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When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. What is the primary objective? (For example: secure an appointment, gain an introduction …) 2. What is the level of prior engagement (cold, warm, hot) and how aware… Read More
In the headlong rush to Account-Based Marketing, many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. In the agency business, such as ours, this has led in turn to a notable uptick of interest in… Read More
If you’re like me, your inbox is now bombarded daily with what has politely been called “BDR spam” – automated, multi-touch sales email campaigns made possible by 1) the emergence of sales engagement platforms like ToutApp and SalesLoft, and 2) sales professionals who believe that beating their prospects into submission… Read More
Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. I talked to Steve recently about the… Read More
This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. (For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.) This… Read More
Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The reason? Though the marketing team was doing a great job generating raw inquiries at the… Read More
To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. To be information of value, that same content needs to be useful, and at a very fundamental level it needs to tell the reader something he or she… Read More