Blog - B2B

If you follow B-to-B marketing buzz, you’ve probably noticed that account-based marketing (ABM), a one-to-one engagement approach, is getting some serious attention.

Today's customers and their interactions with others are hyper-connected, so when measuring real customer value, marketing organizations need to start focusing on the digital and social potential of their customers.

Shaping the success of a brand relies on a marketer’s ability to create an intelligent and fully-connected marketing funnel. A funnel moves like a swarm of birds — fluid, collective, and constantly moving to new opportunities.

One prerequisite before signing the dotted line and purchasing a marketing automation system is making sure that your data quality is perfect. But, generally that's not the order of how things actually go. You purchase the marketing automation platform (MAP), and then realize that you're stuck with something you can only use as a simple email execution tool, due to the quality of your data.

Keeping an existing customer is more valuable to your company than trying to find a new one. So how can B2B marketers go about retaining their customers in the 21st century? Here are three key considerations.