Content Personalisation For Account Based Selling
Personalisation of content for an identified prospect is a major challenge for account-based marketers. The costs can be high, but without some level of personalisation, the enterprise sales process is likely to fail. We discuss the issues below and offer some...
Marketing Support For The Enterprise Sales Process
Enterprise sales is a process designed to secure high-value contracts from major customers. Typically this involves long sales cycles. Target customers are usually large businesses (often OEMs). They often have an annual turnover greater than £50m. As sales cycles are...
Two Types Of Inbound Marketing Content
Today the majority of B2B content tends to support an inbound marketing process. Much of that content is (obviously) prospect focused. But we suggest there are two types of inbound marketing content. Without both types working in unison, the inbound marketing process...
Building An ABM Target Account List
To be blunt, any customer subject to an account-based marketing process must be worth the time and resources expended. Deciding which customers to include in an ABM target account list is key. We cover what to consider when identifying key accounts and how that list...
Your B2B Content Plan Targeting Is All Wrong
Do you focus your B2B content plan on prospects alone? Is that approach delivering the best ROI? What if you switched your primary focus to targeting content at existing customers instead? We discuss a major flaw with the standard prospect focussed inbound marketing...
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 including:...
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...