Download the latest SmartGuide to help your organization begin or evolve your ABM programs, including an overview and the four phases of ABM, tools & platforms and how to get started.
B2B marketers have access to more data than ever before. To many, though, navigating the sheer volume and number of platforms to try and discern performance across their marketing mix is overwhelming.
A competitive job market should be a good thing, but it can also lead to challenges for marketers. For instance, have you considered the impact of decision maker turnover on the quality of your data?
You’ve sent the most compelling e-mail offer ever, with a can’t-miss subject line that’s sure to make the open rate soar, and your client wanting more. And yet, it missed. Why didn’t your target audience care about it? Three words: functional title data.
Trying to figure out the right combination of systems and data sets for your organization is daunting. But more often, that’s the easy part. I’ve seen numerous clients who have implemented all the latest and greatest marketing and sales technology and are no better off because they are now drowning in data. Or the data is so disparate they don’t have access to the right information. And because of that, organizations lose insight into the progress of performance against goals.