. home.aspx
EVENTS
Dreamforce 2019
DREAMFORCE 2019
November 19-22, 2019
Why you should attend: Nurturing leads, closing deals and maximizing ROI are crucial for success in the B2B marketing industry. Attend Salesforce’s Dreamforce 2019 and you’ll walk away with smart, actionable insights to better target your accounts with the newest and most effective custo...

B2B Committee: ABM
B2B COMMITTEE: ABM
December 03-03, 2019
To see how ANA committees are truly a benefit that makes a difference for our members, here are just a few testimonials from committee members:  "The ANA Committee meetings are a great way to learn what challenges other marketers are facing and to debate new ideas and solutions to the issu...

Wells Fargo TMT Summit 2019
WELLS FARGO TMT SUMMIT 2019
December 02-04, 2019
This event is intended for clients of Wells Fargo and its subsidiaries (including Wells Fargo Securities, Wells Fargo Advisors, and Abbot Downing) who received this invitation directly from their Wells Fargo contact, or individuals expressly invited by a Wells Fargo Securities research analyst. Any ...

C-SUITE ON DECK

home.aspx
   

Performance Marketing Q&A With Gary Skidmore, CEO Of Aberdeen Group

December 12, 2016 / Staff Writer
We spoke with Gary Skidmore, the CEO of the Aberdeen Group, and asked him to share his insights on lead velocity and marketing performance.  Gary has a well-established track-record of innovation in marketing acceleration from his time as a small business entrepreneur, global company executive and currently as CEO at the Aberdeen Group.

Here are his thoughts on what he’s seen work when it comes to sales and marketing speed.

DECK 7: What do you see as major impediments to marketing performance and ultimately more leads?GARY SKIDMORE: Simply put, marketers continue to get bogged down when they don’t have a clear understanding of who their best customers are, how they think and then what type of information might be most useful for them. When it comes to understanding customers, clarity helps to focus all marketing acceleration efforts (and related lead quantity and quality) on the things that matter to your customer.  That’s a good thing.

D 7: How are leading companies addressing the issue of performance and velocity? GS: We see, from our Aberdeen Group research, that many companies continue to invest in data, predictive tools, 

"Performance marketing requires a precise understanding of where to spend your valuable resources along with what to do to accelerate engagement."

content and other marketing technologies to try and solve the issue of performance. However, one of the problems is that while all these tools are great, they usually don't work unless you have some level of integration. For example, data is needed, but how do you align that data by segment with a message? Then, once you identify a trending message, how do you ensure that the content you’re creating actually gets noticed and can drive engagement fast. Best-in-class companies are ones that are integrating data, targeting, messaging and content into one continuous workflow.

D 7: What new innovations are making the scene to help marketers get results faster? GS: There are a number of companies that have launched over the last 12 to 24 months that address data and content discreetly. Regarding data tools, many of these new platforms talk about how you might “predict” who’s about to purchase.  The content and messaging tools might also give you the ability to create and distribute content more readily internally and externally. However, as mentioned above, sometimes these individual technologies don’t go far enough.

Where does Aberdeen play in helping clients improve their marketing velocity? We’re a company spending the majority of our time building solutions that integrate advanced data, machine learning and aligned content to help companies know who to approach first and what to say to them to drive accelerated engagement. Our data and content platform, Lead Essentials, does just that by aligning the best in-market accounts with content that is guaranteed to get them to engage. We've integrated these important functions into one platform and workflow. We’re changing the way marketing works and speeding up the process and related effectiveness significantly. In other words, more conversion and more leads, faster.

D 7: Who are your current customers and how does one take advantage of your solutions (both end users and partners)? GS: Lead Essentials, as well as our other products and services are right for just about any mid to large-size B2B organization. We don't just help organizations find more leads, we give them a fuller picture of who they are, how to reach them and how to get them engaged. We offer a SAAS model with our integrated data and content solution, as well as other ways to engage with us for more custom work. We are aggressively looking for ways to partner with other like-minded technology, data or content providers to help fuel their businesses with our unique data and content assets. To find out more about Aberdeen, visit us at www.aberdeenservices.com


About Aberdeen Group


Aberdeen Group is a technology and services company that helps tech sales and marketing executives distill smart data science into actionable moments. Aberdeen helps companies win through their unique targeting capabilities (using the CI Technology Data Set), advanced analytics using their own innovative proprietary and public data sources, and their original and research based content engine.

For more information on Aberdeen’s leading data and content platform, Lead Essentials, check out the demo here. If you’re looking for ideas, check out the Aberdeen idea book, chock full of ways that you can use our data and content for your own marketing programs.

You may also be interested in Aberdeen’s latest Guidebook on Account-Based Targeting. Find out new ways to think about what accounts need to be in your account-based sales and marketing programs.  Enjoy!

SPOTLIGHT

Aberdeen Group is a technology and services company that helps tech sales and marketing executives distill smart data science into actionable moments. We help companies win through our unique targeting capabilities (using the CI Technology Data Set), advanced analytics using our own innovative propr...

RELATED NEWS


Aberdeen announced Aberdeen Intent for Salesforce – the first Salesforce-native solution that identifies and pushes intent-qualified opportunities directly into your Salesforce instance so your sales team never misses another deal. Aberdeen Intent for Salesforce uses machine learning to track the online research of millions of companies across the internet to generate the most accurate intent score available with client measured accuracy as high as 91%. Aberdeen Intent for Salesforce is ba...
HTTPS://WWW.ABERDEEN.COM/ABOUT/NEWS-PRESS/ABERDEEN-INTENT-FOR-SALESFORCE/
READ MORE

Do you know what you are spending to attract a target account to your website?  Most companies haven’t done the analysis. Would it surprise you to learn that in our Media Audits we found that the average paid search cost for a B2B company to attract a target account website visit is $68? How can this cost be so high when cost per click (CPC) rates may only be a few dollars each?  The answer is simple. Very few of the visitors you attract from paid search are actually from target ...
ABERDEEN
READ MORE

Aberdeen Group announces a combined account data and content platform, Lead Essentials, to enable tech marketers to more efficiently find and engage with active buyers while they are in-market to purchase specific technology products. Lead Essentials enables Aberdeen Group to provide account-based "engagement science" services to its users by matching account purchase-intent data with an extensive library of tech-specific content to enable on-demand tailored communications specific to ...
MARKETWIRED
READ MORE

Performance Marketing Q&A with Gary Skidmore, CEO of Aberdeen Group

“Performance marketing requires a precise understanding of where to spend your valuable resources along with what to do to accelerate engagement.” – Gary Skidmore

The ABM.report recently spoke with Gary Skidmore, the CEO of the Aberdeen Group, and asked him to share his insights on lead velocity and marketing performance.  Gary has a well-established track...

READ MORE

Marketing automation is quickly becoming crucial for businesses to be successful in their marketing efforts. So what is it? Marketing automation is a subset of customer relationship management (CRM) and is designed to replace marketing tasks and processes that would otherwise be done manually. These are the tasks that, without automation, are time-consuming and prone to human error. This, of course, leaves customers or potential customers frustrated, and results in decreased conversion rates. ...
WWW.SEARCHENGINEJOURNAL.COM
READ MORE

In an increasingly content-driven world, intent data is the differentiator to make marketers and sales teams successful. Recognizing this, Aberdeen Group, the market leader for technology industry data, predictive analytics, and premium content has announced a strategic partnership with Bombora, the leading provider of B2B demographic and intent-based data. "Given Bombora's unique knowledge and reach across the B2B universe, this partnership makes perfect sense," said Aberdeen Group's CEO, Gary...
HTTP://WWW.MARKETWIRED.COM/
READ MORE

SPOTLIGHT

Aberdeen Group is a technology and services company that helps tech sales and marketing executives distill smart data science into actionable moments. We help companies win through our unique targeting capabilities (using the CI Technology Data Set), advanced analytics using our own innovative propr...

RESOURCES

EVENTS

Dreamforce 2019
DREAMFORCE 2019
November 19-22, 2019
Why you should attend: Nurturing leads, closing deals and maximizing ROI are crucial for success in the B2B marketing industry. Attend Salesforce’s Dreamforce 2019 and you’ll walk away with smart, actionable insights to better target your accounts with the newest and most effective custo...

B2B Committee: ABM
B2B COMMITTEE: ABM
December 03-03, 2019
To see how ANA committees are truly a benefit that makes a difference for our members, here are just a few testimonials from committee members:  "The ANA Committee meetings are a great way to learn what challenges other marketers are facing and to debate new ideas and solutions to the issu...

Wells Fargo TMT Summit 2019
WELLS FARGO TMT SUMMIT 2019
December 02-04, 2019
This event is intended for clients of Wells Fargo and its subsidiaries (including Wells Fargo Securities, Wells Fargo Advisors, and Abbot Downing) who received this invitation directly from their Wells Fargo contact, or individuals expressly invited by a Wells Fargo Securities research analyst. Any ...

ABM.Report

ABM.Report

NEWSLETTER SIGNUP

© 2019 • PRIVACY   COOKIES   TERMS   PROMOTE   MEMBER LOGIN

Profile & Password Publishing Settings Logout