MRP Discusses The State of Account Based Marketing (ABM) in 2019

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What will ABM hold for 2019 and the coming years as it becomes the norm? MRP, a leader in ABM, discusses and predicts what the next few years may hold.

Philadelphia, May 21, 2019: Account-based marketing (ABM) will continue to grow into the most significant trend in B2B marketing in 2019. Despite the hype suggesting it’s a fairly recent addition to the marketing landscape, it’s been around in some shape or form since the 1990s. ABM has been adopted by some of the most prolific names in business and the number of organizations establishing an account based marketing strategy is climbing at a rapid pace.

MRP, a global leader in predictive customer acquisition and account-based marketing and the only enterprise-class predictive ABM platform, continues to deliver critically important and complete pictures of engagement, enabling clients to analyze the results of their ABM efforts with great control. “Today’s market requires us to be more deliberate about how we drive customer acquisition,” said Jaime Romero, VP of Global ABM at MRP. “With MRP Prelytix, we provide the ability to create customized, unique and purpose-built segments based on firmographic, demographic and engagement data.”

While most organizations are still in the early stages of ABM, many are now at a point where they are looking to scale their initiatives out further due to their initial success. Organizations are continuing to grow their ABM programs to scale efforts and personalized experiences across email marketing, display advertising and sales conversations. “When this needs-based message is orchestrated across channels, for example, display plus email, email has been seen to be more than 50% more productive… and the results are felt in pipelines as well. Pipeline value increases by as much as 150%,” said Tom Koletas, SVP of Digital ABM at MRP.

Emerging Trends

Early-stage ABM technology often “boxes” in end users, offering little flexibility to adapt features to advanced processes, existing systems, and teams. Existing ABM solutions are typically capable of strategic reporting on native functions, but obtaining cross-channel, actionable analytics that support optimization and attribution, requires immense data processing power, integrations and application support. As the B2B market matures, ABM vendors capable of simplifying execution and measurement in complex marketing scenarios will come out as leaders. “Sophisticated program administration, across business units and verticals and geographies, are all minimum requirements for an enterprise-class ABM platform,” Tom continued.

For more information about account based marketing, click here: https://www.mrpfd.com/mrp-archive/account-based-marketing/

About MRP

For enterprise organizations that serve multiple geographies, lines of business or industries, MRP Prelytix is the only ABM platform designed to give you control of your data, visibility into your target market and scale in the delivery of the highest impact engagement strategy. Leading B2B sales and marketing organizations choose MRP for our ability to deliver and measure revenue impact across a half-dozen online and offline channels, our global workforce with expertise across 100 countries and 20 languages and our ability to simplify connections between insight and action using the industry’s first application of real-time AI and Machine Learning. Powered by Kx, Prelytix sits on top of the fastest streaming analytics database in the world.

For more information visit: www.mrpfd.com

About Kx

Kx is a division of FD, a global technology provider with 20 years of experience working with some of the world’s largest finance, technology, retail, pharma, manufacturing and energy institutions. Kx technology, incorporating the kdb+ times series database, is a leader in high-performance, in-memory computing, streaming analytics and operational intelligence. Kx delivers the best possible performance and flexibility for high-volume, data-intensive analytics and applications across multiple industries, including sales and marketing as evidenced by MRP’s predictive analytics model.

For more information about Kx please visit www.kx.com. For general inquiries, write to info@kx.com.

Kx and MRP are subsidiaries of First Derivatives plc (FD), a global supplier of software and consulting services. The Group operates from 14 offices across Europe, North America and Asia Pacific, including its headquarters in Newry, and employs more than 2,600 people worldwide.

Contact Info:
Name: Michael McGoldrick
Email: Send Email
Organization: MRPFD
Address: 1818 Market St. 37th Floor, Philadelphia, Pennsylvania 19103, United States
Website: https://www.mrpfd.com/

Source: PressCable

Release ID: 516020