Be An Educated Consumer.
Recently I attended an Account-Based Marketing (ABM) conference and had the opportunity to speak with three attendees during different breaks who told me that they were already using a display advertising platform. “Great.” I said. “What made you choose that specific platform?”
Response #1: “A board member recommended it to us.”
Response #2: “I saw their advertising everywhere so I figured they were popular.”
Response #3: “They put on their own user conference so we thought they were big with robust features.”
“So, how did that choice work out for you?”
In all three cases, the person I was talking to put his or her head down and said something to the effect, “It is a bit frustrating. We had expected different results.”
How can you have any expectations when you didn’t bother to do due diligence on your display advertising platform? Two of these folks were VPs of Marketing. The third was responsible for all ABM marketing programs for his company. Continue reading