Best in B2B Growth – Week of 3.6.2017

Olin Hyde
March 6, 2017

In this week’s issue of LeadCrunch’s Best in B2B Growth, we bring you a diverse set of articles about account based strategy, creative ways to use live-streaming, and the best 2017 project management software. Are you craving more great informational content? Tune into a groundbreaking webinar featuring marketing geniuses Taimour Zaman, Sanjit Singh, and Sridhar Kamma on Thursday March 9th from 12-1 PM EST. 

Enjoy your week,

The LeadCrunch Team :: High precision B2B leads using artificial intelligence
@lead_crunch | 1-minute video | Try us for free | Subscribe to this newsletter

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B2B Marketing TIps for an Effective Account-Based Marketing Strategy by Kristie Colby via PPCmate

Business associates shaking hands in office

Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70 percent of B2B companies had staff dedicated to ABM programs, compared to just 20 percent the previous year, according to a study by SiriusDecisions. In 2017, B2B marketers are looking to refine their approach, leverage new tools, and better focus their investment on critical key accounts.

The concept of ABM hinges on the convergence of Sales and Marketing — two historically divided sectors — working together to define key accounts and develop campaigns designed to engage target prospects. A successful ABM program involves building brand awareness, engaging target prospects and growing customer accounts, all in a highly targeted fashion.



8 Creative Ways to Use Live-Streaming for B2B Brands by Matt Lee via Social Media Today

Live-streaming is a great solution for companies that want to spread their technological wings without spending a fortune on hardware and video equipment. Today, all it takes to go live is a decent smartphone, a strong connection, and the right app.

No matter how you use it, live-streaming can be engaging and help build brand connection, drawing your audience in and, done right, keeping them there. The question you need to ask is not if a live-streaming video is an effective marketing asset, but how can you put it to work for your B2B strategies.

Here are eight creative ways you can make live-streaming work for your business.



Why the Future of Marketing is ‘Business to Human’ by Tim Kopp via Convince and Convert

 Why the Future of Marketing Is Business to Human

As I reflect on over 20 years in marketing, I’ve come to an obvious, yet important realization: Marketing just isn’t the same as it once was. And that’s okay. In fact, it’s more than okay—it’s the way it should be.

In the past, marketing often wasn’t its own entity. Identifying yourself as B2C or B2B made all the difference; they were just two different things entirely. At the risk of oversimplifying, B2C was all about building your brand through paid media and pushing out products, while B2B’s main focus was on generating leads.

But now it’s 2017, and all of that has gone out the window.


Why Personas Matter in B2B Customer Journey Mapping by Stacy Bolger via CMSWire

“TimeLine Polaroid” by Luigi Mengato is licensed under CC BY 2.0

Do we really have to spend so much time defining customer personas?

The question came up during a recent customer journey mapping workshop with a B2B organization. Some considered the amount of time spent defining one customer persona excessive.

We had worked with CX leaders prior to the workshop to come up with a skeleton persona. We then invited the 40 workshop participants to ask questions and share feedback about the original outline. For the next hour, we put meat on our persona’s bones, including details of both his professional life and personal life.

We took a step back when the dialogue died down and reflected on the focused persona in front of us.



Find the Best 2017 Project Management Software by Rebecca Gatesman via LeadCrunch

SA PM Comparison Image [2].jpg

There are hundreds of project management and collaboration tools on the market, and it can be intimidating trying to find the right one.

However, when picking out project management software, you’re choosing the infrastructure that will serve as a frame for all of your brand’s planning in the future, so it’s important that you’re methodical and thorough in your evaluation.

With the right software, your entire organization will be able to run much more efficiently and effectively. But how do you find the right project management software—one that fits your needs specifically?


Enjoy your week and have a fantastic New Year!

The LeadCrunch Team :: High precision B2B leads using artificial intelligence
@lead_crunch | 1-minute videoTry us for free | Subscribe to this newsletter

Further Reading

Lainey Mebust
June 15, 2020
Lainey Mebust
May 29, 2020
Olin Hyde
April 8, 2020
. 5 min read