How Useful are Personas For Complex Sales?
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)
Problems with Personas in B2B Complex Sales
…Everything ABM Everywhere All At Once (an interview with Terminus CMO, Natalie Cunningham)
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 …
11 Content Marketing Idea Slideshow
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 …
What It Will Take for Digital Health Adoption To Happen, Dr Nick Patel, Digital Health Transformation Health Expert
Dr. Nick Patel is a highly accomplished physician, healthcare executive, and a well-known expert on digital transformation. In 2021 and 2022, he was recognized by Beckers Hospital Review as one of the 50 innovative chief digital officers to know.
What Flavor is Your Buyer Collective?
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 …
An ABM Journey – Kelly McDermott, CMO of Caregility
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 …
How To Create a Buyer Journey – Slideshare
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 …
What Does a Fully Scaled ABM Engine Look Like?
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 …
The Low-Cost ABM Tech Stack
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 …
13 ABM Articles – Our Greatest Hits
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.