Account-Based Marketing is Increasingly Important to B2B Marketers

February 5, 2019

B2B organizations are turning to ABM practices to identify the businesses, buying centers and decision makers with whom they want to establish relationships. This is nothing new to a lot of sales teams — they’ve been taking this approach for a long time. However, B2B marketers now have the sophistication and the automation available to them to wade in and start adopting this strategy. The timing is perfect because the B2B sale is getting more complex. According to IDG, “up to 17 people can now influence enterprise B2B purchases — a 70% increase since 2011.”1

Spotlight

Demand Frontier

Demand Frontier is a leading provider of professional services in the Demand Generation Marketing, and IT Sectors. The Company provides both onshore and near shore delivery capabilities through operations in Austin, Houston, and a robust delivery center in Medellin Colombia. Our culture is rooted in client success, and it drives our business focus. Our vision is to provide the perfect blend of onshore and nearshore delivery infrastructure to support our client's success. Our deep experience and relationships in Texas and Colombia, and the technology sectors we support, allow us to build talent pools to address the labor shortage across the technology landscape.

OTHER WHITEPAPERS
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The Actionable Guide to Account-Based Sales Activation

whitePaper | November 15, 2019

In the midst of the growing level of data sources and external competition, one of the greatest threats to your success is internal. Mistrust, miscommunication, and misinformation between sales, marketing, and customer success can cause frustration, turnover, lost deals, and missed growth opportunities. Marketing doesn’t trust that sales reps are reaching out to the right accounts, while Sales feels overwhelmed by a never-ending list of what seem like low quality leads.

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Deliver a Modern Digital CX: 2021 Guide for Marketing Innovators

whitePaper | December 2, 2021

No one fully understands the long-term effect COVID-19 will have on societies or regional economies. But the impact it’s having on brands is becoming clearer by the day. Customer behaviors have shifted during the crisis and may not revert to pre-pandemic norms. McKinsey reports as many as 30% to 40% of U.S. consumers have switched brands or retailers, and the majority intend to continue their new shopping behavior. Many switchers seek better prices, but other motivators include product availability, quality and purpose.

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COLLABORATIVE ABM: BEYOND SALES & MARKETING ALIGNMENT

whitePaper | November 20, 2019

As we asserted in our recent white paper, Humanizing the Account Based Marketing Experience, marketing/sales duo that don’t respect each other can torpedo even the best Account Based Marketing (ABM) program. While many of today’s account based marketing and sales strategies are powered by technology and AI, the human element (knowing who your customers and prospects are at a deep level) is critical.

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How Does Your Sales Development Program Measure Up?

whitePaper | September 20, 2022

As technology markets have become increasingly competitive over the last several years, companies have had to increase their prospecting capabilities to deliver new growth. Marketing-led demand generation has not done nearly enough to provide necessary pipeline coverage. New technology has massively increased the outreach capabilities of sales development teams and along with it, increased pressure from investors has been exerted on these teams to make up the difference with ever-increasing activity levels.

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Your B2B Sales & Marketing Flywheel

whitePaper | June 4, 2021

For B2B industrial and technical companies embracing modern marketing practices, we view the website as your most important marketing asset and lead generation tool. We’ve also said a great website can be like adding a few more people to your company’s sales team. The challenge, however, is to fine tune your website and other digital marketing strategies to provide a stream of marketing qualified leads. And, at the same time, establishing disciplined processes to promptly follow up on each lead. The role of marketing, including how marketing works with sales within B2B companies, has shifted dramatically within just the past few years. Emerging technologies and digital marketing tactics are also blurring the lines between traditional sales and marketing roles. And according to Aberdeen Group, sales and marketing alignment can lead to a 32% increase in year-over-year growth.

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Long Hold Times Are Killing Your Customer Experience

whitePaper | June 1, 2022

Waiting on hold to get help is inevitable. That being said, long wait times, being bounced around to multiple people, and inability to resolve issues contribute to overall poor experiences for customers and businesses. Time flies when we’re having fun, and it drags on when we’re bored. Sometimes it’s on our side, and other times it’s racing against us. 90-seconds can feel like an eternity when you’re sitting on the phone waiting for help, or answering automated voice prompts, or even waiting for a response from an agent on live chat agent.

Read More

Spotlight

Demand Frontier

Demand Frontier is a leading provider of professional services in the Demand Generation Marketing, and IT Sectors. The Company provides both onshore and near shore delivery capabilities through operations in Austin, Houston, and a robust delivery center in Medellin Colombia. Our culture is rooted in client success, and it drives our business focus. Our vision is to provide the perfect blend of onshore and nearshore delivery infrastructure to support our client's success. Our deep experience and relationships in Texas and Colombia, and the technology sectors we support, allow us to build talent pools to address the labor shortage across the technology landscape.

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