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Author: Beth Pearson

  1. Three foundation insights for any ABM strategy

    By Beth Pearson -

    Take a look at your customer base and, if you’re a B2B company, you’ll find that it probably follows the 80:20 rule where the majority of sales (often around 80%) come from a small proportion of customers (that’s the 20%).

    That being the case, it makes sense to focus your resources on these high value customers as that will give you more bang for your buck.  That’s the principle underpinning Account Based Marketing (ABM), an approach where a separate marketing plan is created for each high value (or high potential) account.

    If you’re planning to adopt an ABM approach though, it’s essential that your strategy is based on thorough research.  Otherwise, you’ll simply be mass marketing to a smaller group.  Here’s the three insights which should form the foundation of any ABM strategy.

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  2. 3 tips when deploying a B2B Marketing Automation platform

    By Beth Pearson -

    There are five key ingredients for B2B marketing success (see the full blog post here):

    1. Have a clear strategic vision
    2. Carefully craft a detailed plan of attack
    3. Keep messaging clear and consistent, and support it with high-quality content
    4. Invest considerable time and effort into sales and marketing alignment
    5. Put the right human and physical infrastructure in place.

    Central to that latter point is the adoption of marketing technology, especially automation. The case for marketing automation (MA) is persuasive, and the B2B Marketing Automation Sophistication Index produced by Circle Research and B2B Marketing reveals it has reached a tipping point. When we measured adoption in 2015, the minority (43%) of B2B marketers had put an MA system in place. In 2017 the majority (56%) of the 126 B2B marketers surveyed had taken the plunge.  Automation is now becoming the norm.

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  3. Branding terminology and jargon explained

    By Beth Pearson -

    Jargon abounds in the discipline of branding, and the plethora of terms in use coupled with the sometimes nuanced differences between them can have undesirable side effects.  Sometimes the jargon undermines the user, making them seem pretentious or detached from the hard-nosed world of commerce.  And other times conversations will become increasingly confused as terms are used interchangeably or different meanings attached to the same words by different people. Continue reading

  4. The benefits of a strong brand in B2B markets

    By Beth Pearson -

    Some don’t think that branding matters in B2B markets.  They say that B2B decision makers are logical beings immune to any such irrational influences.  And anyway, it’s all just fluffy marketing crap and a brand is really just a logo isn’t it?

    B2B marketers disagree.  In fact, our surveys have found that 77% of B2B marketing leaders believe that branding is critical to growth. Continue reading