Account-Based Marketing (ABM) is a methodical way to identify and target outreach to accounts and named individuals to drive business growth and impact.

Do You Have a Team ABM Charter? Spoiler: You Should. (Part 5 of 7)

For this post in our ABM series, we spoke with Kathy Macchi, VP of consulting services at Inverta, to discuss the importance of creating an ABM charter.

What Do ABM Marketers Actually Do? (Part 4 of 7)

For this post in our ABM series, we connected with award-winning, Bronx-born B2B marketing and ABM expert Lauren Vaccarello to talk shop about programs.

Is Account-Based Marketing Possible Without Sales Alignment?

For this post in our ABM series, we caught up with Dave Rigotti, Marketo’s head of enterprise demand generation and ABM, to discuss sales and marketing alignment.

Ready for ABM? You Might Want to Cut This Marketing Metric

For this post in our ABM series, we checked in with Joe Chernov, B2B expert and Pendo VP of marketing, to talk about why ABM marketers require a metric all their own.

What is ABM, and is it Right for You? (Part 1 of 7)

For this introductory post in our ABM series, we tapped Lisa Ames, VP of marketing at Lucidworks, for some I've-been-there insights.

It’s Time to Kill the MQL

It’s like we’re missing a metric—something like the Qualified Relationship—to let people know that we’re actually doing the things that make someone likely to want to trust us enough to buy from us. That's why I think it's time to kill the MQL.