Posted by BBN Central on 17th Mar 2023
The Courageous CMO: Prioritises brand building
It's more important than ever to be remembered. In our fourth of a nine-part series of blog posts celebrating the
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?!
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Subscribe nowPosted by BBN Central on 17th Mar 2023
It's more important than ever to be remembered. In our fourth of a nine-part series of blog posts celebrating the
READ MOREPosted by BBN Central on 13th Mar 2023
With marketing budgets slashed in a post-pandemic world, focused marketing efforts like ABM rule the day. Organisations often jump on
READ MOREPosted by BBN Central on 3rd Mar 2023
An inspiration to any CMO, Aina Lemoen Lunde, Executive Vice President Group Brand at DNB, is investing heavily in data-driven
READ MOREPosted by BBN Central on 21st Feb 2023
We are pleased to announce our recent expansion by adding a new agency partner with offices in the US, Middle
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