A blank piece of paper can the scariest thing in the world, particularly if you’re under a tight deadline or writing isn’t natural for you. I write emails, whitepapers, webinar decks, presentations and blogs all the time – there are days where it’s all I do. But even with a lot of…
Creating an ABM Content Map
ABM focuses on your company’s most profitable prospects, but who’s on the list is only the start. It’s also critical that your company creates meaningful outreach with offers relevant to each prospect’s specific pain points. And that means developing a hyper-targeted content plan for the entire sales cycle. Here are some things…
Creating and Putting to Work an ABM Target Account List
Account Based Marketing (ABM), perhaps more than any other approach to marketing, is singularly and intensively focused on the perfect buyer, the “target” account. It stands to reason, then, that the highest priority of an ABM campaign is identifying and refining the best possible target-account list. This is where sales…
“What’s in it for Me?” Marketing
“What’s in it for me?” may be the most important question in demand gen. Because that’s what your prospects and customers are wondering every single time they hear from you. They’re busy and have their own agenda, so they want your email, search campaigns, phone calls, social posts and website to focus…
Setting ABM Objectives
With any sort of demand generation, setting objectives before you start is critical to success. If you don’t know what you want to accomplish, you’re going to fail. But for ABM, the hyper-focus on select accounts means you can’t use “old” lead metrics like quantity of new leads or downloads. Instead, you…
Seven Building Blocks to Launching a Successful ABM Program
If your company hasn’t already established ABM, the thought of starting a program from scratch can be daunting. But how do you get started? If you’re a B2B marketer who is looking to set up ABM program within your organization here are some building blocks for success: #1 Get Everyone…
Another blog series on ABM?
If your company markets to a very specific audience or has a long sales cycle, Account Based Marketing (ABM) can help focus marketing and sales resources towards the accounts most likely to bring in the highest revenue. But a lot of companies don’t really understand how ABM works and may…
The 10 Biggest Email Mistakes
Email is the foundation of demand generation. No matter what else you’re doing, if you want to reach a specific prospect with a tailored message, email is the way to go. Plus, compared to other channels, it’s cheap! However, it’s very easy to do email wrong. Here are some of the biggest mistakes…
Subject Lines are Hard
An email subject line has one job – to get your email opened. A simple task, but if you don’t nail it everything else you write isn’t going to matter. So here are my top tips on creating really good subject lines: Writing a good subject line is very hard. You don’t have…
Data and Demand Gen – what’s new?
Recent advances in give demand generation marketers tricks to reduce waste and gain better results. But, the sheer volume of options can be overwhelming. So, I thought I’d share what I’m finding most useful right now: First – if you have marketing automation or CRM, there are probably new tools just…