Posted by BBN Central on 23rd Apr 2024
Quality Over Quantity: A Strategic Content Investment
Welcome to the fourth instalment in our series of seven articles, each dedicated to exploring smart investment strategies for fearless
READ MOREThe Hidden Value of Account Based Marketing
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 Mexico on 4th Sep 2018
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Posted by BBN Central on 12th Apr 2024
The Brave New World of B2B Influencers
Welcome to the third instalment, focusing on smart investment strategies for fearless marketers aiming to win market share in the
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Posted by BBN Central on 5th Apr 2024
From Insights to Action: Navigating Data-Driven Marketing
In B2B marketing, the compass that points businesses towards success is increasingly data-driven. Here at BBN, we've been keenly observing
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Posted by BBN Central on 29th Mar 2024
Video AI Sora: A Revolution for B2B Marketing Too?
Since the introduction of Sora, OpenAI's text-to-video model, the worlds of AI and marketing have been abuzz. It's being called
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