InteGREAT Thinking is a podcast by Pipitone Group where we share our perspective on the latest marketing trends, best practices and tips to impact your business. Each episode we will bring you engaging interviews from our team and other industry thought leaders to give insight into how you can approach marketing communications to drive results.
All leads are not created equal.
Once someone specs your product, what happens next?
In our last blog post, we discussed why creative dynamic sequencing is more cost-effective in bringing audiences closer to the top of the marketing funnel—awareness and consideration—by reaching them when they’re engaging with both work related and non-work related media. As we discussed, an architect checking the news during a child’s soccer game has a very different mindset than when using their weather app from a job site. As advertisers, recognizing the multiple layers that make up our targets’ lives can unlock hidden value in our campaigns.
In this day and age, it’s no longer suggested to market smarter – it’s demanded. Knowing your audience like the back of your hand and targeting them with a perfectly tailored message at the right time is a requirement. Account-based marketing (ABM), also known as key-account targeting, is a clear example of the values of modern marketing, and it stands to reason that this technique can be a game-changer for B2B marketers, big and small.