SWZD

APRIL 9, 2019

ABM has become the dominant go to market strategy for B2B marketers. Virtually every firm we have interviewed in our thought leadership series has implemented an ABM approach to the marketplace. Many of the following takeaways are known if you follow Gartner and Forrester (or even us!) but worth reviewing.

DemandBase 48

DemandBase Account Based Marketing ABM B2B Thought Leadership 48

PathFactory

MAY 20, 2022

Well, that’s what I get in spades at Forrester Summit – for me personally and for PathFactory in general. I love Forrester Summit – always have done, always will. So, what validation did I get from Forrester Summit? Of course, sales and marketing need to be aligned and working together to help the buyers buy!

Top of Funnel 52

Top of Funnel Enterprise Management Work Management Marketing Management 52

Valasys

DECEMBER 5, 2019

The B2B marketing 2020 setup will be more proactive than ever before & there will be several key shifts in 2020. Forrester predicts that progressive marketers will be more proactive in their engagement with buyers in 2020. The Key B2B Digital Marketing Trends for 2020.

Marketing AI 110

Marketing AI Trends B2B Marketing Top of Funnel 110

ClickDimensions

JULY 26, 2023

Execute Sales and Marketing Unification with ClickDimensions With traditional methods of sales and marketing proving ineffective , and SMBs finding it challenging to modernize their sales and marketing, our Unified Sales and Marketing Approach is the perfect solution.

SMB 52

SMB Gartner Forrester Buyer's Journey 52

ClickDimensions

JULY 26, 2023

Execute Simple Account-Based Sales and Marketing with ClickDimensions With traditional methods of sales and marketing proving ineffective , and SMBs finding it challenging to modernize their sales and marketing, our Simple-Account Based Sales and Marketing Approach is the perfect solution.

SMB 52

SMB Gartner Forrester Buyer's Journey 52

6sense

JUNE 22, 2017

Forrester has just released The Forrester Wave TM : Predictive Marketing Analytics for B2B Marketers, Q2 2017. In the first report of its kind for the predictive marketing analytics space, Forrester named 6sense a leader among predictive analytics providers. And of the industry. How this Wave went down.

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Forrester Lead Ranking Lead Scoring Marketing Budget Creation 48

6sense

NOVEMBER 2, 2021

This anonymous buyer activity makes it hard for revenue teams to identify relevant accounts. That’s not a good look, especially when their ABM strategies include connecting with in-market prospects at the right place, at the right time, in their respective journeys. Buyer journeys become more precise, too.

Top of Funnel 62

Top of Funnel Intent Signal Intent Data Buyer Personas 62

TrustRadius Marketing

OCTOBER 3, 2022

Even before the pandemic, 68% of B2B buyers preferred to research online independently , according to Forrester. TrustRadius downstream intent data gives brands a more complete picture of the buyer journey. Brands can utilize the data to identify prospective buyers or for competitive research, but that’s not all.

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Intent Data Top of Funnel Intent Work Management 52

Adobe Experience Cloud Blog

SEPTEMBER 17, 2018

Marketing tirelessly gets prospects interested in learning more about your products or services and then routes them to sales for follow-up. TOPO states it takes an average of 18 calls to connect with a buyer. We want the buyer journey to be easy and enjoyable, so let’s make it that way.

Ideal Customer Profiles 117

Ideal Customer Profiles Video Marketing Work Management Marketing Management 117

Terminus

DECEMBER 17, 2019

It was announced today that Terminus has acquired Sigstr, the email signature marketing platform that turns the billions of 1:1 employee emails sent every year into powerful brand engagements. Our excitement about this acquisition is founded in our actual usage, as Sigstr has been a part of our own ABM tech stack for years.

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Top of Funnel Account Based Marketing Funnel Advertising Digital Marketing Funnels 33

6sense

MAY 10, 2017

There are so many new tools and solutions to geek out about that it’s not surprising Marketing has become one of the largest stakeholders for IT investments in the enterprise. So when PGi decided to shift our strategy from traditional demand generation to an Account-Based-Marketing (ABM) approach, we were excited to go shopping for new tech.

Account Based Marketing 59

Account Based Marketing ABM Demand Generation Top of Funnel 59

PathFactory

MAY 10, 2022

Top industry analysts like Forrester have been following this disconnect for years, and found that highly aligned companies grow 19% faster and are 15% more profitable. Marta has no idea if her content can be attributed to revenue or closed deals; she doesn’t even know if her content is helping move people through the buyer journey.

Top of Funnel 52

Top of Funnel Ideal Customer Profiles Lead Ranking Planning 52

Directive Agency

FEBRUARY 1, 2022

The original demand waterfall was published by SiriusDecisions (now part of Forrester) back in the early to mid-2000s. As ABM gained popularity, the original demand waterfall no longer fit the needs of many B2B brands that were switching to ABM or hybrid go-to-market motions. Yep… no more Leads, Contacts and Accounts.

Demand 59

Demand Lead Ranking Top of Funnel B2B 59

Aberdeen

NOVEMBER 5, 2019

Programmatic advertising can be adapted throughout the buyer journey. In fact, according to Forrester , programmatic advertising will account for the majority of all advertising spend over the next few years. What variables can you adjust (audience, time of day, device, buyer journey stage, creative size, etc.)?

Paid Search Agency 64

Paid Search Agency Lead Ranking Lead Scoring Ads 64

Albacross

NOVEMBER 4, 2021

To meet ideal buyers earlier in the journey and make an impact before your competitors do so, B2B companies need to craft company-wide strategies to dig deeper into the unseen buyer journey. Source: Forrester , 2021). Match Intent to the Right Accounts. The Fundamentals: What is Intent Data?

Intent Data 52

Intent Data Ideal Customer Profiles Intent Buyer's Journey 52

PathFactory

SEPTEMBER 15, 2021

This is especially pertinent with the rapid expansion of buying groups: champions, influencers, decision makers, ratifiers, and end users all require content to address their specific needs at different stages of the journey. That’s where things start to break down, and the gap between marketers and their audience widens.

Process 52

Process Multi-Touch Attribution Top of Funnel Marketing AI 52

Content4Demand

JULY 13, 2021

According to Gartner , more than 70% of B2B marketers are expected to be targeting buyers with third-party intent data by 2022. Early use cases centered on alerting sales teams to “surging” buyers and helping prioritize accounts for ABM programs. We’ll start with some intent data basics here.

Intent Data 109

Intent Data Intent Intent Signal Bombora 109

DemandBase

DECEMBER 18, 2018

But B2B advertisers continue to drift away from cost-per-lead (CPL) as a core metric, and for good reasons: advertising is not particularly efficient for driving leads, and only 1% of leads ever turn into revenue (Forrester).

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Cost per Lead Advertising Agencies Advertisements Advertising 53

PureB2B

MAY 30, 2022

Additional data from Forrester revealed that high-performing B2B companies grow their sales enablement budget 2 times faster than low-performing organizations. For one, prospects are getting more sophisticated and capable of having self-guided buyer journeys. Not enough leads. High expectations. Custom Content Creation.

Ideal Customer Profiles 48

Ideal Customer Profiles Top of Funnel Product Work Management 48

Tony Zambito

MARCH 12, 2017

Multiple studies over the past three years from the likes of PwC, Deloitte, Forrester, and IBM indicate that 75% or more of CEO’s are identifying building out competencies in insights as one of their top goals. One consistent result indicates that CEO’s are perceiving that they are not getting the critical insights they need.

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Buyer Personas B2B Digital Transformation B2B Sales 251

Cintell

JANUARY 27, 2016

Leverage personas to understand the appropriate buying committee at target accounts for account based marketing. Measure the performance of marketing campaigns by persona to understand what’s working for a given segment – and what needs to be adjusted.

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Paid Search Agency Ideal Customer Profiles 100

Rollworks

JUNE 3, 2018

Account-based marketing (ABM) is the latest strategy to improve your marketing ROI. According to ITSMA, 85% of marketers surveyed said that they believe account-based marketing outperforms other marketing efforts. Account-based marketing is a highly-targeted approach.

Account Based Marketing 40

Account Based Marketing Work Management Top of Funnel Marketing AI 40

6sense

JULY 17, 2017

In 2013, Forrester released a Forrester Wave report (aka Forrester’s evaluation of vendors in a software, hardware or services market) in the Identity and Access Management space for the cloud. I am already witnessing a movement from What If to What’s Next with 6sense’s intelligent marketing cloud.

Enterprise Management 48

Enterprise Management Work Management Marketing Management Forrester 48

Tony Zambito

JUNE 5, 2016

And, a large percentage indicating a hesitancy to renew based on dissatisfactory post-sale experiences. These findings coincide with others (Forrester, IBM, Regalix, and others) that all point to challenges in providing stellar B2B customer experiences. What can B2B executives do to achieve customer experience excellence?

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

DiscoverOrg

SEPTEMBER 14, 2018

“The ABCs of ABM (Account Based Marketing)” Thursday, 9/27 – 1:00 PM ( Marriott Marquis, Yerba Buena Salon 8). Our B2B customers expect personalization, and that means Account-Based Marketing (ABM). Have a relatively small target market. Salesforce Enablement Soiree.

Account Based Marketing 207

Account Based Marketing Top of Funnel First-Mover Advantage ABM 207

Business Brainz

AUGUST 11, 2021

Let’s start by defining Account-Based Marketing (ABM). And what anyone employing an ABM strategy hopes to achieve. ABM is a highly personalized and strategic method that blends insight-driven marketing and sales to engage with key people within high-value clients. ABM is all about people.

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Account Based Marketing Budget Programs ABM Ideal Customer Profiles 52

Leadspace

DECEMBER 15, 2020

The question now is how do B2B companies adjust their ABM strategy to accommodate the new demand? So rather than relying on a single channel to drive business, your account-based marketing must include several channels. It’s by adopting a platform that enables ABM, and is designed with omnichannel in mind. .

Account Based Marketing 62

Account Based Marketing Marketing Automation Services ABM Trends 62

DiscoverOrg

SEPTEMBER 17, 2018

“The ABCs of ABM (Account Based Marketing)” Thursday, 9/27 – 1:00 PM ( Marriott Marquis, Yerba Buena Salon 8). Our B2B customers expect personalization, and that means Account-Based Marketing (ABM). Have a relatively small target market. Salesforce Enablement Soiree.

Account Based Marketing 120

Account Based Marketing Top of Funnel First-Mover Advantage ABM 120

Hubspot

MAY 16, 2017

The buyer journey starts when someone starts to do research on the web to increase their understanding of a problem they want to solve. This is known as the Discover stage within the buying journey. According to Forrester's Business Technographics Survey in 2016 , buyers use 15 vehicles during the Discover stage.

Intent Data 69

Intent Data Intent Lead Ranking Campaigns 69

KoMarketing Associates

JANUARY 18, 2018

Personalization of content has become a priority for B2B marketing teams, but about half are struggling with data quality, one of the critical components to successful personalization efforts, according to a Monetate study. 68% of B2B buyers say it’s ‘very important’ to deliver a high-quality customer experience. Customer Experience.

Paid Content 236

Paid Content Statistics B2B Marketing Planning 236

6sense

MAY 9, 2017

Panasas: experienced 4x lift in account-based marketing media conversions. Cisco: achieved a 3x higher MQL to SQL conversion rate than any other campaign ever run, 5x higher average opportunity size and 13x more pipeline than three other intent vendors combined.

Lead Ranking 48

Lead Ranking Demand Top of Funnel In-market Buyers 48

Engagio

JUNE 4, 2023

Throughout my career, I’ve had the privilege of being part of two revolutions: the advent of demand generation fueled by marketing automation, and the breakthrough of account-based marketing brought to life by ABM platforms. In summary: It creates a disconnect between marketing and sales.

Lead Ranking 71

Lead Ranking Marketing Qualified Leads Sales Management Buy 71

KoMarketing Associates

NOVEMBER 21, 2017

Focus on the Buyer’s Journey. Findings from Forrester survey data showed 74 percent of business buyers conduct more than half of their research online before making an offline purchase. Mapping out the basics of the buyer journey can be one of the most difficult elements of strategic marketing.

Tactics 120

Tactics B2B Marketing Planning Account Based Marketing 120

PathFactory

JULY 11, 2022

Most B2B marketing organizations have massive amounts of content waste with 65% of marketers reporting significant content waste issues in the 2022 Forrester State of B2B Content Study. This approach encourages content bingeing and is proven to accelerate buyer journeys and purchasing decisions.

Top of Funnel 59

Top of Funnel Tactics Lead Ranking B2B Marketing 59

6sense

DECEMBER 10, 2021

FireEye: The Next Wave of ABM . Speed and agility are critical in the cybersecurity world, and FireEye has developed innovative ways to address this challenge at scale within its award-winning ABM program. 100 million ABM program using 1.5 50% of ABM customers have adopted SaaS in one quarter. And what happens?

Lead Ranking 62

Lead Ranking Sales Management Ideal Customer Profiles Top of Funnel 62

NetLine

AUGUST 2, 2023

B2B demand generation marketers face a growing list of challenges, from navigating complex buyer journeys to breaking through the noise of a crowded marketplace. Remember to meet your buyers on the channels they use. Image: Versions of the SiriusDecisions Demand Waterfall.

Lead Generation 52

Lead Generation Lead Ranking Sales Management Lead Scoring 52

Inbox Insight

JANUARY 29, 2019

What’s Changed in the World of B2B Marketing in the Last 5 Years? Here are 7 big changes you can’t afford to ignore: Millennials have come of age – 73% of Millennials are involved in B2B purchasing decisions ( Forrester ). What’s more, our segmentation criteria has become a lot more sophisticated.

Tactics 89

Tactics B2B Marketing Multi-Channel Work Management 89