Information Delivery – Current Challenges, Future Trends
In B2B markets, it is increasingly difficult to deliver information to a target audience online. In this article, we discuss how we reached this point and how the rise of AI-based tools and ChatGPT will make the task even harder. We end by exploring some potential solutions. Information Delivery -...
Comparing Demand Generation With ABM and Inbound Marketing
We often see confusion over what is (and what is not) demand generation and how it compares to Account Based Marketing and Inbound marketing. Understanding the differences between these strategies is essential if businesses are to make informed decisions and optimise their marketing efforts. In...
Value Based Selling In B2B Markets
B2B companies face a significant challenge in differentiating themselves from their competitors. One solution is to employ a value-based selling approach, focused on identifying and delivering unique value to customers. In this post, we define value-based selling. We describe its benefits, the fit...
AI Generated Content Policy
Before diving into the details, let’s make it clear. There is not, and never will be any AI generated content on this site. That is, and will remain, our AI generated content policy. The reason is simple. Thanks to Nassim Taleb for the following: The Turing test A computer can be said to be...
B2B Key Account Sales and Marketing – What’s Changed?
What has fundamentally changed in the key account sales and marketing process over the last 25 years? Very little, I suggest, except content delivery methods. There are many buzzwords (including Account Based Marketing and Enterprise sales), but they describe a process that goes back decades....
From Content Strategy To Content Plan
It’s a sad fact many businesses have invested significant resources in producing content and seen little return. Without a clear structure moving from content strategy to content plan, the process is destined to fail. Content marketing is hard. Generating an appropriate ROI is hard. The spray and...
Research Based Content – Stand Out From The Crowd
The web is saturated with content. Much of it is little more than a basic overview of a subject re-purposed into a multitude of forms. Research based content delivers a distinct advantage, but delivering that content is a major issue. The costs of prospect focussed content production are low. If...
Content Personalisation For Account Based Selling
Personalisation of content for an identified prospect is a major challenge for account based marketers. Different members of the customers decision making team need different information (content) at different points in the sales cycle. Sales need to identify roadblocks to progress and deliver...
Delivering Marketing Support For Enterprise Sales
Enterprise sales is a process designed to secure high-value contracts from major customers. As contracts can be high value and multi-year, some businesses rely on the occasional major contract win. This is a high (financial) risk strategy. Enterprise sales cycles are long and resource intensive....
The Changing Role Of Content In B2B Marketing
In this digital age it is easy to forget content (information) delivery to support sales goes back centuries. With technology evolving at a rapid rate it is important to step back and return to the basics before deciding where to head next. Where have we come from, what worked, still works and...
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 can be refined to maximise...
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 process elsewhere on this blog....