Resources & Insights
Learn more about data-driven sales and marketing and how it
drives customer engagement.
More B2B companies than ever rely on ABM as part of their marketing mix, but they face significant challenges in order to successfully navigate escalating complexity and scale. As they emerge from the global pandemic, companies need a unified approach, both from teams and technology, in order to ramp up to meet those challenges.
The concept of data-driven marketing is grabbing more headlines than ever -- but it’s a rare company that can live up to the hype. That’s the plain-spoken truth MRP’s Pierre Custeau recently shared on the CMO Confessions podcast, where he detailed how rarely companies achieve the holy grail of truly data-driven, customer-centric marketing.
In the world of ABM, “orchestration” is often used as shorthand for coordinated campaign execution. Too often, though, these efforts are really solo endeavors – generated by individual teams or promoting a one-note message, however consistently replicated across marketing channels. But to thrive amidst the challenges of 2021 and beyond, companies need to equip themselves with the tools to achieve true orchestration.
High-performing ABM is now fully omnichannel -- and perhaps surprisingly, it’s enterprise companies that face the steepest hurdles when it comes to leveraging the new opportunities that abound. But as Steven Casey, VP and research director at Forrester, detailed in a recent webinar hosted by MRP, enterprise firms with the right technology can transform challenges into advantages to realize their full ABM potential
Enterprise business models, sales and marketing have been dramatically disrupted in the last year, creating new opportunities and challenges for connecting with complex target accounts who are undergoing changes of their own. With 81% of enterprise marketers planning to increase account-based marketing (ABM) investment in the upcoming year, B2B marketing is increasingly strategic and visible - and the need for data-driven, connected and coordinated ABM is more important than ever.
As 2021 heats up, ABM investment is increasing, but there’s no going back to business as usual - and doing more of the same doesn’t equate to sales and marketing success. MRP is proud to announce the “Summer of ABM'', a first-ever event series designed to equip enterprise marketers with the research, insights, and best practices to succeed as marketing velocity accelerates and channels multiply.
For a number of reasons, channel organizations have been laggards in automation. We estimate that over 80% of companies (in all industries) ) run their indirect sales in a silo — completely separate from sales, marketing, and other lines of business. Discover why account-based enablement can help partners achieve these more significant marketing outcomes, faster and with higher sensitivity to their budgetary requirements.
MRP CTO Pierre Custeau will join Demand Gen Report editor and industry watcher Andrew Gaffney at B2BMX on June 9 from 3:30 - 4:00 pm ET for a fireside chat on Using Data to Drive Human Connections to spotlight how the most advanced ABM practitioners are using data in new ways to forge meaningful omnichannel connections across multiple geographies, languages, and lines of business.
More than a slew of statistics, research points to an undeniable truth; much of the best practice and capabilities of the supporting platforms are causing marketers to miscalculate the value of buyer needs. And none of the possible examples are more glaring than that of Account-Based Marketing. There’s a gap between industry excitement about ABM and the satisfaction marketers see in their ABM results.