B2B Reads: Bullish on ABM, Networking for Introverts, LinkedIn Influencing Done Right and more

Summary

Some of our favorite B2B sales and marketing posts from around the web we found this week.

Every Saturday we summarize some of our favorite B2B sales & marketing posts from around the web each week. We’ll miss a ton of great stuff, so if you found something you think is worth sharing please email me.

What is account-based marketing or ABM and why are B2B marketers so bullish on it? By Pamela Parker
Interest in ABM strategies is surging as technologies to target key accounts improve and relevant data becomes more accessible.

Banks’ view of the marketing function hasn’t kept up with how fast it’s evolving by Sherry Fairchok
The trend: It’s becoming integral to banks’ operations, but the way the success of marketing is measured and evaluated at banks still lags behind the continuing expansion of its remit and responsibilities. That’s one takeaway from the results of an American Bankers Association survey reported within the ABA Journal. Read on to take a look at its other findings.

How To Network at Events (For Introverts) By Jessica Tee Orika
Tips on how to connect with people even when you feel shy. Scroll down in the newsletter to the Podcast episode

LinkedIn influencing is staying put, here’s how to get it right in B2B By Emily Lowes
Influencing has gone corporate. Here to make sense of it all, Emily Lowes of content agency Earnest insists the channel is here to stay – and no industry needs it more than B2B.

Create a Value Proposition that Matters to Your Customers. The Confident Marketer Playbook: Step 6 By Shake Marketing Group By Matthias Haberler
If you don’t communicate customer value, you’ll lose the sale. Your message needs to tell your customer what they get and how that is a big deal for them. If customers don’t believe in the value of your product, why would they buy it?  In this article, terms are defined with explanation of benefits of gated content and ungated content strategies. You also learn how to balance both approaches between measurability & effectiveness.

Marketing Has a Data Problem, and Here’s What Can Fix It by Bonnie Crater
Marketing organizations know they have a data and analytics problem, but many marketing leaders aren’t sure how to address it.