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....

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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...

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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...

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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....

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Account Based Selling – The 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: Marketing and sales alignment....

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The Project Driven Sales Environment

In B2B markets, high-value sales are often project driven. On major project release, main contractors allocate work. Each subcontractor then orders on their chosen subcontractor and so on down the chain. In theory, this leads to a relatively simple sales process. First, you need to identify the...

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What’s 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 goals, objectives and finally...

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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 Inbound Marketing Website The most important element in 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 for any business in B2B markets....

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ABM vs Inbound Marketing – What’s The Difference?

ABM vs Inbound Marketing, what's the difference? 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 brand/credibility building and...

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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 cut through the noise and...

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Use Content 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...

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