Advanced Demand Generation and Lead Conversion

whitePaper | January 13, 2023

With an uncertain economy, marketers at B2B enterprises are scrutinizing their 2023 strategy to get as much mileage out of their approach as possible. In our recent survey with Ascend2, we found that data is a major focus as is an investment in technology. We found that 78% of large B2B marketing organizations (those with more than 1000 employees) experienced growth of 10% or more in 2022. After two years of marketing during a pandemic, many B2B brands found their footing in 2022 with a heavier reliance on digital channels and renewed spending from clients ready to move forward.

whitePaper | September 27, 2022

Marketing Operation Professionals (MOps) are often the unsung hero overseeing the function of your MarTech stack ( marketing technology). Chances are, you already have invested in the tools necessary to ABMify it. But the real challenge is how your MarTech stack comes together to create one killer marketing operations strategy. In this guide we'll show you: Real customer examples and insights into how others approach MarTech in a way that works for them Examples of plays you can orchestrate when your multi-channel ABM stack is at its best Frameworks to design a stack that stacks up and simplifies Marketing Operations Why you need a way to integrate it all (and how to do it quickly)

whitePaper | October 5, 2022

Our relationships with brands naturally change over time, and the radical, accelerated digital evolution of consumer behavior and expectations over the past two years only serves to underscore the need for instant gratification. Not long ago, CX professionals focused in large part on behavioral differences between generations—Millennial or Gen Z versus Boomer. But today’s CX behaviors and the challenges associated with them transcend generations. The pandemic has transformed most of us into digital natives.

whitePaper | January 30, 2023

Since the beginning of the Pandemic in 2019 through the end of 2021, 75% of all sales roles that were terminated have been re-hired. At the current trend, we will be at or above 98% recovery by the end of 2022 even in a recessionary market. To offset these results, the best sales leaders are focused on using AI-assisted real-time rep support and are increasing their automation of digital channel engagement. Our review of 11.5M sales engagements and conversation outcomes from Sales Development Reps (SDRs) underscores the need for automated conversation guidance to improve seller performance.

whitePaper | July 13, 2021

Insight is the difference between what makes ABM truly distinct from just ‘marketing to accounts.’ In truth, it can make or break the success of ABM in even the most mature of programs. But knowing how to extract the right insight at the right time from the sea of data available can often leave marketers feeling overwhelmed. Supported by ITSMA thinking throughout, our practical guide, "Making Insight Intelligent", offers best practice advice helping you demystify the effective gathering and use of insight across some of the most common use cases within ABM. Inside we'll cover: The need, the landscape and the opportunity for insight in 2021 How to build an insight-first program How to create the right structure and processes for success, and establish robust measurement The insight you should leverage to drive business outcomes Five typical use cases: examples of the types of insight used to drive tangible outcomes in ABM

whitePaper | October 4, 2022

Gartner has predicted that by next year (2022), profitability will overtake customer experience (CX) as a top strategic priority. This change is part of a longer-term trend. CFOs want rigorous measurement of marketing activities. Metrics like cost per acquisition are at a premium. These metrics are linear and atomic, much like accounting and financial data. This conundrum has led to a plethora of methods and tools to measure marketing effectiveness, and ultimately to optimize the marketing mix. But now this confusing landscape cries out for a more clear-eyed answer of “what’s really working and what’s not?” when it comes to marketing measurement and optimization. The answers are not simple or easy.