Account-Based Marketing

Account-based marketing might seem like a scary new world, but we’ll walk you through it! We’ve been taking an account-based approach to things ever since we started. With the ever-changing landscape of sales, it’s important to know how and why account-based marketing is the preferred approach for so many companies out there, and the different ways in which you stand to benefit from it. From the technical aspects of ABM, to food-for-thought articles, we’ll have your knowledge covered every step of the way.

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  • Salesforce Omni-Channel + Lane Four = 5-Minute SLA on Inbound Leads!

    Salesforce Omni-Channel + Lane Four = 5-Minute SLA on Inbound Leads!

    It’s getting harder and harder to generate inbound leads, which is why you need to track response times on your most important ones—inbound demo requests. We’ve been getting more and more requests from our clients to closely track the response times on these leads, which is why we’re happy to announce our integration with Salesforce […]
  • Top 3 Challenges of Implementing ABM in Salesforce

    Top 3 Challenges of Implementing ABM in Salesforce

    Salesforce is incredibly powerful, but it wasn’t built with account-based marketing in mind. That’s why, when it comes to implementing ABM strategies in your organization, Salesforce’s out-of-the-box tools may not be enough. Here’s where Lane Four comes in: It’s the missing link to make your Salesforce org ABM-ready. Lane Four’s suite of tools address the […]
  • Why Leads Matter to Your ABM Strategy – Part 2

    Why Leads Matter to Your ABM Strategy – Part 2

    [In part 1 of this post, we reviewed why leads matter to your ABM strategy. Here, we’ll discuss a key problem with account-based marketing.] SCALING YOUR ABM STRATEGY Once our clients realize that the Lead object is essential for triaging incoming leads, we can move on to discussing scaling their ABM strategy. One question we […]
  • Why Leads Matter to Your ABM Strategy

    Why Leads Matter to Your ABM Strategy

    In part 1 of this post, we’ll review why leads matter to your ABM strategy. In part 2, we’ll discuss a key problem with account-based marketing, and why using leads is the solution to this issue. So, why use leads? A lot of the time, ABM strategies are employed with the idea of using accounts […]
  • Big News

    Big News

    We have exciting news: Today, we’re announcing the general availability of the Lane Four application, which can now be installed from the Salesforce AppExchange! We’ve worked in the Salesforce community for over 8 years, splitting time between heavy custom-development projects and working at the intersection of marketing automation and Salesforce. This has given us a […]