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'CMOs must champion the customer,' advises Steve O'Neil Director at Agent3

We had the opportunity to explore the best way to leverage Account-based marketing strategies in the digital era, through this interview with Steve O'Neil, Director at Agent3. Read on to find out new digital marketing trends to look out for in 2022, and how CMOs and enterprises can best leverage them in their initiatives.

The need to build impactful, engaging and differentiated digital experiences that hold attention and convert became an imperative during the pandemic.

MEDIA 7: As an expert developer and a leader in digital ideas, what is your view on how marketers can use ABM as an approach to embrace the digital age?
STEVE O'NEIL: B2B engagement in the digital age has historically relied on fairly broad, “spray-and-pray” tactics, with huge budgets being wasted on generic, catch-all campaigns, often centered around driving engagement with a particular solution to anyone who will listen. Targeting is often generic, focusing on personas or seniorities, and whilst an acceptable number of leads will usually be generated, it’s pure luck as to whether or not they have the authority to influence, accelerate, or sign-off any deal. The application of Account-Based Marketing (ABM) principles is a more intelligent approach to revenue generation and will eventually become commonplace in B2B engagements as organizations look to deliver outstanding Account-Based eXperiences (ABX) using digital technologies.

By leveraging a combination of intent data sources and signals to prioritize a set of key accounts; organizations can focus purely on these accounts, treating them as a market of one. With key contacts engaged on their terms, via the right channels with hyper-focused positioning and messaging in a creative and impactful way, engagement with the right people will be supercharged, pipeline velocity accelerated and better, more measurable outcomes that can be tied back to key business objectives, will be driven. This demonstration of ROI will then make the case to scale the approach through further investment.

An additional consideration is that B2C marketers have understood for some time that, in order to drive adoption or sales of a product or service, the consumer experience - which starts with digital communication - needs to be highly personalized. So if those same consumers - you and I - are now used to experiencing heavily personalized digital experiences in their personal lives, they will expect the same level of sophistication in their professional lives too. The ABM approach to digital and building out true ABX, therefore, is a fantastic opportunity to bridge this gap.


M7: According to you, what are some of the different ways to build an effective ABM program?
SN: Every organization will have different expectations for its ABM program. Prior to starting your first ABM program, it’s worth conducting an ‘ABM Maturity assessment, which will provide a baseline from which progress and the evolution of your approach can be demonstrated back to leadership. Once you’re ready to begin, setting meaningful objectives is an important first step that helps focus the mind on what the business expects as a return on the investment in their ABM program. Once this is understood, a basic measurement framework can be deployed as part of the ABM program to demonstrate success, proving the business impact of ABM.

Successful ABM programs tend to comprise the following: strong account segmentation so that the right accounts feature in the program from the outset; solid foundational account-level intelligence and intent data; account-specific positioning & messaging; outstanding creative experiences that differentiate from competitors; a highly optimized RevTech stack that can be used to deploy superb; hyper-personalized account-based experiences that supercharge engagement across the entire lifecycle, and a robust measurement dashboard that makes it quick and easy to attribute and report success to multiple levels of seniority within the organization.

Read More: “There’s a tremendous opportunity and interest in growing renewables”, says Jeff Kirchick, VP of Sales at Colossus.


The application of Account-Based Marketing (ABM) principles is a more intelligent approach to revenue generation.



M7: What are some of the different ways the role of a CMO has changed as a result of the COVID-19 pandemic?
SN: The COVID-19 pandemic accelerated the digital transformation of organizations globally almost overnight. Campaigns and messaging that had been working, became irrelevant. Marketing budgets were diverted to digital or significantly reduced and face-to-face events, a staple for many organizations in their engagement strategy, stopped. The need to build impactful, engaging, and differentiated digital experiences that hold attention and convert became an imperative. The challenge for the CMO was in galvanizing the organization to achieve this in a creative way, deploying the experience via the right smart technology. After all, if your competitors are attempting the same thing, how do you, as the CMO, ensure your organization stands out amongst the noise?

The CMO has always been responsible for delivering growth, but having navigated an incredibly challenging, volatile, and uncertain time during the pandemic, they are now seen as the guiding lights for digital transformation, tasked with driving sustainable and profitable growth through the delivery of outstanding, engaging and impactful omnichannel customer experiences. CMOs must champion the customer. And those who build resilient, agile, diverse and inclusive marketing organizations, capable of evolving with the times, embracing new technologies and acting as a catalyst for innovation will ultimately succeed in this new world.


M7: What are the different ways Agent3 helps its clients maximize their ROI and revenue?
SN: Agent3 is a technology and services business. This means that we provide the ABM consultancy and strategy that a client would expect from a global ABM agency, but we back this up with expertise deployed via a specialist model comprising teams with deep expertise in Advisory, Insight, Positioning & Messaging, Content & Creative, DemandGen, RevTech and Measurement. This flexible model helps support clients to deliver globally scalable ABM programs in the most agile way possible, maximizing their ROI, accelerating delivery of revenue from key and named accounts, whilst delivering an unparalleled customer experience.

Read More: Duda’s Anton Shulke says “Make the product you want to use, only then the customers will value it” 


The CMO has always been responsible for delivering growth, but having navigated an incredibly challenging, volatile, and uncertain time during the pandemic, they are now seen as the guiding lights for digital transformation.



M7: At Agent3, how do you track and report on your ABM efforts?
SN: Agent3 is experienced in supporting organizations to navigate the challenges of measuring ABM, ensuring that clear business objectives are defined for the ABM program at the outset. We then ensure that the correct attribution model is in place, that data flows to the right places from an ever-evolving tech stack and a robust ABM measurement framework exists. Using this framework, an ABM dashboard that clearly demonstrates the success of ABM programs, tying account-specific outcomes back to the pre-defined business objectives, can be deployed.

As approaches to account-based experiences (ABX) evolve and the expectation that the customer experience should transcend marketing becomes more prevalent, the need to measure the entire customer lifecycle has become increasingly important.
Agent3’s pioneering research and development is leading the way in supporting organizations to make this transition, ensuring that the approach to effective measurement in ABM and/or ABX remains best of breed in an ever-changing, digitally transformed world.


M7: According to you, what are some exciting digital marketing trends and developments to look out for in 2022?
SN: There are a number of areas in tech that I’m excited about in 2022 - areas like AI, machine learning, and the metaverse will be fairly aspirational for most organizations, whilst the following feels more achievable for most:

The rise of hyper-personalization at scale to deliver omnichannel, contextually relevant engagements and a superb, account-based experience to multiple contacts in key accounts who may be on multiple journeys at once, e.g: engaging with a website, ad, or email, whilst exploring a renewal or cross-sell opp with customer success or sales. Those organizations that manage to achieve this type of engagement will generate superior insights and deliver account-level success faster.

The convergence of DemandGen tactics and account-based principles to supercharge engagement within key accounts. This approach provides a blend of laser-focused tactics to engage the right contacts, at the right time, with the most impactful message, whilst surrounding the account with the appropriate level of aircover to land and expand the key messages across influence and decision making groups. Such an approach supercharges engagement, accelerates pipeline, and streamlines the delivery of campaigns through the use of technology across the lifecycle.

Deployment of more sophisticated, blended intent models that help dynamically prioritize accounts for specific account-based tactics, usually as part of a responsive ABM model, whilst providing the foundations to predict future revenue and growth opportunities within the account, setting the right foundations for engagement on the contact’s terms.

ABOUT AGENT3

Founded in 2013, Agent3 is the global leader in the field of true end-to-end ABM and account-centric marketing programs informed by insight and data and driven by audience-focused content. With customers including Salesforce, LinkedIn, Pure Storage, Intel and Sony. Agent3 has offices in London, Cheltenham (UK), Woodbridge (UK), Sydney, Sofia, New York, Seattle, Dubai and San Francisco. Agent3 helps its customers achieve more, and better, opportunities for greater wallet share, engagement and perception change by combining constant innovation across data, technology and creativity for its proven ABM programs.

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Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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