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Planning for a successful Account-Based Marketing (ABM) initiative requires much more than simply investing in new software and asking the sales team for a list of top target accounts. Proper ABM planning demands painstaking account selection, a clear consensus and buy-in amongst internal stakeholders, and a careful inventory of current… Read More
I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?” Now, not only was I not ready, I barely remember what his company does. That’s… Read More
For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency, we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing. In addition to the… Read More
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
Sales experts preach the value of “asking for the sale.” Don’t assume that your customer will buy when the time is right. Make the time now. The same rule applies to demand generation creative and to email copywriting in particular. Effective email campaigns are nothing without a compelling call to… Read More
Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. This year’s report (download a copy here – registration required) is striking in the degree and pace of change… 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