The Difference Between ABM And Inbound Marketing
What is the difference between ABM and Inbound Marketing? Confusion persists about what is (and is not) Account-Based Marketing. For clarity, we define inbound marketing as a general approach to answering customers potential questions and/or concerns. Its purpose is...
Account Based Marketing – The Basics
Is Account Based Marketing just the latest buzzword for what has existed for decades or is it worth attention? That’s a reasonable question. In our opinion, there is a problem with definitions and to be fair some unjustified hype. In this beginners guide, we try to...
Use ABM To Win Over Competitor Key Accounts
You may have better products or services than the competition. You may have better service and support but the battle to win over competitor key accounts is never easy. Frustratingly, even when your competitor messes up you may still not get a chance. There are two...
How To Keep Existing Customers
Research indicates it costs between five and eight times more to acquire a new customer than it does to keep an existing one. A key issue for many businesses is how to keep existing customers happy and onboard. Levels of service have a major impact on customer...
B2B Marketing Agency Client Relationships – What Changed?
The relationship between a B2B marketing agency and their client used to be relatively easy to define. Then along came the concept of inbound marketing and everything changed. The process used to be relatively simple and tended to follow the steps outlined below: A...
Simplify The B2B Marketing Strategy And Planning Process
For many manufacturing businesses, the B2B marketing strategy and planning process can be both time consuming and complex. This post suggests a process to deliver a top level plan that addresses key issues with less time and effort. Although the importance of a...
Websites And The Corporate Brand
When developing the company website a decision needs to be made on the focus. Is the goal brand or lead generation? We suggest it cannot be both. The first step before embarking on any website development exercise (be it a new website or an upgrade to an existing...
The Short Term Impact Of Reduced Marketing Spending
What is the real impact of reduced marketing spending? Many suggest it is a false economy but the truth is it can often have a negligible short term impact on sales. The marketing process can continue to have an impact several months after marketing personnel have...
In House vs Outsourced Marketing
With the ongoing demand for more quality sales leads and limited internal resources to achieve that goal, an outsourced marketing agency can be an attractive choice. But is outsourcing really the best option given an in-house team will always be closer to customers,...
Use Content To Build Credibility In B2B Markets
In risk-averse B2B markets, supplier credibility is a key distinguishing factor. This post suggests four ways a business can use content to build credibility in B2B markets. Four factors that influence the credibility of a supplier are: Social proof. The quality of...
Organising A B2B Lead Generation Team
How should a B2B lead generation team be organised? What tactics are best? Who is responsible for delivery and what can be outsourced? Without a solid strategy whatever tactics are employed are likely to fail. Without the right team and (crucially) the right team...
4 Advantages and Disadvantages Of Inbound Marketing
Before considering the advantages and disadvantages of inbound marketing a definition is appropriate. According to David Meerman Scott ‘inbound marketing is about developing marketing activities that ‘pull’ people into your site, generally through compelling content...