Where they’ll spend most of their time. Essentially, it describes how well your customer uses your product to experience value. That having been said, always remember that product usage is the means to an end. It is the tool to…
Managing B2B Customer Lifecycle Stages
Keeping pace with your customer’s evolving needs and experiences throughout their journey is essential to remaining a part of their plans. The most effective way to follow this progress is to break down the journey into modular B2B customer lifecycle…
Is 2020 the Year Virtual Events Take Off
Most of us are used to attending various types of events in our personal and work lives. Meetups, conferences, trade shows, seminars, classes, mixers, etc. Just about any group gathering could fit the bill. So how do we adapt to…
Account-based Program Success Happens Faster When Sales and Marketing
Align early in the process, and both teams use a “single pane of glass” to see what’s happening in accounts every day so they can coordinate action. A shared RevOps team will have an easier time planning and delivering insights…
Having an Aligned Set of Functions or a Dedicated
Team to deliver them makes it much easier to build an account-based program the right way. See if you agree with these reasons why I believe RevOps makes a difference to each of the key steps in going account-based. Step…
Are Revenue Operations the Secret to Account-Based Success Right Now
We’re hearing that a number of companies are shifting investments from canceled events into account-based efforts. Great news! Of course, we’re biased when it comes to all things account-based here at Engagio, but that’s because we know it works. The…
B2B Content Strategy on the Decline
Content marketing is a critical success factor the game of digital marketing. But according to last year’s research study, only 25% of marketing professionals believe their B2B content marketing strategy is actually effective. The study involved over 150 B2B marketing professionals from a…
How to Define a B2B Lead
There has been much debate among B2B salespeople on what an inbound lead looks like: Is it someone completing a contact form? Downloading a case study? Signing up for your company email newsletter? With inbound leads to your B2B website,…
Now More Than Ever, B2b Companies Must Sharpen Focus
On their value proposition and ability to address rapidly changing pain points. What makes one’s offering and value-added in the context of the current climate? Reflect this value in every element of messaging and outreach. B2B audiences may be experiencing…
How B2B Organizations Can Adapt to Changing Buyer Expectations
Sometimes the things we can’t change end up changing us.” This unattributed quote feels particularly relevant as we all are in the midst of change that we didn’t anticipate for 2020. Yet, what is up to our discretion is how we react…
Once You Have Collected the Data, You Can Share the Results in
Your next newsletter. Your B2B audience will surely appreciate relevant industry data that they can also leverage in their own marketing efforts. To make sure that you receive a statistically significant sample for your survey, you can motivate your audience…
Your customer success team members should be able to get a visible
Don’t be afraid to extend your customer segmentation variables beyond preliminary divisions. The more specific and unique you can be in grouping your customers the more likely your messaging and engagements will have impact in their daily workflows. These more…