Sales and marketing departments have long suffered under the persistent cliché of the warring siblings of business life.
Bridging the Gap aims to provide kids who may not have considered, or even known about careers in marketing, with an insight into the world we work in.
One question we are constantly asked is how do you select accounts for ABM programs? For enterprises it can be especially difficult to narrow down thousands of accounts to a mere handful. And to be honest, there is not a one size fits all answer. Every company has their own ideal customer profile, so one company’s ABM accounts are not going to look the same as another’s. That being said, there are best practices to follow in order to define and upkeep your ABM accounts and we’ve turned to the most strategic sport in the game to help us.
Every March, the US National Men’s Basketball Tournament occurs, but only 32 teams automatically qualify for the competition. Of the remaining 315 Division I college […]
Let me establish one thing quickly; I’ve been working on ABM programs for many years and don’t regard it as a recent phenomenon. In fact, way back in 2012, we were winning awards with BT for campaigns which targeted just six banks in a highly personalised, highly bespoke and highly measurable manner. For those six banks we built relationships maps where we actually measured the relationship quality down to each stakeholder. We built highly tailored content, and then worked out how we could broker meetings with senior customer stakeholders where this content would be presented and left behind in a highly personalised manner.
The result of this ‘true’ ABM came in the form of real commercial value and a request to scale the program. Everyone […]
Victor Adefuye is founder and CEO of Dana Consulting, a firm that helps B2B companies accelerate their sales efforts. A former lawyer who has seen too many businesses make the same mistakes around sales planning, hiring and management, Victor set about changing this status quo. Below, Victor gives us his top tips for organizations who are already experiencing or looking to achieve hyper growth.
1) Know your customer.
The single most defining factor to achieving hyper growth is deep knowledge of your customer. You have to know what makes them tick, what their challenges are, what market pressures they are experiencing and what their motivations are for wanting to buy. By understanding these granular details, […]
Help required – how should I describe Agent3? Why the answer matters to any organisation selling to the CMO in 2019Dan Sands2019-06-20T15:13:15+00:00
Here’s a big admission for you; I’m not sure how to describe the company I am CEO of. Whoah, I hear you say, how can you not know what type of business you are running? Ok, let’s roll back one second and let me elaborate before you think I am a) incompetent, b) in the wrong job or c) just creating clickbait.
To explain the background; this whole question has been vexing me for a while now but really came to a head recently when I was on stage with two of our great client contacts, Cat Dutton, (Vice President, Marketing, Atos), and Chris Boorman,