Five untold approaches to innovation

In recent years, key opinion leaders in the conference circuit and the media have obsessed over the dual topic of innovation and disruption. Though both topics have been consistently covered, their endurance in our collective attention is evidence that no analyses have cracked their success code. Disruptive brands are held as the darlings of innovation – stealing market share, winning customer loyalty, driving shareholder value, and enjoying the accolades of the press. But what is it that makes these brands truly groundbreaking? And what do they have in common with established brands that maintain relevance? From disruptive new entrants to innovative established companies, it is clear that the brands that are breaking through are led by simplifiers. These leaders – from chief marketing officers to chief executives and beyond – prioritize simplicity. Here I explore their approaches to return valuable lessons for all leaders seeking to unlock innovation.

Spotlight

ENGAGIO

Engagio is building an all-in-one account based marketing automation solution to engage target accounts and deepen sales-and-marketing alignment. By combining ABM expertise and consulting with a powerful but easy-to-use platform, Engagio will help B2B marketing professionals understand target accounts, orchestrate integrated account plans, and prove the impact of their ABM efforts.

OTHER ARTICLES
Buyer Intent Data

The 5 Things to Know About Account-Based Marketing

Article | August 23, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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Programmatic ABM

5 Steps for Succeeding in Account-Based Marketing

Article | June 9, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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Buyer Intent Data

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | September 11, 2023

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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Spotlight

ENGAGIO

Engagio is building an all-in-one account based marketing automation solution to engage target accounts and deepen sales-and-marketing alignment. By combining ABM expertise and consulting with a powerful but easy-to-use platform, Engagio will help B2B marketing professionals understand target accounts, orchestrate integrated account plans, and prove the impact of their ABM efforts.

Related News

Siegel+Gale Launches Findings from the Sixth Annual Global Brand Simplicity Index

Siegel+Gale | November 09, 2015

Global brand strategy, design, and experience firm Siegel+Gale today announced the findings of the sixth annual Global Brand Simplicity Index. Leading discount supermarket chain ALDI topped the list as the world's simplest brand for the third year running, while Google dominated the US rankings. The study, based on an online survey of more than 12,000 respondents across eight countries, ranks 585 brands based on their perceived simplicity. The Global Brand Simplicity Index has shown year after year that the benefits of simplicity remain constant, says Howard Belk, co-CEO and chief creative officer, at Siegel+Gale. Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organizations.

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Siegel+Gale Appoints Joe Goldberg as London, Head of Strategy

Siegel+Gale | May 22, 2019

Today, Siegel+Gale announced Joe Goldberg has joined the leadership team as head of strategy in the London office. Goldberg brings almost two decades of expertise in strategic leadership, business transformation and customer acquisition to the firm. “The world of branding has witnessed significant transformation over the past decade,” says Goldberg. “Our global footprint, our take on simplicity and our rich legacy mean Siegel+Gale is uniquely positioned to service the needs of our clients. This mindset means embracing these challenges to develop practical business solutions that will drive experience and performance.”

Read More

Siegel+Gale Launches Findings from the Sixth Annual Global Brand Simplicity Index

Siegel+Gale | November 09, 2015

Global brand strategy, design, and experience firm Siegel+Gale today announced the findings of the sixth annual Global Brand Simplicity Index. Leading discount supermarket chain ALDI topped the list as the world's simplest brand for the third year running, while Google dominated the US rankings. The study, based on an online survey of more than 12,000 respondents across eight countries, ranks 585 brands based on their perceived simplicity. The Global Brand Simplicity Index has shown year after year that the benefits of simplicity remain constant, says Howard Belk, co-CEO and chief creative officer, at Siegel+Gale. Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organizations.

Read More

Siegel+Gale Appoints Joe Goldberg as London, Head of Strategy

Siegel+Gale | May 22, 2019

Today, Siegel+Gale announced Joe Goldberg has joined the leadership team as head of strategy in the London office. Goldberg brings almost two decades of expertise in strategic leadership, business transformation and customer acquisition to the firm. “The world of branding has witnessed significant transformation over the past decade,” says Goldberg. “Our global footprint, our take on simplicity and our rich legacy mean Siegel+Gale is uniquely positioned to service the needs of our clients. This mindset means embracing these challenges to develop practical business solutions that will drive experience and performance.”

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