The Hidden Middle: How Medium-Sized Businesses Are Quietly Shaping Our Technological Future

Aruba | July 2, 2019 | Sponsored

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When it comes to adaptation, integration and scalability of modern technology, medium-sized enterprises are the pioneers leading the evolution. Cloud computing integration is a great example that is advancing the networking structure to enable more productive employe accessibility and work alinement. While your medium-sized busi

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The only way to thrive in the digital age is to create exponentially and measurably better work by bringing together best-in-class expertise—in data, creativity, media, technology, search, social and more. We call this Alchemy. And it has the power to transform our clients’ business. In order to create it, we as an agency are committed to constant transformation ourselves. Because it is our mission not just to react to the changes in the marketplace, but to predict and define them...

OTHER ARTICLES

Everything you need to know about account-based marketing

Article | March 3, 2020

What exactly is account-based marketing or ABM? In a nutshell, ABM is targeted marketing that uses personalized campaigns and messaging to effectively reach a small, specific audience. “The analogy I like to use is that you're fishing with a spear when you're using ABM, and you're fishing with a net in traditional marketing,” explains Steve Lendt, Motum B2B’s Director of Engagement and Analytics. After researching and identifying which accounts you wish to target, you can begin developing personalized campaigns and content to address their specific needs and goals.

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ABM ACCOUNTS

What's on the Radar of Marketing Leaders Today?

Article | March 3, 2020

The pandemic has catalyzed an en-masse move to hybrid workforce models across industries and functions, including marketing teams. Add to this the broad changes in consumer behavior and market expectations resulting from the disruption of the last 15 months. How has all of this change impacted marketing priorities? While DX has been a priority for a while now, what’s changed is the race to connect customer experience (CX) to the DX initiative. Over the last year digital engagement has been at times the only way to find, get and keep customers. Starting with overhauling virtual shopfronts — aka brand websites — to investing in more advanced data-driven marketing decisioning engines, making CX central to the digital strategy has become primary.

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CORE ABM

ABM: Looking beyond the buzzword!

Article | March 3, 2020

Account Based Marketing (ABM) is not a new concept in B2B marketing. However, as an important integrated B2B marketing and sales approach, we don’t think it is widely understood or used as it should be in B2B media/events businesses and professional membership organisations. Regardless of the size of your organisation, product types, or the sectors you serve, every senior business leader and marketer should be embracing ABM and integrating it as part of their overall marketing strategy. If you’re keen to learn more about ABM – what it is, why it is important and how you put it into practice, read on!

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3 Reasons Why ABM is a Smart Strategy for Demand Generation Managers

Article | March 3, 2020

Building brand awareness is often easier said than done. This is especially true in B2B marketing, where purchases are high-consideration and customer relationships are long-term. A mix of different strategies and tactics is needed to connect with audiences, increase traffic and pipeline, and create conversation at scale. One of these strategies is account-based marketing (ABM), which can help demand generation managers lead their teams to build profitable relationships with high-value accounts.

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Spotlight

360i

The only way to thrive in the digital age is to create exponentially and measurably better work by bringing together best-in-class expertise—in data, creativity, media, technology, search, social and more. We call this Alchemy. And it has the power to transform our clients’ business. In order to create it, we as an agency are committed to constant transformation ourselves. Because it is our mission not just to react to the changes in the marketplace, but to predict and define them...

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