What is Account IP Targeting and why Account-Based Advertising?
Average buying centre size in companies with 1.000+ employees consists of over 30 employees. On such a scenario, how should Sales and Marketing work together to close the big deals? What is Account IP Targeting and why B2B Display Advertising can help? How do you make sure you score 20/20 on Awareness, Confidence and Trust? […]
B2B finds a new growth model with Account-Based Advertising
As budgets are scrutinized and with marketers needing to show business value: how much credit should go to B2B Display Advertising as a contribution to revenue? Common sense and empirical evidence show that advertising has a big impact on expected margins, loyalty levels and customer trust. However, brand building is a long-term strategy that just […]
Philip Gosney, Head of Global Marketing at Maersk Drilling, on using Account-Based Marketing Campaigns for non-scalable marketing
On the latest Agency Dealmasters podcast, Philip Gosney tells us of his fascinating journey from the legal profession into marketing. He is now running the global marketing for Maersk, the multibillion dollar drilling company. Listen to this podcast to hear how Gosney took Maersk from having a non-existent marketing strategy to running some of the […]
Why successful B2B companies invest in share of voice marketing (SOV)
Have you ever tried to close a sale on an existing customer, only to hear the disappointing news that they chose to go elsewhere? In B2B, you need to ensure your share of voice (SOV) is above your Share of voice (SOV) to keep sustainable growth. The Share of Voice marketing rule has been in […]
Top 5 Benefits of Intent-Based Marketing in the B2B World
Digital channels are revolutionising the way B2B customers consume content and make decisions. Old advertising models no longer meet the needs and challenges of B2B companies. That’s why intent-based marketing has become the go-to solution for marketers who want to get their brand in front of the right people in the right context. In this […]
How to maximise your return with targeted b2b marketing
It’s difficult to remember a time before digital and content marketing. Thankfully, those days are long gone. Nowadays, we have the ability to reach and engage target audiences through various online channels such as website, social media, and email. It’s no surprise that digital and content marketing have become so popular, they offer cost-effective and […]
Christopher Engman discusses ABM, Megadeals and the evolution of IP targeting
Having started in ABM in 2007, Christopher Engman has more than earned the title of ‘the Father of ABM’. His book Megadeals cements his reputation as an ABM leader even further. He’s been personally involved in hundreds of B2B deals, a number of which exceeded multi billion pounds. Christopher Engman’s Megadeals Advisory assists scaleups and […]
Why Account-Based Advertising Really Works
The Essential Read for All Companies Embracing B2B Display Advertising and Programmatic B2B. All you need to know about the value of branding in B2B in a concise report: “The 5 principles of growth in B2B – Empirical Observations on B2B Effectiveness”
Why Programmatic B2B is Essential for Account-Based Marketing
When it comes to B2B , the buyer-seller relationship isn’t always the easiest to manage. The days you could close a sale by working just with one individual are gone, now it is all about marketing and sales influencing a large group of people.
B2B display advertising metrics to pay attention to
Do you know what metrics are worth paying attention to with B2B display advertising (ABA)? How do you keep track of what’s performing well or poorly so you know what to improve on, or leave out in your next campaign? Here, we delve into the heart of the metrics that make a difference and guide […]
