Our latest thinking from across the Agent3 Group.

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

Once you’ve cracked initial engagement with a target executive and created that first connection, the next step is how to grow a relationship from this ‘seed.’ In this video, Greg Salmon, Chief Commercial Officer, Agent3 Group, discusses ways to do so by inspiring executives to the point of developing genuine dialogue and, ultimately, creating an advocate, with Lottie Forbes-Brown, Senior Vice President, Commercial, Agent3.

You’re trying to engage a target group of executives, but so are all your competitors! How do you grab their attention? While Generative AI can help with personalization efforts to a certain extent, it often falls short of real relevance. In a recent report, 73% of customer respondents said they expect companies to understand their unique needs and expectations, so if you can’t demonstrate this understanding, you risk falling behind competitors that can! In this video we discuss the importance of achieving true relevance, rather than cosmetic personalization, in executive engagement programs with

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.

In this video, Chief Commercial Officer of Agent3 Group, Greg Salmon discusses this evolution with Clare Noble, SVP of Agent3 North America with some topline thoughts on what programs work for what type of organizations.

In this episode of Unboxed, Peter Lundie, Managing Partner, Agent3 Group, and Michael Taylor, Associate Director, RevTech, Agent3, discuss essential foundational activity for successful scaling of ABM programs. Having defined your Ideal Customer Profile (ICP), the pair discuss how to reach this audience, how – and when – to personalise content, and finally the importance of alignment and collaboration within the Marketing function and with sales  in order to create engagement and, ultimately, opportunity from ABM at Scale programs.

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.

The focus of marketing has always been on demonstrating how activity has driven more revenue from key accounts, and incurred less costs to do so, but historically, measurement of this may have been somewhat subjective. 

Join Greg Salmon, Chief Commercial Officer, Agent3 Group and Michael Taylor, Associate Director, RevTech, Agent3, as they discuss how innovations in data and technology mean measurement of marketing performance and pipeline has become scientific, with data points now providing evidence as to how Marketing influenced deal opportunities.

In this episode of Unboxed, Greg Salmon. Chief Commercial Officer, Agent3, and Michael Taylor, Associate Director, RevTech, Agent3 discuss the possible convergence of thoughtful, yet resource-intensive ‘precision’ ABM approaches, with broader demand generation tactics.

Is it possible to achieve a best-of-both-worlds Utopia? Together, the pair discuss the need for a ‘less is more’ approach, keeping tightly aligned to the ICP in order to drive better results.