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Aggregated enterprise architecture wisdom

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account-based marketing (ABM)

5 years, 3 months ago

What’s It Take To Make ABM Succeed? Customer Obsession!

by Laura Ramos

This past Tuesday evening (October 17), TechTarget and Discover.org invited me to share some wisdom about success strategies for account-based marketing (ABM) with a couple dozen customers, prospects, and friends.  If you missed it, here’s a quick synopsis: It’s 2017. ABM was new in 2004, but not any longer.  What’s different today? It’s much easier to access and use […]

Categories ABM, Account-based marketing, account-based marketing (ABM), B2B marketing, Customer Centricity, customer obsessed operating model, customer relationships, customer-obsessed, digital transformation, marketing methods Tags #eavoices
5 years, 3 months ago

The View From Backstage: How We Helped Get Customer Obsession Working For You At Forrester’s B2B Marketing Forum In Austin

by Caroline Robertson

Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]

Categories account-based marketing (ABM), adaptive brand marketing, attribution, B2B marketing, B2B Marketing Forum, channel marketing, Content Marketing, Customer Centricity, customer experience measurement, marketing organization & culture, marketing technology Tags #eavoices, marketing
5 years, 4 months ago

Metrics That Matter Still Matter in ABM, Because – Why Wouldn’t They?

by Allison Snow

For my most recently published research, I set out to find or define the metrics that capture account-based marketing (ABM) success. It’s a question I hear from clients very often, and one we often discuss on the internal team. “How will I know my ABM program is working?” I was after the end-all be-all answer, […]

Categories account-based marketing (ABM), B2B marketing, marketing & strategy, marketing measurement, marketing metrics, Metrics Tags #eavoices, sales
5 years, 4 months ago

Does ABM Drive Results For Your Business?

by Laura Ramos

ABM … Account-based marketing … A – Bee – Em. Unless you have been living under a rock, you can’t have helped but notice the hype around ABM.  And some of the confusion too. But here’s the thing about ABM – it does produce results for both marketing and sales.  May not be this quarter, […]

Categories #B2B, ABM, account-based marketing (ABM), age of the customer, B2B marketing, customer advocacy, direct marketing, go-to-market strategies, marketing measurement, sales enablement Tags #eavoices, sales
5 years, 6 months ago

The Road To Customer Obsession Is Paved With Good (Data) Intentions: New Report And Webinar

by Steven Casey

Everyone knows they need good data: marketers, sellers, even analysts evangelizing about customer obsession.  But for too many B2B marketers, bad data is a sad fact of life. In a recent survey, just 12% of B2B marketers told us they have “high confidence” in the accuracy of their customer data. Trying to bridge that gap […]

Categories account-based marketing (ABM), advanced analytics, B2B marketing, data management Tags #eavoices
5 years, 6 months ago

Venturing Into ABM? What You Should Be Asking

by Laura Ramos

Is curiosity as important as intelligence when it comes to handling complexity? Some new thinking from HBR suggests that it is — especially when handling ambiguity and change. Apparently people with a high curiosity quotient (CQ) are better at producing simple solutions to complex problems. (Hmm. Sounds like a good characteristic for an analyst to have.) It’s a bonus that many […]

Categories #B2B, account-based marketing (ABM), advanced analytics, B2B marketing, big data Tags #eavoices

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