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 cut through the noise and...
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 key hurdles to be overcome...
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 retention but less obvious is the...
B2B Marketing Agency Client Relationships – What Changed?
The relationship between a B2B marketing agency and its client used to be easy to define. Then along came the concept of inbound marketing and everything changed. In the past, the agency/client process tended to follow the steps outlined below: A Client has a need/requirement. Several marketing...
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 corporate brand or lead...
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 creation, rather than those...
Improving The Marketing And Sales Relationship
In this post, we consider possible ways to improve the marketing and sales relationship. We then discuss the potential sales and marketing alignment benefits of an Account-Based Marketing approach. Areas of conflict Between Sales And Marketing The potential for conflict between sales and marketing...
9 Key Inbound Marketing Skills
In B2B markets there has been a shift toward inbound marketing in recent years. This, in turn, has modified the skill sets required by marketers. Today the main skills marketers need are: Strategy, planning and segmentation. The ability to write high quality, engaging, thoughtful...
5 Reasons To Use An External Marketing Team
What are the advantages of an external marketing team compared to the in house approach? Is an external marketing agency just another cost or can they deliver real benefits? This post sets out to answer those questions. Outsourcing marketing to an experienced marketing team delivers several...
The B2B Market Segmentation Process
The time taken to undertake a B2B market segmentation process is rarely wasted. It can be all too easy for a sales department to lack focus and to chase the easy target. The prospects competitors chase, or the contacts that are always open for a visit. Instead, it is important to decide which...