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

"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