by Andi Michlo | Apr 14, 2021 | Account Based Marketing, B2B Marketing, Content Marketing, Sales Enablement, Strategy
Sales enablement is a major focus for many in the business-to-business (B2B) space, with a focus on providing B2B key account sales teams with everything they need to sell. The converse is buyer enablement, which is a shift from making it easier for salespeople to...
by Andi Michlo | Jan 20, 2021 | Account Based Marketing, B2B Marketing, Customer Experience Mapping, Purchase Journey Mapping, Sales Enablement
Creating customer value is a key driver for both business survival and business growth. If we consider that the perception of value is often made up of a lot of variables like product quality, price, customer experience and competing alternatives, to name a few, it...
by Andi Michlo | May 11, 2020 | Account Based Marketing, Audience Personas, B2B Marketing, Client Experience Mapping (CX), Content Marketing, CRM, Customer Acquisition Strategy, Customer Experience Mapping, Customer Retention Strategy, Purchase Journey Mapping
Traditional project, campaign and brief-based marketing work needs to change – particularly in the B2B world, and even more so in a world during and post-Covid19, where the decision-makers are constantly bombarded with a deluge of messaging, plenty of which...
by Andi Michlo | Apr 6, 2020 | Account Based Marketing, Content Marketing, Cross and Upsell Strategy, Customer Acquisition Strategy, Research & Insights, Target Market Mapping
There are a few hard and fast rules you, as a B2B copywriter, need to keep top of mind when putting together a print ad or emailer . For those not familiar with the world of B2B copywriting, it can appear complex and confusing. Follow these simple B2B copywriting...
by Andi Michlo | Jun 25, 2019 | Account Based Marketing, Research & Insights, Strategy
Written by By Alon Fittinghoff B2B marketing organisations adopt Account Based Marketing and Sales (ABMS) strategies as specific targeted accounts are regarded as individual markets in their own right. Any successful ABMS initiative requires both the collaboration and...
by Andi Michlo | Nov 26, 2018 | Account Based Marketing, Brand, CRM
Words by Warren Moss CEO and founder of Demographica The espoused and enacted theory may sound complicated and academic but it has very pertinent applications in real life and, specifically, in B2B marketing. In the context of an organisation, the espoused part of the...
