'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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Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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