Author: Craig Hanna

Craig Hanna is part owner and regular contributor to the GMA. He is also a product manager at Acquia for Site Studio, a low-code platform for building and managing enterprise websites in Drupal 8 (Craig was a co-founder of what was known as Cohesion before its acquisition by Acquia). Previously Craig established the training and consultancy business at www.econsultancy,com (Now part of Centaur Plc) and was responsible for the launch of their US office..

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Americas Data Strategy Global Insight Strategy and Management USA

Intelligent ABM: Why data is your passport to success

Intelligent ABM

ABM is now a key strategy for any company selling to enterprise businesses. Its evolution from Key Account Marketing has been rapid. However, it’s much more than a cosmetic name change, with a new approach to data and account-wide awareness and advocacy now seen as key to success.

This multi-channel approach requires new skills, new technology and new partners if it is to provide real ROI for your business.

Read our best practice guide to discover:

  • The advantages of adopting an intelligent ABM strategy for your business
  • The top 8 reasons for using ABM
  • How to ‘flip the marketing funnel’
  • The Merit Direct ABM success framework
  • Why data is key to ABM success
  • Key sources of data in a data-rich world
  • How to use intent data to drive predictive ABM
  • Case study from LogMeIn on how it successfully implemented ABM to drive a 40% lift in average deal size, and more

Download our free guide today (registration required) and accelerate your intelligent ABM strategy with data.

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Best practice Data Driven Channels Email Europe Global UK

When email goes wrong: No 2 – Targeting matters

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When email goes wrong – series

It’s easy to critique email marketing that is poorly targeted, but that’s not our intention . . . email targeting is a serious issue, because relevance is what stops recipients from switching our messages off. Here’s an example of over-enthusiastic use of an email list, that will probably make you smile, but hopefully think carefully before you press ‘Send’.

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Best practice Data Driven Channels Email Europe Global UK

When email goes wrong: No 1 – Every Communication Matters

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When email goes wrong – series

First in a new series of critical reviews, in which the GMA highlights email communications we come across while doing our jobs that could be so much better. Here’s a example of the ultimate in email un-personalisation!

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Data Driven Channels Global Insight

United Airlines – the data driven story and brand impact

brand effect

The story of a passenger being dragged off an overbooked United Airlines flight hit the headlines and led to furious criticism. We take an in-depth look at the data driven marketing story behind those headlines and weigh up the potential long-term brand impact.

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Best practice Data Innovation Europe UK

Advice for start-up owners from London Tech Week

start-up

London Tech week: Video shorts from four start-up founders and managers Leaders from four amazing start-up firms joined me on our London Tech Week panel, all at different stages of development, all with different challenges, but all with a great perspective on the challenges they have faced and indeed are facing today. We asked them: “What…

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Business Analytics Case Studies Europe Strategy and Management UK

Start-up love starts with a KISS

start-up

Craig Hanna brings top tips for start-up businesses.

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Business Analytics Global Insight Strategy and Management

11 key takeaways from Mary Meeker’s 2016 Internet Trends

internet trends PPC advertising

Every year, we are treated to Mary Meeker’s internet trends presentation and June 1, 2016, was no different. As always, it’s packed with great information for global marketers everywhere (even if the general consensus is that it’s the world’s worst designed presentation).

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