If you’ve been reading marketing blogs, listening to marketing podcasts or attending marketing conferences over the last few years, ABM, or account-based marketing, isn’t a new term to you. In fact, you may be employing this strategy in your organization right now, and for that we commend you. Read on for the definition of ABM and five tips for implementing this B2B marketing strategy.
Having spent many years collectively in marketing roles and working with Sales (our favorite department!), we have compiled a list of key considerations that will help drive a healthy lead funnel for your organization. Time for a gut check! Knowing who your ideal leads are is an important step to crafting your message and establishing key data points to collect and analyze against your marketing programs.
In a previous blog post, we focused on the Anatomy of a Good Lead – the characteristics of a lead that make it valuable to sales and marketing for additional nurturing and sales follow up. But how do we determine the value of these characteristics? With marketing automation advancements, lead scoring has become an essential piece to grading the readiness of your leads, ensuring proper hand-off at the right time