ABM insights, news, and playbooks

Picture this: your last QBR, your team agreed on the target accounts, the ICP, the outreach approach. Marketing ran the campaigns. Accounts warmed up. And then — somewhere between that meeting and today — the motion broke down. Sales was working a different list. The hot accounts marketing surfaced...

Revenue leaks in B2B are almost always blamed on the funnel. That’s the wrong place to look. The funnel is where the outcome becomes visible, not where the motion breaks. By the time a stage-to-stage conversion rate drops, the leak has been happening for weeks in the parts of the buyer journey most...

We at N.Rich are launching the Challenger GTM Study 2026 to explore a reality most B2B companies experience but rarely see reflected in go to market strategy. According to the World Bank, over 90% of businesses worldwide are small and mid sized companies and in SaaS alone, there are now more than...

Recognizing the women driving meaningful GTM growth Go to market leaders across the UKI are facing growing pressure as revenue targets rise, buying committees expand, and trust becomes more critical to B2B growth. Behind many high performing GTM teams are women leading critical work across...

Account-based marketing breaks down at the ownership level. Marketing claims it because ABM lives inside campaigns and paid media while sales says it belongs to them because the focus is high-value accounts and revenue outcomes but RevOps gets pulled in because ABM depends on clean data,...

In most ABM programs, engagement is the first visible sign of progress. Buying committees interact with content. Target accounts spend more time on key pages. Intent signals increase. Sales conversations feel warmer and more informed. Marketing sees movement and momentum. Then leadership asks the...

According to N.Rich’s State of Account Based Marketing report, only 26 percent say their ABM program is truly successful. Still, 67 percent of organizations now define ABM as a strategic GTM alignment motion. Here’s how it looks in reality: Account engagement improves. “Intent score” goes up. But...

Help us learn how challenger brands beat market leaders. Survey Overview Who this research is for This research is for B2B marketing, sales, and revenue leaders operating as challenger brands in competitive, high ACV markets. It is designed for teams that are not the default choice in their...

The RegTech company strengthens its marketing strategy to drive focused, efficient growth Trapets, a leading software provider for financial crime prevention, has chosen the N.Rich platform to enable account-based marketing and sales as part of its strategy to increase pipeline growth and velocity....

For the past decade, the B2B growth playbook was simple: Inbound Marketing. Write content, optimize for search, and harvest the hand-raisers. This model built the mid-market SaaS unicorns. It relies on high-velocity, low-touch sales. But as organizations attempt to move upmarket to target the...

The employee feedback platform is aiming to power its growth journey with account-based marketing and sales Winningtemp, a leading Nordic employee feedback and engagement platform, has chosen the N.Rich platform to enable account-based marketing and sales as the next step in its growth journey. As...

Recognizing the women driving real GTM growth GTM leaders across the Nordics are feeling the pressure. Revenue targets are higher. More people are involved in every buying decision. And trust plays a bigger role than ever before. Behind the scenes, many of the people making this work are women....

2025 was a year where ABM and GTM evolved faster than ever, raising the bar for how teams connect activity to revenue. At N.Rich, we focused on keeping up in the ways that matter, with clarity, discipline, and product led execution. We also celebrated an important milestone for the company. Ten...

When revenue leaders talk about ABM today the conversation usually sits in a strange tension. Everyone agrees ABM should be the engine of predictable revenue growth yet very few teams feel confident they are running it in a way their CEO would celebrate. That frustration is universal and after the...

A leadership guide for proving marketing’s business value through ABM metrics The pressure on marketing leaders to prove revenue impact has never been higher. CFOs expect precision. CROs demand predictability. CEOs want marketing to operate with the same commercial logic used to evaluate sales...

Lime Technologies AB, a leading Scandinavian SaaS company offering customer journey solutions, has selected N.Rich as their account-based go-to-market (ABM) technology provider. With this collaboration, Lime will leverage N.Rich to deepen its engagement with high-value strategic accounts, drive...

Running Account-Based Marketing (ABM) in Europe isn’t just about adapting what works in the U.S. The rules, culture, and data realities are completely different. What scales in large, unified markets often falls apart in Europe’s mosaic of more than 40 countries, each with unique languages,...

Helsinki, November 12, 2025 - N.Rich, an established Account–Based Marketing platform, has been recognized in the 2025 Gartner® Magic Quadrant™ for Account-Based Marketing ABM Platforms for the third consecutive year. We believe this inclusion highlights N.Rich’s ability to execute its strategy,...

HELSINKI, September 26, 2025 – N.Rich, the leading European Account-Based Marketing (ABM) Platform, is expanding its operations and intent data expertise to Japan. With this move, N.Rich becomes the only global ABM provider with such a high level of local data coverage, a representative office in...

GTM Strategies, AI, and ABM Trends to Watch For most Nordic B2B leaders, 2026 is geared towards precision, sustainability, and systems thinking. The smartest companies are trading lead volume for lead value, tech bloat for lean stacks, and guesswork for signal-based strategy. This shift is being...

Support will be used for proof-of-concept research for personalized ad technology for global account-based marketing programs. Helsinki, Finland – July 1st, 2025 — N.Rich, a leading provider of Account-Based Marketing (ABM) technology, has been awarded a research grant by Business Finland to...

B2B go-to-market (GTM) strategies are complex, messy, and disconnected. And no one will disagree on that for sure. And for most companies, it’s become normal that marketing generates leads, sales chases pipeline, RevOps keeps the data clean, and Customer Success manages onboarding and retention....

Every June, Pride Month invites us to reflect, speak up, and celebrate the LGBTQIA+ community — not just in society at large, but also in our workplaces, our teams, and the culture we choose to build together. At N.Rich, we want to take a moment to say something clearly: You are welcome here....

N.Rich Brings ABM, LinkedIn Ads, Sales and Website Engagements into One View, Giving B2B Marketers a True Multi-Channel ABM Dashboard. HELSINKI, June 12, 2025 Marketing Drives Demand, Sales Closes Deals - Now They See the Full Picture with N.Rich’s New Account Analytics Capabilities. Marketing and...

What started as a niche tactic has gone mainstream, with over two-thirds of brands now practicing some form of ABM . B2B marketing and sales teams are betting big on targeted account strategies. Some companies even dedicate up to a third of their marketing budgets to ABM because it consistently...

Well, time to start getting ready for one of the most awaited events of the year and to announce our participation at SaaSiest 2025, Europe's leading B2B SaaS conference taking place in Malmö, Sweden. As the must-attend SaaS founders conference of 2025, we're excited to connect with GTM leaders,...

If you're navigating long sales cycles, struggling with fragmented GTM efforts, or just looking to cut through the noise—we should talk.

Rethinking ABM You know Account-Based Marketing (ABM), or maybe you think you do. But not quite. Understanding that ABM focuses on high-value accounts is just the beginning. You also need to determine how to engage these accounts effectively while scaling your efforts. If you only define ABM by the...

Next week, the pulse of Account-Based Marketing will beat strongly in Amsterdam as marketing leaders, revenue teams, and ABM practitioners gather for the highly anticipated ABM Forum. This premier event promises to deliver cutting-edge insights, strategic frameworks, and valuable networking...

Let’s be honest—webinars are one of the most powerful tools for engaging your ideal customers. They bring decision-makers together, spark conversations, and generate intent signals that sales teams dream about. But when it’s time to prove their impact on revenue? That’s where things get messy. We...

Customers’ behaviors are constantly evolving and in fact, recent studies show that 76% of buyers expect personalized interactions from businesses, and 72% say they only engage with marketing messages tailored to their needs. High-value decision-makers are no longer impressed by generic pitches or...

What started in the 1990s as a strategic sales approach to high ACV accounts became more formalized in the early 2000s when ITSMA coined the term Account Based Marketing (ABM). By the 2010s, advancements in marketing automation and data analytics made ABM more scalable and effective, leading to its...

Repeatable and scalable success is often the hardest to master. Hence we have decided to gather the leaders from Cognism, GE HealthCare and our CEO & Co-founder Markus and local B2B Marketing professionals to discuss how it can be achieved. 📺 Fill in the form below to watch it on demand. Any...

The age-old battle between Marketing and Sales Development Representative (SDR) teams often boils down to one question: Who gets credit for the lead? For years, these teams have clashed over lead attribution, credit for conversions, and even how prospects discovered the company in the first place....

Are you trying to figure out which Account-Based Marketing (ABM) software will best suit your business? Don’t worry—we've got you covered. In this post, we’ll showcase the top ABM tools on the market, helping you pick the right product for your business. To make your decision easier, we have...

In 2025, Account-Based Marketing (ABM) is proving to be a critical driver for B2B companies aiming to go upmarket and drive more revenue from high-value accounts with higher ACV. As the ABM landscape matures, the approach has shifted to emphasize personalization, cross-functional alignment, and...

Have you ever wished you could reach the right buyers at exactly when they are ready to purchase or nearing that stage? Who wouldn’t? It’s every company’s dream. But let’s face it—without the right data, this dream can quickly turn into a guessing game, or worse, a nightmare. Even if you have data...

Helsinki, November 19, 2024 - N.Rich, a rapidly growing Account–Based Marketing platform has been recognized in the 2024 Gartner® Magic Quadrant™ for ABM Platforms. We believe that this placement highlights N.Rich’s ability to drive quick return on investment (ROI) and its unique focus on...

Today, when traditional marketing is experiencing a downturn - increasing cost per lead, oversaturated direct response channels, need to prove marketing impact on pipeline - B2B marketers are switching to personalized ABM campaigns as a reliable strategy to better target high-potential, strategic...

Intent data has been utilized in the B2B industry for quite some time, transforming the way we approach marketing and sales. However, while many recognize its potential, the real challenge is knowing how to use it effectively. Intent data refers to the signals or behavioral information that...

HELSINKI, October 28, 2024 – N.Rich, a leader in account-based marketing (ABM) solutions announces the launch of ABM Progression Analytics, a breakthrough feature that enables B2B marketers to gain real-time insights into how their target accounts are moving through the buying journey: Measure,...

B2B sales cycles are notoriously long, and unfortunately, they become more complex as the years go by. Factors contributing to this often include intense competition, the involvement of multiple decision-makers, and non-linear buying journeys. This makes it challenging for companies to identify the...

The role of a Marketing Leader is becoming increasingly demanding. Success hinges on the ability to think and contribute strategically. Join us for an in-depth discussion on how Marketing Leaders can navigate their roles and drive impactful results from day one. The speakers will cover strategies...

Did you know that intent data is the lynchpin of B2B business growth? Yes, that’s right. Knowing who your most likely buyers are gives you the power to reach out to them with targeted messages. Intent data helps you monitor prospective customers’ online behavior and learn about their product...

Chasing every potential lead, regardless of their buying stage, is no longer effective. Success now depends on identifying companies that are actively in-market. These are the prospects researching your product, engaging with relevant content, or comparing competitors. Intent-based marketing helps...

Measuring the impact of ABM can be confusing and complicated. As a result, a lot of teams fail in selling it internally. In this webinar, Adam Holmgren, Head of Demand Generation at Rillion and Co-Founder at Fibbler, and Yulia Olennikova, Head of Marketing at N.Rich, will share how they approach...

Many businesses don’t fully understand how to analyze and interpret buyer intent data. According to research, 20% admitted that they still had more to learn about buyer intent data and that they knew very little about it and had much more to learn. But once you know how to tap into these insights,...

Repeatable and scalable success is often the hardest to master. Hence we have decided to gather the leaders from LinkedIn, EHS Insight, our CEO & Co-founder Markus and local B2B Marketing professionals to discuss how it can be achieved. 📺 Fill in the form below to watch it on demand. Any...

HELSINKI, July 30, 2024 – N.Rich launches the Custom Intent Topics feature with support for European languages. N.Rich, the leader in account-based marketing (ABM) solutions for mid-market companies, is excited to announce the launch of its latest feature, Custom Intent Topics. This innovative tool...

In the first-ever event hosted by N.Rich in partnership with ABX Israel in Tel Aviv, Mika Bella Kayt, Founder and CEO of Outgage, discussed ABX tactics for large accounts and shared insights on how their clients leverage gifting practices to engage, re-engage, retain, and develop loyal customers....

ABM is a journey that is not always the easiest one to navigate. In this webinar, Tania Saez, ABM Consultant, and Antoine Fadlallah, Account Executive at N.Rich, discussed in very practical terms what's required to set up an ABM campaign. 📺 Fill in the form below to watch it on demand. Any...

HELSINKI, July 8, 2024 – N.Rich, the leading European Account-Based Go-to-Market Platform, has been featured in The Frost & Sullivan’s Frost Radar™ for Account-based Marketing Platforms, 2024. The Frost Radar™ is focused exclusively on identifying the growth opportunities of the future and...

HELSINKI — July 2, 2024 — N.Rich, the leading European Account-Based Go-to-Market Platform, has launched Aurora, a new ally for B2B marketers in crafting winning ABM ads. Content creation can be challenging and costly, especially for organisations in specialized markets due to complex terminology...

Repeatable and scalable success is often the hardest to master. Hence we have decided to gather the leaders from Cognism, GE HealthCare and our CEO & Co-founder Markus and local B2B Marketing professionals to discuss how it can be achieved. 📺 Fill in the form below to watch it on demand. Any...

This year we at N.Rich have decided to join the celebration of Pride Month. We’re a diverse team of people from 24+ countries, so the values of Diversity and Inclusion are integral to our successful operations. By joining the celebration we first and foremost want to reiterate to the internal team...

Organizations using HubSpot as their CRM love N.Rich and we're thrilled to share more about this game-changing collaboration. Our bi-directional integration combines the power of account-based marketing (ABM) with the versatility of HubSpot's CRM platform, opening up a world of possibilities for...

Over the years, ABM has significantly transformed the approach to targeting audiences, offering an alternative to the traditional mass targeting method. ABM's focused strategy treats customer accounts as individually different markets, making way for high-value and personalized campaigns. In an...

Have you ever thought, "What if I could just push all the newly identified website visitors to my CRM to always have some fresh accounts for SDRs to work on"? Now you can do this and much more with the new bi-directional N.Rich + HubSpot integration. Only a few ABM vendors can pull and push account...

HELSINKI — March 14, 2024 — N.Rich, the leading European ABM Platform developing the Account-Based Go-to-Market Platform, has been included in the LinkedIn Marketing Partner Program. The LinkedIn Marketing Partner Program helps customers find solutions to market their business on LinkedIn. The...

HELSINKI, February 6, 2024 – N.Rich, the leading European ABM Platform from Finland, announces the new brand identity to highlight its Nordic roots and presents its new logo and corporate colours. N.Rich has decided to enter 2024 with the brand new logo and updated corporate colours for the brand...

There are at least three reasons B2B marketers, especially demand generation managers, love LinkedIn - and at least three reasons this love isn’t absolute. LinkedIn advantages LinkedIn downsides 1. It’s the biggest B2B social platform: people go to LinkedIn with an intention to consume professional...

It's been an amazing year for us at N.Rich, all thanks to our growing client base and community of professionals who remain excited about growth and innovation. You've pushed, trusted, collaborated, and supported us in our goal to streamline, simplify, and enhance businesses' GTM processes through...

Intent data use has undeniably become most businesses' "go-to" tool. Despite its widespread adoption, a clear and comprehensive understanding of its impact on businesses is still worth an overview. Why gauge the impact of intent data? Like any other tool or business approach, the real challenge...

On May 10, 2023, N.Rich and ABX Israel hosted the meet-up in Tel Aviv to discuss ABX Tactics for Large Accounts. Or Moshkovitz, Global ABX Lead at AppsFlyer, one of the speakers during the event, shared their experience of utilizing gifting strategies to augment the effectiveness of ABX tactics....

In this article, we’ll look at seven real-life use cases of buyer intent data listed in the “State Of Intent Data” study by N.Rich and Driving Demand. This collaboration has captured the pulse of intent data, revealing the main patterns and use cases and providing business professionals with an...

HELSINKI, November 2, 2023 – N.Rich, the leading European ABM Platform, has been recognised as a Niche Player in the 2023 Gartner Magic Quadrant™ for Account-Based Marketing Platforms report. N.Rich is recognised for the first time in this Magic Quadrant report. N.Rich believe, the report reflects...

There's a lot of discussion about what intent data is and why it is important but not much practical insight into how to read it and apply it in your day-to-day work. This is why N.Rich jointly with Driving Demand decided to explore the topic and collect the insights from the industry colleagues....

Earlier this June N.Rich together with our customer Powell Software joined the BtoB Leaders Summit in Paris. Maxim Kublitski, our Sales Director, and our customer Esther Daga, Head of Marketing at Powell Software, discussed what ABM is and explored how ABM platforms like ours could help boost lead...

LinkedIn has become a crucial tool for ABM strategists. For B2B companies, it’s a pot of gold overflowing with potential leads. Knowing exactly how to effectively integrate LinkedIn into your ABM strategy will help you: Identify potentially promising target accounts Reach them with account-based...

If you're reading this, it's likely that you're considering Account-Based Marketing (ABM) for your company. You've heard about its potential benefits, seen its popularity rise, and now you're wondering: Is ABM the right choice for us? It's a crucial question, one that merits a thorough...

N.Rich is kicking off a series of ABM meetups in Israel. We partnered with the ABX Israel community to organize an event where Marketing, Sales, Business Development, Operations, and Customer Success professionals can discover more about how ABM can help them reach their goals. The first meetup on...

Are you aware of intent data? Do you know the difference between regular data and intent data? If you do, are you truly leveraging its power? As businesses continue to grapple with the changing landscape of digital marketing, the concept of intent data has become increasingly popular. In short,...

"We need to implement ABM this year", "our absolute priority is to set up an account targeting strategy", "ABM is the only approach that will work in B2B" - you've probably heard this from your manager or read from numerous LinkedIn influencers (which your manager is following too). But what those...

Are you on a mission to drive more revenue for your business? Are you tired of traditional marketing strategies falling short? Well, you’re in luck! Programmatic ABM may be the solution to your marketing woes. Programmatic ABM, also known as 1:Many ABM, is a type of account-based marketing that...

When it comes to attracting new customers and growing your business, the traditional approach has been to cast a wide net and hope for the best. Something eventually sticks... right? Well, since you are here, we are pretty sure you know that this is not the approach you should take. Sure, it might...

Account-based marketing (ABM) is a hot topic in the world of digital marketing. The last couple of years have seen an incredible increase in popularity, with the 2020 State of ABM report stating that an impressive 94.2% of respondents now actively use ABM strategies. This is a significant increase...

Are you tired of throwing spaghetti at the wall and hoping something sticks in your marketing efforts? If the answer is yes, then it's time to try something new. Something way more efficient and effective. And something that can actually help you achieve your marketing and business goals. The...

Are you struggling to determine which ABM metrics are the most important to track? It's a common challenge faced by many marketers today, as ABM is vastly different from traditional marketing. With ABM, you're targeting specific accounts rather than broad segments of the population, which makes...

With the rise of account-based techniques, B2B companies start integrating account-based approaches into their demand generation strategies. Instead of fishing prospects with a net, they are spearing to target the perfect fish. This business marketing strategy concentrates resources on a set of...

Whether you’re into sales or marketing, one of your most frequent day-to-day questions is: how do I make sure I’m focusing on the right people and companies? You can craft beautiful ads, powerful slogans, or perfect ice-breakers for your outreach templates. But if the audience is wrong, you’ll get...

Stock markets are going down, demonstrating the worst results in nearly 14 years. Inflation and interest rates are going up. This is going to cause problems in the market globally and for individual companies. For commercial teams like sales and marketing, this will most likely result in: – Less...

As the end of 2022 is fast approaching, marketing budgets fall under heavy scrutiny. 72% of marketers already say they’re not going to spend more in 2023. So, if you don’t want all your marketing budget to be spent on tools, it is just time that you think of cheaper alternatives for your tech...

What is the total addressable market for your product or service? If you're not sure, don't worry, you're not alone. A relatively small number of business owners understand what the Total Addressable Market (TAM) is or how to calculate it. Whether you're in the startup stage or well past it,...

The new year is here, and with it comes the perfect opportunity to reassess your current demand generation strategy. As you already know, in order to scale your business, you need to generate demand. And in order to generate demand, you need market reach, right? But how do you achieve market reach?...

When it comes to sales and marketing, one thing is more important than anything else: focusing on the right people within the right companies. You could have the best product in the world, but if you're selling and marketing to the wrong audience, you'll end up wasting a lot of time and money in...

ABM display advertising is a big part of ABM, and it's one of the most effective ways to reach your target accounts. ABM display ads are beneficial in many ways. You need to implement account-based strategies into your advertising mix if you want to: Create awareness Drive intent and conversions...

According to Research And Markets report, the account-based marketing market is expected to exceed $1.6 billion by 2027. With so much growth potential, it's no surprise that more companies are switching to an account-based approach. But ABM is not without its challenges. One of them is that...

Back in December 2021, a hook-up app Grindr was fined around $7.1 million by Norway’s data protection authority for passing user data to advertisers without consent. This is one of the most recent cases to warn advertisers to take all the necessary measures while planning and executing their...