As B2B marketers shift ever more resources toward positioning themselves as leaders in digital transformation, keeping up with the actual state of the market is essential. Today’s reality, according to ITSMA’s 2018 Digital Transformation Brand Tracking Study, is that a majority of large and mid-sized companies have moved well beyond the testing/piloting stage.
ITSMA infographic highlights the value of emphasizing the “three R’s” of account-based marketing (ABM) – Reputation, Relationships, and Revenue, the improvements ABM-ers are driving in each area, and key metrics to consider.
The exploding interest in account-based marketing (ABM) is mostly about revenue, but new research from ITSMA and the ABM Leadership Alliance highlights substantial improvements in reputation and relationships with ABM programs, as well. Focusing on the 3 R’s of strategic marketing has always been important for ABM, but it’s even more important today while we’re shifting as fast as possible into the digital, connected economy.
With its traditional business facing rapid commoditization, Vodafone wanted to become a leading player in the converging market for business communications and IT services. This called for a comprehensive B2B branding initiative and an overhaul of how it marketed to business customers, from large corporations to single-owner enterprises.
HCL’s recent branding campaign, “The Relationship Beyond the Contract,” provides a great case study in how companies can develop and execute a B2B brand message that goes far beyond a high-level tag line and rallying cry. The Awards Program judges were especially impressed with HCL’s use of LinkedIn as both a platform and a source of sponsorship, as well as the extensive use of employees as a channel to ensure message consistency.