I have been working on Account Based Marketing (ABM) for a few years now in B2B operation marketing, and I love the value that it brings to companies and to prospects. Instead of spending a lot of money to acquire new prospects that might not be qualified, now we spend money only on targeted accounts. The prospects’ online experience includes viewing only ads that matter for their business. ABM makes sense, from a scientific point of view. For the same campaign assets, would you rather (1) spend $1000 and be viewed by 2% of your top target (you basically wasted about $980 of budget), or (2) spend $1000 on 100% of your most valuable target prospect accounts. Scientifically speaking, option 2 will always bring a better return in your campaign performance. Continue reading “8 Questions to ask your team before starting your Account Based Marketing Journey”
Here is an informative blog survey that Drift, a company that helps marketers, collected. I have been on the side of the room where the sales team tells us how our leads are not converting and that is why clients are not pulling out their check books to write six-figure contracts right off the bat. This is a matter of displacing blame and responsibility. Marketing and sales teams have a responsibility to generate better quality leads together, and sales needs to remember that behind all leads are real people that have real challenges they seek solutions for.
Following up promptly with leads is critical to connecting with the right person at the right time! If the lead gets bounced from one department of the company to another, there are opportunities for gaps and disconnections that lead to client frustration – and no sale. More and more companies are integrating their inside sales teams into their marketing department to avoid this disconnect to create a seamless lead journey.
Most B2B marketers agree that it takes between eight and ten touchpoints to generate interest with a potential prospect. A touchpoint happens when the product or service comes into contact with the potential customer. It is the place where the customer sees, hears, or interacts with what the company has to offer.
As I mentioned in the past, customers today are well-informed and know how to navigate through all the “blah blah blah” delivered by some brands. They have heard hundreds of thousands of ads from the milk box to the high-end car. They know all the keywords that make them cautious of an advertisement. Words like: unique, better than the competition, authentic. Those can be true in the advertiser’s mind, but they are counterproductive when crafting your touchpoints. Continue reading “Generate Quality Touchpoints to Create Better Connections with Visitors”
In B2B, I often hear people talking about the relationship between marketing and sales. This is very disturbing, because the difference is most of the time presented in a type of conflict of resources and activity. When sales are down, sales teams speak negatively about marketing, and the opposite is true as well. Most of the discussions are attempts to dismiss responsibility.
To me, this is a “chicken or the egg” scenario. Both are necessary to any organization and both have an important responsibility to increase the company’s bottom line. However, in many organizations, top leaders can make the decision to cut marketing activity because it does not show direct, measurable revenue that can be attributed to marketing. Most of the time, sales teams are the final touch that closes the sale, except for B2C where e-commerce websites are usually managed by marketing. In the spirit of Socrates, “The only thing that I know is that I know nothing.” I think that it is fair to ask: what does marketing bring to the bottom line? Continue reading “5 Reasons to Stop the Feud Between Marketing and Sales”
Demand generation and lead generation are often used interchangeably to represent the idea that someone may be interested in buying the fabulous product you are selling.
As I am reading the Patterson Principles of Selling by Jeffrey Gitomer, I realize that these 2 things are different, and identifying what make them unique would allow each approach to generate better results individually.
My approach is always to try to do the best small task that I can and then move on to the next; for that, I identify small differences between concepts and apply a strategic approach accordingly. Continue reading “The Secret No One Tells You About: Demand and Lead Generation”