Few words can inspire as much trepidation as “it’s time for annual planning!” Visions of late nights trying to pull the previous year’s expense data, anticipating what marketing resources you’ll need to execute your strategies, and then putting it all together in a compelling package to sell to your leadership team – it’s enough to put even the most seasoned B2b marketing professional into a tailspin.
If you’ve been reading marketing blogs, listening to marketing podcasts or attending marketing conferences over the last few years, ABM, or account-based marketing, isn’t a new term to you. In fact, you may be employing this strategy in your organization right now, and for that we commend you. Read on for the definition of ABM and five tips for implementing this B2B marketing strategy.
Summer: soaring temperatures, summer vacations, slower pace. Yes, there is much to love about this time of year. As a B2B marketing professional, you may be tempted to ease up on marketing activities – everyone is out of the office, right? While there is some data to support that online search traffic tends to decline in the summer months , experienced marketers know this is often the calm before the
Each year more than 30,000 new products are launched and 80% of them fail, according to Harvard Business School professor Clayton Christensen. It’s an understatement to say that competition – in nearly every market – is fierce. Whether you’re launching a new product, trying to capture market share or simply trying to maintain your market leading position, growth matters. Companies that don’t adapt their solutions and focus on growing don’t
Marketing is sometimes explained as “part art, part science.” When you have the gut feeling that your marketing efforts aren’t working, is that the art part? Then the science part must come into play when the numbers aren’t stacking up, right? Human nature certainly comes into play when assessing the success of your B2B marketing program. If you are accountable for the marketing results in your organization, it’s natural to
It’s been many intensive months since your great product concept first emerged. Hundreds, maybe thousands of hours have been invested in shepherding an innovative concept to a ready-for-market product or service. Scrambling to meet the launch date, teams from across your organization are doing whatever it takes and you have to admit you’re pretty proud. The big day comes – your product is live, the concept has become reality, and
If your company has aggressive growth goals, you may find yourself challenged with how to quickly and cost effectively ramp up marketing efforts to fuel your anticipated growth. It’s a common struggle for B2B companies, especially those who are in growth mode, or who are looking to incorporate growth marketing strategies into their current marketing mix.
Having spent many years collectively in marketing roles and working with Sales (our favorite department!), we have compiled a list of key considerations that will help drive a healthy lead funnel for your organization. Time for a gut check! Knowing who your ideal leads are is an important step to crafting your message and establishing key data points to collect and analyze against your marketing programs.
There’s a major factor that can make or break your company, and that’s whether or not you have a strong brand identity. This doesn’t just mean having a professionally-crafted logo and a signature color palette, although these elements are important. The brand identity of a successful company relies on a singular vision for the future direction of the organization. It means having a clear, honest grasp on who the client is and what
In a previous blog post, we focused on the Anatomy of a Good Lead – the characteristics of a lead that make it valuable to sales and marketing for additional nurturing and sales follow up. But how do we determine the value of these characteristics? With marketing automation advancements, lead scoring has become an essential piece to grading the readiness of your leads, ensuring proper hand-off at the right time
It’s that time of year. The leaves are falling, football is in full swing, and… it’s budget planning season. Over the years, many clients have enlisted us to help them with the strategic planning and marketing budget process. We love this season! Strategic planning and budgeting is like a puzzle – one must collect all the pieces and put them together in a way that perfectly fits.
Remember the concept that it takes about 21 days to form a habit? While that number has proven to be a myth (and scientists are trying to determine a true number!), the point is that habits are formed from consistency. Forming good habits through consistency applies not only in your personal life, but in your professional life as well. In fact, according to McKinsey & Company, “the 3 Cs of
Relationships are complicated. It requires hard work, support, dedication, an open mind and a commitment to make the partnership mutually beneficial. No, we’re not talking about the relationship with your spouse or significant other. We’re talking about Marketing’s relationship with Sales – which has become notorious for being difficult and contentious.
Companies who exceed lead and revenue goals were 2.4X as likely to use buyer personas for demand generation than those who missed lead and revenue goals. How well do your sales and marketing teams understand buyer pains? We mean REALLY understand them? If getting prospects to move through your sales funnel is a struggle, chances are that somewhere along the line you may
“There are too many leads in our sales pipeline,” said no one ever. When it comes to growing revenue, the job is never done. In addition to revenue growth, you are likely also managing sales support, events, social media, digital marketing, public relations, product launches and at least a couple other “top priority” initiatives. As B2B marketing professionals, we are a very busy bunch with a lot of stakeholders relying