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Over the last few years, Account-Based Marketing (ABM) has revolutionized the B2B landscape by focusing on high-value accounts and delivering highly personalized, coordinated campaigns. However, diving headfirst into ABM without assessing your readiness can lead to missed opportunities and wasted resources, and for those teams already implementing ABM, it can leave you critically behind the curve. That’s where our ABM Assessment becomes invaluable. By providing a clear framework for evaluating your capabilities, it helps you either build or re-evaluate a strong foundation for success and offers insights to refine and optimize your strategies - ensuring you stay ahead in an increasingly, competitive market. Why use our ABM Assessment? The ABM Assessment isn’t just a checklist - it’s a strategic tool designed to align your team, streamline your processes, and identify areas for growth. It ensures that your organization is fully prepared to execute a targeted ABM strategy that delivers measurable results. By leveraging our Assessment, you can: Pinpoint strengths and weaknesses : Gain a clear understanding of where your team excels and where gaps exist in your current ABM approach. For seasoned ABM practitioners, this could mean uncovering opportunities to enhance existing campaigns or refine audience segmentation. Focus on high-impact areas : Prioritize efforts in areas that will drive the most significant results, such as account insights, content customization, or sales and marketing alignment. Even established programs benefit from revisiting these core areas to uncover untapped potential. Mitigate risks : Avoid common pitfalls that occur when launching or scaling ABM strategies without proper preparation or continuous evaluation. Align teams: Foster collaboration between Sales and Marketing, ensuring everyone is working toward shared goals. For teams already executing ABM, our Assessment can highlight ways to deepen alignment and improve communication. Key Benefits of our Assessment 1. Builds confidence across teams Using our quick Assessment provides clarity and direction, helping teams feel confident in their ability to execute ABM effectively. It creates a shared understanding of priorities, ensuring everyone - from leadership to frontline staff - is aligned. Even for experienced teams, this alignment can highlight overlooked opportunities and bring fresh energy to existing initiatives. 2. Drives better results The Assessment highlights opportunities to refine your approach, leading to improved engagement, higher conversion rates, and stronger ROI. Organizations that take the time to assess readiness often outperform those that rush into ABM without a plan. For those already active in ABM, it can fine-tune your strategy and reveal ways to achieve even greater impact. 3. Promotes agility ABM is not a static process. Regular use of our Assessment enables teams to adapt strategies as market conditions and account needs evolve. For teams with established programs, this adaptability ensures your ABM efforts remain cutting-edge and responsive to changes in your target accounts or industry trends. 4. Enhances resource allocation With limited resources, knowing where to focus is crucial. Our Assessment helps you allocate budget, time, and effort where they’ll have the greatest impact, reducing waste and maximizing efficiency. Even mature ABM strategies benefit from recalibrating resource allocation to reflect shifting priorities and new opportunities. Preparing for long-term success ABM is a journey, not a destination. By leveraging our Assessment, you’re investing in your team’s readiness and setting the stage for sustainable success. The insights it would provide, enable you to tackle challenges with confidence and focus on what truly matters - engaging the right accounts in the right way at the right time. For experienced ABM teams, it offers a way to evolve your strategy and maintain a competitive edge in an ever-changing marketplace. Final thoughts Jumping into ABM without preparation can be a costly mistake. Our ABM Assessment helps you avoid this by providing a structured, insightful approach to readiness. By using it to assess your capabilities and align your team, you’ll be better equipped to execute a winning ABM strategy. If you’ve already implemented ABM, our Assessment can elevate your current efforts and unlock new levels of success. Start your journey today by exploring our Assessment and unlocking the full potential of Account-Based Marketing. How to Get Started The ABM Readiness Assessment is accessible and easy to implement. For a detailed breakdown of how it works and actionable insights into assessing your readiness, visit our dedicated page here . This resource provides everything you need to evaluate your current state and start building a stronger ABM foundation. Whether you’re just starting or seeking to optimize an existing strategy, our Assessment is your roadmap to success. ABM Readiness Assessment

Oracle Eloqua has announced its next release, scheduled to roll out from February 1st to February 14th, 2025. This release introduces a range of new features and improvements designed to enhance user experience, streamline data management, and improve reporting capabilities. Here, we delve into the highlights of this release and what they mean for Eloqua users. Redwood experience enhancements The Redwood Experience, Oracle’s modernized and visually refreshed user interface, continues to evolve. Love it or not, this design framework is here to stay, and the latest updates aim to make it more intuitive and functional: Template manager for forms and segments:  Exclusively available in the Redwood Experience, this new feature allows users to efficiently manage templates for forms and segments, making it easier to maintain consistency across campaigns. Revamped shared lists and signature rules:  Shared lists and signature rules have been updated to provide better usability and flexibility, helping marketers work more efficiently. Enhanced navigation:  Folder path breadcrumbs have been introduced, allowing users to easily trace and navigate their location within the application. This improvement reduces time spent searching and enhances productivity. Improved contact record foldout:  The contact record foldout has undergone a significant update, now displaying more information at a glance. This enhancement minimizes the need for excessive scrolling and provides quick access to critical details, such as: Bounceback details for email deliverability issues. Redesigned preferences to simplify user settings. Campaign responses for better engagement insights. These updates collectively make the Redwood Experience a more powerful and user-friendly platform for marketing teams. Automated removal of unlinked Custom Object Records Managing Custom Object records is about to become more efficient. The option to delete unlinked Custom Object records, previously available only under controlled availability, will now be generally accessible. When enabled, this feature will automatically remove Custom Object records when their associated contact is deleted. This ensures: Improved data hygiene:  By eliminating orphaned records, your database remains clean and organized. Enhanced performance:  Maintaining recommended record counts contributes to faster system performance and reduced lag. This update is especially beneficial for organizations looking to optimize their data management processes. Reporting enhancements Oracle Eloqua has prioritized customer feedback in the development of its reporting capabilities. The 25A release introduces significant updates to help users gain deeper insights: Agent usage report:  A new addition to the Eloqua reporting module, this report provides detailed performance metrics for automated exports (Agents). Users can now monitor and optimize the effectiveness of these processes. Upgraded reporting API:  The Reporting API has been expanded with new endpoints and advanced aggregation capabilities. These enhancements enable developers and analysts to extract and analyze data more comprehensively, facilitating better decision-making. Export features Eloqua’s data management tools are receiving a much-anticipated upgrade with the integration of Custom Object data exports into the Data Import & Export section. This new feature simplifies the automation of Custom Object exports, allowing data to be seamlessly transferred to external storage solutions. Key benefits include: Streamlined workflows:  Automate routine data export tasks to save time and reduce manual effort. Flexibility:  Easily transfer data to preferred storage systems, enhancing compatibility with organizational infrastructure. Important note: Salesforce integration changes Oracle is officially retiring the native integration for Salesforce (SFDC) in November 2025. Organizations currently relying on this integration are advised to transition to the app-based Salesforce integration as soon as possible. The app-based integration offers improved functionality and greater compatibility with Salesforce’s evolving ecosystem. Action Required :  Begin planning your migration to the app-based integration now to avoid disruptions. Support Available:  If your organization requires assistance with this transition, our team is ready to help. Final thoughts The February 2025 release of Oracle Eloqua underscores Oracle’s commitment to enhancing user experience, optimizing data management, and providing actionable insights through improved reporting. These updates reflect a thoughtful response to user needs and evolving marketing challenges. By embracing these changes, organizations can stay ahead in their marketing operations and drive better results. For more information or if you require assistance with any of these updates, don’t hesitate to contact us ! Download the FREE whitepaper

Account-Based Marketing (ABM) is a powerful strategy for businesses aiming to target high-value accounts with personalized, highly relevant marketing campaigns. At the heart of successful ABM lies a deep understanding of the people within those target accounts. This is where persona creation plays a pivotal role. By developing detailed personas, businesses can align their messaging, content, and strategies with the specific needs and preferences of their ideal customers. In this article, we explore why persona creation is essential for ABM success and how it can transform your marketing efforts. What is a persona in ABM? In the context of ABM, a persona represents a semi-fictional profile of an ideal decision-maker or influencer within a target account. These personas are built using a combination of real-world data, market research, and insights from sales and customer interactions. Unlike traditional marketing personas, ABM personas are hyper-focused on the specific characteristics of individuals within high-value accounts, considering their: Job titles and roles Pain points and challenges Goals and objectives Buying behavior Preferred communication channels Key performance indicators (KPIs) Why persona creation is crucial for ABM Enables precise targeting ABM is inherently a highly targeted approach. Creating personas ensures that your marketing efforts are directed toward the right individuals within an account. By understanding who the key decision-makers and influencers are, you can tailor your outreach to resonate with their specific responsibilities and concerns. Enhances personalization ABM thrives on personalization. Generic messaging will not work when engaging high-value accounts. Personas provide the insights needed to create highly personalized content, such as emails, advertisements, and proposals. This level of customization makes your messaging more relevant and increases the likelihood of engagement. Improves alignment between Marketing and Sales One of the challenges in many organizations is the misalignment between marketing and sales teams. Persona creation helps bridge this gap by creating a shared understanding of the target audience. Both teams can collaborate more effectively, using personas as a reference point to align their efforts and strategies. Drives content strategy Understanding your personas’ pain points, goals, and preferred communication styles informs your content strategy. You can create assets such as whitepapers, case studies, webinars, and blog posts that directly address their needs. This ensures that your content resonates and adds value to the decision-making process. Facilitates multi-channel engagement Different personas may prefer different communication channels. For example, a Chief Marketing Officer (CMO) might favor detailed reports and case studies, while a Marketing Operations Manager might prefer quick, actionable insights. By creating personas, you can identify the right mix of channels and tailor your messaging accordingly. Increases ROI ABM campaigns are resource-intensive, and it is essential to ensure that every effort yields maximum return on investment (ROI). Persona creation reduces wasted efforts by focusing resources on activities that are most likely to engage and convert key individuals within an account. This precision helps improve overall campaign effectiveness and efficiency. Steps to create effective personas for ABM 1. Gather data Start by collecting data from a variety of sources, including: CRM systems Website analytics Customer interviews Feedback from sales teams Social media insights 2. Identify key roles in target accounts Determine who the decision-makers, influencers, and end-users are within your target accounts. Consider their hierarchy and the role each individual plays in the buying process. 3. Define characteristics For each role, outline specific characteristics, such as: Demographics: Age, location, education level Professional background: Job title, industry, years of experience Pain points: Challenges they face in their role Objectives: Their goals and how your solution aligns with them 4. Map the buyer’s journey Understand how each persona engages with your brand throughout the buyer’s journey. Identify touchpoints where you can provide value, from awareness to decision-making. 5. Validate and refine Regularly update your personas based on feedback from campaigns and interactions. Personas are not static and should evolve as you gain more insights. Final thoughts Persona creation is not just a foundational step in ABM; it is a strategic necessity. By understanding the individuals within your target accounts, you can craft personalized, impactful campaigns that drive engagement and deliver results. Taking the time to develop detailed personas can be the difference between a campaign that resonates and one that falls flat. Invest in persona creation to unlock the full potential of your ABM strategy and build stronger, more meaningful relationships with your most valuable accounts. Need some guidance? Contact us .

Even the best-crafted emails won’t yield results if they never make it to the recipient’s inbox. Poor deliverability and low engagement are common challenges, but they’re not insurmountable. Here are a few proven strategies to ensure your emails land where they’re meant to and resonate with your audience. Maintain a high-quality email list Your email list is the foundation of your email marketing strategy. Sending to outdated or irrelevant contacts harms your deliverability and reputation. Focus on quality over quantity: Use Double Opt-In:  Require subscribers to confirm their email address to ensure genuine interest. Regularly Clean Your List:  Remove inactive or invalid email addresses to maintain high engagement rates. Segment Your Audience:  Group contacts based on demographics, behavior, or preferences to send more targeted and relevant messages. Authenticate your emails with SPF, DKIM, and DMARC Email authentication protocols verify your identity as a sender and prevent your messages from being flagged as spam: SPF (Sender Policy Framework):  Authorizes which servers can send emails on your domain’s behalf. DKIM (DomainKeys Identified Mail):  Confirms that the email content hasn’t been altered in transit. DMARC (Domain-based Message Authentication, Reporting, and Conformance):  Provides instructions to email providers on how to handle messages that fail authentication. Properly implementing these protocols builds trust with email providers and boosts your sender reputation. Optimize your email content The content of your email significantly influences deliverability and engagement. Follow these best practices: Write clear subject lines:  Avoid spammy language like “Free,” “Limited Time,” or excessive punctuation. Include personalization:  Use recipient names or other details to create a tailored experience. Balance text and images:  Avoid overloading emails with images, and ensure all visuals have descriptive alt text. Use a clear call-to-action (CTA):  Guide recipients toward the next step with compelling and straightforward CTAs. Monitor your sender reputation Your sender reputation is a critical factor in determining whether your emails are delivered. Tools like Google Postmaster Tools and Sender Score can help you monitor and manage it. Key factors influencing your reputation include: Bounce Rate:  Keep it below 2% by maintaining a clean email list. Spam Complaints:  Reduce complaints by setting clear expectations during the sign-up process. Engagement Rates:  High open and click-through rates signal to email providers that your emails are valuable. Send emails at the right frequency and time Finding the perfect balance for email frequency is key to maintaining engagement: Don’t overwhelm subscribers:  Bombarding your audience with too many emails can lead to unsubscribes and spam complaints. Analyze open times:  Use analytics to identify when your audience is most likely to engage and schedule emails accordingly. Provide a seamless unsubscribe option While it may seem counterintuitive, making it easy to unsubscribe can improve your deliverability. Frustrated recipients who can’t easily opt out are more likely to mark your emails as spam, which damages your sender reputation. Test and optimize continuously Email marketing is not a set-it-and-forget-it strategy. Continuously testing and optimizing your campaigns is essential: A/B test subject lines and content:  Experiment with variations to see what resonates best. Monitor deliverability metrics:  Keep an eye on bounce rates, spam complaints, and open rates to identify and address issues. Refine segmentation:  Update audience segments as you gather more data on preferences and behavior. Keep up with email regulations Compliance with email marketing laws like GDPR, CAN-SPAM, and CASL isn’t optional. Non-compliance can lead to hefty fines and a tarnished reputation. Ensure your emails: Include clear consent from recipients. Feature an easy-to-find unsubscribe link. Provide accurate sender information. Engage with inactive subscribers Not all inactive subscribers are lost causes. Implement a re-engagement campaign to win them back: Send a re-engagement email:  Remind them of the value you provide and ask if they still want to hear from you. Offer an incentive:  A special offer or discount can rekindle interest. Remove persistently inactive users:  If re-engagement attempts fail, it’s better to remove them to improve deliverability metrics. Final thought Improving email deliverability and boosting engagement requires a strategic, multi-faceted approach. By focusing on building a high-quality email list, optimizing content, leveraging authentication protocols, and continuously monitoring performance, you can ensure your emails not only reach the inbox but also inspire action. Take these strategies to heart, and you’ll be on your way to achieving email marketing success.

Customer relationship management (CRM) systems, email marketing tools, content management systems (CMS), social media management platforms, ABM systems, marketing automation platforms... the list goes on... businesses have embraced a myriad of tools designed to optimize campaigns, analyze performance, and drive efficiency. However, as the number of marketing technologies continues to proliferate, a critical question arises: could we be reaching technology overload? The rise of Marketing Technology Over the past decade, the marketing technology (MarTech) landscape has exploded. According to industry studies, the number of available marketing tools has grown from a few hundred in the early 2010s to over 14,000 today. This rapid growth reflects the increasing demand for tools that help businesses: Automate repetitive tasks. Personalize customer experiences. Analyze and interpret vast amounts of data. Optimize campaign performance in real time. While these tools offer undeniable benefits, their sheer volume and complexity can present significant challenges for Marketing Operations teams. The challenges of technology overload Operational inefficiencies With an array of tools in place, managing integrations, data flows, and user access can become a logistical nightmare. Disconnected systems often result in data silos, duplicative processes, and inconsistencies that hinder productivity and decision-making. Increased costs Maintaining a sprawling tech stack can be expensive. Subscription fees, implementation costs, and ongoing training add up quickly, straining budgets and reducing ROI. Overwhelmed Teams Marketing Operations professionals are often tasked with learning, managing, and troubleshooting multiple platforms. This can lead to burnout, reduced efficiency, and difficulty focusing on strategic initiatives. Diminished productivity Instead of streamlining workflows, excessive tools can slow them down. Teams may waste valuable time switching between platforms, duplicating efforts, or resolving compatibility issues. Decision paralysis The abundance of options in the MarTech landscape can lead to indecision when selecting tools. Once tools are adopted, it’s often difficult to determine whether they are truly necessary or being used effectively. Strategies to combat technology overload Audit your tech stack Conduct a comprehensive audit of your existing tools. Identify: Redundant platforms that can be consolidated or eliminated. Tools that are underutilized or no longer align with business goals. Gaps in functionality that need to be addressed. This audit will provide clarity on what tools truly add value and where resources are being wasted. Align technology with strategy Every tool in your stack should serve a clear purpose that aligns with your overall marketing and business objectives. Before adopting new technologies, evaluate whether they: Solve a specific problem or meet a defined need. Integrate seamlessly with existing systems. Offer measurable ROI. Streamline integrations Invest in platforms that enable seamless integration and data sharing. Unified systems reduce the risk of silos and ensure that data flows efficiently between tools, enhancing productivity and decision-making. Prioritize training and adoption Ensure your team is equipped to use the tools at their disposal. Offer regular training sessions, create user-friendly documentation, and foster a culture of knowledge sharing. The more confident your team is in using the technology, the more value it will generate. Focus on scalability Choose tools that can grow with your business. Scalable solutions reduce the need for frequent replacements or upgrades, saving time and money in the long run. Set KPIs for technology usage Establish key performance indicators (KPIs) to measure the effectiveness of your tech stack. Monitor metrics such as tool adoption rates, time saved through automation, and ROI on individual platforms to ensure your investments are delivering value. Final thoughts While marketing technology has revolutionized the way B2B businesses operate, the risk of technology overload is real and growing. For Marketing Operations teams, balancing the benefits of advanced tools with the challenges of managing them is crucial. By auditing your tech stack, aligning tools with strategic goals, and prioritizing integration and training, you can overcome technology overload and unlock the full potential of your Marketing Operations. The goal is not to have the most tools but to have the right tools - those that empower your team to drive meaningful results and long-term success. Download our FREE whitepaper

Tasked with managing technology stacks, optimizing workflows, and analyzing data, Marketing Operations teams form the backbone of successful marketing strategies - they are the "unsung heroes of B2B success". Yet, despite their critical role, demonstrating the value of Marketing Operations remains an uphill battle. Let's explore why proving their value is so challenging, why it is so vital to business success, and actionable strategies to address these challenges. Why is demonstrating the value of Marketing Operations so difficult? Intangible contributions Marketing operations often work behind the scenes, ensuring systems run smoothly, data remains clean, and campaigns are executed efficiently. Unlike sales teams, whose contributions are directly tied to revenue, marketing operations' impact is often indirect and harder to quantify. Complex attribution The B2B customer journey involves multiple touchpoints, including email campaigns, webinars, and sales calls. Attribution models struggle to credit marketing operations for their role in enabling and optimizing these touchpoints, making it difficult to tie their efforts directly to outcomes. Lack of awareness Marketing operations' work can be highly technical and specialized, often going unnoticed by leadership teams. Without clear communication, decision-makers may undervalue or misunderstand the strategic importance of marketing operations. Overemphasis on tools Many organizations focus more on the tools marketing operations deploy rather than the outcomes these tools drive. This tool-centric mindset obscures the strategic value that marketing operations bring to the table. Evolving metrics As marketing evolves, so do its metrics. Marketing operations must navigate shifting priorities, from lead volume to account engagement, which can make consistent value demonstration difficult. Why is demonstrating value so crucial? Failing to demonstrate value can lead to underinvestment, stagnation, and misalignment. Conversely, showcasing the importance of marketing operations yields significant benefits: Secures leadership buy-In :  When leadership understands the ROI of marketing operations, they are more likely to allocate resources for technology, talent, and innovation. Enhances collaboration :  Highlighting value fosters alignment across marketing, sales, and other departments, leading to better outcomes. Drives continuous improvement :  Demonstrating value emphasizes the need for optimization, fostering a culture of continuous improvement. Justifies investments :  By showcasing how marketing operations contribute to revenue and efficiency, teams can advocate for new tools and initiatives. 5 Suggestions for demonstrating the value of Marketing Operations 1. Develop clear metrics and KPIs Define and track metrics that align with business goals. These might include: Pipeline Contribution:  Demonstrate how marketing operations optimize lead generation and conversion. System Uptime:  Highlight the reliability of marketing platforms. Campaign Performance:  Show how automation and data-driven insights improve outcomes. By connecting these metrics to revenue and efficiency, you can clearly articulate the value of your efforts. 2. Leverage reporting dashboards Use visual dashboards to make data accessible and digestible for stakeholders. Tools like Tableau, Power BI, or HubSpot can help create real-time reports that: Showcase campaign performance. Highlight areas of operational efficiency. Compare past and present performance to demonstrate progress. Visualizing success makes it easier for stakeholders to grasp the impact of marketing operations. 3. Tell a story with data Numbers alone aren’t enough. Combine data with compelling narratives to contextualize your contributions. For instance: Explain how cleaning up data improved lead quality. Illustrate how implementing a new CRM feature streamlined workflows and saved time. Share specific examples of how marketing operations enabled a successful campaign. Stories make your value relatable and memorable. 4. Foster cross-department collaboration Work closely with sales, IT, and other departments to showcase your impact on broader business objectives. Examples include: Aligning with sales to improve lead handoff processes. Collaborating with IT to ensure seamless platform integration. Highlighting cross-functional successes underscores your strategic importance. 5. Regularly communicate achievements Schedule regular updates with stakeholders to: Share progress on key initiatives. Present wins and lessons learned. Discuss plans for future improvements. Consistent communication keeps marketing operations top of mind and reinforces their value over time. Final thoughts By addressing the unique challenges of quantifying contributions, adopting clear metrics, leveraging storytelling, and fostering collaboration, marketing operations can solidify their role as a strategic driver of success. Demonstrating the value of Marketing Operations is not just about securing recognition - it’s about ensuring the continued growth and efficiency of the business. Download our FREE Whitepaper

Account-Based Marketing (ABM) has revolutionized how B2B companies approach high-value accounts, promising increased ROI, shorter sales cycles, and stronger customer relationships. However, despite its potential, one challenge consistently stands out as the greatest barrier to success: Team alignment - particularly between sales and marketing. Without alignment, even the best ABM strategies will falter. In this article, we’ll delve deeply into the importance of team alignment, explore why it’s such a challenge for B2B companies, and offer actionable solutions to ensure your teams work in harmony and remain motivated throughout your ABM initiatives. Why team alignment is crucial for ABM success ABM requires a high degree of collaboration because it focuses on engaging a carefully curated list of high-value accounts. Unlike traditional marketing, which casts a wide net, ABM demands: Shared responsibility for results. Unified messaging tailored to specific accounts. Seamless handoffs and communication between sales and marketing. When teams are aligned, the result is a powerful synergy where sales and marketing amplify each other’s efforts. This leads to: Higher ROI :  Coordinated efforts reduce wasted resources and increase the likelihood of conversions. Better customer experiences :  A consistent, personalized journey builds trust and credibility. Faster sales cycles :  Clear collaboration ensures prospects move smoothly through the funnel. Conversely, misalignment can lead to missed opportunities, conflicting messaging, and strained relationships within teams. The root causes of team misalignment Differing objectives :  Marketing teams are often measured on lead volume, while sales teams focus on revenue and deal closure. These conflicting KPIs create friction. Lack of communication :  Without regular interaction, teams operate in silos, leading to disjointed strategies. Inconsistent data :  Misaligned data sources or inaccurate information can result in wasted efforts and mistrust between teams. Role confusion :  Unclear boundaries about responsibilities in the ABM process can cause duplication or neglect of crucial tasks. Cultural differences :  Teams may have different priorities, workflows, or even tools, making it harder to collaborate effectively. How to solve team misalignment in ABM Establish shared goals and metrics Start by defining what success looks like for your ABM strategy. Align sales and marketing on metrics such as: Account engagement rates. Pipeline contribution. Revenue generated from target accounts. Replace siloed KPIs with shared performance dashboards to foster accountability and transparency. Create a joint account selection process Selecting target accounts should be a collaborative effort. Use a blend of data-driven insights and input from both teams to: Identify high-value accounts. Prioritize accounts based on fit and readiness. Tools like predictive analytics platforms and intent data providers can help streamline this process. Implement regular communication cadence Schedule regular touchpoints between sales and marketing, such as: Weekly stand-ups to discuss account progress. Monthly strategy sessions to review ABM performance. Shared Slack channels or collaborative tools to ensure constant communication. Encourage open dialogue to address challenges quickly and build trust. Invest in the right technology Technology can bridge gaps between sales and marketing by enabling better collaboration. Key tools include: CRM systems :  To provide visibility into account activity. Marketing automation platforms :  For personalized outreach. ABM platforms :  To align efforts and measure impact. Ensure both teams are trained on these tools to maximize their effectiveness. Define roles and responsibilities clearly Map out the ABM workflow and clarify who owns each stage of the process. For example: Marketing can focus on crafting account-specific content and driving initial engagement. Sales can handle personalized outreach and lead nurturing. Having clear ownership reduces duplication of efforts and ensures accountability. Celebrate wins together Recognize and reward successes to keep both teams motivated. Whether it’s closing a high-value deal or achieving a significant milestone, celebrating together reinforces collaboration. Consider creating team-wide incentives tied to ABM goals, such as: Revenue generated from ABM accounts. Percentage of target accounts engaged. Customer retention rates. Provide ongoing training Offer regular workshops to help both teams stay aligned on ABM best practices. Training topics might include: Understanding account personas. Leveraging data for personalized outreach. Effective cross-team communication strategies. Ensuring team happiness throughout the ABM journey While addressing misalignment is critical, maintaining team morale is equally important. Here’s how you can keep your teams happy and engaged: Foster a culture of collaboration Encourage cross-departmental relationships :  Create opportunities for informal interactions, such as team lunches or joint brainstorming sessions. Promote empathy :  Help teams understand each other’s challenges and pressures by shadowing roles or attending each other’s meetings. Provide Resources and Support Offer adequate resources :  Ensure teams have the budget, tools, and time they need to execute their parts of the ABM strategy. Seek feedback regularly :  Conduct surveys or one-on-one check-ins to understand pain points and address concerns proactively. Emphasize Work-Life Balance Avoid overloading teams with unrealistic expectations or excessive workloads. Prioritize quality over quantity when setting goals. Recognize effort, not just outcomes, to show appreciation for hard work. Final thoughts Achieving team alignment for ABM success isn’t easy, but it’s essential. By addressing misalignment at its root and fostering a culture of collaboration, your sales and marketing teams can work as a cohesive unit, delivering exceptional results. Remember, ABM isn’t just a strategy; it’s a mindset that thrives on shared vision and mutual respect. With the right processes, tools, and a focus on team happiness, your organization can unlock the full potential of ABM and build stronger relationships with your most valuable accounts. Download our FREE whitepaper

Understanding how marketing efforts influence buyer behavior is critical in today’s complex B2B landscape. For Smurfit Westrock, a global packaging leader, the challenge lay in accurately tracking marketing performance and justifying budget allocations. Historical decisions and anecdotal feedback drove marketing investments, leaving significant gaps in data-driven decision-making. This article covers how Sojourn’s tailored marketing attribution solution transformed their approach. The challenge: Bridging the attribution gap Smurfit Westrock faced several hurdles in their marketing attribution journey. A significant issue was the inability to validate the impact of marketing campaigns on revenue generation. Without robust tools and processes, the marketing team struggled to connect specific campaigns and channels to tangible business outcomes. This lack of visibility made it difficult to allocate budgets effectively or prioritize initiatives. Additionally, siloed and inefficient systems exacerbated the problem. Salesforce, for instance, was underutilized, with poor contact role usage against opportunities. Meanwhile, Eloqua’s Contact-Level Reporting (CLR) introduced blind spots in data, further limiting insights into channel performance. These systemic issues resulted in marketing strategies that relied heavily on anecdotal evidence rather than data-driven insights. To make matters even more challenging, the sales and marketing teams were not operating in harmony. The large, decentralized sales organization functioned independently - limiting marketing’s ability to influence outcomes and optimize strategies. The absence of actionable insights compounded the difficulty, leaving key metrics like channel ROI and campaign influence unmeasured and unoptimized. Our solution: A tailored marketing attribution framework To address these challenges, Sojourn developed and implemented a comprehensive marketing attribution solution tailored specifically to Smurfit Westrock’s needs. The first step was integrating data from multiple sources, including website tracking, offline events, marketing automation identity resolution, and CRM order data. This integration created a unified attribution database that provided a more complete view of the buying journey and marketing performance. Custom channel definitions were established to ensure accurate tracking and reporting. UTM parameters had been optimized for some time and now were categorized to align with Smurfit Westrock’s unique requirements. This customization allowed for greater precision in measuring the performance of individual channels and subchannels. In addition to these technical solutions, Sojourn introduced advanced analytics and delivered a monthly service to analyze marketing performance across various buying stages for each division. These insights informed strategic recommendations, enabling Smurfit Westrock to focus on high-impact areas and implement a roadmap for continuous improvement. Visualization was a critical component of the solution, with dashboards built in Looker Studio. These dashboards provided an accessible way for teams to interpret data, identify performance gaps, and take targeted action. Example dashboards Key results and outcomes The impact of this tailored solution was significant: Identified marketing gaps by division : Insights revealed opportunities to improve channel performance, target buying group members earlier in their journeys, and refine segmentation strategies. Cost savings : Smurfit Westrock realized savings of $250,000 in FY24. This was achieved by implementing a customized attribution solution rather than investing in a productized tool, which would have required additional implementation costs and a dedicated data analyst. Enhanced buyer journey understanding : The solution provided a deeper understanding of the buyer journey, allowing Smurfit Westrock to align marketing strategies with revenue goals more effectively. Actionable dashboards : The introduction of accessible dashboards empowered various marketing teams to collaborate more closely, fostering a shared understanding of performance metrics and strategic priorities. Insights for continuous improvement Throughout the project, several key learnings emerged. One critical insight was the importance of evolving attribution reporting to address blind spots and meet changing business needs. Regular engagement with stakeholders was essential in ensuring that the solution remained relevant and actionable. Another lesson was the necessity of pairing attribution solutions with ongoing analytics support. Attribution alone cannot drive results; it must be complemented by expert analysis to translate data into strategic actions. Cultural and understanding challenges also had to be addressed. Establishing a shared understanding of key metrics, such as the distinction between lead-level and touchpoint reporting, required consistent communication and education. The project also highlighted the value of visualization in gaining stakeholder buy-in. Visual representations of the buyer journey proved instrumental in helping both strategic and operational stakeholders understand and support the attribution solution. For detail-oriented team members, an architecture diagram and glossary were essential tools for clarity and alignment. Future enhancements: A path forward While the solution delivered significant improvements, opportunities for further refinement remain. Funnel optimization dashboards could provide deeper insights into conversion rates, equipping sales and marketing teams with tools to collaborate on improving performance. Advanced forecasting tools could help predict the impact of customer journey gaps on future pipeline and revenue metrics. Updating end-market dashboards to track engagement and audience growth is another potential enhancement. These updates would ensure that the solution continues to evolve alongside Smurfit Westrock’s needs, delivering sustained value over time. A collaborative success story This Smurfit Westrock case exemplifies the transformative power of a tailored marketing attribution solution. By addressing specific challenges and integrating data across systems, Sojourn enabled the company to transition from anecdotal decision-making to a data-driven strategy. The cost savings, improved insights, and enhanced collaboration between divisional marketing teams underscore the solution’s effectiveness. For businesses looking to optimize their marketing efforts and align strategies with measurable outcomes, a customized attribution framework is a game-changer. Smurfit Westrock’s success story serves as a compelling example of what’s possible with the right approach to marketing attribution. The benefits of integrating AI with your Marketing Operations

Smurfit Westrock , which operates in 40 countries with 100,000+ employees, is a global leader in sustainable paper and packaging solutions. The B2B company has grown over the years both organically and by acquisition. While Sojourn Solutions has been helping Smurfit Westrock transform its marketing operations since 2017, a primary focus of the last 3 years has been on lead management. We recently spoke with Hee Suk Ko , Director of Enterprise Marketing for Smurfit Westrock, about the company’s lead management challenges, and how they were tackled. What follows is an excerpted version of that conversation:  What were the biggest challenges Smurfit Westrock faced around lead management? Ko: Our primary challenge was limited visibility into lead progression through the funnel. Previously, leads would be handed off to sales without a unified process for follow-up or optimization of the lead-to-conversion process. While certain divisions and teams may have had more mature processes, holisitically, we lacked comprehensive visibility to share learnings and improve our lead quality, lead velocity and closed/won deals.  What was the impact of that previous lead management process on (1) the relationship between marketing and sales, and (2) the customer experience?  Ko: The lack of visibility resulted in inconsistency in both the relationship between marketing and sales and in the customer experience. Some sales team members were eager to receive leads regardless of quality, while others might disregard leads they deemed insufficient. This disparity created misalignment in the customer experience where marketing communications often failed to align with the actual buyer journey and sales interactions. What needed to change?  Ko: We needed to standardize our approach and definitions regarding lead quality and scoring across the organization. Despite having a unified CRM, its usage and data quality were inconsistent. We had to develop a formal framework for lead quality and scoring and streamline the process for sales to follow up on leads, ensuring we – both marketing and sales – could track whether leads were accepted or not as well as their dispositions.  How did you go about working with Sojourn to gain more visibility into the customer journey? Ko: We began by consolidating data from our CRM and marketing automation platform to create initial enterprise marketing attribution dashboards. We then focused on standardizing the definition of a marketing qualified lead (MQL) and tracking key metrics such as MQL acceptance rates, contact rates, and conversion opportunities with each business unit and corresponding sales leaders.  This process evolved into a more holistic approach, incorporating data from additional sources like our web analytics platform and internal financial systems to enrich our understanding of our prospects and customers.  Note from Sojourn:   Smurfit Westrock’s Eloqua-Salesforce integration was updated to match its current business needs (each campaign response would create a new Lead (MQL) in Salesforce.).  The work included changing the lead model, lead assignments, and adding new fields for Lead/Opportunity objects to the integration, and adjusting the sync'd campaign fields.  Overall, these changes meant giving Sales greater context into Leads, and more rich data being available for Marketing to use in segmentation and scoring.  How did these changes impact how marketing and sales worked together? Ko: The improved visibility has fostered a more collaborative approach between marketing and sales. We’re now more intentional and data-driven in our resource allocation for external activities such as trade shows and campaigns. Collectively, we have a better understanding of our customers’ buying journeys, which allows us to identify gaps, improve channel performance, and optimize our targeting. This improved visibility ultimately drives better orchestration, engagement, and conversion rates.  What changes were made with your technology infrastructure and data? Ko: We enhanced our existing CRM-marketing automation platform integration to provide sales with more comprehensive and up-to-date lead information relevant to their division and end market segments. We implemented a contact validation tool and a thorough data cleanup process. Additionally, we optimized our form fields to ensure sales had sufficient information to effectively evaluate and follow up on leads. While we have made great improvements, we recognize that this is an iterative process as we introduce new data sources, technologies, and teams.  Note from Sojourn:  We created dashboards to analyze marketing's influence on revenue, while allowing analysis of channel, buyer role, and buyer journey.  All analysis is split by division giving insight into regional/solution and product differences. Sojourn's recommendations have covered:  (1) optimization of targeting by buyer role in the buying group, (2) optimization of segmentation, including earlier identification of contacts and increasing use of automation to manage contacts across the buying group, (3) optimization of channels, including which channels to prioritize because of their impact on pipeline and revenue. What have been the main benefits of the transformation? Ko: Tangibly, we’ve achieved significant cost and time savings that will compound over time. We now have greater visibility into the buyer journey and marketing influence, all while tracking conversion rates by division to have more informed decision-making conversations with our sales leaders. This improved visibility has also built trust in our data as well as within marketing and sales relationships, both of which were previously lacking and/or inconsistent across teams.  Marketing and sales teams now engage in data-informed conversations about lead prioritization and lead allocation. There’s been a cultural shift, with a heightened appreciation for lead management and tracking capabilities. The ability to have a 360-degree view of customers has become increasingly valuable, especially as we continue our focus on first-party data and consider factors beyond just closing deals, such as payment behavior and cross-selling opportunities. Note from Sojourn: $250K cost savings in FY24 when compared to implementing a productized attribution tool. 85% reduction in event data processing time (7 days reduced to 24 hours), thus speeding up follow-up emails and sending more timely, relevant communications. Open and click through rates improved 14.78% and 17.80% respectively, showing a positive trend in email engagement. What capabilities has Sojourn contributed to Smurfit Westrock? Ko: Sojourn brings two critical areas of expertise: 1. technical knowledge of our tools, integrations, and backend systems and 2. a strategic partnership that understands the nuances of our organization. Our day-to-day partners at Sojourn have been able to adapt to our needs, provide best practices, and offer insights from their consultative experiences while recognizing our unique challenges and requirements at Smurfit Westrock to build authentic relationships internally with sales and externally with our customers.  Learn more about how Sojourn Solutions can help improve your   Marketing Operations  - or feel free to   reach out  to us today.

In the world of B2B, few metrics have dominated marketing conversations as much as the Marketing Qualified Lead (MQL). For years, MQLs have been the primary yardstick used to gauge the effectiveness of marketing teams. But as the business landscape evolves, the utility and relevance of MQLs are increasingly being called into question. Are MQLs still the gold standard for marketing measurement, or is it time for a shift? The rise of the MQL MQLs emerged as a cornerstone metric in the early days of digital marketing. With the advent of marketing automation platforms, marketers could track website visits, form submissions, and email engagement. These interactions were scored and ranked, creating a quantifiable way to determine a prospect's likelihood to become a sales opportunity. This approach was revolutionary at the time. It gave marketing teams a measurable way to demonstrate their contribution to the sales pipeline, creating alignment between marketing and sales goals. However, as marketing and sales strategies have matured, cracks in the MQL-centric model have begun to show. The limitations of MQLs While MQLs remain a useful tool, they have significant limitations, particularly in a complex B2B buying environment: Focus on quantity over quality The traditional MQL model often prioritizes generating a high volume of leads over nurturing high-quality prospects. This can result in marketing teams chasing vanity metrics that inflate lead counts but fail to deliver meaningful revenue outcomes. Misalignment with Sales One of the most common complaints from sales teams is that MQLs don’t always translate into Sales Qualified Leads (SQLs) or closed deals. A lead’s engagement with a piece of content doesn’t necessarily indicate buying intent, leading to friction between marketing and sales teams. Outdated buyer journeys Modern B2B buyers conduct extensive research independently before engaging with a vendor. They may interact with a company’s content multiple times before showing any intent to purchase. The linear buyer journey that the MQL model assumes is no longer applicable in today’s multi-touch, multi-channel landscape. Lack of revenue accountability MQLs measure marketing’s ability to generate interest but don’t account for the ultimate goal: revenue. Relying solely on MQLs can obscure whether marketing efforts are driving actual business outcomes. Alternative metrics to consider To address the limitations of MQLs, many B2B organizations are shifting their focus to metrics that better reflect the realities of modern marketing. Here are some alternatives: Pipeline contribution Rather than tracking MQLs, measure marketing’s contribution to the sales pipeline. This metric focuses on the total value of opportunities that marketing efforts have influenced, offering a more direct link to revenue. Revenue attribution Revenue attribution models—such as first-touch, last-touch, or multi-touch—help connect marketing activities to closed deals. This approach ensures marketing’s impact on revenue is accurately represented. Account-based metrics For organizations adopting account-based marketing (ABM) strategies, metrics like account engagement, pipeline velocity, and account conversion rates are more relevant than MQLs. These metrics emphasize targeted efforts over broad lead generation. Customer lifetime value (CLV) Focusing on CLV encourages marketing teams to prioritize quality over quantity. By targeting prospects likely to become long-term customers, marketing can align more closely with the overall business strategy. The role of MQLs in a modern marketing strategy Does this mean MQLs should be abandoned entirely? Not necessarily. When used in conjunction with other metrics, MQLs can still provide valuable insights. The key is to view MQLs as part of a broader measurement strategy rather than the sole indicator of success. For example, MQLs can be a useful early-stage metric for tracking lead generation and engagement. However, they should be complemented by metrics that measure pipeline progression, deal velocity, and revenue impact. This approach ensures a more holistic view of marketing’s contribution to business outcomes. Building a modern marketing measurement framework To move beyond MQLs, B2B marketers should consider the following steps: 1. Align marketing and sales goals Collaborate with sales to define what constitutes a qualified lead, opportunity, and closed deal. Ensure both teams agree on metrics and workflows. 2. Implement advanced attribution models Invest in tools and platforms that enable advanced attribution modeling. This will provide a clearer picture of how marketing activities influence the buyer’s journey. 3. Adopt account-based strategies For B2B organizations targeting enterprise clients, ABM metrics often provide a more accurate measure of success than traditional lead-based metrics. 4. Focus on revenue and retention Shift the focus from lead volume to revenue growth and customer retention. Metrics like pipeline contribution and CLV emphasize long-term value over short-term wins. Final thoughts While MQLs have played a significant role in the evolution of B2B marketing, they are no longer sufficient as a standalone metric. The modern marketing landscape demands a more nuanced approach that aligns with today’s complex buyer journeys and revenue-driven objectives. By complementing MQLs with metrics like pipeline contribution, revenue attribution, and account-based engagement, B2B marketers can build a measurement framework that drives meaningful business outcomes. The question isn’t whether marketing should be measured by MQLs but how MQLs fit into a more comprehensive strategy for success. The future of marketing measurement lies in embracing metrics that reflect the full scope of marketing’s impact on the business... Download the FREE whitepaper now!

Account-Based Marketing (ABM) platforms and Marketing Automation Platforms (MAPs) are two essential tools that, when integrated, can help marketers achieve unparalleled success. By combining the strategic focus of ABM with the scalability and efficiency of MAPs, organizations can deliver highly personalized and targeted campaigns at scale. This article explores the key benefits of integrating these platforms and how they can transform your marketing efforts. Why integrate ABM and MAPs? The integration of ABM and MAPs creates a synergistic effect, amplifying the strengths of each platform. Here are the top benefits: Enhanced personalization at scale ABM platforms focus on delivering highly personalized experiences to specific accounts, but scaling this personalization can be challenging. MAPs bridge this gap by automating personalized outreach across multiple accounts and channels, ensuring consistency without sacrificing quality. Example:  Automate email campaigns tailored to individual stakeholders within target accounts, delivering relevant content at the right time. Improved targeting and segmentation ABM platforms identify and prioritize high-value accounts, while MAPs provide robust segmentation tools. When integrated, these capabilities allow marketers to create hyper-targeted campaigns based on account characteristics, behavior, and buyer journey stages. Example:  Segment accounts by industry, company size, or engagement level, and deliver tailored messaging to each group. Streamlined sales and marketing alignment One of ABM’s core principles is the alignment of sales and marketing efforts. By integrating MAPs, both teams gain access to a unified data source that provides real-time insights into account activity, engagement, and readiness to buy. Example:  Notify sales teams immediately when a key stakeholder engages with high-value content, enabling timely and informed follow-ups. Data-driven decision making MAPs offer robust analytics and reporting capabilities that complement ABM strategies. The integration provides a comprehensive view of campaign performance, allowing marketers to identify what’s working and refine their approach. Example:  Use MAP analytics to track engagement metrics for ABM campaigns and adjust strategies based on real-time data. Increased efficiency and ROI Manual tasks associated with ABM can be time-consuming and resource-intensive. MAPs automate these processes, freeing up your team to focus on strategic initiatives and reducing the cost per acquisition. Example:  Automate repetitive tasks such as lead nurturing and reporting, enabling your team to focus on building deeper relationships with key accounts. Common challenges and how to overcome them Integration complexity: Integrating ABM platforms and MAPs can involve significant technical challenges, including data synchronization, platform compatibility, and configuration. To overcome this, work with experienced partners or vendors to ensure a seamless integration process. Additionally, invest in training for your team to maximize the use of both platforms. Data silos: Poor data integration can result in fragmented insights, leading to inconsistent messaging and missed opportunities. To address this, invest in tools that facilitate seamless data synchronization between platforms. Implement regular data audits to ensure accuracy and consistency, enabling a unified view of accounts and interactions. Team alignment: Misalignment between marketing and sales teams can hinder the success of integrated ABM and MAP strategies. To bridge this gap, establish shared goals and KPIs that both teams can rally around. Schedule regular cross-functional meetings to foster collaboration, ensure transparency, and maintain momentum. Resource intensity: Personalized ABM campaigns can demand significant time and effort, especially when scaling across multiple accounts. Automation can alleviate some of this burden, but it’s important to strike a balance between automation and genuine personalization. Prioritize high-impact accounts to focus resources where they will deliver the greatest ROI. Measuring success: Defining and tracking the right metrics can be challenging. Traditional marketing metrics may not fully capture the impact of ABM strategies. Overcome this by focusing on account-specific KPIs such as engagement levels, deal velocity, and account-based revenue. Leverage MAP analytics to provide detailed insights and regularly refine your approach based on performance data. Final thoughts Integrating Account-Based Marketing platforms with Marketing Automation Platforms unlocks new levels of efficiency, personalization, and alignment. By combining the strategic targeting of ABM with the scalability of MAPs, businesses can create impactful campaigns that drive meaningful results. Whether you’re aiming to increase engagement, shorten sales cycles, or enhance ROI, this integration is a game-changer for modern B2B marketing. Contact us today and start integrating your ABM and MAP strategies to stay ahead in the competitive B2B landscape. The benefits are clear: greater efficiency, stronger alignment, and a more personalized approach to engaging high-value accounts.

As we look to the future, AI-driven marketing strategies, next-generation marketing operations, and the integration of AI with emerging technologies will shape the marketing landscape. By staying ahead of these trends and embracing ethical AI practices, businesses can ensure that their marketing operations remain effective, adaptable, and customer-centric.  But what trends are going to be at the forefront of this revolution? Here are our thoughts: AI-Driven Marketing Strategies As AI continues to evolve, businesses will increasingly rely on AI-driven marketing strategies. These strategies leverage advanced AI algorithms and models to optimize every aspect of marketing, from customer segmentation and targeting to content creation and campaign management. AI-driven marketing strategies enable businesses to achieve greater precision, efficiency, and effectiveness in their marketing efforts. Tip: Where are your biggest pain points? Discuss with your teams and prioritize to most effectively build AI-driven strategies into your marketing plans. Next-Generation Marketing Operations The future of marketing operations will be characterized by the integration of AI and other emerging technologies. Businesses will adopt advanced AI-powered tools and platforms that offer real-time insights, automated processes, and personalized customer interactions. These next-generation marketing operations will enable businesses to stay ahead of the competition and deliver exceptional customer experiences. Tip: Before making any new investments, identify and document the AI capabilitities within your existing tools and platforms. This will provide you with the insights to not only drive more value from your existing stack, but align new tools and platforms to gaps vs creating overlaps.  Continuous Innovation The pace of innovation in AI and marketing technologies will continue to accelerate. Businesses must stay abreast of the latest developments and be prepared to adopt new tools and techniques. By fostering a culture of continuous innovation, businesses can ensure that they remain at the forefront of marketing technology and maintain a competitive edge. Tip: To foster a culture of continuous innovation, consider introducing a Center of Excellence model where a team - or teams - is/are empowered to "move fast and break things." Trying to weave "continuous innovation" into daily operations tends to lead to confusion, frustration, and ultimately, lack of adoption.  Ethical AI and Responsible Marketing As AI becomes more pervasive in marketing operations, ethical considerations are gaining prominence. Businesses must ensure that their AI-driven marketing practices are transparent, fair, and respectful of customer privacy. Adopting ethical AI principles and promoting responsible marketing practices will be essential for building trust and maintaining a positive brand image. Tip: Clear, consistent communication within your employee experience is critical to success here. Integration of AI with Emerging Technologies The integration of AI with other emerging technologies, such as the Internet of Things (IoT), blockchain, and augmented reality (AR), opens up new possibilities for marketing operations. These technologies will enable businesses to create immersive and interactive customer experiences, enhance data security, and optimize marketing processes. By exploring these synergies, businesses can unlock new opportunities and drive innovation in their marketing efforts. Tip: A "crawl, walk, run" approach tends to be the most successful here - in other words, assess your Marketing Operations maturity to ensure you have a solid foundation with which to proceed.    Final thought... AI is poised to revolutionize marketing operations, and businesses that invest in AI integration today will be well-positioned to lead in the future – speak to us today and find out how we can help your Marketing Operations prove the value of marketing!