account-based marketing

Evergage Blog

Ideas and Strategies for Real-Time Personalization
5 Things Marketers Can Be Thankful for This Thanksgiving

5 Things Marketers Can Be Thankful for This Thanksgiving

November 8, 2018 by

Thanksgiving is one of my favorite holidays, which is why I write a Thanksgiving-themed post for the Evergage blog every year. I never cared for it much as a child, but as an adult I appreciate that this giftless holiday can bring my scattered family together. Plus, I love the food. Especially the mashed potatoes. And the pies. The one part of Thanksgiving I have never enjoyed is the tradition my […]

How to Use Personalization to Boost Your ABM Efforts Throughout the Sales Process

How to Use Personalization to Boost Your ABM Efforts Throughout the Sales Process

October 23, 2018 by

Many marketers I work with are tasked with creating both personalization and account-based marketing (ABM) programs for their organizations. A common mistake when starting out on this journey is to separate the efforts for personalization and ABM. I’ve found that personalization and ABM can and should work together to help accomplish a company’s objectives throughout the sales process — from […]

Trends in ABM: 4 Takeaways from #FlipMyFunnel 2018

Trends in ABM: 4 Takeaways from #FlipMyFunnel 2018

August 21, 2018 by

Earlier this month, I attended the #FlipMyFunnel conference in Boston. It was a great event, sponsored by Terminus, focused on account-based marketing for sales and marketing professionals in the B2B (predominantly tech) sector. The theme of the conference was “Humanizing B2B.” It was all about humanizing interactions with customers and prospects in a technologically advanced world. Various ke […]

How Working in B2B Sales Has Influenced My Work in ABM Marketing

How Working in B2B Sales Has Influenced My Work in ABM Marketing

May 30, 2018 by

After I graduated from college, I landed an entry level sales position at a boutique information security firm. The first ten months consisted of making at least seventy-five cold calls a day. I learned how to create rapport, overcome objections, manage a pipeline and, most importantly, provide value and the best customer experience possible to my prospects. A few years later, I joined Evergage wh […]

ABM Account Selection & Marketing Program Commitments to Sales

ABM Account Selection & Marketing Program Commitments to Sales

January 19, 2018 by

In my first two blog posts on Building an ABM Framework, I shared how we organized and executed on our plan for the account-based marketing program at Evergage. In this post, I want to home in on how we outlined exactly what the sales team is getting when they select an account for the ABM program and how we solidified our list of target accounts together. I want to help answer the questions: “h […]

The Future of Personalization: 2018 Predictions

The Future of Personalization: 2018 Predictions

January 2, 2018 by

Consumer expectations are constantly evolving. As people engage with companies across industries, their expectations for what constitutes a good customer experience continue to change. But one thing is clear: they expect the experience to be relevant and helpful. They want the companies they engage with to understand them as individuals and provide them with the right content, products, promotions […]

Demand Gen & ABM Marketers: What to Read to Prepare for Personalization in 2018

Demand Gen & ABM Marketers: What to Read to Prepare for Personalization in 2018

December 19, 2017 by

We’ve almost reached the end of 2017! You’ve probably spent this past month scrambling to finish out 2017 strong and wrap up your 2018 plans. To save you some time, we’ve assembled our most important blog posts from 2017 specifically for demand gen marketers. With this knowledge under your belt, in just 30 minutes you’ll be prepared to hit the ground running with your personalization strat […]

ABM Tips for Marketers: Q&A with Joe Chernov, CMO of InsightSquared

ABM Tips for Marketers: Q&A with Joe Chernov, CMO of InsightSquared

October 31, 2017 by

If you’re in the early stages of bringing account-based marketing (ABM) to your organization, it can seem overwhelming. As a concept, it makes a lot of sense. You spend your limited resources targeting those accounts that are most likely to receive significant value from your product or solution. But it can get tricky when you start rolling out your own strategy. You need to get internal buy-in […]

Marketing and Business Development: An ABM Love Story

Marketing and Business Development: An ABM Love Story

October 17, 2017 by

There’s often debate on whether or not Business Development Representatives (BDRs), or Lead Development Reps, should report into the sales or marketing department. Regardless of where they sit, it doesn’t change the fact that they need to be closely aligned to both sales and marketing. BDRs have a tough job, and it’s important to recognize how much influence these teams have on target accoun […]

Building an ABM Framework: The 5 P’s to Success (Part 2)

Building an ABM Framework: The 5 P’s to Success (Part 2)

September 19, 2017 by

As the first full-time account-based marketing (ABM) practitioner at Evergage, I spent a lot of time developing our own ABM framework. While each company’s approach to ABM will vary depending on their market and their needs, I wanted to share the approach that worked for us — which I’m referring to as the 5 P’s of building an ABM framework. I described the first two P’s in my post last […]

Building an ABM Framework: The 5 P’s to Success (Part 1)

Building an ABM Framework: The 5 P’s to Success (Part 1)

September 12, 2017 by

When it comes to account-based marketing (ABM), there is a lot of content you could consult. In fact, if you look up “account-based marketing” on Google, the search will generate over thirty-one million results. With this much information on ABM floating around, it can be hard to figure out where to begin. While it is true that, organizationally, each company will approach ABM differently, bui […]

Avoid Personalization “Point Solution” Headaches with Evergage

Avoid Personalization “Point Solution” Headaches with Evergage

July 25, 2017 by

As a marketer, do you often feel that you spend more time wrangling marketing technology than actually doing your job? That may be due to the overwhelming number of technology choices available to marketers now — a number that seems to be growing by the day. Scott Brinker’s yearly marketing technology graphic this year included 5,831 solutions — up from 3,874 last year and 1,800 in 2015. Mos […]

How to Create Account-Specific Website Experiences in Evergage

How to Create Account-Specific Website Experiences in Evergage

June 16, 2017 by

Over the past few years, we’ve been working to align our marketing and sales teams to target specific accounts as part of an account-based marketing (ABM) strategy. Last year we implemented industry ABM experiences on our site, and early this year we turned our attention to named account ABM. Last week we published a blog post explaining each of those types of ABM strategies which included examp […]

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