What you need to know about account-based marketing
Account-based marketing (ABM) is not a new concept in the B2B marketing sphere. But like many buzzwords and emerging marketing technology categories, interest has been heating up globally as marketers...
View ArticleAccount-based marketing: One marketer's journey to B2B customer nirvana
Aruba Networks marketing director, Gregory Yatman, has been a proponent of account-based marketing (ABM) for five years, first coming across the concept while working at software integration firm,...
View ArticleAccount-based marketing gets boost with vendor alliance
Seven marketing technology vendors have come together to launch the Account-Based Marketing (ABM) Leadership Alliance aimed at helping B2B marketers with their targeted accounts strategy.
View ArticleIn pictures: Making your account-based marketing strategy sing
CMO recently held a roundtable in partnership with Marketo on how to build a successful account-based marketing strategy. Here are pictorial highlights from the exclusive lunch event. Photos by Dave...
View ArticleHow Domo's VP of marketing sees marketers bridging the gap with sales
Marketing automation may have helped reduce the gap between sales and marketing teams, but it’s also causing many marketers to think too linearly about their customers, according to Domo’s VP of...
View ArticleCMO's top 8 martech stories for the week - 18 January 2018
All the latest martech and adtech news this week from InMobi, Salesforce, Demandbase, Adobe, Canva, Talkwalker, Visto, and ContentSquare.
View Article7 ways Teradata’s CMO plans to turnaround the 40-year old technology brand
If there’s one attribute Martyn Etherington is counting on to realise his ambitious brand transformation plans at Teradata, it’s bravery.
View Article5 CMOs on the marketing approaches they will - and won't take from 2018 into...
As leaders move into a new calendar year, there's always the opportunity to take a close look at what is and isn’t working in their go-to-market strategies, and how things could improve. And given the...
View ArticleAdobe unveils customer data platform, Commerce Cloud and fresh Ad, Marketing...
A real-time customer data engine and platform, Customer Experience cloud improvements, a new Commerce Cloud and integration of Marketo into Marketing Cloud are among Adobe’s latest efforts to deliver...
View ArticleMarketo debuts conversational ABM, partnerships and the B2B experience push
Account-based marketing is front and centre for Marketo under its new owner, Adobe, and the group is claiming a world-first on conversational ABM to prove it.
View ArticleCMO's top 8 martech stories for the week - 25 April 2019
All the latest martech and adtech news this week from Terminus, Intercom, Engagio, LiveTiles, Informatica, Native, Blueshift and Quantum Metric.
View ArticleHow Aprimo is building a better target customer strike-rate through ABM
Aligning sales and marketing teams and securing executive buy-in are arguably the hardest parts of adopting an account-based marketing (ABM) strategy, Aprimo’s global demand generation and ABM...
View ArticleHow this SaaS company used account-based marketing to go upmarket
Investment in an account-based marketing (ABM) strategy and tech is enabling digital intelligence platform vendor, FullStory, to attract and boost new enterprise-grade client engagement by upwards of...
View ArticleWhy SAP went with an account-based marketing approach
With technology now underpinning most functions within business, it’s not surprising to see functional leaders taking an interest in their organisation’s technology purchases.
View ArticleThe dos and don'ts of account-based marketing
Take a dive into any B2B marketing playbook today and you’re likely to encounter account-based marketing (ABM) in the mix.
View ArticleSalesforce B2B marketing GM: ABM, single source of truth and aligning with sales
“If there are two sources of truth, there is no truth.” It’s a comment that screams common sense. Yet when you look at the state of the relationship between marketing and sales teams, it’s still not...
View ArticleForrester SiriusDecisions debut planning assumptions to help CMOs plan in 2021
Planning, embracing change and transforming familiar approaches will be critical to success for B2B leaders, according to Forrester's SiriusDecisions research team. And leaders across the revenue...
View ArticleCMO's top 8 martech stories for the week - 12 November 2020
All the latest martech and adtech news this week from Oracle, Cheetah, Blis, Sprinklr, ZoomInfo, SAP and Demandbase
View ArticleCMO's top 8 martech stories for the week - 18 March 2021
All the latest martech, customer and adtech news from Impact, Integral Ad Science, Verint, Confirmit and FocusVision, HypeAuditor, Bristlecone and Sitecore, Silverbullet and Talend
View ArticleCMO's top 8 martech stories for the week - 1 April 2021
All the latest martech, customer and adtech news from 6sense, Acquia, Neustar, Tableau, Impact, Outbrain, Blippar and ActionIQ
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