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

Staff Writer | December 12, 2016

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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SOFTWARE AND TOOLS

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Onomondo | November 22, 2022

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INDUSTRIAL IOT

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Sumitomo Corporation of Americas | November 25, 2022

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ENTERPRISE IOT

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SORACOM | November 23, 2022

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SOFTWARE AND TOOLS

Onomondo Launches Unique SoftSIM to Transform Internet of Things

Onomondo | November 22, 2022

Getting an Internet of Things (IoT) project off the ground has historically looked something like this: you receive your IoT device, you choose a provider and a data plan, the provider or carrier sends you a SIM card, and you then insert your SIM into your device to connect to your provider. However, if you want to switch to a different provider, you’ll need to physically remove the SIM card from every device and repeat the same process with the new provider. For many IoT projects, particularly those in remote or isolated locations, this is a friction-filled process, often resulting in vendor lock-in, hindering the uptake and scaling of projects. So-called “eSIMs” have grown in popularity in recent years to tackle this friction. Enabled by eUICC (Embedded Universal Integrated Circuit Card) standards, users can now load new carrier profiles digitally, over the air, eliminating the need to physically swap SIM cards. While this solution offers more flexibility than regular SIMs, the commercial agreements can be equally binding through bootstrapped network profiles, and hardware still needs to be installed into each device. The Onomondo SoftSIM offers a new frictionless pathway. The SIM is downloaded from the cloud onto chipsets already found in devices which brings IoT time to deployment down to virtually zero. The Onomondo operator agnostic approach, which gives customers the ability to choose their network and exactly the type of service they need depending on the product they are tracking, means that customers don’t suffer from any hidden lock-ins or unnecessary costs. Making the SIM downloadable also means that customers only start paying to track their devices when they need to, rather than paying upfront for a SIM card and associated costs in connection to its installation. For users, this means lowering the bill of materials for companies rolling out IoT by between 50-90% depending on the scale of the fleet. Onomondo has redesigned existing IoT connectivity architecture through integrating more than 700 operators at the Radio Access Network (RAN) level across more than 180 countries, as well as layering its own API-based IoT platform on top. With the new SoftSIM, as soon as the SIM is downloaded, assets can seamlessly move across national borders without the inherent complexity of roaming. Onomondo customers can also gain granular, real-time insight into the performance of each connected device, allowing them to tap into their global grid and troubleshoot IoT devices from anywhere. Data is transferred directly across the Onomondo virtual network to one of the firm’s cloud partners (Microsoft Azure, AWS, IBM Watson and more), so enterprises can easily understand what is going on between devices and the network, through to the core network, and on to the IoT cloud from a single interface. “The move to a plug and play SIM card is the catalyst that IoT has needed to be deployed at scale and to start to reach its full potential. In terms of significance, we see the development of a downloadable SoftSIM as comparable to the impact that the Cloud had on the internet. By eliminating the requirement for a complex physical connection, it removes an important friction point as well as opening the door to a broad spectrum of people to bring true innovation and creativity to IoT as the customer needs develop. The SoftSIM will also make an important contribution to improving IoT sustainability, eradicating the need for billions of chips a year to be manufactured, transported and installed.” Michael Karlsen, Co-Founder & CEO, and Henrik Aagaard, Co-Founder & CTO at Onomondo Based on a Trusted Connectivity Alliance report, in 2021 SIM card production resulted in 560,000 tons of CO₂ emissions and 18,000 tons of plastic. SIM production is expected to grow rapidly as connected IoT devices are predicted to reach 27 billion by 2025. SoftSIM has the potential to reduce CO₂ emissions, while virtually eliminating the plastic and polymer waste resulting from SIM card production. Innovations like these are important steps for the ICT industry to meet its goal of reducing greenhouse gas emissions by 45% between 2020 and 2030. Earlier this year Onomondo announced a new $21m growth investment led by Verdane, a leading growth equity investment firm that specialises in scaling digital consumer, software, and sustainable society businesses. Onomondo will leverage the new funds to drive growth and meet its planned projection of tripling its ARR in 2022 and 2023. The company also plans to scale its team from 50 to 100 over the next year, helping to expand its customer base, which currently includes the likes of Bosch, Carlsberg, and Maersk.

Read More

INDUSTRIAL IOT

Sumitomo Corporation of Americas Makes Strategic Investment in IoT Software Company ClearBlade

Sumitomo Corporation of Americas | November 25, 2022

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Read More

ENTERPRISE IOT

SORACOM Applies for Listing on the Tokyo Stock Exchange

SORACOM | November 23, 2022

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Read More