'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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NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

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Agent3

Founded in 2013, Agent3 is the global leader in the field of true end-to-end ABM programs informed by insight and data, and driven by audience focused content. With customers including LinkedIn, Pure Storage, Intel and Sony, Agent3 has offices in London, Woodbridge (UK), Sydney, Sofia, New York and ...

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