Alexandra Theriault

You aren’t selling against your competition. You aren’t marketing against your competition. B2B revenue teams are battling against the status quo. In tougher economic times, when layoff announcements are filling up the LI feed, buyers are significantly less likely to take risks, and new vendors (even with great value props) are risks. Finding the buyers want isn’t enough in 2024, winning the deal requires finding the quantifiable WHY! #b2bmarketing #GTM

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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I had a great conversation with Udi Ledergor 🏳‍🌈, formerly CMO of Gong all about the relationship of brand to pipeline building. Check it out here. #b2bmarketing

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#MROI conversations never seem to end, especially when you've got a powerful tool like Adobe Marketo in place. Nathan Horan will be sharing his tips today on how to get successful #attribution and #marketingroi metrics from #MarketoEngage. Watch LIVE (or On Demand): https://okt.to/FDLsKm

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Action Items for the Growth Marketer: Leverage AI-driven data insights to optimize both inbound and outbound marketing strategies. Balance your efforts on new customer acquisition with strategies focused on customer retention and expansion. Let JoeMarketing assist you with your PLG motion. Learn more about our GTM, PLG, and SLG services here, or contact me here. #PLG #ProductLedGrowth #GTM #GoToMarket

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Email marketing’s potential often outshines paid media, but are you measuring its full impact? Discover how a performance-driven #CRM approach can maximize #ROI and elevate your strategy by focusing on data, testing, and streamlined content in Merkle's blog: https://bit.ly/3TSPZ9s

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Last month we did a CMSWire webinar alongside our partner Salesforce that was pretty awesome. The recording is now up on our site. Anyone interested in how to better utilize data for marketing should check it out. During this session, you can watch a Salesforce principal architect deliver an exclusive live demo, showing how Data Cloud unifies and activates data for real-time insights. Plus, Acxiom's very own Jenn Horner discusses the importance of clean data, explores how companies are transforming their data strategies with a Data Cloud partner, and offers insights on Salesforce's Agentforce. #agentforce #salesforce #datacloud #datapartner #DataForMarketing

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I’m excited to announce ZoomInfo’s newest GTM signal: WebSight Buyer ID! Where others deliver generic, account-level signals, we identify decision-makers within your buying group or previously engaged contacts in real-time as they visit your website, enabling sellers to act quickly and with precision. Developing this signal wasn’t easy. It took over two years of research, engineering, and market testing to create a solution that turns anonymous website traffic into actionable insights. This sets ZoomInfo apart: relentless dedication to solving our customers’ challenges. Proud of our team for making this game-changing innovation a reality! Learn more here: https://lnkd.in/dxay-hRj 

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Just read some fascinating survey results from Scott Brinker about Martech buyer preferences. A few points that stood out to me (and things I think vendors should really take heed of). 𝗨𝗻𝗯𝗶𝗮𝘀𝗲𝗱 𝗲𝘅𝗽𝗲𝗿𝘁𝘀 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗵𝗲𝗹𝗽𝗳𝘂𝗹 𝘀𝗼𝘂𝗿𝗰𝗲 𝗼𝗳 𝗴𝘂𝗶𝗱𝗮𝗻𝗰𝗲 Over 74% of respondents rated resources by industry experts/practitioners as Helpful / Very Helpful. (I’ll call this H/VH from now on.) This is second only to recommendations from friends peers (over 80% H/VH). Consultants also rate very highly with 55% H/VH. TAKE-AWAY: Buyers have a deep desire for objective advice they can trust, and they trust people who are actually doing the work, especially peers who are perceived as having no potential conflicts of interest. For a vendor, the best way to drive this positive WoM is make your product actually do what it says on the box, offer great support, and create raving fans. (Sorry, no short cuts.) What about influencer marketing? I think it's useful for driving awareness, but to the extent that the execution undermines the whole reason for trust (unbiased third-party experience) it will fail. 𝗕𝘂𝘆𝗲𝗿𝘀 𝗮𝗿𝗲 𝗱𝗲𝗲𝗽𝗹𝘆 𝘀𝗸𝗲𝗽𝘁𝗶𝗰𝗮𝗹 𝗼𝗳 𝘃𝗲𝗻𝗱𝗼𝗿𝘀 𝗮𝗻𝗱 𝘀𝗮𝗹𝗲𝘀𝗽𝗲𝗼𝗽𝗹𝗲 Vendor-produced content gets slammed (only about 20% H/VH and a huge 42% saying Don’t Like/Trust). Similarly vendor sales reps have huge net negatives (47% DL/T and only 18% H/VH). Buyers have clearly been burned and perceive vendor marketers and sellers as biased and untrustworthy. TAKE-AWAY: Understand you have an uphill battle. As a marketer, lead with your customers sharing their results. As a seller, be totally open about shortcomings and feature gaps. 𝗣𝗲𝗼𝗽𝗹𝗲 𝘄𝗮𝗻𝘁 𝘁𝗼 𝘀𝗲𝗲 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 It’s interesting that demos have very high favorables and low negatives (60%+ H/VH) as do sales engineers (56% H/VH). TAKE-AWAY: I don’t think this reflects greater trust in the vendor, it’s simply that actually seeing the product is an important way to learn about it. So take every opportunity to put the product out there. If you're cagey about showing product, it sends up huge red flags. 𝗣𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲 𝗮𝗺𝗯𝗶𝘃𝗮𝗹𝗲𝗻𝘁 𝗮𝗯𝗼𝘂𝘁 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗮𝗻𝗮𝗹𝘆𝘀𝘁 / 𝗿𝗲𝘃𝗶𝗲𝘄 𝘀𝗶𝘁𝗲𝘀 Gartner/Forrester only has 24% H/VH and a worrisome 20% of DL/T, with a big mushy middle. Sites like G2 fare better but are still polarizing, with about 44% saying H/VH but 22% DL/T. I think it reflects an increasing skepticism among savvy buyers about review site objectivity. TAKE-AWAY: Once upon a time these were the only game in town for third-party opinion. But now analyst firms have built up negative brand equity and are in trouble. 𝗕𝗼𝗻𝘂𝘀: 𝗽𝗲𝗼𝗽𝗹𝗲 𝗵𝗮𝘁𝗲 𝗔𝗜 𝗦𝗗𝗥𝘀 When asked about the impact of AI, over 64% of respondents said AI SDRs will make things worse vs 5% better. TAKE-AWAY: Buyers are saying what they want, and AI spam ain’t it.

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🚨 TODAY‼️ Using Webhooks to Transfer Data: Increase Agility in Your Marketo Instance https://lnkd.in/d_wuG5wA Join Darshil Shah, John Grundy and me for the Marketo Deep Dive webinar TODAY and learn how to leverage webhooks to streamline data transfer within your Marketo instance. Don't miss this opportunity to: - Gain valuable insights on what webhooks are and how they work - Discover examples of how they can be powerful tools within your Marketo instance. - Ask your questions and get expert advice during the live Q&A. This session is perfect for you if: You're looking to optimize data flow within your marketing automation processes. You want to explore alternatives to traditional APIs for Marketo integrations.

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We need to debunk the myth that HubSpot and Salesforce are interchangeable. HubSpot's seamless integration with Salesforce brings unparalleled value, expanding beyond marketing automation. This integration syncs data every 15 minutes, connecting contacts, companies, and deals. Using both platforms together is a game-changer, multiplying their impact. Think 1+1=3. #Salesforce #HubSpot #MarketingAutomation #BusinessGrowth

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Absolute game changer coming in the next Appinium Revenue Enablement release: actual proof of the value of your Content Selling strategy. Starting top left going clockwise: Is there a higher win rate when content is leveraged? How is content selling impacting revenue throughout the sales stages? Which contact roles (personas) are most likely to engage with your content? Which content is most engaging (or least engaging)? Who is sending the most content across the business? Which sales owners/leaders encourage content selling? What is the win rate of each rep compared to their content selling? Take it even further: which content is converting the most leads, which certifications create the most successful sales reps, and more. It's something only a Content Enablement Platform (CEP) can do. That's Appinium. Huge props to Elisey F. and the product team for making this happen. Appinium Steven Jacobson Nick Nieset Lisa Dubernard Darian Edwards

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Welcome to the MarTech contributor program, Steve Armenti. Steve's first article for the site focuses on an under-utilized application of account-based marketing. Consider: "Most organizations default to using ABM primarily as an acquisition tool, targeting net-new logos with sophisticated (and expensive) marketing plays." Steve says it's time to give account-based *expansion* a try, and grow your business with existing customers. And he makes a compelling case 👇 https://lnkd.in/eeeEEieD #abm #accountbasedmarekting #leadgen #GTMstrategy #marketing #customermarketing

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HubSpot’s June 2024 updates: MarTech has boiled down HubSpot's 80 updates for June 2024 to the 14 most impactful for managers and admins. https://lnkd.in/gsCqmDG8

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Earlier this year, Adobe announced that it was developing a B2B version of its popular Adobe Journey Optimizer solution. What is it and how does it complement Marketo? Our Stephanie Black shares what you need to know in her latest blog post. #b2bmarketing #revenuemarketing #martech

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