As enterprises rush to accelerate the delivery of effective account-based marketing (ABM) programs, the platforms which support them have become a critical bottleneck.
Enterprise organizations have a sophisticated go-to-market approach, with specialized teams focused on products or geographies and subject matter experts who compose their ABM program development. The problem is that when each organization chooses its own ABM approach and technology, costs explode and teams battle their peers for business, causing anarchy within the organization and sowing confusion among target accounts.
There is a vital need for ABM in the enterprise environment to be actionable across all teams, but how can you empower experts to contribute their knowledge? Tune in to a new webinar from MRP, in association with The Drum, on Wednesday 5th May at 9am EST / 2pm BST to find out more and activate your enterprise to reach peak performance.
“Enterprise sales and marketing organizations have staffed their teams with functional experts; each far deeper and more experienced in one or more critical aspects of deploying, managing, and optimizing marketing programs,” says Ajay Subherwal, senior vice-president, enterprise sales EMEA/APAC, MRP. “Because of this, their ABM programs cannot be built or managed in the ‘one-interface-fits-all’ platform environment typically found in today’s ABM platform.”
For decades, cloud services and software applications have helped teams and experts alike to collaborate on a wide variety of solutions. Despite their long history, however, ABM platforms have largely focused on solving siloed and simple needs for individuals. Only by simplifying the complexity of the enterprise operating environment, can the optimization of actions and delivery of measurable revenue be achieved – giving you control of your data, visibility into your target market, and scale in the delivery of the highest impact engagement strategy.
Marketers’ tech stacks and organization structures have traditionally been built around channels rather than around the customer. With rapid digitization in recent years, not only have channels multiplied, but so has the accuracy of data and disruptions to the buyer experience.
“What most vendors call intent data is nothing more than a digital behavioural signal,” says Pierre Custeau, chief technology officer, MRP. “It’s accuracy is questionable across two dimensions: firstly, it is often based on engagement against English only content whereas buyers engage with content in a variety of languages. It also lacks any concept of geography and thus does not give any indication of the location of the buyer or buying center thus making the data poorly actionable. Today, marketers in Europe using intent data struggle because they can’t see non-English topic activity, and the operationalization of the data is largely manual, time consuming, and prone to error.”
MRP’s Pierre Custeau and Ajay Subherwal will join The Drum reporter Kendra Clark to share insights on how to achieve collaborative ABM. In this not-to-be-missed session, you will learn:
- The challenges with a ‘one-interface-fits-all’ ABM platform environment and how to overcome them
- The enabling criteria that can help marketers conceive, build, manage and measure simultaneous ABM programs
- The benefits of a role-based collaboration model in facilitating coordination with existing marketing programs across all global sales and marketing initiatives.
You can register for the webinar here.