ABM Strategy

You’re Looking at the Marketing Funnel the Wrong Way. Here’s Why… – B2B Marketing Article

You’d be hard pushed to find a marketer who doesn’t use a marketing funnel somewhere in their marketing strategy. Our relationship with funnels goes way back… However, how accurate is our understanding of the funnel model? This article points out the fundamental flaw of looking at the marketing funnel the wrong way. Read on to discover how you can adopt the right perspective and in turn build better demand generation programs built on insight and accurate audience data. Reading time:…

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The B2B Decision Making Unit (DMU); The Real Faces of Persuasion – B2B Marketing Article

Reading time: 4 minutes We kicked off our new B2B Marketing Mini Series on Segmentation with an article exploring 5 common pitfalls many Account based marketing (ABM) strategies fall down (read full article here). One main obstacle identified was the neglect to factor all the different members of the decision making unit (DMU) into your B2B marketing segmentation strategy. The Harvard Business Review estimates that “the number of people involved in B2B solutions purchases has climbed from an average of…

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