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How to Overcome Top-Funnel Marketing Deficiencies in an ABM World | CustomerThink

How to Overcome Top-Funnel Marketing Deficiencies in an ABM World | CustomerThink | The MarTech Digest | Scoop.it
First, you must coordinate all the sources of data that inform your target-account lists (CRM analysis, predictive analytics, website tracking, marketing automation conversion rates, attribution tracking, etc.).

Then, you must put all this target-account data into action; i.e., engage decision-makers/buying committee members at these companies. This requires selecting the mix of channels you wish to use – webinars, events, content syndication, display, etc. – and selecting lead sources and media partners that have direct access to these specific accounts.

Then you need to verify the veracity of the lead data, standardize it to your marketing automation platform’s (MAP) required formatting, enhance that data which additional information (especially true for event data) and then import all this lead data into your MAP and/or CRM to begin the nurturing and follow-up process.

Demand orchestration software automates all these top-funnel marketing processes so you can refocus your efforts on more strategic efforts down funnel, such as converting leads into opportunities and upselling current customers.
CYDigital/marteq.io's insight:

ABM is a tech solution to a process.

 

RYZZ: it’s a better approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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[FREE] A Template for Measuring Demand Marketing Orchestration - Integrate

[FREE] A Template for Measuring Demand Marketing Orchestration - Integrate | The MarTech Digest | Scoop.it
The customer lifecycle doesn’t start with an inquiry, it starts with identifying new targets. Shouldn't your measurement efforts start there too?
CYDigital/marteq.io's insight:

Note: Click through and scroll down a bit for the link to the guide. No reg required.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Demand orchestration is the next frontier for demand marketing - FierceCMO

Demand orchestration is the next frontier for demand marketing - FierceCMO | The MarTech Digest | Scoop.it
Most marketers focused on driving demand are already leveraging solutions like marketing automation and CRM technology, but connecting the data sources and figuring out what tactics are generating traffic and leads that fuel these systems can be a big challenge due to inefficiencies at the top of the funnel.

Demand orchestration, or centralizing the management of sources, data and processes used to discover and identify prospects, is the next step for marketers who have all of the necessary tech solutions and strategies in place, but are in need of a more cohesive image of how their demand gen strategy is working.

Demand orchestration applies process automation, systems integration, program execution and data governance to efficiently generate leads, feed pipeline and create customers. That means centralizing the management of inbound and outbound lead sources to coordinate everything and target and reach the right prospects through segmentation, personalization, account-based marketing and predictive marketing.
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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