Every vendor is fighting for the same attention. Sales and marketing teams are under pressure to reach the right buyers, say the right things, and make every interaction count. Yet most still rely on assumptions about who their buyers are and what they care about. Buyer Intelligence  changes that. It is the process of understanding your prospective customers in real depth. It looks at their organisation, the people involved in decision-making, and how those buyers view your b

When enterprise technology vendors think about marketing and selling their solution, they often focus too narrowly on individual personas - perhaps the CIO or the IT Director. But in many large technology purchases, it’s not just one or two people making the decision - it’s likey to be ten or more. Understanding the full buyer group  is essential if you want your messaging, outreach, and campaigns to cut through. Yet we find that many marketing teams are relying on assumption

At Viewpoint Analysis, we partner with companies around the world to research their ABM accounts, helping them understand each prospect deeply and tailor messaging to the right contacts. After analyzing hundreds of organizations, we’ve learned that ABM account selection is the most crucial first step to success. In this blog, we’ll share our perspective on what makes an ideal ABM account - what to consider, what to avoid, and how to set yourself up for a powerful, personalize

It’s the question every technology vendor should  be asking - what do buyers really think about us? You might have your own assumptions. Your sales team hears anecdotal feedback. Your marketing team runs surveys. But rarely do vendors take the time to step back and run a truly independent, in-depth investigation into how their prospects, customers, and partners actually  perceive them. They just guess and hope for the best. They invest money into the marketing function and ba

What are 1:Few ABM Accounts? 1:few ABM accounts are a company's target accounts but are deemed to be a little less important than their 1:1 accounts. Where we might be super-focused on a 1:1 account, we have more accounts to manage in 1:few marketing, and that means resources are a little thinner. When it comes to account research and understanding those businesses, we have less money to invest (both in terms of marketing and account research), and we need to be more focused

Account-based marketing (or ABM for short) is a hot topic in the marketing industry. An increasing number of businesses are turning to ABM to ensure that they can market to the most important prospects for their solutions. In this blog, we look at what ABM services are available to support the account-based marketing teams to do an even better job! ABM services are a core part of what Viewpoint Analysis does to help our clients to win more deals. We are a 'Technology Matchmak

Account Profiling is probably the very first step that any sales or marketing team takes in order to target a new account. It is therefore one of the most important activities that can be performed when investing in a new account patch or a new list of target accounts. Viewpoint Analysis acts as a 'Technology Matchmaker' - and one-half of what we do is to help sales teams to understand their customers better. That begins with account profiling or account research and we do a

Getting the Deal-Based Marketing basics right can be the difference between a sales pipeline that converts, and one that stagnates. Done well, Deal-Based Marketing can really accelerate warm leads through pipeline stages and see competitors out-maneuvered. What is Deal-Based Marketing? Deal-Based Marketing (DBM) is the art of marketing to an already engaged prospective customer in order to amplify sales messaging, differentiate the business, and increase the chances of sales

Deal-based marketing is all about differentiating a company's products or services so that they can create a better chance of winning a live customer pipeline opportunity. There are several deal-based marketing services and tactics that Viewpoint Analysis helps our customers with to challenge the status quo and increase their chances of winning the deal. Deal-Based Marketing Services Account and Contact Research The first step in every DBM opportunity is understanding the cli

If you are in sales or marketing, knowing about company profiling - the mechanism by which we understand a prospective customer and as a result, we can target them effectively - is exceptionally important. It is only by putting the time in to research a client, that we can then tailor our content, messaging, and language to differentiate our business and service. It is perhaps the most unpopular job for any sales or marketing team. For large accounts, the process should take

When you communicate with your target customers - do you speak the same language? Do you use terminology that they use internally to...