“It worked really well, until it didn’t”
Thu, Mar 9, 2023 |
Over dinner with Ted, the retired founder/CEO of a successful company in the electric power sector, I heard an interesting story with a widely applicable lesson.
How to Use ABM to Drive Revenue Growth and ROI: Part 4
Tue, Feb 28, 2023 — By: Carol Eversen and Jeff Loeb Part 4 - Getting Started with ABM In part 3 of our four-part ABM blog series, we explored the technologies available to support ABM and articulated how different tech stack elements can be leveraged to support your ABM program. We also provided thoughts about the essential elements of reporting for an ABM initiative. In part 4 we focus on the best strategies for ABM programs and offer a framework to help determine whether ABM is right for you, and, if so, the flavor of ABM to deploy. We also provide practical advice about how to get started with an ABM pilot program.
How to Use ABM to Drive Revenue Growth and ROI: Part 3
Tue, Feb 21, 2023 — By: Carol Eversen and Jeff Loeb Part 3 - Technology and Reporting In part 2 of our four-part blog series we explored the core tenet of every successful ABM initiative – orchestration and personalization across sales, marketing, and customer success teams. Part 3 delves into the technologies available to support ABM and helps articulate how different tech stack elements can be leveraged to support your ABM program. We also provide thoughts about the essential elements of reporting for an ABM initiative.
How to Use ABM to Drive Revenue Growth and ROI: Part 2
Tue, Feb 14, 2023 — By: Carol Eversen and Jeff Loeb Part 2 - Orchestration and Personalization In part 1 of our four-part ABM blog series we shared the core pillars of an ABM program, highlighted the goals and strategies you should consider, and provided guidance about selecting your target accounts and building your Ideal Customer Profile. In part two we explore the core tenet of every successful ABM initiative – orchestration of activities across sales, marketing, and customer success teams.
How to Use ABM to Drive Revenue Growth and ROI
Tue, Feb 7, 2023 — By: Carol Eversen and Jeff Loeb As fractional CMOs with deep experience implementing ABM across many B2B companies, we see a pattern emerging: business leaders have very different perspectives about what it takes to implement ABM and how to get started. And most opinions seem to be informed by solution vendors rather than defined by the business challenges at hand. This series of blog posts will guide you through the core pillars of ABM, when ABM should be used and with what approach, and share best practices to get started on a successful ABM journey. You’ll learn about the strategies to consider, the enabling technologies to prioritize, how to measure ABM efforts effectively, and how to get started and reduce risks.
4 Tips for Creating a Sustainable Flow of Qualified Prospective Residents
Wed, Jan 18, 2023 — By: Beth VanStory and Jennifer Apy With an aging population, the demand for senior living facilities in the U.S. has never been stronger. Money and Markets projects that by the year 2040, the United States will need about 1.8 million more senior housing units to accommodate the growing number of senior citizens. That will mean that demand doubles over the next 20-plus years. The increase is expected to really take off after 2025 as baby boomers reach the 80-year mark, and then continue to age and need more housing options than are currently available. Despite growing demand, competition for residents in many markets has never been more fierce. If you want to keep your occupancy rate high and even better yet, maintain a waitlist of potential residents, having an integrated, multi-channel marketing program is essential.
Consider These Six Focus Areas Now to Secure Market Success in 2023
Thu, Jan 12, 2023 — By: Rich DePencier and Scott Wright After the bubbly has lost its fizz, and the first quarter is – ready or not – swinging into motion, thousands of SMB owners, founders, and CEOs are looking to encourage and cajole their senior leadership to finalize their 2023 plans. But, framed against the backdrop of economic headwinds, hiring challenges, and political headlines, this year’s planning process is taking on a whole new sense of urgency. Rather than mapping out a strategy for maintaining the status quo or eking out incremental growth, it is clear that 2023 requires a dig-deep mentality. The question you may be asking as you face what’s to come is: What is my company’s next “big idea” -- and how will I get the team to achieve a loftier set of goals?
Marketing in an Inflationary Environment
Fri, Jun 25, 2021 — In case you hadn’t noticed by the amount of extra cash you’ve had to spend at the gas pump, in stores, or with your vendors, inflation is back – with a vengeance. According to U.S. Labor Department stats just published, inflation pushed up to 5 percent for the 12 months ended May 31 – a 13-year high. For many marketers who have spent the past 18 months riding a stomach-turning economic roller coaster, this news may seem hard to understand – or to put into context.
Medical Device Marketing has Changed! Have you Pivoted?
Mon, Jun 21, 2021 — Empowered patients driving monumental change for Med Device Marketers Many marketers now realize that white papers, trade shows and KOLs are the hallmarks of days gone by. Patients now have many resources available to educate themselves and have informed conversations with their physician or other healthcare professionals.
Successful Strategy for Entering International Markets
Mon, Dec 7, 2020 — "The life of a typical entrant is nasty, brutish, and short.” - Paul Geroski, London Business School There’s nothing that quickens the pulse of a growing enterprise-level business than expanding its footprint beyond its native borders. “Taking a company international,” as it is often less formally referred to, is no small task. What works well at home might be less than perfect abroad. It is also difficult to manage from a distance, so successfully going international takes some planning. CEOs need to keep target markets, objectives, entry mode, organization and execution in mind. It’s little wonder that many companies toil mightily to realize a decent return from a global shift. According to a Harvard Business Review study of 20,000 companies in 30 countries, it can take almost a decade to realize a positive rate of return on an international investment.