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12 Keys to Effective Account Based Marketing (ABM) Programs

David Bowman Account Based Marketing buyer personas buyer's journey Organizational charts

Account Based Marketing (ABM) is the hottest buzz terms in marketing right now but it's really nothing new. I've been helping customers run key account marketing campaigns with my Fortune 500 sales intelligence reports for almost 20 years. ITSMA coined the phrase in 2004 however the concepts have been practiced by the more advanced technology companies for many years. 'Treat every customer like a marketplace'.Do your secondary research. Review their annual report, the last two earnings call transcripts, study important LinkedIn profiles, research resumes on Indeed, read recent news articles on Google News, and review the web site. Next, do...

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4 Ways to Build High Performing Account Based Marketing (ABM) Programs

David Bowman ABM Account Based Marketing Fortune 500 Org Charts

Whether you're just getting out of the gate with Account Based Marketing initiatives or you've been executing successful programs for years, columnist Peter Isaacson outlines 4 focus areas for your ABM programs. 1) Sales And Marketing Alignment - Alignment across your sales and marketing teams is the first critical step to successful ABM. ABM helps get the teams on the same page by focusing them on the same set of accounts. 2) Target Accounts - There are several ways to select target accounts. When it comes to the type of accounts on which to focus, the most common way is to simply...

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6 Things You Need to Know About Account Based Marketing (ABM)

David Bowman Account Based Marketing Contact Discovery Fortune 500 Org Charts

I found a great article highlighting 6 things you need to know about Account Based Marketing (ABM). Select Accounts - pick target accounts that are most likely to produce revenue. Discover contacts and map to your accounts - identify all of the contacts that fit into your ideal buyer profile. Develop account insights - learn as much as you can about your target accounts. Generate account relevant messages and content - target buyer teams inside the account using your messaging and content. Deliver account specific interactions - personalize messaging for each account. Organize account-focused plays - coordinate plays that align...

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14 Interesting Fortune 500 Facts

David Bowman Fortune 500 Fortune 500 companies Fortune 500 List Fortune 500 Spreadsheet

The Fortune 500 list consists of the largest U.S. companies ranked by their gross revenues. There are publicly traded and privately held companies listed on the Fortune 500 list. For a private company to make the list, they need to fully disclose their financials to Fortune. In addition, there are a handful of companies on this list that are traded on foreign exchanges. The rate of change in the Fortune 500 in 2015 is unprecedented. Almost 95% of CEOs expect their company to change more in the next 5 years than in the past 5 years. Interesting Facts: Fortune 500...

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What Are The Best Job Titles to Sell To? It Depends…

David Bowman Fortune 500 companies Fortune 500 Job Titles Fortune 500 Target Account Selling strategic account plan target account marketing

Question:  “I'm working on a marketing strategy for my account teams and am trying to choose titles to target. Should I go VP and higher?”   Answer: In a perfect world you would match a prospect's responsibilities to your marketing goals instead of focusing on titles. At a bare minimum you should understand your targeted accounts well enough to distinguish the importance of titles there. For instance, Microsoft doesn't have any Senior Vice Presidents. This title has been replaced since around 2011 by Corporate Vice President (CVP), which is just a step down from Executive Vice President and a step up...

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