There is a debate in some B2B circles about the value of personas. So, are they useful in complex sales?
It depends.
(And I apologize for giving the ultimate consulting firm answer here)
So today’s post has nothing to do with the Oscars, a woman trying to do her taxes, or the multiverse, but it has everything to do with ABM. Actually, it has to do with everything about how a really smart …
Great content is a fundamental part of any B2B marketing plan. Creating content is a make-or-break component, but it’s not the whole story. Getting that content in front of your target audience is as essential. Many marketers fall short on …
The atomic unit of ABM and B2B Marketing is the target account. The sub-atomic unit is the Buyer Collective, the group of stakeholders at a prospective account involved in the buying process.
The Buyer Collective includes a champion who often …
Over the last two years, Kelly McDermott, Chief Marketing Officer of Caregility, has guided this leading virtual care firm through the ABM journey. They have transformed the way they market to a full-scale ABM model.
I interviewed Kelly …
Buyer Journeys are the foundation of a customer-centric approach to marketing. They are hard to do well.
We have seen many companies struggle to get beyond personas. Others create buyer journeys that follow the complete buying cycle, but they lack …
Last week, we described a low-cost model for ABM, a way to get started with ABM without having to invest zillions of dollars on ABM platforms and additional capabilities. In this week’s post, we look at the other end of …
In prior posts, we reviewed why you should consider an ABM platform and what to look for. This is a big investment in money and time. In this post, we will review how you can get started with ABM …
Over that last year or so we have published a ton of articles on ABM we hope you find helpful. We have categorized them by topic as a kinda “Greatest Hits” digest.