The persistent focus on ABM in the B2B marketing industry today is so pervasive, it’s impossible for me not to think about the other ways that the industry might be shifting or how ABM might be infiltrating the practices we’ve grown so comfortable with. The whole concept of ABM is that you have a finite universe and that that’s a good thing.
Back in our interview with Mark Ogne, we touched on an important truth about account based marketing that many other thought leaders in the industry tend to overlook: some people aren’t getting what they felt was promised out of ABM.
E-mail marketing is a bit of a double-edged sword. It’s one of the most widely-used marketing channels, so those who use best practices will win. That said, it’s also one of the channels that has the most noise to cut through. Full inboxes tend to leave both marketers and consumers fatigued.
This introductory post on the concept of pipeline velocity is going to be one in a series in which we incorporate insights from MRP’s data scientist, Cary Correia, in order to take a deep dive on the subject. In the coming weeks, you can look for a progression of more in-depth posts about pipeline velocity that will collectively serve as a comprehensive resource on the topic. This mini-series will be one of many to come, so we hope you enjoy!
Across all verticals, predictive analytics, such as MRP’s Delta Marketing Cloud, is a new way to leverage big data to market to human resources professionals. A big pain point for software and service providers selling into HR is the high level of competition in the market, which means marketing and sales are under a lot of pressure to uncover opportunities and build pipeline.
ITSMA’s definition of account-based marketing (ABM) is: “Treating individual accounts as a market in their own right”. The core idea is to create a completely aligned sales and marketing process that targets a very specific set of accounts – accounts that have the highest propensity to buy your solution.
We’re all familiar with the display ad. They’re nigh impossible to ignore for web users, whether they come in the form of a handy suggestion on Google’s sidebar after making a relevant query or an image of that pair of shoes you were looking at yesterday following you from Facebook to eBay.
This week’s Thought-Leader Interview puts the spotlight on Mark Ogne, the founder of the Account-Based Marketing Consortium. He’s also EVP Partner Marketing at Demand Metric, advisor to NewzSocial and Board Member and Committee Chair for The Direct Marketing Association International Echo Awards. Noted for his innovation in Social Media Marketing and ABM, Mark is widely recognized for his marketing approach and global experience.
Here’s something you might have figured out about ABM by now: success might look different from what it looked like in your company’s pre-ABM era. Maybe you don’t know what it looks like at all — which wouldn’t be surprising, considering research shows that 82% of ABM programs fail to achieve measurable success.
Before predictive analytics, content marketing – and marketing in general – raised a lot of question marks. When a piece of content was hot, you’d get to enjoy the surge, but not have any great insight about what was making it work or who was really enjoying it. Content that would flop would simply flop – you’d know not to do that again, but why?