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.
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…
The shortest path to Programmatic B2B success: cross and up-selling to current customers
- 30th September 2019
Have you ever tried to close a sale on an existing customer , only to hear the disappointing news that they chose to go elsewhere? You know your product and services are better than your competition. You know your organization is more stable and capable of a smooth implementation. But you can’t figure out what happened or why they didn’t take your offer. It’s because you lacked influence. Here are the steps you should take to remedy that. 1. Results matter…
Top 6 tips to help you find the right ABM vendor
- 5th June 2019
All ABM solutions are equal, but some ABM solutions are more equal than others.
As you set out for the ABM journey, if you are not succeeding, it is time to REACT
- 3rd June 2019
What do you do when you have limited awareness, limited account visibility, and you know that your customer wants to go 60-80% of the way before he or she even wants to talk to a sales person?
Is it ego or efficiency that drives corporate advertising?
- 22nd March 2019
Anyone who has recently been through an airport may have noticed the very expensive B2B ads being displayed. And you may wonder what do the advertisers get out of it? I believe many business travellers are like me – you optimize your time at the airport and arrives at the gate as close to boarding time as possible. So how much of all that expensive advertising do you see, recognize and remember? Probably not a lot, and I…
Is there a more fitting description for Account-Based Marketing?
- 12th March 2019
The short answer to the first question is of course “yes”; ABM is technically the right abbreviation for account-based marketing. But does “ABM” really cover what more and more marketers are looking for when they are launching more strategic and more focused account centric marketing campaigns?
Selling to Global Accounts: How to Manage Long Sales Cycles
- 5th January 2019
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.