What will be the HOT Marketing topic of 2018? We will remember 2017 as the year of ABM, 2016 of Predictive, 2015 of Inbound, 2014 of Marketing Automation. As 2017 draws to a close, we have curated a list with the best articles to understand the year we are leaving behind. What’s 2018 going to shape up to be all about? Will personal data privacy and GDPR reshuffle the cards of demand generation for good and give way to different communication channels?
When it comes to complex B2B companies, 20% of the customer base represents 80% of the revenue. Yet traditonal marketing spend is evenly spread over the whole customer base. So what’s the solution? If your company is in IT, Services or Consulting or with long and complex sales cycles with a potentially large customer base, ABM is the answer.
With a new briefing to Celsius, Lenovo was about to make a major shift with its marketing strategy to focus on content to generate sales opportunities.
Lenovo, the world’s largest manufacturer of PCs, laptops and tablets and now a major force in servers and storage, approached Celsius, their long-standing B2B lead generation agency, with a new briefing in 2014. It was about to make a major shift with its marketing strategy to focus on the use of content to generate sales opportunities in B2B.
When Content and Marketing Automation work:
Celsius had for some years run a successful B2B lead generation program for Lenovo. The program generated the majority of its sales leads by performing outbound calls on segmented qualified data through Celsius’ Team Celsius network of nationally based call centres..
Then Lenovo implemented a content driven strategy with its ThinkProgress.com site.
Fortunately, years of outbound calling had developed a highly qualified target database with a high number of ‘opted-in’ e-mail addresses. To leverage this available data, the chosen solution was a marketing automation platform which had to not only provide a high level of automation of responses to prospect activity, but also provide an efficient method of prioritizing and selecting prospects for follow-up by sales.
Contact Celsius for more details
Celsius GKK International (“Celsius”), one of Europe’s largest B2B lead generation agencies and part of WPP plc, announces its partnership with Engagio , the leading account based outbound marketing platform for B2B companies with complex, enterprise sales.
The relation represents a further step of an ongoing program to develop and consolidate the adoption of Account Based Marketing practices in EMEA.
Click here to learn more about ABM and the Engagio solution that Celsius can implement for you.