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…

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?

Read more

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.

Read more

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.

Read more

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…

Read more

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….

Read more

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…

Read more

Account-Based Marketing / Thought Leadership / 14 Nov, 2022

Give your sales team superpowers with ABX

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…

Read more