There's no question that Account-Based Marketing has brought together sales and marketing programs. Account-Based Marketing (ABM) offers the personalization your customers need. Last week, we spoke with CATO Networks, a cloud-based security and network program, about their growth with ABM. Founded about five years ago, CATO has already acquired over 800 enterprise customers in 100 countries and has over 200,000 mobile users. Marketers Can’t Control the World. Unfortunately. Different people consume content in different ways. After tracking customer journeys for...
Marketing is like a transportation system. Sometimes, you need a bullet train from the hinterlands to bring in the sightseers from far and wide. Other times you need a taxi driver who knows the best routes and can take your leads exactly where they need to go. If traditional marketing campaigns designed to attract ideal customers are your high-speed rail system, what's the equivalent of the expert, street-savvy driver? For many businesses, the answer is account-based marketing. The idea behind...
Who's the most interesting person in the room? It's only human nature to suspect, deep down, that maybe it's us. People love to feel like kind of a big deal. That's why, for all the talk about nosy algorithms following us around the internet, personalization marketing works. Advances in technology and data analytics have allowed for tremendous growth and evolution in personalization marketing. It's also proven to engage buyers and provide a solid ROI. For example, Exceed.ai has found that...
For most B2B companies, effectively reinventing the wheel to execute a new, more engaging marketing plan can be a real challenge. When engagement is low, it can create tension between the sales and marketing teams – and leave talented B2B marketers wondering what went wrong. Today, 9 out of 10 B2B marketers consider ABM (Account Based Marketing) to be an effective solution to this problem. An effective ABM strategy integrates analytics and key marketing insights to help you understand where...
Realizing we don't always have the time to watch every webinar we want (as well as the onset of webinar fatigue), we thought it could be helpful to put together a deck with the key findings, benchmarks, stats and methodologies we've had our guest speakers on our webinars share. Enjoy! https://www.slideshare.net/AvishaiSharon/tldw-key-slides-stats-and-takeaways-from-our-202021-personalization-webinars
How do cyber security marketers can leverage account-based web personalization to reduce friction on their buyer journeys? This time, we've invite Limor Danai, marketing director @ Tenable to share with us her methodologies, best practices and challenges. Limor joined Tenable following the acquisition of Indegy, so we also discussed the differences between using personalization at a small startup versus a large enterprise like Tenable. https://www.youtube.com/watch?v=l1VsQL7ff4o&t=11s We've also shared some interesting statistics from our data, showing the strong correlation between number...
https://vimeo.com/508109716 How do you personalize B2B website experiences when you have over 50 different products, dozens of buyer personas and need to manage extremely long conversion cycles? This is the herculean challenge AudioCodes' marketing team is confronted. We've asked our good friend Daniel Bleichman, who heads marketing operations at AudioCodes, to share with us his approach, tech stack and methods for managing such complex buyer journey scenarios. Personalization is now regarded by digital marketers as the most effective yet most...
If there’s one thing I see when I speak to marketers it’s that they have the best of intentions. Nobody falls asleep on the job (usually the job is more related to lack of sleep). Everybody wants to see their efforts succeed. But good intentions and success, unfortunately, don’t always go hand-in-hand. There are a lot of inadvertent mistakes that marketers make with regard to their content marketing. Check out the list below for a few of them: 1) Changing...
Paid content campaigns can often feel like a black hole. You invest in distribution channels, and quite often all you can really do is “spray and pray.” You invest in what you think is working - often relying on limited reporting - cross your fingers, and hope for the best. The reason for this is that connecting content with business goals is often difficult. Data is siloed and usually gives a partial picture at most. A certain source may initially...
In almost every conversation we are having with a major brand, the topic of privacy and the handling of private users’ data is discussed. Of course, GDPR was the main trigger for these discussions. But today, now that the initial shockwaves have subsided a bit, it’s a good time to take a deeper look into the issue. The purpose of this post is to explore how some corporations are adapting to this new environment where personal data is protected by...
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