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B2B Marketers React to ABM Trend & Share their Own Programs

B2B Marketers React to ABM Trend & Share their Own Programs. Guest Post by Emily Sue Tomac, Research Analyst at TrustRadius. As new software features and vendor positioning race to join the ABM trend, B2B marketing leaders share enthusiasm, skepticism, and details about their ABM programs at the Marketing Nation Summit. While some are just getting started with ABM, others have more mature programs that have already gone through multiple iterations.

At its recent Marketing Nation user conference in Las Vegas, Marketo announced the upcoming release of new features for account-based marketing automation. According to Marketo s product marketing team, the release, planned for August 2016, will surface account data that was there all along behind the scenes, making it easier to plan, trigger, and track campaigns around the account object rather than leads.

Marketo also plans to update the Sales Insights module, giving salespeople visibility into how their accounts are engaging with marketing campaigns. The new features could create competition between Marketo and LaunchPoint partners whose products bridge the gap between lead and account objects.

However, representatives from Marketo were quick to note that leading ABM vendors like Engagio are quickly building out their products with more advanced features and additional use cases. Engagio's thought leadership around account-based everything is spearheaded by the company s co-founder Jon Miller, formerly CMO and co-founder at Marketo. The TrustRadius Research team attended the conference and spoke to vendors, experts, and practitioners about developments in ABM software and their own ABM programs.


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