How Account Engagement Tools Can Upgrade Your Marketing Game
Account-based marketing (ABM) campaigns aim to increase engagement, revenue, and retention. But, without the tools to guide and measure these campaigns, these goals become more difficult to attain. We recently enlisted the help of a few experts to share their views on today’s B2B marketing landscape, the account engagement tool selection process, and how certain tools can optimize the customer journey.
During our December TMA roundtable, Brain Reed, Board Member and CMO of Now Secure, moderated a “tools talk” panel with Alex Rector, Marketing Director of VRC Investigations and Vanessa Porter, Director of Demand Gen (Security Business Unit) at VMware.
Which Account Engagement Tool is Right for You?
Before you buy, you need to ask yourself the question – what do we need to solve? Knowing the answer to this question is imperative in finding the right tools that will make the journey worthwhile. Too many companies focus on what they need to buy and end up selecting tools that don’t solve the initial problem. For example, database fatigue is one of the most common reasons why companies and marketing departments seek out account engagement tools. If a lot of the technology you use is siloed, it makes completing everyday tasks more mundane. Therefore, the solution would be to invest in account engagement tools that integrate with your company’s current set of tools.
At the end of the day, you want to make a decision that not only benefits your team and company as a whole, but you want to invest in tools that will allow you to better assist your customers. When considering what account engagement tools to invest in – rely on the advice from our experts:
- “The business should drive the technology not the other way around” – Vanessa Porter, Director of Demand Gen (Security Business Unit) at VMware
- “Make sure we’re adding value at every step of our business journey” – Alex Rector, Marketing Director of VRC Investigations