Account-Based Marketing is an incredibly efficient and effective strategy that is driving substantially greater return on investment for B2B marketers – if it’s done right.  In fact, according to a 2018 ABM Benchmark Study by the ABM Leadership Alliance and ITSMA, 99 percent of marketers report greater ROI from their ABM programs than all other types of marketing programs. However, it’s still the early days for ABM. Most companies are just getting started with their ABM programs, with over 80 percent of survey respondents reporting that they are less than two years into their ABM implementatio ..read more

Last Friday’s Salesforce outage meant work came to a halt for thousands of marketing and sales users locked out of Pardot and Salesforce Marketing Cloud. The outage, reportedly caused by a faulty Pardot database script, was prompted by reports that users were able to see and edit all of their company’s data, regardless of their permission settings. Salesforce quickly responded by cutting off access to current and past Pardot customers as it worked to resolve the faulty script. “As a result, customers who were not affected may have also experienced service disruption, including customers using ..read more

Source: CaliberMind B2B Customer Data Platform If your digital marketing team struggles with attribution, you’re not alone. Nielsen reports that only one out of every four marketers can confidently attribute revenue to their digital efforts. But does that surprise you? Probably not — attribution is a pressing issue and can be a serious challenge for marketing and sales teams. Activating cross-channel campaigns through different platforms leads to siloed data in various, disconnected systems. The continued growth of your martech stack could create significant challenges, including attribution a ..read more

As digital marketers, we make tons of decisions every day. We carefully identify targets to develop segments. We match products to prospects and decide which channels and platforms to use to reach them. We are continually adapting to support dynamic business goals and increasingly investing in martech to execute. We focus on driving value by building customer journeys to foster relationships. However, our interactions in those relationships — from channel strategy to messaging — can be very different depending on how we define them. But the very definition of our channels might be changing too ..read more

Most B2B marketers are already executing, or are thinking about implementing, an Account Based Marketing strategy. Today, B2B marketing is not about generating a huge volume of leads, but rather is focused on reaching specific individuals at specific target accounts. Have you thought about the content requirements associated with ABM? Here are four tips to ensure that your content development plan supports your Account Based Marketing approach. Marketing to an account vs. an individual prospect Shifting your focus from lead-centric to account-centric marketing starts with recognizing that you ..read more