4 Ways to Measure Engagement at your Target Accounts

Are the right people at the account spending time with your company, and is that engagement going up over time? Engagement describes something fundamental about the customer’s connection to your brand: Higher degrees of engagement mean a deeper commitment. More time. More emotion. More of a relationship. More activity – such as buying and advocating. […]

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How to Sell into Accounts Using Influencers – Tips from Mark Roberge

Up to 17 people influence the typical enterprise purchase (up from 10 in 2011), according to IDG. In every complex business-to-business deal, there are many buyers involved: the decision-maker, the end user, the influencer, the CFO, the procurement department and so on. Each of these people has different motivations and pain points. Each is rewarded differently […]

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Marketers, Is ABM the Solution to Your Broken Sales Lead Handoff?

The B2B lead handoff process is broken. Marketers invest a ton of time and resources to acquire leads using a variety of tactics, from data acquisition to SEO to trade shows to paid ads. Additional money is invested in marketing automation and content marketing to cultivate and nurture individual leads until they’re deemed ready for […]

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Setting Benchmarks, Aligning Your Team and Orchestrating ABM: Q&A with Katie Bullard

Making the shift from a traditional demand gen strategy to an Account Based Marketing strategy doesn’t happen overnight. After all, ABM means different things to different companies. What works for Engagio may not work for you. However, there are foundational pieces that everyone needs if they want to see success, no matter where you are […]

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Think You’re Not Ready for Account Based Marketing? Try These 6 Ideas First

It can be intimidating to make the switch from traditional demand generation to an account-based mindset. It requires B2B organizations to evolve their process and activity — and change is never easy. But, even if you think you’re not ready for a full Account Based Marketing strategy, there are numerous ways that you can apply […]

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