B2B marketing tips for an effective account-based marketing (ABM) strategy

Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70 percent of B2B companies had staff dedicated to ABM programs, compared to just 20 percent the previous year, according to a study by SiriusDecisions. In 2017, B2B marketers are looking to refine their approach, leverage new tools, and better focus their investment on critical key accounts.

The concept of ABM hinges on the convergence of Sales and Marketing — two historically divided sectors — working together to define key accounts and develop campaigns designed to engage target prospects. A successful ABM program involves building brand awareness, engaging target prospects and growing customer accounts, all in a highly targeted fashion.

[Read the full article on MarTech Today.]

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

​Kristie Colby is the Executive Director of Client Accounts at

SmartSearch Marketing

, a Boulder, Colorado-based search engine marketing agency. Kristie entered the search industry in 2002 and joined the SmartSearch team in January of 2009. Early in her career, she developed an expertise in online travel and, in the years since, Kristie has worked with clients in a variety of industries on local and national levels including Berkshire Hathaway, Bernstein Rein, Career Education Corporation (Le Cordon Bleu North American schools), LifeSize (a Division of Logitech), Confio Software and QAD. She is a football fanatic, cooking enthusiast and recently took up the challenge of climbing Colorado Fourteeners.

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