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Empower B2B Segmentation to Improve Pricing Performance: Execute on Account-based Marketing [Part 5]

The effective execution of well-designed, profitable segmentation is the holy grail of pricing.  As consumers and as business buyers, we all face tiered pricing as we choose between different offerings that add or subtract product and/or service features. Most well-structured…

[Part 4] Execute on Account-Based Marketing: Account-Based Value Selling Addresses 5 Sales Challenges

The Question for Marketing.  Do B2B sales teams use marketing content?  It’s a legitimate question to ask as marketing leadership sets next year’s goals. For many marketing teams, Account-Based Marketing (ABM) is at the top of their priority list.  Marketing…

[Part 3] Execute on Account-based Marketing: Value Selling to Stakeholders at Key Accounts

Account-Based Selling (ABS) is necessary to execute effectively on Account-Based Marketing (ABM).  ABS in the best B2B commercial organizations is deployed effectively by using Value Propositions.  A Forrester survey of buyer executives found that the first vendor to communicate a…

[Part 2] Execute on Account-based Marketing: Value Propositions for Specific, Account-Centric Sales

Account-Based Marketing (ABM) can only fulfill its potential if it delivers consistent content that is useful for Account-Based Selling (ABS).  The best B2B sales teams already utilize ABS, having realized that one-dimensional, product-centric selling is not enough.  These sales teams…

[Part 1] Execute on Account-Based Marketing: Targeted, Personalized Content for Sales Engagement

Connecting with your audience is fundamental to any effective communication. Who?  What audience are you targeting?  High performing B2B sales executives have long targeted accounts and individuals deliberately. Now Account-Based Marketing (ABM) initiatives align sales and marketing jointly to target…

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