Account-Based Analytics for Marketing and Sales

Vertical B2Bs are tailored ecosystems that offer curated inventories, integrated logistics tools, and insights specific to their sectors. Vertical B2B businesses serve a specific industry or supply chain (also known as a “vertical”). Only Shopify comes with built-in features that help you sell B2B and DTC from a single store or platform. Learn how 5WPR boosted e.l.f. Beauty's executive presence and industry influence. It's a 10 Haircare is the go-to haircare brand for salon professionals and clients across the world…

When a prospect encounters your brand across multiple touchpoints from multiple directions, the conversion rate and deal quality both improve substantially. Done well, it is the highest-ROI strategy for companies targeting enterprise accounts with $75,000-plus ACV. Generic e-books that recycle publicly available information generate low-quality leads who are not genuinely evaluating a purchase. The quality bar for gated assets has increased significantly. Someone who registers for a 60-minute webinar on a specific topic has demonstrated meaningful intent.

It prioritizes those opportunities and activates coordinated programs across your entire GTM, continuously evaluating performance so your teams can prove what works and double down. Marketing Cloud Next is the next generation of Salesforce marketing, built natively on the Salesforce platform with Data 360 and Agentforce at its core. It helps companies grow revenue and scale buyer engagement by uniting customer data on one platform and scaling account relationships with AI. Marketing Cloud Account Engagement is the only marketing automation platform built on the world’s #1 CRM. The Agentforce SDR Agent is built for outbound pipeline generation from CRM data and lead queues.

Market the way people buy.

Case studies with named clients and real outcomes are exactly what those systems surface. When a buyer asks ChatGPT or Claude for recommendations, the AI pulls from content with specific, measurable results. By the time competitors built chatbots, Drift wasn’t competing in “chatbots” — they’d defined a category where they were the obvious leader.

We connect brands with creators, media, and communities to expand reach. See which accounts are active and who’s involved, so sellers can focus outreach on the opportunities most likely to close. Get the latest research, industry insights, and product news delivered straight to your inbox. Based on insights from 4,500+ global leaders, industry Trailblazers unpack the trends shaping growth and how to apply them.

As your podcast gains traction, more people will be exposed to your brand, resulting in more leads and customers. When you produce high-quality, informative, and entertaining content, your audience will begin to trust and respect your brand. They also use video testimonials b2b account based marketing and customer case studies to show how their products or services have helped other businesses.

• According to McKinsey's B2B Pulse research, the global B2B e-commerce market reached $18.6 trillion in 2023.
• By the time competitors built chatbots, Drift wasn’t competing in “chatbots” — they’d defined a category where they were the obvious leader.
• It holds together when you’re working a short list of target accounts, but the more you try to scale, the more it breaks down.
• Vertical B2Bs are tailored ecosystems that offer curated inventories, integrated logistics tools, and insights specific to their sectors.
• It is often used by outbound teams to manage volume and email performance at scale.

Don’t just take it from us, hear from our customers

Marketing built for a single buyer breaks against a group, because content that wins a champion’s heart may fail Finance’s ROI scrutiny or trigger a Security review the champion never anticipated. Forrester’s State of Business Buying 2026 puts the typical enterprise decision at 22 people when external influencers are counted. Pipeline still gets built, but the inputs that built it five years ago no longer scale, and the metrics most teams still report against have quietly stopped meaning what they used to mean.

Content strategy effectiveness is up, thanks to tech and people

Gartner’s 2026 CMO Spend Survey puts the cross-industry median at 9.1% of revenue, down slightly from 9.5% in 2025 but well above the 2024 trough. Everything covered in this guide (scoring, intent, personalization, orchestration, measurement) works better when it’s connected. Nearly 40% are implementing AI on a limited scale, and another 33% are still exploring potential use cases. Most of the metrics teams track today were built for lead-based marketing efforts. AI sounds broad in the context of ABM, but in practice, it comes down to a specific set of use cases that map to the stages of your program. That tension between doing ABM the right way and doing it at scale is something most teams run into eventually.