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1、Bringing Precision,Personalization and Performance to Customer Revenue Growth2 Copyright CMO Council.All Rights Reserved.2023STRATEGIC BRIEFBOOSTING YIELD IN THE ACCOUNT MARKETING FIELDDespite advancements in data,analytics,and automation,B2B marketing leaders still wrestle with seeding and harvesti

2、ng the sales pipeline.Prospect identification,engagement and conversion efforts continue to yield poor results.All of this has led to millions of marketing dollars wasted on misguided customer acquisition campaigns(e.g.,“spray and pray”)that are expensive and dont engage receptive and predisposed ta

3、rgets.Efforts could be better spent on precision prospecting practices that cull value from existing customers,whether they be loyal,under-penetrated,inactive,defecting,at-risk and/or referral sources.The CMO Council found some advertisers have wasted more than 75%of their marketing on impressions t

4、hat failed to generate incremental outcomes.Even more progressive account-based marketing(ABM)strategies,which promise smarter targeting and better engagement,have missed their mark.Its time to move on from outdated,ineffective ways of drumming up demand.Greater urgency is needed to act on leads tha

5、t age quickly,languish,or are lost in the hand-off to pre-sales,direct or channel sales organizations for cultivation.If marketers wish to accelerate their demand-generation engine,theyll need to embrace a more intelligent model.Such a model can help marketers target B2B buyers in line with their id

6、eal customer profile,scale ABM programs,drive augmented actionable intelligence,compress engagement and selling cycles,and ultimately improve win rates and customer lifetime value.To this end,the CMO Council has teamed with WM America on a thought leadership initiative to advance lead revenue scienc