Cracking the B2B Market with ABM

| December 12, 2018

article image
Telecoms brand O2 has long stood out in the UK’s crowded and competitive market thanks to bold marketing campaigns, including long-term sponsorship of the world’s most successful entertainment venue, the O2 in London. A few years ago, O2 decided to raise its profile as a total communications provider in the B2B space. This would demand a carefully-crafted marketing program to change perceptions of the brand externally, energize staff internally, and demonstrate marketing’s contribution to overall corporate objectives.

Spotlight

CommCreative

CommCreative is a full-service branding, marketing, web, and public relations firm, focusing on unified marketing and digital/social media campaigns. CommCreative serves regional, national, and global clients in financial services, health care, biotech, education, energy, and other industries.

OTHER ARTICLES

How ABM Can Help IT Companies Close More Deals Faster

Article | March 5, 2020

As with every other business, IT sales and ABM go hand in hand, and they have been for years already. The challenge always lies in figuring out how to continuously maximize your ABM approaches and strategies to increase your IT sales. In this post, we are going to delve into the three types of account-based marketing and how it can help boost your IT sales, but before we go more in-depth, let’s take a closer look at what exactly ABM and IT sales are and what they do.

Read More

How to Use Intent Data to Improve Your Customer’s Experience

Article | March 5, 2020

Data, data everywhere. We’re swimming in it, and at times it can feel like we’re drowning. What’s the solution? We’ve got to learn to swim really well in different kinds of water. While most B2B marketers use data to get insights about buyer behavior, often we miss the opportunity to use some of the same types of data to learn about customers after they buy. When it comes to ABM, the most commonly used types of data are firmographic, technographic, engagement and intent data. They’re all important, but of the four, intent data is arguably the most underused when it comes to elevating the customer experience. Consider this an advanced swimming lesson for how to use intent data to enhance the post-sale experience.

Read More

The Grizzly Bear Strategy: How to Align Your Demand Marketing and ABM Programs

Article | March 5, 2020

Some B2B marketers tell me they think account-based marketing (ABM) will eventually replace demand marketing. Some think ABM is just a new buzzword for the data-driven demand marketing they have always practiced. Others tell me that demand marketing and ABM are completely different strategies that should exist on their own within a company. To me, all of these different viewpoints are rooted in the fact that the B2B marketing ecosystem is in a state of rapid evolution and innovation and that’s fantastic for those of us in the B2B marketing profession!

Read More

What is Account Based Marketing and how does it help to generate B2B leads?

Article | March 5, 2020

Inbound marketing remains one of the most efficient digital marketing techniques available. But did you know that you can also perfectly combine the content that you create for your inbound strategy with a traditional outbound sales approach? Or can make it even more detailed for specific sectors? This technique is called Account Based Marketing, and we explain below what it is and how you can generate additional B2B leads with it.

Read More

Spotlight

CommCreative

CommCreative is a full-service branding, marketing, web, and public relations firm, focusing on unified marketing and digital/social media campaigns. CommCreative serves regional, national, and global clients in financial services, health care, biotech, education, energy, and other industries.

Events