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The Unfinished Business of Marketing-Sales Alignment
A little over six years ago, I published a blog post that discussed the need for a more collaborative relationship between marketing and sales. Since 2010, I've written about various aspects of...
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Why Marketers Shouldn't Go All In on In-Market Buyers
Some providers of B2B predictive analytics solutions are describing the benefits of their technologies in rather effusive ways. Consider, for example, the following language in a content resource from...
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Creating Content that Cultivates Consensus
It's now widely understood that most B2B purchases are made by groups of people. According to CEB, the average B2B buying group now includes 5.4 individuals. SiriusDecisions says that B2B buying groups...
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If a Prospect Fits, You Must Not Quit
The most critical component of a successful account-based marketing program is focusing your marketing and sales efforts on the right target accounts. Working with the right accounts isn't the only...
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The Most Effective Personalization is Invisible
Delivering outstanding experiences to existing and potential customers has become the prime strategic objective for most B2B and B2C marketers. In the 2016 Digital Trends Quarterly Intelligence...
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Solving the Real-World Challenges of ABM
A few years ago, the noted behavioral economist and best-selling author Dan Ariely described big data in a rather memorable way. He said, "Big data is like teenage sex: Â everyone talks about it, nobody...
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The Key to Managing Customer Experience Success
Over the past few years, it's become abundantly clear that delivering outstanding experiences to existing and potential customers is critical for competitive success. There's a widespread recognition...
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Marketers Believe They are Closing the Technology Gap
U.S. marketers are increasing their spending on marketing technologies, most say they have adopted best-of-breed solutions (as opposed to all-in-one technology suites from a single vendor), and most...
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Where Is Marketing Spending Headed in 2017?
By this point, most B2B marketers are well into their planning for 2017, and it appears that many marketers will have healthy marketing budgets in the coming year. Several research studies have found...
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Our Most Popular Posts - 2016 Edition
This will be my last post of 2016, and I want to thank everyone who has spent some of his or her valuable time reading this blog. My goal for this blog has always been to provide content that readers...
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Why It's Time to Reset Expectations for Content Marketing
Mark Ritson, a marketing professor at the Melbourne Business School in Australia, recently published a column at Marketing Week titled "Is content marketing a load of bollocks?" As you might expect,...
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The Economics of ABM Account Selection
From all indications, account-based marketing is quickly becoming a core marketing strategy for many B2B companies. The growing popularity of ABM is largely the result of a widespread perception that...
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The Promise and Peril of Personalization at Scale
Marketers in virtually all kinds of companies are now intensely focused on improving the quality of the customer experiences their companies provide. Most marketers believe that the ability to...
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The Operational Challenges That Come With ABM
The interest in account-based marketing has been growing dramatically for the past few years, largely because many B2B marketers believe that ABM will outperform other approaches to marketing. Not...
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Research Confirms that Customer Experience Drives Financial Performance
It's no secret that B2B marketers have become intensely focused on improving the quality of the experiences they provide to existing and potential customers. In the B2B Digital Trends 2016-2017 report...
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What You Need to Know About Target Accounts for ABM Success
One of the fundamental characteristics of account-based marketing is the use of marketing messages and content that are tailored for specific target accounts. When company leaders adopt an ABM...
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How Small and Mid-Size Companies Will Practice Marketing in 2017
Target Marketing magazine recently published the findings of its annual "Media Usage Survey," which was designed to identify marketing spending plans for 2017. The survey was conducted in December 2016...
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Does Account-Based Marketing Make Buyer Personas Unnecessary?
Last week, Jason Stewart, the Vice President for Strategic Content at Annuitas, published a great article at LinkedIn titled "What the C-Suite Needs to Know About Account-Based Marketing."In this...
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Solving the "Dry Well" Challenge of Content Marketing
Consistently producing content that connects with potential buyers remains one of the greatest challenges facing B2B marketers. The need to make content relevant for individual buyers at every stage of...
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ABM Success Requires "Unnatural" Teamwork
One of the most formidable challenges related to account-based marketing is the need to build and sustain a high level of teamwork among business functions that have historically operated more or less...
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