Uniting Data and Human Intelligence to Drive Enterprise-Class ABM
For the enterprise, the most persistent hindrance to delivering an enterprise-class customer experience in B2B has been the lack of a single source of truth for customer insights. A hallmark trait of the enterprise organization is its diversification, with inconsistent data spread across a wide range of applications. This presents a huge data management issue in itself because as the company scales, so does the collection of marketing technologies and the number of people or teams who use them. This sophisticated go-to-market approach creates a paramount need for ABM to be actionable across all teams, driving the need for platform multitenancy.
This whitepaper, produced by The Drum in partnership with MRP, outlines some of the biggest challenges that enterprise B2B organizations face when it comes to balancing technology with the buyer experience in ABM, and explores the enabling criteria that can help cultivate powerful insights, target accurately, deliver personalization scenarios across channels, and achieve accurate program measurement for enterprise-class ABM.
For invaluable insights on how to unite ABM technology with the B2B buyer experience and for a full summary of the key takeaways, complete the form to download the whitepaper for free.