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.
Topics: Marketing, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM
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 ever-increasing adoption 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.
Topics: Marketing, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM
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.
Topics: Marketing, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM
Topics: Marketing, Persona, Brand, Customer communications, Audience, Sales, Planning, Marketing strategy, Tactics
Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.
Topics: Marketing, Sales, Client relations, B2B, Marketing strategy, Tactics, Buyer's journey, Sales funnel
Collaborative marketing can be productive and profitable in your B2B marketing arsenal – if…
To gain the benefits of positive brand association, new marketing and product ideas, expanded market reach, increased social media following, and more, you need the right partner. You need a B2B vendor whose brand message and solution offerings are compatible with yours, with whom you can have a smooth and productive relationship, and whose impeccable brand reputation will reflect positively on yours.
Topics: Content marketing, Sales, Marketing qualified leads (MQL), Sales qualified leads (SQL), Marketing strategy, Collaborative marketing
Consumers are overwhelmed with offers – WhatsApp ads, retargeting, Facebook and LinkedIn ads, text messages, and some even still watch TV and listen to the radio. In today’s super-competitive climate, if you want to get prospects’ attention and money, you’ll need to hook them with highly targeted messages wrapped in something:
Topics: News value, Content marketing, Marketing, Customer communications, Messaging, Personas, Sales, Client relations, Video, B2C
Recent research indicates that influencer marketing can generate 11 times greater ROI than more traditional strategies. Unlike conventional tactics that push a message in front of sometimes reluctant audiences, influencer marketing delivers your message via credible, authoritative experts to audiences who trust their content over that from brands. Moreover, influencer marketing is more critical for B2B than for B2C: With B2B purchase price overwhelming B2C’s, word of mouth and endorsement is critical to the former’s success.
Topics: Marketing, Analyst relations, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM, Influencer
Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.
Topics: Content, Marketing, Inbound marketing, Customer communications, Messaging, PR, Sales, B2C, Influencer, B2B2C, B2B