Compatibility is one of the pillars of a strong relationship. It ensures if you and your partner are able to exist together despite your personal flaws and conflicts raising their heads in the relationship. When you are compatible with your partner,

You may find it normal to see your boyfriend and female friends have a friendly bond. In fact, you may feel happy to see that they are on good terms. There can be people who may develop a crush

Though marriage is a beautiful bond and integrates two individuals, no men would like to argue with their wife. As a man, you may feel irritated and annoyed after listening to your wife's rant. You may not understand why your sweet

Believe it or not, there are some people who are extremely short-tempered. They will get angry in a minute and will then calm down in just a few minutes. At times, they may seem to be quite good at understanding things,

Sometimes you may not be able to distinguish whether a person is flirting with you or is just being a bit friendly. You may find yourself in some extremely awkward situation if you are unable to apprehend if someone is flirting

Consumers can reach out to their preferred retailers via Tecno#39;s website and enter their PIN code details. The microsite with a store locator will assist in mapping the retailer and the contact details, and the device will be delivered to their doorsteps by their nearest retailer, the company added.

The Nifty Auto Index has corrected by about 21 percent in the past two months, compared to an18 percent decline in the Nifty.

For many, the recent rise in the equity market was bewildering as almost all indicators of the domestic economy had been showing signs of acute distress due to COVID-19.

South Korean's Kpop band BTS has become one of the most beloved music creators around the world. BTS new release Black Swan is already leading the i-tunes charts and has broken some records as well. However, it is was the music

BTS yesterday announced the entire tracklist for their upcoming album, titled, Map of the Soul: 7. The tracklist includes 15 new songs along with previous single, Boy With Luv, which features Halsey, and a brand new collaboration with Sia.  The

Lady Gaga has made her return to the pop music genre after three years. Stupid Love is a part of her upcoming sixth studio album. While no title or release date yet has been announced yet, fans are already waiting, since

Katy Perry on Saturday, announced the news of her firstborn, with fiance Orlando Bloom, through an Instagram post. The American singer didn't post a picture of her newborn, nor did she reveal her name, but shared a celebratory face of fiance Orlando Bloom,

The broader market outperformed, as the SP BSE Midcap index rose 1.4 percent higher, while the SP BSE Smallcap index was up 1.7 percent.

The Dow Jones Industrial Average fell 288.14 points, or 1.17%, to 24,345.72, the SP 500 lost 27.08 points, or 0.92%, to 2,912.43 and the Nasdaq Composite dropped 25.16 points, or 0.28%, to 8,889.55.

Several Tech giants, MNCs and companies including Google, TCS, Cognizant, Capgemini, Wipro, etc. have decided to go ahead with the process of honouring campus hires stalled due to the Coronavirus (COVID-19) pandemic induced lockdown. Despite a bleak revenue picture, companies are

Due to the COVID-19 pandemic, the auto industry has taken a huge hit. To keep business running, manufacturers are launching some of their new products silently. As soon as the pandemic ends, every manufacturer will have some new product to launch.

TVS Eurogrip has announced a new feature of an e-ordering facility in its retailer app 'TVS Eurogrip Bandhan', which can be downloaded on both Android and iOS platforms. This new feature in the app will provide a comprehensive e-commerce experience with features that help place and track orders.

Honda Motorcycles & Scooters India (HMSI) have increased prices of the Dio BS6 scooter. Prices have been increased for both variants of the Dio, although the hike is only Rs 552.

Although 2020 is a lost year, in terms of trade, India can think long-term and build relations so that it can occupy the space vacated by China, Soumya Kanti Ghosh, Group Chief Economic Adviser, SBI, said in a report.

The financial position of these states is precarious as the coronavirus lockdown completely dried up this crucial liquidity tap for them in April.

Some trends are worth the hype and organic hair products is one such trend. Switching to natural and organic products seems like a gamble that we are not too crazy about. Don't you think that it is high time that you

Bollywood actress Sara Ali Khan has captured the hearts of the audience with her charming personality and acting prowess. Apart from it, her sartorial picks has also left us stunned. Be it events or festivals, the diva has been giving

Kim Kardashian is looked upon as a quintessential beauty and fashion icon. The world has seen and admired the evolution of Kim Kardashian. Seeing her extravagant hair and make-up looks, we have applauded and been jealous. Kim Kardashian latest post on

Priyanka Chopra Jonas recently shared a cute set of pictures with her niece, Krishna Sky. She captioned the picture as "First Monday In May. This year's theme: Pretty Pretty Princess." Well, Priyanka was hinting at Met Gala here, which

No matter how much careful we are about our skincare, reapplying the sunscreen is still a step most of us have not mastered yet. Protecting your skin from the sun is one advice you might have heard constantly. From a skin

The meeting, held throught video conference, was the most recent of a series of dialogues planned by the ministry with various NSFs amid the coronavirus-forced national lockdown.

Representatives of the 20 teams took part in a conference call to look at various possible options for restarting the season and remain committed to completing the fixtures rather than voiding the season.

Of the 24 partner schools across India, 17 of them have enrolled for NBA#39;s online basketball sessions.

The Ministry of Health (MoH) said the foreign workers living in dormitories form the bulk of the cases of the new 768 new infections.

How we wish we could just delay the hair wash day. But that is not possible. Or is it? Washing hair every day or every alternate day not only is a tedious task but also damages your hair. While overwashing the

With Kylie Jenner there is never a dull moment. The Instagram queen has us all hooked when it comes to make-up and different hair colours. But another beauty element that Kylie constantly creates a buzz for is her mesmerising manicures. And

The nasty little black spots on the T-zone of your face are enough to give you nightmares. Not only are these dots annoying but also an invitation to many other skin woes especially acne. Caused due to the clogged hair

Some trends are worth the hype and organic hair products is one such trend. Switching to natural and organic products seems like a gamble that we are not too crazy about. Don't you think that it is high time that you

Kim Kardashian is looked upon as a quintessential beauty and fashion icon. The world has seen and admired the evolution of Kim Kardashian. Seeing her extravagant hair and make-up looks, we have applauded and been jealous. Kim Kardashian latest post on

No matter how much careful we are about our skincare, reapplying the sunscreen is still a step most of us have not mastered yet. Protecting your skin from the sun is one advice you might have heard constantly. From a skin

Any move above 76.70 can trigger buying again and a target of 77.75 and 77.75 can be achieved gradually in the medium term.

The Nokia 6.3 will likely be powered by a Snapdragon 670 or 675 mobile processor.

For those of you who don’t know, LiDAR stands for Light Detection and Ranging. It emits millions of pulses of laser light to create a 3D map of its surroundings.

The Nissan Kicks is a SUV that rivals the Hyundai Creta and the Kia Seltos and while the other two cars are already on sale with the latest emission upgrades, the Kicks is slated for a launch as soon when the lockdown period ends.

The company is also launching the Mi Box (A device that can convert a regular TV to a smart TV) and new true wireless earbuds alongside the Mi 10.

The Xiaomi Mi 10 is priced in India starting from 49,999.

ixigo, India’s leading mobile travel marketplace has announced partnerships with Uber and redBus to enable instant bookings for cabs and buses natively within ixigo trains app.

Shares of Borosil Glass Works have increased threefold over the past one year as the company has posted strong revenue and EBIDTA growth over the past few quarters.

According to Vikram Ahuja, co-founder, Talent500 by ANSR Consulting, a recruitment platform, there is a huge demand for a full stack developer as firms are now looking at doubling their product development.

India’s recorded music industry revenues increased to USD 181.4 million (Rs 1,378 crore) in 2019.

Shows like Shri Krishna and Uttar Ramayan are seeing strong traction on Doordarshan.

Authorities in the city ordered all shops, except those selling milk and medicines, to close on midnight Wednesday until May 15, implementing a stricter lockdown than the national one in place since March 25, in an effort to curb a rise in infections.

INS Jalashwa, participating in Indian Navy#39;s "Operation Samudra Setu" to bring home Indians stuck in foreign countries due to COVID-19 pandemic, has departed from Male port for Kochi with 698 Indian nationals on board on Friday night. It is expected to reach here on Sunday.

U.S. Vice President Mike Pence's press secretary, the wife of one of President Donald Trump's senior advisers, has tested positive for the coronavirus, raising alarm about the virus' potential spread within the White House's inner most circle.

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.

Break Free B2B Interview with Gary Gerber

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.

• 1:30 - Recognizing that change is inevitable
• 2:30 - Where is ABM in terms of market maturity?
• 4:45 - Helping clients recognize shortcomings and make incremental progress
• 6:30 - Approaching the marketing funnel from an ABM standpoint
• 9:30 - Re-centering on the fundamentals of ABM targeting
• 11:15 - Where are you seeing successes in ABM?
• 13:15 - Optimizing for the future by taking the right steps right now
• 16:00 - Gary's personal hobbies and philosophies
• 17:15 - How can modern digital marketers break free?

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:

• Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their ‘Ship’ Together
• Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics
• Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing

The post Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus appeared first on Online Marketing Blog - TopRank®.