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MRP Prelytix Aims To Bring Data-Driven Insights, Alignment To Marketing And Sales

MRP Prelytix is designed to help companies acquire new business by triggering joint sales and marketing actions, activating data insights and measuring and optimizing success based on revenue impact. The platform uses streaming predictive analytics to deliver insight-driven ABM as a standalone platform, or through full CRM and MAP integrations, according to the company.

Why A Double Funnel Strategy Is A Game-Changer For B2B Marketers

Ali Biggs HeadshotThe concept of a funnel is not foreign to seasoned marketers. For years, companies have touted different shapes of funnels, upside down funnels and even the death of the funnel. While the funnel view does not perfectly explain the complexities of the B2B buyer’s journey, it does provide a useful guide for creating a winning marketing strategy.

Sneak Peek: How RollWorks Crafted An ABM Hit With Personalized Ads, Direct Mail

RollWorks, a B2B growth platform and a division of AdRoll Group, struggled in the past to align numbers from its sales and marketing teams to ensure successful lead nurturing. In an upcoming webcast hosted by Demand Gen Report, Jessica Cross, Head of Account-Based Marketing at RollWorks, will discuss how the company used hyper-personalized advertisements and direct mail packages to target outbound accounts and boost conversion rates.

Demandbase Shares The Story Behind Its 'ABM Is A Team Sport' Campaign

Welcome to my new blog series, "Behind the Marketing," which is inspired by the classic VH1 series, "Behind the Music," but with a B2B marketing twist. Each month, I will spotlight a cool, eye-catching and thought-provoking campaign or project — and the marketers behind them.

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Why Account-Based Marketing Has Failed – And How We Can Fix It

headshot Dmiti LisitskiFor the last few years, account-based marketing (ABM) has been the go-to solution for B2B marketers who have access to programmatic advertising. It makes sense — ABM represents a targeted approach to digital advertising, and it follows the way in which business development managers typically sell their services. Sales representatives choose companies with which they hope to do business. They target that company and reach out to the stakeholders who have a role in purchase decisions. Following the sales team’s lead makes this a logical way to leverage digital advertising if you’re selling to other businesses.

Stitching Together The B2B Account Journey: Mapping Leads To Key Accounts

Vikram A HighResIn the B2B world, there is a very real struggle with trying to match individuals (leads) to accounts. With buyers using multiple devices, privacy laws restricting what data can be collected and multiple people involved in the B2B buying decision, it can be nearly impossible for a B2B company to accurately track buyers. And what makes it even more complicated in the B2B context is the fact that you need to be able to roll up the engagement you have with different people to the company you are targeting, so that you can get a true view of how that company is engaging with your business.

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