There’s been a ton of chatter about bubbles lately. Tech bubbles. SaaS bubbles. Marketing bubbles. Stock bubbles. Housing bubbles. A lot of people are really hoping there’s a PokemonGo bubble. But in all seriousness, how do you know whether something really is too good to be true? A fad or here to stay? Temporary or timeless? When it comes to B2B sales and marketing, we see a ton of strategies and tactics come and go. Even more end-up riding endless waves, going from hot to cold and back again as mediums change and attention spans get shorter. Think “direct mail.” The latest trend…or wave…is Account Based Marketing. Oh, and Account Based Selling. Well, at least they were until former Marketo CMO and current Engagio CEO and Founder Jon Miller killed both terms in favor of what he calls Account Based Everything (ABE) — “the coordination of marketing, sales development, sales, and customer success efforts to drive engagement and conversion at key target accounts.” Can’t argue there. Neither can SiriusDecisions, Gartner, Topo, Salesforce, or most of the other 85,000,000 Account Based articles you can find on Google. The fact is, Account Based anything is getting serious attention in the B2B space these days. Most of the sales and marketing executives I talk to regularly, specifically in the SaaS and Cloud space, are making big investments in ABE. I’m talking six and seven figure investments. Meanwhile, SaaS players like Miller’s Engagio and Atlanta-based Terminus have quickly become leaders in terms of helping…
Read More: Account Based … Partnering? Let's Talk About It.
