Marketing in 2021 will be fuelled by account-based marketing (ABM). ABM is a marketing approach that focuses on a specific set of predefined, targeted accounts, creating personalised experiences for those accounts with the aim of generating highly qualified leads. ABM encourages close alignment of sales and marketing teams allowing each department to gain a better understanding of the motivations, frustrations and needs of the individual accounts which enables them to be bett

The customer is at the heart of every business. Nurturing customer relationships and improving the customer experience is crucial to your brand loyalty and sales success. What exactly builds excellent customer engagement and how can it be used for the benefit of marketers and consumers? It seems obvious. If you build a rapport with your customers, and you have something they want, then they will buy from you repeatedly, and are likely to become brand advocates. Brand loyalty

We’ve talked before about data being the holy grail of any marketer. Data is the glue that holds any campaign together, it’s not just the icing on the cake but the vital ingredient to successful lead generation. The value of data has never been greater. According to the European Commission, by 2020 the value of personalised data will be one trillion euros, almost 8% of the EU’s GDP. In a rapidly developing digital marketing environment, organisations are looking for ways to c

Your data holds significant intelligence with the capacity to aid revenue generation - are you making the most of it? Data is intelligent, dynamic, relevant and packed full of insight. It can be sliced and diced as required to deliver the right level of bespoke criteria demanded by each customer and each campaign. It can be used proactively and responsively to improve the customer experience, build brand loyalty and increase sales. Even as recently as 5 years ago this might h

Great data delivers ROI. Choose unrivalled, clean and accurate IT industry data from CPB and ProspectaBase for bespoke end user intelligence