ADVANCED LEAD NURTURING: THE NINE ESSENTIAL NURTURES EVERY BUSINESS SHOULD USE

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.

whitePaper | June 10, 2022

Responsive buyer experiences and relevant content across channels have always been the top criteria for mature, highperforming, omnichannel account-based orchestrations. But much of today’s conversation revolves around linear, top-down campaigns, where the target account is placed in a marketing or sales play, operating within a siloed platform throughout the buyer’s journey. The result is often antithetical to the desired buyer “experience.” Operating without the necessary data management, intent, prediction, and consistent personalization, these platforms cannot deliver high-performing orchestration simply by slapping a new name on the same old ABM technology. In a rush to accelerate the delivery of “account-based experiences” (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve.

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 | January 10, 2023

Today’s B2B buyer is better informed than ever before, which comes with a growing preference for self-service buying experiences (i.e., opting to research products on their own as opposed to connecting with a salesperson). In fact, when surveyed, 87% of B2B buyers said they would prefer to self-serve all or part of their buying journey – meaning by the time a buyer fills out a contact form from your website, they are likely in the final stages of their decision-making process.

whitePaper | May 14, 2021

A lead generation campaign presents exciting opportunities for a company pursuing growth, but erroneous data can produce disappointing results or worse: high cost with little to no return on investment. Cleansing your data is a necessary phase step, but is not a “one and done” activity. Read the whitepaper to learn how leveraging a data provider and your own content distribution efforts can help you not only reach your audience but keep your data accurate at the same time.

whitePaper | April 1, 2023

Account-Based Marketing (ABM) means many things to many people, but essentially it is a B2B marketing approach that aligns sales and marketing teams to work together on the same set of target accounts. It is a strategic approach to creating highly personalised marketing campaigns that lead to pipeline acceleration, higher closure rates and faster sales cycles. ABM has achieved transformative results in the US and UK, and is now being eagerly adopted across Asia-Pacific (APAC). However, the same approaches do not necessarily achieve the same results.