The Point

NOVEMBER 15, 2022

Very few organizations can rely exclusively on inbound channels, particularly those companies with solutions that buyers aren’t necessarily searching for. First, let’s dispense with the inevitable question of whether so-called “cold” lists even have a role to play in today’s marketing mix. My response is a definitive: yes.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

JUNE 30, 2017

That is not to say, however, that you can’t successfully design and execute a highly targeted, tightly integrated, multi-channel, multi-touch campaign aimed at a finite number of specific, key accounts. It is a strategic initiative that involves (or should involve) both sales and marketing at all levels of the organization.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

JUNE 20, 2018

If you already have good content, adapted for different personas or industries, the technology to drive automated, multi-touch nurture emails, and a willing and capable sales team, you may not need a full-blown ABM solution, at least not at first.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

JANUARY 17, 2019

In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email. This is lead nurturing beyond the inbox , and part of a larger B2B trend towards omni-channel marketing, a reflection of multi-channel synergies and the simple fact that not all prospects like to be contacted in the same way.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JULY 27, 2018

For ABM campaigns in particular, it’s become something of an accepted truth that if you’re going to the trouble of constructing a highly personalized, highly orchestrated, multi-channel, multi-touch campaign, then naturally you want to ask the prospect for a meeting.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

NOVEMBER 20, 2015

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. How will you measure success?

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

APRIL 26, 2017

But the answer also lies in a more multi-channel approach. Yes, business buyers are tiring of automated campaigns and endless streams of emails, especially now that the power to launch automated campaigns is being placed in the hands of salespeople. BDR spam, anyone?). Again, look at ABM.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154