{"id":2411,"date":"2022-06-14T20:26:13","date_gmt":"2022-06-14T20:26:13","guid":{"rendered":"https:\/\/solutionsreview.com\/marketing-automation\/?p=2411"},"modified":"2023-08-18T20:56:49","modified_gmt":"2023-08-18T20:56:49","slug":"leveraging-the-modern-b2b-martech-stack-to-enhance-abm","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/marketing-automation\/leveraging-the-modern-b2b-martech-stack-to-enhance-abm\/","title":{"rendered":"Leveraging the Modern B2B MarTech Stack to Enhance ABM"},"content":{"rendered":"

\"Leveraging<\/p>\n

As part of Solutions Review\u2019s\u00a0Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span>Stephanie Capouch, the VP of Marketing at Terminus<\/a>, explains how companies can expand and improve their account-based marketing (ABM) efforts with a modern B2B MarTech stack.<\/strong><\/em><\/p>\n

Many of today’s marketing professionals wear multiple hats, so it’s become a standard expectation to do more with less while maintaining high-quality results. However, generating opportunities and providing better brand experiences requires marketers to do the opposite and focus on their skills on a few select things. One suite of tools is specifically designed to help companies do this, and it’s their MarTech stack.<\/span><\/p>\n

With the right MarTech stack, marketing teams can connect with prospects at deeper levels, build relationships with existing customers, and increase opportunities by equipping engagement channels (i.e., email, digital advertising, conversational marketing<\/a><\/strong>, website personalization) with automation technology. These B2B marketing tools are built and connected on the foundational element of accurate, targeted data.<\/span>\u00a0<\/span><\/p>\n

Amping Up Your ABM Game<\/span><\/b>\u00a0<\/span><\/h3>\n

When push comes to shove, B2B companies usually default to the pipeline, which can cause marketers to<\/span> lose sight of their bottom-of-the-funnel customers and the strategies required to reach them. Casting a broader net to generate opportunities <\/span>doesn’t<\/span><\/i> magically convert prospects into paying customers. The same goes for “batch and blast” tactics, which rely more on talking than listening and, as a result, aren’t reliably effective. It’s more important than ever for marketers to <\/span>listen<\/span><\/i>\u2014via data and multi-channel conversations\u2014and commit to understanding their customers’ pain points. <\/span>\u00a0<\/span><\/p>\n

Spray and pray strategies just don’t work well. Even if they generate opportunities, they’re often low quality and unlikely to convert. To strategically drive demand that converts to revenue, today’s marketers should: <\/span>\u00a0<\/span><\/p>\n