I recently had a conversation with a client that owns a consultancy that specializes in Sharepoint and Office 365. He’d recently read a LinkedIn post by Mark Schaefer on whether or not you can afford to do inbound marketing, and he wanted to get my perspective on (spoiler alert for this blog post) whether Mark was onto something (he is), how I felt about that (I agree wholeheartedly), and what my client should do about that (he should focus on ABM). Mark theorizes on why inbound might not be working for the company that has invested heavily in promoting it—read
You know Account-Based Marketing (ABM) isn’t hype. According to Bob Peterson, Senior Research Director with Sirius Decisions, 91% of marketing professionals see ABM as a critical part of their marketing strategies. ABM is the real deal and can help you to break into new markets, grow your customer base, and drive more revenue for your organization…in the long-term. And that’s the challenge…those two dreaded words for a sales-driven organization: LONG-TERM. Most of today’s Sales Executives aren’t focused so much on the long-term possibilities ABM brings. They are looking for new and quick selling opportunities… and they needed those opportunities yesterday.
Perhaps you’ve been in this situation—on the other side of the table. Just 2 weeks ago, I was sitting with a client. They’re a public technology company with offices around the world, and looking at a seismic shift in their industry—an industry that just doesn’t have a need for what they provide anymore. There’s no growth potential, and investors are looking at them with a wary eye. In doing a competitive analysis, they found that they’re not the only ones suffering—the entire market is stagnant. Fortunately for them, there’s plenty of growth opportunity in untapped markets, and we’ve been tasked
Here we go again. Every year me and my trusty “meshies” get together to bang out another ridiculously intense marketing resource. Really, there are only so many 7,000+ word blog posts we can (or want to) write. Located over at the meshLAB, these projects are not only useful to marketers of all colors, they’re also great showcase pieces. Let’s take a quick trip in the time machine and look at some of those. 2014: We Love Science. In 2014, we created an Interactive Periodic Table of Digital Marketing Predictions. Showcasing our unique ability to custom code just about anything, it