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B2B key account sales teams: Seven ways to enable them

B2B key account sales teams: Seven ways to enable them

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...
B2B CMOs need to be a little bit braver, bolder in 2021

B2B CMOs need to be a little bit braver, bolder in 2021

by Sabrina Forbes | Jan 6, 2021 | B2B Marketing, Brand Strategy, Content Marketing, Strategy

In light of what went on in 2020, it’s no surprise that so many B2B marketers have been making safe choices. There’s been plenty of consolidation, a fair amount of contraction and a lot of maintaining the status quo. But the trend I’d really like to...
The case for creativity in B2B marketing

The case for creativity in B2B marketing

by Sabrina Forbes | Sep 9, 2020 | B2B Marketing, Content Marketing, Creative, Design, Strategy, Target Market Mapping

There’s a perception that business-to-business (B2B) marketing is quite boring – and definitely not as sexy as business-to-consumer (B2C) marketing. Some might believe there is no creativity in B2B marketing. Where are the huge television commercials (TVCs)? What...
The Future of B2B Events in a post-Covid-19 world.

The Future of B2B Events in a post-Covid-19 world.

by Andi Michlo | Aug 25, 2020 | Account Based Marketing, B2B Marketing, Client Experience Mapping (CX), CRM, Customer Acquisition Strategy, Customer Retention Strategy, Strategy

When events are permitted in future, will large-scale ones be the best way to reach B2B audiences and generate sales? What does the future of B2B events look like? The future of B2B events – the before Pre-Covid-19, the B2B marketing world was awash with...
What makes B2B marketers great?

What makes B2B marketers great?

by Sabrina Forbes | Aug 16, 2020 | B2B Marketing, Brand Strategy, Customer Experience Mapping, Strategy

Strong Business-2-Business (B2B) marketers are a rare breed. I’ve met many of them globally and over the years I’ve noticed a few characteristics that sets the strong, talented and effective ones apart from the rest. In order to analyse what makes them...
Account Based Marketing and its future in B2B marketing

Account Based Marketing and its future in B2B marketing

by Andi Michlo | Mar 8, 2020 | Account Based Marketing, B2B Marketing, Client Experience Mapping (CX), Content Marketing, Customer Acquisition Strategy, Customer Retention Strategy, Sales Enablement, Strategy

Account Based Marketing can be best defined as a structured and strategic approach to treating individual accounts as a market in their own right. This isn’t revolutionary, but neither is Account Based Marketing itself. Companies have been practicing ABM for...
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