28
Nov
23
Nov
How to Strategically Research and Gather a List of Target Accounts
Building a list of targeted accounts is one of the most important elements of getting started with a list-based or account-based marketing campaign. It’s crucial to target the right leads early. It’s better to spend more time and resources upfront before you are deep into a campaign and realize you are producing and promoting content for target accounts that shouldn't have been on your list in the first place. Here’s how you can set your company up for success by strategically researching and gathering a list of target accounts.
21
Nov
What Is Account-Based Marketing?
Despite account-based marketing’s recent resurgence, the foundational ideas of the approach have been around for years. According to ITSMA’s Bev Burgess, who coined the name “Account-Based Marketing” in 2003, Don Peppers and Martha Rogers first introduced the tenets of ABM in their prescient book The One to One Future. 23 years later, digital technology has given companies the tools to execute Pepper’s and Roger’s ideas at an unprecedented scale.
16
Nov
What Google’s Announcement of Mobile-First Indexing Means for SEO
It’s just Google’s world and we’re all living in it. And now that’s a mobile-first world, Google’s rewriting the rules of the internet. Again. Google recently announced that it will prioritize mobile-first indexes over desktop indexes. If you are wondering what that means, then here’s a translation in plain English: Google will use the mobile version of a site’s content to rank pages from that site, even when you are searching from a desktop.
15
Nov
Why Thought Leadership Is Important For Growing Agencies
Thought leadership is important, particularly for agencies or consultants looking to attract clients. Before you roll your eyes: we’re not advocating for tossing “Thought Leader” in your LinkedIn bio and expecting business to just roll in. However, we are saying that the habits of thought leaders—sharing ideas via blogging, speaking publicly, recording podcasts, distributing newsletters, etc.—are most definitely ways that you can increase the authority, competitive advantage, and visibility of your company. Unlike “synergy” and “hacking,” thought leadership is a buzzword worth unpacking. Let us explain.
10
Nov
14 Publications Every Agency Principal Should Be Reading
We live in the Age of Information overload. With so much coming at us, it’s difficult to keep up with our reading lists. Because of this overbearing trend, it's especially important for agency principals to understand how the way people interact with brands is changing. Snapchat’s in today, but what about tomorrow? To help stay up to speed, here’s our list of 14 best advertising publications that every agency principal should be reading.
04
Nov
Checklist: How to Get Started With Account-Based Marketing
Account-based marketing (ABM) is all about designing a custom marketing plan for every account you are going after. If you are a company going after six-figure or more contracts, account-based marketing provides a framework for doing so. Before you dive into the tactics of ABM, however, there are important preliminary strategic conversations you need to have with your team. To make life easier for you and your co-workers, here’s a simple checklist of things you need to decide on before you begin with account-based marketing.
12
Oct