How Marketo Engage Helped ICF Align Sales And Marketing

| October 22, 2019

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Marketing transformation is not an easy task for a 50-year-old legacy company. Yet it’s a journey that global consulting and digital services firm ICF embarked on just over three years ago, as part of the company’s efforts to help clients solve their most complex challenges, navigate change and shape the future. Understanding it’s not an easy feat to scale its business, while meeting clients’ demands, ICF recognized alignment between marketing and sales presented a huge opportunity to improve business performance and ultimately marketing transformation. Historically, the firm was challenged with its sales and marketing departments being two completely separate entities, translating to disunity with goals and room for improvement when it came to engagement with customers.

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Ratio Creative

We are Ratio Creative, a B2B strategic marketing and ideas company.A global agency established using smart thinking, sharp creativity and data insights – delivered using technology we know.Our aim is to always create the difference that makes the difference for each and every one of our clients. Which means we do the hard stuff. The thinking and the ideas.We push the boundaries of what is possible; to reach out beyond the confines of industry norms and create new and engaging ideas to challenge convention, unlock potential, inspire and engage new customers and prospects.

OTHER ARTICLES

3 Crowd-Pleasing Recipes for Customer Retention with ABM

Article | February 20, 2020

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Using Intent Data Throughout the Customer Journey

Article | April 13, 2020

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3 innovative tools for securing ABM success

Article | March 25, 2020

Account-based marketing (ABM) is a popular and effective approach to B2B sales, marketing and lead generation. Businesses identify a number of key accounts they want to work with, and reach out to them as markets-of-one. This gives marketers and sales teams the chance to work towards common goals, execute a highly-personalized approach, and reach out to dream prospects and ideal clients. According to ITSMA, 85% of marketers said ABM outperformed other marketing investments. And, Sirius Decisions discovered that as many as 91% of those with an ABM program in place said they were either ‘tightly’ or ‘moderately’ aligned with sales. So, how can powerful B2B technology help support your ABM strategy?

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Adding influencer marketing to ABM strategy can help build trust through external influences

Article | February 27, 2020

A study found 71% of marketers who practice ABM saw greater ROI, compared to traditional marketing. Account-based marketing, a hybrid of sales/marketing/revenue, can further be improved upon by adding influencer marketing to the ABM mix. This piece highlights a Dell outlet that was able to build up brand awareness and trust by leveraging targeted research and co-creating content with small business influencers. Including influencers like brandividuals, experts and brand advocates to ABM strategy can help marketers drive awareness, add substance to conversations and push conversions. While identifying influencers for ABM, marketers should consider factors such as popularity, relevance, and resonance.

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Spotlight

Ratio Creative

We are Ratio Creative, a B2B strategic marketing and ideas company.A global agency established using smart thinking, sharp creativity and data insights – delivered using technology we know.Our aim is to always create the difference that makes the difference for each and every one of our clients. Which means we do the hard stuff. The thinking and the ideas.We push the boundaries of what is possible; to reach out beyond the confines of industry norms and create new and engaging ideas to challenge convention, unlock potential, inspire and engage new customers and prospects.

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