Yes, I know… Nothing about that statement is surprising, and the vast majority of us know that we must focus on marketing to individuals, even (especially) within the B2B realm where we talk to groups of individuals. Marketo released its latest ebook a few weeks ago proving we’re all firmly entrenched in the Engagement Economy, and personalization and experience are the two heavy hitters that we need to start in every game. This is all well and good.
Organizations of all sizes have become so entrenched in the traditional demand gen model, one that favors quantity of leads over their quality, they can’t envision reorganizing their sales and marketing teams to accommodate the demands of an ABM approach. Many marketing executives I talk to understand the upside of ABM, but ask the same sorts of questions as they contemplate adopting it for their organization. Here are the top 7 questions we are continually asked regarding ABM.
It doesn't matter if you sell software or soft drinks, without dedicated employees, your company will not realize it's true potential. Your greatest resource walks out on two feet, everyday. And sometimes they don't come back. I've learned that instead of spending my time chasing the unknown, trying desperately to ensure every employee is happy every hour of every day, I had to step back and assess what I've learned to truly make impactful changes. Yes, turnover is inevitable.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Obama AND Romney or Obama + Romney.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used.) For example, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".