Marketing agencies have many tools to help their clients – brand awareness, reputation management, market research into competitors and customers, and precision targeting of messaging through multiple channels, just to name some of the core practices. What informs and determines all of these efforts is data – the information collected during the course of doing business. Let’s look at how …
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 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 …
