Author: ai7pz
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In an earlier post, I explained why most companies should look first to existing customers when selecting ABM accounts. There are two main reasons for giving priority to existing customers. First, many B2B companies have a small group of customers that produce a large percentage of total revenue and are therefore critical to the company’s…
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The business case for marketing-sales alignment has never been more compelling. According to the Aberdeen Group, companies with strong alignment grow revenue at a 64% greater rate than less aligned companies. The relationship between marketing and sales is improving, but it’s clear that more work is needed. Research shows that building a productive relationship between…
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Account-based marketing is often described as an effective way to acquire new customers. And that description is accurate. But ABM is also a powerful tool for growing relationships with existing customers you can’t afford to lose. One reason for the growing popularity of account-based marketing is the widely-held belief that it can dramatically improve the…
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With the fourth quarter of 2017 now underway, many B2B companies have already started their planning for 2018. Over the next several weeks, senior company leaders will be evaluating how their business is currently performing and setting goals for the coming year. Some of those goals will inevitably relate to revenue growth, and one thing…
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Last week, the Content Marketing Institute and MarketingProfs published the first report relating to their latest annual content marketing survey. B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends – North America is based on the responses of 870 survey participants who said their company primarily sells B2B products or services. These respondents represented a wide…
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SiriusDecisions recently published the results of its 2017 Sales Enablement Study. The 2017 research was based on a survey of 250 B2B sales enablement professionals representing 45 industries. This study was somewhat skewed toward larger B2B enterprises, with 43% of the survey respondents coming from organizations with more than $750 million in annual revenue Sales…
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Credibility is the single most important attribute of great marketing content. Effective content must also be relevant and valuable, but if potential buyers don’t see your content as credible, they won’t give you credit for relevance or value. Here are two ways to increase the credibility of your content. Several recent research studies have contained…