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Learn to Speak Demand Generation

A guide to speaking the language of Demand Generation, from selling the concept to the board to designing and executing programmes within your Marketing Automation platform with ease…

Spotlight

Prophyts - Predictive ABM

Prophyts, a portfolio company of 1105 Media, Inc., is a predictive account-based marketing (ABM) platform that identifies potential B2B buyers early in their purchasing journey and delivers the contact information of all available decisions makers, influencers and stakeholders from the company who are likely to be involved in the purchase decision. A one-stop solution, Prophyts also offers industry-leading marketing engagement services and advertising targeting programs.

OTHER ARTICLES
Account Based Data

The 5 Things to Know About Account-Based Marketing

Article | June 29, 2023

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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Account Based Analytics

5 Steps for Succeeding in Account-Based Marketing

Article | August 3, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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Buyer Intent Data

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | March 6, 2023

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More
Account Based Data

Top 10 Buyer Intent Data Tools for Maximizing Business Growth in 2023

Article | June 29, 2023

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
Account Based Analytics

Lost in translation: The problem with inconsistent language in marketing

Article | August 3, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More
Buyer Intent Data

Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | March 6, 2023

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More
MORE ARTICLES

Spotlight

Prophyts - Predictive ABM

Prophyts, a portfolio company of 1105 Media, Inc., is a predictive account-based marketing (ABM) platform that identifies potential B2B buyers early in their purchasing journey and delivers the contact information of all available decisions makers, influencers and stakeholders from the company who are likely to be involved in the purchase decision. A one-stop solution, Prophyts also offers industry-leading marketing engagement services and advertising targeting programs.

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Adobe’s content-aware video masking is about to make post-production a whole lot more efficient

MarTech Today | April 03, 2019

A wide range of video-focused performance updates are available in the Adobe Creative Cloud’s latest update, including an innovative content-aware fill that removes unwanted objects from videos, among others. In a nod to video and audio editors around the world, Adobe announced new Creative Cloud updates focused on delivering a more efficient and intuitive post-production experience for creative professionals. Among the most intuitive of the new features is the content-aware fill tool in After Effects, which has long been a staple for still visuals in Photoshop. Adobe notes that the feature will cut down on tedious frame-by-frame object masking by automatically tracking the object through a scene and replacing it with contextual pixels. Why you should care: The performance updates, driven by the Adobe Sensei AI platform, add a boost of productivity to time-consuming editing techniques by providing smarter tools for more powerful storytelling in less time.

Read More

Building a marketing operations team from scratch, one year in

MarTech Today | April 05, 2019

Rachel Beck had led Cisco Meraki’s demand gen team for just over a year when she was named the global manager of marketing operations in April 2018. The newly appointed marketing ops leader was put in charge of building a team that would oversee the tools, processes and systems to power Cisco Meraki’s marketing team — something the company previously did not have. “I was spending a lot of time on things that were foundational,” said Beck of her previous role before being named global manager of marketing operations. When the CMO realized Beck was more focused on foundational issues than demand gen priorities, he knew it was time to put a marketing ops team in place. “Before the team existed, we had a queue of things to work on,” said Beck. She started by listing all the projects the team could potentially be giving time to, and of those, which ran the greatest risk of putting the company in jeopardy if they didn’t get done. “You have to access and prioritize because there is no end to the things you could do.” Finding the right talent. In the 13 months Beck has been leading the marketing ops team, she has developed six roles. Her advice: learn to look far and wide for the right talent, but know that new hires may be available internally.

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Debunking the top 5 stereotypes of programmatic traders

Marketing Land | April 22, 2019

Do you think programmatic traders’ jobs consist of basic data entry, playing around on computers and saying “no” to requests all the time? Think again – their role is far more significant in driving the bottom line than ever before. From implementing and running programmatic campaigns across various DSPs, to the day-to-day management of client campaigns, programmatic traders are the first point of contact for troubleshooting or audience and optimization recommendations. And once a campaign has run, they’re responsible for producing and presenting campaign analysis to demonstrate the effectiveness of planning, testing and media optimization and management. The workhorses of the advertising industry, programmatic traders, too often don’t get the respect they deserve. This is due in part because of a fundamental misunderstanding about just what it is that they do every day, even by their managers and colleagues. Too many ad industry professionals think traders have simple jobs that don’t require strategic thinking, when in fact the truth is that the digital advertising world wouldn’t run without them, and the operational knowledge they possess. To illustrate this, we’ve outlined the top five programmatic trader myths and the reasons why traders are the foundation of a revenue-generating advertising group. Myth #1: Their days are filled with data entry With so many automation and machine learning options available, many leaders in the industry think today’s traders are just responsible for plugging in some data, pushing a few buttons and letting their computers do the rest, right? Not so fast.

Read More

Adobe’s content-aware video masking is about to make post-production a whole lot more efficient

MarTech Today | April 03, 2019

A wide range of video-focused performance updates are available in the Adobe Creative Cloud’s latest update, including an innovative content-aware fill that removes unwanted objects from videos, among others. In a nod to video and audio editors around the world, Adobe announced new Creative Cloud updates focused on delivering a more efficient and intuitive post-production experience for creative professionals. Among the most intuitive of the new features is the content-aware fill tool in After Effects, which has long been a staple for still visuals in Photoshop. Adobe notes that the feature will cut down on tedious frame-by-frame object masking by automatically tracking the object through a scene and replacing it with contextual pixels. Why you should care: The performance updates, driven by the Adobe Sensei AI platform, add a boost of productivity to time-consuming editing techniques by providing smarter tools for more powerful storytelling in less time.

Read More

Building a marketing operations team from scratch, one year in

MarTech Today | April 05, 2019

Rachel Beck had led Cisco Meraki’s demand gen team for just over a year when she was named the global manager of marketing operations in April 2018. The newly appointed marketing ops leader was put in charge of building a team that would oversee the tools, processes and systems to power Cisco Meraki’s marketing team — something the company previously did not have. “I was spending a lot of time on things that were foundational,” said Beck of her previous role before being named global manager of marketing operations. When the CMO realized Beck was more focused on foundational issues than demand gen priorities, he knew it was time to put a marketing ops team in place. “Before the team existed, we had a queue of things to work on,” said Beck. She started by listing all the projects the team could potentially be giving time to, and of those, which ran the greatest risk of putting the company in jeopardy if they didn’t get done. “You have to access and prioritize because there is no end to the things you could do.” Finding the right talent. In the 13 months Beck has been leading the marketing ops team, she has developed six roles. Her advice: learn to look far and wide for the right talent, but know that new hires may be available internally.

Read More

Debunking the top 5 stereotypes of programmatic traders

Marketing Land | April 22, 2019

Do you think programmatic traders’ jobs consist of basic data entry, playing around on computers and saying “no” to requests all the time? Think again – their role is far more significant in driving the bottom line than ever before. From implementing and running programmatic campaigns across various DSPs, to the day-to-day management of client campaigns, programmatic traders are the first point of contact for troubleshooting or audience and optimization recommendations. And once a campaign has run, they’re responsible for producing and presenting campaign analysis to demonstrate the effectiveness of planning, testing and media optimization and management. The workhorses of the advertising industry, programmatic traders, too often don’t get the respect they deserve. This is due in part because of a fundamental misunderstanding about just what it is that they do every day, even by their managers and colleagues. Too many ad industry professionals think traders have simple jobs that don’t require strategic thinking, when in fact the truth is that the digital advertising world wouldn’t run without them, and the operational knowledge they possess. To illustrate this, we’ve outlined the top five programmatic trader myths and the reasons why traders are the foundation of a revenue-generating advertising group. Myth #1: Their days are filled with data entry With so many automation and machine learning options available, many leaders in the industry think today’s traders are just responsible for plugging in some data, pushing a few buttons and letting their computers do the rest, right? Not so fast.

Read More

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