Executing Account-Based Marketing Plays: Four Steps To Success

Taking an account-based approach to customer acquisition isn’t simply a marketing initiative —it’s a business strategy that crosses multiple teams and tactics. To put it simply, the more developed your account-based strategy is, the more involved other teams in the organization become. This allows you to deploy more robust sales and marketing plays across a wider set of channels to drive higher engagement, lock in new meetings, increase deal velocity and expand or retain accounts.

Why Are B2B Companies Moving Inside Sales To The Marketing Department?

Matt GingerichData is radically changing the role of the inside sales rep, especially in B2B companies.  The influx of data is driving inside sales to function as a key point of alignment with, if not an extension of, the marketing team at some companies. This poses a provocative question: if the lines between marketing and inside sales are blurring, who’s the real boss when it comes to inside sales, the CMO or the CRO/Head of Sales?

Measurement And Revenue Optimization Has Officially Arrived, As Dedicated Gathering Launches In San Fran

Next week, I’ll be heading to one of the first conferences for B2B marketers to focus exclusively on measurement and revenue optimization. Circulate 2017, taking place Sept. 14-15at the W San Francisco, will bring together thought leaders and practitioners from different roles — all with the common interest in measuring and optimizing marketing and sales performance.

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Advanced Attribution Models Emerge For B2B Marketers

Marketing attribution models and tools are emerging that enable B2B marketers to tie sales to specific marketing campaigns and initiatives that contributed to revenue, experts note. And while most companies are not there yet due to the complexity of full-funnel attribution, those who are doing so are seeing a significant payoff.

Mind The Gap: 5 Ways To Avoid A Lead Handoff Disaster

Andrew Davies idioSales and marketing alignment remains a hot topic. For many B2B CEOs, it will likely rank among their top concerns for the year.

An Aberdeen Group study noted that highly aligned organizations achieved an average of 32% year-over-year revenue growth, while their less aligned competitors saw a 7% decrease in revenue. And few sales and marketing organizations are aligned. According Forrester, just 8% of companies say they have tight alignment between sales and marketing.

Minding The Don’ts Of Automation: 6 Faster, More Expensive Ways to Waste Marketing & Sales Investments

By Dan McDade, President and CEO, PointClear LLC 

Dan_Mcdade_150wA marketing and sales highlight, this year is the well-documented gain in closed deals that BtoB companies have achieved with best-practice lead generation processes. But we still see companies struggling with average and laggard processes that prevent them from reaching revenue targets.

With a goal of focusing awareness on critical areas where improvements can and should be made, here is a tongue-in-cheek review of six faster, more expensive ways to waste marketing and sales dollars.

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