By now, account-based marketing (ABM) is a proven revenue driver for B2B marketers — but some companies realize more benefits than others. And as new primary research from MRP and Demand Metric reveals, there are specific best practices that set ABM leaders apart from the pack – ones that any marketer can replicate in their own organization to boost ROI.
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Scott Matthews, the new CEO of MRP Prelytix, sat down with Demand Gen Report to discuss his recent appointment and the future of MRP in the B2B SaaS technology space. He also dove into how the B2B buyer experience has changed in 2021, the impact predictive data is having on ABM programs and how SaaS technology can help marketers provide value and increase revenue.
As the long-lasting impacts of Covid-19 will continue changing the ABM landscape, it’s imperative that marketing teams understand these changes and strive to meet buyers where they are. The research shows that the most successful companies will rethink their account profiles, increase their overall investment into ABM strategies and work to provide an omnichannel experience for prospects and clients alike.
It takes a lot to be the best – and even more to be the best year after year after year. At MRP, we’re committed to continual ABM innovation in service of enterprise ABM success. And we’re proud to be consistently recognized by industry analysts, experts, and leaders for our ongoing efforts, and the amazing work done by our clients on our platform every day.
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
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.
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.