Introduction Most ABM programs are not failing because of bad targeting. They are failing because they were designed for a buying motion that no longer …
The 2016 B2B deal had a decision-maker. The 2026 deal has a committee. If your deal plan still identifies one economic buyer and a technical …
Every ABM programme started the same way in 2020: pick 200 accounts, get sales to agree the list is right, run content and ads at …
What is the PLG + ABM Hybrid Motion? The PLG + ABM hybrid motion combines product-led growth (where the product drives user acquisition, activation, and …
What is AI Overview Optimisation for B2B? AI Overview Optimisation (AEO) for B2B is the practice of structuring content so that it is selected as …
What is Buying Group Marketing? Buying group marketing is a B2B go-to-market approach that targets the full buying committee rather than optimising for individual lead …
What is an ABM Pilot Programme? An ABM pilot programme is a time-bounded, resource-defined test of account-based marketing on a limited account set, typically 10 …
ABM for Biotech ABM for biotech companies is account-based marketing adapted for the dual-audience challenge specific to biotech commercial relationships: scientific and technical buyers who …
B2B Marketing for Digital Health B2B marketing for digital health companies is the commercial function that builds pipeline for digital health technologies remote patient monitoring …
Demand Generation for MedTech Companies Demand generation for MedTech companies is the set of commercial activities that move a medical technology from clinical validation and …
