Posted by BBN Central on 28th Sep 2023
BBN adds new Iberian agency to its partnership
The addition of communications consultancy solidifies BBN's presence in the Iberian Market. We announce this week that BBN has addedREAD MORE
Posted by BBN Mexico on 4th Sep 2018
As Marketing Automation becomes best practice within B2B organisations as an effective and efficient way to amplify leads and nurture existing relationships, more attention is being paid to Account Based Marketing (ABM), an in-depth strategic plan to identify and target a relatively small number of key accounts with personalised messages aimed at expanding and nurturing relationships within those organisations. In other words, ABM complements Marketing Automation by digging deep and “manually” into a very specific universe of identified accounts.
Much has been written about what ABM is and how to execute. In fact, at BBN we have a whole e-book on the subject.
Therefore, in this piece I would like to discuss the “hidden value” of ABM. Based on our experience, an ABM strategy offers organisations a unique opportunity to foster the integration of their sales and marketing departments.
There are many reasons for this: firstly, ABM is by definition a collaborative strategy. It requires sales and marketing to work together not only in identifying the accounts but also in defining and executing the tactic mix (i.e. sales executing a specific one-to-one email and marketing developing a customized business case for each client). Secondly, in the process of developing an ABM strategy both teams will share their goals and challenges and in doing so, they give each other the opportunity to build empathy. Lastly, by ABM being a granular strategy it requires a level of detail that is seldom shared in their day-to-day interactions.
In other words, by ABM requiring integration by design, it offers organisations a unique opportunity to develop capabilities that can transcend to other sales and marketing practices, contribute to competitive advantage and maximise value creation potential.
Posted by BBN Central on 24th Sep 2023
Sales and marketing noise surrounds us. Daily, we scroll through countless pieces of content, and every click or swipe presentsREAD MORE
Posted by BBN Central on 19th Sep 2023
The addition of specialist B2B agencies in South America strengthens BBN’s global footprint to further address the marketing needs ofREAD MORE
Posted by BBN Central on 15th Aug 2023
To end our series of posts on global marketing, we round up the key strategies to provide maximum impact onREAD MORE