We’ll never know if ABM really works, but it doesn’t matter
David van SchaickAccount-based marketing’s necessarily small scale makes rigorously measuring its effectiveness implausible, but all that matters is giving sales teams reason to believe.
How to market to your customers, not just your prospects
David van SchaickSuccessful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
‘Pipeline inertia’: The silent killer of B2B brands
David van SchaickB2B marketers are skilled at generating awareness and driving demand. But if we’re to weather this particular global storm, we’ll all to need to tool up to tackle a growing pipeline problem.
B2B brands must resist the lurch towards short-termism
David van SchaickThe pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.
Sardine fishing in a storm: How B2B marketing will change after the pandemic
David van SchaickB2B marketers must use the current disruption to shift their habits and focus on more effective ways of working and communicating.
Think long, learn fast for effective B2B marketing
David van SchaickSome of today’s most successful B2B marketers have revealed their winning strategies – with honest insights about the speed, agility and timing of campaigns and warnings about the dangers of siloed environments.
The great balancing act: The long and short of B2B marketing
David van SchaickSuccessful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.