Bob Hebeisen
I'm a Boston-based marketer, currently seeking new full-time and contract opportunities. I've formerly held Head of Marketing, Field Marketing and Channel Marketing roles. I have spent most of my 20-year career in Business-to-Business (B2B) technology marketing.
Contact me at http://www.linkedin.com/in/bobhebeisen
Author Archives: Bob Hebeisen
Why Business Signs & Displays Still Matter in a B2B Marketing Strategy
For companies that operate in the real world business signage is a core part of your B2B marketing strategy, brand, customer experience, and revenue engine. Continue reading
Pro Tips: Creating an Email Signature for your Email Marketing
Your email marketing success or failure can come down to many little details. One of those details is having a simple, professional, branded email signature for each sales person at the bottom of each message. I was recently spinning up … Continue reading
Account Based Marketing: Deploying ABM Software
Observations about deploying ABM software including configuration, establishing your ABM model strategy, piloting to a small group, and rolling it out to the team. Continue reading
Posted in Account Based Marketing, Facebook
Tagged abm, Account Based Marketing, b2b, b2b-marketing, Field Marketing, marketing, Sales Enablement
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Account Based Marketing: Evaluating ABM Vendors
Tips and tricks for evaluating Account Based Marketing (ABM) vendors. Continue reading
Posted in Account Based Marketing, Field Marketing
Tagged 6sense, abm, Account Based Marketing, b2b-marketing, Field Marketing, marketing
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Tuning your content marketing for optimal lead gen
WARNING: If you have corporate comms or brand stewards reading over your shoulder you might want to have them avert their eyes while you read this post. As a B2B technology marketer my heart belongs to lead gen. Lead gen … Continue reading
Are Glance Pants “The Most Creative Event Marketing Tactic You’ve Ever Seen”?
For events and trade shows, get creative to be memorable, promote the brand, and break the ice with foot traffic. Continue reading
Case Study: ABM drives teamwork between Marketing & Sales
I’ve been in B2B marketing for a long time, and all too often I’ve seen Marketing and Sales organizations interact like squabbling step-brothers — grandstanding, backstabbing, and blaming each other for failure.
If the 80/20 rule applies, then ABM is probably right for you
[Article re-posted from LinkedIn] I was running through an Intro To Account-Based Marketing presentation with a client the other day and he asked if ABM is appropriate only for billion-dollar target accounts. The answer is no.
Free Template: How to prioritize your target accounts for ABM
Scenario: You’re gearing up to kick off your new Account-Based Marketing initiative, but you’re faced with an important question: what accounts should you start with? Most B2B sales organizations have a long list of hundreds of top-tier target accounts. Choosing the … Continue reading
Content Marketing: If You Build It They Will Come… Maybe
“If you build it, they will come” has become a mantra for content marketing. Create valuable content and your prospects will find you, and they’ll show up ready to sign purchase orders. But marketers know it is a lot harder than that. It takes a lot of planning & preparation, disciplined execution, and collaboration across marketing & sales teams to make content marketing work and to convert it to business. Continue reading
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