By GNW Consulting This is an excerpt from “The Ultimate Guide to Account-Based Marketing” from GNW Consulting. Read the entire piece here. Maybe you’re launching an ABM program for the first time or trying to improve upon the account-based marketing plan you already have. Regardless, you’re here to learn how to create and deliver an ideal strategy to your target accounts. Let’s examine the variables you need to start your first campaign, as well as observe account-based marketing best practices and go from there. Identify Your Ideal Customer The first step to an effective ABM plan is clearly d ..read more

LinkedIn Sales Solutions’ portfolio of solutions leverages people-powered data and insights to help sales organizations focus on accounts with the most opportunity and develop relationships with buyers at scale. LinkedIn Sales Insights helps sales operations plan smarter while Sales Navigator seeks to help sales teams target, understand and engage the people and accounts needed to bring plans to life. The Lowdown Relationship Explorer is a feature within Sales Navigator that surfaces data-driven recommendations about the top eight decision makers at an account so sellers can find the best path ..read more

Quick Scoop: MRP hired Christopher Rack as its new CEO. Rack previously held the position of Chief Revenue Officer at DemandScience. As CEO, Rack plans to help expand MRP’s growth. MRP, a provider of account-based technology and solutions, appointed Christopher Rack as its new CEO. Rack will report directly to Seamus Keating, CEO of parent company FD Technologies. Rack joins MRP with 16 years of B2B sales and marketing technology experience, leading teams in high-growth organizations and helping clients navigate complex and constantly changing business environments. Rack previously served a ..read more

Quick Scoop: People.ai enhanced its account planning application through an AI-driven application called AccountGPT. AccountGPT leverages generative AI and large language models to auto-complete sections of account plans by populating data from publicly available websites. People.ai, a provider of revenue intelligence, released AccountGPT, an AI-driven enhancement to its account planning application. This new feature seeks to help go-to-market (GTM) teams streamline the creation of strategic account plans by removing menial tasks and manual data entry. AccountGPT utilizes gene ..read more

There are some rivalries that are just legendary: The Hatfields and The McCoys, Biggie and Tupac, Steve Jobs and Bill Gates… and in the marketing world, the rivalry is between MQL deniers and apologists. Are leads alive, are they dead or do they just need some life support? New research from ABM platform RollWorks is coming out swinging with an answer: 62% of sellers said leads will never become obsolete, while 56% of marketers don’t believe the MQL is dead. Instead, “Bad MQLs Were Always Dead,” suggests that instead of eliminating the lead altogether, practitioners just need to get rid of ba ..read more

Quick Scoop: StackAdapt released a self-service solution for ABM targeting and measurement. The new feature seeks to help users target high-value U.S. audiences based on various data sets. Reported benefits include the ability to create and report on campaigns, analyze campaign performance and more. StackAdapt, a programmatic advertising platform, revealed a self-service, in-platform solution for ABM targeting and measurement. The new feature is designed to help users target high-value audiences in the U.S. based on account lists, firmographic information and persona-level data. The new offe ..read more

It’s no secret that the Covid-19 pandemic interrupted almost every industry and forced businesses to pivot quickly. But healthcare and pharma organizations were in a unique position to innovate amidst the turbulence. “Think for a minute about how fast we got the Covid-19 vaccine: It really created a shift in power that continues to ripple across the healthcare industry today,” said Megan Wolfe, Managing Director of healthcare-focused management consulting and technology firm ZS, in her #B2BMX presentation. “As an optimist, and a marketer, I chose to look at the shift as an opportunity.” To get ..read more

Quick Scoop: Anteriad acquired BNZSA to bring localized expertise to Anteriad’s global footprint, including the ability to execute campaigns in 26 languages. Anteriad and BNZSA share an approach that combines data, technology and a high-touch client service model. The combined organization seeks to deliver B2B demand generation, ABM solutions and in-market customization at global scale. Anteriad, a full-funnel B2B marketing solution, acquired BNZSA, a global B2B marketing agency, to provide clients with access to the combined company’s global scale and reach, as well as local expertise ..read more

Quick Scoop: Momentum ITSMA acquired Grist. The company will infuse Grist’s thought leadership into its existing consulting, research and learning services. Through the partnership, the companies believe they can help organizations achieve more revenue growth. Momentum ITSMA, a growth consultancy and ABM firm, revealed its acquisition of Grist, a thought-leadership services provider, to help clients achieve more revenue growth by incorporating Grist’s research-driven thought leadership programs into its existing consulting, research and learning services. The Grist team will continue t ..read more

By Jeff Marcoux, Bombora B2B brands often deploy many of the same marketing tactics as their B2C peers, but B2B faces more unique challenges. They’re trying to reach a smaller, more highly qualified audience for their products and services, and then there’s the long sales and implementation cycle that can last a year or more. These challenges — and many more — make sales and marketing the twin engines of most B2B enterprises. Of course, that presents a challenge because sales and marketing aren’t always fully aligned. When the engines aren’t running in tandem, teams go around in circles or wo ..read more