B2B Buyers Have Changed. Have Your Marketing Tactics?

Posted by Larry Kenigsberg on Sep 13, 2021 2:45:00 PM

Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.

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Topics: marketing, sales, client relations, B2B, marketing strategy, tactics, buyer journey, sales funnel

Seven Powerful Opportunities that Impact B2B Marketing

Posted by Amy Kenigsberg on Sep 6, 2021 11:30:00 AM

In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.

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Topics: content, marketing, brand, customer communications, B2B, marketing qualified leads, sales qualified leads, sales funnel, trends, customer journey

B2B Marketing: Don’t Confuse Strategy with Tactics

Posted by Larry Kenigsberg on Sep 2, 2021 3:43:00 PM

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Topics: marketing, persona, brand, customer communications, audience, sales, planning, marketing strategy, tactics

Why Integrated Marketing is Essential for B2Bs

Posted by Amy Kenigsberg on Sep 1, 2021 3:54:00 PM

Today’s B2B buyers and their buyer’s journeys have changed, and that’s why integrated marketing matters - a lot.

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Topics: marketing, brand, customer communications, Account-based marketing, influencer, B2B, customer journey, integrated marketing, influencer marketing

If No One Knows You're Out There

Posted by Larry Kenigsberg on Aug 2, 2021 12:43:00 PM

The tension in the room was palpable. The CEO was clearly an unwilling hostage to the situation; that seemed clear. Amy and I were invited to this meeting by T, the vice president of marketing. He wanted to pursue a more aggressive marketing campaign to help his underperforming potential monster technology.

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Topics: Public relations, news value, Israel, marketing

How Account-based Marketing Relieves Five Marketing Headaches

Posted by Consuelo Reinberg on Jul 11, 2021 9:15:00 AM

Taking an account-based marketing (ABM) approach pinpoints your focus on a few high-opportunity, high-value accounts who are more likely to pay attention to your communications because they actually need your product and have the budget for it.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

How to Overcome the Five Barriers to Sales & Marketing Alignment

Posted by Larry Kenigsberg on Jul 7, 2021 5:42:00 PM

Build up ABM success by bringing down the silos

Not all prospects give you the best fit or highest value for your solution - thus, the growing popularity of account-based marketing. Approximately 92 percent of B2B marketers consider ABM a critical component of their marketing efforts; and 87 percent of ROI-measuring marketers say that ABM tops all other marketing investments.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

Strengthen Connections with ABM

Posted by Larry Kenigsberg on Jul 1, 2021 12:51:00 PM

Taking an account-based marketing (ABM) approach pinpoints your focus on a few high-opportunity, high-value accounts who are more likely to pay attention to your communications because they actually need your product and have the budget for it.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

Inbound Marketing: What ROI Can You Expect - and How Do You Measure It?

Posted by Amy Kenigsberg on Jul 1, 2021 10:50:00 AM

Or How to Get the Most Bang from Your Inbound Marketing Buck

While marketing budgets are growing and more and more companies are leveraging inbound marketing, many CEOs want to know: what returns are we getting out of our investment to prove that inbound marketing is the way to go?

 One, inbound has now displaced outbound in terms of clearly measurable ROI; two, the ROI areas prove the effectiveness of inbound marketing; and three, 10 metrics to consider when measuring inbound ROI.

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Topics: content marketing, content, marketing, persona, inbound marketing, customer communications

Creating the Perfect Combination of Account-based & Inbound Marketing

Posted by Larry Kenigsberg on Jun 30, 2021 12:32:00 PM

At first glance, account-based marketing (ABM) and inbound seem like polar opposites: ABM focuses on decision makers within particular enterprises and engages them with personalized communication. Inbound marketing takes a more expansive approach, attracting customers to products and services by creating valuable content.

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Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM