Account-based marketing has been one of the hottest topics in B2B marketing this year, and while everyone’s talking about it, many companies are still figuring out how to do it.

A while back I shared some early takeaways from our learning process, and I’m always eager to hear from other marketers about how they’re tackling this new approach. Two weeks ago I excitedly found myself surrounded by over 400 fellow ABM enthusiasts (does that sound as geeky as I think it does?), at the FlipMyFunnel conference in San Francisco.

At the event, I shared Invoca’s ABM story. Starting with last spring when we began contemplating the shift in our marketing strategy, I explained how we selected our accounts, developed a contact plan, and rolled out campaigns. We still have some exciting challenges ahead – better segmentation and increased personalization are a few – but I hope our story can serve as a guide for anyone interested in getting started with ABM.

Check out the SlideShare below to learn how Invoca took on ABM. Is your organization doing anything differently? Share your insights in the comments!

Julia Stead

Posted by Julia Stead

Julia is an experienced marketer who has been working with Invoca since 2012, and has a background in B2B marketing, SaaS and cloud technology. She began her career in the performance marketing world, in program and marketing management with software provider IncomeAccess in Montreal. She went on to work as a marketing management consultant and strategist, helping other B2B technology companies in North America and Europe to successfully launch and adopt new marketing strategies that target Fortune 1000 companies. Julia holds a BA in English from McGill University, and an MBA with a specialization in Marketing from the University of Montreal. She loves running, living near the ocean, good puns, and surprising people with her Canadian-ness.