THE ART OF ACTION: INTENT-BASED MARKETING

| May 30, 2017

article image
For modern B2C marketers, it can sometimes feel like the mavens across the marketing pond (and we’re talking about B2Bers, of course), always get the new shiny toys before we do. And there’s some truth to that. Excluding programmatic ad buys and shopping-cart retargeting, B2B seems to pave the way with modern martech solutions. Predictive analytics, dynamic nurture, omni-channel programs: B2B folks are engaging in some fairly complex tactics. So when you see posts about Intent Marketing, it’s understandable that you might forego reading, assuming that you are not the intended audience.

Spotlight

Coastal Brands

The focus is strategy, branding and marketing services for small business, clubs and Not For Profits My track record prior to starting Coastal Brands includes 16+ years in marketing related roles for various not for profits.

OTHER ARTICLES

Outbound, Inbound, Account-Based Marketing: Three Marketing Tracks A Business Can Utilize

Article | April 2, 2020

A business or company’s growth relies on many factors. One of those factors that must be handled strategically is marketing. A marketing plan is an approach that must be made for the long-term. The marketing approach is meant to be forward-looking with the goal of becoming known by potential customers and have a competitive advantage over other businesses in the same industry. Marketing has three major strategic types namely, outbound marketing, inbound marketing, and account-based marketing. Every marketing plan needs a strategic ideology and a proper analysis of the company’s situation before any marketing techniques are formulated and deployed. Businesses must evaluate their competitive position and how their marketing goals align with their current business operations. Marketing is the bridge that connects the business and its customers.

Read More

How to Leverage the Power of Marketing Automation for Your Demand Gen Operations

Article | March 11, 2020

One of the most significant shifts in demand generation is the move towards account-based marketing. Traditional marketers utilized a ‘one-to-many’ approach where tracts of messages were blasted to an extensive database. The age of personalization has now dawned on-demand generation. Marketers need to tailor their messages to suit personas and targeted accounts better. This form of marketing abandons the idea of fishing with a wide net. It instead promotes hunting for your biggest fish with spears. Marketers need automation tools to enhance their account-based marketing operations. Data shows demand generation automation can increase customer engagement by 68%. It will also strengthen timely communications and increase demand gen opportunities by 58%.

Read More

Adding influencer marketing to ABM strategy can help build trust through external influences

Article | February 27, 2020

A study found 71% of marketers who practice ABM saw greater ROI, compared to traditional marketing. Account-based marketing, a hybrid of sales/marketing/revenue, can further be improved upon by adding influencer marketing to the ABM mix. This piece highlights a Dell outlet that was able to build up brand awareness and trust by leveraging targeted research and co-creating content with small business influencers. Including influencers like brandividuals, experts and brand advocates to ABM strategy can help marketers drive awareness, add substance to conversations and push conversions. While identifying influencers for ABM, marketers should consider factors such as popularity, relevance, and resonance.

Read More

3 innovative tools for securing ABM success

Article | March 25, 2020

Account-based marketing (ABM) is a popular and effective approach to B2B sales, marketing and lead generation. Businesses identify a number of key accounts they want to work with, and reach out to them as markets-of-one. This gives marketers and sales teams the chance to work towards common goals, execute a highly-personalized approach, and reach out to dream prospects and ideal clients. According to ITSMA, 85% of marketers said ABM outperformed other marketing investments. And, Sirius Decisions discovered that as many as 91% of those with an ABM program in place said they were either ‘tightly’ or ‘moderately’ aligned with sales. So, how can powerful B2B technology help support your ABM strategy?

Read More

Spotlight

Coastal Brands

The focus is strategy, branding and marketing services for small business, clubs and Not For Profits My track record prior to starting Coastal Brands includes 16+ years in marketing related roles for various not for profits.

Events