Performance Marketing Q&A With Gary Skidmore, CEO Of Aberdeen Group

Performance Marketing Q&A With Gary Skidmore
We spoke with Gary Skidmore, the CEO of the Aberdeen Group, and asked him to share his insights on lead velocity and marketing performance.  Gary has a well-established track-record of innovation in marketing acceleration from his time as a small business entrepreneur, global company executive and currently as CEO at the Aberdeen Group.

Here are his thoughts on what he’s seen work when it comes to sales and marketing speed.

DECK 7: What do you see as major impediments to marketing performance and ultimately more leads?GARY SKIDMORE: Simply put, marketers continue to get bogged down when they don’t have a clear understanding of who their best customers are, how they think and then what type of information might be most useful for them. When it comes to understanding customers, clarity helps to focus all marketing acceleration efforts (and related lead quantity and quality) on the things that matter to your customer.  That’s a good thing.

D 7: How are leading companies addressing the issue of performance and velocity? GS: We see, from our Aberdeen Group research, that many companies continue to invest in data, predictive tools,

"Performance marketing requires a precise understanding of where to spend your valuable resources along with what to do to accelerate engagement."

content and other marketing technologies to try and solve the issue of performance. However, one of the problems is that while all these tools are great, they usually don't work unless you have some level of integration. For example, data is needed, but how do you align that data by segment with a message? Then, once you identify a trending message, how do you ensure that the content you’re creating actually gets noticed and can drive engagement fast. Best-in-class companies are ones that are integrating data, targeting, messaging and content into one continuous workflow.

D 7: What new innovations are making the scene to help marketers get results faster? GS: There are a number of companies that have launched over the last 12 to 24 months that address data and content discreetly. Regarding data tools, many of these new platforms talk about how you might “predict” who’s about to purchase.  The content and messaging tools might also give you the ability to create and distribute content more readily internally and externally. However, as mentioned above, sometimes these individual technologies don’t go far enough.

Where does Aberdeen play in helping clients improve their marketing velocity? We’re a company spending the majority of our time building solutions that integrate advanced data, machine learning and aligned content to help companies know who to approach first and what to say to them to drive accelerated engagement. Our data and content platform, Lead Essentials, does just that by aligning the best in-market accounts with content that is guaranteed to get them to engage. We've integrated these important functions into one platform and workflow. We’re changing the way marketing works and speeding up the process and related effectiveness significantly. In other words, more conversion and more leads, faster.



D 7: Who are your current customers and how does one take advantage of your solutions (both end users and partners)? GS: Lead Essentials, as well as our other products and services are right for just about any mid to large-size B2B organization. We don't just help organizations find more leads, we give them a fuller picture of who they are, how to reach them and how to get them engaged. We offer a SAAS model with our integrated data and content solution, as well as other ways to engage with us for more custom work. We are aggressively looking for ways to partner with other like-minded technology, data or content providers to help fuel their businesses with our unique data and content assets. To find out more about Aberdeen, visit us at www.aberdeenservices.com


ABOUT ABERDEEN GROUP

Aberdeen Group is a technology and services company that helps tech sales and marketing executives distill smart data science into actionable moments. Aberdeen helps companies win through their unique targeting capabilities (using the CI Technology Data Set), advanced analytics using their own innovative proprietary and public data sources, and their original and research based content engine.

For more information on Aberdeen’s leading data and content platform, Lead Essentials, check out the demo here. If you’re looking for ideas, check out the Aberdeen idea book, chock full of ways that you can use our data and content for your own marketing programs.

You may also be interested in Aberdeen’s latest Guidebook on Account-Based Targeting. Find out new ways to think about what accounts need to be in your account-based sales and marketing programs.  Enjoy!

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Innovation Pioneer RobotLAB Celebrates Banner Year Fueled by Franchising and Key Partnerships

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As more companies nationwide seek accessible, easy-to-integrate robotics solutions, RobotLAB envisions a clear and wide path for continued success in 2024 and beyond. “I am deeply appreciative to work alongside a talented and dedicated team who made 2023 our strongest year to date, and we’re motivated by portfolio growth, new franchisees and notable partnerships to reach even more milestones in 2024,” said RobotLAB Founder and CEO, Elad Inbar. “Last year was characterized by intentional, bold steps – like launching the world’s first robotics integration franchise program - not only to enable corporate growth, but to fuel the growth of the entire robotics industry.” In 2023, RobotLAB proudly debuted a first-of-its-kind robotics integration franchise model, which established the nationwide infrastructure required to meet the rapidly growing marketplace demand for robotics solutions in key economic sectors, including delivery, cleaning, education and customer service. In the six months following the launch of the program, RobotLAB awarded 26 territories to five franchise groups in Dallas-Fort Worth, Texas, Charlotte, N.C., Raleigh, N.C., Atlantic City, N.J., and Ft. Lauderdale, Fla., with agreements for an additional 23 territories near completion. The innovative program was an immediate magnet for experienced franchisees wanting to diversify their portfolios, as well as entrepreneurs looking to enter the franchising world via the only future-proof, robot franchise available. With franchised offices now open in key markets across the country, and more in the pipeline, RobotLAB is building a reliable, customer-driven network of robotics professionals who can provide sales, tailored programming, onsite integration, and repairs to local communities and regional economies – ensuring more companies can access, understand and realize robotics solutions that will dramatically improve their business. RobotLAB’s successful 2023 was also marked by landmark partnerships with leaders in the public and private sectors. RobotLAB inked an agreement with the American Samoa Department of Education to provide more than 150 technology carts to the nation’s public schools. Each cart included humanoid robots, virtual reality headsets, laptops, tablets and lesson plans to expose students to age-appropriate technology and encourage a mastery of computer science, artificial intelligence, automation, STEM and robotics. On the commercial side, RobotLAB was tapped by B2B technology leader LG Business Solutions USA to expand the integration of its state-of-the-art hospitality robots, LG CLOi ServeBot and LG CLOi GuideBot, in restaurants, hotels and similar venues throughout the United States. The innovative robotics integrator was also named Bear Robotics’ preferred U.S. dealer partner for its deep knowledge of the restaurant and hospitality sectors. Finally, RobotLAB renewed its master distributor agreement with United Robotics Group (URG), ensuring the NAO and Pepper robots are equipped with top-tier software and curricula, and sold, integrated, serviced and repaired via RobotLAB’s best-in-class processes, as they have been since 2009. Numerous 2023 industry accolades further underscored RobotLAB’s standing as the market leader for robotic solutions and reinforce its reputation as a go-to robotics partner. Last year, the company collected several prominent honors, including LATF Daytime Beauty: Innovator of the Year, Franchise Journal: Top Brands of 2023, QSR Magazine: Digital Disruptor, ICX Elevate: Customer Experience Excellence Award and D CEO & Dallas Innovates: Innovation Award Finalist. RobotLAB is well-positioned to continue its impressive momentum in 2024 and beyond, thanks to significant portfolio expansion, a bevy of high-profile strategic partnerships and an already successful and attractive franchising opportunity introduced in 2023. About RobotLAB Since 2007, RobotLAB has guided businesses to dramatic bottom-line increases by helping them harness and leverage the immense power of automation. Catering to an array of economically critical industries that span education, finance, healthcare, delivery and hospitality, RobotLAB provides robotic business solutions that improve ROI and enhance the user experience. With a multitude of in-house teams and department specialists, the company remains focused on a seamless integration process that begins with an in-depth assessment of client needs. Sales and delivery experts ensure proper product immersion while implementation and installation professionals ensure peak performance. In a world replete with business uncertainties, RobotLAB ensures operational consistency through technology. In 2023, RobotLAB launched the first robotics integration franchise program to best serve growing demand for robotics across the U.S. in nearly all business sectors.

Read More

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