Externally, ABM can generate substantial improvements in customer relationships, brand perception, solutions proof points, revenue, and profitability. Over the last 10 years, more and more B2B firms have invested in account-based marketing: treating individual accounts as "markets" and devising focused campaigns just for them. Back when my partners and I were developing some of the early methodology for account-based marketing in the early 2000s at ITSMA , it was a tough sell. Much easier to just spam the market with generic emails, webinars, brochures, and the like. Is ABM here to stay? MORE >>

It's also a great way to generate more insight and tap more internal experience to feed into Point of View development. Rather, you need to bring together people, processes and tools that can do the research and analysis, generate compelling points of view, and sustain the internal and market engagement required to reap the benefits effective thought leadership can provide. B2B marketers know that thought leadership is essential, especially when selling high-value solutions. Business buyers tune out most traditional marketing, but they are always looking for new ideas. MORE >>

Four years ago, I wrote this : The typical approach to marketing-sales alignment emphasizes getting marketing closer to sales through initiatives such as tighter alignment of marketing activities with the sales cycle, better coordination around demand generation and lead management, and allowing sales to have more input into marketing programs and materials. Marketing folks in B2B are obsessed with aligning marketing and sales. It's a longstanding pain point, and it always comes to the fore in a down economy. Has the discussion really changed?  conferences, consultants, and tools flying. MORE >>

Marketers investing in social media often focus on building awareness, demonstrating thought leadership, and (if at all possible), generating new leads. Jon Hampson, Environment Director, for Capgemini UK , gave a great presentation last week on the top lessons for building sustainability programs at large corporations. Listening to Hampson recount the impressive strides Capgemini has made in reducing the company's environmental impact, though, I couldn't help but think about how relevant his lessons were for B2B social media, as well. Focus on what matters. Social media is similar. MORE >>

I love this new effort from Samsung  to generate helpful user questions and answers on the BestBuy.com. It taps the wisdom of the crowd to generate more, faster, and often better answers than could easily (and affordably) be provided by Samsung employees. As explained today in Clickz, the "Brand Answers" feature (based on technology from Bazaarvoice ) has just finished a five-month trial and almost doubled views of Samsung products on the Best Buy site: When visitors click a button on the brand's products details pages, a pop-up FAQ feature that's called "Mr. Samsung" appears. MORE >>