White Papers

Account-Based Marketing Creative Portfolio

Account-Based Marketing Creative Portfolio Learn how global manufacturing and life sciences companies develop strategic messaging that reaches B2B buyers across multiple channels and wherever they are in their buyer’s journey. Our creative portfolio features real creatives designed for unique ABM use cases and ad examples across multiple industries. By downloading...

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...

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...

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,...