What does it take for marketers to plan engaging multichannel campaigns for their key accounts throughout the buying cycle; besides ensuring better marketing-sales collaboration, there are several other factors that come into play: Nick Heys, CEO of Jabmo shares some thoughts:

______

Tell us a little about yourself Nick, what inspired Jabmo?

I’m an entrepreneur. I like to try new things and if they work, I get a kick out of watching other people using them. I started Jabmo when I discovered that IP addresses could be mapped to the world’s biggest companies and enable account-based marketing analytics and advertising practices. 

Marketing Technology News: MarTech Interview With Massimo Arrigoni, CEO At BEE

While carving out end to end ABM plans, what are some of the common flaws you still see leaders in B2B marketing make?

ABM is still new to most marketing leaders. One of the biggest mistakes I see is Marketing launching an ABM pilot alone without involving Sales or Management. This can lead to selecting the wrong accounts and difficulty in measuring ABM impact on key account growth.

Given today’s business dynamics, what are some basics to a strategic value ABM plan that you feel should fuel the rest of a deep ABM strategy?

Given the rapid shift to digital buying, it’s now Marketing’s job to engage with key accounts throughout most of the buying cycle. Marketing now needs to think more like Sales when it comes to prioritizing and engaging accounts before the competition.

How do you feel ABM will evolve in the future and what changes and innovations in technology and marketing tech will influence this?

Historically, most B2B organizations have been very sales heavy compared to marketing. However, now that most of the B2B buying journey happens online, and now that Marketing can prove impact on key account growth, I see companies shifting more budget from Sales towards Marketing. A key driver behind this trend will be the wider adoption of account-based analytics and more integrated marketing and sales systems.

Marketing Technology News: MarTech Interview With Amit Daniel, Chief Marketing Officer And Strategy Officer At Cognyte

What are some of the core marketing technologies that you feel B2B marketing teams should not be doing without, today?

It’s hard to build an efficient marketing plan if you only rely on sales rep feedback to understand where each account is in the buying cycle. To get the full picture of how each account is engaging with your content across all marketing channels and websites, marketing teams need to invest in an account-based marketing analytics platform. 

A few predictions that you have for the future of martech, around the world?

I see the marketing teams taking more of a lead in driving business growth, more budget shifting from sales to marketing, the hiring of more digital marketing talent, and more investments in marketing technology that can pull together data from all systems of engagement and show how marketing is driving growth.

A few takeaways for B2B marketing leaders in 2021: top factors they should keep in mind as they plan for the rest of the year?

This is the chance of a lifetime for marketers to lead the change in digital selling. After the accelerated shift to digital buying over the last year, there is no going back to the old days of relationship selling, lead gen programs, and trade shows.

Marketing Technology News: MarTech Interview With JR George, Administrative Vice President At Trustco Bank