Podcasts / 02 Mar, 2023

The Human Touch – Are robotic communications killing your sales opps?

How can we ensure B2B marketing is fit for purpose in an increasingly transactional age? In the latest episode of our human touch podcast, Claire Ellis and her guest, ex Vodafone, BT and Ericsson B2B tech marketing specialist Lisa Daniels, discuss the need for stronger personal connection in today’s hybrid world of work. Drive richer conversations with the human edge.

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Guest Blogs / 15 Feb, 2023

Why unconscious bias holds the key to contract renewal

Tap into behavioural science and ABX to give your business the human edge it needs to retain customers, says Tim Lennard Two factors are working together to make it imperative for enterprise-level technology companies (ELCs) to retain more customers. The shift towards cloud-based consumption models means customers aren’t ‘locked in’ to the degree they once…

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Account Cultivation and Growth / Deal Creation and Conversion / 07 Feb, 2023

Up your bid game now, before it’s too late

Win rates are down, competition is high, and most bids are lost to rival businesses that have made better submissions. No business can afford to let this situation continue, says JPC’s David Gray. The fact that businesses on average rely on winning bids to generate a third of their revenue underlines the importance of getting…

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Account-Based Marketing / 31 Jan, 2023

Is ABM living up to the hype?

As the popularity of account-based marketing continues to grow across B2B businesses, JPC’s David Gray asks if the results are living up to the hype Before we start, consider these two questions: How much does your business spend on marketing a year? And what’s that as a proportion of your total revenue? If it’s around…

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Account-Based Marketing / 25 Jan, 2023

Are you losing business through a lack of ABM experience?

“A skills gap could be holding businesses back from reaping the full rewards of account-based marketing programmes, according to a new study” says JPC’s David Gray. There aren’t many things – if any – you can do well without practice, and practising takes time. In today’s increasingly competitive business landscape, time is a rare commodity….

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Account-Based Marketing / 19 Jan, 2023

Why are marketers growing their ABM spend in 2023?

“A new study reveals the growing popularity and effectiveness of account-based marketing, as well as the need to harness the right expertise to realise the activity’s full potential” says JPC’s David Gray. Compared to all other forms of marketing, ABM remains the number one priority for B2B marketers with the majority planning to increase their…

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Account Cultivation and Growth / Thought Leadership / 10 Jan, 2023

Harness the full power of thought leadership to boost growth

“With 89% of B2B businesses using thought leadership to increase revenues, taking an account-based approach can help your brand stand out in a saturated market, increasing its impact, effectiveness and value, and successfully guiding stakeholders across the buyer journey” says JPC’s David Gray. Clearly demonstrating thought leadership is being recognised as crucial to attaining a…

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Account Cultivation and Growth / Thought Leadership / 13 Dec, 2022

Kill “lead capture” addiction to drive sales

“A focus on the upper part of the purchase funnel could be preventing B2B marketers converting prospects to sales.” JPC’s Growth and Strategy Director James Mollard reveals a route to a more balanced approach to demand generation. Despite believing that resources should be spread equally across the four stages of the buying funnel (create, capture,…

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Account Cultivation and Growth / Thought Leadership / 05 Dec, 2022

Client Inertia: The hidden barrier to growth

“Every one of our clients has a view on their competition. Some of it is formal and in depth. Some of it is simply the tacit knowledge of the people in the front line. All of it is valuable when it’s thoughtfully applied. But What we aren’t seeing are battlecard sets for dealing with client…

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Account Cultivation and Growth / Thought Leadership / 28 Nov, 2022

Uniting sales and marketing to drive success

“It’s never been more important to align these crucial teams, so you can attract, win and grow more business to accelerate your way through the current economic challenges. But where do you start? A new study and ABX offer clues… ” James Mollard – Growth and Strategy Director JPC We’ve emerged from the pandemic into…

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