Zen Segmenting Accelerating Market Dominance

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 | April 24, 2023

Selling your products or services directly to your highestvalue accounts can give you the best profits. And with account based marketing strategies, you can make that possible.

whitePaper | June 10, 2022

Responsive buyer experiences and relevant content across channels have always been the top criteria for mature, highperforming, omnichannel account-based orchestrations. But much of today’s conversation revolves around linear, top-down campaigns, where the target account is placed in a marketing or sales play, operating within a siloed platform throughout the buyer’s journey. The result is often antithetical to the desired buyer “experience.” Operating without the necessary data management, intent, prediction, and consistent personalization, these platforms cannot deliver high-performing orchestration simply by slapping a new name on the same old ABM technology. In a rush to accelerate the delivery of “account-based experiences” (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve.

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.

whitePaper | December 23, 2022

Selling or marketing to someone you have limited insights on is like trying to hit a piñata blindfolded. You have a general idea of where it is, but without knowing its exact whereabouts, you’re taking swings in the dark, and more often than not—you’ll miss your target. Gaps in buyer insights—pain points, account needs, and goals—are a huge issue for accountbased marketing (ABM) teams looking to deepen relationships with existing customers and target high-value prospects. Personalization lives at the core of ABM, and yet, personalization at scale toward target accounts (35 percent) and developing targeted content for accounts and personas (30 percent) are in the top five ABM challenges, according to Demand Gen Report.

whitePaper | December 12, 2022

Entering a new demand gen position in a volatile market is nerve-wracking. All eyes are on you to make an impact — fast. That’s where your data comes in. In demand generation, data is essential for knowing who you should target and how. In this eBook, you’ll learn how to identify and target your ideal prospects — when they’re most receptive to hearing your message — using different types of data.