The Complete Guide to Targeted B2B Advertising

| May 20, 2016

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To understand how to do this, you first have to understand the concept of the right buyer and their journeys. To succeed in any form of marketing – particularly display advertising – you need to be laser focused on the segments, personas, and channels that matter to your overall go-to-market strategy. It is impossible to market effectively to everyone, so the best marketers always concentrate their efforts where they will have the most success. This means focusing on only one customer segment...

Spotlight

Prevail Marketing

ALIAS helps B2B brands build customer curiosity, confidence & revenue through account-based marketing. There’s nothing like a complex B2B sales process to make agencies panic. At ALIAS, we appreciate the challenge and thrive on the results as much as the practice of getting there. We are a B2B demand creation agency obsessed with what it takes to be persuasive today, which is why our credo is all about Intentional Creative. The ABM conversation is often focussed on organisational alignment (we consult in this space) and the technical/tactical aspects of ABM (we execute in that space). But our craft lies in the ability to connect the two with creative purpose-built for ABM. And we successfully do so for some of the most influential technology companies on the planet.

OTHER ARTICLES

How To Get Started With An ABM Pilot?

Article | March 12, 2020

Did your organization recently take the ABM readiness test and discovered that it is an excellent match for Account-based marketing (ABM)? In spite of all the impressive evidence, are you still on the fence about it? Is your organization uncertain about the effectiveness of ABM? All these questions and doubts are valid concerns. There’s no denying the fact that account-based marketing can open the floodgates to sustainable revenue when done correctly. ABM initiatives exceed other marketing investments, according to 87% of ABM marketers. But being plagued by uncertainty about the resources it will take, how much ROI it will generate and what kind of problems it can solve can act as a hurdle.

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

Article | April 15, 2021

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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Improve Your Marketing & Sales Alignment With Account-Based Marketing

Article | March 20, 2020

Marketing & sales alignment is among the key factors that play a major role in determining the success of any business. Many B2B companies are starting to embrace Account-Based marketing or ABM for their overall marketing endeavors. ABM perfectly underpins the conventional, short-term marketing objective of harboring leads with strategies aimed at driving revenue growth in the long-term. In this blog post, we’ll be talking about ABM and how businesses can improve their marketing and sales alignment around it. But before we jump right to it, let’s try and understand why B2B companies must have their marketing and sales team aligned.

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Why Account Based Marketing and Personalization Are The Perfect Match

Article | February 19, 2020

Did you know that 80 percent of B2B buying decisions are based on a buyer’s direct or indirect customer experience, and only 20 percent is based on the price or the actual offering? That’s quite a ratio, and helps support the case for adopting an account based marketing (ABM) strategy that leverages personalization tools and tactics to not only drastically improve the customer experience throughout the sales process, but do wonders to your bottom line. After all, an ITSMA and ABM Leadership Alliance study found that in 2019, 71 percent of companies saw greater ROI within their ABM efforts versus their traditional marketing strategies. B2B businesses are taking notice, with the same study finding 73 percent of marketers planning to increase their ABM budgets in 2020. Kudos to them! But ABM is only as effective as the strategy you set in place and the high quality sales content required to keep B2B buyers engaged. That’s where ABM finds its perfect match in personalization.

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Spotlight

Prevail Marketing

ALIAS helps B2B brands build customer curiosity, confidence & revenue through account-based marketing. There’s nothing like a complex B2B sales process to make agencies panic. At ALIAS, we appreciate the challenge and thrive on the results as much as the practice of getting there. We are a B2B demand creation agency obsessed with what it takes to be persuasive today, which is why our credo is all about Intentional Creative. The ABM conversation is often focussed on organisational alignment (we consult in this space) and the technical/tactical aspects of ABM (we execute in that space). But our craft lies in the ability to connect the two with creative purpose-built for ABM. And we successfully do so for some of the most influential technology companies on the planet.

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