Diving into Account-Based Marketing (ABM) is a significant strategic decision for any business. As we navigate the complexities of modern marketing, understanding whether ABM fits into your go-to-market (GTM) strategy is crucial. This post will guide you through assessing your business’s compatibility with ABM, evaluating organizational readiness, and taking the initial steps to implement this targeted approach. Is Your Business ABM Compatible? One could say that you don't choose ABM, ABM chooses you. In other words, ABM should be the...
In a recent insightful interview with Jon Miller, co-founder of Marketo, Engagio and ex-CMO at DemandBase, we delved deep into the transformative trends shaping the B2B marketing ecosystem. The discussion centers on the 5 key transformations that explain why and how to adapt your business to the latest trends. Here’s a snapshot of the key takeaways, but for the full range of insights, you won't want to miss the complete interview. Ready to watch? Click here to jump right into the...
Now more than ever, businesses are prioritizing efficiency over growth; you need to be able to show proof of value, or you’ll be wished adieu. However, figuring out your website ROI can be hard as f**k, or is it? As we know, ROI consists of 2 parts, the return, and the investment; the investment part is usually straightforward as it's usually how much you spend on your website. The real challenge is finding the return. In this post, we will share a...
One thing we can definitely take from 2022 is that it’s a buyer's world, and we're just living in it. The road these buyer journeys are on is longer and bumpier than ever. Let’s get right into it. Picking up from where we left off in part 1 of our analysis. In this edition, we will talk about statistics on the impact of personalized content and experiences on accounts. How Many People For Each Target Account Are Visiting Your Website?...
B2B buyers are champions of effective time management, which is why they hate wasting time receiving generic ads from businesses that don't solve their problems or soothe their pain points. As a marketer, the ideal way to avoid irritating B2B buyers is by delivering relevant, informative content when they need it most, such as when they search for your business or visit your website. And what's more relevant than personalized content? 70% of buyers now expect to receive personalized content,...
How do B2B businesses find clients? They have marketing and sales teams, of course. But if you reverse the question, the response is not so obvious: Your B2B marketing and sales teams find clients, but how do clients find you? 41% of B2B buyers read three to five content pieces before engaging with a sales representative. In response, B2B businesses are making their brand and expertise more visible by producing the valuable educational content buyers are actively looking for. And...
Competition is fierce for B2B marketers. Buyers conduct their research anonymously, deftly avoiding your best lead-capturing tricks. Closing a deal means winning over an entire purchasing team, not just one or two key decision-makers. To connect with potential customers and bring successful close sales, you have to adapt your approach to meet the needs of today's buyers by using account-based marketing (ABM) techniques backed up with artificial intelligence and big data. With more than 70% of sellers purporting to have...
Buyers call the shots in the highly competitive world of online B2B sales. The best way for B2B sellers to hold their attention is to show them that you really, truly get them. That means understanding their big-picture pain points and feature wish list, of course, but also who the people behind the company are, how they like to make their purchasing decisions, and where they're at in their buyer journey. To reach buyers at this level, you need an...
Monitoring the sales processes for your business isn't easy. There's so much data to collect, so many metrics to track, and even more answers to find. But what if you could optimize your B2B sales pipeline to gain better visibility over your prospects' buying journeys or deal stages? Tracking the deal stages in your sales pipeline isn't just essential for maximizing conversions. The data you gather can also help you forecast, set KPIs, and ensure that your sales team feels...
For B2B marketers, the big question about sales funnels is: do you prefer your funnel right-side up or upside down? In the traditional lead generation model, you seek to bring in lots of leads through the top of the funnel, nurturing them down to the narrow end where you're left with a few well-qualified leads ready to convert. With account-based marketing, you start with one carefully-selected lead at the top, identify the key decision-makers you need to win over, and...
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