Identifying and targeting key accounts has always been a best practice for B2B marketing and sales. But today, advances in technology are allowing more efficient ABM practice at scale. Now, reaching out to individual accounts and contacts, with personalised content, is more straightforward.
Account-based marketing is thinking of the account as a market of one. It’s about being laser-focused on their needs and deploying the most effective marketing tactics available to nurture value-added, pervasive conversations with key stakeholders. — Nick Panayi, Head of Digital Marketing and Global Brand, CSC
At a bare bones level, an ABM approach will require you…
As you may have heard from… well, just about everybody; ABM is hot right now — and a ‘must do’ strategy for those marketing in the enterprise space.
For that reason, we hosted our first event of this year — inbound to ABM, to talk about the move towards ABM and our view of the optimum inbound to ABM model.
Taking place aboard the Sunborn Yacht Hotel, London, two presentations and a Q&A set the tone for the event:
Written by Strategic’s Head of Inbound Sales, Fes Askari.
When I get into work, the first three things I check are:
I’ll also double check my diary and meetings, SQLs and pipeline management — though I’ll have already updated this information the night before to know where we are as a business.
So why these three things every morning?
As a digital salesperson, these items are important data points to…
Quality leads aren’t always easy to secure. If you’re experiencing lead generation issues, it may be due to these factors.
As lead generation is key to growing a business, it’s likely to be one of your core marketing objectives. Yet quality leads aren’t always easy to secure — it’s a common lead gen complaint that while marketing activity may provide lead volume, often those leads lack in real quality.
According to the Content Marketing Institute: lead generation was the most important content marketing goal for 85% of B2B marketers surveyed in 2016
There are multiple factors at play that may…
In increasingly competitive and complex B2B landscapes, only strategies that truly understand the customer will reap success.
I firmly believe we are at the beginning of the fourth major business cycle since the start of the last century.
From the era of manufacturing, through the ages of distribution and information; business and marketing have always evolved. Now, as we shift into what Forrester has described as ‘The Age of The Customer’, it’s more important than ever that B2B organisations of all sizes are equipped to move with the times.
Sales is evolving. As customers change the way they buy, Sales Teams need to adapt the way they go to market — particularly for complex B2B sales.
You may already be aware of the importance of Inbound sales enablement in the modern sales landscape. Allowing Sales to align with Marketing, sales enabled SDRs work to help (and build trust) with quality leads from early on in the sales cycle; a result of having access to marketing lead intelligence, and having input on marketing collateral.
From social selling, to Marketing and Sales alignment, it’s increasingly important that Salespeople stay involved in…
Every buyer looking for a solution progresses through a three step purchasing process of Awareness, Consideration and Decision before converting to a customer. In an Inbound campaign this is known as the Buyer’s Journey and is integral to content development and lead nurture.
Why? If content is tailored to each Buyer’s Journey stage, and presented to a lead in the right format, at the right time, the challenge that content addresses will resonate, and quality lead nurture will result. …
Landing pages are a crucial part of the lead generation process. We explore 6 things that great landing pages should contain.
If you’ve ever exchanged information for a content download, service, webinar etc, then you’ve seen and used a landing page.
Whether or not you realised it at the time, that landing page formed an important part of a lead generation process. Used to convert site visitors into leads, landing pages are literally the page that site visitors ‘land on’ after clicking a call to action. All landing pages contain a lead capture form that visitors complete in exchange for…
Like most businesses, you likely have a few whitepapers and case studies on your site. But what other types of content should you have behind your landing pages?
How many different types of content do you create?
Like most businesses, you likely have a few blogs, whitepapers and a case study or three on your website. In fact, according to the Content Marketing Institute, 76% of B2B marketers blog, and 73% publish case studies.
But what other content types do you have behind your landing pages? If your go-to lead generation content is always an eBook or whitepaper, you’re missing…
Are your inbound campaigns doomed to failure? If you’ve made these mistakes, the answer may be yes.
As today’s B2B consumers increasingly ignore traditional interruptive marketing, marketers must adapt their strategies to succeed.
For Marketing Directors today, that means having the confidence to change strategy; earning visibility through helping buyers reach the solutions they need.
3 out of 4 marketers across the globe prioritise an Inbound approach to marketing — HubSpot State of Inbound 2015
By aligning marketing and sales, and focussing campaigns around personas, statistics show that Inbound Marketing is the way forward in the modern marketing world. …