What’s the deal with account based marketing (ABM)?
There are multiple articles on how to implement ABM and why it’s the “next big thing” in the B2B industry. And yet, many companies are slow to adopt the strategy. Specifically, 92% of companies acknowledge ABM’s value, but only 20% have had full programs in place for more than a year (source: SiriusDecisions).
We didn’t always understand the hype around ABM. But trust us, it’s worth the effort. Continue reading →
No two customers are exactly alike, so why are marketers still sending generic email blasts to their entire database? In order to make your sales and marketing efforts more efficient, segmenting your contact database is a must. People want solutions that align perfectly with their exact needs, but even if you can’t differentiate your product according to different markets, you can still differentiate your messaging. While it might be tempting to reach as many people as possible and just send one email blast to all of your contacts, targeted email campaigns yield approximately 13.46% more opens and 53.05% more click-throughs (source: MailChimp). Continue reading →
In today’s marketplace it is vital to understand your competitors and your company’s positioning. With this information B2B marketers can make informed decisions about marketing strategy, such as who to target and how to determine the best approach. All of this must align in order for your company to differentiate itself from the competition. It is essential to understand your brand, so what is the best approach? Continue reading →
Determining how to structure your marketing strategy is a complicated task. You’re expected to stay within a determined budget and come up with viable, affordable opportunities to bring in qualified leads. These steps will help you to strategize efficiently and reach most likely buyers:
Sales and marketing are inherently connected. The sales team relies on content and lead generation from marketing and the marketing team needs sales people to carry out marketing strategies. They both share the same overall goal: to increase revenue for the company. The challenge is to align the sales and marketing departments so that they can efficiently work towards that goal.
List segmentation is the process of creating smaller lists from your larger list. Slicing and dicing your email list into different subgroups allows you to send targeted messages to different contacts, improving open rate, click-through rate (CTR), and conversion rate. It’s the key to email marketing success in organizations of all sizes.
With the proper strategy in place, email marketing campaigns can have a positive impact on the bottom line of an organization. According to the 2013 MarketingSherpa Email Marketing Benchmark Report, 64% of marketers said email marketing’s return on investment (ROI) will increase and 60% said that email marketing is currently producing ROI. In fact, email marketers estimate that 30% of email revenue derives from targeting to specific segments (source: DMA National Email Report 2013).