If there was still any doubt that account-based marketing had arrived as an official category and major driver for B2B organizations, the Demandbase ABM Innovation Summit held last month in San Francisco put them to rest. Consider just a few of the developments from the event:

Noticed a lot of company mergers and acquisitions these days? Well the good news is you’re not alone and there’s no need to get your glasses checked. The trend of B2B company mergers and acquisitions has remained steadfast in the early months of 2018 and no, this isn’t fake news.

Welcome to my new blog series, "Behind the Marketing," which is inspired by the classic VH1 series, "Behind the Music," but with a B2B marketing twist. Each month, I will spotlight a cool, eye-catching and thought-provoking campaign or project — and the marketers behind them.

Today’s time-starved B2B marketers and buyers prefer short-form, easy-to-digest content, according to Demand Gen Report’s 2018 Content Preferences Survey. It is no surprise that podcasts have become a key channel for both business-related thought leadership and for plain old fun. For many, they have become a critical part of their morning diet.

Digital transformation has given B2B companies new and innovative ways to enhance their buyer’s experience. While it positions marketers to creatively engage and nurture prospects, innovation has also enabled B2B marketing and sales reps to gain deep insights into buyer needs and expectations.

Account-based marketing is more than just a buzzword. Marketers have begun to pick up on the value of ABM and many are allocating between 5% to 7% of their budget for ABM strategies.

In an exclusive podcast from the floor at Webinar World ’18 Joe Hyland, CMO of ON24, and Mark Bornstein, the company’s VP of Marketing, discuss new models for creating engaging buyer experiences to move away from the “drive-by marketing” of the past. They also shared: Key takeaways from the event, Models for talk-show style presentations, and What the future looks like for webinars as a content format. Listen To The…

Making a case for an investment in channel marketing programs remains an issue at many companies, even at businesses that generate a significant share of revenue through partners. Getting reliable insight into channel marketing ROI can be difficult. And oft-repeated complaints about low levels of partner engagement – for example, the amount of MDF that goes unspent is often cited – can make senior management ask “why bother,” when more…

With so many solution providers hopping on the ABM train, it’s important for marketers to focus on strategies beyond technology. During a Workshop at the B2B Marketing Exchange, titled: Targets, Insights, Touchpoints – 3 Ways To Operationalize ABM, Kellie de Leon will walk attendees through three key pillars of ABM success.

To enable B2B businesses to make a purchase decision, every stakeholder within the buying unit must be on board. To accomplish this, marketing and sales must align under one common goal to accelerate deals within buying units to create more opportunities — and potential revenue.