The Dow Jones Industrial Average rose 455.43 points, or 1.91%, to 24,331.32, the SP 500 gained 48.61 points, or 1.69%, to 2,929.8 and the Nasdaq Composite added 141.66 points, or 1.58%, to 9,121.32.
The company had posted a consolidated net profit of Rs 52.35 crore in the same period a year ago, Mahindra Holidays Resorts India said in a regulatory filing.
The young budding fashionista Janhvi Kapoor has absolutely impressed us with her sartorial picks. It's so amazing to see the way the actress's fashion has evolved. From lehengas to gowns, she has been slaying in each outfit and making stunning
Rupee is expected to gyrate in the range of 75.20 -76.60 in coming days, says Sugandha Sachdeva VP-Metals, Energy Currency Research, Religare Broking.
In this edition of Big Story, Moneycontrol#39;s Sakshi Batra shares her insight on how states are imposing alcohol taxes to generate revenues.
While IPL viewers are watching different content this year, the sporting property over the years has contributed significantly to television viewership.
The protesters placed two bodies of the dead in front of the factory main gate as part of the agitation while some youths barged into the plant even as state Director General of Police D G Sawang was inspecting the vapour leak spot and talking to the management on the measures taken to restore normalcy.
As many parts of the world's biggest economy begin to reopen after weeks of stay-at-home orders that slowed the spread of the coronavirus but gutted jobs, Americans should not expect a quick return to growth, U.S. Federal Reserve officials said on Friday.
The U.S. government reported more catastrophic economic fallout from the coronavirus crisis on Friday as the pandemic pierced the very walls of the White House and California gave the green light for its factories to restart after a seven-week lockdown.
When people think of account-based marketing (ABM), they tend to think of it as a smaller-scale practice. Since ABM is fundamentally built around focus in the aligned pursuit of high-value accounts, it’s often associated with a significant reduction in target market scope (i.e., “Let’s narrow down to our 20-30 most promising accounts).
This itself is a constraint from which B2B marketers need to break free, which is why Gary Gerber stood out as a fitting guest for the first interview in our second season of Break Free B2B. At B2B Marketing Exchange in February, he sat with TopRank Marketing President Susan Misukanis to unpack what’s needed to bring ABM to the next level.
Gary and his team at Folloze helped Cisco develop a sophisticated and highly effective ABM program that targeted 20,000 customers through one-on-one, personalized content and messaging.
How can other B2B marketers achieve this level of scalability in their ABM efforts, overcoming one of the biggest remaining hurdles holding back this fast-growing approach? In large part it’s about rethinking our tools, Gary suggests, while leaning on a rather literal metaphor.
“You have to focus away from blunt instrument tools,” he says. “I’m not bashing blunt instruments, by the way, because a hammer is one of the most useful tools in your toolkit, but you wouldn’t use it to repair a watch. So you need to migrate to tools that let you [achieve] that kind of precision, because that’s the only way you’re going to build trust with your customers.”
[bctt tweet="“A hammer is one of the most useful tools in your toolkit, but you wouldn’t use it to repair a watch.” @Gary_Gerber of @Folloze on the need for more precision in #ABM. #BreakFreeB2B" username="toprank"]
Solutions like Folloze’s platform, which enables the delivery of personalized experiences at scale, are helping pave the way. But it’s not just about technology. Reaching a state of advanced ABM also requires shifts in organizational mindset, philosophy, and operation.
Gary and Susan cover the gamut in their 18-minute conversation. You can watch, listen, or find key excerpts and takeaways below.
If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.
Susan: What's your consulting approach? As marketers, we can't just tell our clients, "You're wrong, do it my way." How do you inch them toward making incremental progress?
Gary: It's an interesting question because when we talk to people, the tools that people are using are the same ones that worked well 10 or 15 years ago. People built their careers on tools like marketing automation and things like that. So it is challenging to tell them, "Those tools are blunt instruments by today's standards."
You have to focus the other way, on what's not working, on the pain. Because there is pain there, especially if they're under the gun for an account-based program, and for pushing things through the funnel, right? We like to talk about the three symptoms that marketers today are subject to: funnel starvation, pipeline constipation, and sales frustration. They can't get stuff into the top of the funnel anymore, whatever they get in the funnel doesn't come out, and they're under the gun there because sales and the entire organization is looking to them to move opportunities and it's not happening. So if you can put it in terms along those lines most marketers will eventually have to concede. 'Cause everyone's feeling that pain in B2B.
[bctt tweet="“We like to talk about the three symptoms that marketers today are subject to: funnel starvation, pipeline constipation, and sales frustration.” @Gary_Gerber @Folloze #BreakFreeB2B #ABM" username="toprank"]
Susan: Do you counsel equal focus on the top, middle, and bottom of the funnel to try to get things moving? Or is the first thing, you gotta fix the top of the funnel? What's your methodology?
Gary: Well, if you think about what ABM is, especially if you're doing it right, it's almost not a funnel mentality at all anymore, right? We refer to it as full cycle personalization, or some people are saying bow tie. If you're approaching it with that funnel mentality, you've almost doomed yourself to failure right from the start in 2020.
[bctt tweet="“If you're approaching #ABM with that funnel mentality, you've almost doomed yourself to failure right from the start in 2020.” @Gary_Gerber @Folloze #BreakFreeB2B" username="toprank"]
There’s an analogy others are using and I agree with it: it’s like a football team or a soccer team running down the field together. So the focus isn't on top of funnel or middle of funnel, it's on -- by definition -- the accounts themselves. And as sales and marketing are running down the field, they're bringing the account and the individuals together along with them. It's a journey.
And so how do you do that? You can't do that by sending them mass emails because everybody's getting that. Ultimately what it's about, and I've said this to other people, it's about building that relationship with them. More importantly, it's about building a relationship that's built on trust, not on hype. Because if you've built that trust and you're adding that value to them that they trust you're interested in their success, and you're providing information and content and messaging and whatever it is, that will help them be successful. They'll happily march down the field with you because you're adding to their success.
Susan: So let's talk about what's working in ABM these days. Where are smart modern marketers really experiencing some great progress from your perspective?
Gary: Most people think of ABM, as you mentioned before, as, "Well, I'm going to pick my top 20 accounts and I'm going to focus everything I got on them, and the rest of the 88,000 or whatever, oh well too bad, them we'll just spray and pray with a nurture campaign or something like that." And it's interesting because when you stop and think about it logically, limiting it to your 20 or 25 or whatever, that's a technical limitation, right? It's because I can't do what I want to do -- create a deeply personalized, individualized, valuable, trust building experience -- with more than those 20 people because there's me and this person, that's all that we can do.
But there is no procedural reason for that. If you could do [personalization] for everybody, then you would, but you can't. And so, Cisco is a really awesome example. What they've been able to do is actually automate a lot of what's manual to create these very individualized experiences where they’re getting content, and imagery, and messaging, and information, and everything that is very salient to them, that they used to have to build by hand, so it took hours for each … it’s automated, so they kind of wind it up once and this goes out. So Cisco is actually doing one of the largest ABM programs in the country.
Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:
The post Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus appeared first on Online Marketing Blog - TopRank®.
The latest figures from the Labor Department released on Friday showed the U.S. economy losing 20.5 million jobs in April, the steepest plunge in payrolls since the Great Depression. Colette Luke has more.
U.S. private employers laid off a record 20.236 million workers in April as mandatory business closures in response to the novel coronavirus outbreak savaged the economy. Fred Katayama reports
Stocks on Wall Street jumped Friday despite historic job losses suffered by the economy. Fred Katayama reports.
The latest figures from the Labor Department released on Friday showed the U.S. economy losing 20.5 million jobs in April, the steepest plunge in payrolls since the Great Depression. Colette Luke has more.
Stocks on Wall Street jumped Friday despite historic job losses suffered by the economy. Fred Katayama reports.
U.S. House Speaker Nancy Pelosi on Thursday made an indirect dig at President Donald Trump's Navy Blue Angels flyover this weekend, saying that political leaders have 'no right to praise them and then ignore their needs.'
The U.S. government reported more catastrophic economic fallout from the coronavirus crisis on Friday as the pandemic pierced the very walls of the White House and California gave the green light for its factories to restart after a seven-week lockdown.
Villagers placed the bodies of three victims of a deadly gas leak from an LG Polymers plant in Andhra Pradesh at the gates of the site on Saturday, and demanded the factory be shut down immediately and its top management arrested.
The U.S. government reported more catastrophic economic fallout from the coronavirus crisis on Friday as the pandemic pierced the very walls of the White House and California gave the green light for its factories to restart after a seven-week lockdown.
Villagers placed the bodies of three victims of a deadly gas leak from an LG Polymers plant in Andhra Pradesh at the gates of the site on Saturday, and demanded the factory be shut down immediately and its top management arrested.
Playing against India behind closed doors in the much-anticipated test series at the end of the year might end up being an advantage for the home side, according to Australia batsman Usman Khawaja.
England's Jason Roy is ready to play in empty stadiums if the post-coronavirus situation demands so, said the opener who got a taste of it in his last outing.
The British government is looking at the option of restarting sports leagues behind closed doors, foreign minister Dominic Raab said on Tuesday.
Playing against India behind closed doors in the much-anticipated test series at the end of the year might end up being an advantage for the home side, according to Australia batsman Usman Khawaja.
A federal judge on Friday declined to dismiss the charges against "Full House" actress Lori Loughlin and other wealthy parents awaiting trial in the U.S. college admissions scandal after they accused investigators of fabricating evidence.
Villagers placed the bodies of three victims of a deadly gas leak from an LG Polymers plant in Andhra Pradesh at the gates of the site on Saturday, and demanded the factory be shut down immediately and its top management arrested.
Trump had told the media that the country has already 'flattened the curve', and it is ready for a 'phased and gradual reopening' even though coronavirus cases and deaths shows no sign of stopping.