How ABM gave Verizon a strategy for its new ‘growth engine’
Marketing Week PartnerWith a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
With a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
By treating its salons as partners rather than customers, hair care brand Wella continued to strengthen its B2B market leading position last year. To drive further growth, the business is now hoping to build better awareness among its end consumers.
Marketing director Rachel Kerrone says Starling Bank is planning “more impactful” activity this year, after racking up some notable achievements in 2022.
For B2B firms, investing in brand marketing is the best bet in good times, and it’s an even better bet in bad times when the pool of current buyers shrinks from 5% to 1%.
New CMO Kate Thunnissen is on mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
Brand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.
Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
An exploration and analysis of the key internal relationships B2B marketers must foster to be effective.
‘The B2B Marketer’s Best Friend’ series, supported by The Marketing Practice, will investigate how the relationships B2B marketers’ business units such as sales, finance and technology are evolving and where they need to change.
In the first of our new series, A B2B Marketer’s Best Friend, we explore how the relationship between marketing and finance has evolved at software giant SAS.
The cloud software company is focusing on retaining and growing its biggest customers in order to achieve its revenue target of $16bn in three years.
The way B2B brands work with partners such as resellers is fundamentally changing, and driving consistent growth requires something more radical than a business-as-usual approach.
The evolution from ABM (account-based marketing) to ABX (account-based experience) is far more significant than changing one letter on a client presentation. Done right, it can drive greater value from top customers and demonstrate the commercial impact of a marketers’ work, at a time when ROI has rarely been more important. The good news, though, […]
Successful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
Brand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.