There are currently in excess of 7000 different tools and platforms available to marketers looking to enhance, optimise, automate and streamline their marketing efforts. It is therefore no surprise that MarTech is causing an integration headache for many companies looking to make processes better. Many companies already employ the core tech – a content management system, a marketing automation platform, a CRM and a business insights platform. However, successful ABM campaigns depend on deep personalisation, orchestration across multiple accounts, and the ability to harvest vital insights from the nuances of interactions and relationships. For this reason, they require more powerful solutions and bigger investments. Read More
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The rise and rise of ABM
Where a few years ago some may have seen Account Based Marketing as a passing trend, it is now firmly established as the latest must have for B2B companies – and for good reason, too.
Results show that in the right situations ABM is the most effective kind of marketing. So effective, in fact, that companies using it generate 200% more revenue than those who don’t.
Of course, none of that extra revenue comes easy. ABM can be as complicated as it can be effective. Successful campaigns require deep personalisation, orchestration across multiple accounts and the ability to garner insights form the nuanced conversations and relationships.
Doing this requires some real technological clout; capabilities that go way beyond the common automation platforms most businesses invest in. And here lies the problem… Read More