When Account Based Marketing (ABM) first hit the B2B marketing sector, it was seen very much as the next big thing. Unlike many other trends, this one did seem to be here to stay. Unbelievably, the terminology first came to life back in 2004 and it was more a case of putting a name to … Continue reading “Where next for ABM? It’s time to deliver “Agile ABM””
If you’re targeting global manufacturers as a technology vendor, there are many challenges they can have that provide important clues to influence your positioning when proposing a solution or approaching target accounts. We can’t explore them all and we could go into much more depth on each of them, but there are 3 simple steps … Continue reading “3 simple steps we take in any RFP or ABM situation (however complex)”
ABM is attracting everyone [good and bad], as a result it risks losing its value and is fast becoming diluted. It’s being relentlessly badly marketed by agencies and consultants alike; either used as a tag to sell things that aren’t ABM or over-complicated by the introduction of unnecessary levels. At this rate, even though many … Continue reading “Programmatic ABM & ABM Lite. Are they really ABM?”
We’ve stepped beyond delivering ABM, because most of it has become about delivering programmatic generic marketing. Instead we’ve focused on genuine one-to-one C-level strategic alignment between major accounts and our clients’ sales leads. In doing so, we’ve identified 5 critical scenarios that are impacting a sales leads ability to retain or grow business with a … Continue reading “Five common scenarios facing sales leads in key accounts. And where Account Based Strategy can help best.”
As ABM is adopted as a winning tactic by many in 2016, signs are already indicating that for the majority it won’t deliver the ROI originally expected. Before taking the decision to initiate or continue a ABM program, here’s why the majority are failing: Supplier selection – nearly all marketing agencies now say they deliver … Continue reading “Over 75% fail to get ROI from ABM – Why?”
In a world of intense competition, we must examine new behaviours and responsiveness to survive, thrive, drive brand and strategy, and above all, drive sales and profit. Key approaches in extreme environments will include: new focus on competitive positioning so you stand out; extreme ecosystem evolution requiring much better embedding of M&A value to sharpen your innovation; extreme … Continue reading “Bear Necessities: 4 strategies for extreme business environments”
