We launched our new ABM In Action e-zine this past June and we have already garnered more than 5,000 views of the publication. We knew that account-based marketing (ABM) was a hot topic based on traffic to our webinars and articles on the Demand Gen Report site, but we still have been pleasantly surprised with the interest in and traffic to the new digital publication.
B2B marketers are obviously looking to integrate some level of ABM into their overall strategy, and they’re extremely interested in learning from early adopters and seeing real-world case studies of how organizations are targeting, messaging and measuring their ABM initiatives.
We have already published more than 15 case studies within recent issues of ABM In Action, and have spotlighted insights and models from companies like CSC, Medidata, CommVault, Insight Squared, Host Analytics, Procore, Social Tables, Booker Software and Offerpop.
Now we are further connecting the B2B community to leading ABM practitioners by adding the ABM In Action Live content track to the B2B Marketing Exchange event next February in Scottsdale. Attendees will be able to choose from a roster of different sessions during the Content2Conversion, Demand Gen Summit and Sales Connections Summit tracks, and hear from (and network with) many of the companies we have covered within recent issues and articles.
Adding ABM in Action sessions to this year’s event will be critical because recent research shows the majority of B2B organizations are still mixing traditional demand generation programs with more targeted account-based initiatives. In fact, a new survey from Demand Gen Report found that 37% of marketers said they are splitting their efforts roughly 50/50 between demand generation and ABM.
As our case studies have shown, an integrated approach across different areas of marketing and sales is paramount to the success of all engagement programs. There is connective tissue between the messaging and offers companies are creating, as well as the way they are promoting and measuring the results.
We have heard from several Content2Conversion attendees that our integrated menu of sessions, speaks and topics offer a compelling reason for them to bring different team members to the show, compare notes and discuss how they can apply best practices from other companies to their own.