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6sense ABX Roadmap – our hot take

6sense ABX Roadmap – our hot take

TLDR; World according to Jon’s interpretation of the roadmap session and based on our depth of ABX experiences across 6sense platform and others – with its breadth of new capabilities, 6sense appears to be wanting to compete more with ZoomInfo (as a more...

How to Sell Your CFO on an Account Based Strategy Investment

(as published on CMS Newswire). It’s a complex time to be in business. Marketing has been elevated within the C-Suite as the driver of digital transformation and a key leader in the customer journey. At the same time it is facing renewed pressure to generate top line...
3 Reasons to move to Salesforce Contacts

3 Reasons to move to Salesforce Contacts

3 Reasons to move to Salesforce Contacts Since the advent of ABM, companies have been debating how to best implement it. The most popular debate is whether or not you should use Salesforce leads or a 100% Salesforce contact model when embarking on an Account Based...

#TOPO summary – ABM 2019

Today’s post is a Guest Contribution by Jennifer Metherell. Jennifer has recently attended the TOPO conference and summarized the trip on what she learned relative to her 50+ ABM experiences. 1) Embarking on the ABM Journey – every successful organization...

Part 2 – Account Based Measurement

In our previous post, we outlined a maturity curve for measurement. Today we dive more deeply into ABM Measurement. Stage 1 “Undergraduate” Account Based Basic Measurement – sometimes done in conjunction with Stage 1, this is where the SiriusDecisions 3.0 Account...

Account Based Measurement, Part 1

Marketing measurement is a passion of ours at B2B Fusion based on these prior posts.  We’re starting to see more advanced business impact capabilities for Account Based Measurement that are valuable for Marketing executive reporting at the board level – and a...