Posted by BBN Central on 23rd Jun 2022
BBN continues to grow its roster of global B2B marketing agencies
Two new partners in the U.S. help round out growing technical marketing offerings to help businesses reach customers smarter and
READ MOREPosted 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 Mexico on 4th Sep 2018
Marketing Technology (MarTech) is any technology that enables marketers to be more efficient or effective in reaching their audiences. And who wouldn’t want that?!
1 email a month, EXCLUSIVE stories, and 10 minutes of your time.
Subscribe nowPosted by BBN Central on 23rd Jun 2022
Two new partners in the U.S. help round out growing technical marketing offerings to help businesses reach customers smarter and
READ MOREPosted by BBN Central on 22nd Jun 2022
Ville Murtojärvi, Head of digital marketing & creative content at ID Luxus (BBN Finland), shares how their agency is lucky
READ MOREPosted by BBN Central on 8th Jun 2022
Growing demand for B2B marketing services in developing economies is driving agency growth in the region BBN, the world’s B2B
READ MOREPosted by BBN Central on 27th May 2022
David Jordan, President of Bader Rutter, shares some of his thoughts on how important emotion is in B2B Marketing and
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