Resources

B2B sales has always paid attention to important accounts. A useful account-based marketing approach is different not because it has a target list, but because it connects customer understanding, coordinated… 

CTAs, KPIs, Tracking & Attribution in B2B Introduction There is a famous speech in the 1992 film ‘Glengarry Glen Ross’ (warning: expletives!) given by Alec Baldwin, which reflects the ‘Hero’… 

A pipeline stage is an internal description. A buying decision is something the customer needs to resolve. Teams get into difficulty when they assume those are the same thing. A… 

Introduction Arguably the hardest part of B2B marketing is understanding the audience you serve. While, in FMCG (fast-moving consumer goods) marketing, companies will differentiate target customers using demographic, psychographic (behavioural… 

Account-based marketing does not remove the need for a strong brand. It increases the importance of a consistent explanation of why the business is relevant. A bespoke programme cannot indefinitely… 

As B2B markets continue to see major disruption from global competition, new market entrants, new technologies, shifting supply chains and price erosion, the job of the B2B marketing professional is… 

Introduction Most teams agree alignment matters. The difficulty is turning agreement into specific decisions and daily working practices. Account-based growth provides a useful focus: shared accounts, buying groups and objectives.… 

Introduction As we emerge, blinking in the light, from several weeks of enforced lockdown in our homes, we are already seeing a number of claims for how the ‘new normal’… 

Digital marketing should help the right organisations understand your value and make a confident decision. Prioritise coherence, not the longest channel list. 1. Make the offer understandable Say who it…