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?? Nurture Sequences vs. ABM: Which Approach Wins in Influencing Buying Decisions? Picture this: Two people cross paths every day in a school hallway. One person always gives a friendly "Hi," hoping that over time, this simple greeting will lead to something more. This is your typical nurture sequence: consistent, friendly, and great for staying on someone's radar, but… it’s pretty passive. The hope is that repetition alone will eventually make an impact. Now, let’s compare that to Account-Based Marketing (ABM). This time, instead of just saying "Hi," one person decides to learn a bit more. They find out the other person likes sharks, has a favorite food (donuts), and is a big Metallica fan. The next time they meet, there’s a thoughtful gesture: a bag of gummy blue sharks with a mention about the shared interest. A few days later, they suggest grabbing donuts together – their favorite apple cider donuts are being served at the campus café. And a month later, they extend an invitation to a Metallica cover band concert, even though it’s something they’ve never experienced before. And the response? "Yes." ?? The takeaway? While nurture sequences DO serve a purpose for maintaining a presence, they alone usually don’t do much to influence buying decisions, in my opinion. ABM, on the other hand, is all about meaningful connections – personalizing each interaction to show that you truly understand and can add value. It’s not just about being seen; it’s about being relevant. Which approach do you think is more effective for winning over that ideal customer? ?? Shout out to Liam Moroney and his thoughtful post this morning that got me thinking here... #ABM #B2BMarketing

?? ?????????????? ???????????? ??????????????: ????????????????-???????????????? ???????????????????? ?????? ?? ?????????????????????? ???????? In today’s diverse business landscape, ???????????? ?????????????? has become a pivotal element not just in tech or retail but across various sectors. Each industry faces unique challenges and opportunities in social selling, and understanding these nuances can set you apart. Here’s how social selling is being adapted across different fields: ??? ????????????: Engage directly with consumers through live demos and interactive sessions. ?? ????????????????????: Provide valuable information, and patient testimonials to build trust and credibility. ??? ??????????????????????????: Highlight the innovation behind the scenes and the quality of craftsmanship through storytelling. ?? ???????? ????????????: Use virtual tours and client success stories to personalize the buying experience. ?? ??????????????: Share insights on market trends and financial tips to establish thought leadership. ?? ??????????????????: Showcase the success of alumni and program effectiveness to attract prospective students and partners. ?? ?????? ???? ??????????????: Each industry must tailor its approach to fit the audience's specific needs and preferences, leveraging the unique aspects of social selling to foster relationships and drive sales. ?? ?????? ???? ??????????????: Adapting your social selling strategy to your industry’s characteristics not only enhances engagement but also boosts conversion rates, creating a more personalized buying experience for prospects. Let's delve deeper into understanding the profound impact of social selling across various industries. By exploring these transformative strategies, professionals from all sectors can gain insights into how social selling is reshaping the traditional boundaries of marketing and sales. This exploration helps us understand the evolving dynamics and harness these changes for greater success in our professional endeavors. #SocialSelling #IndustryTrends #DigitalMarketing #SalesStrategy #LinkedInMarketing

Did you know that 75% of #B2B decision makers say that #thoughtleadership content has led them to research a product or service they hadn't previously considered? And 60% of those say good thought leadership "makes them willing to pay a premium to work with that organization"? ?? As I sat down to work on a first draft of my blog strategy for next year, I did a little research and discovered a recent report from Edelman. Nearly 3 in 4 decision makers say “an organization’s thought-leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.” If your #contentmarketing team is focusing exclusively on demand gen copy and product slicks, you're putting your eggs in the wrong basket. Your target audience is willing to learn from you long before they're willing to learn about you. Teach them something useful. Don't make it about you. That's how you start building the relationships and brand recognition that will get your foot in the door when they're ready to make a purchasing decision. And check out that Edelman report if you need to convince your boss that it's time to invest in a different kind of content. ??

Why relationships—not just products—drive success? How I learned the importance of engagement ?? ? I thought a great product would sell itself. ? I felt frustrated as my marketing efforts fell flat. ? I watched my competitors thrive while I struggled to connect. We’ve all been there—pouring everything into a product or service, thinking if we just keep pushing, success will follow. But here’s the reality: A great product isn’t enough. Engagement is what drives success. I believed more product features, more ads, and more marketing would eventually lead to sales. But what I didn’t realize? More effort won’t fix the wrong approach. Success isn’t about how hard you push— It’s about how well you connect. I had a breakthrough moment when I realized that customer engagement is about building relationships, not just making sales. Shifting from transactional to relational. Here’s what I did to turn things around: → I started incorporating storytelling into my content. ? I shared experiences that resonated with my audience. ? This helped me build emotional connections and trust. → I leveraged user-generated content and testimonials. ? I stopped selling and started engaging. ? The result? A 300% increase in content shares and engagement. → I focused on emotional connections rather than transactions. ? This shift led to a significant boost in lead generation and conversions. The truth is, customer engagement is the key to long-term success. It’s about connection, not just sales. I shifted from a transactional mindset to a relational one— And it made all the difference. → I focused on connection. → I refined my message. ?? And I watched my marketing—and my clients’ businesses—flourish. Don’t underestimate the power of engagement. Build relationships, and watch your audience connect. What’s been your biggest challenge when it comes to customer engagement? Would love to hear in the comments below! P.S. DM me “Engagement” and let’s explore how you can build lasting relationships with your audience. #CustomerEngagement #DigitalMarketing #Storytelling #MarketingStrategy #LeadGeneration

Success in today's business landscape isn't just about pushing a product. It's about understanding our audience and the strategic path to engage with them. The conversation around account-based marketing (ABM) and demand generation is a great reflection of this shift. ABM customizes the approach for individual customers, fostering deeper relationships and driving more meaningful interactions, while demand generation casts a wider net to build brand awareness. Consider a company that transitioned from a broad marketing strategy to a targeted ABM approach. They saw a notable increase in client engagement and loyalty, demonstrating how tailored outreach can amplify results. This story underscores the power of innovative thinking and collaboration within teams to refine our strategies. It's all about continuous improvement, learning, and adapting. Let's embrace these strategies and strive for excellence together. How have you approached your marketing challenges? Share your stories and let's learn from one another. https://lnkd.in/ezHzPw4E

?? **Switching from Hard Selling to Social Consulting!** ?? In today’s digital landscape, the way we connect with our audience has profoundly evolved. ?? Instead of the relentless push to sell, it's time to focus on **building trust** and **adding value**. Here's why social selling is the game-changer: ? **Valuable Content:** Share insights that educate, inspire, and solve problems for your audience. Think blogs, infographics, and videos. ?? **Meaningful Conversations:** Engage with your network authentically. Listen actively and provide thoughtful responses without pushing for a sale. ?? **Establishing Expertise:** Position yourself as a thought leader by consistently sharing industry trends and best practices. ?? **Building Relationships:** Foster a community where prospects feel valued and nurtured, leading to lasting connections. With **social selling**, it's not just about closing a deal; it’s about creating a lasting impact and solid connections. Let’s embrace the power of trust and value-driven interactions. How is your organization adapting to this shift? Share your experiences and strategies below! ?? #SocialSelling #DigitalTransformation #ContentMarketing #Engagement #CustomerSuccess #ThoughtLeadership #B2BMarketing #CommunityBuilding #LeadNurturing

An effective go-to-market strategy isn’t just about closing deals today. It’s about nurturing the right segments for tomorrow – I often see key groups of prospects being ignored. You need to approach nurturing systematically, based on: ?? Fit: Are they in your ICP? ?? Engagement: Have they engaged with your brand? ???? Intent: Are they showing buying signals? Here’s a quick segmentation breakdown for your nurture strategy: 1??Hot ICP Prospects (ICP + Engaged + Intent) ? Approach: Direct outreach, targeted campaigns, personalized messaging. 2?? Warm ICP Prospects (ICP + Engaged + No Intent) ? Approach: Long-term nurture, brand-building content, occasional touchpoints. 3?? Cold ICP Prospects (ICP + No Engagement/Intent) ? Approach: Demand gen, thought leadership, broad awareness. 4?? Future ICP (Potential Fit) ? Approach: Light touchpoints and educational content to stay top of mind. ??Each segment needs a different kind of nurture to move them toward a deal. ?? Sales-heavy content for hot prospects. ?? Educational content for future fits. ?? Relationship-building for amplifiers. This ensures you cover in-market demand and plant seeds for future growth. Which of these segments do you struggle to nurture effectively?

The only success of your ABM campaign When you select write target audience?(precision) Here’s Why: ??By honing in on a specific area, you become an expert in your field. ??Mastery breeds confidence and trust, making your message more compelling and authoritative. ??Focusing on high-quality leads ensures you're investing your efforts where they matter most. ??Tailored messaging resonates more with each persona and helps to increase engagement. ??Fostering stronger relationships and personalized content drives higher conversion rates. ??Efficient use of resources by focusing on high-value accounts. Here’s How You Can Get There: Research Your ICP Beyond Basics: ??Explore hobbies ??Analyze social content they follow ??Identify communities they engage with ??Understand their day-to-day business challenges Segment Your Audience: ??Based on key characteristics ??Using leading indicators ??To enhance engagement and provide value Account Activation Activities: ??Fun runs ??Workshops ??Content collaborations ??Podcast webinars ??LinkedIn engagement Craft Content that Supports Each Step of the Buying Journey: ??Connect and support your audience through every step of the buying journey. ??Focus on building relationships, not just sales pitches. ??Do not stop at “no”; stay in contact in different ways. Find the correct time to pitch your product or service Cushion: Find ways to connect and build relationships. Don’t sell—engage. and if you find it difficult to get details from your ICP check out DataBees in my last discussion with Radisa I learned how DataBees collects makes it more accurate than Clay, Apollo, and other details. P.S. Will share more details about the outbound strategy

?? An Outbound Play That’s Landing Meetings “It is all about 2025 Planning” ?? If you’re looking to get in front of leaders at your target accounts, now is the time.? Most of them are planning for 2025, here’s a simple but effective approach that’s been working well: 1?? Partner with Your Marketing Team.? Check out the image of Tessa Barron, SVP Marketing & me; we are having a blast!? I am sure this was about 2025! Ask the team to create a Benchmark Report comparing key metrics for your prospects against other customer teams or industry benchmarks.? At ON24 we are releasing a GTM Benchmarks Report for Marketers. This gives you a data-driven approach to open conversations. 2?? Use Snippets from the Report in Your Outbound - Highlight unique data points relevant to your prospect’s industry or challenges. Personalized, insight-driven outreach grabs attention and shows you’ve done your homework. 3?? Plan a Webinar on the topic “ Data-Driven Goals for 2025”- Focus the webinar on topics like “How to use the right data to set goals and work backward”. At ON24 we are socializing approaches marketing leaders take for cross-functional planning and target setting.? We are including the guide and practices to benchmark our prospect’s webinars and virtual event channels in the vent. Check out webinar here: https://lnkd.in/ex3SWgXS This approach provides value upfront and positions you as a strategic partner in their 2025 planning process. ?? What outbound plays are working for you? Let’s share ideas in the comments! #2025planning

?? Poor positioning kills the business. Every single marketing and sales tactic uses positioning as an input and a foundation. ?? If we fail at positioning, we fail at marketing and sales. ?? If we fail at marketing and sales, the entire business fails. That sounds pretty straightforward and obvious. Yet, so many startups (particularly in b2b segment) struggle with product positioning. So how do you solve it? That's the core narrative of the Obviously Awesome by April Dunford - truly awesome book that every sales / marketing leader needs to have on their bookshelf (and took me a while to put on mine). So here are my 5 biggest takeaways from it: ?? Don't be afraid to go narrow Focus on a specific, well-defined segment to tailor your messaging and resonate with your target audience. If you find those raving customers in a smaller segment it will be easier to expand to other audiences as you scale your business. ?? List your true competitive alternatives Identify and rank all possible alternatives your customers might choose instead of your product. Include things like 'do nothing and continue using spreadsheet' to really understand what might be on the customer's mind when they make a buying decision. ?? "Unique" is relative Ensure your differentiators address your customers' specific pain points and preferences better than the alternatives. Connect each unique feature to the specific benefits it provides to customers. ?? You don't build strong positioning in siloes Gather input from across the organization—sales, product, customer success, everyone has a role. If you're just starting out and don't have a big team yet, this makes positioning development even more straightforward - make sure the founding team is aligned on your thinking. ?? Positioning is an ongoing process Things are never static in the technology space. Regularly revisit and refine your positioning to stay ahead as markets shift, new trends emerge, competitors evolve, and your product develops. ?? Have you read this book and what have you found useful? How do you ensure your product stays right in the middle of that Venn diagram? #B2BMarketing #ObviouslyAwesome #Positioning