Anna Large on Synergizing Sales & Marketing
OFX’s Anna Large says meaningful alignment comes down to maintaining good relationships and sharing goals through technology. Successful sales and marketing alignment is like a good marriage, says OFX B2B Marketing Manager Anna Large. When it works at its best, the relationship offers mutual benefits. Both sides share goals and, most importantly, have respect for […]
Revolutionizing B2B Marketing with ABM
Account-based marketing (ABM) is too difficult to do at scale. Not any longer. Nothing says modern B2B marketing quite like the letters “ABM”. While account-based marketing seems a relatively recent and compelling concept, the idea of businesses concentrating their sales and marketing efforts on the biggest and best customers is hardly controversial if difficult to […]
Hexagon PPM’s Collaborative Vision
A blinkered focus on results can cause conflicts between sales and marketing. But they can share a vision, says Hexagon PPM’s Ljubica Radoicic. We know businesses thrive when sales and marketing teams work together. They can feed each other valuable insights to help meet customers’ needs. But too often, it feels like they see the […]
Mastering B2B Social Media Strategy
LinkedIn and other social channels provide ideal opportunities to engage with customers, but you must carefully plan your approach. The pressure is on B2B marketers to listen and engage with their customers more proactively than ever before. But when it comes to social media, experts warn marketers to take a more strategic approach to interacting […]
APAC Experts Share Martech Tips
Words of advice from two APAC B2B martech heavyweights: Ansell’s Mitchell Mackey and Telstra Wholesale’s Glenn Flower. Marketing technology tends to evoke one of two reactions in B2B marketers. There’s praise for its ability to target qualified sales leads and improve customer personalization. And there’s frustration because it can be difficult to set up, synchronize, […]
Fostering Creativity in B2B Marketing
Carla Johnson says that businesses looking to encourage a creative environment need to engage in ‘perpetual innovation’. US marketing expert Carla Johnson has a ready gauge to determine how prepared companies are to be creative and promote fresh ideas to help their customers. “I think there are two kinds of companies,” Johnson says. “There are […]