With the end of 2019, it’s time for B2B marketers to look towards 2020 and determine the goals and strategies they’ll use to achieve them. In a recent report, B2B marketing professionals have listed converting leads to customers and increasing sales leads as their top two marketing objectives in the coming year. But how will these … Continue reading »
How B2B Companies Are Using ABM [Survey]
Determining just how many business-to-business (B2B) organizations are implementing an account-based marketing (ABM) strategy is difficult. In fact, data points on adoption are all over the map, especially since many of the surveys about the topic are commissioned by ABM vendors. Those are just some of the conclusions from eMarketer’s new report, “Account-Based Marketing 2017: … Continue reading »
5 Key B2B Marketing Tactics
Today’s reality is very different from past marketing tactics. In the past, marketers relied on outbound tactics such as email and telemarketing that focused on educating the potential buyer. Now, buyers self educate online with search and social tools before any contact with sales. By the time the buyer is interested, they have already analyzed … Continue reading »
How Marketers Can Improve Sales [Report]
Implement a sales enablement program to increase sales efficiency and revenue. Many B2B marketing and sales teams—and even company leaders—agree that their overall sales efforts could stand improvement. On a scale of 1 to 5, with 1 being “not effective at all,” results from an October 2015 survey of B2B professionals in North America from … Continue reading »
How to Scale B2B Account-Based Marketing (ABM)
Account-based marketing (ABM) is the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts. It also includes support for the post-sale customer lifecycle using marketing’s toolkit to contribute to the overall customer experience. ABM provides guidance on how to deliver the insights, goal setting, strategy and planning, … Continue reading »