Lead generation: As industry grapples with aging leadership, firms must find ways to get millennials involved

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Spotlight

Athena SWC LLC

Athena SWC, LLC is an outsourced provider of new business development, demand generation and management, marketing and sales support process services (combination of people, process methodology and tools) focused on B2B, complex sales environments. We have designed a highly customizable, repeatable and measurable (ROI-based) marketing process called Synchronized Relationship Acquisition and Management (RAMP). Our expertise is focused on partnering with clients, operating as an integrated extension of their sales and marketing team, to generate high volumes of qualified relationships, improve sales rep productivity and compress sales cycles, develop, manage and nurture relationships until they are ready to engage in an active sales cycle, increase market intelligence and awareness in the market for your company and your products/services. Our true decisive competitive edge is in our ability to quantify your marketing investments and track those activities back to bottom line sales retu

OTHER ARTICLES

PLANNING FOR ABM? OVERCOME THESE COMMON CHALLENGES

Article | March 20, 2020

Account-based marketing (ABM) has gained a firm foothold in the B2B marketing world. According to Information Technology Services Marketing Association, ABM is defined as “treating individual accounts as markets in their own right.” Basically, you as a marketer are taking personalization to an elevated level. Making the leap into ABM marketing is highly recommended to improve your marketing ROI, but without proper planning, finding success could become a struggle. The only way to reduce the potential risks associated with virtually any strategy is to develop a comprehensive game plan. Effective planning will result in increased buy-in from upper management, effective training and development, acquisition of the right ABM tools, the accurate collection of data, and ultimately a boost to your strategy success.

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How to speed up lead nurturing with Account-Based Marketing

Article | March 20, 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.

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How ABM Does the Better Job for Your Demand Gen Funnel

Article | March 20, 2020

Account-based marketing (ABM) is no longer a new concept to B2B companies. It’s effectiveness as a marketing strategy has seen it gain traction among businesses in recent times, and managed cloud software companies have not been left behind. Generally, businesses that embrace the ABM approach treat their customers or prospects as individual markets not one huge audience. This highly targeted and personal strategy means that B2B companies can focus entirely on their customers and proceed to customize their marketing efforts including content creation with them in mind. In most cases, the returns from ABM campaigns are amazing. Data from ITSMA shows 85% of B2B marketers report that ABM outcomes superceed the investments they put in other marketing initiatives. But for managed cloud software companies seeking to boost their demand generation funnel, how can ABM help?

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BUYER INTENT DATA

Do You Need Bombora? What the Intent Data Provider Brings to the Table

Article | March 20, 2020

Intent data is an essential piece of the account-based marketing puzzle. It’s the type of data that can give B2B companies a competitive edge as they look to identify engaged, active prospects at prioritized accounts that show a clear pattern of interest in a product, service, or solution. As importantly, intent data can pinpoint signals in a buyer’s journey that lets you know what their next step might be, helping you target them with personalized, contextual messaging. There are a couple of flavors of intent data, but in this case, third-party intent data is the focus. Third-party intent data originates from external sources and may include many potential online interactions that have occurred away from your website and your company’s interactions. Website visits at competitor sites, webinar attendance, downloads, product reviews, social media interactions, and online subscriptions to publications in your industry or sector are fair game for third-party intent data insights. Like an intricate spider web woven from numerous data points, third-party intent data offers a view of online behavior for potential prospects as they traverse their buying journey.

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Spotlight

Athena SWC LLC

Athena SWC, LLC is an outsourced provider of new business development, demand generation and management, marketing and sales support process services (combination of people, process methodology and tools) focused on B2B, complex sales environments. We have designed a highly customizable, repeatable and measurable (ROI-based) marketing process called Synchronized Relationship Acquisition and Management (RAMP). Our expertise is focused on partnering with clients, operating as an integrated extension of their sales and marketing team, to generate high volumes of qualified relationships, improve sales rep productivity and compress sales cycles, develop, manage and nurture relationships until they are ready to engage in an active sales cycle, increase market intelligence and awareness in the market for your company and your products/services. Our true decisive competitive edge is in our ability to quantify your marketing investments and track those activities back to bottom line sales retu

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