Building a Strategic Marketing Plan: Market Segmentation + Identifying a Target Market

|

article image
In the process of developing a Strategic Marketing Plan, the subsequent step which follows the identification of strategic business objectives for your brand is market segmentation and identifying your target market...

Spotlight

B2B Content Agency

Founded by an award-winning B2B CMO, we develop B2B message strategy and content What makes us different is our expert knowledge of complex B2B sales cycles, research-driven approach, and ability to solve complex brand, messaging and content challenges for our clients. We tailor value propositions, lead generation content, and sales enablement narratives to segments, personas and accounts (ABM) across the customer journey.

OTHER ARTICLES

3 inspirational ideas for ABM direct mail

Article | April 3, 2020

I’m not here to extol the benefits of direct mail. That’s trodden ground. No, I’m on a bigger mission: to prevent B2B marketers from being ignored. And today I’m focusing on direct mail because it’s a particularly expensive place to be ignored. Luckily, a separate trend is changing the way marketers think about direct mail. The recent popularity of account-based marketing (ABM) principles has cleared a path for more creative direct mail. How? Targeting a smaller, more tailored audience means that marketers can focus more energy on delivering an amazing experience versus a narrow focus on economy and scale. But what constitutes a great customer experience when it comes to direct mail?

Read More

The MarTech Stack You Need To Execute ABM In 2020

Article | April 3, 2020

Account-based marketing (ABM) has become a critical strategy for B2B marketers as it allows companies to reduce customer acquisition costs, streamline targeting and generate more business within targeted key accounts. However, companies have to invest in a wide range of software tools to execute ABM at scale. Selecting the right kind of technology needed to implement and measure personalized ABM is an expensive proposition. It requires marketers to conduct a comprehensive evaluation of different business challenges and goals while building the MarTech stack.

Read More

How to speed up lead nurturing with Account-Based Marketing

Article | April 3, 2020

The B2B sales cycle can be a long journey with many twists and turns in the road. For example, when you’re selling a complex service or piece of software that’s going to impact multiple processes within a business, you need to be patient and attentive in your lead nurturing process. However, here I want to talk about one powerful approach to give your lead nurturing strategy extra fuel and encourage a faster conversion. This is focused on Account-based Marketing (ABM), an approach that has become increasingly popular within B2B organizations over recent years. In his Smart Insights article, Adrian O’Gara defines ABM as: “a strategic approach that coordinates personalized sales and marketing efforts, to target specific accounts for new business and create deeper and broader relationships with existing customers.” Essentially, ABM creates “markets of one” based on specific accounts, allowing you to make your marketing efforts highly specific and personal.

Read More

Is that ABM or just good marketing?

Article | April 3, 2020

We posted this blog last year, but it seems to be as important a question as ever, with ABM continuing to dominate marketing. So have a read and let us know your thoughts. To give you some perspective on why I'm tackling this as a subject, let me qualify my experience to you. We have observed, researched, actioned, piloted, rolled out account based marketing in large and small organisations; 1:1 ABM and 1:many account based approaches. And we were recently asked this question at an event and we bumbled through an answer because the question is quite large and fundamental. You can not rely on the actual written definition of account based marketing to help answer it. "Marketing to a set of named accounts" is not a descriptive definition.

Read More

Spotlight

B2B Content Agency

Founded by an award-winning B2B CMO, we develop B2B message strategy and content What makes us different is our expert knowledge of complex B2B sales cycles, research-driven approach, and ability to solve complex brand, messaging and content challenges for our clients. We tailor value propositions, lead generation content, and sales enablement narratives to segments, personas and accounts (ABM) across the customer journey.

Events