To succeed and stay ahead of the curve in today’s business environment, organizations need seamless ways of compiling, organizing and operationalizing data across multiple systems. The past decade has witnessed sales and marketing technology proliferate throughout organizations. Each piece of sales and marketing technology houses critical signals about target accounts and their buyer journey, but […]
The success of account-based marketing depends on collaboration and alignment between marketing and sales. Both teams must agree on goals, metrics and methods before they can implement an impactful account-based marketing strategy. Collaboration is imperative to success but difficult to accomplish considering the already labor-intensive and process-detailed workplans for each department. The good news is […]
For the most part, marketers have bought into account-based marketing and see the value of the investment. In fact, 91 percent of marketers say that they see higher average deal sizes with Account-Based Marketing (ABM). Now, marketers need to focus on staying ahead of the curve. ABM aligns marketing and sales efforts to deepen engagements […]
There’s a common misconception that I keep hearing when it comes to artificial intelligence (AI) implementation in marketing and sales. It often comes across that companies are expected to implement AI in-house. But that’s not the case at all. Your typical B2B marketing and sales organization can’t buy AI, but they can access AI-powered services. […]
In 2017, B2B marketers were fully focused on account-based marketing (ABM), and that’s a good thing. ABM helps marketers get an accurate picture of active demand units and their needs, allowing for better targeting with the right content. ABM also helps align marketing and sales, shifting the goal across both departments to deepening engagements with […]
B2B marketers have long faced the strenuous task of proving the impact of their work. Though it remains one of the most daunting aspects of the job, demonstrating ROI is becoming easier thanks to marketing technology and, specifically, predictive analytics. At this point, most CMOs have at least toyed with the idea of launching a predictive analytics-driven […]
