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
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
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
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
“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.
“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
Why it’s time to supercharge your ABM to attract, win and grow more business. Business challenges are coming thick and fast. Just as we seem to be finally conquering the pandemic and looking forward to accelerating into the recovery, other challenges come flying our way – from an increasingly crowded and noisy marketplace where it’s
A new report reveals the power of account-based marketing campaigns to drive growth and strengthen customer relationships. JPC’s James Mollard summarises the findings… With many companies new to account-based marketing or yet to implement it, there remains an air of mystery around the technique. What is it being used for? How effective are businesses finding
“It’s a standard ABM mantra that sales alignment at the outset is an absolute for the success of a programme but no one seems to be very clear on what that actually means. In our experience getting everyone facing in the same direction and agreeing it’s a great idea simply isn’t good enough. Sales have
What’s a cycling peloton got to do with marketing? It shows why account-based marketing holds the key to securing your next lucrative bid opportunity, says JPC’s James Mollard… Account-based marketing (ABM) and deal-based marketing (DBM) each play vital roles in attracting, winning and growing business, but can bringing them closer together deliver better results? In
With so much coverage now, writing an article on Account Based Marketing (ABM) felt akin to asking your grandmother to suck eggs (She doesn’t? Well she should. Run an ABM programme on her…). Everyone’s ABM’ing it, we have Heads of ABM, ABM specialists, ABM Teams, ABM agencies (yup, guilty as charged). Supposedly ABM – or
Build a winning strategy with an Account-Based Marketing approach You get one shot at articulating your capabilities and convincing a prospective client that they should choose you over some tough competition. Yet, all too often, companies are coming to the RFP table cold. Why? Because, currently the average complex deal has 7 decision makers involved,
