There was nothing easy about B2B tech marketing to begin with when things just got harder. With most tech events gone for the foreseeable future, many B2B teams have lost an important piece of go-to-market. What now? How to best target accounts that are ready – how do we do this now? How do we adapt to the current situation? Looking at the B2B marketing roadmap for the second half of 2020 with the decision to put Account-based Advertising in…
Is ABM as a Managed Service right for you?
- 5th June 2020
Last week we had a couple of in-depth conversations with the CMO of a very large technology company and discussed their challenges to generate inbound leads using Account Based Marketing approach. After the evaluation of their current situation, we were not at all surprised when he asked: “Do you know of ANY organization where ABM REALLY delivers?”
Why Accountinsight
- 1st June 2020
You could make enough confetti for a summer of weddings with all the papers that show how much B2B companies could gain from Account Based Advertising ( ABA ). Indeed, with over 70% of the buying journey both digital and anonymous, traditional marketing channels show limitations into how deeply they can engage large organizations. If you are ready to move from the WHY to the HOW, then follow reading as this is one journey you can not afford to miss……
Is B2B Brand safety the unsung hero of Display Advertising?
- 17th May 2020
Cheaply designed display solutions cause more harm than good to B2B brands. As much as the approach to safe contextual placement runs with a zero-tolerance attitude, we must remember that there’s a lot to consider when choosing a platform that’s right for your business: there are core outputs, data integrations, and the reporting suite. However, for more advanced marketers and media agencies, the basics simply aren’t enough when the building of a brand is at stake: the answer is simple:…
Should B2B companies fear a cookie apocalypse?
- 15th May 2020
There are big changes within the Ad Tech industry. As big expectations around Account-Based Marketing platforms do not match reality; B2B companies wonder how to embrace the monumental shift which makes cookie-less targeting look so yesterday. Account-Based Advertising on IP targeting is emerging as the only long-term solution that does not rely on shrinking cookie pools, probabilistic device-to-company allocations, and that can run outside the walled gardens of Linkedin and Google. The backdrop to all the changes is not only…
Why are B2B agencies offering Account Based Advertising?
- 13th May 2020
Traditional B2B marketing is broken. The result? Lost leads and long sales cycles that hinder business development. As such, smart B2B agencies are looking at Account-Based Advertising Solutions with a view to adding another string to their bow. Digital is the new norm but GDPR and ever-changing cookie laws are making it impossible to target individuals. Events are off the table for a while just as the need to build trust is higher than ever. On the flip side, content…
Why is Account Based Advertising essential to winning the big deals?
- 1st May 2020
Average buying center size in companies with 1.000+ employees consists of over 30 employees . On such a scenario, how should Sales and Marketing work together to close the big deals? How do you make sure you score 20/20 on Awareness, Confidence and Trust? Not only the size of the buying group is significantly more complex. If your size deal is very high, making your customer feel safe will be a critical factor in your selling cycle. As identified by Gallup “a…
Why successful B2B companies invest on share of voice (SOV)
- 20th April 2020
Have you ever tried to close a sale on an existing customer, only to hear the disappointing news that they chose to go elsewhere? In B2B, you need to ensure your share of voice (SOV) is above your Share of Market ( SOV) to keep sustainable growth. The Share of Voice rule has been in place for over 50 years in B2C. It is about time B2B companies start paying attention to general marketing principles that apply in their field…
Why Account-Based Advertising Really Works
- 8th April 2020
The Essential Read for All Companies Embracing Account Based Advertising and Programmatic B2B. All you need to know about the value of branding in B2B in a concise report: “The 5 principles of growth in B2B – Empirical Observations on B2B Effectiveness”