In account-based marketing (ABM), account selection is the first step in the ABM process and, in my view, the most important activity. And most companies don’t do it well. In this post, we will explain why ABM Account Selection is so critical to get right, and I will help you develop an account prioritization matrix that works for you.
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Account-Based Marketing Strategy
Account-Based Marketing is our driving passion. It's what we do. To help you become ABM superstars, we have created dozens of articles, podcasts, webinars on ABM, especially focused on the issues faced in complex sales.
ABM Account Selection
Check out the ABM 101 Course on the New Buzz B-School
Learn the fundamentals of ABM, challenges with current B2B marketing environment, what ABM is, why it matters and get to grips with the 7 basic principles of ABM.
Why an Obsession with Buying Groups Will Improve Your Marketing
If Accounts are the atomic unit of ABM, then buying groups are the protons and electrons. In B2B and especially in ABM, Buying Groups, Buyer Groups, Buyer Collectives, Buyer Circles – whatever you choose to call them – are a fundamental concept. And it’s one we obsess over. In this post, we will dive into buying groups: What they are and why a better understanding will change how you market.
10 Tips on Personalization in Account-Based Marketing
Personalization is crucial in Account-Based Marketing (ABM) and Account-Based Experience (ABX). At its heart, ABM is about allocating marketing resources more precisely to a select group of accounts instead of a broad audience. You do this by leveraging insights about
Enterprise ABM vs Growth ABM?
Account-based Marketing (ABM) is in its third decade and has become a festival of definitions and acronyms. One of the latest I have heard referenced is the notion of Enterprise ABM and Growth ABM. I think it was the superb Davis
The Total Customer Growth Book
I am excited to share the launch of the Total Customer Growth book, or How to Win and Grow Customers for Life with ABM and ABX, a book Ben Person and I wrote together. Why We Wrote Total Customer Growth Ben, like me,
The Total Customer Growth Framework – 100+ Question ABM Planning Template
As a companion tool for the Total Customer Growth book, we created an ABM Planning template that you can use to put the ideas in the book into action. Why Does an ABM Planning Template Need 100+ Questions? ABM is
The Buyer Journey Framework
The Buyer Journey is one of the pillars of an effective B2B and ABM strategy. It’s an obsession at healthlaunchpad. We developed a buyer journey template three years ago, and we constantly refining it. In this post, we share our buyer
Writing Total Customer Growth – Ten Years of Frustration and Nine Months of Writer’s Block
Several people asked me how long it took to write Total Customer Growth. The short answer is nine months. My co-author, Ben Person and I started writing last September. We finished a solid first draft by January. It then took
Content, Digital and Social Media Marketing
We help many B2B firms create and execute effective social, digital and content marketing programs. Check out our blogs, podcasts, articles and videos on best practice in social, digital and content marketing .
Our Four Corner Inbound Marketing Engine
In this post, I will describe how we created a highly effective Inbound Marketing Engine. When I launched healthlaunchpad, I felt that I had unfinished business. In my software startup, Uniphy Health, I had been very frustrated by our inability to build a
What to Post to Engage Your LinkedIn Connections and Followers
In this blog post, I will share my analysis of a 12 months of LinkedIn posts, what I learned about what has helped to engage my LinkedIn connections and followers, and what to post on LinkedIn. My LinkedIn Obsession I
What to Post to Engage Your LinkedIn Connections and Followers
In this blog post, I will share my analysis of a 12 months of LinkedIn posts and what I learned about what has helped to engage my LinkedIn connections and followers. I dive into the types of content, format and tactics that have increased engagement over a year.
B2B Marketing Budget Benchmarks
How Much Should You Spend on Marketing? This question is a bit like how long is a piece of string. To help you answer this question, here is a compilation of recent data on B2B Marketing Budget Benchmarks. B2B Marketing
B2B Marketing – A Personal History
I have been involved in B2B Marketing for three decades and lived through multiple waves of change in this industry. Normally, I look ahead rather than backward, so I apologize in advance for a self-indulgent trip down memory lane. Looking back, I saw how B2B Marketing had changed dramatically and fast in a relatively short period. Here is my personal story of living that evolution.
Agile Marketing: What It Is, Why Implement It, and How to Do It
Agile Marketing has rightly been receiving a great deal of attention. For many organizations, it is becoming THE operating model for marketing.
In this post, I will share what Agile Marketing is and how it is implemented at this multi-billion dollar healthcare firm.
What Flavor is Your Buyer Collective?
In this post, we review the different “flavors” of Buyer Collective you will meet with four examples and ideas on how to market to them.
The atomic unit of ABM and B2B Marketing is the target account. The sub-atomic unit is the Buyer Collective, the group of stakeholders at a prospective account involved in the buying process.
Healthcare Technology Buyer Insights for 2023
Last month I moderated a HIMSS webinar panel of four senior healthcare technology executives to get their perspectives. They explained the financial realities of healthcare systems, their respective priorities, and what innovations are most interesting to them and advised vendors on how to sell to them.
Sales and Marketing Integration in B2B Healthcare
In our previous video post, we shared how your organization can approach ABM & Social Media campaigns. In the video below, Royce Brunson, the Chief Revenue Office at HRS, discusses the integration of Sales and Marketing with Adam Turinas, the CEO & Founder of healthlaunchpad.
These and pther resources can also be viewed at our healthlaunchpad web site
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