Our latest thinking from
across the Agent3 Group.

In this episode of Agents of Change, Paul Mackender, Chief Revenue Officer at Agent3 chats with Ben Taylor, Director of Revenue Marketing and Customer Journeys at Cisco, to explore how Cisco is transforming its approach to customer engagement.

What is the benefit of adopting a personality-focused approach to content marketing? In this video, Jonathon Bates, co-founder, Persuasion XP, discusses the value of using personality-tailored marketing at scale with Liam Jacklin, COO, Agent3 Demand to improve conversions and better understand buyer behavior through the sales funnel.  This strategy ultimately adds another layer of insight, ensuring marketing efforts target the real buyers!

What do you do if you need to understand your target audience better, but can’t afford extensive research? In this video, Jonathon Bates, co-founder of Persuasion XP, describes the potential of AI-driven “synthetic humans” in marketing research and explains why The Marketing Research Society concluded that the use of synthetic humans makes for research that is just as valid – or more valid – than human research.

While the idea of the customer journey is not new, the growing complexity of the buying environment, ongoing digital transformation, and the intense competition for attention have triggered an evolution in recent years. We explore how we see the current marketing landscape, why we believe the traditional sales funnel is no longer relevant, how the customer journey can bring clarity to a complex environment and how a new customer journey approach can drive success.

A successful executive engagement program has both quantitative and qualitative benefits, but how do you measure the value of each? Building relationships with key executives *could* be defined as qualitative or anecdotal by nature, yet strong executive relationships also impact long term investment and therefore bring quantifiable benefit. In this video, Lottie Forbes-Brown, Senior Vice President, Commercial, Agent3, unpacks the idea of measurement when it comes to executive engagement programs with Greg Salmon, Chief Commercial Officer, Agent3 Group

Measurement and campaign optimization go hand in hand: the ongoing results of a campaign inform any optimizations that need to be made. What hasn’t changed with ABX campaigns is the need to be data-driven throughout, but what has changed is going to market in a unified manner with the Growth function aligned on accounts, programs and results. In this video, Phil Marshall, Director, Marketing Automation, Agent3, discusses these questions with Michael Taylor, Associate Director, RevTech & Ops at Agent3 discuss the need for KPIs to be similarly unified.

The potential of ABX is clear, but putting theories and plans into action is less straightforward. Where do you start? In this video, Phil Marshall, Director, Marketing Automation, Agent3, turns to Michael Taylor, Associate Director, RevTech & Ops at Agent3, for his guidance and experience in getting successful ABX programs off the ground, including targeting and selection process, strategy, activation and the tools and platforms required to underpin each stage.

The number one challenge clients bring to Agent3 is how to drive more pipeline. With buying groups becoming increasingly complex, the lead-based approach is no longer feasible and attention is turning to new approaches to drive opportunities. ABX is one such approach, but what is ABX and why now? In this video, Phil Marshall, Director, Marketing Automation, Agent3, discusses these questions with Michael Taylor, Associate Director, RevTech & Ops at Agent3, as well as exploring ownership of ABX, the importance of visibility and the role of technology in driving success.

Mental health challenges in the workplace have steadily increased in recent years, with the Covid pandemic accelerating the breadth and depth of the crisis we face. These challenges are not discriminatory; they can impact all employees across all sectors. But the seemingly shiny Film & TV sector is perhaps an industry most wouldn’t associate with factors contributing to poor mental health.

Join Agent3 CCO, Greg Salmon, and Fractional CMO, Chris Blaik, as they discuss the need for an agile relationship between Marketing, Sales & BDRs, as opposed to fixed ‘swim lanes’ as accounts start to show increased engagement. 

In addition, Greg and Chris discuss the role of AI in driving greater levels of personalisation, demonstration of understanding of clients and prospects, as well as the role of metrics in being able to quantify the value of brand.