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Account-based marketing is the new black for B2B marketers, who are leveraging the strategy at nearly every stage of the buying cycle to attract and engage targeted prospects. It’s an effective way to grow sales and speed up the cycle using data from both first- and third-party sources. However, B2B marketers are missing a huge opportunity with ABM: retaining, engaging and u ...
The marketing stack holds great value, but let’s face it: It takes a long time to get off the ground, and it’s only as smart as the data it collects. Between setup, training and the early days of simply gaining traction, it can take close to a year before marketers start seeing the fruits of their labor.
Marketing automation software (MAS) is all the rage among B2B marketers — Frost & Sullivan predicted the MAS sector will expand by a whopping 300 percent from 2014 to 2020, growing to $1.9 billion. And a full 63 percent of B2B marketers invest 10 percent to 29 percent of their budgets in marketing automation.
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Modern B2B marketing and sales teams rely on several techniques to maintain customer interest throughout the buying process. Rather than the classic sales funnel, the customer’s journey is now treated as an ongoing course of marketing and education, sales outreach, and (eventually) a transaction.
Savvy digital marketers have learned that by now, when it comes to boosting results and efficiency, you can't beat intent data for the ability to reach and engage users who are "in market." For B2B marketers, where the buying process is more intricate and collaborative, intent is an even more important factor in building and nurturing relationships with customers.