ABM

How to Approach Demand Gen in Challenging Times – B2B Marketing Article

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for how long. Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many…

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Demand Gen: Quality Over Quantity – B2B Marketing Article

This is an excellent strategy that all content marketers should be using — and using more often. With today’s marketing automation platforms, it’s easy to send half  your audience one message and half another and then measure the results. But be careful that you don’t confound your variables. Always make sure you’re testing one variable at a time. It seems obvious, but it’s often ignored. If you send two entirely different emails, for instance, and one performs better than the…

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Look-Alike Modeling: The B2B Marketer’s Secret Weapon – B2B Marketing Article

It’s 2020 — are you excited about building your next target accounts list?  Probably not.  It’s true you want to expand your current list of accounts, but you’re likely not looking forward to going through the slow, manual process of finding and handpicking who to target.  Unfortunately, this is the sad truth for too many B2B companies, but this year doesn’t have to be the same for your company.  What if there’s a way to overcome the overwhelmingly tedious task…

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How to Use ICPs and Buyer Personas for Sophisticated Segmentation – B2B Marketing Article

You created an ideal customer profile — what next? If you’re like most businesses, you’re using ICPs to develop your marketing campaigns.  The issue with this is that your data may be incomplete. Because of this, your campaigns are bound to struggle (or even fail).  Let’s take a look at what you can do to optimize your ABM strategy for better results by using both ICPs and buyer personas to drill down deep into your customer data. Why ICPs Matter…

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How to Run Account-Based Marketing in 2020 – B2B Marketing Article

These days, we see more B2B businesses turning to account-based marketing (ABM) as their go-to strategy with 88% claiming to see an improvement in conversion rates. Not only has GDPR immobilized the mass marketing trend, but industry is tiring of broad-based, high-volume, low-return schemes. Instead, marketing leaders want quality over quantity, and favor holistic methods for winning over their customers. From saving on resources to improving conversion, there are many reasons to allocate time and budget to ABM. But how…

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