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Aligning Calls-to-Action to your Buyer’s Journey
As LinkedIn grows in popularity and becomes more like Facebook, it is easier to spot the obvious outreach attempts of sales people. I recently received a connection request from a marketer that said, to paraphrase: “Hi, I’m a marketer, you’re a marketer, would you like to sign up for a free trial of my app.” I immediately recoiled and deleted the request. I thought for a moment about calls-to-action in the buyer’s journey, and when is the right time to send out each call to increase the likelihood of conversion. Before I have even met someone, especially online, it’s a big ask to get me to take such an important action,…
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Account Based Marketing: Uniting the Sales and Marketing Teams
We are now experiencing a new digital playing field. Offering a more finely-tuned approach to older concepts like “inbound marketing”, Account Based Marketing seems like a natural step in the evolution of B2B marketing strategy.