Should Account-Based Marketing be a Part of Your Broader Marketing Strategy?

| October 9, 2017

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Today’s business environment asks B2B marketers to create more impact with less budget, but the majority of marketing dollars fail to impact the accounts that drive the most value. Account-based marketing is gaining rapid adoption as a hyper-efficient way to invest your marketing budget. So efficient, that research by Lenati found that 4 out of 5 B2B marketers reported higher ROI with an account-based marketing (ABM) approach. However, ABM is not a one-size-fits-all strategy, especially when it comes to large B2B enterprises.

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Shipley Associates

Shipley supports clients across the entire business development lifecycle. Services include: Market Segmentation and Long-Term Positioning: The first step in winning Government business is identifying the right markets and positioning your solutions to align with customer needs. Capture Strategy and Planning: Shipley provides a blend of solutions that support needs in capture strategy development, capture and opportunity planning, campaign strategy, and capture team development. Proposal Development Services: Whether you need a complete, end-to-end proposal team or a few specialists to augment your staff, we will help you win efficiently and effectively. Post-Award Support: With help from Shipley, clients transition from proposal to program execution without losing momentum. We reduce the risk of program cost overruns and failure. Process Improvement Solutions: Shipley provides an unbiased snap-shot of your business development infrastructure and capacity – followed by a clear set of r

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How to Approach Demand Gen in Challenging Times

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The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty on top of the risk and strain caused by a global pandemic whether an economic downturn is imminent, or how severe it might be, and for how long. Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many conversations on how clients should approach demand generation strategy in the coming weeks.

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The Ultimate Guide to Determining the ROI of Your ABM Campaign

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Article | February 27, 2020

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

Article | March 20, 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!

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Spotlight

Shipley Associates

Shipley supports clients across the entire business development lifecycle. Services include: Market Segmentation and Long-Term Positioning: The first step in winning Government business is identifying the right markets and positioning your solutions to align with customer needs. Capture Strategy and Planning: Shipley provides a blend of solutions that support needs in capture strategy development, capture and opportunity planning, campaign strategy, and capture team development. Proposal Development Services: Whether you need a complete, end-to-end proposal team or a few specialists to augment your staff, we will help you win efficiently and effectively. Post-Award Support: With help from Shipley, clients transition from proposal to program execution without losing momentum. We reduce the risk of program cost overruns and failure. Process Improvement Solutions: Shipley provides an unbiased snap-shot of your business development infrastructure and capacity – followed by a clear set of r

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