Privacy Laws, Remote Work & Marketing After a Digital Transformation Mike runs a B2B marketing agency in the UK. His team focuses on offering “full-service” marketing solutions, emphasizing content development and distribution. Mike’s team knows that relying on a single channel isn’t realistic and that there are many rules and regulations meant to change how […]
Traditional lead scoring is failing. Account based changes everything. So, we built a new account scoring guide and model to help B2B marketers tackle the challenge of account engagement head on. Traditional lead scoring is failing. Traditional lead scoring takes into account a variety of predetermined factors that help in qualifying a leads propensity […]
It’s a new year, which means It’s time to look back on 2021 and reflect–an annual CaliberMind tradition. Despite some big bumps in the road, many industries have stabilized and several have thrived. The tech sector, in particular, has continued to perform at a surprising pace. We think 2021 will be remembered as […]
My How Lead Scoring Has Evolved Scott is the Senior Manager of Marketing Ops at Dataminr, a Marketo Fearless 50 alumnus, and has a strong background in growth revenue marketing. Needless to say, lead scoring is a topic very close to his heart. Scott shared his insights on lead scoring’s evolution.
ABM Works If You Do Your Homework We’ve heard marketers say that account-based marketing doesn’t work or is even dying. The only thing that may die is the term because ABM will be the standard marketing practice in B2B. B2B marketers must figure out how to intelligently market to accounts if they want to thrive […]
2020 has been… Well, it’s been a bit of a dumpster fire. We kicked the year off with Australia literally on fire and somehow managed to continue to spiral. Even the 2020 Word of the Year award didn’t go as expected. The Oxford English Dictionary selected dozens. Doomscrolling, blursday, quarantini, and covidiots all made the […]
B2B marketing is hard, especially in 2020. You’re competing with a trifecta of black swans (pandemic, recession, and election) for attention, physical events evaporated, and every digital advertising platform seems to have changed their algorithms. You need to be where your audience is, and it takes twenty tools to be there. Now the executive […]
There are a lot of tools on the market that specialize in either engagement scoring or campaign attribution. While they serve two very different purposes, they rely on very similar data sets and demand a reasonable level of data hygiene. Even with the structural similarities, marketers are often forced to choose one investment over […]
Back in the Day Remembering back when I was a marketing intern (before “Marketing Ops” or “Revenue Ops” existed), we had two big systems to manage: Customer Relation Management (CRM) Marketing Automation Platform (MAP) Somehow, I got put in charge to administer both and was promoted to a Marketing Specialist. I remember sending […]
Determine Which Accounts are Engaging With Your Business An Account Engagement Score aggregates activity from all the people who are interacting with your company at the account level so you can understand and act on it. Ideally, you want to focus on high-value activity. For example, CaliberMind prioritizes companies that spend time on our product […]
Determine How Accounts Flow Through the Marketing and Sales Funnel An Account-Based Marketing (ABM) Funnel report determines the impact and effectiveness of an organizations’ ABM efforts, and conversion rates at each stage of the ABM funnel. The funnel stages of the ABM funnel are: Why You’d Use This Funnel The ABM funnel is used to […]
Identify The Hidden Opportunity In Your Customer Base A modern marketing organization actively practices ABM, meaning strategic “target accounts” have been researched and identified, and specific efforts are put into motion to turn those accounts into customers.