Can we really ‘create’ demand – and does it matter?
David van SchaickMarketers never truly know their influence over demand, but for B2B brands what’s more important is choosing the types of revenue to go after.
B2B marketers need to reclaim the breadth of the role, or risk sliding back to irrelevance
David van SchaickThe boardroom credibility and influence gained in the last ten years by senior B2B marketing leaders is at risk as belts are tightened – unless the right balance between short- and long-term value creation is found.
From ABM to ABX: How to create a multichannel B2B experience with the customer at the centre
David van SchaickThe 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, […]
We’ll never know if ABM really works, but it doesn’t matter
David van SchaickAccount-based marketing’s necessarily small scale makes rigorously measuring its effectiveness implausible, but all that matters is giving sales teams reason to believe.
How to market to your customers, not just your prospects
David van SchaickSuccessful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
‘Pipeline inertia’: The silent killer of B2B brands
David van SchaickB2B marketers are skilled at generating awareness and driving demand. But if we’re to weather this particular global storm, we’ll all to need to tool up to tackle a growing pipeline problem.
B2B brands must resist the lurch towards short-termism
David van SchaickThe pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.
Sardine fishing in a storm: How B2B marketing will change after the pandemic
David van SchaickB2B marketers must use the current disruption to shift their habits and focus on more effective ways of working and communicating.
Think long, learn fast for effective B2B marketing
David van SchaickSome of today’s most successful B2B marketers have revealed their winning strategies – with honest insights about the speed, agility and timing of campaigns and warnings about the dangers of siloed environments.
The great balancing act: The long and short of B2B marketing
David van SchaickSuccessful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.