B2B buying has changed – today’s buyers are anonymous, fragmented and resistant. B2B Sales and Marketing efforts continue to become less and less effective as revenue-generating teams battle for an ever-shrinking sliver of attention from customers and prospects in an already overcrowded and increasingly noisy environment. To compete and win today, B2B revenue teams need to transform their approach to accommodate the demands of modern B2B buyers. In today’s B2B buying landscape, buyers are: Anonymous – In
I’m up in Toronto in attendance at Uberflip’s Content Experience conference. Today, we spend the day at Uberflip’s beautiful headquarters and listened to some great speakers. One session that had quite an impact on me was Snowflake’s ABM Director, Daniel G. Day, speaking to how he’d developed an ABM program that’s skyrocketed Snowflake’s sales results. @uberfliphq overflow section for #CONEX is hopping! Beautiful HQ here in #Toronto #torontotech A post shared by Douglas Karr (@dknewmedia)
When I first heard the term Account-Based Marketing a few years ago, I groaned. As long as I had been working for medium and large companies, we had key sales representatives that researched, targeted, and closed major accounts. ABM isn’t just a buzzword, though. ABM has matured into a proven, fine-tuned process with some fantastic tools to help identify opportunities and track them through to a close. ABM continues to skyrocket in popularity and adoption
Pressure on CMOs is quickly mounting as they’re given more direct responsibility for revenue growth, including more budget and systems resources to make it happen. “Great,” you say! Finally some respect for marketers. But the challenge is now they’re being held more accountable for delivering measurable results – and fast. A major barrier to success is marketing teams lack key capabilities needed to measure their impact on the organization’s revenue growth (e.g. information to drive
Account-based marketing (ABM) is gaining ground among B2B marketers. According to a recent study, 2017 B2B Programmatic Outlook, 73% of B2B marketers currently use or plan to adopt ABM in 2017. And it’s for good reason: ABM’s ROI can outperform all other B2B marketing investments. ABM is hardly a new concept. In fact, some argue that ABM has been around for as long as marketing has. It’s a strategy that treats each account as a
I look forward to reading in the comments or in our community what you’re focused on in 2017. As an agency, we’re getting pulled in multiple directions but our focus with clients continues to be to optimize their marketing spend and provide value in our products and services that they’ve invested in. An advantage that we have as both a publisher and an agency is that we can test the shiny stuff to reduce any risk overall.
We recently had a fantastic interview with Giles House and one of the topics of the discussion was sales and marketing alignment. Fresh off that interview, InsideView recently published these predictions for sales and marketing alignment. They’re based on the new book, Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth, authored by InsideView’s CMO Tracy Eiler, and VP of Enterprise Sales Andrea Austin. The predictions were based on the results of
Marketo released its Account Based Marketing (ABM) module as part of an increasing effort to better support business relationships. While the tool itself is an early version and shows a great deal of promise, there are some ways in which ABM is set to transform businesses that start using the platform. Marketo defines three distinct elements of its ABM solution: The ability to target and manage accounts and account lists. The ability to engage target