Actionable Insights: The key to recurring revenue and strong brand connections
Just Global’s VP of Strategy, Marcus Hiles, looks at why the true power of data lies in the insights that can be drawn from it.
October 09, 2024
Just Global's EVP of Growth
Are technology, Centers of Excellence, and resource pressures driving marketers to settle for “ok” standards of ABM?
And are we simply “doing” instead of putting the thinking in place that leads to greatness?
I’m not going to introduce what ABM is and why it works well. I want to get more into the issues we’re having right now globally.
Here’s what I think. While common challenges in ABM are well-documented, they should serve as a platform for creative thinking rather than leading to sameness.
When I talk to ABM leaders, I hear how these common challenges are causing issues with marketing execution. But where I think it’s not working right now is how solutions to these challenges are applied.
People say: “We work to the <INSERT ABM MODEL> and we need to solve this challenge in this specific way”. But you need to understand the issue before concentrating on the solution. You’ve got to use the muscles in your brain – or your wider team’s creative minds – when it comes to:
Breaking Silos and Building Bridges
Unearthing Actionable Insights
Connecting on Human Terms
Driving Efficiencies
Decoding ABM Impact
Just Global’s VP of Strategy, Marcus Hiles, looks at why the true power of data lies in the insights that can be drawn from it.
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