Featured Account-Based Marketing Tech Stack: Speed Shift Media

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To find out how a company brand new to account-based marketing uses technology in their approach, we spoke to Renold Liu, the marketing director at Speed Shift Media. “Speed Shift Media is an advertising technology company that serves the automotive industry,” Renold explains. “We help dealerships and agencies that work with dealer groups use display advertising and behavioral targeting to match buyers in the marketplace with vehicles on the lot.”

Spotlight

Leadit Marketing

Leadit Marketing is a lead generation consulting firm with an innovative approach towards optimizing the lead lifecycle. Through a blend of proven lead management techniques, marketing automation tools and the Sirius Decision Waterfall methodology, Leadit Marketing enables sales and marketing teams to achieve their demand generation and customer marketing goals using Eloqua and sales force automation systems. Turning a prospect into a closed deal is an intensive process with a lot of steps and a lot of people involved. With the right combination of sales and marketing automation and cooperation — the sales process moves faster and closes more deals. Why? Because a good lead generation plan ensures you’re targeting the right prospects at the right time.

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BUYER INTENT DATA

Do You Need Bombora? What the Intent Data Provider Brings to the Table

Article | April 15, 2021

Intent data is an essential piece of the account-based marketing puzzle. It’s the type of data that can give B2B companies a competitive edge as they look to identify engaged, active prospects at prioritized accounts that show a clear pattern of interest in a product, service, or solution. As importantly, intent data can pinpoint signals in a buyer’s journey that lets you know what their next step might be, helping you target them with personalized, contextual messaging. There are a couple of flavors of intent data, but in this case, third-party intent data is the focus. Third-party intent data originates from external sources and may include many potential online interactions that have occurred away from your website and your company’s interactions. Website visits at competitor sites, webinar attendance, downloads, product reviews, social media interactions, and online subscriptions to publications in your industry or sector are fair game for third-party intent data insights. Like an intricate spider web woven from numerous data points, third-party intent data offers a view of online behavior for potential prospects as they traverse their buying journey.

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How to Stay Ahead in the Great Account-Based Marketing Race

Article | April 15, 2021

This account-based marketing piece is brought to you by Intelligent Demand Senior Marketing Manager & Certified Account-Based Strategist, Paige Montgomery. More and more B2B marketing executives and companies are making the transition from lead-centric to account-centric marketing, because the ROI of an account-based approach has been tried, tested, and proven. ITSMA put it best: “ABM delivers the highest return on investment of any strategic B2B marketing approach. Period.” Let’s face it, account-based marketing (ABM) is no longer a trend to test or even pilot—it’s table stakes in 2020. And thanks, in part, to the surge of account-based thought leadership and marketing technology available, B2B marketers are getting better at ABM by the day, meaning they’re also getting better at creating strategies that engage target accounts and developing effective ways to connect the dots between marketing, sales, and customer success.

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Account-Based Marketing during a pandemic COVID 19

Article | April 15, 2021

The viral outbreak of COVID-19 has caught most companies off guard and is not likely to let up any time soon. With global recommendations to self-isolate and avoid social gatherings, businesses all over the world begin to modify business protocols. This article will talk about how you can keep your account-based marketing running during a pandemic. You’ll get all the information you need to make an educated decision on how to lead your sales and marketing teams. This article will also highlight some modifiable tactics that can be used to help keep your ABM program running if employees have been forced to work from home, and so have your prospects in your target accounts.

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

Article | April 15, 2021

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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Spotlight

Leadit Marketing

Leadit Marketing is a lead generation consulting firm with an innovative approach towards optimizing the lead lifecycle. Through a blend of proven lead management techniques, marketing automation tools and the Sirius Decision Waterfall methodology, Leadit Marketing enables sales and marketing teams to achieve their demand generation and customer marketing goals using Eloqua and sales force automation systems. Turning a prospect into a closed deal is an intensive process with a lot of steps and a lot of people involved. With the right combination of sales and marketing automation and cooperation — the sales process moves faster and closes more deals. Why? Because a good lead generation plan ensures you’re targeting the right prospects at the right time.

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