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
Category Archives: Marketing Planning
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
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
Free Template for Building Your Annual Marketing Plan
Download this free template for building your annual marketing plan. Continue reading
Posted in Field Marketing, Marketing Planning, Media Planning
9 Comments
7 Ways Marketing Automation Makes Life Better For Multitasking Marketers
By Bob Hebeisen True story: the other day I stepped on a dead bird while walking home from daycare drop-off. I didn’t see it because I was reading my email on my smartphone. Multitasking can be messy! We are all … Continue reading
Posted in Hubspot, Marketing Automation, Marketing Planning
8 Comments
#2. Marketing Automation: A/B Testing
By Bob Hebeisen Part 2 of 7…Here are 7 ways Marketing Automation helps marketers multitask more effectively: #1. Setting up marketing campaigns for appropriate tracking #2. A/B testing #3. Integration with CRM #4. Lead nurturing for better lead quality #5. … Continue reading
Posted in A/B Testing, Hubspot, Marketing Automation, Marketing Planning
5 Comments
#3. Marketing Automation: Integration With CRM
By Bob Hebeisen Part 3 of 7…Here are 7 ways Marketing Automation helps marketers multitask more effectively:#1. Setting up marketing campaigns for appropriate tracking #2. A/B testing #3. Integration with CRM #4. Lead nurturing for better lead quality #5. Doing … Continue reading
Posted in Hubspot, Marketing Automation, Marketing Planning
6 Comments
#4. Marketing Automation: Lead Nurturing For Better Lead Quality
By Bob Hebeisen Part 4 of 7…Here are 7 ways Marketing Automation helps marketers multitask more effectively:#1. Setting up marketing campaigns for appropriate tracking #2. A/B testing #3. Integration with CRM #4. Lead nurturing for better lead quality #5. Doing … Continue reading
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