Demanding Views

Why A Double Funnel Strategy Is A Game-Changer For B2B Marketers

The concept of a funnel is not foreign to seasoned marketers. For years, companies have touted different shapes of funnels, upside down funnels and even the death of the funnel. While the funnel view does not perfectly explain the complexities of the B2B buyer’s journey, it does provide a useful…

May 25, 2018
Written by Ali Biggs, RollWorks

Why Account-Based Marketing Has Failed – And How We Can Fix It

For the last few years, account-based marketing (ABM) has been the go-to solution for B2B marketers who have access to programmatic advertising. It makes sense — ABM represents a targeted approach to digital advertising, and it follows the way in which business development managers typically sell their services. Sales representatives…

May 21, 2018
Written by Dmitri Lisitski, Influ2

Stitching Together The B2B Account Journey: Mapping Leads To Key Accounts

In the B2B world, there is a very real struggle with trying to match individuals (leads) to accounts. With buyers using multiple devices, privacy laws restricting what data can be collected and multiple people involved in the B2B buying decision, it can be nearly impossible for a B2B company to…

May 11, 2018
Written by Anudit Vikram, Dun & Bradstreet

The Reality Of ABM? It’s All About The Contacts

This story originally appeared on our sister publication, ABM In Action.Smart practitioners know that, at its core, ABM is all about people. People still pick up phones, sign contracts and make decisions, so the ability to source high-quality contacts who can serve as decision makers and deal champions is key…

May 4, 2018
Written by John Hurley, Radius

Why Business Development Should Be Focused On Helping Your Partner Win

At the moment, it feels as if our national focus is on winning. Across business, politics and sports, the analysis of every pact, deal, contract or trade boils down to evaluating who walked away the victor. Those involved in deals will spend a great amount of time talking about how…

April 27, 2018
Written by Mike Burton, Bombora

Revenues Stagnant? Ditch The Traditional Marketing Funnel & Embrace Your Better Half

Chief Marketing Officers (CMOs) guide their teams in the development of strategic plans by never taking their eyes of the end goals — revenue, pipeline, market share, share of wallet, etc. Part of the pretext for planning sessions includes exploiting opportunities and helping to address new and burgeoning challenges.

April 20, 2018
Written by Kevin Joyce, The Pedowitz Group

3 Key Areas Where B2B Tech Companies Should Encourage Employee Advocacy

B2B tech companies are fueled by innovation. The common goal is to make the day-to-day easier and more efficient for clients. Everyone involved in operations brings something special to the table and plays a role in improving the status quo — both internally and externally.

April 16, 2018
Written by Tracy Vides

Demanding Views

Why A Double Funnel Strategy Is A Game-Changer For B2B Marketers

Why Account-Based Marketing Has Failed – And How We Can Fix It

Stitching Together The B2B Account Journey: Mapping Leads To Key Accounts

The Reality Of ABM? It’s All About The Contacts

Why Business Development Should Be Focused On Helping Your Partner Win

Revenues Stagnant? Ditch The Traditional Marketing Funnel & Embrace Your Better Half

3 Key Areas Where B2B Tech Companies Should Encourage Employee Advocacy

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