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.
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More than a slew of statistics, research points to an undeniable truth; much of the best practice and capabilities of the supporting platforms are causing marketers to miscalculate the value of buyer needs. And none of the possible examples are more glaring than that of Account-Based Marketing. There’s a gap between industry excitement about ABM and the satisfaction marketers see in their ABM results.
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.
Before the pandemic hit, enterprises had started to embrace account based marketing (ABM) to enable sales and marketing success in a highly dynamic and challenging environment. Today, enterprise marketing leaders are navigating a new and drastically different landscape, tasked with forging new connections as companies and their products evolve on both ends of the sales cycle.
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.
With traditional models turned permanently on their heads, enterprise marketers must be savvy about which strategies can help achieve these goals and which inadvertently distance and disconnect them from high-value accounts and customers. This session will explore five winning ABM strategies — distilled from case studies, proven best practices and data — to equip enterprise marketers with the information needed for success.
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.
Enterprise organizations have a sophisticated go-to-market approach, with specialized teams focused on products or geographies and subject matter experts who compose their ABM program development. The problem is that when each organization chooses its own ABM approach and technology, costs explode and teams battle their peers for business, causing anarchy within the organization and sowing confusion among target accounts.
Custeau, who previously served as Senior Vice President of Product at MRP, is a seasoned technology executive with more than 20 years of experience in global product leadership for Oracle, Infor, and more. In his new role, he will be responsible for extending MRP Prelytix to continue to equip enterprise marketers to cut through complexity and forge meaningful, personalized connections – at global scale – with target accounts worldwide.