Sootra Consulting’s Post

📣 Have you heard the news? We’re excited to introduce ABM Performance, our latest innovation to help B2B marketers bridge the gap between #marketing and #sales. Did you know that LinkedIn estimated $1 trillion in revenue is lost annually due to a lack of coordination between sales and marketing?💡 ABM Performance Insights is here to change that. With real-time tracking, Salesforce integration, and seamless connections to tools like 6sense, Bombora, and Demandbase, our solution delivers 360° insights into account engagement, performance metrics, and ROI. Get the full scoop and see how this is changing the #ABM game.👇 https://bit.ly/4jsBAfE

With marketing teams stretched thin and budgets tighter than ever, how do you make every dollar count in FY25? At MarketOne, we’ve seen first-hand how strategic outsourcing transforms marketing efficiency, helping global B2B brands scale ABM programs, optimize nurture streams, and fuel high-quality lead generation. Industry research shows companies leveraging strategic partnerships see significant gains in both sales productivity and marketing effectiveness—it’s not just about cost savings; it’s about driving better results. As you plan for FY25, consider these priorities: - Align with Business Goals: Ensure marketing initiatives directly support your company’s key objectives. - Focus on High-ROI Channels: Invest in platforms that deliver measurable results aligned with audience behavior. - Maximize Team Strengths: Let your team focus on strategy while outsourcing specialized tasks to trusted partners. - Leverage Strategic Outsourcing: Offload non-core tasks to enhance efficiency and impact. Considering how to enhance your team’s efficiency and results for FY25? https://lnkd.in/evVSEmJV Let’s connect to explore how strategic outsourcing can streamline your demand generation efforts—from ABM to sales development. #B2BMarketing #DemandGeneration #FY25Planning #ABM #MarketingStrategy

🚀 The New Rules for B2B Marketing and Sales Alignment in the Echoverse The B2B buyer journey is more fragmented than ever, driven by an “echoverse” of touchpoints—from AI agents to user-generated content. Traditional lead-centric models can’t keep up. To thrive in this dynamic landscape, B2B marketers must: 👉 Shift from lead generation to opportunity-driven engagement 👉 Leverage first-party customer data for real-time insights 👉 Embrace distributed marketing to scale personalized campaigns effortlessly Tools like Oracle Eloqua Guided Campaigns and Unity Customer Data Platform empower teams to unify around the customer, creating seamless, data-driven experiences that drive growth. The future of sales and marketing isn’t just alignment—it’s unification. Let’s break silos and focus on the entire buying group, together. Learn how Oracle can help you navigate the echoverse with agility and precision. https://lnkd.in/dCkNeEHx #B2BMarketing #SalesAlignment #OracleEloqua #CustomerData #MarketingInnovation

🔗 LinkedIn is integral for B2B marketers to build brands and win leads, but converting those leads into loyal customers requires integrated tools. Data transfers between different MarTech tools can be tricky, leading to missed opportunities. 📉 Siloed data affects personalization and profitability. Companies with aligned sales and marketing systems grow faster and are more profitable. Discover how to fix your MarTech stack and stop losing leads here: https://lnkd.in/eRBBaA79 #LinkedInMarketingBlog

The 2024 ABM Execution checklist that most marketers are ignoring. First, ABM Program≠ Lead Generation B2B Marketing ≠ Form fills B2B Sales ≠ SQLs Here are some crucial checklists for a successful ABM Execution. 1. Set your goals for new revenues and deals. 2. Set up a minimal tech stack that aligns with your ABM campaigns initially. 3. Have a small team to save costs and spend more time distributing your content. 4. Make sure your Narrative and UVP resonate with the prospect's problems. 5. Change your metrics for measuring results at every stage. Goals: 1. New High-Value Accounts 2. Pipeline Velocity 3. New verticals and markets 4. Existing customer renewals Technology: 1. CRM/Marketing automation 2. Account Enrichment 3. Programatic Ad platform 4. Intent Data Team: 1. CXO 2. Paid Ads specialist. 3. Content creation and distribution 4. Account research 5. SDR ICP, Narrative & Messaging: 1. Technogrpahic and firmographic data 2. Market segmentation 3. UVP & Narrative mapping 4. Buying committee 5. Account list building Metrics & reporting: 1. Engaged Accounts 2. Sales accepted leads 3. Pipeline velocity 4. Win rates, Churn 5. Net New revenues Campaigns: 1. Engagement campaigns 2. Activation sequences 3. Shared playbooks 4. Alignment meetings 5. Content alignment and distribution 6. Personalization & Gifts 7. Paid advertising

🔍 What is Marketing Attribution? 🔍 (These insights are taken directly from the report, B2B Attribution for CMOs published by Marketo) B2B marketing attribution connects marketing efforts to sales data. By linking activities to deals, marketing teams can see their revenue impact clearly—no guessing. Every deal traces back to specific programs. Without proper attribution, marketers rely on proxy metrics like visitors, leads, and conversions. These provide an incomplete picture, making it hard to drive results. The higher up the funnel, the less these metrics reveal about lead quality. In Bizible’s 2018 State of Pipeline Marketing Report, marketers highlighted pipeline and ROI as top metrics. However, a CMO can't optimize revenue without the right attribution solution. If this resonates, consider an attribution audit. From my experience, there has been much debate on the efficiency of proper marketing attribution. Some say it has been a game-changer for their campaigns, while others say it’s inhibiting their innovation and creativity. . Still though, one thing is certain. Tying every deal back to specific programs not only clarifies the true impact of our marketing efforts but also empowers us to make more informed, strategic decisions. If you're still guessing at your revenue impact, now might be the perfect time to rethink your approach. P.S. If you are having issues with Marketo utility, reach out to me. I have a few people eager to provide free first consultation this week and the next. I think it takes 10-15 minutes for them to get to the point, and it's a great investment of time. #MarketingAttribution #B2BMarketing #RevenueImpact #Bizible #MarketingStrategy #MarketingOptimization

“Use A/B testing to assess the effectiveness of your workflows. Remember, just because you’re succeeding doesn’t mean you can’t improve.” - Jade Bunke via MarTech https://zurl.co/xpUk #marketingprofs #b2bmarketing #growthmarketing #demandgen #leadgeneration #saasmarketing

Power Up Your B2B Marketing Strategy with #AdobeJourneyOptimizerB2bEdition and Adobe Marketo The latest integration of #AdobeJourneyOptimizerB2bEdition with Adobe Marketo offers B2B marketers unprecedented tools to build connected, data-driven journeys that nurture and qualify leads more effectively. Here’s what this powerful duo unlocks: 1. Identify & Qualify Leads: Seamlessly capture and qualify both anonymous and known leads as they interact with your brand, identifying the right members for your buying group journeys. This alignment ensures each person receives relevant, role-specific engagement. 2. Intelligent Grouping with Marketo Data: Use Marketo Engage data — including custom objects and fields — to define, segment, and auto-assign members to specific buying group roles. This takes personalising your B2B approach to the next level by adapting content based on each role's unique needs. 3. Integrated Campaign Engagement: Link your Marketo Engage campaigns directly within account-based and buying group journeys to nurture and qualify members further. With this integration, you can orchestrate more cohesive, multi-touchpoint journeys across email, web, and other channels to keep confirmed buying group members engaged at every step. 4. Enhanced Personalisation with Marketo Assets: Tap into your existing Marketo Engage Design Studio assets to create customised email content for each buying group role. This ensures that every communication is targeted and relevant, helping to drive deeper engagement and shorten the sales cycle. This integration makes it possible to align marketing and sales even more closely, delivering highly relevant content to each stakeholder within the buying group. It’s the next big step in using your MarTech stack to its full potential, helping you connect with key accounts on a whole new level! Tarun Arora Niranjan Kumbi #AdobeJourneyOptimizer #MarketoEngage #B2BMarketing #AccountBasedMarketing #MarTech

As a fractional CMO for B2B tech startups and professional services firms, I can’t go without robust marketing automation tools. My go-to? BeeHiiv. BeeHiiv makes it fast and easy to create and manage high-impact email campaigns. Its intuitive interface, advanced segmentation capabilities, and powerful analytics ensure that marketing execution is both effective and efficient. >> MONETIZATION - BeeHiiv’s biggest claim-to-fame is its #monetization - Think: built-in tools to advertise and to integrate #subscription models and paid newsletters. Say hello to email marketing that pays for itself. >> COMMUNITY ENGAGEMENT - Also, Beehiiv’s #community-building features make it easier to build engaged and interactive audience segments, so you can cultivate more loyalty and long-term customer relationships from within your community. >> #ANALYTICS - Lastly, with BeeHiiv’s robust analytics, you can track performance metrics in real-time, thus enabling the continuous optimization and data-driven decision-making that we all want more of in our lives today.  If you want to drive consistent revenue #growth while scaling your marketing efforts without a hitch, be like me and make BeeHiiv a core component of your marketing stack today. 💁♀️ Check out BeeHiiv for yourself using my referral link here: https://lnkd.in/grrVYZCt 💌 Or, join my BeeHiiv newsletter community, The Convergence, here: https://lnkd.in/gasvF6Tp

🚧 Top Roadblocks to Successful Account-Based Marketing 🚧 Account-Based Marketing (ABM) can be a game-changer for B2B companies and the hard working sales and marketing teams inside those organizations, but it’s not without its challenges. Here are some of the biggest roadblocks I've seen that can derail your ABM efforts and how to overcome them: 🎯 Selecting the Wrong Accounts Choosing the right accounts is crucial. Without a clear Ideal Customer Profile (ICP), you might waste resources on accounts that won’t convert. Base your selection on solid data, not assumptions. 🤝 Lack of Sales and Marketing Alignment ABM requires tight collaboration between sales and marketing. Misalignment can lead to inconsistent messaging and missed opportunities. Ensure both teams work together from the start to maintain a seamless process. ✉️ Not Personalizing Content Generic messaging won’t cut it. Personalization is key to ABM success. Invest time in understanding each account’s specific pain points and needs to create highly personalized content. 📋 Focusing on a Static Account List ABM is an ongoing effort. Continuously evaluate and update your account lists based on engagement and other metrics. A static list can lead to missed opportunities and wasted resources. 📊 Inadequate Measurement and Optimization Track the right metrics and optimize your strategies based on performance data. Focus on account-specific KPIs like target account engagement, pipeline velocity, and customer retention. ⏳ Treating ABM as a Short-Term Campaign ABM is a long-term strategy. Treating it as a short-term campaign can lead to disappointment. View ABM as an ongoing program that evolves with your target accounts. 🛠️ Technical and Data Challenges Implementing ABM often requires sophisticated technology and data management. Ensure your tech stack is integrated and your data is interoperable to avoid hindering your ABM efforts. 🎯 Misaligned Expectations Set realistic goals and ensure all stakeholders understand the long-term nature of ABM. Unrealistic expectations can lead to frustration and abandonment of the strategy. 💰 Insufficient Budget and Resources ABM can be resource-intensive. Allocate sufficient budget and resources to execute your ABM strategy effectively. 🌐 Failure to Adapt to Market Changes The business environment is constantly changing. Ensure your ABM strategies are flexible and adaptable to market shifts to maintain effectiveness. By addressing these common roadblocks, you can improve your chances of ABM success and achieve better engagement, conversions, and ROI. 🚀 What challenges have you faced with ABM? I'd love to hear your experiences and in the comments below! 👇 #sales #accountbasedmarketing #abm #marketing