The peer-led buyer: why trust trumps pitch

Buyers don’t want your pitch—they want proof. Today’s retail tech decision-makers are self-educating, peer-influenced, and allergic to outdated sales tactics. Over 80% of their journey happens before they speak to a vendor. So if you’re not showing up in the places they trust—content, conversations, and events—you’re not in the running. In this article, we explore how B2B buyers research, why peer-led content and events outperform traditional marketing, and what vendors can do to build trust before the sales cycle even starts.

NRF reflections part 3: robots impress, retailers chase efficiency, and AI lacks clarity

Retailers at NRF were focused on flexibility and efficiency, while robotics delivered exciting innovations in physical retail. However, AI messaging remained vague - vendors must clarify real benefits to customers.

2025 is the year of delivering real value in technology

As we kick off NRF in chilly New York, we're focused on a crucial theme for 2025: delivering true value to customers, partners, and communities. Let's make every connection count.

Efficient SaaS growth calls for smarter B2B targeting

With marketing budgets tightening, SaaS businesses need precise strategies. Instead of targeting a broad "B2B sector," identify specific sub-verticals, do your research, and build tailored engagements that truly resonate.

Productising Services – A New Revenue Growth Angle For Service-Based Businesses

Services-based businesses are looking for a way to break the cycle of endless pitches and quiet periods. How? Many are thinking of productising their services to boost gross margins, and create a more consistent, more reliable revenue stream. In this article, we break down the ins and outs of why productising your services is worth it and how you can do it.

Rethinking Demand Generation in ABM and Tech Sales

In the latest installment of our founder's Tank Top Diaries video series, he challenges the common term "demand generation" used in Account-Based Marketing (ABM) and technology sales. Is it really accurate to say we're generating demand? In reality, effective marketing and sales efforts should focus on creating curiosity, engagement, human connection, and a sense of need in the customer's mind. Explore this thought-provoking perspective on the language we use and how it shapes our approach to ABM and tech sales.

Building a Business Case for Hiring an Account-based Marketing Agency

Getting the ball rolling on an ABM programme requires budget, and that requires a thumbs-up from the powers-that-be. You’ve got to build a concrete business case. In this article, we’ll equip you with everything you need to build a business case.

5 Strategies to Engage Leads Using Account-Based Marketing (Trade Show Edition)

Start actually engaging and converting the leads you pick up from tradeshows and events using these 5 ABM strategies. These five ABM lead engagement tips will ensure you find customers that will stay with you, and grow with you.

What Are the Best Channels for Account-Based Marketing?

There’s more to B2B marketing than LinkedIn. So in this article we break it all down – which channels are best for B2B ABM, when to use them, how to use them most effectively and, most importantly, how to determine which channels are the right channels for your ABM programme.

ABM, SaaS, Bald Guy in a Vest: Declaring War on B2B Demand Generation

Demand generation is a pile of crap. We’ve said it on paper many times – now we’re saying it on camera! This 2-minute read tells you why we’re waging war on B2B SaaS marketing, and why demand generation means less then nothing.

7 Proven ABM Targeting Tactics for Maximum Results

Account-based Marketing (ABM) has emerged as a powerful strategy for B2B marketers looking to connect with their target accounts on a more personalised level. In this article, we will delve into the basics of running an ABM campaign and guide you through the key steps to success.

How to Run an Effective ABM Campaign

B2B SaaS and technology businesses continue to use account-based marketing (ABM) as a potent tool to grow existing and win new business. Yet, mystery still surrounds the concept of ABM. In this article, we break down how you can run an effective account-based marketing campaign, including how to build your ABM team, how to align your Sales and Marketing functions, tips on identifying and segmenting your target accounts, developing personalised strategies and how to execute your ABM campaign.

Why Cold Email Campaigns Are a Curse (And How You Can Fix Them)

Cold email campaigns (done wrong) are becoming a curse on the B2B SaaS and technology industry. But that can change. In this article, we outline where most businesses get them wrong (with examples), why they keep getting them wrong, and address the underlying issues with cold sales emails and how they could harm your brand and reputation. Then we strip it all back and give you actionable information you can take away and implement in your business to improve any email marketing your Sales teams do.

ABM Strategy: A Proven Way to Boost Your Client Growth

Account-based marketing is an incredible tool to help B2B SaaS and technology businesses grow their existing client contracts and win new ones. In this article, we break down what makes account-based marketing different to other marketing methods, what makes account-based marketing so effective, and how you can use the key concepts of ABM strategies to build communities, advocacy groups and advisory boards to help you win more business from your existing clients.

Community-Attributed Revenue (CAR): How to Measure the Revenue Impact of Your Community

As an account-based marketing agency, we’re lucky in that we get to chat to B2B technology businesses every week. Recently, SaaS vendors that “get’ marketing consistently tell us that building a community is vital. They’re right – if you can measure it correctly. Community-attributed revenue (CAR) is a little unexplored but not at all uninteresting. In this article, we outline the 6 areas to measure to start attributing revenue to your community.

How to measure demand generation success (so it doesn’t become lead generation)

Our privileged position as an account-based marketing (ABM) agency, means we often get the chance to have a nosy around vendor and SI land. And we’ve noticed a trend. What looks like a demand generation is often really a dressed-up lead generation program (and almost never true ABM). Measuring demand generation by the wrong metrics is where businesses usually trip up. So this article will outline the differences between demand generation and lead generation, how to measure demand generation success and what it means for your marketing and sales teams.

What are the 3 biggest challenges eCommerce merchants face in 2023?

As an account-based marketing (ABM) agency, we’re lucky enough to spend our days chatting with eCommerce merchants about what challenges they face. ABM means we listen with a sympathetic ear, and now we’re sharing what we hear. This article outlines the biggest challenges eCommerce merchants in 2023, what that means for vendors, and how that might inform your sales strategy and positioning.

Making the most of your Outbound Demand-Generation Efforts

More and more companies are considering an Account-Based Marketing (ABM) approach, and with very good reason. A recent 2019 survey carried out by Digital Kungfu revealed that 47% of ICT companies have been successfully using ABM for at least a year and the number of companies using ABM strategies has doubled over the past 12 months. Alongside this, 85% of marketers (according to Marketo research) said that ABM provided significant benefits to retaining and expanding existing client relationships.

The Ever-evolving Relationship Between Sales and Marketing

Sales and Marketing are often seen as two separate divisions within a company. At BuyingTime this isn’t the case – we believe that although the daily operations of these teams are focused on different aspects of the customer relationship, they should function together as a single unit. The relationship is completely intertwined, and recognising where each team specialises and how they can aide one another to generate business growth is certainly at the forefront of what we deliver at BuyingTime.

Halfway - New Start or Kickstart? - How to make real headway going into Q3, Q4 and beyond…

As we all reach the halfway mark for 2019 and start rolling towards the second half of the year, have you put in the work with prospects already in the pipeline to frontload Q3/Q4 or are you behind and even having to start from scratch? Maybe you’ve been so focussed on hitting those short-term monthly and quarterly targets that not enough forward preparation has been done going into the latter part of the year…

"But that's the way we did it before..." – Be Human Again - Learn, Adapt and Evolve

So, you have a fresh round of funding and new investors onboard, meaning there’s targets to REALLY hit and ROI to TRULY deliver. You’ve recruited a full sales team - two senior sales folks, two sales managers, four junior sales reps - to go along with your all-encompassing marketing programs, bought-in data, target account programs, nurture programs, and fancy new website…

Top of the funnel content - What? How? Why?

"Account-Based" Marketing Programs are "de rigueur" in 2019. Many of these programs are content-based, but to get straight to the point - we see far too many companies using their existing content engines for these projects, serving from their regular flow of Case Studies, White-papers, thought leadership articles and, of course, videos from their sales kick-off conferences…

The End of "Buy or Goodbye" In The Technology Sector?

The unswerving focus on quarterly sales targets, which in turn drives slightly strange behaviour from marketing and sales alike (most of which goes against the human instinct of building relationships) is truly killing trust and long-term revenue growth across most technology sectors