Digital Marketing Tactics

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I. Understand Typical B2B Funnel

A. Full Funnel - Find the Answer to WHAT IF?

No Engagement

Aware

MQA (Marketing Qualified Account) : A target account (or discrete buying center) that has reached a sufficient level of engagement to indicate possible sales readiness ; the very foundation of ABE (account based everything), which focuses on our sales and marketing efforts on a relatively small number of high-value accounts

Difference between MQA and MQL ? metrics required for Account Based Marketing are different than those used in demand generation; instead of relating to an individual person, they align to target accounts.

MQL - demand generation ; relates to one lead

MQA - for entire accounts that are ready to go to sales

THINK ABOUT THE DIFFERENCE BETWEEN FISHING WITH A NET AND FISHING WITH A SPEAR

Opportunity

Customer

Advocacy

Renewal

Upsell / Cross-sell

CREATE PIPELINE | ACCELERATE PIPELINE | EXPAND RELATIONSHIPS

B. Email Marketing

C. Integrated Campaigns

D. Engagement Strategies

E. Create Your Own Nurture Plan

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