The Balancing Act of Allocating Your B2B Marketing Budget
B2B marketing budgets often over-invest in lead generation at the expense of nurturing — this piece makes the case for reallocating spend toward ABM.
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Rethinking B2B Marketing: From Lead Generation Frenzy to Deal-Closing Mastery
B2B marketing often neglects the post-handoff phase — this article covers pitfalls like poor personalisation and sales misalignment, and how ABM fixes them.
Let Sales & Marketing uncover insights together
Gartner research shows sales reps identify only around 30% of a buying committee — sharing website visitor data helps sales and marketing find the rest.
Unlock the hidden influencers in B2B Buying Processes
B2B buying decisions can involve up to 30 stakeholders beyond the C-suite — account-based advertising helps identify and engage these hidden influencers.
How to plan your ABM budget for winning your most important deals
A six-step guide to planning an ABM budget: identify target accounts, set clear objectives, prioritise spend by deal value and align closely with sales.
The Power of Engagement in B2B Marketing
This article argues B2B marketers should measure account-level engagement — content interaction, site visits, dwell time — rather than lead volume alone.
How do you get Sales onboard?
Getting sales onboard with ABM means aligning on target accounts, sharing engagement data and demonstrating impact through sales-marketing collaboration.
Create a digital twin
Gartner finds buyers spend just 17% of B2B deal time meeting vendors — InZynk explains how a sales rep's digital twin keeps your message present.
How do you choose the right account for your ABM program?
Choosing accounts for an ABM programme takes sales-marketing collaboration and data, not gut feeling — key questions include deal value and pipeline stage.
Which metrics do you use for your Account Based Marketing?
B2B marketers should track ABM-specific metrics — account prioritisation, outbound efficiency, engagement and deal lift — rather than CPM, CTR or lead counts.