Which channels do you naturally think about when you’re crafting your Account Based Marketing strategy? Do you focus only on channels that can deliver personal messages on a one-to-one basis? Or do you broaden your palette to include the fast-growing opportunities of Account Based Advertising (ABA)?
Late last year, I wrote an article on Econsultancy looking at whether Inbound Marketing and Account Based Marketing were diverging marketing strategies. For most companies they are actually best of friends and we believe that it is even possible to repurpose the work you have done implementing Inbound Marketing to accelerate your Account Based Marketing programmes.
We have written a whitepaper detailing our experiences doing just that.
Organising for growth is an evergreen topic in business discussions. Scarcely a day goes by without some reference to how best to make growth possible, or to increase the pace of expansion with businesses we speak to.
It must have been a challenging week this week for bosses at the big social media companies. As The Economist were preparing their cover story, ‘How to tame the tech titans‘, the US Senate Committee on Commerce, Science and Transportation convened a hearing titled “Terrorism and Social Media: #IsBigTechDoingEnough?” to “…examine the steps social media platforms are taking to combat the spread of extremist propaganda over the Internet.”
The BBC asked Radiate B2B co-founder Mike Weston to join the BBC Business Briefing and discuss the impact on social media in the future. If you’re in the UK, you can view the interview over the next four weeks on BBC iPlayer here.
In 2017 we launched the London chapter of FlipMyFunnel at the offices of Radiate B2B. As the year progressed, we had some fascinating people join us to talk about their ABM journeys, share war stories and trade advice.
Now, with 2018 firmly underway, we’ve already seen a huge upsurge of interest in adopting Account Based Marketing strategies as marketers get their new year agenda underway. In particular we’ve seen a lot of activity around questions of measurement.
2017 saw the rise of the chatbots but January has only just begun and with Facebook shuttering its M chatbot project, we are seeing the first mutterings of their fall. Are they really doomed to fail?
In the week before the second meetup of the London FlipMyFunnel circle, Sheryl Sandberg (Facebook’s COO) took the stage at the DMEXCO conference in Cologne, to tell the gathered AdTech industry audience:
“The marketing funnel itself is collapsing. It used to take time to go from research to discovery to awareness all the way to a purchase. But now you have digital and mobile that is happening faster than ever, and that is for the largest brands to the small corner shop to non-profits… The way you work on your brand and the way you communicate who you are has never been more important.”
This comment (which, unsurprisingly, suggests Facebook to be the answer to the problem) was very timely for September’s meetup. The theme for September was around reach and personal brand, so this news story – and the excellent article Mark Ritson contributed to Marketing Week (Spreadsheet Jockeys are misunderstanding the marketing funnel) – were perfectly timed to spark an interesting discussion.
In the B2B world, aligning sales and marketing has been a challenge going back decades. If you believe the stereotype, it’s because marketing is the colouring-in department and sales are know-it-alls who don’t listen. Regardless, the underlying problem is that too many companies build marketing and sales in silos, while the top performing companies have them working closely together.
The rise of B2B marketing automation has required the two groups to work closely together with mixed success. The increasing adoption has also meant the ability to stand out from your competition by using MA techniques is diminishing. However, the increasing efficiencies being brought to account-based marketing (ABM) strategies is allowing B2B marketers to cut through the noise and stand out.
Continue reading here on B2B Marketing Magazine.