In the post-pandemic, digital-first world, marketing interactions that tap into the human essence of needs and approach will set the leaders apart from the laggards. This is even more critical in an ABM setting, where marketers can target their efforts with great precision. Instead of throwing spaghetti at a wall and hoping it will stick, modern marketers are using the data at their disposal to create exceptional buyer experiences that propel their businesses forward.
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This whitepaper will illustrate the challenges the enterprise faces when trying to succeed with today’s intent data, and how the next generation of intent can deliver buyer engagement in multiple languages and regions, and correlate that external learning with what they know in their sales and marketing systems.
As enterprises rush to accelerate the delivery of effective account-based marketing programs, the platforms which support it have become a critical bottleneck. 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. This sophisticated go-to-market approach creates a paramount need for ABM to be actionable across all teams, driving the need for a multitenant, collaborative platform.
MRP and Demand Metric primary research report reveals key differentiators between high and low performers and provides a data-driven roadmap to ABM maturity and revenue impact. The first-ever research goes beyond basic statistics on adoption and usage to provide a clear and nuanced view of current ABM practices, as well as 10 validated steps that marketers can adopt to achieve superior performance status.
For a number of reasons, channel organizations have been laggards in automation. We estimate that over 80% of companies (in all industries) ) run their indirect sales in a silo — completely separate from sales, marketing, and other lines of business. Discover why account-based enablement can help partners achieve these more significant marketing outcomes, faster and with higher sensitivity to their budgetary requirements.
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.
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.
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.
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.”