This report will give an overview of account-based marketing (ABM) and dig deep into the fundamentals of building a mature, revenue-driving ABM practice.

ABM vendor Demandbase fielded an April 2020 survey during the coronavirus pandemic. Among B2B companies in Canada and the US with strong ROI, 50% said they planned to invest more into ABM ads, the fourth-highest response behind direct mail (64%), content (55%) and target account selection (52%).

Virtual events became mainstream because of the pandemic. But for long-term success, event organizers and sponsors need a new virtual event playbook with best practices across the event life cycle. Read this report for the checklist.

eMarketer principal analyst at Insider Intelligence Jillian Ryan discusses what she's paying attention to in 2021 and why: shifting B2B buyer preferences, what to consider when employees return to the office, and what's next for account-based marketing.

No. 5: Intentional Targeting by Refining Segments and ABM Approaches. Tactics and strategies that enable B2B marketers to be more deliberate and precise with their messaging and dissemination will get results in a COVID-19 world. This includes segmentation, personalization and account-based marketing (ABM) approaches.

ABM has gained momentum on LinkedIn. The company is demonstrating its focus on ABM, and brands have increasingly adopted its Account Targeting feature. Sales Navigator and its sponsored content alert functionality are becoming valuable parts of the ABM toolkit. B2B marketers in Canada use LinkedIn as their primary digital channel.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Dave Rigotti, head of ABM at Marketo. He dove into the current best practices and practical tips for success, no matter where you are on your account-based marketing journey.