Ten years ago, there was a hodgepodge of tools that helped marketers scale their net fishing. Then, marketing automation integrated those tools into the platform that became a must-have for modern marketers. Fast forward to today and we are seeing the emergence of new platforms that are bringing together similarly disparate tools and point solutions to help marketers pursue their high value accounts—the biggest fish—with spears.
These new “marketing orchestration” platforms are very different than their marketing automation cousins. Why? Because fishing with spears requires marketers to orchestrate human connections at scale, in addition to orchestrating account-based data, various systems and operations, and data-driven insights. To do all of that, and generate true account-based engagement (which is the Holy Grail of the spear-wielding ABM marketer), you need a marketing orchestration platform.
Marketers have a reputation for loving what is new and trendy. But, ABM driven by a powerful marketing orchestration platform, is not one of those fleeting fads. It is a proven, highly scalable way to use the sharpest and strongest “spears” to land the biggest, most profitable whales. I’d call that a marketing revolution worth joining.
The answer is…: ABM is the real deal, assuming you have the right technology to support the cause.
RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.