Tag: Для директора по маркетингу
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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…
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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…
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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…
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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,…
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How Incorrect Analytics and ICP Selection Undermine ABM Effectiveness
How Incorrect Analytics and ICP Selection Undermine ABM Effectiveness Imagine you are a brave marketer who has decided to implement account-based marketing (ABM). You’ve heard that it’s a “magic” strategy that can bring you lots of money and satisfied clients. Of course, you decided that data would be your main weapon in this battle. After…
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ABM Without a Budget: Is It Possible? A Practical Guide for Resource-Constrained Companies
ABM Without a Budget: Is It Possible? A Practical Guide for Resource-Constrained Companies When we hear about account-based marketing (ABM), we often picture an office filled with expensive tools, analysts buried in data for days on end, and marketers flying on private jets to meet with VIP clients. ABM seems to be only for large…
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Why Your Account-Based Marketing Isn’t Working Common Mistakes
Why Your Account-Based Marketing Isn’t Working Common Mistakes Account-based marketing is often presented as the ultimate solution for B2B sales. The idea is simple: choose a few clients and personalize your approach. Success is inevitable, right? But, in reality, things rarely go that smoothly. Companies often find that their investments don’t pay off, clients remain…
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Omnichannel Marketing: Creating a Seamless Customer Experience Across All Platforms
Omnichannel Marketing: Creating a Seamless Customer Experience Across All Platforms In today’s digital era, one of the most impressive approaches is creating a holistic user experience across multiple platforms. This approach is called omnichannel marketing. What does that mean? Imagine interacting with your favorite brand without noticing any difference between online and offline experiences. Sounds…
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Sales and Account-Based Marketing: The Secrets of Synergy for Business Success
Sales and Account-Based Marketing: The Secrets of Synergy for Business Success Today, I want to share my thoughts and experiences on one of the hottest topics in the business world: uniting the efforts of sales and account-based marketing (ABM) to achieve incredible results. If you are a business owner, marketer, or sales professional, this article…
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Beyond the Hype: The Real Path from Potential B2B Customer to Buyer
Beyond the Hype: The Real Path from Potential B2B Customer to Buyer In the ever-changing world of B2B sales, many company leaders and commercial directors believe that turning potential customers into buyers is a simple, linear process. However, this belief is based on misconceptions about marketing and customer engagement. This article aims to debunk these…