When I took an ABM course myself, I noticed that it was mostly about stakeholder management. When rolling out an ABM plan that creates impact, two things stood out to me: Bringing stakeholders together is of great importance and you can achieve this better if you take a turnover target as your starting point. Start small and test your […] Read more
We all know how it feels when you’re working on your marketing plans and your sales colleague is asking you for help on something else at the same time: “Can you help me? Preferably now? Right away?” I recently spoke to Karin Schaff Glazier, a seasoned ABM professional. She worked at ServiceNow Elite Partner Crossfuze for 17 […] Read more
Most B2B marketing teams are working on a content marketing strategy; it is however becoming increasingly difficult to stand out from your competitors. Good content is no longer enough. If you want to compete online, you must create content that not only stands out, but also captivates and engages the user on a higher level. […] Read more
Recently, Forrester Research published a report called ‘Winning The New B2B Buyer’ pointing out critical changes in the B2B buying process. B2B buyers expect to be treated as equal partners through experiences that are open, connected, intuitive and immediate. Let’s take a deeper dive into this first topic: open access to information. Leading analysts have been exploring this […] Read more
The rollout of an account-based marketing programme requires a coordinated and personalized approach from Marketing, Sales and other commercial teams. That’s why we often work with a playbook for ABM. In this article we will discuss what it is, what the benefits are and what the important parts of an ABM playbook are. What is […] Read more
Personalized content experiences and increasing conversion rates Needle sharp focus on the right accounts to target and address, is the key for a successful account-based marketing strategy. Marije Gould, VP Demand Generation and Field Marketing at Unit4 explains their journey in rolling out true account-based marketing, ABM at scale. Unit4 sells ERP, Financial Planning and […] Read more
In this blog, we examine the ABM functionalities of 6 marketing automation platforms (MAP). M […] Read more
With a pandemic around us, we see everything shifting. Sectors, like health and medical research, which have become more valuable. While other sectors are slowly disappearing, think of the catering and travel sector. And, what does COVID-19 mean for business services? How are we going to adapt to the “new normal”? And what exactly is this “new normal”? […] Read more
Influencing a business buyer is not easy. Research by Gartner shows that the B2B buying process continues to change drastically. Moreover, it turns out that the difficulty is not so much in sales, but more in the challenge for a buyer to buy something. This is due to the complexity of the decision-makers (DMU). And […] Read more
Are you already working on your customer journey and customer experience? To be honest…you should be. To stay competitive, we must continuously respond to the needs of the customer, also in B2B. But how does it work? Definitions and explanation of the customer journey What is customer journey mapping in B2B? What is the definition […] Read more
