{"id":6132,"date":"2019-04-02T02:03:59","date_gmt":"2019-04-01T20:33:59","guid":{"rendered":"\/?p=6132"},"modified":"2019-10-23T20:14:44","modified_gmt":"2019-10-23T14:44:44","slug":"reinventing-b2b-marketing-account-based-marketing","status":"publish","type":"post","link":"https:\/\/www.argildx.us\/experience\/reinventing-b2b-marketing-account-based-marketing\/","title":{"rendered":"Account-based Marketing (ABM): Reinventing B2B Marketing"},"content":{"rendered":"\r\n
Steve Lucas, SVP Marketo, welcomed attendees to Marketing Nation<\/a> keynote on day 3 of Conference at the Adobe Summit 2019, Las Vegas. The main focus of the day was Marketo’s Account-based Marketing in B2B Marketing. Expressing his excitement over the possibilities of Adobe and Marketo as one organization, he welcomed Adobe CEO Shantanu Narayen with his own quote,<\/p>\r\n\r\n\r\n\r\n \u201cPeople buy experiences, not products.\u201d<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n Talking about the acquisition of Marketo<\/a>, Narayen gave away the three factors that are key in successfully carrying out M&As – a shared vision, people and culture. Bringing forward the main agenda of the Summit yet again, he talked about customer centricity and the importance of identifying your customers in terms of B2B or B2C, and the blurring line between the two. The road to realizing a fulfilling customer experience is understanding who your end customers are, how they are using your products and using digital to engage with them. This creates an awareness that helps build better products focused on customers.<\/p>\r\n\r\n\r\n\r\n Narayen ended his brief but insightful stay on stage with the message,<\/p>\r\n\r\n\r\n\r\n \u201cDigital is either gonna be a headwind or a tail wind and when it\u2019s a tailwind the power of digital really enables you to serve your customers so much better.\u201d<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n \u201cExperience changes everything,\u201d Steve said as he used examples of Uber and Airbnb to explain how experience has made all the difference in how we do business. We do not see any ads for the services these companies provide because their marketing and selling is the experience<\/em>. Contrasting Coachella<\/a> and Fyre Fest<\/a>, he talked about how the former has been able to do much better than the latter due to delivering great experience time and time again with amazing music and content.<\/p>\r\n\r\n\r\n\r\n <\/p>\r\n \u201cExperience is the line between epic and epic failure.\u201d<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n CRM<\/a>\u2019s flaw comes from the fact that it is built for salespeople and relies on their input and perceptions of customers. And going forward, the bestselling strategy would be one that is based on what people do<\/em> and not what people say<\/em>.<\/p>\r\n <\/p>\r\n\r\n\r\n\r\n\r\n\r\n For everyone in the B2B business, it\u2019s about making every experience epic – to make customers come back for more. It\u2019s the role of B2B marketers to do this with intensity to drive incredible engagement. The goal behind Marketo becoming a part of the Adobe family is to drive the next generation platform, Adobe Experience Cloud<\/a>. This platform gives marketers the tool to deliver engaging content to the right person at the right time and right place, and adapt to change and time.<\/p>\r\n\r\n\r\n\r\n The creative power of Adobe has supercharged Marketo Engage<\/a> with ads, analytics, content and commerce from the Adobe Experience Cloud. Marketo is now, more than ever, ready to change the game with Account-based experience (ABX)<\/a>.<\/p>\r\n\r\n\r\n\r\n Account-based experiences start with data and B2B marketers need a different set of data. Now, this will be facilitated by the strategic partnership<\/a> involving Adobe, Microsoft and LinkedIn, which will help marketers gain deeper insights at a granular level and engage with buyers.<\/p>\r\n\r\n\r\n\r\n\r\n
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Building Strategy on What People Do – Not What They Say<\/strong><\/h5>\r\n\r\n\r\n\r\n
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