Marketers and Salespeople Confident in ABM As the Right Strategy, but Struggle to Execute Programs at Scale

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Although account-based marketing (ABM) is one of the strategies B2B marketers are most interested in exploring this year, many marketers lack confidence in their ability to perform ABM at scale. In a new report from Campaign Stars, Folloze and Terminus in partnership with Canam Research, a larger share of sales professionals and marketers expressed a… Read More » The post Marketers and Salespeople Confident in ABM As the Right Strategy, but Struggle to Execute Programs at Scale appeared first on Marketing Charts .

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Why digital transformation should be your new demand gen strategy

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30-second summary: Ensuring that your business has the right digital tools can facilitate growth by enabling marketing and sales teams to improve brand engagement, better analyze data, more easily create content, and improve CX. Demand generation is facilitated by the right tools which can help marketing teams scale activities such as content management, lead nurturing, social media optimization, ABM, and more. There is no such thing as an average martech stack. Customization of tools is key to figuring out what works for you to achieve business growth. Chiefmartec’s Stackie awards include nearly 50 illustrations of martech stacks from a vareity of businesses which demonstrate how varied martech stacks can be. Incorporating tools that enhance and facilitate customer experience is an important (even critical) ingredient to using digital transformation for demand gen. Using technology to enhance business processes is nothing new. The very first business computer — The Lyons Electronic Office …

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ABM approach leads to 9 straight quarters of growth for Phononic

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30-second summary: Phononic is a technology startup that manufactures a solid-state chip used in cooling and heating technology. One of the first challenges Phononic faced with regards to marketing their technology was in proving the commercial viability of their products. To address this challenge, Phononic adopted an ABM approach which is well suited to their target buying groups which are typically comprised of 3-4 people and have long deal cycles. The Terminus ABM platform enabled Phononic to reach the new verticals they wanted to market to even though they had no historical access to relevant contacts in their sales database. When creating campaigns at Phononic, Englebretson developed a methodology that enfranchised sales and other departments in the campaign design process. The ABM approach has been very successful for Phononics. They’ve had nine consecutive quarters of growth, taken 26% of the share in the market over the course of their ABM …

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What ABM Metrics Are Marketers Prioritizing This Year?

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Although a majority (61%) of businesses report that they are currently running an account-based marketing (ABM) program to some extent, very few appear to be at a mature stage when it comes to measuring ABM. Only 5% of the marketers surveyed for a recent report [download page] from Demandbase say their measurement of ABM is… Read More » The post What ABM Metrics Are Marketers Prioritizing This Year? appeared first on Marketing Charts .

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How Many Target Accounts Do Reps Handle in ABM Programs?

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Companies claiming the strongest ROI from account-based marketing (ABM) tend to have their individual reps handle more accounts than the average company engaging in ABM, according to Demandbase’s latest report [download page] on ABM. Having established the top tools and priorities for a successful ABM campaign, the report takes a look at how companies are… Read More » The post How Many Target Accounts Do Reps Handle in ABM Programs? appeared first on Marketing Charts .

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How to Choose The Right Analytics Agency

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In our modern digitally enhanced world, data and information underpin all of our activities. But are you making your data work for you, or is it something that you are yet to take full advantage of? For many business owners and marketers, analyzing and deploying data can be an intimidating prospect. For that reason, analytics agencies have emerged, whose aim is to help businesses leverage their data for better decision making and improved outcomes. If you are thinking about hiring an analytics agency, here is everything you need to know. Know Your Goals and Desired Outcomes Like when working with any agency partner, you first need to consider your current situation and goals. The reason for this is that not every analytics agency is built in the same way. Some agencies work with certain industries or companies at different stages of maturity. Other agencies specialize in certain areas of analytics …

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Health network shows that yes, personalization is a thing — and it works

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Indiana-based nonprofit healthcare system Community Health Network (CHN) is leveraging personalization to improve patient experience and communication. That’s saying something considering the strict limits it faces regarding patient privacy thanks to HIPAA regulations. “We pride ourselves on offering convenient access to healthcare services where and when patients need them — in hospitals, health pavilions and doctor’s offices, as well as workplaces, schools and homes,” said Debbie Kenemer, executive director of digital marketing at Community Health Network. “Our digital properties have to be equally focused on our patients and their needs.” Community Health Network is the largest Indiana network of primary care physicians, managing over 200 sites of care and affiliates throughout Central Indiana. The network’s continuum of care also integrates hundreds of physicians, specialty and acute care hospitals, surgery centers, home care services, behavioral health and employer health services. Serving personalized content to patients — and keep up with HIPAA …

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A Complete Guide to AI Digital Assistants for Marketers

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If you aren’t willing to embrace AI digital assistants as a marketer, you’re going to have a tough time competing with everyone else. While you’re drowning in the tsunami of daily, weekly, and monthly tasks, your competition will swim laps around you. What if you could: Spend more time in your zone of genius. Stop feeling overwhelmed by your workload. Boost your productivity by 80% . Create a personalized experience for your audience. Increase your ROI with only a few clicks of your mouse. Just like Alexa brings you the best jams on-demand and Siri helps you find the nearest Starbucks, AI digital assistants can help you become a better marketer. In this guide, we’ll discuss the benefits of AI digital assistants and the tools you can use to put your marketing tasks on autopilot. But, to do that, we need to first look at what AI personal assistants really …

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Brands aren’t using the full slate of available first-party data

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30-second summary: Invoca surveyed 500 B2C marketers within a range of industries, each of whom oversee a budget of over $1 million, to gain insight into how they view first-party data and what they’re using to access and collect data. 90% of respondents are confident or very confident with purchase history data followed by 86% with company website data. Phone call data was lowest on the list of data sources that inspire confidence. Websites were the number one source of data that marketers used to inform digital marketing strategy, followed by mobile apps and purchase history. Just 26% of respondents listed phone call data as a source that informed their digital marketing strategy. Most marketers don’t have a clear vision of how to leverage data across channels. Respondents who use call tracking were more likely than those who didn’t to invest in both online and offline conversations. 92% of respondents …

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