Maximise ABM, insights from Forrester B2B (NA), bridge the martech gap
This month has ushered in fresh perspectives with?insights gained at the Forrester B2B Summit, North America. Tackling martech sprawl, scrutinising metrics and reporting, in addition to scaling ABM are just some of the focus areas for marketing leaders as the final month of H1 approaches.
NEWS
Unpack the Forrester B2B (NA) insights At the beginning of May the team attended the Forrester B2B Summit in Austin, Texas. The event centred on alignment, reinvention, and winning strategies, providing plenty of valuable insights on the future of B2B. Key takeaways included the need to scale ABM for business growth, the shift to buying groups for better understanding of purchase propensity by account, and the race to harness AI for enhanced capabilities. ?
DIGITAL
Check in on your conversions
Are you experiencing shaky data from your conversion tracking? Understanding what is converting and where can guide your optimisation efforts, budget management, and programme design. Common problems arise from a range of sources, such as differing attribution models, inconsistent conversions, legacy conversions, and disparities between geographical regions. In this article, uncover tips on how to conduct a conversion tracking audit, including understanding your digital strategy, identifying what constitutes conversions for your business, and documenting everything for clear team alignment. ?
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OUR THINKING
Strategic skills gap: What's the impact?
With over 14,000 martech products and a market that's growing by 28% annually, the divide between comprehending marketing technology platforms and maximising their potential continues to grow. Explore the consequences of this gap on your team dynamics, martech integration, legal conformance, and overall customer experience. It's time to weigh up the idea of maximising value from existing technologies over chasing the next shiny new thing.
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STRATEGY
Champion your people for ABM success
You have your ABM strategy nailed, but delivering it successfully is a whole new ball game. The answer lies in managing your people effectively. In this article unlock three agile practices to keep your team synchronised and motivated towards ABM goals. From the power of daily 'scrums' and celebrating small victories to the crucial 'retros' for group reflection, these habits are sure to foster a successful and unified team.
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