In Part 1 of this blog, I focused on six trends to help convince B2B agencies that they should make ABM display advertising part of their revenue streams.
Ok. Let’s say I have done my job and you are now sold on ABM display advertising. Now what?
To tap into those new ABM display advertising revenue opportunities, you are going to have to supplement the skills and talent of your current staff. If you are a traditional B2B agency you probably have account management, copy writing, graphic design, media buying, negotiation, production management, public and media relations well covered.
To help your clients succeed with ABM, you are going to have to hire some talent with skill sets and experience that you may not have needed—or considered—in the past. As a B2B agency, here are the five skills that you should seriously consider as you plan to embrace ABM and help your clients.
1. Strategy: You need to hire a few folks who have “been there, done that.” Successful strategy experience cannot be underestimated—and it is truly appreciated. Most of your clients who will be interested in ABM and display advertising “don’t know what they don’t know.” Continue reading