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• 30mar

  Account based marketintg: Best practices, pitfalls, and budgets

  Posted by Christopher Hosford

  Account based marketing is perhaps the most au courant topic in BtoB marketing. Its key elements include identifying a company’s most qualified accounts; pinpointing key stakeholders and their account needs; creating messages that speak most directly to these needs; and developing a method for marketing and sales to work hand-in-glove to close more deals. I recently caught up with ABM guru Peter Isaacson, CMO at Demandbase, to discuss best-of-breed ABM practices.

  Christopher Hosford: Peter, SiriusDecisions has found that the percentage of B2B companies that have a full ABM program in place grew to 62 percent of respondents as of early 2017, but in a separate study Chief Marketer says more than half of marketers have no ABM solution in place. What gives?

  Peter Isaacson: Yes, there hasn’t been 100% adoption at this point, but it’s not because of resistance to ABM. It’s a new category developing before our eyes, and anything new has early adopters. There’s been an early surge of ABM interest and adoption of ABM, and now the longer tail of people are hearing about it. But the results have been proven.
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  7feb

  Cadbury: Exploiting the nexus between mobile and social marketing

  Posted by Christopher Hosford

  Mobile marketing is more than coming into its own, in particular when linked to a dynamic social media campaign. I had occasion recently to interview Caroline Davison, managing partner with U.K. agency Elvis Communications, about a gangbusters mobile campaign on behalf of confectionary company Cadbury centered on Snapchat and its new sponsored lens technology.

  Chris: Caroline, tell us more about the campaign on behalf of Cadbury. What were its goals?

  Caroline: We created one of the most phenomenally successful Snapchat lenses the platform has ever seen. In 2016, we needed to put product love at the heart of our Creme Egg campaign. In particular, we needed to encourage our core 16-34 year old target audience to spend more time with us as a brand to ensure we remain relevant.
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