Account Based Data

Building Reliable Revenue Streams: How the Most Successful Demand Generation Teams Do It

August 31, 2022

Reliable Revenue Streams
This whitepaper assembles key perspectives and insights culled from our interviews with marketing leaders who have charted a steady course through the choppy waters created when decision-making is placed in the hands of corporate buying committees.

Find out what digital demand generation strategies are employed by marketers of enterprise technology solutions who are charged with attracting a steady supply of qualified leads to be processed by their respective sales teams.   We found that effective execution of some basic building blocks is essential to advancing and contending to be an “expert” marketing operation.

Spotlight

Lane Four

Lane Four is a boutique consulting firm with 30+ years of collective experience in the Salesforce community. Since 2013, we’ve helped over 100 growing startups and non-profit organizations work faster and smarter using the power of their Salesforce CRM.

OTHER WHITEPAPERS
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The Essential Intent Data Guide

whitePaper | June 1, 2022

Find out how Intent data strengthens the foundation of your marketing and sales strategy by reading the essential Intent data guide. In this guide, you'll also find answers to the important questions about Intent data, like What exactly is Intent data, and what are the different types of it? Why should I be paying attention to Intent data? How can I start using Intent data today? How does Intent data accelerate B2B growth and drive ROI?

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Aligning Sales and Marketing Over Agreed-Upon Metrics

whitePaper | January 20, 2023

Technology vendors are facing challenging economic conditions, reduced quarterly income due to longer sales cycles, and larger selection committees due to hesitancy in choosing new technology. The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. Soon customers will manage 85% of their relationships without talking to a human source.

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How to Go to Market Confidently in 2023, Using Company Surge

whitePaper | July 1, 2023

As we mentioned, today’s B2B buying committees can be composed of dozens of different roles spread across a business, and they typically have different objectives in mind. The CTO might be trying to determine how well a SaaS solution fits with their current tools and infrastructure, while the CFO may be focusing more on cost management and financial stability. Regardless of how well (or poorly) all of these different roles communicate with each other, they all do one thing when considering a new marketing technology solution: Research.

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Ask more from your email marketing and customer journey management solution

whitePaper | November 17, 2022

Alyssa Raine, Group VP of Customer Marketing Platforms at Walgreen’s, knows the importance of customer experience. “Our mission at Walgreens Boots Alliance is to help our customers lead happier, healthier lives — and one of the ways we’re making that happen is through hyper-personalised customer experiences,” she explains. But Alyssa knows that delivering those hyper-personalised experiences is both a technical and logistical challenge. There is so much to consider, from delivering post-sale emails to customers at scale, to reacting to real-time events with tailored push notifications.

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The Rise of Account Based Marketing: Essentials to Success

whitePaper | January 20, 2020

Aligning sales and marketing is one of the most common problems companies face. Managers find that often, sales and marketing have differentiating solutions when it comes to developing strategies; which can affect company revenue and lead generation efforts. With marketing known for its spending habits, company executives demand a good ROI. As a result of significant revenue gain more than 60% of companies plan to launch an account-based marketing (ABM) campaign in the following year. Why is ABM becoming so popular? This marketing tactic allows marketers to create targeted campaigns for specific high-value accounts. In order to have an effective Account Based Marketing strategy it is important for your sales and marketing team to be aligned. But what is account based marketing, and how can you integrate it in your company to make sure your team will deliver the ROI that your company needs?

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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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Spotlight

Lane Four

Lane Four is a boutique consulting firm with 30+ years of collective experience in the Salesforce community. Since 2013, we’ve helped over 100 growing startups and non-profit organizations work faster and smarter using the power of their Salesforce CRM.

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