As the debate over account-based marketing “best practices” rages on, perhaps the biggest struggle lies with enterprise-class marketing and sales organizations.
As we asserted in our recent white paper, Humanizing the Account-Based Marketing Experience, a marketing/sales duo that doesn’t respect each other can torpedo even the best Account-Based Marketing (ABM) program. While many of today’s account-based marketing and sales strategies are powered by technology and AI, the human element (knowing who your customers and prospects are at a deep level) is critical.
An effective ABM strategy must be humanistic — for both the company looking to roll-out account-based marketing, as well as the target market. We need to look beyond the technology, tools, and tactics used to plan and execute programs. People make purchase decisions…not accounts.
Whether you are first starting a business or you have an established name and are just looking to expand, everyone tells you that you absolutely need to know your potential customers and target markets - but there is a problem, no one really tells you how to do that. Whether you are a small company or a large corporation, research is vital for continued success no matter the level.
Setting up success for the future using marketing qualified leads is a vital way to ensure that your company will push forward and overcome any issues that can emerge as technologies and markets change. To do this, your sales and marketing functions absolutely need to constantly look where they think the ball is going to go instead of hoping that the ball stays in their court.
Video marketing is one of the most powerful storytelling mediums that we have. Not only can it help to build promotional campaigns that are impactful and influential, but great videos can also help to build relationships between your brand and your targeted audience. When videos are viewed by people who are already marketing qualified leads in the sales funnel, you can do more with fewer resources.