Enterprise IT / Featured Tech / Sales & Marketing

The AdRoll Guide to Account-Based Marketing

Account-Based Marketing (ABM) has become a popular term among Business-to-Business (B2B) marketers. The goal of ABM campaigns is quite simple: understand, identify, and target ideal customers with personalized messaging.

With AdRoll Prospecting, AdRoll Retargeting, and SendRoll, marketers can effectively reach potential customers throughout the marketing funnel—no matter what device they are on.

In this guide, we cover:

  • How to define your target accounts
  • Onboarding your CRM data with AdRoll
  • Using ABM to attract customers that will grow your business
  • How to measure the success of your ABM campaigns
  • And more!

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Enterprise IT / Featured Tech / Sales & Marketing

2017 State of B2B Marketing Content Consumption and Demand Report for B2B Marketers

The research report focuses on the delta between the active marketing personas researching marketing-related topics and the in-demand marketing personas that organizations are trying to acquire. Powered by the largest B2B-specific content syndication lead generation network on the web, NetLine’s first-party data offers a unique view into actual B2B content consumption activity and intent-based marketing audiences.

In the past year, 65% of lead generation campaigns excluded 17% of the active marketing audience, comprised of influencers outside the C-suite. NetLine’s analysis of the report identifies three important recommendations for key stages of content-based lead generation to increase pipeline development and revenue-driving opportunities, including:

  • content strategy
  • targeting strategy
  • nurturing strategy

Robert Alvin, CEO and Founder of NetLine Corporation, explains the importance of a 3-tiered approach, “Marketers are often focused on one specific stage within the greater marketing-to-sales funnel, leaving them uneducated on opportunities for optimization. We want to help marketers see the bigger picture by providing the data necessary to make smarter decisions to increase revenue potential and campaign ROI.”

The 2017 State of B2B Marketing Content Consumption and Demand Report features data driven insights to enable marketers to run more successful lead generation initiatives and acquire target prospects. Download the report today.

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