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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Account Cultivation and Growth / Thought Leadership / 21 Nov, 2022

What modern B2B buyers want…and how to deliver it

“Yes, studies show how customers’ purchasing criteria are shifting and yes understanding the buyer journey is important, but accepting it and simply servicing it isn’t. It’s the job of sales to disrupt and divert it, introduce new ideas, recognise and overcome bias, and it’s the job of marketing to create the platform and tools to…

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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…

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Account-Based Marketing / Thought Leadership / 07 Nov, 2022

ABM: The Growth Engine

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…

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