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.
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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.
As we asserted in our recent white paper, Humanizing the Account-Based Marketing Experience, a marketing/sales duo that doesn’t respect each other can torpedo even the best Account-Based Marketing (ABM) program. While many of today’s account-based marketing and sales strategies are powered by technology and AI, the human element (knowing who your customers and prospects are at a deep level) is critical.
PHILADELPHIA, Aug. 8, 2019 – MRP Prelytix, the only enterprise class predictive ABM platform, has today been announced as the winner of the “Best Overall Account Based Marketing Solution” award in the 2019 MarTech Breakthrough Awards program. The awarding body, MarTech Breakthrough, is a leading market intelligence organization that recognizes the top companies, technologies and products in the global marketing, sales and advertising technology industry.
Over the past decade, the marketing automation industry has undergone massive transformation. Spending in the United States is forecast grow to 25 billion U.S. dollars in 2023 according to Forrester. As B2B buying cycles become increasingly more complex, marketing teams are feeling even more pressure to provide performance at scale across multiple channels and platforms. Originally focused on email, many of today’s marketing automation platforms (MAP’s) include functionalities that support content management, multi-channel orchestration and advanced analytics and data management capabilities.
Marketing automation is no longer just programmed emails, administrative tasks and daily maintenance but about end-to-end marketing solutions driven by AI. Because of this, response marketing automation tools were designed for businesses because they cannot solely rely on traditional marketing automation tools. These non-traditional tools come into play when integrated into a predictive analytics system.