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5 Must Haves To Maximize Account-Based Experiences

1adobeDVIn this era of digital transformation, it has become clear that people buy experiences, not products. Account-based marketing (ABM), a method traditionally focused on the accounts that will drive the most revenue, is picking up steam, and it’s proving to be an effective B2B marketing strategy to generate revenue and increase ROI.

6sense Unveils Account-Based Retargeting Tool

6sense has released Account-Based Retargeting, which aims to help sales and marketing teams create personalized experiences for prospects across all channels. As part of 6sense’s Account-Based Orchestration Platform, the tool is designed to create audiences in Google Ads, Display & Video 360 and other similar platforms using the platform’s predicted account, persona, buying stage and behavioral data.

The B2B CMO Balancing Act: 13 Top CMOs Share Insights On Shifting Priorities For Teams, Tech And Customer Experience

B2B CMOs are shifting focus to expanded revenue responsibilities, which means they are increasingly being asked to own their numbers with heightened involvement in the customer experience and communication across the organization with strong teams. This requires today’s CMO to transform into a leader that focuses on brand storytelling, strong talent retention and team building, revenue- and customer-focused, as well as maximizing the efficiency of their tech stack.

Adobe Expands Integrations With AI-Drive Account Profiling, LinkedIn Synching

Adobe has launched new capabilities within the Marketo Engage ABM Essentials offering, part of the Adobe Marketing Cloud, including new AI-powered models in its Account Profiling tool and an expanded LinkedIn partnership. The two updates aim to help accelerate the execution of ABM strategies for sales and marketing teams, as well as drive personalized and account-based experiences.

B2B Personalization Strategies Pivoting As Buyers Require Confidence, Consensus

As B2B companies continue to develop their personalization strategies to ensure content is relevant and contextual, they are also beginning to understand that opportunities with confident buyers lead to closed business. Therefore, leading companies such as Phononic and ExtraHop Networks are using personalization strategies as a confidence builder versus a relevance builder to ease buying decisions for their customers.

Auto-Detecting Sales-Opportunity Contacts With AI

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How would you like to see a plethora of buyers lurking around each opportunity in your sales pipeline? I mean all the buyers, including those that don’t directly engage, but show some level of interest. The ones that don’t expose themselves. Buyers who are included in email threads and meetings, but haven’t been added to the CRM by sales reps. Or what about buyers that are exploring your website and looking at your solution, but aren’t included in sales’ emails or meetings?

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