John Arnold

Stop focusing on digital advertising click-through rates and start paying attention to three core results to maximize paid media investments.

Defining specific types of digital audiences allows marketers to plan and deliver more respectful and relevant digital experiences at scale using the available information at the moment of each interaction.

Still jamming leads down a funnel? Buying-group obsession is more likely to achieve growth for demand and ABM. John Arnold explains the mind shift and what teams need to focus on.

As paid media spending rebounds, these strategies can help you amplify the impact of that spending.

Does your account-based marketing (ABM) dashboard include these six critical reporting dimensions? Forrester analyst John Arnold shares the key elements of compelling ABM performance stories.

• B2B purchase decisions are made by buying groups with intent, and whole buying groups are increasingly hard to reach and activate
• With an effective B2B advertising strategy, organizations can reach buying groups with creative, personalized messages, but they must approach advertising broadly and strategically to be successful
• The SiriusDecisions B2B Advertising Framework defines the key elements of B2B advertising to help marketers implement holistic, integrated advertising strategies

• B2B advertisers should carefully weigh the pros and cons of account-based advertising
  
• Account-based advertising can cost more, but it can be worth it if all benefits are leveraged
  
• Scale and efficacy are keys to achieving success with account-based advertising programs

• Customer-centered communication is key to recovering lost opportunities from event cancelations
• B2B sales reps can maintain meetings on their calendars by continually reinforcing reasons to meet
  
• Remember to leverage available technologies when recovering opportunities

• Virtual events executed using the right approach can prove to be very valuable to attendees
• Although they lack face-to-face interaction, virtual events compensate with other benefits that are missing from live events
• Communicate the value of your virtual event to help invitees justify their attendance

• Demand marketing and account-based marketing (ABM) are rapidly evolving, causing confusion in the marketplace
• B2B marketers are eager to define and combine ABM and demand marketing strategies
• The “grizzly bear strategy” is a metaphor that marketers can use to help plan demand and ABM programs