Video: The future of account based marketing – demand generation powered by people
Account based marketing – A difficult, but rewarding ‘new normal’ for B2B sales With greater uncertainty about technology investments, the current pandemic has ushered a necessary change in traditional B2B sales and marketing strategies and accelerated a greater need for effective account based marketing (ABM). Without in-person channels like face-to-face meetings and networking events, it’s […]
Demand generation powered by people: the future of effective account based marketing (Part 3)
In the third and final instalment of his assessment of Account Based Marketing (ABM), Paul Stacey, Head of BNZSA UK, considers the necessity for quality data and appropriate human intervention in successful ABM. Let’s not kid ourselves, ABM is difficult A truism is that not all ABM campaigns are created – or executed – equally. […]
Demand generation powered by people: the future of account based marketing (Part 2)
In a series of three articles, Paul Stacey, head of BNZSA UK, examines the current state of Account Based Marketing (ABM). In this second instalment, he provides an appraisal of the ABM vendor landscape and where to invest. Can software alone solve ABM today? There are multiple activities involved in creating and executing a successful […]
Demand generation powered by people: the future of effective account based marketing (Part 1)
In this series of three articles, Paul Stacey examines the current state of Account Based Marketing (ABM). He looks at the necessary alignment with sales and marketing strategies; an appraisal of the ABM vendor landscape and where to invest; and considers the essential linkage between high quality data and timely human intervention. ABM – A […]
Case study: ABM demand generation – collaboration software and hardware solution
The campaign has been running for six quarters and has delivered more than 200 leads and more than 12 times return on investment. The brief The client asked BNZSA to help support ambitious sales goals for a collaboration software and hardware solution. Due to the relatively low market awareness of the product, the client tasked […]
AI in B2B lead generation: the search for intelligent life
Along with the Internet of Things, 3D printing, genetic engineering, quantum computing, and other nascent technologies, Artificial Intelligence (AI) is a cornerstone of the 4th Industrial Revolution. AI has evolved from the whimsical, yet engaging Cortana, virtual assistant to the Master Chief of the Halo Xbox gaming franchise of my youth, to be something far […]
Case study: Lead qualification – storage solutions
The primary objective was lead qualification. BNZSA processed over 35,000 leads in 12 months, and identified more than 150 high value, sales ready leads worth more than $25 million. In addition to processing leads that were created through the marketing campaign, we requalified more than 30,000 leads that had been generated through previous marketing campaigns […]
