Digital Marketing Guides from Jane: account based

Wednesday, February 22, 2017

What You Need to Know to Get Started with Account-Based Marketing

Account-based marketing (ABM) is a white-hot buzzword for B2B marketers right now. You see it everywhere: guides, eBooks, infographics, blog posts by handsome bald content marketers–the works. Yet as much as everyone is talking about ABM, there’s still plenty of confusion about what it is and how best to do it.

It’s all well and good to say, “We should get some of that sweet account-based marketing; I hear it’s a gold mine.” But implementing a program in a strategic way takes a little more digging.
What Is Account-Based Marketing?

My favorite definition of ABM comes from Engagio CEO Jon Miller:

“Account-based marketing: a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.” – Jon Miller, Engagio

Think of traditional marketing as a confetti cannon. You set it off, it blankets the entire audience in confetti, and hopefully the one or two people you really wanted to confetti-ize get covered.

Crazy Business Facts

Internal emails caught a team of Morgan Stanley employees sarcastically naming a subprime CDO in 2007. “Nuclear Holocaust,” “Mike Tyson’s Punchout,” “Hitman,” “Meltdown,” and “S***bag” were all considered.
Thanks in large part to cellphone cameras, “Ten percent of all of the photographs made in the entire history of photography were made last year,” according to Time.
“Globally, the production of a given quantity of crop requires 65% less land than it did in 1961,” writes author Matt Ridley.
According to Bloomberg, “The 50 stocks in the S&P 500 with the lowest analyst ratings at the end of 2011 posted an average return of 23 percent [in 2012], outperforming the index by 7 percentage points.”
U.S. charitable giving was $298 billion in 2011, according to the Giving USA Foundation. That’s more than the GDP of all but 33 countries in the world.
In December, a start-up called Contrail Systems was purchased for $176 million two days after it launched.
Netflix surged more than 50% on Jan. 24 from the previous day’s low. $1,000 invested in short-term call options would have been worth $2 million in less than 24 hours. (Please don’t try this at home.)
Apple’s cash and investments are now equal to the GDP of Hungary and more than those of Vietnam and Iraq.
According to The Telegraph, “Four in 10 girls born today is expected to live to 100. ... If trends continue, the majority of girls born in 2060 — some 60 per cent — will live to see 2160.”
Despite the overall population doubling, more babies were born in the U.S. in 1956 than were born in 2009, 2010, or 2011.