Our latest thinking from across the Agent3 Group.

Selling to the modern day B2B organization can feel a little like trying to navigate a complex maze, and vendors are often left feeling they took the wrong route and hit the proverbial dead end.  We know the MQL is dead, that the MQA is the route to higher opportunity conversion rate, but how to decode these anonymous ‘accounts’ to ensure you are optimizing your chances?

What is the benefit of adopting a personality-focused approach to content marketing? In this video, Jonathon Bates, co-founder, Persuasion XP, discusses the value of using personality-tailored marketing at scale with Liam Jacklin, COO, oneninefive to improve conversions and better understand buyer behavior through the sales funnel.  This strategy ultimately adds another layer of insight, ensuring marketing efforts target the real buyers!

What do you do if you need to understand your target audience better, but can’t afford extensive research? In this video, Jonathon Bates, co-founder of Persuasion XP, describes the potential of AI-driven “synthetic humans” in marketing research and explains why The Marketing Research Society concluded that the use of synthetic humans makes for research that is just as valid – or more valid – than human research.

The numbers tell us that engagement with marketing content is down and we know that buying groups are becoming increasingly complex with increasing members and a broader range of job titles. To be heard above the noise, marketers must bring relevance to all buying group members in a way that grabs their attention in the first three seconds, or the opportunity will be gone. In this video, Jonathon Bates, co-founder, Persuasion XP, discusses how to succeed by marketing to personalities, as opposed to job titles. 

At the recent B2B Marketing Global ABM Conference, Agent3 Group’s Chief Commercial Officer, Greg Salmon, led a panel discussion about ABM in volatile times and the challenge for ABMers of striking the right balance between short-term pressure and long-term growth. Joined by industry experts Judy Wilks, senior ABM executive, Autodesk and ABM consultant, Phoebe Jackson, it was a lively and thought provoking conversation with the three panellists sharing their thoughts and experience in the following four topic areas:

While the idea of the customer journey is not new, the growing complexity of the buying environment, ongoing digital transformation, and the intense competition for attention have triggered an evolution in recent years. We explore how we see the current marketing landscape, why we believe the traditional sales funnel is no longer relevant, how the customer journey can bring clarity to a complex environment and how a new customer journey approach can drive success.

Selling to the modern day B2B organization can feel a little like trying to navigate a complex maze, and vendors are often left feeling they took the wrong route and hit the proverbial dead end.  We know the MQL is dead, that the MQA is the route to higher opportunity conversion rate, but how to decode these anonymous ‘accounts’ to ensure you are optimizing your chances?

A successful executive engagement program has both quantitative and qualitative benefits, but how do you measure the value of each? Building relationships with key executives *could* be defined as qualitative or anecdotal by nature, yet strong executive relationships also impact long term investment and therefore bring quantifiable benefit. In this video, Lottie Forbes-Brown, Senior Vice President, Commercial, Agent3, unpacks the idea of measurement when it comes to executive engagement programs with Greg Salmon, Chief Commercial Officer, Agent3 Group

Once you’ve cracked initial engagement with a target executive and created that first connection, the next step is how to grow a relationship from this ‘seed.’ In this video, Greg Salmon, Chief Commercial Officer, Agent3 Group, discusses ways to do so by inspiring executives to the point of developing genuine dialogue and, ultimately, creating an advocate, with Lottie Forbes-Brown, Senior Vice President, Commercial, Agent3.

You’re trying to engage a target group of executives, but so are all your competitors! How do you grab their attention? While Generative AI can help with personalization efforts to a certain extent, it often falls short of real relevance. In a recent report, 73% of customer respondents said they expect companies to understand their unique needs and expectations, so if you can’t demonstrate this understanding, you risk falling behind competitors that can! In this video we discuss the importance of achieving true relevance, rather than cosmetic personalization, in executive engagement programs with