As published by DemandGen Report On the surface, it seems obvious: B2B sales will keep moving into the digital landscape. While the digital realm presents significant opportunities, there’s also more pressure to capitalize on them. As sales teams are unable to “press the flesh” in person, they’re more reliant on marketing teams to provide data on prospective customers. B2B leaders who commit to further digitizing their go-to-market models can gain a competitive advantage through enterprise-class ABM strategies. Research by McKinsey found more than 75% of buyers and sellers said they now prefer ..read more

As published by MarketingProfs   “Social distancing” is a term that entered our vocabulary overnight in 2020. As I write this, we’re still physically separated from our colleagues. If you are like me, you’re probably longing to get back into meeting rooms to strategize and collaborate with your team on that next campaign or product feature, and the next Sales plays or “whitespace” exercises and various other ways to surpass your annual goals. If you work at a large enterprise, social distancing might feel like déjà vu. That’s because long before the pandemic, the phenomenon of “corporate ..read more

For the enterprise, the most persistent hindrance to delivering an enterprise-class customer experience in B2B has been the lack of a single source of truth for customer insights. A hallmark trait of the enterprise organization is its diversification, with inconsistent data spread across a wide range of applications. This presents a huge data management issue in itself because as the company scales, so does the collection of marketing technologies and the number of people or teams who use them. This sophisticated go-to-market approach creates a paramount need for account-based marketing (ABM ..read more

Existing account-based marketing platforms have their roots in serving the needs of early-stage organizations. Why? Their needs are easier to solve and are within reach for an early-stage tech startup. These VC funded platforms face tremendous pressure to create short term revenue traction and the inevitable shift to prioritize short term decisions. This pressure results in the development of channel-based, narrow silos of activity we now know as the “ABM Platform.” While this is well suited for a startup to mid-tier company, where their primary challenge is to fill up an empty CRM, these capa ..read more

What’s Working & What To Avoid When Adopting Enterprise-Class ABM Strategies The power of account-based marketing (ABM) to deliver ROI is indisputable. Companies using ABM report at least a 10% increase in revenue, with some as high as 30%, according to Demand Metric. ITSMA reported 87% of marketers said ABM outperforms their traditional marketing investments.  But for sophisticated enterprise-class organizations, commonly held ABM best practices don’t make sense. Such organizations already have a wealth of market experience and sizable investments in marketing technologies, multichan ..read more

Prominent Best in Biz Awards recognizes MRP as the Silver winner in the marketing software category for second consecutive year MRP Prelytix, the only enterprise-class predictive ABM platform, today announced its selection as a Best in Biz Awards recipient. MRP was recognized in the marketing software category; as an ‘Enterprise Product of the Year’ for the second year running. The Best in Biz Awards, announced on December 9th, are the only independent business awards program judged by prominent members of top-tier press, including, among others, writers from Barron’s, Consumer Affairs, USA To ..read more

Account-based marketing (ABM) was supposed to be every B2B marketers’ dream; it offered so many opportunities for targeting so powerfully. Unfortunately, actualizing this in an enterprise sales and marketing organization is vastly different and more challenging than it is for smaller companies. So where did it all go wrong? Enterprise go-to-market strategies create an opportunity for organizations to scale. However, they also develop complexity and elevate functionality requirements beyond those typically found in ABM platforms, usually designed for SMB or mid-market companies. The Drum has re ..read more

Marketers who rely solely on intent data or predictive analytics are missing out on valuable insights that can help simplify their ability to build ABM programs that deliver more relevant marketing and more significant revenue impact. This report will provide insights into how programs combining both intent data and predictive analytics can: Make sales teams more efficient by identifying the right accounts to focus on at the right time; Stand up the right campaigns to orchestrate effective handoffs between marketing and sales teams; Improve re-engagement rates by responding to anonymous signa ..read more

MRP clients SAP and Juniper Networks awarded 2020 B2B Innovator Awards by Demand Gen Report for their use of the leading ABM platform, MRP Prelytix.   This week, Demand Gen Report honored two of our customers, Jorge Granada and Tina O’Dell, as 2020 “B2B Innovators.” Each year Demand Gen Report spotlights a group of B2B marketing and sales professionals who are pushing the envelope to effectively engage prospects and customers and meet their buyers’ needs. B2B Innovator Awards were created to spotlight B2B executives who think outside the box to develop and foster innovative concepts ..read more

2020 has been a tough year for all of us. But it got a little brighter this week for the folks here at MRP with the news that we’ve been named by Belfast Telegraph both as the ‘Outstanding Business of the Year’ and recognized for our ‘Excellence in Innovation.’ Each year the Belfast Telegraph Business Awards, in partnership with Ulster Bank, recognize and celebrate the business successes of individuals and organizations across Northern Ireland. Now in their 19th year, these prestigious awards attract entries from across all sectors and sizes of businesses. There were 15 categories this year fo ..read more