B2B-MARKETING | DATA-ANALYTICS

Marketing data gaps—from a lack of accurate reporting or an inability to show direct impact on revenue—are unfortunately quite common.

Regardless of your ABM approach, targeted, clean, accurate and shared account and contact data is required to make ABM work at all, let alone work well.

When customer data is incomplete or in silos, there may be still be efforts to connect with customers in multiple places, but they will be less effective. Recognition is the thread that reports these interactions are with the same person but using different touch points.

There are different account based marketing (ABM) models that apply based a company’s customer base and needs.

Companies that are truly ABM-focused will need marketers focused not on lead generation but on creating content geared to specific target accounts.

Needless to say, launching an ABM program doesn’t happen overnight. Here’s four steps to make ABM an integral part of your daily operations.

Properly assessed and skillfully deployed data can give marketers better visibility into past, present and future customer behavior with a reasonable sense of accuracy. But only by gauging the health of our data using a structured process do we have a chance of successfully harnessing this incomparable resource. All companies face four critical issues addressable…

Crossing the threshold to progressive B2B digital marketing is a process. To help us get there, these are the five messages we’ve got on our whiteboard.

To maximize your marketing attribution efforts, concentrate less on the absolute measures a touchpoint contributes to conversion, and more on the areas that impact results most.

As Brexit adds another level of uncertainty for the economy, navigating uncertain times can be a challenge for any company. Three execs share lessons.