Account Based Execution
Business Wire | March 31, 2023
Sendoso, the global industry leader in direct marketing automation, has been named the No. 1 provider in Account-Based Direct Mail for the third straight year by G2, the world’s largest tech marketplace. Sendoso’s top recognition out of nearly 150,000 companies on G2 highlights the company’s continued commitment to providing innovative solutions to help sales and marketing teams engage with customers in more personalized and effective ways.
G2’s Account-Based Direct Mail Report, which is based on verified reviews from actual users, evaluates software solutions that enable businesses to send targeted, personalized, and trackable direct mail to prospects and customers. Sendoso scored the highest in both customer satisfaction and market presence among verified reviews, culminating in its top billing.
“We continue to develop new and innovative ways to strengthen relationships between businesses and their clients, and this achievement validates our efforts,” said Kris Rudeegraap, Sendoso CEO and co-founder. “Personalized and impactful outreach has been at the forefront of our values since day one, and to be recognized by G2 not just multiple times but in three consecutive years is truly an honor. This ranking motivates us to continue pushing the boundaries of what’s possible to make those connections deeper and more authentic.”
According to G2, to be included in the Account-Based Direct Mail category, a product must:
Provide the ability to send personalized, one-to-one direct mail, or gifts, to contacts within a company’s targeted accounts.
Enable companies to measure the impact and ROI of an account-based direct mail campaign.
Sendoso’s sending platform empowers businesses to send highly personalized gifts, eGifts, and branded merchandise, as well as direct mail and handwritten notes, to prospects and customers at scale.
"Sendoso's total commitment to customer satisfaction continues to be validated by nearly 900 authentic customer reviews, and thus have earned G2 Leader recognition in the Account-Based Direct Mail category for a third-straight year,” said Godard Abel, co-founder and CEO of G2.
To learn more about Sendoso and its award winning platform, visit sendoso.com.
About Sendoso
Sendoso is the global leader in Direct Marketing Automation, creating, curating and delivering automated, meaningful experiences for customers of all sizes. The trusted partner of Fortune 100 and Fortune 500 companies worldwide, Sendoso helps customers generate new pipelines, utilize account-based efforts, boost customer retention and increase upsell and cross sell. Sendoso has locations across North America, Europe, and Asia Pacific, and has had more than 800 customers leverage its proven automated solution to deliver nearly four million sends worldwide. Learn more at sendoso.com.
About G2
G2 is the world’s largest B2B tech marketplace, connecting millions of businesses with the products and services they need to grow. G2 offers unbiased ratings and reviews of software and services based on user feedback and market presence, making it easier for businesses to make informed decisions when selecting technology solutions. The platform is home to over one million reviews and counting, with more than five million visitors each month. Headquartered in Chicago, G2 has offices in San Francisco, London, and Bangalore. For more information, please visit www.g2.com.
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Account Based Analytics, Targeted Account Strategy
Influ2 | January 10, 2023
Influ2, a person-based advertising platform, is hosting a webinar titled "Beyond Alignment: A New Approach to Sales and Marketing for B2B," which addresses how businesses can adapt to changes in preferred buying methods in light of an economic downturn. The webinar will show how to get your sales and marketing teams to work together so that you can react quickly to changes in how your customers act.
The webinar, led by the CEO of Influ2 and featuring a principal analyst from Forrester, will discuss how businesses can structure their approach to B2B marketing, sales, and customer success to drive revenue, how marketing can support sales, and what metrics are important for a customer-focused organization. The webinar aims to help organizations become more agile in their approach to B2B marketing, sales, and customer success, enabling them to create better customer experiences that drive greater ROI.
“Marketing and sales alignment is impossible if these teams focus on different stages of the funnel,” said Dmitri Lisitski, CEO and co-founder of Influ2. “True marketing and sales alignment arises when they talk to the same audience in the unified funnel where there is no hand-off between marketing and sales and MQL/MQAs are secondary, if not obsolete.”
(Source: Globenewswire)
The webinar will also focus on the importance of understanding buyer personas and reaching each individual with personalized content. The event will also detail the importance of marketing and sales alignment, the buyer group experience, and how to achieve pipeline momentum. The webinar will serve as a valuable resource for businesses looking to adapt to the changing buying habits of their customers, especially in the midst of an economic downturn.
About Influ2
Influ2 is a Person-Based Advertising platform for B2B companies. It was developed specifically for B2B marketers who want to expand the reach of their businesses and increase their revenue. It serves advertisements to specific decision-makers through display and social networks and provides sales with person-based and buying group insights that drive engagement within their target accounts. These insights can be driven by the fact that it serves advertisements. In environments where people's attention is limited, Influ2 helps you get in front of people who want to engage with you and drives engagement with them.
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Account Based Advertising, Targeted Account Strategy
transmission | August 10, 2022
Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years.
For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line.
The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’.
But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority.
B2B buyers want more from business:
The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership.
Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit.
"COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us."
- Survey response from a B2B marketing leader.
B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience.
Competition is at an all-time high:
The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth.
As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic.
"We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before."
- Survey response from a B2B marketing leader.
However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves.
Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience.
New approaches, old problems:
Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs.
This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance.
Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand.
Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term.
Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.
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