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Ideas and Strategies for Real-Time Personalization
Breaking Down SiriusDecisions’ Personalization Deployment Method

Breaking Down SiriusDecisions’ Personalization Deployment Method

June 1, 2018 by

Last week, Jonathan Tam, Senior Research Director of Demand Creation Strategies at SiriusDecisions, presented a webinar with T.J. Prebil, Director of Product Marketing at Evergage, entitled “State of the Market for B2B Personalization.” In the webinar, Jonathan and T.J. shared research on personalization trends and offered examples of B2B personalization campaigns. In this blog post, I want to […]

How Working in B2B Sales Has Influenced My Work in ABM Marketing

How Working in B2B Sales Has Influenced My Work in ABM Marketing

May 30, 2018 by

After I graduated from college, I landed an entry level sales position at a boutique information security firm. The first ten months consisted of making at least seventy-five cold calls a day. I learned how to create rapport, overcome objections, manage a pipeline and, most importantly, provide value and the best customer experience possible to my prospects. A few years later, I joined Evergage wh […]

3 Ways to Use Segmentation for B2B Personalization

3 Ways to Use Segmentation for B2B Personalization

May 18, 2018 by

As we explored in my previous blog post, segments are a powerful aspect of your personalization strategy. They allow you to target different groups of people on your website or in your app, send emails to different audiences, and analyze the differences between different groups. I also discussed the different data sources you can use to create segments. Once you have your data sources, the next st […]

Email Personalization Examples that Go Beyond the {First_Name} Field

Email Personalization Examples that Go Beyond the {First_Name} Field

May 16, 2018 by

In our latest survey, we found that email is the most popular channel for personalization. Yet the most common way that marketers personalize their emails today is to incorporate the recipient’s first name or company name into the subject line or body of the email. This is good, but it’s only a start. Just think about your own personal inbox. I know I am constantly deleting irrelevant emails. […]

5 Ways B2B SaaS Companies Can Use Triggered Emails

5 Ways B2B SaaS Companies Can Use Triggered Emails

February 2, 2018 by

Email personalization isn’t new to most digital marketers — many have been personalizing their emails for years. In fact, we found that email remains the most personalized channel. However, we often find that many marketers who personalize their emails are only using basic tactics like personalizing the email message or subject line with someone’s name, company, industry, etc. This level of […]

ABM Account Selection & Marketing Program Commitments to Sales

ABM Account Selection & Marketing Program Commitments to Sales

January 19, 2018 by

In my first two blog posts on Building an ABM Framework, I shared how we organized and executed on our plan for the account-based marketing program at Evergage. In this post, I want to home in on how we outlined exactly what the sales team is getting when they select an account for the ABM program and how we solidified our list of target accounts together. I want to help answer the questions: “h […]

ABM Tips for Marketers: Q&A with Joe Chernov, CMO of InsightSquared

ABM Tips for Marketers: Q&A with Joe Chernov, CMO of InsightSquared

October 31, 2017 by

If you’re in the early stages of bringing account-based marketing (ABM) to your organization, it can seem overwhelming. As a concept, it makes a lot of sense. You spend your limited resources targeting those accounts that are most likely to receive significant value from your product or solution. But it can get tricky when you start rolling out your own strategy. You need to get internal buy-in […]

Marketing and Business Development: An ABM Love Story

Marketing and Business Development: An ABM Love Story

October 17, 2017 by

There’s often debate on whether or not Business Development Representatives (BDRs), or Lead Development Reps, should report into the sales or marketing department. Regardless of where they sit, it doesn’t change the fact that they need to be closely aligned to both sales and marketing. BDRs have a tough job, and it’s important to recognize how much influence these teams have on target accoun […]

Building an ABM Framework: The 5 P’s to Success (Part 2)

Building an ABM Framework: The 5 P’s to Success (Part 2)

September 19, 2017 by

As the first full-time account-based marketing (ABM) practitioner at Evergage, I spent a lot of time developing our own ABM framework. While each company’s approach to ABM will vary depending on their market and their needs, I wanted to share the approach that worked for us — which I’m referring to as the 5 P’s of building an ABM framework. I described the first two P’s in my post last […]

Building an ABM Framework: The 5 P’s to Success (Part 1)

Building an ABM Framework: The 5 P’s to Success (Part 1)

September 12, 2017 by

When it comes to account-based marketing (ABM), there is a lot of content you could consult. In fact, if you look up “account-based marketing” on Google, the search will generate over thirty-one million results. With this much information on ABM floating around, it can be hard to figure out where to begin. While it is true that, organizationally, each company will approach ABM differently, bui […]

Personalization Ideas for Each of the 3 Account-Based Marketing Strategy Types

Personalization Ideas for Each of the 3 Account-Based Marketing Strategy Types

June 8, 2017 by

Account-Based Marketing (ABM) has exploded in popularity within the last few years. According to SiriusDecisions, ABM is a strategic approach that focuses on aligning demand creation programs and messaging against a set of defined accounts and goals in a way that is relevant and valuable to those accounts. Marketers are recognizing that need to focus on specific accounts. According to recent resea […]

B2B Marketers: Why Your Website Is Like a Bad Conversation at a Trade Show Booth

B2B Marketers: Why Your Website Is Like a Bad Conversation at a Trade Show Booth

May 30, 2017 by

B2B marketers have greater challenges than their e-commerce counterparts when it comes to figuring out the optimal online experience. While e-commerce marketers have been striving to make their websites match their in-store experiences, most B2B marketers don’t have the benefit of such a parallel. But the online experience is critical to get right. SiriusDecisions has reported that 67% of the bu […]

How Real-Time Personalization Augments Marketing Automation

How Real-Time Personalization Augments Marketing Automation

May 25, 2017 by

These days, more and more B2B marketers are incorporating a personalization platform as part of their martech stack. Why? Like consumers, B2B buyers are all unique. As humans, we all respond better to marketing messages when we’re treated as individuals by a company that truly knows us, as opposed to being treated like everyone else. And, as a result of the personalized experiences we receive fr […]