Resource Center
New Research Provides Insight Into COVID’s Impact on Account Based Marketing
Before the pandemic hit, enterprises had started to embrace account based marketing (ABM) to enable sales and marketing success in a highly dynamic and challenging environment. Today, enterprise marketing leaders are navigating a new and drastically different landscape, tasked with forging new connections as companies and their products evolve on both ends of the sales cycle.
MRP Appoints Chief Technology Officer
Custeau, who previously served as Senior Vice President of Product at MRP, is a seasoned technology executive with more than 20 years of experience in global product leadership for Oracle, Infor, and more. In his new role, he will be responsible for extending MRP Prelytix to continue to equip enterprise marketers to cut through complexity and forge meaningful, personalized connections – at global scale – with target accounts worldwide.
Speed Force: Providing complex analytics at lightning speed
How many vendors in our space promote their offerings as “omnichannel, real-time marketing personalization using big data and AI”? As much as the hype has overstated what AI might do for marketing in the next 12–24 months, the reality of how AI is already working in marketing today is often under-recognized. While it’s mostly about the data, one other factor that we should focus on with algorithmic marketing of any kind is the exponentially accelerating speed at which these functions operate.
Is Your ABM Platform As Enterprise As You Are?
Existing account-based marketing (ABM) platforms have their roots in serving the needs of early-stage organizations. While this can be construed as a natural state of development for the VC backed, minimal viable product focused tech startup, the short-term decisions based upon speed to market, have resulted in the development of channel based, narrow silos of activity.
New Hope In The Battle Against Account Based Spam?
B2B buyers engage with brands when the content is in the context of their needs. The quickest way to become unconnected is to shove messages that are irrelevant in the face of target account buyers. Automating sequences of these messages, regardless of how unique the media will do nothing more than scale that irrelevance. As the ABM Consortium stated – Scale is NOT a substitute for intimacy.
What The Professor & The Madman Have In Common With Marketing
I’m just wrapping up reading The Professor and the Madman, which has become the basis for the upcoming biographical movie of the same title. The life of Professor James Murray is portrayed as he begins work on compiling words for the first edition of the Oxford English Dictionary (OED) in the mid-19th century. While a great read, I fear I’ll never be able to see the book translated to the big screen, despite Vertical Entertainment acquiring US distribution rights to the film this year following a lengthy legal dispute for the last two years.
What Social Media Drives Your Traffic?
Social media is everywhere, and no matter what your company does or who your target audience is, they are going to have at least a few social media accounts. These accounts can range from personal and mostly for fun to professional and only for work – but most often, they will fall somewhere in between.
Getting Inside Information About Your Potential Customers
Whether you are first starting a business or you have an established name and are just looking to expand, everyone tells you that you absolutely need to know your potential customers and target markets – but there is a problem, no one really tells you how to do that. Whether you are a small company or a large corporation, research is vital for continued success no matter the level.
3 Takeaways from RampUp
There is a new world out there for B2B marketers. How we do things are constantly evolving. Marketers can either embrace the change, leveraging new and exciting ways to reach their markets, or not, and be forced to hold onto their legacy marketing strategies. At RampUp, LiveRamp’s event for the data community, this was the prevalent theme.
Rest assured, cold calling is NOT dead.
While purchasing lists of target accounts remains a common tactic for sales functions who want to move rapidly before organic lead generation, spamming these lists with numerous cold outreaches really isn’t going to cut it. Account-based marketing is an impactful strategy to generate leads and reduce resources spent on unqualified leads. However, an effective ABM strategy requires targeted collaboration from both marketing and sales teams that goes beyond traditional cold outreach tactics.
MRP Welcomes Senior Vice President Of Sales
PHILADELPHIA, Feb. 12, 2019 /PRNewswire/— MRP, the leading global provider of AI-powered customer acquisition software and services, has appointed Tom Koletas as Senior Vice President of Sales.