Account-based marketing Archives - Christopher S. Penn Marketing Blog

The Future of Account-Based Marketing is AI

by Christopher S Penn | Apr 6, 2017 | Account-based marketing, AI, Artificial Intelligence, Future, Marketing, Marketing automation, Marketing Technology

The premise of account-based marketing (ABM) is that we marketers should only expend valuable, scarce resources like time and money on the most probable prospective customers. Why spend on people who won’t buy? Properly implemented, ABM delivers significantly higher...

7 Marketing Trends in 2017, Part 8: ABM For Everyone

by Christopher S Penn | Jan 30, 2017 | Account-based marketing, Marketing, Marketing automation, Marketing Technology

The last marketing trend for 2017 I covered to some degree in this post about account-based marketing (ABM). ABM is likely to become the dominant form of marketing for complex sales as marketing automation software becomes more impactful and less expensive than ever....

7 Marketing Trends in 2017, Part 4: The Digital Attention Gap

by Christopher S Penn | Jan 24, 2017 | Account-based marketing, Marketing, Marketing Technology, Strategy

The major consequence of peak social is the digital attention gap. What is the digital attention gap? It’s the space between everyone we as marketers want to reach online and our ability to do so. Once upon a time, social media and digital marketing promised us nearly...

Account-Based Marketing for B2C Marketers Is Coming

by Christopher S Penn | Jan 5, 2017 | Account-based marketing, Customer Experience, Marketing, Marketing automation, Marketing Technology, Strategy

Account-based marketing (ABM), or target account marketing, has been the darling of B2B marketers for a few years. With advances in technology, it’s poised to become a powerful force in B2C marketing as well. An ABM Primer For those unfamiliar, ABM is a marketing...