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
The fact is that intent data isn’t predictive… it’s backward-looking, it poses significant latency as a marketing trigger, and it involves a lot more than a subscription with a single vendor. Intent certainly helps identify accounts, but it is a very one-dimensional view of the information needed. Intent data swells up over time, so your intent provider may be pointing this out to you late because they didn’t capture enough of the signal early enough to let you know in time, or you get too many false positives. Marketers often get this wrong, and there is a tremendous amount of pressure to do something with all the tools that they have. But measuring success by delivering content to accounts that display implied intent, at best, will only drive awareness or provide the wrong level of content to prospects who could be in market for a different solution that you have.