The spread of COVID-19 shook up the B2B sales economy. Enterprises have been forced to take strategic steps to combat the economic consequences of the crisis and keep pace with constantly shifting customer demand. Amidst this adversity, lessons on the future of B2B sales are emerging.
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On the surface, it seems obvious: B2B sales will keep moving into the digital landscape. While the digital realm presents significant opportunities, there’s also more pressure to capitalize on them. As sales teams are unable to “press the flesh” in person, they’re more reliant on marketing teams to provide data on prospective customers. B2B leaders who commit to further digitizing their go-to-market models can gain a competitive advantage through enterprise-class ABM strategies.
If you work at a large enterprise, social distancing might feel like déjà vu. That’s because long before the pandemic, the phenomenon of “corporate distancing” had resulted in poor collaboration among teams, divisions, and product lines. Corporate distancing creates chaos, and it ultimately affects your customers’ journey and makes them feel distanced as well.
For the enterprise, the most persistent hindrance to delivering an enterprise-class customer experience in B2B has been the lack of a single source of truth for customer insights. A hallmark trait of the enterprise organization is its diversification, with inconsistent data spread across a wide range of applications.
MRP Prelytix, the only enterprise-class predictive ABM platform, today announced its selection as a Best in Biz Awards recipient. MRP was recognized in the marketing software category; as an ‘Enterprise Product of the Year’ for the second year running. The Best in Biz Awards, announced on December 9th, are the only independent business awards program judged by prominent members of top-tier press, including, among others, writers from Barron’s, Consumer Affairs, USA Today and Wired. Fellow winners in the enterprise product categories included Ricoh, Epson, and Lumeon.
Enterprise go-to-market strategies create an opportunity for organizations to scale. However, they also develop complexity and elevate functionality requirements beyond those typically found in ABM platforms, usually designed for SMB or mid-market companies. The Drum has recently joined forces with MRP, bringing together a panel of experts to address much of current ABM “best practice”, shedding light on the enterprise operating environment and providing requirements that marketers should prioritize in their enterprise-class account-based marketing strategies.
Existing account-based marketing platforms have their roots in serving the needs of early-stage organizations. Why? Their needs are easier to solve and are within reach for an early-stage tech startup. These VC funded platforms face tremendous pressure to create short term revenue traction and the inevitable shift to prioritize short term decisions. This pressure results in the development of channel-based, narrow silos of activity we now know as the “ABM Platform.”
This week, Demand Gen Report honored two of our customers, Jorge Granada and Tina O'Dell, as 2020 "B2B Innovators." Each year Demand Gen Report spotlights a group of B2B marketing and sales professionals who are pushing the envelope to effectively engage prospects and customers and meet their buyers' needs.B2B Innovator Awards were created to spotlight B2B executives who think outside the box to develop and foster innovative concepts and strategies that help move the overall B2B industry forward.
MRP Honored With ‘Outstanding Business of the Year’ and ‘Excellence in Innovation’ Awards By Belfast Telegraph
2020 has been a tough year for all of us. But it got a little brighter this week for the folks here at MRP with the news that we've been named by Belfast Telegraph both as the 'Outstanding Business of the Year' and recognized for our 'Excellence in Innovation.'
If you're a marketer in an enterprise organization, much of today's ABM best practice is at odds with the needs and sophistication of your operating environment. Reflective of the simpler needs of smaller organizations, most of this advice would drive up costs, increase complexity, and result in near unmeasurable programs for you.