Last week we had a couple of in-depth conversations with the CMO of a very large technology company and discussed their challenges to generate inbound leads using Account Based Marketing approach. After the evaluation of their current situation, we were not at all surprised when he asked: “Do you know of ANY organization where ABM REALLY delivers?”
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…
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…
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.
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?
The Definitive Guide to Account Based Advertising
- 6th December 2018
Account Based Advertising and Programmatic B2B are reinventing outbound demand generation. All you need to know packed in a concise guide. The Essential Read for All Companies Embracing Programmatic B2B. Treat yourself to a gift that will keep on giving: ” The Definitive Guide to Account-Based Advertising” published by The Digital Effect team is the essential kit for all companies embracing the ABM journey. The Digital Effect customers are leading the way in Account-Based Advertising. Want to start using it?…
The Good, the Bad and the Ugly of Social Media Marketing
- 28th October 2018
There is no shortage of disruptiveness to deal with for social media strategists.