With many businesses pivoting marketing strategies and canceling events due to the current COVID-19 outbreak, maintaining an ABM strategy in the B2B market is becoming increasingly more challenging. Despite the unknowns, keeping the engagement engine running with ABM is still a viable opportunity for businesses looking to build momentum during this difficult time.
While Spring normally marks the start of conference season in the marketing community, concerns around the coronavirus outbreak have forced the cancelation or postponement of a number of events this year. Adobe, SalesLoft, Oracle and Demandbase are among the marketing technology leaders canceling or postponing their upcoming in-person events.
SalesLoft, a sales engagement platform provider, unveiled several new and expanded product offerings designed to help sales and revenue professionals generate pipeline, manage deals and engage customers throughout the lifecycle. The announcement follows the company’s recent acquisition of Costello, an opportunity management and guided selling software provider.
The month of June brought in a heat wave of M&A activity in the software/technology category, and the megadeals that took place could point to future deals more directly impacting the martech and salestech categories.
Sigstr, an email signature marketing solutions provider, unveiled a deeper integration with SalesLoft, a sales engagement platform, designed to bring ABM capabilities into SalesLoft email cadences. The integration aims to help sales teams better promote their content and events to target accounts, accelerate the buyer’s journey and better align sales and marketing teams.
I had the opportunity to attend Salesloft’s Rainmaker conference in Atlanta, Ga. last week, where leading sales experts took the stage to discuss changing buyer behaviors and how modern reps can adapt to these new expectations. A key theme of the event was the “sales revolution,” which focuses on how sales teams must cater to digital transformation and practice new ways of servicing customers.
During the event, I sat down with the company’s SMO Sydney Sloan to discuss a variety of themes from Rainmaker, including the sales revolution, alignment across the organization, women in the workforce and much more.