In an age when modern marketing dominates content and conversations, tried-and-tested tactics like inside sales are often left out. Inside sales has been a critical success factor for winning B2B companies. This success has also created key challenges that can limit future scale.
I’m currently a Global Head of Marketing and Delivery at MRP. On one side, I am responsible for all Marketing activities globally, from brand to demand, and on the other, I am responsible for global delivery of all Client Software and Marketing Services execution. This is especially important because I’m my own toughest client. This allows me to see where the gaps are and how to continue to enhance customer value. Prior to MRP, I was Head of Marketing at a Finance tech and Local Marketing software company, ultimately landing at a Marketing agency that was later acquired by MRP.
We’ve all seen the buzzwords in recent years. Big Data. Artificial Intelligence. Smart everything, from toilets to thermostats. Companies rush to keep up with the next fad without really understanding what the true advantages of this new technology are and how it can impact their business. The actual technology becomes overshadowed by the hype, unable to deliver on the many promises that businesses rush to peddle.
B2B buyers engage with brands when the content is in the context of their needs. The quickest way to become unconnected is to shove messages that are irrelevant in the face of target account buyers. Automating sequences of these messages, regardless of how unique the media will do nothing more than scale that irrelevance. As the ABM Consortium stated – Scale is NOT a substitute for intimacy.
In this interview with MarTech Advisor, the CEO and Co-Founder of MRP, Kevin Cunningham shares how marketers can enhance the ROI of account-based marketing (ABM) programs. If marketers are wondering about the benefits of account-based marketing for B2B marketers, then the list is long, says Kevin.
Over the past decade, the marketing automation industry has undergone massive transformation. Spending in the United States is forecast grow to 25 billion U.S. dollars in 2023 according to Forrester. As B2B buying cycles become increasingly more complex, marketing teams are feeling even more pressure to provide performance at scale across multiple channels and platforms. Originally focused on email, many of today’s marketing automation platforms (MAP’s) include functionalities that support content management, multi-channel orchestration and advanced analytics and data management capabilities.
Marketing automation is no longer just programmed emails, administrative tasks and daily maintenance but about end-to-end marketing solutions driven by AI. Because of this, response marketing automation tools were designed for businesses because they cannot solely rely on traditional marketing automation tools. These non-traditional tools come into play when integrated into a predictive analytics system.
One of the greatest opportunities in ABM today is to integrate the data and messaging of marketing’s most valuable communication channel, email marketing. So why is it that most B2B marketers ignore the role of email when it comes to ABM? Is it because most ABM platforms ignore email? Quite possibly. In fact, only a select few ABM platforms have the ability to gather insights from a clients’ email ecosystem and deliver coordinated messages back.
PHILADELPHIA, May 6, 2019/ PRNewswire/ - MRP, the only enterprise-class predictive ABM platform, today announced the launch of its' Program Waterfall functionality within its award-winning predictive analytics and account-based marketing platform. This latest update to the MRP Prelytix platform, powered by Kx, the world's fastest time-series database, gives subscribers the ability to view their accounts in the context of the SiriusDecisions Demand Waterfall® qualification stages.
Account Based Marketing (ABM) relies upon the premise that both sales and marketing are aligned across a single lead criteria. When targeting a single account, both departments need to work as a cohesive unit toward the same goals. In fact, 37% of B2B marketing professionals found tighter alignment and coordination between marketing and sales was the greatest value derived from ABM.