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Why A Double Funnel Strategy Is A Game-Changer For B2B Marketers

Ali Biggs HeadshotThe concept of a funnel is not foreign to seasoned marketers. For years, companies have touted different shapes of funnels, upside down funnels and even the death of the funnel. While the funnel view does not perfectly explain the complexities of the B2B buyer’s journey, it does provide a useful guide for creating a winning marketing strategy.

Sneak Peek: How RollWorks Crafted An ABM Hit With Personalized Ads, Direct Mail

RollWorks, a B2B growth platform and a division of AdRoll Group, struggled in the past to align numbers from its sales and marketing teams to ensure successful lead nurturing. In an upcoming webcast hosted by Demand Gen Report, Jessica Cross, Head of Account-Based Marketing at RollWorks, will discuss how the company used hyper-personalized advertisements and direct mail packages to target outbound accounts and boost conversion rates.

Demandbase Shares The Story Behind Its 'ABM Is A Team Sport' Campaign

Welcome to my new blog series, "Behind the Marketing," which is inspired by the classic VH1 series, "Behind the Music," but with a B2B marketing twist. Each month, I will spotlight a cool, eye-catching and thought-provoking campaign or project — and the marketers behind them.

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Why Account-Based Marketing Has Failed – And How We Can Fix It

headshot Dmiti LisitskiFor the last few years, account-based marketing (ABM) has been the go-to solution for B2B marketers who have access to programmatic advertising. It makes sense — ABM represents a targeted approach to digital advertising, and it follows the way in which business development managers typically sell their services. Sales representatives choose companies with which they hope to do business. They target that company and reach out to the stakeholders who have a role in purchase decisions. Following the sales team’s lead makes this a logical way to leverage digital advertising if you’re selling to other businesses.

The Reality Of ABM? It’s All About The Contacts

JohnHurleyThis story originally appeared on our sister publication, ABM In Action.

Smart practitioners know that, at its core, ABM is all about people. People still pick up phones, sign contracts and make decisions, so the ability to source high-quality contacts who can serve as decision makers and deal champions is key to a team’s success.

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