Q&A with Maliha Aqeel, Director of Global Communications at Fix Network World

MEDIA 7 | January 16, 2020

marketing metrics
Maliha Aqeel, Director of Global Communications at Fix Network World is an award-winning, communication and marketing professional who helps companies harness the power of their brand to drive engagement and achieve measurable business results. 

She has developed and led content and marcomm programs for B2B companies in the financial and professional services sectors in her over 15 years of industry experience.

MEDIA 7: When did you start working and what was it?
MALIHA AQEEL:
I started my career in 1996 right after high school, freelancing as a journalist and features writer for a magazine in Dubai, UAE. Over time, I expanded my services to include scriptwriting for corporate videos and TV productions, writing and designing client newsletters and promotional collateral.

M7: What made you want to pursue a career in branding and marketing communications? What aspect about your role brings you the most joy?
MA: I didn’t consciously decide to pursue a career in marketing and communication as my plan was to become a filmmaker. However, I had great curiosity about what makes people prefer one brand over the other when a feature-by-feature comparison didn’t show a huge difference between similar products or services. I had taken a few advertising courses during university and it broadened my understanding of how powerful brand experiences and storytelling can drive business objectives. That balance of strategy and creativity is what I enjoy most about what I do and why I’ve continued to find purpose in my career.


"Marketing professionals have to act as conveners, and connect the dots so that there is alignment between stakeholders like sales and operation teams and executive leadership on what products and services will drive growth in any given quarter."

M7: How has branding changed over the years to become what it is today? What marketing metrics do you value most for brand management?
MA:
Branding used to be focused on the tactical: aesthetics of an ad, wordsmithing copy and “selling” a vision that was less about what the customer needed and more about what the brand wanted you to purchase. Much of this was driven by the rise of a consumerist society in the 1980s and part of the 1990s. But the new millennium witnessed boom-bust economic cycles, changing demographics and technological advances at a relentless pace than ever before. Gradually, the brand’s point of view started to become less relevant and empowered consumers took back control of their brand experience and their buyer journey.

Now brands have to look outward, focusing on the needs, behaviors and motivations of their end customers. They’re also recognizing that purpose and having an impact on society in a positive way is what will drive their enterprise value instead of share price alone. The institutional investors are also taking notice and aligning their investment criteria and evaluation accordingly. This was one of the outcomes of the Embankment Project for Inclusive Capitalism, a multi-year initiative that looked into making capitalism more dynamic, sustainable, inclusive and trusted. As a result, the brand metrics that I value most are outcome-focused like contribution to reputation value, net promoter score, brand perception (a combination of brand recall and service delivery) and employee engagement/advocacy scores.


"One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal."

M7: What are the common mistakes that companies make when implementing their brand strategies?
MA:
One of the most common mistakes is implementing a strategy that isn’t aligned to the organization’s overall business goal. This can be challenging in large corporations where there are multiple competing priorities, but marketing professionals have to act as conveners, and connect the dots so that there is alignment between stakeholders like sales and operation teams and executive leadership on what products and services will drive growth in any given quarter. And then create and implement holistic marketing campaigns that drive specific results that support the key performance indicators (KPIs) that the executives are measured on.

A second mistake is running campaigns that are not aligned from a macro or micro environmental perspective. For example, an oil company runs a social media campaign on their corporate citizenship initiatives at a time when the industry (not necessarily the company) is under regulatory scrutiny for bad environmental practices. The timing, not necessarily the content, of the campaign can appear tone deaf and unsympathetic to sentiment in society. Another instance is if a company runs an employer branding campaign about its great culture at a time when it might be going through litigation for a workplace harassment issue. To counter this, marketing and communication professionals need to create business partnerships across all layers and functions of the company so that they’re planning and executing brand strategies that are contextually appropriate and reputationally sound.


"Marketing and communication professionals need to create business partnerships across all layers and functions of the company so that they’re planning and executing brand strategies that are contextually appropriate and reputationally sound."

M7: Which strategies do you count on to help leaders understand the value of communications?
MA:
I’m a huge advocate of data-driven decision making and offering informed insights and recommendations. C-suite executives see data analytics as a distinct competitive advantage for their business, and it can be the main strategy we use to help them understand our value. Gut instinct has a role to play in planning and execution, but to convince others and demonstrate our importance, we need to have a common understanding of business goals and use language that senior leaders will understand. Examples of this include showing how strategic communications resulted in cost efficiencies, margin improvement and contribution to revenue or increase in sales. These are tangible financial results that any executive function will recognize and appreciate. In addition to the above, I also use benchmarking data (internal and external) and forecasting as part of my communication and resource planning so that I have a framework for reporting to leadership on communication-driven outcomes.

M7: With over 15 years of progressive experience in strategic communication, what advice do you have for leaders who are trying to improve their performance?
MA:
My advice is to bring the brand promise and purpose into your decision-making process. Often, not always, performance is directly impacted by the culture of an organization. And your culture is a reflection of your purpose. It conveys why what the organization does matters; make evangelists out of your customers and convince employees to be part of the journey not just show up for a pay cheque. Research by Gallup found that highly engaged teams are 21% more productive, but low employee engagement results in 65% lower share price over time.

Communication professionals are enablers of the brand. As strategic advisors, we have to help make the connection between culture and business performance—between the intangible and the tangible. The cost of getting it wrong can have a negative impact on reputation capital, share price and even the balance sheet. Research from the Engagement Institute showed that disengaged employees cost US businesses up to $550 billion a year, which is a little over half the nominal GDP of The Netherlands in 2019 ($900 billion). That’s not a comparison that you want someone making at your annual general meeting of shareholders.

ABOUT FIX NETWORK WORLD

The Fix Network global family of brands includes collision repair franchise networks Fix Auto and Pro Color, glass repair and replacement brand NOVUS Glass and mechanical shops Speedy Auto Service, as well as the full suite of SRP glass products. With more than 2,100 points of service in over 40 countries worldwide, Fix Network is the global aftermarket services leader. The Network continues to grow internationally, thanks to a solid foundation based on entrepreneurship and innovation. For more information, visit Fixnetwork.

More THOUGHT LEADERS

'Businesses need to understand what 'customer-centric’ means to them' says Barry Richards, VP Global Strategy at Transmission.

Media7 | July 28, 2022

Barry Richards is the VP Global Strategist at Transmission, London. With over 25 years’ experience in the B2B Marketing industry, Barry is a seasoned strategist with a specialism in Account Based Marketing programmes. As part of the leadership team Barry has helped establish and develop the ABM planning, research and insight functions at the agency (including an Insight's Centre of Excellence). He has worked across all accounts and regions helping clients create the right ABM strategy and programmes to meet their goals. ...

Read More

'Don’t just sell a product - use content to establish yourself as an authentic thought leader,' advises AdDaptive Intelligence's Laura Goldstone

Media 7 | March 2, 2022

Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, and an MBA graduate is an accomplished, creative, and strategic marketing leader with a proven ability to develop and implement integrated marketing and communication strategies. We had the opportunity to explore her expertise in elevating brand identities through correct messaging that addresses the customers' pain points. Read on to find out how she leverages analytics and sales communication when creating marketing campaigns that work for AdDaptive Intelligence....

Read More

Customer Success upholds and revamps the value-driven from a product, says Folloze's Adi Aloni

Media 7 | February 14, 2022

We had an opportunity to explore the crossroad between marketing and customer success with Adi Aloni, VP of Customer Success at Folloze. Read and find out more about building a customer success team from the ground up....

Read More

'Businesses need to understand what 'customer-centric’ means to them' says Barry Richards, VP Global Strategy at Transmission.

Media7 | July 28, 2022

Barry Richards is the VP Global Strategist at Transmission, London. With over 25 years’ experience in the B2B Marketing industry, Barry is a seasoned strategist with a specialism in Account Based Marketing programmes. As part of the leadership team Barry has helped establish and develop the ABM planning, research and insight functions at the agency (including an Insight's Centre of Excellence). He has worked across all accounts and regions helping clients create the right ABM strategy and programmes to meet their goals. ...

Read More

'Don’t just sell a product - use content to establish yourself as an authentic thought leader,' advises AdDaptive Intelligence's Laura Goldstone

Media 7 | March 2, 2022

Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, and an MBA graduate is an accomplished, creative, and strategic marketing leader with a proven ability to develop and implement integrated marketing and communication strategies. We had the opportunity to explore her expertise in elevating brand identities through correct messaging that addresses the customers' pain points. Read on to find out how she leverages analytics and sales communication when creating marketing campaigns that work for AdDaptive Intelligence....

Read More

Customer Success upholds and revamps the value-driven from a product, says Folloze's Adi Aloni

Media 7 | February 14, 2022

We had an opportunity to explore the crossroad between marketing and customer success with Adi Aloni, VP of Customer Success at Folloze. Read and find out more about building a customer success team from the ground up....

Read More

Related News

ABM ACCOUNTS

6sense CMO Releases Second Edition of Next-Generation Sales and Marketing Playbook, “No Forms. No Spam. No Cold Calls.”

6sense | September 28, 2022

Today, Latané Conant, Chief Market Officer at 6sense, announced the second edition of her book, “No Forms. No Spam. No Cold Calls.,” a modern, must-have manual for sales and marketing leadership seeking to hone their craft and forgo the status quo by truly embracing their customers’ needs and habits. After the initial release of the book in 2020, Wiley, global leader in publishing, education and research, picked it up to distribute internationally. Over 15,000 first edition sales indicates the book’s intrinsic value and demonstrates the need to continue to help more teams with this expanded second edition. “No Forms. No Spam. No Cold Calls.” shines light into an opaque business environment where an estimated $2 trillion in waste prevents companies from achieving predictable revenue growth. It is a step-by-step guide that will transform how professionals think about marketing and selling in the modern age, equipping them with the strategies and tools they need to eliminate guesswork and other outdated practices. “This book was born to meet the needs of a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working,” said Conant. “The nature of our work at 6sense and the scope of cross-industry customers we serve gives us a profound view of the need for a how-to guide to revolutionize sales and marketing efforts and enable all businesses to proceed with confidence. We put these strategies to work at 6sense, enabling us to achieve 1,136% three-year revenue growth and rank #550 on the 2022 Inc. 5000.” In the two years since the book’s initial release, Conant has compiled more critical information to better equip sales and marketing leaders with the latest strategies and tactics to succeed in 2023 and beyond. As a result, in this version, readers can expect: Conant’s and 6sense’s collective knowledge and industry expertise on modern marketing strategy and the tactics to make them happen. An all-new chapter, “The Modern Sales Organization,” authored by Mark Ebert, 6sense’s Senior Vice President of Global Sales, dives deep into the latest and most effective selling principles from the Chief Revenue Officer perspective that put sales teams in a position to win. Foreword by Jason Zintak, CEO of 6sense – someone who started and grew his own career as a business development representative (BDR), outlines the credibility and timeliness of the book, provides solid rationale for change and calls to action to create better B2B buyer and go-to-market experiences. An FAQ chapter answers questions about how to put these modern sales and marketing approaches into practice — including a step-by-step guide to implementing an authentic, spam-free nurture program. Key sales and marketing topics spanning data, AI, technology stacks, customer experience, B2B buyer behavior, prospecting, personalization, pipelines, the role of BDRs, lighting up the Dark Funnel™, all things account-based marketing, and more. The mindset shift required to be a market expert, how it benefits your entire organization, and what you’ll need to leave behind to drive change. “This book challenges sales and marketing leaders to engage customers the right way, in the right place, at the right time to achieve predictable revenue growth. It lays out exactly how to enable sales and marketing teams to take pride in the customer experience and put prospects at the center of everything,” said Ebert. “It’s a prescriptive roadmap to uncover customer demand, prioritizing which accounts to work, engaging the entire customer buying team, and measuring real success and revenue growth.” “This book challenges sales and marketing leaders to engage customers the right way, in the right place, at the right time to achieve predictable revenue growth. It lays out exactly how to enable sales and marketing teams to take pride in the customer experience and put prospects at the center of everything,” said Ebert. “No Forms. No Spam. No Cold Calls.,” is available nationwide today at Amazon, Barnes & Noble and other retailers. All proceeds from book sales will go to GoodSense, the charitable arm of 6sense, whose mission is to support communities they operate in. For more information: Get excerpts, read reviews and purchase the book on Amazon or Barnes & Noble Visit the landing page, where you can read the first chapter for free Follow Latané on LinkedIn and 6sense on LinkedIn and Twitter Stay updated with announcements at the 6sense Newsroom About Latané Conant As CMO of 6sense, Latané is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future. As a “recovering software saleswoman” she is keenly focused on leveraging data to ensure marketing programs result in deals, not just leads. Latané leads the Empowered CMO Network, an organization focused on empowering women CMOs to realize their full potential professionally and personally through leadership, inspiration, and craft. She is a member of Pavilion and serves in Advisory Board Member roles for both Mediafly and Atrium. Latané is creative, charismatic, and competitive. Her high energy, positive attitude, and sense of humor are contagious and it’s hard to find a customer, partner, audience, or employee who doesn’t want to work with her. Follow her insights, inspirations and updates on LinkedIn. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter.

Read More

CORE ABM

New RollWorks Survey Confirms Marketers Rely on Account-Based Marketing to Drive Pipeline and Revenue Goals

RollWorks | October 03, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today announced the results of a six-month survey designed to gauge ongoing B2B marketer priorities and challenges. The new study reveals that marketers overwhelmingly rely on ABM to increase ROI and achieve pipeline and revenue goals. "Marketers are accepting that ABM is an efficient, effective marketing strategy that focuses on engaging the right accounts at the right time, through a variety of marketing channels. The success of the market isn't determined by the few who agree on one definition, but rather a focus on ABM's very clear value of helping to create the most efficient sales strategy that drives growth at scale," said Darragh Fitzpatrick, CRO of RollWorks. "Marketers are accepting that ABM is an efficient, effective marketing strategy that focuses on engaging the right accounts at the right time, through a variety of marketing channels." said Darragh Fitzpatrick, CRO of RollWorks. Critical Role of ABM in Key Initiatives + Challenges B2B marketers indicated a growing dependency on ABM to help support key initiatives. Survey respondents overwhelmingly said that they are turning to ABM to help increase ROI and achieve pipeline and revenue goals (72%), followed by supporting faster sales cycles (53%), as well as faster growth and bridging the communications gap between marketing and sales (48% respectively). And yet, nearly half of those polled said providing customized and relevant ad experiences to the right people on the sites they spend time on (44%), reaching the right targets on the sites they spend time on (43%), and scaling ABM programs (42%) have been the top challenges when implementing their ABM strategy. Hyper Focus on Understanding Intent from In-Market Accounts Many B2B organizations are realizing that ABM means efficiency and precision can coexist. Survey respondents indicated that their top two priorities are intent, or understanding what accounts are in-market to buy a solution like theirs, even if they haven't heard of the solution (48%), and ads and other forms of ABM engagement (40%). Doubling Down on Digital and Webinars Throughout the past six months of the survey, respondents have said that they are increasingly investing in digital advertising and webinars, with nearly 80% of respondents doubling down on digital advertising and 43% investing in webinars. Interestingly, only 18% (25% fewer than webinars) said they are investing in virtual events. Respondents have increasingly adopted HubSpot over the past six months, with two-thirds of respondents indicating HubSpot is their primary CRM. RollWorks' integration with HubSpot provides marketers with easy-to-use, end-to-end solutions to drive their account-based strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact. The integration, which has given the majority of go-to-market teams consolidated account-level visibility, is a powerful illustration of ABM and CRM working together to deliver deep insights for revenue teams of all sizes. The survey, conducted March through September 2022, consulted approximately 200 B2B marketing and sales professionals. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com

Read More

ACCOUNT BASED DATA

Sendoso Opens European Fulfillment Center in Dublin

Sendoso | October 06, 2022

Sendoso, the leader in delivering branded, B2B experiences through gifting, today announced the opening of its new fulfillment center in Dublin, Ireland, furthering the company’s commitment to European customers and enhancing its foothold on the global market. The Dublin fulfillment center will ensure better distribution across European Union countries and, combined with its existing fulfillment center in the U.K. and its growing roster of local vendor partnerships, further expand Sendoso’s reach throughout Europe. “This new fulfillment center will allow for smoother, faster and more economical sending within the EU, which is great news for our current and future European and global customers,” said Sendoso CEO Kris Rudeegraap. “This new fulfillment center will allow for smoother, faster and more economical sending within the EU, which is great news for our current and future European and global customers,” said Sendoso CEO Kris Rudeegraap. “This is another important step as part of our next phase of global expansion and, along with our European headquarters in Dublin, creates a strong foundation for the company in both Ireland and Europe.” Despite a year of economic uncertainty, Sendoso has strengthened its reputation as the industry leader in the European market over the past year, increasing its marketplace offerings there by 9x. Now with local fulfillment centers in both the EU and the U.K., Sendoso will be able to further streamline global shipping and continue to support this rapid European growth. This latest facility brings Sendoso’s total number of fulfillment centers to six worldwide: Dublin, Ingleburn (Au.), Montreal (Can.), Peterborough (U.K.), and two U.S. locations (Hayward, Calif.; Phoenix, Ariz.). The opening of the Dublin fulfillment center continues Sendoso’s commitment to providing a further enhanced experience for its European customers with a dedicated European team. European customers now have access to local Sendoso logistics experts to assist with shipping rules and regulations and thought leaders to provide insight on corporate gifting trends and creative send ideas. And because of Sendoso’s European presence, customers have even larger windows of customer support coverage and a local tech team focused on developing features to further streamline and enhance the sending experience. “The level of customer service we’ve received from the entire Sendoso team has been unmatched,” said Gianna Saal, Senior Digital Marketing Manager, S-EMEA at Tealium. “Sendoso has been super proactive to ensure we have a great experience, from the logistics team when receiving our inventory to the customer support team answering any questions we have. We feel incredibly well-supported to have Sendoso as our global platform to execute all of our sending strategies.” “As we continue to cement Sendoso as the industry leader in Europe, it was imperative that we establish the necessary infrastructure to support our continued growth in the region,” said Rajesh Purcell, Director of Global Supply Chain at Sendoso. “The new fulfillment center enables us to continue building meaningful relationships with our customers by providing an even more thorough and streamlined service across Europe and the globe.” To learn more about Sendoso, visit www.sendoso.com. About Sendoso Sendoso, the leading sending management platform, helps companies stand out by giving them new ways to engage with customers. The trusted partner of Fortune 100 and Fortune 500 companies worldwide and with seamless integrations with leading marketing and sales tools such as Salesforce, Oracle, Microsoft and Marketo, Sendoso - with its global marketplace of premium vendors - serves as an essential part of successful demand generation, account-based, and customer experience programs. Founded in 2016, Sendoso is backed by $152M in venture funding and has locations across North America, Europe, and Asia Pacific. Learn more at sendoso.com.

Read More

ABM ACCOUNTS

6sense CMO Releases Second Edition of Next-Generation Sales and Marketing Playbook, “No Forms. No Spam. No Cold Calls.”

6sense | September 28, 2022

Today, Latané Conant, Chief Market Officer at 6sense, announced the second edition of her book, “No Forms. No Spam. No Cold Calls.,” a modern, must-have manual for sales and marketing leadership seeking to hone their craft and forgo the status quo by truly embracing their customers’ needs and habits. After the initial release of the book in 2020, Wiley, global leader in publishing, education and research, picked it up to distribute internationally. Over 15,000 first edition sales indicates the book’s intrinsic value and demonstrates the need to continue to help more teams with this expanded second edition. “No Forms. No Spam. No Cold Calls.” shines light into an opaque business environment where an estimated $2 trillion in waste prevents companies from achieving predictable revenue growth. It is a step-by-step guide that will transform how professionals think about marketing and selling in the modern age, equipping them with the strategies and tools they need to eliminate guesswork and other outdated practices. “This book was born to meet the needs of a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working,” said Conant. “The nature of our work at 6sense and the scope of cross-industry customers we serve gives us a profound view of the need for a how-to guide to revolutionize sales and marketing efforts and enable all businesses to proceed with confidence. We put these strategies to work at 6sense, enabling us to achieve 1,136% three-year revenue growth and rank #550 on the 2022 Inc. 5000.” In the two years since the book’s initial release, Conant has compiled more critical information to better equip sales and marketing leaders with the latest strategies and tactics to succeed in 2023 and beyond. As a result, in this version, readers can expect: Conant’s and 6sense’s collective knowledge and industry expertise on modern marketing strategy and the tactics to make them happen. An all-new chapter, “The Modern Sales Organization,” authored by Mark Ebert, 6sense’s Senior Vice President of Global Sales, dives deep into the latest and most effective selling principles from the Chief Revenue Officer perspective that put sales teams in a position to win. Foreword by Jason Zintak, CEO of 6sense – someone who started and grew his own career as a business development representative (BDR), outlines the credibility and timeliness of the book, provides solid rationale for change and calls to action to create better B2B buyer and go-to-market experiences. An FAQ chapter answers questions about how to put these modern sales and marketing approaches into practice — including a step-by-step guide to implementing an authentic, spam-free nurture program. Key sales and marketing topics spanning data, AI, technology stacks, customer experience, B2B buyer behavior, prospecting, personalization, pipelines, the role of BDRs, lighting up the Dark Funnel™, all things account-based marketing, and more. The mindset shift required to be a market expert, how it benefits your entire organization, and what you’ll need to leave behind to drive change. “This book challenges sales and marketing leaders to engage customers the right way, in the right place, at the right time to achieve predictable revenue growth. It lays out exactly how to enable sales and marketing teams to take pride in the customer experience and put prospects at the center of everything,” said Ebert. “It’s a prescriptive roadmap to uncover customer demand, prioritizing which accounts to work, engaging the entire customer buying team, and measuring real success and revenue growth.” “This book challenges sales and marketing leaders to engage customers the right way, in the right place, at the right time to achieve predictable revenue growth. It lays out exactly how to enable sales and marketing teams to take pride in the customer experience and put prospects at the center of everything,” said Ebert. “No Forms. No Spam. No Cold Calls.,” is available nationwide today at Amazon, Barnes & Noble and other retailers. All proceeds from book sales will go to GoodSense, the charitable arm of 6sense, whose mission is to support communities they operate in. For more information: Get excerpts, read reviews and purchase the book on Amazon or Barnes & Noble Visit the landing page, where you can read the first chapter for free Follow Latané on LinkedIn and 6sense on LinkedIn and Twitter Stay updated with announcements at the 6sense Newsroom About Latané Conant As CMO of 6sense, Latané is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future. As a “recovering software saleswoman” she is keenly focused on leveraging data to ensure marketing programs result in deals, not just leads. Latané leads the Empowered CMO Network, an organization focused on empowering women CMOs to realize their full potential professionally and personally through leadership, inspiration, and craft. She is a member of Pavilion and serves in Advisory Board Member roles for both Mediafly and Atrium. Latané is creative, charismatic, and competitive. Her high energy, positive attitude, and sense of humor are contagious and it’s hard to find a customer, partner, audience, or employee who doesn’t want to work with her. Follow her insights, inspirations and updates on LinkedIn. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter.

Read More

CORE ABM

New RollWorks Survey Confirms Marketers Rely on Account-Based Marketing to Drive Pipeline and Revenue Goals

RollWorks | October 03, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today announced the results of a six-month survey designed to gauge ongoing B2B marketer priorities and challenges. The new study reveals that marketers overwhelmingly rely on ABM to increase ROI and achieve pipeline and revenue goals. "Marketers are accepting that ABM is an efficient, effective marketing strategy that focuses on engaging the right accounts at the right time, through a variety of marketing channels. The success of the market isn't determined by the few who agree on one definition, but rather a focus on ABM's very clear value of helping to create the most efficient sales strategy that drives growth at scale," said Darragh Fitzpatrick, CRO of RollWorks. "Marketers are accepting that ABM is an efficient, effective marketing strategy that focuses on engaging the right accounts at the right time, through a variety of marketing channels." said Darragh Fitzpatrick, CRO of RollWorks. Critical Role of ABM in Key Initiatives + Challenges B2B marketers indicated a growing dependency on ABM to help support key initiatives. Survey respondents overwhelmingly said that they are turning to ABM to help increase ROI and achieve pipeline and revenue goals (72%), followed by supporting faster sales cycles (53%), as well as faster growth and bridging the communications gap between marketing and sales (48% respectively). And yet, nearly half of those polled said providing customized and relevant ad experiences to the right people on the sites they spend time on (44%), reaching the right targets on the sites they spend time on (43%), and scaling ABM programs (42%) have been the top challenges when implementing their ABM strategy. Hyper Focus on Understanding Intent from In-Market Accounts Many B2B organizations are realizing that ABM means efficiency and precision can coexist. Survey respondents indicated that their top two priorities are intent, or understanding what accounts are in-market to buy a solution like theirs, even if they haven't heard of the solution (48%), and ads and other forms of ABM engagement (40%). Doubling Down on Digital and Webinars Throughout the past six months of the survey, respondents have said that they are increasingly investing in digital advertising and webinars, with nearly 80% of respondents doubling down on digital advertising and 43% investing in webinars. Interestingly, only 18% (25% fewer than webinars) said they are investing in virtual events. Respondents have increasingly adopted HubSpot over the past six months, with two-thirds of respondents indicating HubSpot is their primary CRM. RollWorks' integration with HubSpot provides marketers with easy-to-use, end-to-end solutions to drive their account-based strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact. The integration, which has given the majority of go-to-market teams consolidated account-level visibility, is a powerful illustration of ABM and CRM working together to deliver deep insights for revenue teams of all sizes. The survey, conducted March through September 2022, consulted approximately 200 B2B marketing and sales professionals. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com

Read More

ACCOUNT BASED DATA

Sendoso Opens European Fulfillment Center in Dublin

Sendoso | October 06, 2022

Sendoso, the leader in delivering branded, B2B experiences through gifting, today announced the opening of its new fulfillment center in Dublin, Ireland, furthering the company’s commitment to European customers and enhancing its foothold on the global market. The Dublin fulfillment center will ensure better distribution across European Union countries and, combined with its existing fulfillment center in the U.K. and its growing roster of local vendor partnerships, further expand Sendoso’s reach throughout Europe. “This new fulfillment center will allow for smoother, faster and more economical sending within the EU, which is great news for our current and future European and global customers,” said Sendoso CEO Kris Rudeegraap. “This new fulfillment center will allow for smoother, faster and more economical sending within the EU, which is great news for our current and future European and global customers,” said Sendoso CEO Kris Rudeegraap. “This is another important step as part of our next phase of global expansion and, along with our European headquarters in Dublin, creates a strong foundation for the company in both Ireland and Europe.” Despite a year of economic uncertainty, Sendoso has strengthened its reputation as the industry leader in the European market over the past year, increasing its marketplace offerings there by 9x. Now with local fulfillment centers in both the EU and the U.K., Sendoso will be able to further streamline global shipping and continue to support this rapid European growth. This latest facility brings Sendoso’s total number of fulfillment centers to six worldwide: Dublin, Ingleburn (Au.), Montreal (Can.), Peterborough (U.K.), and two U.S. locations (Hayward, Calif.; Phoenix, Ariz.). The opening of the Dublin fulfillment center continues Sendoso’s commitment to providing a further enhanced experience for its European customers with a dedicated European team. European customers now have access to local Sendoso logistics experts to assist with shipping rules and regulations and thought leaders to provide insight on corporate gifting trends and creative send ideas. And because of Sendoso’s European presence, customers have even larger windows of customer support coverage and a local tech team focused on developing features to further streamline and enhance the sending experience. “The level of customer service we’ve received from the entire Sendoso team has been unmatched,” said Gianna Saal, Senior Digital Marketing Manager, S-EMEA at Tealium. “Sendoso has been super proactive to ensure we have a great experience, from the logistics team when receiving our inventory to the customer support team answering any questions we have. We feel incredibly well-supported to have Sendoso as our global platform to execute all of our sending strategies.” “As we continue to cement Sendoso as the industry leader in Europe, it was imperative that we establish the necessary infrastructure to support our continued growth in the region,” said Rajesh Purcell, Director of Global Supply Chain at Sendoso. “The new fulfillment center enables us to continue building meaningful relationships with our customers by providing an even more thorough and streamlined service across Europe and the globe.” To learn more about Sendoso, visit www.sendoso.com. About Sendoso Sendoso, the leading sending management platform, helps companies stand out by giving them new ways to engage with customers. The trusted partner of Fortune 100 and Fortune 500 companies worldwide and with seamless integrations with leading marketing and sales tools such as Salesforce, Oracle, Microsoft and Marketo, Sendoso - with its global marketplace of premium vendors - serves as an essential part of successful demand generation, account-based, and customer experience programs. Founded in 2016, Sendoso is backed by $152M in venture funding and has locations across North America, Europe, and Asia Pacific. Learn more at sendoso.com.

Read More