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Evolving to Heroism: “Mega-Trends” in Account-Based Marketing

Terminus co-founder and CMO Sangram Vajre delivered the opening address at Revenue Summit 2017, where he examined two "mega-trends" in account-based marketing.

Where are we today, what are the challenges we face and where did they come from? What does the future hold in store for the next 15 years?

The first "mega-trend" involves the evolution of technology over the decades. Vajre begins by asking us to remember the dawn of email marketing, which was all the rage around the turn of the Millennium. Now we're closer to the 2030s than we are to 2000, yet B2B professionals still rely upon email marketing.

What B2B professionals came to realize, however, is that high open rates don't translate to lead conversion. Before long, sales people were admonishing marketing departments to stop giving them bad leads.

Marketing automation, then predictive technology, helped us identify the right kinds of leads, but overall the focus on lead generation hasn't really changed all that much over the past 15 years. The evolving nature of the buyer is changing all that.

Buyers now expect different things from marketers.


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