Simply put, account-based marketing (“ABM”) is a strategic B2B marketing approach that targets a market consisting of a single company, a division of a company, and / or an individual within a company. It stands in contrast to the more generalist B2B marketing approaches providing much more targeted tactics (e.g., named companies, firmographics, and demographics vs. general company profiles, individual names and emails vs. general role-based personas and broad email lists, individualized value propositions vs. general benefit statements, etc.).
As a sales leader or salesperson, your success in closing deals depends on your ability to influence outcomes by guiding potential buyers from their current mindset to one where they believe your solution addresses their problem. Having extensive data about the company you are prospecting, their customers, partners, competitors, and broader market context enhances your knowledge and ability to connect with your audience.
Artificial intelligence (AI) is poised to transform the way that marketing professionals work, and how organizations target, engage and connect with customers and prospects. Just like how marketing automation created new tasks and job functions, AI will revolutionize the way marketing is performed – and dictate a new set of job needs and skills.
Being in the middle of a digital transformation can be a time of excitement, confidence and risk-taking. Businesses are evolving, employee career paths are expanding and the way we market to our customers is changing. Even buyers’ journeys are taking a turn down a path that may not have existed several years ago.
Somewhere along the way of the marketing campaigns and the market hype, the industry has forgotten why we are digitally transforming and what it means. If we rewind, traditional organizations are being disrupted by digital startups; they are seeking ways to innovate more rapidly, be customer-centric, harness data to generate insights at scale, and ultimately transform their operations to compete in the digital economy.
Digital transformation has been changing the global business landscape in several ways, but one of the most important for organizations…
To differentiate in the crowded B2B marketscape, marketers are leaning more heavily on content marketing techniques. In fact, content marketing is now the 3rd largest marketing spend, behind advertising and events. There’s a lot of content marketing noise for buyers to wade through, which is why so many marketing teams are looking for ways to make content more relevant for their audiences throughout their buyer journeys.
Leaders call them tiger teams, circles, networks, or squads. Whatever term you use, the objective is the same: remodel the organization to better serve empowered customers and attract new workers who have fresh expectations. Leading companies are progressing towards a “network of teams” approach that is more agile and customer responsive than the traditional hierarchy of functional silos built for the industrial 20th century.