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2015

From Katie Pope, our Purple Select guru

 

iStock_000069999857_Medium.jpg

The two most dreaded words in the English language: public speaking.

Some of us love it while some more of us hate it. But, speaking in front of your colleagues and peers is a great way to not only develop new skills but also advance your professional career. And, speaking in front of a greater audience, say at a conference, is a perfect way to not only share your expertise and story with others in your industry but it also serves as an opportunity to build your personal brand. When you give a presentation to a large audience, all eyes are centered on you and mass visibility comes with it.

To be bestowed this honor, many times you’ll be asked to apply to speak at the conference. This allows the conference committee to make sure they have the cream of the crop when it comes to speakers and topics. So, when applying to speak at a conference, it is crucial that your submission stands out to the selection committee.

With that said, here are 4 tips to follow to ensure your speaking submission knocks the committee’s socks off:

1. Be sure to complete all “highly recommended sections” in the application

You should look at the “highly recommended section” as a red flag. “Highly recommended” means that about half the people complete it, and about half don’t. So…don’t be in the latter half! The more information you provide (read: the more care you put into your application), the better position you’ll put yourself in to stand out from your competitors. So, my point is clear: treat “recommended” as “required,” and watch your application bulldoze past the lazy folks.

2. Include any previous speaking engagements

If you’re already well-versed and comfortable in the public speaking arena (congratulations! I wish I was you), then make sure to jot down those previous experiences in your application (sorry, but your kindergarten show-in-tell doesn’t count). That said, only include speaking sessions where you and the content really shined—perhaps your stage presence was widely applauded by your industry peers or your presentation was referenced time and time again. Whatever the case may be, if you had a killer moment on stage, make sure the committee knows about it! If you have the opportunity, go beyond just writing it down in your application and instead share a video or recording of your past speaking engagement. Do what it takes to impress the judges and give yourself the credibility you deserve. This is another way to set you apart from the competition.

3. Have a strong title and abstract

The process a conference committee has for selecting speakers is similar to the process attendees have when selecting which of the conference speaking sessions they would like to attend. Thus, compile your application as if this were your final title and abstract on the conference agenda the day of your session. Does it grab the audience’s attention? Does it use compelling words and phrases? Are you intrigued when you read it? It is important to take the time to put some thought and creativity into your title and abstract. Keep in mind that the title and abstract should be a description of what you are presenting. Sounds obvious, right? But many times, attendees say post-conference that they ended up attending a session that had nothing to do with the title or abstract. Don’t be that person! Why? People will remember this and avoid your session next time.

4. Know your audience

Finally, it is important to tailor the content to the audience that is attending the conference. You could have a super compelling title and abstract and be a dynamic speaker, but if your content does not speak to the people who are paying to be there, you will not be selected. So, always make sure to research the intended audience and tailor your content to them. It’s a good idea to run your submission by someone from that audience in order to make sure it fits.

I hope you found value in these four tips to help you knock your speaking submission out of the park! What better way to test out your newfound expertise than to apply to speak at Marketo’s Marketing Nation Summit! The Call for Speakers is open now through November 20th. We look forward to hearing from you!

One of the most common troubleshooting techniques we recommend in support when you encounter sync issues between Marketo and Salesforce is to log into Salesforce directly as the sync user for your instance.

 

Some people don't realize that this is an actual user account in their SFDC instance, and that it's possible to sign into Salesforce as that user. Most often this user account is created specifically for Marketo, but sometimes your sync user may be one of your co-workers or employees. We do't recommend this, as there can be complications with your sync if that person leaves the company or if you decide to limit Marketo's visibility into your Salesforce instance. In that case you would be limiting the visibility for that person, who may use the account to do their own work.

 

The actions you perform in Marketo that effect objects in Salesforce will be accomplished in Salesforce by your sync user. This means that if the sync user profile does not have the permissions necessary to see or interact with some objects in Salesforce, you will receive errors in Marketo when you try to perform actions related to those objects. These same errors would be given for any Salesforce user attempting to perform the same actions, but in this case the error is passed to Marketo, and displayed there.

 

Some common Salesforce errors you may see in Marketo are:

 

INSUFFICIENT_ACCESS_OR_READONLY: insufficient access rights on object id

INSUFFICIENT_ACCESS_ON_CROSS_REFERENCE_ENTITY: insufficient access rights on cross-reference id

INVALID_CROSS_REFERENCE_KEY: invalid cross reference id\n

 

These are not the only errors you might see, but they give you an idea of what a Salesforce error would look like.

 

When you see these errors, gather as much information in Marketo about the action that caused Salesforce to return them.

What lead or contact was Marketo trying to work with? What flow step or campaign did they go through that may have tried to update or insert information in Salesforce?

 

Look at the lead's activity history to see what was happening at the time of the error. Check through any campaign results where the error might have originated.  All of this will help you to troubleshoot on the Salesforce side. You'll also want to look at the SFDC id for any lead records getting this error, so you'll be able to search for them specifically in SFDC. Use this to verify it's the exact same record you're seeing in Marketo, and not a duplicate. You can find the Id on the Lead tab in the Lead record in Marketo.

 

After you have as much information about what actions in Marketo caused the error to be returned from Salesforce then you can log into Salesforce.com as your sync user. You can find the sync username in the Salesforce section in Marketo Admin, but you'll have to get the password from your Salesforce admin if you don't know it already.

 

This may also lead you to find that the sync user credentials are not correct, and that's the cause of your sync troubles.  In that case, you'll want to go to Marketo Admin > Salesforce and click Disable sync at the top.  That will stop Marketo from trying to sign in over and over while you get the credentials reset. You'll need to reset your sync user's password and security token in Salesforce, and then re-enter that information in Marketo before re-enabling the sync.

 

Once you get logged in as your sync user, try performing the same actions that you were attempting in Marketo. Search for the same leads/contacts, try to change the same fields and values.  This should lead to an error message you can use to figure out what permissions need to be adjusted in Salesforce in order to allow the sync user to perform the actions that are being requested from within Marketo.

 

If you can't find the leads you're looking for, or edit the fields you're working with, then it's possible the sync user can't even see them, and you can work with your SFDC admin or SFDC support to find out why.

1. "I have a field on a form that won't accept any input or is inaccessible.  Why can't my leads click on the field?"

 

This is most often due to a layering issue on the landing page.  Each element on the page (forms, pictures, text boxes, etc) has an attribute that decides which layer they sit on.  Your screen is considered layer zero, and each higher layer is like a sheet of glass laid in front of your monitor, getting closer to you as the layer attribute is set higher.  Each element also has a outline that defines how much area it will cover.

 

Whenever you have a field on one of your forms that doesn't react to mouse clicks, you can check both the layer of the form, and the outlines for the elements around the form.  It's likely that some other element is overlaying the form. (see screenshot)

 

To fix this, either set your form to a higher layer than surrounding elements, or re-size the outlines for any element that may be overlaying the form.  Re-sizing the outline does not necessarily change the size of the content, so you can move the outline without changing how things look to the end user.

 

 

2. "I have a program that won't delete.  It says it's in use."

 

The easiest way to handle this issue is to look at the Used By view for your program.  Sometimes, even though it doesn't look like the program is in use, there still may be some assets referencing it, which means the system won't allow it to be deleted.  You can see those assets in the Used By list like this:

 

 

3. "How do I put a field label inside a form field instead of outside it?"

 

To do this, you'll use the hint text in your form as your label, and set the label attributes such that there isn't anything for the form to display where the label would usually be.  You'll blank out the Label field and set the Label Width to 0.  Then put whatever text you want to "label" the field with in the hint text (First Name, Last Name, etc).

 

 

4. Why did my alert go to the lead when it should have gone to someone else?

 

The send Alert flow step will only send the alert to those email addresses you provide.  The reason you may see the lead's email address in the footer of the email is because of the standard unsubscribe footer that gets attached to every email that Marketo sends from your instance.  This footer contains a token ({{lead.email address}}), and this token will always populate with the email address of the lead that went through the flow.  This does not mean they were actually sent the email, just that the token in the alert that was sent was populated from their lead record.

 

You can change the default footer if you like in Admin > Email.

 

 

5.  "Why am I getting this error, "Insufficient_Access_Or_Readonly"?

 

This is a question we often get, but the problem is that this is an error that is originating in Salesforce.  It happens when Marketo tries to update some object (Lead, Contact, etc) in Salesforce, and gets told that the sync user doesn't have the permissions necessary.  This same error would occur for any Salesforce user trying to do something for which they didn't have permissions, it just so happens that in this case it's the sync user, and the error gets displayed in Marketo.

 

To troubleshoot this, you'll need to work with your Salesforce admin to find out why the sync user was unable to work with the objects named in the error message.

Here are a few of the common things users open support cases for.

 

1. "I can't see the Calendar in my instance.  How do I get access?"

 

Each instance of Marketo gets 5 licenses for the Calendar, with the option of adding more if you work with your Account Manager.  In order to use/view the Calendar, a user must first be issued a license in Admin > Users & Roles.  I've included the screenshot below to make it easier to find.

 

 

2. "My webinar program shows a Registration Error message when leads try to register."

 

This kind of error is most often due to a connection issue where Marketo is unable to get a response from the webinar provider servers for some reason.  You can check for these errors in Admin > Launchpoint, and they'll most often show a red X with the error 403.

 

 

 

The first step to troubleshoot this, and the one that most often fixes it, is to re-enter the credentials for your webinar account by double clicking the error.   The credentials you use will need to be for a regular user and cannot be SSO (Single Sign On) integrated.

 

 

3. "My system smart list numbers and the pie chart in my database don't match"

 

This is usually a fairly simple fix.  The pie chart can be updated by clicking anywhere on it, and this will update it with the most current numbers from your database.  I didn't include a screenshot because it just showed a spinning circle.  It only spins for about 5 second usually, but nobody wants to see any more of those than absolutely necessary!

 

 

4. "Help! My campaign is running but I need to stop it!"

 

Sometime you may have a campaign that you thought was ready to go, but after it actually get's activated you notice a typo in the email, or there's a problem with one of your flow steps.  If you absolutely have to stop a batch campaign that is currently running, you can use the abort button in the Campaign Actions menu.  This will stop leads from moving through any more flow steps, but cannot undo those steps that have already been processed, and it cannot un-send any emails that have already been sent.

 

 

 

5. "My Roadshow/Tradeshow program is not showing up on the ipad check-in app."

 

The check-in app has two conditions for the programs that it will display.  The first is that the program must have been scheduled for any day within a week of today.  That's one week past, and one week in the future.  You can check this in the Schedule tab under Event Actions (see screenshot), or you can look at the information directly on the calendar entry for the program.

 

The second condition is that both of the statuses in the app need to have been associated with statuses in your program channel.

 

 

 

I hope these help!

You can use Munchkin on any page you like, but the thing to remember if you have multiple products or divisions in your company is that Munchkin cannot automatically track a lead across domains.  This only applies to top level domains though, not sub-domains.  So, a lead could be tracked through

 

www.MyProduct.com

http://www.myproduct.com/and

pages.MyProduct.com

 

but couldn't automatically be tracked through

 

www.MyProduct.com

and

www.MyOtherProduct.com

 

So how does munchkin keep track of your leads?

 

When a lead visits any munchkin tracked page on a domain they've never visited, the system will cookie their browser and create an anonymous lead record in your database.  This allows Marketo to begin gathering and saving information about the lead and their activities even before you know who they are.  It also allows you to begin scoring the lead record, or running them through any other campaigns you might be using to evaluate leads.  Keep in mind that anonymous leads cannot go through all flow steps though(Send Email for instance), and they cannot be made members or a program.  You can see messages about this in the results of any campaign where anonymous leads have qualified for the smart list but couldn't be processed through some steps.

 

Tracking anonymous leads is a bit like having someone come into your store and look around without really saying or buying anything.  For this reason, it's a good idea to give them a way to tell you who they are.  The main way of course, is by giving them a form they can fill out, which will then convert their anonymous lead record into a known lead record.  Now you can really start to market to them, and you have all of their past activities to see what they've been up to!

 

Next we'll look at how a lead is tracked if they go to one of your other munchkin tracked pages on another domain.

 

If our lead from above visits another domain that is being tracked with your munchkin code, the munchkin there will track the lead as anonymous to begin with.  The same process applies to this new anonymous record.  All activity will be recorded, and it can still be scored and acted upon by some flow steps.

 

If the lead identifies themselves on the new domain by filling out a form using the same email address they previously used on the original domain, then munchkin is able to merge the anonymous record with the original record.  But wait!  There's another way!

 

Leads can also identify themselves on a new domain by clicking links to that domain in emails that you've sent from Marketo. Each link in your email is wrapped with tracking information specific to the lead the email is sent to, so you can use Marketo to send out invites for known leads to your new store(domain).  By doing this you're saying, "Hey, we know you from our first store, now come visit our new store and let us get to know you there too."  As with the form fill-out, once they click the tracked link Marketo can merge the known and anonymous records and begin tracking the lead's activities in both domains under a single record in Marketo. 

 

This same process would need to happen for every domain you're using your Munchkin on, in order to track each lead in all domains under a single record.  What we usually recommend is a tagging campaign for each of your domains where you send email(s) from Marketo with a link for each domain. You'd also want to have a form on each domain that leads could fill out.

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First, lets start of by establishing how Marketo is able to prefill a form with lead information.

 

Whenever a lead encounters one of your pages that has munchkin in the source code the cookie in the lead's browser will be read.  If a cookie does not exist, then one will be created and associated with an anonymous record in your database, which will allow the lead to be tracked until they identify themselves.  The cookie makes it possible for the munchkin code to append new tracking activities to the lead's record in your database, and allows any form you have on your page to access the information in the lead record associated with the cookie.

 

A lead's browser can also be cookied when they interact with emails sent from Marketo.  Each link in emails you send from Marketo gets "wrapped" with tracking information specific to the lead it is sent to.  These links, when clicked, carry the tracking information to their browsers, and the munchkin is able to tell which record the email was sent to.

 

A form cannot prefill with any information unless there is a Marketo cookie present in the browser.  The trouble is that it's possible for someone to get cookied as or associated with a different lead record.  When this happens, all of their activities will be appended to the new record from then on, until their cookies are deleted.

 

A lead can be cookied/mis-cookied in a few ways.

 

1. Lead/User fills out a form.  If they're using their own email address then there's no problem, but if for some reason they'reusing the email address from a different lead record, then they'd be cookied/associated with that record. 

 

2. Lead/User clicks a tracked link in an email.  As described above, if the email was meant for the lead clicking the link, then there isn't a problem.

 

3. Lead/User clicks a tracked link copy/pasted from an email.  As I said, links are "wrapped" for the original recipient.  If the link get's copy/pasted anywhere else, the tracking remains the same.  Each new person clicking the link gets cookied as the original recipient and will then see that person's information in a pre-filled form. This is especially common among Coworkers who use Marketo and are testing pages and emails often.

 

4. Lead/User clicks a tracked link copied/shared from a forwarded email.  Similar to number 3, but instead of the link getting copied somewhere else, the whole email gets forwarded to other people.

 

5. Lead/User was sent a sales email as part of a mass send from the Outlook or Gmail plugins, which are only designed for 1-to-1 sends.  Sending to multiple email addresses will cause the links to all track to the first person in the To: field, and everyone else gets cookied as that person.

 

Because of the way Marketo works it's absolutely not possible for someone to see another lead's information unless they have filled out a form using the email address associated with that record, clicked a tracked link meant for another lead, or been part of a batch send from the Outlook or Gmail plugins.  The second is most common, but all of them will cookie the person's browser just as easily.

 

To prevent this, it's a good idea to use a separate browser for testing, or to clear the cache and cookies of your browser when testing pages/forms/emails.  You can also use Icognito mode if your browser allows it.

 

At this time it's not possible to dissociate a cookie/browser with a lead record.  Once that connection is made, the only option is to remove the cookie from the browser.

Note from Cheryl, our fearless Product Leader:

 

Now that we’ve moved to a quarterly release cycle, you might be feeling a little FOMO. Fear not! Our next release is just a few weeks away on October 23, 2015. Read on to learn about the exciting new features.

 

Marketing Automation

  • Marketo Custom Objects create Marketo custom objects in the admin section
  • Subscribe to Smart List schedule smart lists to be sent directly to your inbox
  • Smart Campaigns in Marketo Moments view statistics on emails sent through smart campaigns
  • Marketo Insights for Gmail Chrome new release for our Gmail Marketo Sales Insight extension
  • Microsoft Dynamics Enhancements
    • Validate Sync — A new admin tool that allows you to check your sync configuration
    • New Dynamics Plug-In — with improved performance characteristics
  • Add Fields to CRM Custom Object Sync add new fields to custom objects synced from Salesforce and Dynamics
  • Lightning Support for Marketo Sales Insight support for Salesforce’s legacy framework and the new Lightning UI
  • Marketo Mobile Engagement Tokens, Preview & Send Sample — personalize push notifications with tokens and send/preview a sample push notification
  • IE 11 Support — official support for Microsoft Internet Explorer 11 browser.  Note:  We will be deprecating support for IE 9 by the end of 2015
  • Rich-Text Editor Improvements after receiving great feedback, we’ve completed an initial set of changes to the updated text editor. Much more to come!
  • Security Changes — configure your subscription’s inactive session timeout from login settingsin admin. Also, max password attempts reduced to 5

Real-Time Personalization

  • Clone Campaign clone your personalized web campaigns
  • Content Analytics — see the metrics and performance of your web content and recommended content

How do I learn more?

 


Much Love,

Cheryl Chavez
VP of Product Experience (PM & UX)

Now the details:

 

The following features are included in the October 2015 release. Please check your Marketo Edition for feature availability. After the release, be sure to come back to find links to detailed articles for each feature!

Subscribe to a Smart List

Subscribe to Smart List allows marketers to export a smart list and email it to the stakeholders that are not using Marketo, for example, Sales or Telemarketing teams.Export can be scheduled daily, weekly or monthly, can have end delivery date and can be customized to share limited number of columns.Multiple subscriptions can be created on a smart list. There is limitation of 100 subscriptions with 100K leads per subscription, across workspaces, per Marketo instance.
Marketo Custom ObjectsEasily create custom objects from the admin UI. We currently support the ability to create a 1:N custom object in Marketo and connect it to a lead or company. Note: Marketo Custom Objects are not available for Spark.

Marketo Insights for Google Chrome

We’re excited to announce the release of an update to our Google Mail Sales Insight extension! View it in the Chrome Store.This update includes many new features and functionality:
  • Prior to engaging, salespeople can see relevant information about their prospects directly within Google Mail, including job titles, twitter profiles, company information, photos, and more.
  • Salespeople can see in real-time what content prospects are engaging with across channels, such as emails opened or clicked, online or in-person events attended, web pages visited, eBooks downloaded and much more.
  • Emails sent through Google Mail are logged in Marketo and tracked in real-time. This lets salespeople see when prospects are looking at their emails so they can follow-up at just the right time. Marketo Sales Insight for Google Mail also makes it easy for salespeople to leverage templates created by marketing in order to send beautiful invites, offers, and other types of content.

Marketo Mobile Engagement — Tokens, Send Sample & Preview

Easily personalize push notifications with tokens.

You can also preview or send out a sample push notification before you deploy it to customers.

Smart Campaigns in Moments

Stats on Emails sent through Smart Campaigns are now available in Moments. Other features in this upgrade include:
  • Swipe-to-Done. Have too many cards in your stream? You can now swipe them away!
  • Send a sample straight from the preview screen
  • Smart List details added to Email Program cards
  • Added support for the Aborted status for Email Programs

RTP - Content Analytics and Recommendations

RTP Content Analytics shows you the performance of your web content assets from regular web visits and also visits generated from RTP’s content recommendation engine.
  • See which content is performing  best and brings in the most leads
  • Boost your content consumption by enabling content in RTP’s predictive content engine to automatically recommend the best content to the right visitors
  • Drill down on each content asset to see more in-depth metrics, graphs, and performance by industry and location
RTP’s Assets page is now split into Content Analytics and Content Recommendations.
  • Content Analytics: Shows the views and direct leads of all discovered and defined web content, helping you analyze your best performing content
  • Content Recommendations: Shows impressions and clicks from RTP’s recommended content and associated lead attribution. You can also edit and enable content recommendations from this page for the bar and rich media recommendations.

RTP - Clone an RTP Campaign

Cloning an RTP campaign makes it quicker and more efficient to create more personalized web campaigns. Use the clone feature in RTP’s campaign page to copy the campaign settings and change the content for split testing optimization, or clone a campaign with the same content and target it towards a different segment. Create campaigns in seconds!image

Rich Text Editor Improvements

We are making several improvements to the rich text editor. After we released the updated editor in July, we received great feedback and were able to work these changes into this upgrade. There’s much more to come over the next several months. Here’s a list of what’s new in Q4:
  • VML is now supported within your HTML code:
    <v:background xmlns:v="urn:schemas-microsoft-com:vml" fill="t">
    <v:fill type="tile" src="http://i.imgur.com/YJOX1PC.png" color="#7bceeb"/>
    </v:background>
  • Anything can now be inserted in a valid HTML comment (certain syntaxes like seen below were previously stripped):
    <!--[if gte mso 9]> <![endif]-->
  • Do not pad empty table cells with
  • Maximize/minimize button added to the HTML source editor
  • Pre-existing table properties are now identified and displayed in the Table Properties dialog
  • Both rows of buttons are now shown by default.
  • The editor will now accept any element (even deprecated or non-standard elements):
    <myCustomElement>Hello World!</myCustomElement>
  • The editor will now accept any attribute (even deprecated or non-standard attributes):
    <myCustomElement myCustomAttribute="foo">Hello World!</myCustomElement>
    <td background="someImage.png">

Microsoft Dynamics - Validate Sync

This new admin tool runs a series of checks to see if your sync configurations have been set up correctly.

Add Fields to CRM Custom Object Sync

Easily add new fields to custom objects synced from Salesforce and Dynamics. You now can add new fields to your custom object sync without disabling and enabling your entire custom object.

Changes to Security Features

  • Password attempts are limited to 5. After the fifth attempt the user will be locked.
  • The inactive session timeout is now configurable for the subscription.

IE 11 Support (and deprecating support for IE 9)

We now officially support the Microsoft Internet Explorer 11 browser and are removing support for the Microsoft Internet Explorer 9 browser.

Lightning UI support for MSI

The latest MSI package on app exchange works with both Lightning and Legacy versions of the Salesforce UI.

New Dynamics Plug-in

This new plug-in runs various actions in an asynchronous mode to help increase performance.

Search by URL of Landing Page in Design Studio

In the Design Studio Landing page grid, you can now search by page URL to find your landing pages. This is also exportable.

 

 

Industry+Newrs.jpg

INDUSTRY NEWS

A Look Back at Advertising Week 2015

Ad Age

 

Advertising Week wrapped up last week in New York. This article looks at the eight good, bad and Ugly takeaways from the annual industry event.

 

Hey Ads, People Are Just Not That Into You

WSJ

 

Resounding discussion at Ad Week was around ad blocking and how if ads were better, people wouldn’t block them. The WSJ reports that the ad industry’s problems go deeper than creative issues. Many people are blocking ads because they are a ubiquitous annoyance tracking our every move across the Web.

 

5 Ways CMOs and CIOs Can Move Beyond the Turf Wars

Forbes

 

Marketing and IT have traditionally worked in two different worlds, but as marketing becomes more technologically advanced, CMOs and CIOs are having to work more closely together.

 

Account-Based Marketing Drives Marketing Success

eWeek

 

This article notes why more marketers are using account-based marketing (ABM). In fact, according to a study by Demandbase and Demand Metric, ABM boosts sales and marketing alignment, with 70 percent of ABM users reporting that their sales and marketing organizations are mostly or completely aligned, compared to 51 percent for non-ABM users.

 

 

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