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The power of account-based marketing (ABM) to deliver ROI is indisputable. Companies using ABM report at least a 10% increase in revenue, with some as high as 30%, according to Demand Metric. ITSMA reported 87% of marketers said ABM outperforms their traditional marketing investments.
PHILADELPHIA- MRP Prelytix, the only enterprise-class predictive ABM platform, today announced its selection as the "Best Overall Account-Based Marketing Solution" for the second year in a row. Leading market intelligence organization, MarTech Breakthrough, evaluates technology solutions worldwide, searching for leading companies, technologies, and products in the marketing, sales, and advertising technology industries.
Marketers who rely solely on intent data or predictive analytics are missing out on valuable insights that can help simplify their ability to build ABM programs that deliver more relevant marketing and more significant revenue impact.
As the debate over account-based marketing “best practices” rages on, perhaps the biggest struggle lies with enterprise-class marketing and sales organizations.
Are you an enterprise account-based marketer stuck in an SMB "best practices" box? It's time to break free and tackle the complexity of your needs as they include multiple products, geographies, and marketing channels.
Enterprise B2B sales is a complex process of which the buying experience is one very important attribute to closely understand. Failing to appreciate the buying experience will likely result in failure, as you may target the right account at the wrong time. The problem here is structural, B2B marketers continue to hold onto strategies of the past, around industry segments, and channel-specific domain expertise.
The debate over ABM best practice struggles to make sense for sophisticated demand generation teams. Why? For organizations with a wealth of market experience, you already have sizable investments in lead generation, you have multichannel programs, scoring methodologies, and reporting, and adding a new and disconnected strategy and technology is more likely to confuse audiences, break measurement systems, and drive up the cost of acquisition. If you’re an enterprise-class marketing organization, adding a new silo of activity and measurement doesn’t make sense.
It’s been two years since Forrester first evaluated the account-based marketing (ABM) platform market and much has changed. The recently published report, The Forrester New Wave™: ABM Platforms, Q2 2020, shows an increasing consensus on solution focus and scope.
According to the report, MRP “best suits large enterprises with varied solutions and marketing resource models." As well, the report notes that "MRP can support mature omnichannel ABM programs that multiple departments, business units, or partners execute through multitenant deployments of its platform and complementary managed services." Customer references praised the quality of insights they get from MRP Prelytix, and the value delivered by complementary managed services.