Personalization is one of the key aspects of ABM, however, it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, speaks to Media7 and sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.
Resources & Insights
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drives customer engagement.
ABM is rapidly maturing as a practice, not a moment too soon. Competition for attention and engagement is fierce. Amidst thousands of digital messages bombarding your buyers daily, you must demonstrate an understanding of their needs more granularly than ever. To make meaningful connections with prospects and customers amidst these changes, ABM programs that shift their initiatives to focus on highly personalized experiences tailored to the account level, individual locations, and buyer roles are driving revenue impact.
The most mature account-based orchestrations are adaptive, understanding a target’s changing needs, aligning content to those desires, and delivering personalized experiences consistently across multiple channels. This demands a new approach to data management, better use of intent and predictive insights, and fully synchronized orchestration.
In this session, guest speaker Malachi Threadgill, Principal Analyst at Forrester Research, will discuss why Enterprises need to look at ABM platform capabilities from a different lens and key considerations around data management, insights, and true omnichannel orchestration.
In a rush to accelerate the delivery of “account-based experiences” (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve. This whitepaper examines how marketers can break through the conjecture that account-based experiences can exist within a platform that enables linear, top-down campaigns.
MRP Positioned As Leader In The 2022 SPARK™ Matrix For ABM Platforms by Quadrant Knowledge Solutions
Quadrant Knowledge Solutions announced MRP Prelytix a technology leader in the SPARK Matrix analysis of the global ABM platform market.