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....
ABM in a Project Driven Sales Environment
In B2B markets high-value sales are often project driven. On major project release the main contractor allocates work. Each subcontractor then orders on their chosen subcontractor and so on down the chain. A simple sales process in principle. All you need to do is identify the project, the key...
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...
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...
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....
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...
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?
Relationships 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...
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 Marketing and Sales The potential for conflict between sales and marketing...