🎉 Celebrating 10 Years of Excellence in Leadership and Community 🎉

In today's Agency Pulse, gain insight into how:

• B2B account-based marketing (ABM) drives higher-quality leads and stronger ROI by prioritizing personalization, cross-team alignment, and precision targeting.

• A robust brand health program with metrics like CLTV, NPS, and retention rates can strengthen market position and fuel sustainable growth.

• Leaders can transform enterprise change into business growth through strategies like transparent KPIs, cross-functional collaboration, and celebrating fast failures.

For the uninitiated: Agency Pulse is a free, biweekly newsletter designed for the innovative agency leaders of today and tomorrow. Each article featured below is penned by a member of Forbes Agency Council, a community of successful agency owners and executives on a mission to inspire.

Let’s dive in!

How ABM is Redefining B2B Lead Generation

Is your B2B lead generation strategy feeling outdated? Account-Based Marketing (ABM) offers a fresh, results-driven approach by focusing on high-value accounts rather than casting a wide net. ABM delivers personalized, precise targeting that aligns marketing and sales teams—unlocking meaningful engagement and higher ROI.

Explore key takeaways below:

📊 Why ABM Works: ABM uses intent data and ideal customer profiles (ICPs) to prioritize quality over quantity, with ROI up to 200% higher than traditional methods.

✅ Core Components: From personalized messaging to multichannel engagement (think LinkedIn, email, and even Reddit), ABM drives precision targeting.

🎯 Metrics that Matter: Monitor account engagement, pipeline velocity, and deal size to measure campaign success.

Best Practices:

• Update your ICP regularly for relevance.

• Use CRM and automation tools (like HubSpot) to scale campaigns.

• Align sales and marketing metrics, focusing on revenue, not just lead volume.

Read The Full Article >

Keep Your Brand in Check: A Health Checklist for B2B Marketers

Just like personal health, your brand’s health deserves consistent attention. A data-driven brand health program helps identify potential issues early, optimize your marketing efforts, and build long-term loyalty. For B2B marketers, different metrics are crucial to understanding customer dynamics and making informed decisions.

Check out some metrics to track your brand health:

📈 Customer Lifetime Value (CLTV): Gauge long-term customer profitability and uncover loyalty gaps.

💬 Net Promoter Scores (NPS): Measure satisfaction and referral likelihood—critical for referral-heavy B2B models.

👩‍💼 Employee NPS: Low scores can signal internal issues that may impact customer experience and brand reputation.

🏆 Brand Perception & Awareness: Use surveys to track trust, expertise, and competitive positioning within buying committees.

🕵️ Win/Loss Analysis: Understand why buyers choose or pass on your brand to refine strategies.

👀 Content Engagement: Analyze time on page, scroll depth, and shares to align content with audience preferences.

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Turning Change Into Growth: 5 Leadership Strategies for Success

Enterprise change is inevitable, but only 30% of transformation programs succeed, according to McKinsey. What’s the difference? Strong leadership. Empowering teams, fostering transparency, and embracing experimentation can turn change into a catalyst for growth.

Discover leadership strategies to drive success:

📊 Elevate KPIs to a Leadership Priority: Select 3–5 key metrics tied to goals and review them monthly. Data-driven decisions build accountability.

🤝 Cross-Functional Councils: Align teams with shared KPIs to foster collaboration, reduce redundancy, and solve problems faster.

🧪 Run Pilot Projects Before Scaling: Start with small, measurable initiatives (6–12 weeks) to build trust, prove value, and refine your approach before scaling up.

💻 Leverage Transparent Scorecards: Shared dashboards and real-time updates promote team alignment and trust, minimizing confusion and delays.

🛠️ Celebrate Failures as Lessons: Turning failed experiments into learning opportunities sparks innovation and keeps talent motivated to take smart risks.

Read The Full Article >

Wrapping Up

If these articles sparked your interest, we have a network that you will love: Forbes Agency Council.

This exclusive, highly vetted community brings together the brightest agency owners, founders, and executive leaders.

Put yourself at the forefront of the agency landscape with access to publishing opportunities on Forbes.com, a personalized, SEO-friendly Executive Profile, and the chance to network with other respected leaders in the field.

Join Forbes Agency Council today, and become part of a group driving transformation in this field.