She’s Lost Control.
And she screamed out kicking on her side and said, I've lost control again. And seized up on the floor, I thought she'd die. She said I've lost control She’s Lost Control, Joy Division Prior to the virus, a growing problem for manufacturing marketing leaders was helping their...
Gartner
Get hard-to-find insights and advice to plan, manage and execute a winning marketing strategy from Gartner for Marketing Leaders. Read Articles Here
Forrester
Forrester ABM Research Read Forrester’s insights on account-based marketing (ABM), from trends to best practices.
ABM & WFH.
By Mark Durante, Director of Engineering at Jabmo Written while working from home in Paris, France Updated May 6th, 2020 Over the last couple of months, we watched the COVID-19 pandemic change the way companies buy and sell around the world. Trade shows, events and travel were abruptly cancelled, and...
The 80/20 Rule in Account-Based Marketing.
We’ve all heard variations on the Pareto principal. 80% of your results come from 20% of the effort. 80% of sales come from 20% of your customers. You get 80% of your marketing engagement from 20% of your accounts. The Virus has forced most of us to review our sales...
COVID-19
Written from confinement in Paris, France By Nick Heys, March 19th, 2020. The COVID-19 pandemic has derailed lives around the world. When this is all over, the world will be a very different place. Today, B2B marketers and sales professionals are facing an unprecedented challenge. Last week, I talked with...
The Chaos of Buying in Manufacturing
B2B buying has changed more in the last five years than any time in history. Your buyers are more numerous, more digital and more demanding. They do anonymous research and want it to stay that way. What does that mean to you? All these lengthen sales cycles and ultimately, damages...
SiriusDecisions Defines and Measures B2B Buyer Engagement
Why Read This Report? "B2B marketing organizations are increasingly focused on supporting the entire buyer’s journey instead of just handing off potentially interested leads to sales and moving on. But the metrics that marketing uses to help understand its contribution, beyond sourcing leads, are still catching up to this new...
Jabmo named a leader by Forrester in ABM New Wave report
Why Read This Report? This report details Forrester's findings about how well each ABM Platform vendor scored against 10 criteria and where they stand in relation to each other. B2B marketers can use this review to select the right partner for their ABM needs. "Jabmo leads with a broad offering...
Demand Gen Report: Manufacturers Extend Digital Transformation to Sales & Marketing
The old way of selling in the manufacturing industry was quite simple – manufacturers made competitive products in a cost-effective manner and sold to as many customers as possible. But the digital transformation has changed everything. While the use of technology and automation has advanced product operations, the process of...
The CMO's Guide to Account-Based Advertising
Today’s world of selling requires understanding and communicating with the self-educated-buyer. Your buyers expect you to know their business, but refuse to speak to your sales team until they’ve almost made their final decision. They research anonymously, expect personalized content and consult with multiple decision makers. This makes the sale increasingly...
The New B2B Buying Cycle
As a result of the buyer’s self-sufficiency and anonymous activity, it has become harder to influence the buying journey and decision. In order to be truly effective, B2B sales and marketing operations need to understand that the new buyer – born into the brave new digital world – has changed. Embrace...
The KPIs of Account-Based Marketing
New methods, fresh outlooks, and key pointers! By concentrating sales and marketing resources on a list of target accounts, ABM significantly changes the way you evaluate the performance of your B2B marketing. It’s no longer enough to have a purely quantitative approach aimed at booking the highest number — more...
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,...
The Analysts Have Spoken: Invest in ABM
The verdict on account-based marketing is in: industry analysts are advising customers to invest in ABM in 2019. The reason? The data is clear—B2B companies using ABM to reach target accounts are seeing the results in their bottom line. Interested in learning more? We’ve collected our own data with the...
Fewer Targets, Deeper Knowledge.
When it comes to Account-Based Marketing (ABM), quality trumps quantity every time. In this infographic, you'll discover why focusing on your buyers first is crucial; and how to reach and impress them whilst getting the most out of your marketing spend. Interested in learning how ABM affects your marketing channels?
Stable Market, New Buyers: ABM in the Paper Packaging Industry
With annual revenues reaching almost $66B and the proliferation of e-commerce, the paper and packaging industry shows no signs of slowing down. Packaging is no longer limited to transporting goods, but also plays a significant part of the buying experience, informing consumers’ opinions of what they have purchased and who...
Putting the Pieces Together: ABM and MRO
Improving economic conditions are leading to a slow but steady recovery in the Maintenance, Repair, and Overhaul (MRO) industry, with industrial equipment manufacturers responding to the increased demand for services. Nevertheless, original equipment manufacturers (OEMs) remain a key player in the market through competitive leverage of intellectual property. Further, a...
Formulating Success: ABM for Specialty Chemicals
The specialty-chemicals industry is expected to reach a whopping $470B by 2020, with specialty coatings comprising over a quarter of the market. R&D is responsible for driving much of this industry growth and profitability, but it has also fueled increased merger activities and specialization. Several challenges have arisen in the...
The Psychology of Marketing
Understanding the neurological inputs that trigger memory, recognition, and positive association can help marketers unlock a more successful marketing strategy. Join our Jabmo ABM experts, Bridget Sicard, ABM Manager, and Andre Johnson, ABM-Solutions Consultant, as they discuss the psychology of marketing and how you can apply these principles to increase...
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...
5 Trends Impacting Marketing Innovation in the Food Industry
As consumers get choosier and buyers more deeply segmented, food and ingredients production companies are turning to ABM to communicate differentiated marketing messages that speak to the unique needs of specific accounts and audiences.
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 more...
Trends Impacting Buying in the Life Sciences Industry
The life sciences industry is undergoing significant changes, so it’s no surprise that marketing to industry buyers must change too. SOURCES [1] PwC. Global top health industry issues. Defining the healthcare of the future. [2] Deloitte. 2018 Global life sciences outlook. Innovating life sciences in the fourth industrial revolution: Embrace, build, grow....
Buying in the Specialty Chemicals Industry
As buyers seek increasingly specialized product formulations from specialty chemical suppliers, those suppliers must reach decision makers within their target accounts earlier than ever in order to ensure their formulations are included in product design specifications. ABM is helping specialty chemical companies reach the influencers that matter.
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...
ABM for Electronic Components: Next-Level Marketing to Reach the Anonymous Buyer
The market for electronic components in 2018 amounted to $42.3B, with exports accounting for $7.7B. Although annual growth decreased by 1.4% between 2012 and 2018, the industry is anticipated to grow slightly at 0.7% annually until 2023, and imports are projected to rise 1.8%. Increasing computer ownership around the world...
ABM Lifts All Channels
A well-managed ABM campaign can increase the efficacy of all marketing channels by increasing target account awareness during early-stage phases of the buying cycle. Here are the results achieved by one Jabmo customer.
ABM Connects Medical Device Marketers with Their Changing Buyers
The medical device industry has undergone significant changes in their sales and marketing departments. From changing regulations to the emergence of powerful Group Purchasing Organizations (GPOs), industry marketers have been forced to adopt new tactics and processes to reach increasingly unreachable decision makers. Leading medical device companies are turning to...
The Business Impact of Account-Based Marketing
Many of today's manufacturers have yet to adapt to the chaos in B2B buying. In addition to longer sales cycles, the new breed of B2B buyers are increasingly digital and refuse to engage until the very end when it's time to negotiate price. Without knowing who their top accounts are,...
Personal & Relevant Webinar
There’s no denying that the way companies did business 5 years ago is worlds apart from today’s B2B buying experience. As the sales journey becomes increasingly digital, companies can’t afford to deliver the same marketing experience to the unique individuals across different industries and accounts. A generic marketing message has...
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...
ABM Keeps Aerospace Parts Companies Soaring
Aerospace parts companies have more opportunity than ever to add tremendous value for their customers, but finding the buyers responsible for purchasing decisions is also more difficult than it has been in the past. Large, cross-functional buying committees are doing anonymous research online long before they decide what to include...
Reaching the New Healthcare Buying Committees
Today’s $42.8B medical device industry has been largely impacted by massive consolidation, which has led to four of the largest medical device companies in the U.S. making up a whopping 73.2% of the market. While merger and acquisition (M&A) has helped companies stay competitive, scale up, diversify and innovate, it...
Electrical Products Manufacturers Secure Contracts with ABM
As a result of continuous technological innovations in electrical-product design, and the ever-changing industry regulations and building code, industrial electrical products manufacturers face unique challenges when confronting their marketing strategy. Traditional marketing methods are incompatible with the industry landscape, as they are often not informative nor consistent enough to engage...
Striking Oil: Drilling Equipment Manufacturers Break Through to New Buyers
Oil and gas equipment manufacturers have undergone significant changes to the way they sell their products and to whom. Buying committees have grown in response to more complex products and technologies, and oil and gas manufacturers find themselves struggling to reach these new buyers while responding to changing economic conditions...
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...
Jabmo: Industrial-Strength Account-Based Marketing
Jabmo's powerful platform is built to enable manufacturers to take their marketing efforts to the next level. Learn how the platform works—and how it can turbo-charge your B2B marketing program.
ABM in the Fleet-Management Industry
In the fleet-management industry, employees are the ultimate decision makers, but it's the companies who write the checks. Today's leading fleet companies are challenged to influence the vehicle-selection decisions of drivers while primarily doing business with their employers. Regulations prevent fleet companies from having direct contact with drivers. But some...
Get Known for New Things: ABM in the Building-Products Industry
Smart-home technologies are moving into commercial and industrial buildings, and building-products companies known for more traditional product offerings are challenged to market these new product lines to existing customers and prospects. The housing boom is driving rapid growth in the building-products industry, and, like many B2B companies, building-products manufacturers struggle...
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...
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...
Influencing User Choosers with Account-Based Marketing
The new, anonymous and digital buying journey in the automotive industry is alienating and distancing car manufacturers and distributors with buyers. Middle-men, or “gatekeepers,” like Carwow are hindering communication between car manufacturers and importers of the deal. These broken linkages are also making it more difficult to pick up on...
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 serve...
Getting Known for New Things through Industrial Account-Based Marketing
Account-based marketing (ABM) is catching on amongst innovative marketers and changing the rules of B2B marketing as we know them. ABM provides leading manufacturers the opportunity to tackle today’s biggest challenges in B2B marketing. This one-hour webinar features Bob Peterson, Research Director for account-based marketing at SiriusDecisions, Jenn Grabenstetter, Executive...
Beyond Lead Gen
The data tells a compelling story about how your customers are really shopping. How much are you willing to sacrifice for a MQL? Sources: [1] Forbes [2] Think with Google [3] DemandGen
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...
Specialty-Chemicals Manufacturers Capture Value with ABM
The specialty-chemicals industry faces unique sales challenges that continue to evolve along with their customers' buying preferences. The industry is expected to nearly double by 2025, but to feel that growth, manufacturers of specialty chemicals must secure continued sales from their existing customers while targeting new accounts. Because a large...
Leveraging ABM to Educate the CPG Industry
The rise of online shopping has revolutionized consumers’ buying experiences, and consumer packaged goods (CPG) companies are considering how to make sure their products stand out to their buyers without relying on shelf appeal alone. In addition, new product shipping realities mean the durability concerns surrounding product packaging are now...
Value-Based Marketing for Manufacturers
Emerging technology is helping manufacturers deliver value to their customers in new, revolutionary ways. Their marketing activities need to keep up with those production capabilities. Sources: [1] The Future Of Manufacturing Technologies, 2018. Forbes. [2] 5 Manufacturing Trends to Watch in 2018. Association of Equipment Manufacturers. [3] Top 10 Predictions for Global Manufacturing...
ABM Gets Non-Asset-Based Logistics Companies Moving
Where logistics companies may have once focused primarily on how their products and services could reduce costs for their clients, the proliferation of available services—and the depth of their reach—now provide added value to clients’ businesses rather than simply cutting their costs. Logistics companies are working overtime to educate existing...
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...
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...
ABM Helps Powder Metallurgy Companies Reach New Buyers
Advances in 3D-printing technology have created new opportunities and uses for powder metallurgy, allowing engineers and designers to print on-demands parts on site. For powder metallurgy manufacturers, this means they're now tasked with reaching a whole new set of buyers. Reaching these buyers comes with increased difficulty because B2B buying...
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...
Buying Changes in the Oil and Gas Industry
You used to be able to sell products to people you know. Now you have to sell solutions to teams that you don’t. Dealing with new cost pressures and unprecedented fluctuation in oil prices, companies in the petroleum business are having to find new ways to position themselves to sell....
Electronic Components: A Changing Market Requires a Change in Marketing
5 ways the industry is changing and what that means for marketers in the electronic components industry. Source: [1] IBISWorld Industry Report 33441b
Marketing Medtech for the Value-Based Buyer
Medtech and pharma buyers are moving away from price- and features-based purchasing decisions and toward more holistic value-based purchasing models. Marketing messages to these buyers must be more complex, sequenced, and relevant in order to tell an effective, value-focused story. Sources: [1] Deloitte 2018 Global life sciences outlook [2] BCG, Why Every...
The Race Is On for High-Tech Products Companies
With R&D expenditures growing and an increasingly global customer base, it's more important than ever for high-tech companies to convey holistic value to their target accounts. Sources: [1] Active Electronic Components Market Research Report- Forecast 2022. Market Research Future. [2] Strong Demand in Electronic Components Expected Through First Half of 2018....
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...
ABM for Electrical Products
The electrical-products market has grown increasingly complex, but sales and marketing can still be simple. This infographic lays out 5 easy steps marketers can take to implement an effective ABM program for electrical-products manufacturers. Sources: [1] IBISWorld Industry Report 33441a [2] IBISWorld Industry Report 33531 [3] White Paper: The Chaos of Buying in...
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...
Fleet Management: Emerging Consumer Demands & How to Meet Them
Sources: [1] Fleet management in Europe: Growing importance in a world of changing mobility. Deloitte. [2] 3 Ways Fleet-Management Companies Are Differentiating in 2018
Marketing for Specialty Chemical Companies: Issues to Watch
Buyers in the specialty chemicals industry are impacted by a variety of important factors. Chemicals marketers can use ABM to show these buyers they understand the issues that impact them and are ready to help. SOURCES: [1] Safer States Bill Tracker for Food Packaging [2] 2018 Global chemical industry mergers and acquisitions...
Educating B2B Customers through ABM: IIoT Equipment Implementation
As the industrial internet of things (IIoT) is rapidly remaking the modern manufacturing facility, plant operations professionals remain plagued by the same key concern that has been top-of-mind for decades: equipment downtime. The evolution of supervisory control and data acquisition (SCADA) was revolutionary for industrial operations, but implementation and networking...
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,...
Forming Stronger Relationships: 4 Priorities for 3PL Companies
It's all about connection. With higher expectations than ever, shipping clients expect more than just proper execution from their 3PL companies—they expect a relationship. Check out this infographic to learn how 3PL companies can build strong, enduring relationships with their clients. Sources: [1] IBISWorld Industry Report OD5504: Third-Party Logistics in the...
Oil & Gas Machinery: 3 Keys to Successful B2G Marketing
Oil and gas manufacturers have a critical opportunity to gain a larger market share by selling to government buyers. This infographic lays out the 3 key concepts to remember when tailoring a marketing strategy for public-sector prospects.
Out with the Old: ABM for MRO
MRO manufacturers are integral in the continued operations of their customers’ facilities and products. Their product lines are varied, serving numerous diverse business needs across a broad spectrum of industries. Messaging the right products and services to the narrow band of target accounts for whom they are relevant is a...
Food for Thought: ABM for B2B Ingredients Companies
The consumer trend toward “clean ingredients” means product reformulations for food processors, often translating to recipe overhauls and costly downtime. In response, inventive smart-ingredients manufacturers are creating clean substitutes that can be easily added into existing recipes with minimal disruption. But how can these companies best educate their customers? In...
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...
GDPR: Ignorance of the law is no excuse, but compliance isn’t the end of the world
Probably no IT-related deadline since Y2K has loomed as large as the impending implementation of the GDPR, the relatively benign-sounding acronym for the EU’s General Data Protection Regulation. Some, but likely not many, marketers have had their countdown clocks set to May 25, 2018 for a few years now (indeed...
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
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...
ABM Impact Analysis
Although not an entirely new concept, Account-Based Marketing (ABM) is gaining traction in B2B marketing as it adapts to the new buying cycle, and the "new buyer" in particular. According to ITSMA, almost 85 percent of marketers who measure ROI describe ABM as delivering higher returns than any other marketing...
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...
B2B? Then don’t measure like B2C!
Posted by Erik Annerberg on April 6, 2017 (accountbasedmarketing.org). Have you ever received an automated email where the subject line says something like: "Hi Erik! You know that you can get more clicks on your ads by increasing your budget! " No shit, Sherlock. What bothers me about this type of...
Why Doesn’t the Sales Department Follow up on our Leads?
Posted by Erik Annerberg on March 30, 2017 (accountbasedmarketing.org). A little more than a year ago I met a marketing director at a global company that was tasked with looking into the company's "leads-to-business"-process. She found that, despite their efforts, mainly through marketing automation, the revenue of the company did not...
Change of Pace, B2B
Posted by Rolf Andersson on 28 March, 2017 (accountbasedmarketing.org). The main difference for sales and marketing directors now in comparison to earlier can be summed up in one word: speed. A term such as online strategy is, roughly speaking, excessive these days as almost all strategy is driven by the...
Inbound Marketing or Account-based Marketing?
Posted by Erik Annerberg on March 23, 2017 (accountbasedmarketing.org). During the past decade, inbound marketing has become one of the leading B2B marketing strategies for demand and lead generation. But while inbound marketing closes in on the middle age, in "Internet years", the wrinkles are starting to show. Is account-based...
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...
You Had Me At Hello : Website Personalization that Makes a Great First Impression
People who are enthusiastic, welcoming, friendly, and engaging often create a great first impression. Why should websites be any different? They are as much responsible for forming a potential customer’s first impression of your company as a face-to-face meeting would be. Website personalization can certainly help you achieve this good first...