Accounts don’t make decisions, people do. A successful Account-Based Marketing (ABM) program goes after accounts on the strategic level but speaks to people on the execution level. Influ2 defines this as a high-resolution ABM program where the key features include: Drill to the buying group. Go beyond choosing the target accounts: research specific decision-makers comprising buying groups of your target accounts. Refer to the persona definition of your ICP to put together a list of decision-makers
OwnBackup: Disaster Recovery, Sandbox Seeding, And Data Archival for Salesforce
Years ago, I had migrated my marketing automation to a fairly well-known and widely adopted platform (not Salesforce). My team designed and developed a few nurturing campaigns and we were really starting to drive some great lead traffic… until disaster struck. The platform was doing a major upgrade and accidentally wiped out a number of customers’ data, including ours. While the company had a service level agreement (SLA) that guaranteed uptime, it had no backup
Scratchpad Command: The Fastest Way to Access and Update Salesforce From Any Web App
Account executives in nearly all sales organizations are inundated with too many sales tools that are decentralized from their CRM. This forces salespeople into a time-consuming and exhausting workflow of navigating back-and-forth between tools, managing dozens of browser tabs, monotonous clicking, and tedious copying and pasting, all while simultaneously trying to update Salesforce. As a result, there is a decrease in day-to-day efficiency, productivity, and, ultimately, time for salespeople to do their jobs—sell. Scratchpad Command
Loop & Tie: B2B Outreach Gifting Is Now A Salesforce App In The AppExchange Marketplace
A lesson that I continue to teach people in B2B marketing is that buying is still personal, even when working with large organizations. Decision-makers are concerned with their careers, their stress levels, their work volume, and even their day-to-day enjoyment of their job. As a B2B service or product provider, the experience of working with your organization will often outweigh the actual deliverables. When I first started my business, I was aghast at this. I
AddEvent: Add to Calendar Service for Websites and Newsletters
At times, it’s often the simplest of tasks that cause web developers the biggest headaches. One of those is the simple Add to Calendar button you find on so many sites that work across key calendar programs online and via desktop applications. In their infinite wisdom, key calendaring platforms never agreed upon a standard fo distributing event details; as a result, each major calendar has its own format. Apple and Microsoft adopted .ics files as
Ambition: Gamification To Manage, Motivate, and Maximize Your Sales Team’s Performance
Sales performance is essential to any growing business. With an engaged sales team, they feel more motivated and connected to the organization’s goals and objectives. The negative impact of disengaged employees on an organization can be substantial — such as lackluster productivity, and wasted talent and resources. When it comes to the sales team specifically, a lack of engagement can cost businesses direct revenue. Businesses must find ways to actively engage sales teams, or risk
Maximize Your Deliverability with Marketing Cloud’s Sender Authentication Package
Most companies sending email truly underestimate how much deliverability can impact their organization. A beautiful, well-constructed, and highly effective email can wind up in the junk folder of someone who subscribed and wished to convert with your company. That’s a terrible situation to be in. Even worse, you may not even realize that your emails are being routed to junk unless you’re using an inbox monitoring tool. My recommendation for this is our partners at
A Comprehensive Guide To Using LinkedIn Sales Navigator
LinkedIn has revolutionized the way businesses connect with each other. Make the most out of this platform by using its Sales Navigator tool. Businesses today, regardless of how big or small, rely on LinkedIn for hiring people across the globe. With over 720 million users, this platform is growing every day in size and value. Besides recruiting, LinkedIn is now a top priority for marketers wishing to step up their digital marketing game. Starting with