Blue chip companies are a breed apart. Whether they are Fortune 500, FT-SE100, or CAC40 companies, these are the grown-ups of the business world and if you want to play in their league, you have to know the rules of the game.
Account-Based Marketing & programmatic: more than ads & more than tech
- 5th December 2019
It is a fact: increasing risk aversion, compliance concerns ( email and opt-in legislation ) and technology complexity, has resulted in a high increase in the number of people involved in the purchasing process. As every sales professional knows, the bigger the team, the less likely they are to end up buying. In this context, winning big deals today means working the entire account. In this context, B2B organisations face 3 real challenges: How to reach all the people that…
How Safe is your Brand with B2B Display Advertising?
- 26th November 2019
Cheaply designed B2B display solutions can at the end cause more harm than good to your brand and your budget! Do mind that as much as the approach to safe contextual placement runs with a zero-tolerance attitude, we must remember that the nature of automated Programmatic B2B advertising is directed by an algorithm that selects a company, not a web-site. Digital opens many opportunities to us with data, but along with those opportunities come some risk and we have to…
Five steps to achieve Account Based Marketing success
- 20th November 2019
If you want to bring some joy to your Account Based Marketing (ABM) campaigns, then check-out these five key areas in which you need to excel. Good news is that these are not about technology but rather about having the right process in place so really this is just about making sure the fundamentals are there. 1. Account Selection Don’t throw darts at a piece of paper and hope for the best. Pick the accounts which you know intimately and…
Why Programmatic B2B is Essential for Account-Based Marketing
- 19th November 2019
When it comes to B2B space, the buyer-seller relationship isn’t always the easiest to manage. The days you could close a sale by working just with one individual are gone, now it is all about marketing and sales influencing a large group of people.
Take your marketing to the next level with Programmatic IP Based solutions
- 11th November 2019
Marketing automation, fueled by a combination of content and inbound marketing, is one of the dominating marketing strategies today. However, with up to 97% of anonymous web visitors, the benefits to reap from IP Based technologies are huge. Traditional website counters register website traffic; page views and the number of unique visitors. They provide basic segmentation such as the number of visitors per day, the country of origin and the referral. However, they will not tell you the names behind…
Intent-based advertising: how to reach the accounts that are active in your market
- 7th November 2019
With intent-based advertising it’s now possible, in real time, to get your message in front of the accounts as they’re actively searching for your products. One of the most famous quotes from Lord Leverhulme, the founder of Unilever, is “Half the money I spend on advertising is wasted, and the trouble is I don’t know which half”. With most money going into digital, accountability and insights have improved a lot since the days of Leverhulme. And now it’s possible to…
Why B2B shouldn’t be frightened of a cookie-less future
- 5th November 2019
There are big changes within the Ad Tech industry. As big expectations around data management platforms ( DMPs ) did not match reality; Toni Chumillas, Head of Programmatic B2B, wonders how B2B companies can embrace the monumental shift which makes cookie-less targeting look so yesterday. The backdrop to all the changes is not only GDPR, with all its implications about privacy, but the fact that a number of the main browsers are now giving cookies the cold shoulder. So, the…
Why is Programmatic B2B part of the essential kit if you sell to Large Companies?
- 11th October 2019
Average buying center size in companies with 1.000+ employees consists of 34 employees in contrast with B2C where the customers are the people who purchase. On such a scenario, how should Sales and Marketing work together to close the big deals? Not only the size of the buying group is significantly more complex. If your size deal is very high, the risk/ complexity will be a critical factor in your selling cycle. It is probably easier to sell a set…