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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Account-Based Marketing

Account-Based Marketing

Marketing without ABM is Like the Holidays Without an Ugly Sweater

It used to be that ugly holiday sweaters were something that showed up as gifts from far-flung relatives, only to be shoved to the back of the sweater drawer,...

It used to be that ugly holiday sweaters were something that showed up as gifts from far-flung relatives, only to be shoved to the back of the sweater drawer, never to be worn. They made an occasional appearance when your elderly aunt arrived for the holidays wearing one and all you could do was cringe. Today ugly holiday sweaters are everywhere. People have ugly sweater parties where they are required for all guests. People give them as gifts and expect their recipients to...

Account-Based Marketing

What the Holidays and Account Based Marketing Have in Common

It’s that most wonderful time of year again -- with the holiday spirit in the air for businesses and consumers alike. As the founder of Due, a payments startup...

It’s that most wonderful time of year again -- with the holiday spirit in the air for businesses and consumers alike. As the founder of Due, a payments startup business, my team and I are pretty excited to celebrate our successes in 2016 and start focusing on the upcoming year. We look forward to the challenge and the rush of planning how we will enact an expanded account based marketing (ABM) strategy. Engrossed in holiday planning and decorating both at the company and at...

Account-Based Marketing

Be Thankful for Account-based Marketing this Holiday Season

Account-based marketing, or ABM, is what seemingly every B2B marketer has been talking about in 2016. And if you believe the experts and the surveys, it is...

Account-based marketing, or ABM, is what seemingly every B2B marketer has been talking about in 2016. And if you believe the experts and the surveys, it is something that marketers should be thankful for. Talk is cheap, but real results are something that your should proudly shout your thanks to the hills. More Than 70% See Real Results from ABM Peter Isaacson, CMO of Demandbase, described it as "the cornerstone of most B2B marketing plans. In 2016, we saw more than 70% of...

Account-Based Marketing

5 Account-Based Marketing Pitfalls to Avoid

B2B marketing has been touting account-based marketing (ABM) as a key strategy that is helping to fine-tune prospects that are ideal for your solution. The...

B2B marketing has been touting account-based marketing (ABM) as a key strategy that is helping to fine-tune prospects that are ideal for your solution. The tactic can provide an effective avenue for creating meaningful campaigns that appeal to these prospects, enabling you to increase your conversions. Just because more people are investing in ABM because of its success rate doesn’t mean all these marketers are moving forward and using the concept of ABM correctly. Part of ...

Account-Based Marketing

The 5 Fundamentals of Account-Based Marketing You Need to Know

According to Forrester Research, fewer than one percent of leads turn into revenue-generating customers. Yes, you read that right: fewer than one percent. With...

According to Forrester Research, fewer than one percent of leads turn into revenue-generating customers. Yes, you read that right: fewer than one percent. With that kind of lackluster return, B2B marketers, in particular, are increasingly searching for new tactics that will help them reach the right prospects at the right time with the right messaging. Enter account-based marketing (ABM), an old school set of fundamentals that—thanks to new technology and fresh...

Account-Based Marketing

What CMOs Really Think About Account-Based Marketing

Is account-based marketing (ABM) a short-term trend or a long-term strategy? Is it resource intensive or scalable? An optional component or core pillar? There’s...

Is account-based marketing (ABM) a short-term trend or a long-term strategy? Is it resource intensive or scalable? An optional component or core pillar? There’s no doubt that today’s B2B CMOs are taking a growing interest in account-based marketing. But what are modern CMOs considering as they attempt to implement effective ABM programs at scale? Argyle Executive Forum, a leading peer-to-peer C-suite networking group, developed a survey in partnership with Oracle Marketing...

Account-Based Marketing

Account Based Marketing and its Growing Interest Among B2B CMOs

In his Forbes piece published in May, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at...

In his Forbes piece published in May, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. The next question is whether ABM will go from being a trend to becoming a dominant strategy, forever replacing ‘spray and pray’ in the B2B mindset.” I...

Account-Based Marketing

Oracle Marketing Cloud Launches New Account Based Marketing Capabilities

Today’s B2B marketers are beginning to grasp the important shift toward account based marketing in order to drive bottom-line results. In fact, 84% of B2B...

Today’s B2B marketers are beginning to grasp the important shift toward account based marketing in order to drive bottom-line results. In fact, 84% of B2B marketers say that ABM delivers higher ROI than any other approach (ITSMA). The reality is that for too long, marketers have focused solely on targeting those taking action within an organization, which in most cases are not the true decision makers. Even marketers that want to extend their reach to key buyers throughout...

Account-Based Marketing

Demandbase Launches ABM Solution for Oracle Eloqua Marketing Automation

According to SiriusDecisions, more than 90% of companies call Account-Based Marketing (ABM) a B2B must-have. And now it’s become easier for marketers to use...

According to SiriusDecisions, more than 90% of companies call Account-Based Marketing (ABM) a B2B must-have. And now it’s become easier for marketers to use this strategy in marketing automation. Demandbase, the leader in Account-Based Marketing, has launched Account-Based Marketing Automation, an ABM solution for the Oracle Marketing Cloud. B2B marketers can now implement account-specific campaigns directly in Oracle Eloqua Marketing Automation, accelerating conversion rates...

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