How Rural Manufacturers Can Leverage Account-Based Marketing

Posted by Josh Sherretts on Jul 25, 2019 12:13:56 PM

This blog is the third in a series explaining the strategy of account-based marketing and how businesses who are a fit can benefit from this approach.

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Topics: Marketing Tactics, Measuring Marketing, Return on Investment, Sales Pipeline Growth, Sales Alignment, Strategic Planning, Marketing Budgets, Industrial Marketing, Lead Generation, Manufacturing Industry

Benefits of Account-Based Marketing for Manufacturers

Posted by Josh Sherretts on Jun 5, 2019 8:03:00 AM

This blog is the second in a series explaining the strategy of account-based marketing and how business who are a fit can benefit from this approach. Find the first installment here .

In the previous post on Account-based marketing (ABM) we outlined several reasons as to why this approach is a good fit for small manufacturers, but what exactly is ABM and what are the benefits does this strategy yield? ABM is a highly focused strategy that personalizes your marketing efforts around individual prospects and specific companies as opposed to marketing to an industry segment as a whole.

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Topics: Marketing Tactics, Measuring Marketing, Return on Investment, Sales Pipeline Growth, Sales Alignment, Strategic Planning, Marketing Budgets, Industrial Marketing, Lead Generation, Manufacturing Industry

The ROI of Not Doing Marketing Correctly

Posted by Ron Mattocks on Aug 17, 2017 9:43:12 AM

Whenever I see a headline proclaiming the ROI of inbound marketing I am more often than not disappointed to discover that associated content is nothing more than a water downed breakdown of valid, but otherwise meaningless statistics related to factors contributing to ROI. Sure these facts have their place, but for a guy with real-world P&L experience at a Fortune 500 company they don’t necessarily close the gap between conceptual and the bottom line.

One of the reasons for this, I believe, is that some marketers aren’t quite sure what to look at exactly. Cost per lead? Cost per customer acquisition? Sales cycle? HubSpot, in fact, found in their 2013 State of Inbound report that 34% of business cannot or do not calculate ROI from their marketing. To be fair, tracking the ROI of inbound marketing is a difficult proposition that requires both time and consistency, two commodities marketers often have to bargain with upper management to get. Even so, employing an inbound marketing strategy is still better than the alternate ROI of not doing inbound. What’s key is knowing where to plug in the right numbers.

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Topics: Measuring Marketing, Return on Investment, Sales Pipeline Growth, Sales Alignment, Strategic Planning, Marketing Budgets, Lead Generation, Marketing Operations, Marketing Fails

Marketing ROI: Return on Information

Posted by Ron Mattocks on Aug 15, 2017 9:47:19 AM

A while back I heard an interesting take on the true meaning of the Information Age. The premise of the speaker’s argument was that we shouldn’t think of it as the Information Age because there is so much information at our disposal, but instead it’s because we have the ability to pull from that sea of facts and figures only the information relevant to what we are looking for.

This idea is particularly applicable when it comes to Big Data, and for marketers there has been an explosion in the volume, variety, and velocity of data we can access. For companies, like Amazon, that can harness this information and act upon it, they have the upper hand while the rest are left floundering in it.

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Topics: Marketing Tactics, Measuring Marketing, Return on Investment, Marketing Technology, Strategic Planning, Marketing Budgets, Industrial Marketing, Lead Generation, Marketing Operations

 

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