Blog

Increasing engagement is simple, but it’s not easy

When our new customers begin working with their Jabmo Customer Success team, many bring a trove of content; some bring only a little. The idea of coming up with enough content and marketing messaging to maintain the flow of sequenced marketing messages we recommend intimidates many customers. Budgets are tight,...

When a lead isn’t a lead (and when it’s more)

Tav Tepfer, CCO Jabmo It’s taken years, most B2B companies understand that buying and selling have changed dramatically. With purchasing committees approaching an average of 15 members, buying cycles extending beyond 18 months, and digital marketing becoming the most effective way to reach buyers, companies who want to stay ahead...

3PL Businesses Are Evolving: Is Your Marketing Keeping Up?

The 3PL industry arose to help asset-heavy businesses meet the increasingly complex challenges of moving goods around a globalized world. The need for such businesses exploded in the 1990s as the need for retailers to engage in ecommerce layered additional complexities onto logistics operations. Now, with the maturation of Big...

Target Account Selection 101

Marketing Automation Platforms have driven conventional wisdom within B2B marketing over the past decade, leading to an “all accounts are created equal” approach to marketing engagement. If an account has an open opportunity or a lead score of X, they’re typically moved into this email automation flow. This one-size-fits-all approach...

Jabmo Executive Interview: Tav Tepfer

We sat down with Jabmo’s VP of Worldwide Customer Success Tav Tepfer to discuss how her team is working to drive results for Jabmo’s customers and how she sees the future of ABM.   Q: What differentiates Jabmo’s customer success team from others in the field? A: Jabmo takes a...

Leveraging ABM to enhance established content marketing programs

The Content Marketing Institute’s 2018 Manufacturing Content Marketing report surveyed nearly 2,200 marketing professionals working in manufacturing companies to gauge the maturity and success of the industry’s content marketing efforts. 86% of respondents say they use content marketing, and 70% report their content-marketing program has increased audience engagement. Even so,...

ON THE CONTRARY: ABM Shouldn’t Replace Marketing Automation

I speak to marketing executives every day, and some express skepticism about the rapid ascension of account-based marketing. Often, I hear a concern that the growth and proliferation of their email marketing programs, the rise of social media marketing, and the efficiency gains they’ve realized by within these channels through...

Advertising Only Works When You Know Who You’re Talking To

Advertising is easier than ever. With the user-friendly banner-creation tools that are widely accessible today, creating an ad that can reach thousands of people can take less than an hour. This simplicity itself has created a new problem: something so easy to use and access has quickly become overused. As...

Building Products Market: 4 Things to Expect in 2019

New home construction will flatten. After a dramatic recovery following the housing market crash of 2008, U.S. housing starts are expected to flatten in 2019 as millennials delay the purchase of a first home longer than any generation in U.S. history.  Housing prices will continue to rise. As the construction...

ON THE CONTRARY: It’s Okay for Anonymous Buyers to Stay Anonymous

The last decade was defined by marketing-automation tools aimed at unveiling the identities of unknown web visitors, turning them into known contacts, and, eventually, prospects. B2B marketers remain fixated on collecting MQLs they can pass on to sales in order to prove the value of their efforts within their own...

Not-So-Extreme Makeover: Marketing Edition

Every business has a marketing department with its own long-standing challenges, goals, and systems. Altering an existing strategy is nothing to scoff at—it takes time, money, energy, and commitment from employees at all levels. But in 2018, it’s time for change. Research shows that B2B buying has changed drastically over...

4 Trends Impacting the Metals Industry

3D printing is here to stay. 3D-printed parts give manufacturers an unprecedented degree of flexibility in their plant maintenance regimes. In 2018, more plant managers say they plan to invest in on-site 3D printing tech, meaning they’ll have the ability to customize and fabricate metal parts to their own specs...

The Moment(s) of Truth

In a recent webinar with Jabmo and SiriusDecisions, Jenn Grabenstetter from Sealed Air discussed her revolutionary campaign to focus her target accounts on the Second Moment of Truth (SMOT), bringing packaging design decisions into earlier stages of the product development cycle. The SMOT is one of four moments of truth...

The Power of Data

At many B2B companies, the marketing and sales teams may as well live on separate planets. For manufacturers with massive ARRs, dozens of geos, and thousands of employees worldwide, this disconnect seems intimidating to tackle, even as its effects trickle down to prospects. And while more and more innovative manufacturers...

Marketing is everywhere.

That statement can prompt a number of responses: Everything I do and everywhere I go, I’m being chased by promotions and marketing. Really? Huh. I don’t really notice. Yep—and I love it. The things that are important to me are accessible, even things I didn’t realize I needed, which helps...

Jabmo Leader Series: Nick Heys

How well do your major accounts really know you? Recently, a marketing executive at a leading chemicals company told me he didn’t think he would use account-based marketing for his major accounts because his sales teams were “already all over them.” He explained that most of his major accounts have...

Ecommerce: It’s Business And Personal

Today, ecommerce is bigger than ever. In 2017, ecommerce revenue increased by nearly 25%, and by 2022, experts predict it will make up 17% of US retail sales. As ecommerce activity grows in the retail sector, so does the number of stakeholders in B2B purchasing committees, thereby extending the buying...

Competing with Low-Cost Imports

Manufacturing companies report that increasing pressure from low-cost imports are depressing sales and driving down margins. In the 2016 Global Manufacturing Competitiveness Index, Deloitte & the Council on Competitiveness surveyed the landscape of global competition. Some findings: In 2013, manufacturing contributed $1.82 trillion to the US GDP, and $1.76 trillion...

Digital Marketing: Landing the Launch

When it comes to establishing an online presence, the jump into B2B digital marketing can be intimidating. This challenge was no different for Jen Grabenstetter, Executive Director of Global Marketing at packaging-manufacturer Sealed Air. In a recent webinar with Jabmo and Sirius Decisions, Grabenstetter elaborated on the lessons she learned...

Winning the Sale in a Field of Rivals

As manufacturing industry competitors merge to form larger, more powerful companies, rivalry grows fiercer among the remaining players. Your challenge has become not just making and selling great products and services to meet your customers’ needs, but convincing them that in a field of strong competitors, you’re the best. What’s...

The Power of Creative Personalization

“Personalized marketing and advertising is not about sales. It’s about building a relationship with the customer” —Julian Hillebrand   In the new era of B2B selling, marketers face increasing challenges in delivering the right message to the right customer at the right time. While email segmentation has allowed marketers to...

Marketers Getting Back to Business

When did marketing become a niche department, responsible for nothing more than lead generation? Historically, marketing sat at the core of everything: Product: What will we make? Promotion: How will we deliver? Price: What’s our business model? Place: How and where do we sell? I speak with hundreds of marketing...

FAQ: ABM and Manufacturing

The purpose of this blog is to provide a “Q&A” on account-based marketing (ABM), but from the perspective of people that have consulted us about this powerful strategy. As you’ll read in a later section, sales and marketing alignment is crucial for a successful ABM program. This alignment is also...

Clean Eating 2.0: 4 Consumer Trends Impacting Ingredients Producers

Customers will pay extra for a clean label. In fewer than five years, a slight preference for clean, natural-sounding ingredient lists among a specific subset of consumers has grown into a full-out demand. A recent study shows that 73% of consumers are willing to pay more for products that contain...

4 Industry Trends Reshaping the Paper-Packaging Sales Cycle

For cardboard manufacturers, food is fuel. In 2018, food, beverage, and agricultural companies represented the largest customer industry segment for cardboard box and container manufacturers, supplying approximately half of all industry revenue. Online shopping is changing the packaging game. Packaging has become not just a logistics solution, but a marketing...

4 Ways the Plastics Industry Is Changing

The housing & construction boom is driving increased revenue. Though the overall manufacturing industry is in decline, downstream buyers in the construction industry are boosting revenues for plastics manufacturers. Coinciding with this revenue boost however, has come a deflationary effect on prices, yielding lower margins and relatively flat profits. It’s...

5 Big Changes in the Medical & Life Sciences Products Industry

Fluctuating senior populations mean ebbs and flows in medical-product needs. As baby boomers continue to age, the demand for lab and medical products grows. Conversely, over the next couple of decades, members of that generation will begin to dwindle. But the elderly population is expected to double again by the...

3 Ways Fleet-Management Companies Are Differentiating in 2018

Focusing on value, not price. Buying organizations have wised up and are willing to look away from list price and toward the value a fleet company delivers to their organizations. Have statistics about how your fleet program boosts employee retention or your fuel management program detects and prevents abuse? Use...

3 Strategies for Outlasting Commoditization in the Metals Industry

PwC’s Strategy & industry consulting group released a report in 2017 that suggested three ways for metal manufacturers to survive and thrive amidst the increasing commoditization happening within the industry. Strategy’s proposed strategies were for metals companies to position themselves as: Customer-centric innovators: These companies would differentiate themselves by investing...

3 Challenges & 3 Opportunities Facing MRO Companies

Challenges:            E-commerce is constantly creating competition for MRO manufacturers. Comparison shopping doesn’t just mean buyers are finding what they need for less money—it means they’re looking for faster ways to get the best supplies. As more companies acquire and merge, buyers are looking for and finding...

6 Major Disruptors in the Medical Devices Industry

The medical devices industry is changing rapidly, meaning sales and marketing are working overtime to keep up with a new class of buyer who operates within an uncharted set of market conditions. The baby boom has become a healthcare boom. By 2017, the number of Americans ages 65 or older...

What’s in a name anyway?

Quick, name these tech companies that were originally started with different names: Quantum Computer Services Back Rub Tokyo Tsushin Kogyo Auction Web Computing Tabulating Recording Corporation Confinity The only thing constant in technology is change. So, if you haven’t been by our site in a little while, you’ve probably noticed...

5 Wood-Flooring Manufacturing Trends to Watch in 2018

Since 2013, the wood-flooring manufacturing industry has stabilized and strengthened in tandem with the American economy. As construction activity increases, here are 5 trends that wood-flooring stakeholders should keep in mind as they navigate this period of economic growth: Home-improvement spending among consumers is going up. With higher disposable incomes,...

3 Challenges & 3 Opportunities Facing Auto Parts Manufacturers

The market for auto parts manufacturers is evolving, leading to new challenges—as well as new opportunities. 3 Challenges The car-buying boom is predicted to flatten, meaning fewer new auto parts will be needed to fill consumer demand for vehicles. A reduction in volume means auto-parts manufacturers will need to focus...

Your content or your competitor’s?

Gated content is not always the best approach to building relationships Are you in the habit of locking in your high-quality content to force visitors to identify themselves with an email address or other contact details? Traditional marketing philosophy says that approach is critical to collecting highly desirable contact info....

Enough about you. Let’s talk about me.

The dating analogy is probably overused when talking about marketing and sales techniques, but it actually is a useful one to illustrate how not to engage in a mutually satisfying relationship. How many fledgling relationships fail because one person only wants to talk about themselves with seemingly no interest in...

Abundance Marketing

Before the Golden Age of B2B Marketing, we had the Golden Age of B2B Sales. Sales was king because they controlled information, and the best salespeople figured out how to trade information for access to power. “You want a demo? Then we expect a conversation with your boss.” For many...

Five Tips for Winning the Manufacturing Customer in 2018

You’ve probably already heard about the ‘new buyer’ and how the world of B2B has changed more in the last 5 years than ever before. But what does this really mean and why does it matter? Below we’ve combined the biggest challenges in B2B marketing with tips on how to...

The missing link in your B2B channel strategy

Impact your customer’s customers directly – and precisely If you are in a manufacturing industry it is becoming increasingly difficult to reach, connect with, and ultimately convince the end-buyers. It is actually getting worse than you may realize. Much worse. Commoditized products and services We all know that buyers have...

Reading Digital Body Language

The journey of the B2B buyer has changed radically over the past few years and smart marketers have started to use this to their advantage. These days B2B companies can use marketing tools to predict which customer company will actually buy by learning how to read their “digital body language.”...

ABM vs. Inbound

Although you may think so, inbound marketing and account-based marketing are not mutually exclusive. Both, when done correctly, have as a core principle to provide personalized, relevant messaging and high-value content to prospects. But there are differences. When you are targeting a large, widely diverse group of companies, it may...

Enter the Golden Age of B2B Marketing

Rolf Andersson reminds me of the white-bearded-version of Ernest Hemingway. Rolf has written copy for B2B companies for the last fifty years and has seen B2B marketing go from an afterthought to the most strategic division in big B2B companies. When I sat with him recently in his high-rise office...

Real-time customer insight, B2B: Nurture your prioritized accounts 24/7

Today, traditional marketing research rarely seems to fit in with the accelerating pace in B2B marketing and sales. It is simply too slow. Fundamental customer needs and priorities may not change that fast, but business communication and interaction do. Fueled by never-ending digital information flows, your customers’ internal dialogues evolve...

The Salesman in the Gloaming

The tragedy of the salesman Shelley “The Machine” Levene, the sympathetic figure played by Jack Lemmon in David Mamet’s Glengarry Glen Ross has never been more relevant. In Mamet’s play-turned-movie, Shelly can’t close anymore and splits his time between excuse-making and complaining until, through a combination of his desperation and boss’s...

3 Key Figures to Understand how Industrial Buying has Changed

The chaos of B2B buying in today’s business landscape is creating more new challenges than ever before for manufacturing companies. In three figures, we tell the tale of how industrial buying is changing and reveal how you too must adapt in order to survive and thrive. 16 months is now...

Sorry, Your Sales Team is Too Late

How ABM can help them catch up and win Do you really want tangible results from your B2B marketing? Then, focus on the accounts that your sales reps have a realistic chance to close in the foreseeable future. Unfortunately, these accounts are no sitting ducks. Long before they even showed...

Becoming Laser Focused

Magic is made when Jabmo helps a packaging solutions provider seal the deals. We talk to Jenn Grabenstetter, Executive Director of Global Communications for Product Care at Sealed Air. Where is Sealed Air in the digital marketing journey?                         ...

Publishing Killer ABM Content

Are you really interesting enough? Big deals mean big decision-makers and qualified influencers. To stay on top in their respective industries and professions, these people are very selective when it comes to information and sources. Most of the content offered will be rejected at first glance, along with the sources...

B-to-Big B is Personal too

What can we learn from Amazon? Key Account Management is a vital part of B2B-selling organizations, and KAM sales typically make up a major share of their revenues. Many people are engaged on the buying side, and there are a number of personal and digital touchpoints along the buying journey....

How to Build Customer Consensus

Set the agenda and help it grow Every working day the people in your key accounts discuss your products or those of other sellers. They communicate with each other, without you, through emails, group meetings or internal memos. And, in a more laid-back mode, in the corridors or around the...

Catching anonymous buyers

Your easiest win in B2B sales and marketing It doesn’t matter what industry you are in: Right now, many of your current and potential customers are looking for relevant information on your website. More specifically, they want content relevant to their business or profession. The problem is that you have no...

Does Marketing Automation Have a Place in the World of Anonymous Buyers?

Introduction B2B marketing has embraced digital, leading to the adoption of marketing-automation tools that can save money on repetitive tasks. But they’re no panacea: they only reach the less than 5% of buyers who are known to you—not the thousands of anonymous buyers who are researching your offering right now....

The Challenges Facing Today's Global B2B Marketer

The world of B2B Buying has changed beyond recognition in recent decades. Today’s “hyper-aware” buyers do most of their research online—silently and anonymously—creating real challenges for marketers. Account-based marketing and advertising can meet these challenges—powerfully reaching anonymous buyers—and allowing you to close more, higher-value sales. B2B marketing: a rapidly changing...

Why "Do Nothing" is no longer an option for B2B Marketers

What’s the new norm? Change is. Heard that one before? Probably. But if you’re a B2C marketer, you’ll know how true it is. And the B2B world—once considered the “quiet man” of digital marketing is no exception. The real driver is the sheer volume of information out there. B2B buyers...

5 Reasons to Choose Jabmo as your Partner for ABM

We’re Jabmo. Here’s Why We’re Different. If you are reading this, the chances are pretty high that you already know the value of Account-Based Marketing. As a formal process supported by technology, it has only been around for a few years, but 90 percent of marketers already call ABM a...

What is Account-Based Marketing 2.0?

Account-Based Marketing Account-Based Marketing is an approach that dedicates marketing resources to a list of specific accounts. It is a discipline that requires understanding target account behavior and engaging with timely, relevant and personalized communications. Account-Based Selling Account-based selling is an approach that dedicates sales resources to specific accounts in...

Account Awareness: Revenue Navigation for B2B Sellers

Today’s marketer is under immense pressure to perform and demonstrate real business impact. Inside sales want more leads, field sales want better leads, account management wants deeper engagement and the C-Suite wants more revenue now. Today’s B2B Buyer has more access to information on products and services than ever before, and...

Does your Website have Prosopagnosia?

There’s one salesperson on your team who is always available, always ready to respond to prospects, has been around for a long time, and has a lot of content. Not surprisingly, it's your number one salesperson, used by every prospect, and never goes on their Club trip. Unfortunately, that sales...

Successful ABM: 10 Guidelines

According to 85% of marketing directors questioned, Account-Based Marketing is the strategy that delivers the best return on investment (Source: ITSMA 2016). What’s stopping you from making the switch? 1. Select your target accounts Target accounts could be prospects your business is particularly keen to attract. It could also be existing...

Account Expansion with ABM

I’m willing to bet every time you order that double bacon cheeseburger, and the smiling teen asks the infamous “Would you like fries with that?” you cannot resist. Despite the fact that you promised you would start watching your weight, as soon as the fries are put into the equation,...

ABM, Complementary Leverage for Marketing Automation

Marketing automation alone does not generate enough qualified leads. Automated emails sent to leads who filled out a web form on your website simply don’t cut it any more. In fact, 95% of visitors leave a website without filling out the online form and more than 80% of marketing e-mails are...

Account-Based Retargeting: A Powerful Strategy for B2B Marketing

Account-Based Retargeting (ABR) is a new and very efficient B2B strategy for acquiring target prospects, and for strategically up-selling to your existing accounts. First, by pooling data collected by your sales and marketing teams, it becomes possible to identify the target accounts that visit your website. Then, by analyzing these target accounts, it is possible to determine...

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