Developing an Account-Based Marketing Program

whitePaper | August 31, 2022

We know you: you’re a business leader, a Rev-Ops practitioner, an innovator, and most importantly, a driven individual who is passionate about doing whatever it takes to get your organization to succeed. But what if we told you there’s still a missing piece to the puzzle? ...What if we told you that there’s still one thing that would positively transform the curve of your growth?

whitePaper | August 5, 2021

Most B2B marketers’ arsenals rely on third-party intent data, but the growing privacy restrictions affecting third-party cookies are forcing marketers to rethink the use of these popular tracking tools. Savvy marketers are recognizing the untapped potential of first-party intent data as a replacement for traditional tracking methods. First-party intent data is unique because it’s proprietary to the organization that harvests it from its prospects. This in-house data collection technique enables companies to have total control over the data and target specific accounts with tailored messaging. Coupled with the new privacy restrictions web browsers are implementing, it seems like a no-brainer for companies to increase reliance on - or get started with - this data set.

whitePaper | September 15, 2022

Marketing operations leaders can feel it: MOPs is facing a talent crisis. It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense. To better understand this fast-changing landscape, Highway Education and Demandbase set out to uncover what the MOPs industry is up against and to provide guidance to its leaders. The result was the State of MOPs Talent study.

whitePaper | May 14, 2021

A lead generation campaign presents exciting opportunities for a company pursuing growth, but erroneous data can produce disappointing results or worse: high cost with little to no return on investment. Cleansing your data is a necessary phase step, but is not a “one and done” activity. Read the whitepaper to learn how leveraging a data provider and your own content distribution efforts can help you not only reach your audience but keep your data accurate at the same time.

whitePaper | September 1, 2022

Marketers spend anywhere from 5% to 20% of annual gross revenue on advertising spend, so what does it take to get the most out of that spend? In this guide, we walk through how to use advertising for the full funnel, from awareness to customer retention. You will learn: How to work smart, not hard: optimize your ads for a full funnel experience using the tools you already have and leveraging ABM in the process Ways to experiment with your ads to find the right mix for your audience A stage-by-stage full funnel blueprint to create ads that resonate with your audience each step of the way, including the goal, approach, and CTAs.

whitePaper | January 5, 2023

Demand Generation within B2B organisations has progressed in recent years, both innovatively and intuitively. Whether it’s embracing and adopting maturing predictive technologies and ABM methodologies or macro factors, including Covid, that forced a complete focus on digital engagement, marketers have had to respond instantaneously, researching, and activating digital approaches that ensure demand generation continuity and growth.