That’s going to be one of the top questions for the foreseeable future. And we all know the answer. So what can you do, especially if you are a small to mid-size organization?
Crossing the Chasm
Crossing the Chasm, a 1991 book by Geoffrey A. Moore, identifies five major audiences constituting a variety of target markets. According to Moore, understanding the nature of these groups is essential in figuring out how best to market a new product in each instance. Rather than going after the entire collective, Moore advocates for marketing to the audiences one at a time. As you succeed in one, you’ll carry momentum over into the next one. This aligns with the best practices of inbound marketing, as well: create various buyer personas so you can truly understand who you're selling to, and focus on that specific demographic.
Account Based Marketing (ABM) is a marketing strategy that has been growing in popularity in recent years. If you aren’t familiar with it, we recently wrote about why you should care about this approach. When done properly, an account-based strategy can result in a powerhouse alignment of sales and marketing to which other marketing strategies can’t compare.
We discussed what forms are on a landing page blog post. Let’s give them some more love- after all, they’re the ones gathering leads for you, so they deserve it! Follow these guidelines for forms that are on point.