ABM LEADERSHIP ALLIANCE FORMATION

| September 22, 2017

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The ABM Leadership Alliance unites industry-leading technology partners to educate B2B marketers about how developing and deploying an ABM strategy.These are the questions the ABM Leadership Alliance aims to answer. A national organization focused on educating B2B marketers.

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Searchmetrics

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OTHER ARTICLES

The decline of attribution and rise of intent: Measuring marketing’s value in a complex sale

Article | March 3, 2020

A recurring theme in our Breakthrough CMO Breakfast series with 6sense has been the move away from lead capture (which we could argue is a vanity metric for complex B2B sales cycles) and towards prioritizing prospect engagement and experiences. Especially when you’re managing a complex and long sales cycle, let’s not pretend that the white paper download generated the seven-figure deal. Let’s not pretend that the badge scan at a trade show six years ago “drove the opportunity.” So if we’re moving away from leads and towards experiences as the coin of the realm for B2B marketers, the value of attribution weakens as well.q

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What's on the Radar of Marketing Leaders Today?

Article | May 24, 2021

The pandemic has catalyzed an en-masse move to hybrid workforce models across industries and functions, including marketing teams. Add to this the broad changes in consumer behavior and market expectations resulting from the disruption of the last 15 months. How has all of this change impacted marketing priorities? While DX has been a priority for a while now, what’s changed is the race to connect customer experience (CX) to the DX initiative. Over the last year digital engagement has been at times the only way to find, get and keep customers. Starting with overhauling virtual shopfronts — aka brand websites — to investing in more advanced data-driven marketing decisioning engines, making CX central to the digital strategy has become primary.

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How to Leverage the Power of Marketing Automation for Your Demand Gen Operations

Article | March 11, 2020

One of the most significant shifts in demand generation is the move towards account-based marketing. Traditional marketers utilized a ‘one-to-many’ approach where tracts of messages were blasted to an extensive database. The age of personalization has now dawned on-demand generation. Marketers need to tailor their messages to suit personas and targeted accounts better. This form of marketing abandons the idea of fishing with a wide net. It instead promotes hunting for your biggest fish with spears. Marketers need automation tools to enhance their account-based marketing operations. Data shows demand generation automation can increase customer engagement by 68%. It will also strengthen timely communications and increase demand gen opportunities by 58%.

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The Missing Link in your ABM Strategy

Article | March 17, 2020

Account-based marketing (ABM) programs deliver huge results, but those results can sometimes be elusive. Over the past twelve months through my consulting practice, I’ve had an intimate view into over fifty ABM programs. More common than not, most marketers are telling me that their results are underwhelming. So, what is the missing link? The answer lies in the disconnect between marketing-orchestrated experiences and buyer expectations.

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Spotlight

Searchmetrics

We help you attract an online audience and boost results with content that uniquely matches user intent. Using the deep learning insights of the Searchmetrics Suite and Searchmetrics Content Experience platform, we navigate the shifting priorities of search engines and help you outrank your competition. Search has evolved into a data-driven field that requires powerful software to guide companies through discovery, briefing, optimization and measurement of engaging storytelling.

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