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?

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:

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

Measurement and campaign optimization go hand in hand: the ongoing results of a campaign inform any optimizations that need to be made. What hasn’t changed with ABX campaigns is the need to be data-driven throughout, but what has changed is going to market in a unified manner with the Growth function aligned on accounts, programs and results. In this video, Phil Marshall, Director, Marketing Automation, Agent3, discusses these questions with Michael Taylor, Associate Director, RevTech & Ops at Agent3 discuss the need for KPIs to be similarly unified.

The potential of ABX is clear, but putting theories and plans into action is less straightforward. Where do you start? In this video, Phil Marshall, Director, Marketing Automation, Agent3, turns to Michael Taylor, Associate Director, RevTech & Ops at Agent3, for his guidance and experience in getting successful ABX programs off the ground, including targeting and selection process, strategy, activation and the tools and platforms required to underpin each stage.

The number one challenge clients bring to Agent3 is how to drive more pipeline. With buying groups becoming increasingly complex, the lead-based approach is no longer feasible and attention is turning to new approaches to drive opportunities. ABX is one such approach, but what is ABX and why now? In this video, Phil Marshall, Director, Marketing Automation, Agent3, discusses these questions with Michael Taylor, Associate Director, RevTech & Ops at Agent3, as well as exploring ownership of ABX, the importance of visibility and the role of technology in driving success.

Scaling ABM effectively requires organizations to re-think the purpose and dynamic of their Marketing, BDS and Sales functions

Part 1: What is ABM and why is now the time to act?

Scaling ABM effectively requires organizations to re-think the purpose and dynamic of their Marketing, BDS and Sales functions

Part 2: including how to scale ABM programs: foundational activity, a recommended workflow and effective measurement of programs.