by Jonathan Winch | Jun 23, 2023 | Account-based marketing, Buyer behavior
Many marketers believe that both the strategies of gaining more customers, increasing market penetration or customer acquisition, and selling more to existing customers, retention or loyalty strategy, are equally good. However, the loyalty strategy is often the chosen...
by Jonathan Winch | Jun 23, 2023 | Account-based marketing
As writers, we have all experienced that moment when we think to ourselves, why the heck am I writing this if no one is going to read it? And if your marketing department has been focused on content for basic demand generation, then your marketers have probably...
by Jonathan Winch | Jun 23, 2023 | Account-based marketing
Since starting down the ABM track ourselves, we’ve presented the concept and workings of ABM to top management and sales and marketing leaders on many occasions. One comment we often hear early in our presentations, usually from salespeople, goes something like this:...
by Jonathan Winch | Jun 23, 2023 | Account-based marketing, Strategy
In many B2B companies, a lot more attention is paid to how many deals enter the pipeline than on measuring the rate of closed-won deals. Yet the average win rate is one of the most important measures of success! Although winning deals is normally considered the job of...
by Jonathan Winch | Jun 23, 2023 | Account-based marketing, Content strategy, Thought leadership
They say that, when times get tough, the tough get going. And that’s probably why, in a time where many companies have reduced or even stopped spending on marketing efforts for fear of COVID-19’s impact, we’re seeing a growing number of companies turning the current...
by Jonathan Winch | Jun 23, 2023 | Account-based marketing, Content strategy
B2B companies are rushing to transform their current sales and marketing approach to an Account-based Marketing (ABM) approach before the next financial crisis. Learn what ABM is, how it can boost your chances in a tough marketplace and where to get started. It’s hard...