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Abigail Matthews

Abigail Matthews is an agency's dream come true, combining her expertise in B2B Marketing and Digital Marketing. With insights relating to B2B marketing, Abigail's readers have been able to develop successful demand generation programs for tech companies. Her work has also been cited in industry publications and leading business periodicals. 
Advocacy Marketing: Why It’s Essential and How to Do It Right
Digital Marketing
Advocacy Marketing: Why It’s Essential and How to Do It Right

In the world of marketing, word of mouth is perhaps the most potent tool that a brand can leverage. It’s why influencer marketing is such a big hit – people trust recommendations from individuals they know and look up to. However, what if you could harness that same power from actual customers? That’s the beauty of advocacy marketing. In this

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Demand Generation: Tips for Attracting and Converting Prospects
Digital Marketing
Demand Generation: Tips for Attracting and Converting Prospects

The primary goal of marketing is to generate sales by creating demand for a product or service. One effective marketing strategy for achieving this objective is demand generation. This approach involves identifying potential customers who may not yet realize their need for the product or service and engaging them with the brand. Through a process of nurturing and guiding, these

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Gamification: A Fun and Social Approach to Boosting Engagement in Marketing Campaigns
Digital Marketing
Gamification: A Fun and Social Approach to Boosting Engagement in Marketing Campaigns

When it comes to marketing, engagement plays a critical role. Even if you create the best advertisements in the world, it won’t matter if your target audience isn’t interested. Therefore, finding ways to increase engagement levels can be the key to achieving marketing success. One increasingly popular method for boosting engagement is gamification. In this article, we’ll explore how gamification

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Crafting Customer-Specific Value Propositions: A Guide to Winning in Complex B2B Sales Environments
Digital Marketing
Crafting Customer-Specific Value Propositions: A Guide to Winning in Complex B2B Sales Environments

In a complex B2B sales environment, a strong value proposition can often make the difference in winning business. However, having a generic “unique value proposition” may not be sufficient to persuade potential customers. To truly resonate with prospects, the value proposition should be tailored to align with their specific needs, priorities, and motivations. To develop a value proposition that effectively

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The Importance of Aligning Ad Creative with In-App User Experience for Successful Mobile Marketing Campaigns
Digital Marketing
The Importance of Aligning Ad Creative with In-App User Experience for Successful Mobile Marketing Campaigns

The mobile marketing industry is rapidly expanding and has become a significant source of revenue for businesses. Utilizing in-app advertising is an effective method to reach potential customers and increase app installs. However, successful campaigns heavily rely on aligning the ad creative with the in-app user experience. In this article, we will examine the significance of ad creative alignment for

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Beyond Google and Facebook: The Importance of Diversifying Advertising Investments
Digital Marketing
Beyond Google and Facebook: The Importance of Diversifying Advertising Investments

In the realm of digital advertising, two companies reign supreme: Google and Facebook. These tech giants provide the means for marketers to reach their target audience through search and display ads or social media campaigns. Despite their extensive offerings, is it wise to depend solely on Google and Facebook? In this article, we will explore the potential addiction to these

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Maximizing Engagement in B2B Sales
Digital Marketing
Maximizing Engagement in B2B Sales

Successful B2B sales hinge on effectively engaging buyers. Engaging buyers leads to higher win rates, shorter sales cycles, and ultimately increases revenue for the organization. However, achieving this level of engagement is no easy feat. In this article, we will discuss the importance of delivering personalized and interactive experiences to buyers, the challenges sales teams face in terms of limited

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Measuring the Success of a Demand Generation Plan
Digital Marketing
Measuring the Success of a Demand Generation Plan

Successful approaches are essential for businesses in today’s competitive landscape. A successful approach is comprised of many key elements, including personnel, strategies, and objectives. Consumers also have different expectations when interacting with businesses, which means it is important to consider their habits when creating an effective approach. The primary goal is to gain maximum revenue from marketing resources while emphasizing

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Introduction to the Full-Funnel Marketing Approach for SMBs
Digital Marketing
Introduction to the Full-Funnel Marketing Approach for SMBs

The Funnel Approach for Businesses is an important concept which helps businesses to understand and target potential customers, as well as to better understand their buying journey. The concept involves visualizing the customer journey in a funnel-shaped model, with customers starting off at the top of the funnel, moving through the middle and then reaching the bottom, where they make

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Unlocking the Power of Predictive Audience Models for Businesses
Digital Marketing
Unlocking the Power of Predictive Audience Models for Businesses

In this digital age, businesses are increasingly turning to predictive audience models to remain competitive in their respective markets. A predictive audience model is a powerful tool that enables businesses to identify potential best customers and maximize their market share by accurately predicting customer behavior and interests. It takes into account various factors such as item affinities, customer lifetime value,

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