern marketing teams need to take a more scientific approach in order to successfully identify, attract and convert prospects into paying customers.
Make account-based marketing (ABM) an effective part of your demand generation strategy with Lattice's new Predictive Playbook. Read this playbook for:
The real definition of Account-based Marketing
Expert advice from Jon Miller, Co-Founder of Marketo & Engagio, as well as Peter Isaacson of Demandbase and Nicolas Draca of Linkedin
Ways to overcome common challenges
Best practices to ensure ABM success
KPIs for measuring your results
Don't miss out on this critical shift in B2B marketing tactics. Download Lattice's Predictive Playbook on Account-based Marketing now.
First 3 Pages
We know how hard it is being a marketer today. So we’ve bundled smart ideas and tactics from elite marketers in our organization and beyond into a series of playbooks. These playbooks are designed to help diehard marketers like you align predictive marketing and lead scoring with today’s buying cycle. By applying these straightforward suggestions and proven strategies throughout the prospect/customer lifecycle, you can take your arketing to the next level.
This, our first playbook in the series, is focused on account-based marketing (ABM). Read on for insights into account-based marketing: what it is, how to overcome common challenges, best practices for success, how to measure the results and what the future holds.
What is Account-based Marketing?
Ask ten people how they define account-based marketing (ABM), and you’ll likely hear ten different answers. So we turned to the experts at SiriusDecisions, a leading global B2B research and advisory firm. According to SiriusDecisions, “Account-based marketing (ABM) is the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts. It also includes support for the post-sale customer lifecycle using marketing’s toolkit to contribute to the overall customer experience.”
In other words, ABM can include:
Named accounts that your organization has targeted
Accounts reaching you through inbound channels
Those in your existing customer base with the potential to buy more or at risk of churning
At the highest level, your entire marketing universe is made up of three groups:
2 Inbound leads
3 Outbound targets