Tag: ABM
AI and Automation of Marketing, Sales and Customer Service: The Future of Portuguese SMEs in 2025
0 (0)The year 2026 will radically reshaping the digital landscape. Artificial intelligence (AI) has moved from a support tool to the engine behind every marketing, sales and customer‑service operation. For Portuguese SMEs—often operating with limited resources—adopting AI and automation can be the difference between rapid growth and stagnation.
Accelerate Your SME’s Growth: 75% of AI Costs Funded by Portugal’s Recovery Plan
0 (0)Artificial Intelligence (AI) is no longer a technology exclusive to large corporations. Today, it is the most powerful engine for productivity, efficiency, and competitiveness for SMEs. Recognizing this potential, Portugal’s Plano de Recuperação e Resiliência (PRR) has launched a specific funding line: the “IA nas PME” (AI in SMEs) initiative. As experts in AI and…
Marketing segmentation: Concept, Process, Strategies and Importance
0 (0)Marketing segmentation is a strategy that divides a broad market into subsets of consumers with similar needs, characteristics, or behaviors. This practice allows companies to tailor their marketing campaigns to better meet the specific needs of different groups, thereby increasing the effectiveness of their strategies. Marketing Segmentation Process The marketing segmentation process typically involves several…
Strategic Marketing: First steps
0 (0)Strategic marketing is the branch of marketing planning that deals with defining long-term objectives, identifying target markets, and developing comprehensive plans to achieve organizational goals. It provides the framework and direction for operational marketing activities, ensuring all actions align with broader business objectives. Unlike tactical marketing (which focuses on short-term campaigns and promotions), strategic marketing takes a big-picture…
Marketing Positioning: Concept, Process, Strategies and Importance
0 (0)Definition and Concept Marketing positioning is the strategic process of creating a distinct image or identity for a brand, product, or service in the minds of consumers—differentiating it from competitors. The goal is to establish a unique perception that resonates with the target audience by emphasizing the attributes and benefits that make the offering stand out…
What do you mean by Operational Marketing?
0 (0)Definition and Concept Operational marketing (also known as tactical marketing) is the execution-focused arm of marketing that implements specific strategies to achieve an organization’s marketing goals. While strategic marketing defines long-term objectives, operational marketing deals with the day-to-day actions that bring those strategies to life. Key Characteristics: ✔ Short-term focus – Drives immediate results (e.g., campaigns, promotions).✔ Execution-driven – Puts strategic plans into action.✔ Data-backed – Relies…
Marketing Communication: ATL (Above the Line) vs. BTL (Below the Line) vs. Digital
0 (0)Definition and Concept Marketing communication can be broadly classified into three main categories: Each approach serves different business objectives, and the most effective marketing strategies often combine all three. 1. ATL (Above the Line) Communication Definition: ATL refers to traditional mass-media advertising aimed at broad audiences to build brand awareness. Key Characteristics: ✔ Mass reach – Targets large, general…
Link between Marketing and Sales and the Account Based Marketing Methodology (ABM)
0 (0)Introduction A company’s success heavily depends on the synergy between marketing and sales teams. When these two functions align, businesses can:✔ Increase lead conversion rates✔ Shorten sales cycles✔ Boost revenue growth One of the most effective strategies to achieve this alignment is Account-Based Marketing (ABM). This article explores: The Power of Marketing & Sales Alignment How to Achieve Synergy Benefits…
Does it make sense to apply the ABM methodology to the B2C segment?
0 (0)Offering ABM (Account-Based Marketing) to the B2C Segment At first glance, offering ABM services to the B2C (Business-to-Consumer) segment may seem counterintuitive, as ABM is traditionally associated with B2B (Business-to-Business). However, there are cases where applying ABM principles in B2C makes sense. Let’s explore the key considerations: ABM in a B2C Context Benefits of ABM…
