B2B sites have the opportunity to engage buyers for the long-haul that many of their customer journeys require, but few rise to the challenge, finds Forrester.
The new ABM order consolidates your more conventional marketing segments (industry, product/solution, marketing channels, etc.) into one living and breathing target of focus. In essence, each one of your accounts is a nation on its own, made up of individual citizens available to you in the form of company contacts. From here on, we marketers know that to get ahead of our competition and target these accounts and contacts effectively, we must “obsess” about the language of our customers. So let's get down to business.
Trying to figure out what your approach should be in B-to-B social media groups, or how to craft your lead nurturing e-mails so they strike the right tone that gets and keeps your audience's attention? Maybe you could use some content marketing ideas or even good old-fashioned advice on generating additional sales from your existing customer base.
B-to-b marketers tinker with online channels, watch social media emerge and fret over fitting it all into a marketing mix dominated by conventional approaches. As the current recession continues through 2009, a company’s marketing mix must produce sales-ready results using less expensive channels.