As we near the end of another year, we want to thank our wonderful clients for your partnership and support. Over the past year, we have made great strides in improving our products and services, and we are committed to providing you with the best possible experience. In 2023, we will continue to focus on innovation and excellence, and we are eager to partner with you to achieve even greater success.
As the Ricciardi Group’s Head of Digital Strategy, Megan Creighton brings a wealth of experience in data-driven marketing and a passion for architecting strategic demand gen campaigns and processes that transform the bottom line. We asked Megan to share her views on the current state of B2B marketing and best practices when orchestrating ABM strategies.
Conversational marketing is fast becoming a core offering for enterprise ABM marketers – but scaling the nuance and complexity of a human-to-human dialogue takes more than a chatbot app. Comprehensive orchestration across the enterprise, accelerated by the power of artificial intelligence (AI), is a must to achieve real-time conversations that are satisfying and effective.
In this roundtable session, Mark Ogne, CMO at MRP sat down with Heather Rath to discuss how she and her team at ServiceNow have embraced strategic ABM to transform sales and marketing into lock-step revenue teams.
Virtual mainstage session with ABM expert practitioner Megan Creighton from Ricciardi Group will reveal the high-impact account-based strategies that build pipeline and drive revenue. This highlight presentation draws on Megan’s expertise in data-driven marketing to provide concrete best practices for using predictive account intelligence to respond in the moment to buyer and account journey.
Now more than ever, business at an enterprise scale is global, bringing new challenges and complexities for B2B marketers as well as new opportunities. Account-based marketing (ABM) can successfully drive global sales – but only if the right capabilities and processes are in place to support an orchestrated multinational effort.
The report describes how ABM leaders have adapted to new buying behaviors such as “looping” to repeat or update steps of the evaluation process; using multiple digital channels simultaneously for research; and conducting the vast majority of research independently – vendor sales rep meetings make up only 17% of buying groups’ time, Gartner found.
Personalization is one of the key aspects of ABM, however, it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, speaks to Media7 and sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.
ABM is rapidly maturing as a practice, not a moment too soon. Competition for attention and engagement is fierce. Amidst thousands of digital messages bombarding your buyers daily, you must demonstrate an understanding of their needs more granularly than ever. To make meaningful connections with prospects and customers amidst these changes, ABM programs that shift their initiatives to focus on highly personalized experiences tailored to the account level, individual locations, and buyer roles are driving revenue impact.
The most mature account-based orchestrations are adaptive, understanding a target’s changing needs, aligning content to those desires, and delivering personalized experiences consistently across multiple channels. This demands a new approach to data management, better use of intent and predictive insights, and fully synchronized orchestration.