Channel | Demand Gen

Is your company ready for the new year? The Borenstein Group shares the Top 10 digital marketing trends you need to know now to be ready for a happy 2017.

In the world of enterprise B2B lead generation, the relationship between sales and marketing is often fractious.

Regardless of your ABM approach, targeted, clean, accurate and shared account and contact data is required to make ABM work at all, let alone work well.

Account based marketing (ABM) is no longer just an option. It is a critical component of every B2B marketer’s toolbox.

Falling into traditional, lead-focused marketing and sales tactics is easy when spinning up an ABM strategy, but it’s important to remember ABM is the antithesis of classic lead-generation programs. How do you fight the temptation to revert to the norm? You focus on value on a more intimate scale.

Too often in marketing, chaos and friction is the order of the day. Why? Success is impeded by too many channels to manage, a lack of resources and increased pressure to prove ROI.

A go-to-market strategy has helped the marketing team at global recruitment outsourcing firm Cielo take a more significant role in generating revenue for the organization.

Significant time and resource is spent to get brand strategy right. But too often, leaders aren’t investing enough effort thinking about how to operationalize the new brand across the organization.

There are different account based marketing (ABM) models that apply based a company’s customer base and needs.

Why is (ABM) so hot? More and more companies know that while B2B marketing still has a place for B2C-style branding and awareness, demand gen is vital.