Author: MV Editor

ABM in EMEA: 5 Keys to Successful Account-Based Marketing Execution Executing Account-Based Marketing (ABM) effectively in the EMEA region can be challenging. In fact, research shows that two-thirds of ABM programs fail to meet their goals. One major hurdle is that ABM is often misunderstood in this region. It’s more than just a marketing initiative aimed at a few select accounts with targeted messaging. Furthermore, ABM programs can vary greatly from one company to another, making it hard to benchmark or replicate success. At its core, ABM is evolving from a marketing tactic into a strategic business approach, especially in…

Rising Trends in Enterprise Technology Spending and Their Impact on Partner Ecosystems Enterprise technology spending is on the rise as organizations focus on accelerating digital transformation. A recent survey by Enterprise Strategy Group (ESG) of 700 IT decision-makers and 500 channel partners sheds light on where IT budgets are being allocated and how partners are evolving to meet new demands. To discuss these findings, ESG’s Kevin Rhone spoke with channel leaders from Red Canary, Palo Alto Networks, and Trend Micro. Here are the key takeaways from their conversation. 1. Security Takes Center Stage in IT Spending As businesses ramp up…

Real Purchase Intent: The Need for Transparency in Intent Data and RevTech When making a big purchase in everyday life, like buying a car, you get to “look under the hood” and assess the details. But in the world of marketing technology (MarTech), particularly in the B2B intent data space, that transparency is often missing. This lack of visibility is a real problem for buyers. I was jolted recently by a post from a vendor’s sales team on LinkedIn that said, “You don’t have to guess with us anymore!” This struck me because it’s rare to see a company openly…

EMEA Marketer’s Content Toolbox: Building a Strong Customer Experience Through Content (Part 1) Content is the cornerstone of customer experience (CX). As digital engagement continues to grow, understanding how to build a content strategy that adapts to this shift is crucial for establishing a solid CX foundation. This blog, brought to you by Marketing Vogue and MOI Global, outlines key steps to create a customer experience framework centered around content. Content and Customer Experience: The Connection Customer experience (CX) refers to the sum of all interactions a customer has with your brand across their entire buying journey—from marketing to sales,…

With over 10,000 RevTech solutions available, it’s harder than ever to discern who actually delivers value and whether their promises will truly help your business. At Marketing Vogue, we recognize that while there’s little mystery in what we do, there’s real power in how it drives results for our clients. To help you cut through the confusion and focus on what truly matters, we’ve put together a series of insights that dissect recent claims and present a clearer, more practical approach to evaluating the tools you need. The Claim: “The Best AI in the Business” According to McKinsey’s research, AI…

How to Align Content with the EMEA B2B Tech Buyer Journey and Digital Preferences The truth is, B2B tech buyers conduct significant research before making a purchase, and different types of content resonate at various stages of their journey. While the buyer journey isn’t always linear, understanding what IT professionals need at each stage—and their digital research preferences—is key to building an effective content strategy. In this article, we’ll explore how to align content with the buyer journey and meet digital research preferences. Understanding Digital Research Preferences Content is powerful, but for it to truly drive success, it needs to…

Face-to-Face Interactions in B2B Sales Are Declining: How to Adapt in a Noisy Digital World In B2B sales and marketing, face-to-face interactions are on the decline, and digital messaging is becoming louder and more overwhelming. 83% of prospects report receiving more online messages from IT vendors now than in 2020. According to the Marketing Vogue 2021 Media Consumption Report, 58% of IT professionals say they plan to attend fewer or no in-person events this year. This shift signals that digital outreach is not only here to stay but is reshaping the enterprise tech landscape. As buyers increasingly turn to digital…

A Short Guide to ABM Engagement, Part 3: Sales Development This guide explores common challenges organizations face in their ABM (Account-Based Marketing) journey. Part 1 covers Sales, Part 2 focuses on Marketing, and Part 3 addresses Sales Development. Identify and Pursue Target Account Entry Points As your Marketing team gets better at engaging targeted ABM accounts, it’s crucial to ensure your Sales Development (SDR) team is ready to build on that momentum. To do so, you’ll need to equip them with new strategies to nurture interest rather than risk damaging or ignoring early-stage engagement. Sales Development should be trained to…

Sure! Here’s a rewritten, more concise and approachable version of your content: Align Marketing with Sales for Better Account Engagement In traditional demand generation, leads can come from all over a broad total addressable market (TAM). It’s a volume-driven approach focused on efficiency, where lead qualification plays a key role. However, in Account-Based Marketing (ABM), all the accounts on your target list have already been identified as high-potential, meaning they deserve extra attention. This shifts the focus away from strict lead qualification, which can sometimes disqualify valuable opportunities. When creating an ABM list, Sales and Marketing should be aligned on…