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...
Just like in the Games of Thrones series, for many years the marketing landscape had its own giant wall dividing two populations: the B2B and the B2C (Brand) marketers. That wall separated ideas, methodologies and tools. Even the languages used on both sides were different. However, in contrast to the man-made ice wall, the marketing wall was not erected by people but by the available technology and capabilities. In the past couple of years, Account-Based Marketing (ABM) has taken the B2B...
Account-Based *Content* Marketing – Talking to the right crowd at the right time ABM is a buzzword in marketing these days. However, marketing teams might be surprised to find that this is not a new concept to the Sales Teams they work with. Sales have always had their eyes on target accounts, unlike marketers who have typically aimed to talk to anyone who is willing to listen. That’s changing now that marketers have more data available to them and the...
In almost every conversation we are having with a major brand, the topic of privacy and the handling of private users’ data is discussed. Of course, GDPR was the main trigger for these discussions. But today, now that the initial shockwaves have subsided a bit, it’s a good time to take a deeper look into the issue. The purpose of this post is to explore how some corporations are adapting to this new environment where personal data is protected by...
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