Why Your Content Marketing Strategy Worries Your CEO

| May 10, 2017

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Last week, we left our content maven sitting in front of a hostile CEO. He, like all CEOs, wanted to know that the content budget was well spent. I’ve seen marketers write-off the CEO as a Luddite who doesn’t understand the power of content marketing. They try to talk down to the CEO, hoping to scare him off with a few shiny tools and vague assurances.

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Mediaxis Marketing

Mediaxis is a leading provider of professional sales and marketing services to emerging market clients. Mediaxis expertise is in the acquisition and retention of customers through an effective combination of approaches including working with a network of independent sales companies, made up of motivated and hardworking sales teams as well as telesales and online methods.

OTHER ARTICLES

Optimizing ABM with Influencer Marketing

Article | February 28, 2020

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.

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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.

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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?

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How to Use Intent Data to Improve Your Customer’s Experience

Article | March 26, 2020

Data, data everywhere. We’re swimming in it, and at times it can feel like we’re drowning. What’s the solution? We’ve got to learn to swim really well in different kinds of water. While most B2B marketers use data to get insights about buyer behavior, often we miss the opportunity to use some of the same types of data to learn about customers after they buy. When it comes to ABM, the most commonly used types of data are firmographic, technographic, engagement and intent data. They’re all important, but of the four, intent data is arguably the most underused when it comes to elevating the customer experience. Consider this an advanced swimming lesson for how to use intent data to enhance the post-sale experience.

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Spotlight

Mediaxis Marketing

Mediaxis is a leading provider of professional sales and marketing services to emerging market clients. Mediaxis expertise is in the acquisition and retention of customers through an effective combination of approaches including working with a network of independent sales companies, made up of motivated and hardworking sales teams as well as telesales and online methods.

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