Your B2B Content Plan Targeting Is All Wrong
Most businesses focus their B2B content plan on prospects alone. We suggest that is a mistake. In this post we review the standard approach to inbound marketing and outline a major flaw. We then go on to suggest an alternative way forward and its impact on customer...
Account Based Selling – The Main Challenges
Account-Based Selling (ABS) is not new, it has been employed by enlightened B2B organisations for decades. But what has changed is technology and the intimacy of the relationship between customer and supplier. That brings with it a new set of challenges. These, we...
ABM in a Project Driven Sales Environment
High-value sales are often project-driven in B2B markets. On major project release the main contractor allocates work. Each contractor then orders on their chosen subcontractor and so on down the chain. A simple sales process in principle. All you need to do is...
What Is My Inbound Marketing ROI?
Now you are someway into your inbound marketing process, how do you measure the inbound marketing ROI on your activity to date? You probably based your expected results on (so-called) industry-standard benchmarks. Then flowed these down to your inbound marketing...
The Inbound Marketing Toolbox
So you have an inbound marketing plan in place. You now need to find a way to deliver on that plan. What will you need in your inbound marketing toolbox? There are many elements to consider, all of them interconnected in some way. The Content Marketing Website The...
Generating Content For The Inbound Marketing Process
The inbound marketing process requires a complete change of mindset. It's not about promotional messages but delivery of information that is of genuine use to customers and prospects. Generating sufficient high-quality information to fuel the process is a challenge...
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. We discuss the...
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...