Historically, B2B sales and marketing strategy has been based on the funnel model: awareness constitutes the wide end of the funnel, gradually narrowing down to consideration, then intent, then, finally, conversion (a sale). However, the digital age has seen the increased adoption of account-based marketing (ABM), an approach in which sales and marketing teams work together to identify and target …
By Scott Dieckgraefe, Founder and President of Studio/D Marketing Communications Public relations programs have long played an integral role in corporate marketing, but with the upswing of account based marketing (ABM) programs, particularly among B2B marketers, some now question where PR fits into their marketing plans. ABM programs concentrate sales and marketing resources on a number of pre-identified high-opportunity prospects. …
By Tom Taylor, Account Advocate at Studio/D Account based marketing (ABM) efforts enable proactive B2B marketers to secure more attractive business by being more visible and relevant to select key prospects. So, what is ABM and how can marketers use it to win profitable business? Let’s start with a simple question: Do you feel your sales efforts would improve if …
