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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...

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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...

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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...

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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...

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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...

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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...

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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...

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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...

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Websites And The Corporate Brand

The first step before embarking on any website development exercise is to define its primary purpose. It could be a corporate presence that builds credibility to aid client retention, or it may be a lead generation tool. We suggest it cannot be both. Choose between a...

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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...

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