The concept of data-driven marketing is grabbing more headlines than ever -- but it’s a rare company that can live up to the hype. That’s the plain-spoken truth MRP’s Pierre Custeau recently shared on the CMO Confessions podcast, where he detailed how rarely companies achieve the holy grail of truly data-driven, customer-centric marketing.
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Global ABM success requires capturing and using intent data signals in multiple languages. Next week’s Forrester B2B Summit presentation with MRP and Lumen Technologies LATAM provides a playbook for meeting this challenge, and more.
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.
Knowing who to prioritize and what will compel them to take action are really two pieces of the same puzzle. But in the quest for an ABM program that takes full advantage of personalization and relevance, marketers often make the critical mistake of viewing intent data and predictive analytics as separate and distinct.
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.
Intent data by itself is interesting but not actionable; Predictive analytics by itself lacks the insight needed to start relevant conversations. Combine the two, and you’ve found your B2B Marketing sweet spot! This session will offer specific learning into how brands across different industries are combining intent data and predictive analytics in ABM and other targeted initiatives