Infinite Edge Consulting (IEC), a leading marketing consulting firm, and Folloze, creators of the world’s first and only codeless B2B shopping experience platform, today announced a service partnership strategy. to help customers efficiently navigate their journey to maximize their success with ABM and accelerate their transition to an ABM-centric demand generation approach. This partnership is an important step in the evolution of Infinite Edge ABX maturity, giving digital marketing leaders, ABM managers, CMOs and CROs the opportunity to scale their efforts. their ABM force and the account-driven pilot of the multifunctional GTM model.
“Folloze is committed to transforming B2B marketing to become the critical driver of growth by working in lockstep with their sales partners,”
“Our customers and their marketers understand the importance of moving fast, engaging buyers, and first party insights. They are rapidly transforming to a truly agile approach, with technology as a critical enabler, to scale their organizations and succeed in all types of market conditions. We’re excited to be able to offer strategic services to help our customers accelerate on their journey to true agility, scale, and performance.”
Folloze CEO Etai Beck.
The imperative of the ABX .
model With marketers today expecting to accelerate sales and generate more revenue with less budget, this is becoming a major factor in why the B2B world is rapidly moving from traditional demand generation models to account-based experience (ABX) models. The modern and efficient ABX model helps the entire organization grow beyond large accounts. By treating all potential accounts and their individual buyers as individuals and as part of a collective buying committee, marketers will begin to realize that the buying process the desire is to make as much digital as possible. As a result, the marketing role now helps the entire account deal with its business programs efficiently and effectively by responding to their needs immediately and supporting relationship building development. throughout the life cycle.
Delivering the experience buyers demand today will require a shift in the overall operating model, strategy, technology and process approach. And while knowing what you need to do is a good start, it’s not the same as knowing how to do it, so there will be an impact soon. In fact, coming from a traditional demand-generating background, many marketers don’t know how to really embrace this new way of working. They struggled to achieve real alignment with sales and didn’t know the best way to bring the two groups together. Additionally, the transition from old-school demand generation to a modern ABX model is a massive undertaking, requiring large-scale change management.
“We believe scaling ABX is the key to driving meaningful impact for B2B brands and we have seen a significant increase in interest from marketing leaders across our industry,”
“Through our work with Folloze, we have been fortunate to be on the inside of many of these companies going through this transformation and we see the challenges, but also the amazing results that shifting to this type of GTM model provides. We are seeing a huge opportunity to drive rapid change, get the industry back on track, and help CMOs truly become the drivers of growth they are meant to be. We’re fortunate to have a partner like Folloze not only for their technology that makes true agility and engagement possible, but for their passion and expertise in helping top B2B brands drive real growth.”
Executive Founder of Infinite Edge Consulting and Folloze CMO Mary Gilbert.
Organizational change requires a strategic ABM approach
A major challenge for organizations is to view ABM simply as a niche marketing initiative. As organizations grow, traditional ABM practitioners are encouraged to grow, but lack the skills to drive the change needed across the organization. Most demand generation marketers with experience driving the traditional MQL model have a limited understanding of how to work with downline sales to nurture accounts and run synergies. The ability to streamline and centralize sales and marketing collaboration may require additional expertise and a solid understanding of how to maximize an organization’s data and technology stack to create a seamless guest experience success line or vision.
“Providing our customers support to drive change across the organization to ensure they can very quickly begin to realize the value that the Folloze platform enables is our top priority,”
“We are thrilled to be able to extend the services solution from Infinite Edge providing that deep guidance and support needed to scale a seamless experience across buyer journeys, buying groups, and omnichannel campaigns. By helping our customers, many of them multinational companies, navigate how to build and deploy cross-organization programs, they will be able to realize the value of their ABM investments more quickly.”
Folloze Sr. VP of Customer Success, Adi Aloni.
IEC ABX Solution Services
IEC’s new ABX services solution offers a team of experts who can help B2B marketing organizations overcome key challenges, implement organization-wide change, and successfully navigate this journey.
Specifically, the IEC team of experts can help organizations with:
– Program assessment and strategic planning
– Sales and marketing alignment
– Change management
– Team training and reskilling
– Tech stack optimization
-Campaign development and execution