By now, any B2B marketer worth their salt understands the ins and outs of Account Based Marketing. But creating an outstanding ABM programme, one that exceeds every expectation and delivers exceptional results, is a challenge that many have yet to master. Outstanding ABM programmes go far beyond the typical frameworks of a marketing campaign, blending sales and marketing, rigorous research, and highly creative and targeted messaging to inspire, engage and wow each prospect.

Topics: B2B Team, B2B Marketing Planning, B2B marketing ABM, B2B Marketing Personalisation

Building a successful B2B marketing plan is no mean feat. As the saying goes, building your house on the sand is a bad idea, and the same can be said for your marketing activity. Without a rock-solid foundation, you’re unlikely to achieve the results you’re hoping for. So, we have recommended 5 key pillars you need to get right to create an outstanding B2B marketing plan that drives serious ROI for your business…

Topics: B2B Marketing Strategy, B2B Marketing Planning, B2B Creative Strategy, martech, Content Strategy

Many businesses find themselves relying on their top two or three customers for the majority of their revenue. Whilst it will always be the case that some of your customers will generate more revenue than others, depending on just a few big fish customers is not the way to go. Here’s why…

Topics: B2B Marketing Strategy, B2B Marketing Planning, Innovation, Big-fish Customers

We’re right on the cusp of a new year and if 2020 is anything to go by, futureproofing your 2021 B2B marketing strategy should be high on your agenda. This means creating a plan that is risk-averse (pandemic-proof), but does not hinder creativity and innovation. So, how can you build this elusive future-proof strategy? Here’s what the experts recommend…

Topics: B2B Marketing Strategy, B2B Marketing Planning, B2B Creative Strategy, Innovation

With the new year nearly upon us, now is the time to ensure your 2021 plan is in tip top shape. This means you need to know what’s missing. From creating outstanding ABM campaigns, to ensuring your database is up to scratch, in this blog, we will explore the key tools, techniques and strategies that may be missing from your 2021 strategy…

Topics: B2B Database, B2B insights, Account Based Marketing, B2B Account Based Marketing, B2B Marketing Planning, B2B marketing ABM

80% of marketers say ABM improves customer lifetime values, while 86% say it improves win rates.[1]

 

Topics: B2B Marketing Strategy, Account Based Marketing, B2B Account Based Marketing, B2B Marketing Planning, Key Account Selection

 

During a recent B2B marketing research project, I found myself speaking to multiple suppliers and peers about the level to which their offerings could measure prospect, lead, and customer data. More often than not, the conversations led to discussions about capturing a variety of behavioural data and insights, and then automatically feeding this back into a marketing automation platform. Now, as marketers, we experience unrivalled levels of excitement when discussing subjects such as automated data capturing, but this is what led me to question, ‘what is the most important factor here?’

Topics: B2B marketing, B2B Marketing Messages, B2B Marketing Planning, B2B Marketing Metrics