How to Market to Buying Groups

A Comprehensive Guide to Running Effective Account-Based Marketing Campaigns

In your FREE guide, you'll learn...

Why and how B2B marketers must target a different kind of audience.
How to build a reliable account-based marketing technology stack.
Four stages of account-based marketing, from identifying target accounts to measuring performance.
An account-based marketing case study, featuring SAP.

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Introduction

Thanks to the recent wave of new marketing technology, marketers now play an important role in account-specific outreach, and ABM is catching on fast.

According to 2015’s “State of Account-Based Marketing Study” by SiriusDecisions, 52 percent of B2B companies already have pilot programs in place, and 90 percent believe ABM is a “must-have.”2 But a lingering skills and knowledge gap is making it difficult for some companies to fully realize ABM and turn their campaigns into measurable results. This e-book will help you build a concrete plan and acquire the necessary tools to succeed.