Transforming demand generation, boosting responses up to sixfold

| June 20, 2016

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With IBM’s older systems, marketers often didn’t receive crucial information about campaign performance until the end of the quarter: far too late to make changes, or even to improve planning of future campaigns. Now, however, using Unica technology and IBM Cognos reporting, marketers can get nearly instant updates on campaign results—information that can be used to drive improvements almost immediately...

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Marcus Thomas LLC

We hang out at the intersection of brand and digital Marcus Thomas is a fully integrated marketing communications agency focused on audience insight, idea generation and alternative delivery. We focus our digital DNA and organize our research, account service, creative, media and public relations teams in four communities of practice: CPG, B2B, Home & Garden and Professional Services. Marcus Thomas is the product of a union between two of Northeast Ohio’s oldest and largest independent advertising and public relations firms: Marcus Advertising, founded in Cleveland in 1946, and Ira Thomas Associates, founded in Youngstown in 1937. DigiKnow, a pioneering digital marketing and technology firm in Cleveland and Buenos Aires, joined Marcus Thomas in 2011.

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The MarTech Stack You Need To Execute ABM In 2020

Article | February 13, 2020

Account-based marketing (ABM) has become a critical strategy for B2B marketers as it allows companies to reduce customer acquisition costs, streamline targeting and generate more business within targeted key accounts. However, companies have to invest in a wide range of software tools to execute ABM at scale. Selecting the right kind of technology needed to implement and measure personalized ABM is an expensive proposition. It requires marketers to conduct a comprehensive evaluation of different business challenges and goals while building the MarTech stack.

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ABM and AI: Friends or Foe?

Article | June 2, 2021

The application of Artificial Intelligence (AI) and other advanced technologies is inevitable and necessary to achieve the potential of account-based marketing (ABM). However, I consider technology to be more of an enabler of ABM, while the driver always remains the same – enhancing the customer experience by helping clients sustain and grow their business in this dynamic digital era. The goal is not for AI to make marketing decisions but to enable marketers to make better decisions by leveraging the strength of AI in analyzing a large amount of data quickly to share action-oriented insights. AI can be a friend or foe, depending on what decisions we make while evaluating and implementing AI. Following are key questions organizations should answer before deploying an AI-based marketing strategy.

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Outbound, Inbound, Account-Based Marketing: Three Marketing Tracks A Business Can Utilize

Article | April 2, 2020

A business or company’s growth relies on many factors. One of those factors that must be handled strategically is marketing. A marketing plan is an approach that must be made for the long-term. The marketing approach is meant to be forward-looking with the goal of becoming known by potential customers and have a competitive advantage over other businesses in the same industry. Marketing has three major strategic types namely, outbound marketing, inbound marketing, and account-based marketing. Every marketing plan needs a strategic ideology and a proper analysis of the company’s situation before any marketing techniques are formulated and deployed. Businesses must evaluate their competitive position and how their marketing goals align with their current business operations. Marketing is the bridge that connects the business and its customers.

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The Ultimate Guide to Determining the ROI of Your ABM Campaign

Article | April 6, 2020

There’s a reason that 73% of marketers plan to increase their ABM budgets this year. It’s well known that Account Based Marketing is one of the industry-leading strategies for B2B marketing ventures targeting mid and enterprise-level businesses. It’s important to understand where the data that supports ABM as a strategy is coming from however, and how to implement ABM for your company in a way that gets you the same results as the industry leaders. Here’s our guide for how to assess whether your ABM campaign is giving you the maximum return on investment possible.

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Spotlight

Marcus Thomas LLC

We hang out at the intersection of brand and digital Marcus Thomas is a fully integrated marketing communications agency focused on audience insight, idea generation and alternative delivery. We focus our digital DNA and organize our research, account service, creative, media and public relations teams in four communities of practice: CPG, B2B, Home & Garden and Professional Services. Marcus Thomas is the product of a union between two of Northeast Ohio’s oldest and largest independent advertising and public relations firms: Marcus Advertising, founded in Cleveland in 1946, and Ira Thomas Associates, founded in Youngstown in 1937. DigiKnow, a pioneering digital marketing and technology firm in Cleveland and Buenos Aires, joined Marcus Thomas in 2011.

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