B2B-MARKETING | DATA-ANALYTICS

By combining first-, second- and third party customer data, marketers can be more relevant and give their audiences a well-deserved break from the clutter.

Chief Marketer talked with several expert marketers, to get their take on what brands and trends will be hot in 2017, and which were the highlights of 2016.

In the world of enterprise B2B lead generation, the relationship between sales and marketing is often fractious.

Measuring social engagement has become a top priority for many marketers as campaigns ramp up across social networks.

Marketing data gaps—from a lack of accurate reporting or an inability to show direct impact on revenue—are unfortunately quite common.

Regardless of your ABM approach, targeted, clean, accurate and shared account and contact data is required to make ABM work at all, let alone work well.

When customer data is incomplete or in silos, there may be still be efforts to connect with customers in multiple places, but they will be less effective. Recognition is the thread that reports these interactions are with the same person but using different touch points.

There are different account based marketing (ABM) models that apply based a company’s customer base and needs.

Companies that are truly ABM-focused will need marketers focused not on lead generation but on creating content geared to specific target accounts.

Needless to say, launching an ABM program doesn’t happen overnight. Here’s four steps to make ABM an integral part of your daily operations.