Resources & Insights

Learn more about data-driven sales and marketing and how it
drives customer engagement.

ResourcesWhitepapers
Beyond Transactional ABM: Humanize Your Target Account Strategy

Beyond Transactional ABM: Humanize Your Target Account Strategy

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.

ResourcesWhitepapers
Commercial Finance Engagement In ABM World

Commercial Finance Engagement In ABM World

Enterprise finance organizations are complex, interdependent, and collaborative systems with unique requirements, processes, and needs. The biggest mistake marketers make is jumping to invest in new technologies or data without the required resources and strategy to see intended results. Only when financial organizations execute their ABM strategy in the light of their enterprise reality, can the magic of high performance happen.

ResourcesWhitepapers
Uniting Data & Human Intelligence To Drive Enterprise-Class ABM

Uniting Data & Human Intelligence To Drive Enterprise-Class ABM

Featuring industry insights from Paul Cowan, Chief Marketing Officer, Freshbooks; Anamika Gupta, Head of Customer Marketing, Fujitsu America; Jada Balster, Vice-president of Marketing, Workfront; this whitepaper will share best practices on how humans and tech can work more efficiently together in building a successful enterprise-class ABM program, taking into consideration the importance of personalization at scale.

ResourcesWhitepapers
ABM Execution In The Light Of Enterprise Reality

ABM Execution In The Light Of Enterprise Reality

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.”

ResourcesWhitepapers
Simplifying The Complexities Of ABM For Enterprise Organizations

Simplifying The Complexities Of ABM For Enterprise Organizations

The power of account-based marketing (ABM) to deliver ROI is indisputable. Companies using ABM report at least a 10% increase in revenue, with some as high as 30%, according to Demand Metric. ITSMA reported 87% of marketers said ABM outperforms their traditional marketing investments. 

ResourcesWhitepapers
B2B Marketing Bliss: Combining Intent Data With Predictive Analytics To Enhance ABM Initiatives

B2B Marketing Bliss: Combining Intent Data With Predictive Analytics To Enhance ABM Initiatives

Marketers who rely solely on intent data or predictive analytics are missing out on valuable insights that can help simplify their ability to build ABM programs that deliver more relevant marketing and more significant revenue impact.

ResourcesWhitepapers
ABM For Enterprise Demand Gen Marketers

ABM For Enterprise Demand Gen Marketers

The debate over ABM best practice struggles to make sense for sophisticated demand generation teams. Why? For organizations with a wealth of market experience, you already have sizable investments in lead generation, you have multichannel programs, scoring methodologies, and reporting, and adding a new and disconnected strategy and technology is more likely to confuse audiences, break measurement systems, and drive up the cost of acquisition. If you’re an enterprise-class marketing organization, adding a new silo of activity and measurement doesn’t make sense.