With the Make It Count Summit 2024, hosted by Demandbase, racing toward us on September 19th, we’re reflecting on how the power of data and analytics in Account-Based Marketing will influence discussions on the day.
So, what’s in a name? The Summit is all about making every single marketing activity count as we move into 2025; it’s about making these activities work hard to achieve more with less.
The story of 2024 so far has seen marketers, sales leaders and businesses continue to travel the turbulent journey of seeking the right knowledge and tools needed to drive sustainable growth.
Make It Count 2024 arrives at a pivotal moment for our industry. As we grapple with increasingly complex technologies and innovations, our goal is to produce simple, actionable outcomes. These outcomes must benefit two key groups: those orchestrating the buying group’s journey across multiple platforms, and most importantly, the buyers themselves.
We’re excited to talk to you about making ABM a success. If you’re searching for insights early in a roll-out, or you’re deep into implementing and fine-tuning a programme, come along to Modern’s panel on the day:
Driving Revenue Growth: Leveraging Data Analytics in B2B Sales and Marketing for Strategic Advantage. Register your interest here.
More specifically, we’ll be taking a granular look at how every interaction and data point counts in building a true picture of your buying group, which in turn drives a strategic advantage for you. Uncover some strategies, tools and tips ahead of the event below.
The power of data
What better place to turn for inspiration, than the OnBase podcast from Demandbase. In a recent episode discussing The Art of ABM Optimization, host Chris Moody and guest Avishai Sharon, CEO of Trendemon, surface year-on-year insight examples that evidence the urgency for senior leadership to prioritise getting data analytics right.
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So what does this data tell us?
Surround buying groups with shorter attention spans
Threaded throughout the discussion was the striking indication that there is less attention span to fight for across more diverse, but smaller buying groups. That means we’ve got a space race on our hands to own the strategic role of data in Sales and Marketing, to more smartly surround accounts as the journey evolves.
Therefore, data-driven strategies need to be prepared to compensate for:
- Shrinking buying groups
- Less time spent on-site
- Fewer assets consumed &
- Buyers spending more of the buying journey researching anonymously without hand-raising to the seller.
For the right data, be guided by the customer
Briefing your business to source and integrate the right data to drive revenue growth from interaction data is a tough mission. You need true alignment on what metrics support key objectives, and understanding on how to read the insights offered. Platforms like Demandbase offer more customer insights that tell you how much ‘account success’ you’re having with a buying group, before leads and conversions start to emerge.
Improve analytics collaboration
For senior marketing and sales leaders at Make It Count and beyond, understanding analytics, through long-term buyer behaviour, particularly tracking journeys as deep as possible into the website, but also in considering the strategy behind how content interactions are scored, is a crucial area you can find more ground to pull teams together on.
When hands-on with our clients in the Demandbase platform, that’s an area we spend a lot of time thinking and iterating on – interaction mapping exercises to configure Engagement Minutes that offer the most accurate signal for what information ( and how much more information ) buyers need at a specific point in time. Then, what campaign levers need to be pulled to throttle that content and win the moment.
Get teams talking
As a senior marketer, creating business visibility on thinking beyond the individual lead and towards creating that wider account intelligence picture is a great way to expand team buy-in on the journey to better analytics. Someone will always surprise you with an insight or source idea! To create strategic data discussion moments, try setting up ‘scoring sense-check’ sessions that offer teams space to scrutinise how journeys & interactions are scored across marketing campaigns, website visits, product engagements and responsiveness to inbound/outbound communications.
Make It Count 2024 is a fantastic opportunity to renew your thinking on how to evidence to boards that ABM continues to be a formidable revenue growth strategy. The good news is, successful ABM is ultimately about fueling simple, basic people-to-people habits with the most actionable data possible.
The stronger the insights, the faster the combined team can work to better surround the right accounts and realise revenue faster.
Join us to transform the B2B landscape! Come along to Make It Count 2024!
