Category: blog
-
Internal Conflicts in ABM Implementation and How to Avoid Them
Internal Conflicts in ABM Implementation and How to Avoid Them Implementing account-based marketing (ABM) is not just a matter of theory; it’s a real challenge for the team. A strategy designed for synergy can become a breaking point if there is no basic alignment of processes, goals, and responsibilities within the company. ABM requires mature…
-
Artificial Intelligence in Marketing: Overhyped Technology?
Artificial Intelligence in Marketing: Overhyped Technology? Artificial intelligence burst onto the marketing scene with big promises: personalization, automation, highly efficient advertising, predicting customer behavior, and, of course, generating content on its own. It sounds like every marketer’s dream. But the reality is a bit more complicated. Is everything as perfect as promised? Or are we…
-
Farewell, “Name-Based Spam.” ABM Enters the Era of Genuine Value, Where Simply “Knowing the Client’s Name” Is No Longer Enough
Farewell, “Name-Based Spam.” ABM Enters the Era of Genuine Value, Where Simply “Knowing the Client’s Name” Is No Longer Enough Just a few years ago, personalization was considered the “secret weapon” of marketers. Addressing a client by name in an email made them feel special and ready to make a purchase. But times have changed.…
-
How to Create Content That Attracts, Engages, and Persuades Key Clients
How to Create Content That Attracts, Engages, and Persuades Key Clients In traditional marketing, content is typically seen as a means of driving traffic and generating leads. However, in account-based marketing (ABM), content plays a much more significant role. Here, content becomes a strategic asset — a tool for influencing key business decisions within target…
-
Account-Based Content: How to Create Content That Drives Sales
Account-Based Content: How to Create Content That Drives Sales In modern B2B marketing, companies face a serious problem. They spend large budgets creating content that ultimately doesn’t attract real customers. Traditional content marketing tries to reach everyone at once, but this is its main drawback — it does not solve specific business problems for specific…
-
Why Your Marketing Campaigns Fail
Why Your Marketing Campaigns Fail “Our campaign didn’t take off. We burned through the budget. We didn’t get a single qualified lead, let alone a sale.” Sound familiar? Unfortunately, failed campaigns are not a rarity in B2B marketing, but rather an unpleasant pattern. According to statistics, a significant portion of B2B campaigns fail to achieve…
-
B2B Sales Without Salespeople: Reality or Science Fiction?
B2B Sales Without Salespeople: Reality or Science Fiction? These days, there is a lot of talk about automating B2B sales. It seems that, very soon, traditional salespeople will be replaced by programs and robots. Long meetings, coffee-fueled negotiations, and piles of business cards gathering dust in desk drawers could soon be a thing of the…
-
Deep ICP Analysis for ABM: How to Find “The One” Client and Avoid “Duds”
Deep ICP Analysis for ABM: How to Find “The One” Client and Avoid “Duds” Imagine that you are an experienced safecracker. You have all the necessary tools, knowledge, and experience. However, if you try to open a safe without knowing the combination, you will waste a lot of time and never reach the treasure. In…
-
Customers Don’t Want Innovation. Why Would They? Stability Matters.
Customers Don’t Want Innovation. Why Would They? Stability Matters. Modern business is obsessed with innovation. Companies rush to implement neural networks, blockchain technology, and the metaverse — anything that sounds trendy enough to impress investors. Mention artificial intelligence in a meeting, and you’re considered a success. But here’s the problem: Most customers don’t care about…
-
Marketing and Sales: Who Is in Charge of Account-Based Marketing?
Marketing and Sales: Who Is in Charge of Account-Based Marketing? The marketing department sits comfortably in the office, generating creative ideas and content while pouring leads into the sales department. Meanwhile, sales is constantly grumbling that the leads are “wrong,” the clients are “not ready,” and marketing “doesn’t understand anything.” Is this a conflict? Yes,…