Account-Based Marketing / 09 May, 2024

Machine good, man and machine better

AI’s potential impact on marketing, sales and revenue generation is undeniably huge but not without its limitations. “Our technology, our machines, is part of our humanity. We created them to extend ourselves, and that is what is unique about human beings.” Ray Kurzweil, Computer scientist and author When it comes to marketing, sales and revenue…

Account-Based Marketing / 30 Aug, 2023

ABM’s vital role in customer success culture

Once a big contract has been secured, there’s usually a collective sigh of relief across the sales team and the party starts. Then it’s on to the next sales lead. Customer service, meanwhile, deals with any issues as the contract unfolds, with sales getting involved again only as the renewal date approaches. Well, at least…

Podcasts / 25 Jul, 2023

The Human Touch – Are complex digital boundaries dividing your people and customers?

In the increasingly impersonal world of B2B, how can you forge standout customer connections? In the latest episode of our Human Touch podcast, JPC MD Claire Ellis welcomes back ex Vodafone, BT and Ericsson B2B technology marketing specialist Lisa Daniels to discuss how to put the customer at the heart of your business with communications that resonate and spark sales.

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Account-Based Marketing / 23 May, 2023

Overcoming the growing
complexity of modern B2B

As a new report reveals that B2B sales teams are struggling to cope with new ‘buying by committee’ and lengthening sales cycles, JPC’s James Mollard explains why ABM is up for the challenge, but only if you build true ‘man-marking’ activities at the core of your engagement strategies. The B2B sales landscape is getting increasingly…

Account-Based Marketing / 09 May, 2023

B2B marketers shift focus to growth and CX. But how can they deliver?

Growing economic challenges are putting increasing pressure on CMOs to prioritise boosting revenue and optimising ROI. Could account-based marketing help relieve this burden, asks Claire Ellis, Managing Director at JPC?

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Account-Based Marketing / 13 Apr, 2023

What ABM challenges are you facing in 2023?

Whatever they are, you’re not alone. Our own research combined with two recent studies uncover the barriers marketers are coming up against when executing their account-based marketing programmes.

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Account-Based Marketing / Account Cultivation and Growth / 04 Apr, 2023

This time it’s personal – and that’s a must

The gap between the demands of B2C and B2B customers has been closing for some time now, making it increasingly important for B2B marketers to follow their B2C counterparts and take a more human, personalised approach.

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Thought Leadership / 24 Mar, 2023

Are robotic communications killing your sales opps?

The human touch is that little snippet of physical affection that brings a bit of comfort, support, and kindness. It doesn’t take much from the one who gives it but can make a huge difference in the one who receives it.

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Account Cultivation and Growth / Events / 21 Mar, 2023

Doubling up at Mobile World Congress

How we optimised the opportunities to make maximum impact at MWC23 for our clients AWS and JMA. This year’s Mobile World Congress, the world’s biggest connectivity solutions show, presented exciting opportunities for two of our clients to attract the attention of the thousands of visitors that perfectly fitted the profile of potential customers. On the…

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Guest Blogs / 15 Mar, 2023

How framing and the fear factor can drive growth

Taking into account people’s natural aversion to loss and risk when formulating your B2B marketing content strategy can help put key stakeholders under your spell and influence their decisions, says Tim Lennard Commercial decisions almost always include a level of uncertainty, and while this can be reduced by providing relevant supporting analysis and insight, it…

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