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Why I Coined the Name “ABX” to Replace ABM, and Why I’m Happy to See it Adopted by the ABM Community
It’s terrific to see that some of the major players in the account based marketing (ABM) technology space such as Demandbase and Marketo are starting to use the term “ABX”. I coined the term back in...
Let’s Call it Relationship Generation Instead of Demand Generation
Here are some thoughts about why at least thinking about the whole process as “Relationship Generation” – instead of Demand Generation — will lead to better results.
The Best Buy success story is a case study I taught MBAs in two classes. Here’s why:
The Best Buy success story is a case study I taught MBAs in two classes: International Business, and Leadership Skills. Now, former CEO Hubert Joly has updated the story in his new book, "The Heart...
Deliver Value in the Right Way, Right Now
COVID has forced organizations to change the way they deliver customer value. They've had to adopt digital and virtual customer contact points to replace in-person ones. Some companies are already...
Your Customers Need the Value You Provide Right Now. Make Sure Your Teams Are Aligned First.
We’ve navigated through crises before. This is different. Make sure you’re taking the right steps to provide value by spending the time to get aligned internally. Your customers will thank you for it.
What CMOs Need to Know: Strategy, People, and Data
CMOs need to focus on Strategy & Insights, People Management, and, Data and Technology for real marketing transformation and results.
Why Sales Leaders Should Lead Account-Based Marketing (ABM)
Sales leaders can get the valuable resources and content they need to close key deals. Sales leaders’ insights and guidance is vital for selecting the right accounts and engaging them most effectively throughout the customer’s journey to purchase.
“The question isn’t whether businesses should strive for Sales and Marketing alignment, but how to achieve it.”
This is a terrific and comprehensive article from LinkedIn on the importance of sales and marketing alignment. It's one of the best presentations of the issue -- and the benefits of solving it --...
Article: “Moving Beyond Mere Sales-Marketing Alignment” to Real Change
Truth is, alignment is not enough. "Interlock," "ownership" are among different phrases that we've tried out over time. Still, the shorthand has become "alignment." But to see real success in how...
Technology’s Role in Driving Sales and Marketing Alignment
By Ron Greenberg and Dan Weinfurter Published in Top Sales Magazine (January 2020 issue) Not long ago, sales and marketing executives spoke to each other during senior team meetings, but...
Three Predictions for Sales and Marketing in 2020
Strategic and Key Account Leaders will demand marketing alignment and account-based go-to-market strategies. Every sales leader knows it is no easy task to close business in large accounts with...
Article: “4 Ways AI Aligns and Enhances Marketing and Sales Teams”
Here is how AI is helping now with sales and marketing alignment, as excerpted below in this article from G2. We welcome any steps forward toward automation and facilitation when it comes to sales...
But do you have the right strategy? “ABM: A Platform for Business Growth”
This recent article in Forbes about ABM lists all the important aspects of putting in place an ABM strategy. But as always, we encourage those who are embarking on this journey to make sure they...
Point of View on ABM: “Former ExactTarget Exec Tim Kopp Shares Outlook On Future Of B2B, Plans For Growth As New CEO Of Terminus”
There's so much we agree with in this interview with new Terminus CEO Tim Kopp, in Demand Gen Report. First and foremost is the notion that ABM is really Account-Based Engagement, Excellence, and...
Forbes Article and our perspective: “Proving The Financial Contribution Of Account-Based Marketing To The Business”
There's plenty of good, reinforcing information in this article about the power of ABM. We particularly liked these quotes from ABM leaders and practitioners. This is very much on the same strategic...
Our Take on “Top 5 ABM Tactics for 2020” – Why We Call it “ABX”!
Here's the natural move to our ABX -- more than account-based marketing, it's true SALES and marketing for account-based approaches. It's that time of the year -- end of the year -- for all of the...
Article: “3 Steps For Succeeding In Account-Based Marketing”
Here's a good overview article about Account-Based Marketing priorities that appeared in Forbes, written by Jon Miller, CEO of Engagio, a leading ABM (Account-Based Marketing) technology platform....
2020 Marketing Trends You Need to Know
To this good article from Marketing Insider Group about Marketing Trends you need to know for 2020, I'd add for the B2B side of CX, it's a keen focus on delivering insights-based client value, with...
ITSMA’s Five ABM Predictions for 2020
Good to see such a concise summary and these optimistic predictions by ITSMA's Bev Burgess. I do believe that while many marketers are familiar with ABM, we shouldn't assume that sales leaders and...
How Would Your Clients Answer These Five Questions? Part 5/5
Question 5: Are we delivering value to -- and developing long-term relationships with -- our most valuable clients? Many B2B companies often start conversations from an inside-out rather than...
How Would Your Clients Answer These Five Questions? Part 4/5
Question 4: Do we have the right metrics in place to encourage the right behaviors and assess performance? A recent ABM Benchmarking Study from ITSMA and the ABM Leadership Alliance lists "Getting...
How Would Your Clients Answer These Five Questions? Part 3/5
Question 3: Are our sales and marketing teams coordinating their efforts for maximum impact? More often than not, the answer is no. Why is this so, especially when the benefits of sales and...
How Would Your Clients Answer These Five Questions? Part 2/5
Question 2: Do we have the capability, focus, and resources to engage our most valuable accounts over the entire sales cycle? Firsthand experience and many conversations reveal the answer in most...
How Would Your Clients Answer These Five Questions?
Question One: Do we know which accounts are our most valuable? Answer: As you might expect, there's a wide variation in answers to this question. Some companies have their "named accounts" well...