Since the early days of Marketing Automation, one of the main objectives in all Marketing teams has been to build and maintain a comprehensive email database. So, why would the UK pub chain JD Wetherspoon deliberately delete its email list of over 750,000 names? Not only this, their last email said (spoiler, many would have enjoyed sending the same, keep in file for future use): “we won’t be emailing you anymore and we have deleted your details” ( …) “from now on you can contact us and find out about events and news here”. It pointed at Wetherspoon’s Social Media sites. Why is this relevant to all marketers? Read more
GDPR and the death of the email database September 12th, 2017Antoni Chumillas
Our customer, leader in many IT segments and with long history of successfully selling to end-users in the B2C marketplace, approached Celsius with a new challenge. It was about to make a major shift with its strategy to enter the B2B market with a set of solutions aimed at increasing efficiencies in one of the most competitive industries in the world. Read more
Case Study: how a major IT corporation uses programmatic ABM to break into new industry segments September 22nd, 2017Antoni Chumillas
Every time we onboard a new project we are asked to have the answer to one question: How soon can we expect to see results? As ABM strategy works best at accounts with long and complex sales cycles, soon can sometimes not be quick enough . However, you need to know how soon it will pay off for you and how quickly you can prove uplift. If you are uncertain about ABM and what it can do for you, have a quick look at your existing customers for a start.
The shortest path to Account Based Marketing success: current customers September 11th, 2017Antoni Chumillas