In the world of ABM, “orchestration” is often used as shorthand for coordinated campaign execution. Too often, though, these efforts are really solo endeavors – generated by individual teams or promoting a one-note message, however consistently replicated across marketing channels. But to thrive amidst the challenges of 2021 and beyond, companies need to equip themselves with the tools to achieve true orchestration.
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.
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.
Although the sales-marketing disconnect and rivalry has certainly kept life, business, and company gossip interesting, organizations must evolve. If companies want to reap the rewards of ABM, it is critical that their marketing and sales teams get on the same page and focus on developing pipelines filled with quality leads and the right opportunities.
An effective ABM strategy must be humanistic — for both the company looking to roll-out account-based marketing, as well as the target market. We need to look beyond the technology, tools, and tactics used to plan and execute programs. People make purchase decisions…not accounts.
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.