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
Whether it was ancestry.com’s ad that talks about how we are all more alike than we might think (their ad features a room full of descendants of the signers of the Declaration of Independence, or it’s Nike’s ad illustrating how female Arab athletes are breaking through traditional gender stereotypes, there’s a good chance you’ve seen some form of ad that broke from traditionally safe product-focused marketing and caught your attention. This new resurgence of disruptive marketing is important today because—in a culture where “fake news” has become commonplace—it’s key to keep the conversation around social issues top of mind for
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.