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As interest and investment in account based marketing (ABM) grows throughout 2016, many are undoubtedly asking the question – how do I implement an account based marketing strategy?

As with any marketing approach, tactical decisions influence the effectiveness of an ABM strategy.

Today’s article explores the 5-steps for successfully implementing an ABM strategy.

Although account based marketing has shown promising returns, like any marketing program, it isn’t without its risks and drawbacks.

Understanding the challenges of account based marketing implementation enables marketing and sales to mitigate unnecessary friction and maximize ROI from the initiative.

Today’s article explores the top 5 problems with account based marketing.

As interest in account based marketing continues to reach new heights in 2016, businesses are racing to adopt the right set of strategies needed to integrate ABM into their digital sales process.

The benefits of ABM are clear, and those already mapping buyer personas and creating digital sales content for inbound lead generation are best positioned to implement an ABM strategy.

The challenge with ABM is trying to apply a completely new approach to a strategy (content marketing) that many are still wrapping their heads around.

Today’s article explains when and why you should implement an account based marketing strategy.  

Account based marketing looks poised to take 2016 by storm. A huge resurgence across 2015 shows no signs of stopping, and many are racing to adopt the right tactics across their ABM endeavors.

Knowing when and how to use account based marketing effectively across the sales process means understanding why it works, and how it differs from other digital sales content strategies.

Today’s article explores the need-to-know reasons why account based marketing is worth using across the sales process.

Account based marketing has seemingly sprung into popularity over the course of 2015, and stats, articles, and discussions about the strategy can be found daily across social media.

Interestingly however, account based marketing isn’t a new phenomenon, nor are many of the strategies that make up effective account-based communications.

Today’s article explores the growing popularity of account based marketing, and why interest in the strategy spiked across 2015.

Nancy Nardin gave a presentation last week at the Apttus Accelerate Sales Event where she discussed the ‘Sales Technology Stack Maturity Model’ – a combination of 2 hierarchies used for assessing a sales stack and making decisions about new sales technology investments.

The maturity model is an innovative concept for framing the challenge of picking the right digital sales aids for your sales process.

Today’s article explores the sales stack maturity model created by the team at Smart Selling Tools.

Building the best sales stack for your sales process entails serious research into the sales support technology vendor landscape. As the industry grows each year (almost doubling every 5 years), understanding this landscape can be a challenge.

Forrester recently released their Vendor Landscape for Sales Enablement Automation software in an effort to map the market and address the above noted challenges.

Today’s article explores the challenge of identifying the right sales enablement software with insights from the Forrester Vendor Landscape: Sales Enablement Automation report..

It’s no secret that sales teams avoid much of the digital content that marketing teams are putting out. There are many reasons for this, but the bigger challenge is that sales reps are spending time creating content instead of focusing on selling, and time spent selling has been declining since 1998.

However, the content that sales teams do create is used more, liked more, and better meets the needs of sales reps in the field.

Today’s article will make a positive case for when sales reps should in fact be creating content, and how to make sure that content creation is done right for maximum impact across the sales process.

The marketing department is often the primary creator of digital content used for customer facing interactions such as lead generation and sales presentations. Unfortunately a lot of content created by the marketing team doesn’t actually get used.

Instead what we’re seeing are sales reps going out and creating their own content for their specific selling needs and challenges.

Today’s article explores digital content creation by sales reps, and why they perhaps shouldn’t be creating their own content.

Digital content marketing often includes the creation of digital content sales material such as case studies, ROI outlines, product spec sheets, financial charts, compliance paperwork. 3D schematics, and etc. which may support a variety of sales interactions throughout a buyer’s decision journey.

Unfortunately these investments tend to miss the mark on usefulness for sales reps and managers, and often add friction to the sales process.

Today we answer the quesion of what sales reps need for strong adoption of digital content sales material.