CISO’s your buyer persona? Here’s how to stop annoying them
The most common "buyer persona" I have is the CISO. But I don't hang out with CISOs. Most marketers don't. We hang out with other marketers and complain about sales teams. Obviously 😉
No content? No PPC! 3 Tips for Kick-Ass Inbound Strategy
Here’s an unpopular opinion you didn’t ask for: content is the lifeblood of any successful B2B PPC campaign. Without quality content, your campaigns fall flat, your audience disengages, and your conversion rates plummet. It’s a grim scenario that no marketer wants to face. And yet so many do…
Why Top Cybersec Marketers Are Turning to ABM
It’s a huge task to compete against ~ 3,500 other companies on a daily basis–but that’s precisely what’s happening in the cybersec space. It almost doesn’t matter how many grand campaigns you’re planning, the competition for attention is immense and only those vendors who dare to stand out get noticed. This is exactly why your...
5 Reasons Why Your ABM Campaign Can Fail
We know Account Based Marketing (ABM) works, and studies back it up–companies are observing 84% pipeline growth and 77% revenue growth. But the harsh truth is, some ABM campaigns still fail and they do so spectacularly. Worry not, as we might know how to avoid it, and set you up for success.
Using HubSpot for B2B Account Based Marketing (ABM)
If your sales cycle is longer than 6 months with multiple buyer groups involved, or if your ACV is pretty high but there aren't THAT many opportunities on the market, ABM is for you. And what better place to orchestrate your ABM motion than on HubSpot?
6 steps your ABM strategy should include
Gone are the days of spray-and-pray marketing tactics. B2B audiences are now more discerning, more informed, and frankly, less tolerant of the generic wares of yesteryear. Account based marketing strategy is your tailored response—a direct and personalized approach to winning over prospects. What’s more, it's tried and tested...
Creative Messaging & Testing Like It’s 2024
If your brand messaging process is taking you ~6 months from ideation to rollout across all your marketing and sales assets, stop right now. Your market will have changed by the time you get out of the door. There’s a much quicker and more effective way to do this. Read on.
Why your B2B Marketing & RevOps Need an Audit
There are typically 2 scenarios that push companies to conduct a marketing and/or RevOps audit:
8 rules to rock your B2B marketing campaigns in 2024
At the very end of 2023, along with Airfleet we held The Big Marketing Kickoff, an event during which we’ve spoken about the highs and lows of the past year in the B2B marketing world, and shared our plans for growth in 2024 with an audience of no less than 150 brilliant B2B marketers.
15 B2B marketing events you don't want to miss in 2024
2024 promises an exciting ride and we’ve already got our seatbelts on. You might want to buckle up yours, as we’ve curated a list of 15 B2B marketing events taking place all over the globe that you won’t want to miss. If you work in B2B, especially in MarTech, then here are your chances to fuel your strategies, connect with...