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Share to Twitter Share to Linkedin As the Forrester B2B Summit gets underway today, marketers will be assembling to discuss the latest changes in technologies that help them do their jobs more effectively. And no category has gone through more changes over the past two years than the tools for account-based marketing (ABM). And the changes aren’t finished! What is driving the evolution of ABM platforms? According to Forrester’s lead analyst for the category, Malachi Threadgill, it is a response to the way marketers and sellers are adjusting to the changes among B2B buyers. He explained, “We tend to think about marketing in an old way, which is leads - MCLs and SQLs. The reality is that 84% of B2B decisions are made by a committee of four or more. The toolsets have caught up to understand that a lead is just a signal. If one person downloads a form, it's a signal that the buying group is likely looking at that.” He continued, “At a high level, the … [Read more...] about Why The Evolution Of ABM Is Creating Both Confusion And Opportunity For B2B Marketers

Pietro Labriola - A + A MILAN (May 5): The head of Telecom Italia (TIM) said on Thursday he was confident of clinching a preliminary agreement to merge Italy's biggest phone group's network assets with those of rival Open Fiber within days. "There have been some delays... but stakeholders are interested in carrying out the project. I don't see problems," chief executive officer (CEO) Pietro Labriola said during a press briefing with journalists after first-quarter results. The debt-laden former phone monopoly is working on an overhaul centred around a split of its service businesses from its wholesale network operations, after ending talks last month on a takeover approach from US fund KKR. As part of the break-up plan, TIM has started talks with state lender CDP to revive a long-mooted project to combine its fixed network assets with those of broadband rival Open Fiber. CDP owns 60% of Open Fiber and 10% of TIM. Labriola said funds KKR and Macquarie, … [Read more...] about Telecom Italia CEO confident deal within reach on single network