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?
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...
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...
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...
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.
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...
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...
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...
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...
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...