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How smart Account Based Marketing can work with ‘off the peg’

Like Account Based Marketing (ABM) programmes, not all ABM content can be created equal in terms of audience resonance. While the precision of any programme depends on time, effort and budget, the effectiveness of its content payload depends on how much customer context can be threaded into a campaign. ABM…

The Rubicon AgencyApril 7, 2019

Account Based Marketing Enterprise Demand Generation Sales Enablement

Not all Account Based Marketing is created equal

Complex propositions, long sales cycles and big customers make the tech sector a prime practitioner of Account Based Marketing (ABM). If you believe the old maxim that 80% of business comes from 20% of customers then the case for ABM grows even stronger. Whatever the actual percentages, it’s true to…

The Rubicon AgencyFebruary 18, 2019

Account Based Marketing Enterprise Demand Generation Partner Marketing Programme Planning Proposition Development

Aiming for a perfect pitch

The pitch may have moved on from the days when a firm handshake and a set of overhead projector slides might suffice but some fundamentals never change. With technology marketing dominated by digital ‘distance selling’, the pitch presents a unique opportunity for up-close and personal engagement with an audience sat…

The Rubicon AgencyJune 29, 2017

Account Based Marketing Digital Lead Generation Employee Engagement Programme Planning Sales Enablement

Why technology marketing needs mojo

Somewhere between ‘influence’ and ‘sex appeal’ there’s another dictionary definition of mojo that could be applied to technology marketing: ‘A quality that attracts people to your technology and makes your product / service / solution / portfolio / brand successful and full of energy.’ Technology may be a considered purchase…

The Rubicon AgencyOctober 13, 2016

How smart Account Based Marketing can work with ‘off the peg’

Not all Account Based Marketing is created equal

Aiming for a perfect pitch

Why technology marketing needs mojo

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