You Are What You Measure: The New Reality For B2B Marketers

|

article image
An emphasis on measurement is hardly a new trend in marketing. The explosion of web analytics, followed by the rapid adoption of marketing automation, made reporting and analytics a core part of the day-to-day lives of B2B marketers.However, the expression “you are what you measure,” will become especially true in 2017, as expectations to not only track, but also forecast, key pipeline performance indicators become an imperative for all growth-oriented companies.

Spotlight

FRANCHISE MARKETING SYSTEMS

Franchise Marketing Systems is a franchise developing and marketing firm that is based in Cumming, Ga. Founded in 2009, Franchise Marketing Systems' team of about 30 employees has nearly a decade of experience specializing in management consulting, direct marketing, and advertising. Franchise Marketing Systems partnered with an assisted living facility to establish and market a franchise. They built a legal model to walk the client through the franchising process, and they continue to provide marketing services. The client was appreciative of all the help that the team at Franchise Marketing Systems provided and credits the team with the project's success.

OTHER ARTICLES

Is Revenue Operations the Secret to Account-Based Success Right Now?

Article | March 25, 2020

We’re hearing that a number of companies are shifting investments from cancelled events into account-based efforts. Great news! Of course, we’re biased when it comes to all things account-based here at Engagio, but that’s because we know it works. The challenge now is to get those programs up and running both well and quickly. How can you make that happen and speed time to results? Two words: Revenue Operations. There’s a reason so many people signed up for the recent OpsStars event hosted by LeanData and co-sponsored by Engagio. RevOps is a movement in B2B whose time has definitely come. How do we define RevOps?

Read More

The Grizzly Bear Strategy: How to Align Your Demand Marketing and ABM Programs

Article | March 25, 2020

Some B2B marketers tell me they think account-based marketing (ABM) will eventually replace demand marketing. Some think ABM is just a new buzzword for the data-driven demand marketing they have always practiced. Others tell me that demand marketing and ABM are completely different strategies that should exist on their own within a company. To me, all of these different viewpoints are rooted in the fact that the B2B marketing ecosystem is in a state of rapid evolution and innovation and that’s fantastic for those of us in the B2B marketing profession!

Read More

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

Article | March 25, 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%.

Read More
BUYER INTENT DATA

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

Article | March 25, 2020

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.

Read More

Spotlight

FRANCHISE MARKETING SYSTEMS

Franchise Marketing Systems is a franchise developing and marketing firm that is based in Cumming, Ga. Founded in 2009, Franchise Marketing Systems' team of about 30 employees has nearly a decade of experience specializing in management consulting, direct marketing, and advertising. Franchise Marketing Systems partnered with an assisted living facility to establish and market a franchise. They built a legal model to walk the client through the franchising process, and they continue to provide marketing services. The client was appreciative of all the help that the team at Franchise Marketing Systems provided and credits the team with the project's success.

Events