The Hidden Costs of Doing Nothing: Why B2B Enterprises Need an ABM Platform

whitePaper | May 18, 2021

For B2B sales and marketing teams, competitive analysis is a foundational process that reinforces and clarifies business cases or campaign roadmaps by identifying gaps and potential differentiators. A competitive analysis has become essential to developing and identifying a winning strategy for growth and success—essential when, on average, a business can have 25 direct competitors. In the traditional sense, this would equate to an analysis of competitors, their products, and their messaging. But does that serve the purpose of identifying competitive gaps, or the ultimate goal of winning market share through displacement? Effective competitive displacement and competitive analysis need to be customer-centric above all else.

whitePaper | January 12, 2023

In the past two years, the B2B customer journey has shifted more than ever before into the digital world. According to the latest MC Kinsey figures, about 70% of the B2B buyer journey now takes place digitally. As a result, the demand for digitally acquired leads grows as they are the basis for successful sales activities. In this whitepaper we show you how to improve your lead generation.

whitePaper | August 23, 2022

To achieve success in today’s digital world, marketers need to collect, analyze and master intent data. But what exactly is intent data and how can organizations use this information to close deals? To answer these questions, we’ve recruited a team of B2B marketing experts to share their tips, tricks and insights on intent data. The result is our free e-book, “B2B Trends: How Intent Data Can Boost Marketing Results.” In it, you’ll discover not only the trends behind intent data, but what actual marketers like you are doing to use it.

whitePaper | September 27, 2022

Marketing Operation Professionals (MOps) are often the unsung hero overseeing the function of your MarTech stack ( marketing technology). Chances are, you already have invested in the tools necessary to ABMify it. But the real challenge is how your MarTech stack comes together to create one killer marketing operations strategy. In this guide we'll show you: Real customer examples and insights into how others approach MarTech in a way that works for them Examples of plays you can orchestrate when your multi-channel ABM stack is at its best Frameworks to design a stack that stacks up and simplifies Marketing Operations Why you need a way to integrate it all (and how to do it quickly)

whitePaper | December 2, 2021

No one fully understands the long-term effect COVID-19 will have on societies or regional economies. But the impact it’s having on brands is becoming clearer by the day. Customer behaviors have shifted during the crisis and may not revert to pre-pandemic norms. McKinsey reports as many as 30% to 40% of U.S. consumers have switched brands or retailers, and the majority intend to continue their new shopping behavior. Many switchers seek better prices, but other motivators include product availability, quality and purpose.

whitePaper | January 10, 2023

Today’s B2B buyer is better informed than ever before, which comes with a growing preference for self-service buying experiences (i.e., opting to research products on their own as opposed to connecting with a salesperson). In fact, when surveyed, 87% of B2B buyers said they would prefer to self-serve all or part of their buying journey – meaning by the time a buyer fills out a contact form from your website, they are likely in the final stages of their decision-making process.