The opportunity to double revenue would seem like a good reason to deploy technology, but despite 85 per cent of B2B marketers believe artificial intelligence could accomplish this in two years less than 20 per cent have formally started using it, according to a study from DemandBase and Salesforce Pardot. Based on an analysis of […]
Marketo’s Marketing Nation became an event-within-an-event at Adobe Summit on Thursday, where senior vice-president Steve Lucas referenced everything from The Matix to Coachcella and Fyre Festival to explain how B2B marketers can focus on creating stronger experiences for their customers. Following its acquisition by Adobe last year, Marketo’s key product, engage, was enhanced with several […]
If you’ve reached something of a cruising altitude with your ABM strategy, it’s certainly cause for feeling gratified. Implementing ABM effectively and growing it is no small accomplishment. After all that hard work, it’s time perhaps to ease up on the throttle, but it’s also time to stay vigilant about your ABM effort. It’s a […]
DemandBase used its ABM Innovation Summit on Thursday to launch a reporting tool called Cross-Campaign Analytics designed to harmonize the data around campaigns run with its customers on its own platform as well as with publishers, demand-side platforms and more. In a keynote that was livestreamed from the ABM Innovation Summit in San Francisco, DemandBase […]
The number of companies reporting year-over-year increases in budget for account-based marketing activities has fallen nearly 20 per cent, and 41 per cent say measuring and reporting results is a challenge, according to research from Terminus released this week. Conducted in partnership FlipMyFunnel and Heinz Marketing, the third-annual Terminus State Of Account-Based Marketing report is […]
It was during what he describes as a “patio meeting” that Evan Little and his team decided the time was right to try account-based marketing — after all, nothing else was working anymore. “We were working very hard for very little results. We had to change something,” Little, director of growth at Toronto-based employee benefits […]
Engagio is helping to close the traditional gaps between B2B sales and marketing departments by adding attribution capabilities to a tool that designed to offer a more holistic way of measuring account activity. The San Mateo, Calif.-based firm last week said Engagement Minute Attribution will allow its Dash product to move beyond the likes of […]
Oracle is using this week’s B2B Marketing Exchange to showcase its success in account-based marketing to key enterprise decision-makers such as human resources executives. In a joint presentation with its agency, Quarry, Oracle walked through a campaign dubbed “Power To The People People,” which was aimed at driving awareness of its human capital management (HCM) […]
While less than half of those surveyed by IT marketplace Spiceworks say they will have more money to work within in 2019, those who do predict they’ll see a B2B marketing budget increase of 24 per cent. Austin, Tex.-based Spiceworks released the results of its 2019 State Of IT Marketing Report on Wednesday, which was […]
Digital advertising specialist RollWorks has launched what it describes as an account-based retargeting service that will help firms that are still new to account-based marketing map their online traffic to disparate members of B2B buying committees. Based in San Francisco, RollWorks offers a software-as-a-service (SaaS) tool to manage both display and social media advertising and […]
With more than three quarters of B2B marketers citing success with account based marketing in an ABM benchmark study from ITSMA and DemandBase, the focus now is on blending strategies with different approaches and overcoming data and reporting challenges. ABM programs now account for 28 per cent of overall marketing budgets, according to the 2018 […]
B2B marketers are going to spend 2019 buying customer data platforms, fine-tuning the tools they use to handle account-based marketing and begin applying artificial intelligence for ‘midcycle engagement,” according to a series of predictions from Forrester. The Cambridge, Mass.-based market research firm published a report on the likely trends for both marketing and sales teams […]
When we ask salespeople what marketing can do to enable sales, 10 out of 10 salespeople will say, “more high-quality marketing leads (MQLs).” Although lead generation may be the only element that the sales teams care about, marketing can do so much more than just generate leads. In my book, Effective Sales Enablement, I discuss […]
Intelligent Demand on Thursday announced a joint go-to-market partnership with Uberflip that will see the agency bring the latter’s content experience software to clients focused on improving their results with account-based marketing. Based in Denver, Intelligent Demand (ID) describes itself as an agency focused on helping companies grow revenue by helping build relationships with their […]
Sangram Vajre wants you to fill in this sentence: “In B2B marketing, the value of marketing is defined by _______.” The chief evangelist and co-founder of Terminus got a number of responses from the audience at CONEX on Wednesday, which ranged from “leads” and “engagement” to customer success. His answer? “Sales.” “It took me a […]
Drift has launched a feature in its marketing software called Drift Intel that it says will allow companies to develop profiles from anonymous web site visitors that can turn into leads which are routed in real time to sales teams. The company said Drift Intel would help firms trying to build more effective account-based marketing (ABM) […]
It’s not easy finding B2B prospects, much less those you know are interested in your product or service. There’s shows, but so much of the research is now begun online. There’s cold calling, but millennial don’t use the phone to talk.. Everyone is on their mobile devices, but how do you connect with them? Think about how […]
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 […]
Marketers may still be getting used to the concept of account-based marketing (ABM) but a B2B advertising startup called Influ2 is suggesting they begin thinking about person-based marketing, with an approach based on a “segment of one.” Based in Sunnyvale, Calif., Influ2 formally launched earlier this week with a platform that draws data from customer […]
The many online magazines published by TechTarget cover everything from enterprise resource planing applications to data storage and servers, but the one technology innovation that’s unlikely to be covered by its editors and reporters is its own toolset for helping marketers gather more accurate, actionable sales leads. Earlier this month TechTarget announced updates to its […]
