The Enterprise Marketers’ Guide to ABM concludes a series of proprietary, multi-part research reports that delve into the unique principles and best practices of enterprise ABM today. Including findings from over 1,200 study participants across 5 continents, this report is designed to be easily actionable for enterprise marketers with essential insights and data-driven strategies for executing ABM in complex operating environments. It also debuts an interactive RFP-building tool aligned to the unique requirements of enterprise-class organizations to ensure vendor selection serves key needs and capabilities.
Resources & Insights
Learn more about data-driven sales and marketing and how it
drives customer engagement.
When in-person meetings and trade shows were the norm, restaurants, conference rooms and event halls were filled with natural conversations where salespeople learned about and responded to prospect and customer needs. Unfortunately, that's no longer the case, as Covid-19 largely eliminated in-person meetings. However, buyers still expect that same level of human-to-human (H2H) connection in the digital world, forcing companies to rethink their traditional strategies through the lens of online interactions.
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.
The Intent data industry is broken – continuing to prioritize ‘surges’ of company level intent when buying group decisions are decentralized and regionally based. But there are a handful of concrete actions that enterprise marketers can take to overcome the lack of geographic and multilingual specificity, to ultimately succeed with intent data.
Even as more B2B companies prioritize account-based marketing (ABM) initiatives, the learning curve is steep. Newcomers haven’t matched the significant revenue gains that mature ABM practitioners achieve. This revelation, from the results of a new study conducted by MRP and Demand Metric, seems to indicate that companies should temper their expectations and extend their ROI timelines — but there is an alternative.
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.