SimplyDIRECT Cited as a Top ABM Resource
SimplyDIRECT Cited as a Top ABM Resource It’s always nice to be recognized for doing your job, particularly when you weren’t seeking any particular accolade.
Quick-Start Guide to Account Based Marketing – the What, Why, & How
What? Account Based Marketing (ABM) is a highly-targeted approach that focuses on strategically selected accounts as markets-of-one. Simply put, ABM focuses on those key accounts
IT Security Buyers Defined
We wondered about the key characteristics and requirements of IT security solution buyers – what they’re thinking and what’s driving their behaviors – so we
Beyond Cold Calling – Warm Calls with Intelligence
The game has changed – with the advent of Big Data, the cloud, and all of the information-rich capabilities these have created; buyers today expect
Vertical B2B: The challenge and advantages of marketing deep and narrow
“Strategy 101 is about choices: You can’t be all things to all people.” – Michael Porter Today’s software-as-a-service (SaaS) offerings enable companies to address the
Using Survey Responses to Drive Customer Engagement
Here’s the logic: customer engagement is predicated on establishing connections, which in turn are predicated on effective communication, and effective communication begins with listening. As the
Personal Engagement Maximizes B2B Lead Campaign Impact
In our zeal to maximize the advantages of the latest marketing technologies, we sometimes do so at the expense of the human element. It’s people,
Using Psychographics with Role-based Targeting
Recent research by CEB and Google (“From Promotion to Emotion,” October 2013*) on the role emotion plays in the B2B marketing process has returned some
6 Technology Marketing Steps to Increase Target Account Engagement and Sales
In his recent Forbes article You’re Doing It Wrong: Demand Generation, Patrick Spenner* lays out a strong argument to suggest that marketers who focus on individual
Improve Sales and Marketing Efficiency: Find the Right Decision Maker
When attempting to sell a technology solution to a targeted account it’s clearly imperative to know who has responsibility for the system, process or application
Insight Selling is the New Solutions Selling
According to the latest B2B customer purchase decision-making survey by the CEB*, the average customer is already 57% of the way through their purchase process
Improve Target List Accuracy and Email Success
Crafting a robust list or database requires a combination of clarity of purpose, finesse, and a healthy dose of elbow grease – verifying and validating
B2B Marketing Content: Creating Thought Leadership
The faster the rate of change, the more buyers will continue to value thought leadership as a means to understand the possibilities that technology might
Better Contact Profiles Drive Sales Pipeline
Selling complex solutions typically requires that account managers engage with a whole range of influencers in addition to the key decision makers. This can be
Doing More with Appointment Making Services
Lisa Vitale Appointment MakingAppointment-making third-party services – while an attractive proposition – may be losing their luster for the B2B market, at least for companies
3 Key Benefits of Psychographic Segmentation
Lisa Vitale on Benefits of Psychographic Segmentation. While there are many ways to segment your target audience, B2C marketers are successfully using psychographic segmentation as
Step 2 – Update the Sales Process
The first of this two part series, Step 1 – Define Your Prospects Better, focused on defining the B2B decision maker. This post will focus
Step 1 – Define Your Prospects Better
The first challenge you face when marketing more complex solutions is to define exactly who is the prospect. If your solution doesn’t fall neatly within