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.
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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.
The COVID-19 pandemic introduced new complexity into the already highly dynamic and challenging enterprise sales environment - and created new challenges for marketing leaders, particularly those at large organizations. However, increased agility, relevance, and ABM investment promise to drive transformation as enterprise marketers turn to new technologies to remain competitive.
As the business world continues to find its footing in a post-pandemic world, account-based marketing (ABM) has never been more essential. In order to deliver contextually-relevant and timely messages amidst changing conditions, companies need to harness quality data, predictive insights, and next best actions via a unified platform.
Enterprise organizations are inherently global; they tend to have multiple product lines, serve multiple geographics and languages. Yet when each part of the business chooses its own ABM approach and technology solution, costs explode and teams battle their peers for business, causing anarchy within the organization and sowing confusion among target accounts. The danger is that everyone ends up competing for resources; and too often those resources are poorly allocated when it comes to supporting the overall business strategy, which requires having a comprehensive view of what’s happening.
Global ABM success requires capturing and using intent data signals in multiple languages. Next week’s Forrester B2B Summit presentation with MRP and Lumen Technologies LATAM provides a playbook for meeting this challenge, and more.