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.

longer field notes 1-4 in

  • 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 […]
  • Lane Four is Sponsoring Revenue Summit, March 7 & 8

    Lane Four is Sponsoring Revenue Summit, March 7 & 8

    Account-based marketing (ABM) is one of the biggest trends in marketing right now, and, as I’ve mentioned before, it’s a strategy that simply does not work if it doesn’t include both sales and marketing teams. Bringing these teams together is the only way for organizations to sync their revenue-generating and customer-acquisitions efforts.  The Revenue Summit […]
  • How to Solve Contact Assignment Problems in Salesforce

    How to Solve Contact Assignment Problems in Salesforce

    Account-based marketing (ABM) is a growing trend for a reason: sales teams see that it works. And while it might not be a totally new idea, it is being given new life as more organizations embrace its ability to bring in larger accounts more strategically than other methods. However, one of the challenges in using […]