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Why Uber’s South African target market is distinctive

ASK Alon Lits how big the potential market is for Uber in SA and he answers by citing the estimated 3.6-million private cars on the road in Gauteng. That Lits, who is Uber’s GM for sub-Saharan Africa, sees car ownership as a proxy for potential market size, says much about Uber’s distinctive positioning in SA. E-hailing ride service Uber has disrupted the market globally, eliciting protests from taxi drivers everywhere, just as it did in Johannesburg on Tuesday, in response to the Gauteng provincial government’s decision to register Uber partner-drivers as metered taxis of a special type. But the disruption Uber has wrought in SA’s big cities has been far more about creating a new market of people who never used to catch taxis — at least not at home — than it has been about introducing competition into the existing metered-taxi market.

Spotlight

Riverbed Marketing

Riverbed Marketing is a results-driven inbound marketing agency that partners with companies like yours to create measurable growth. If your company invests in predictable rapid growth - and believe in partners and teamwork - we might be a good fit. Who Can We Help? If your company needs a better marketing strategy but has great internal employees and resources who can execute on the work, we can identify and introduce new strategic ideas which are focused on achieving your business goals.

OTHER ARTICLES
Buyer Intent Data

5 Essential Elements of an Intent Data Strategy

Article | September 11, 2023

Intent data is a modern sales intelligence tool that helps you capture a prospect’s buying signals. By using an effective intent data strategy, you can be the first to reach out to a prospect and aim for a conversion. In an interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about the importance of data in converting leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” According to SalesIntel, 97% of B2B marketers agree that intent data will give brands a competitive edge. Intent data collects signals that come from consumption of content like: Blogs and infographics Product comparisons Product reviews Message boards Case studies News However, it can be challenging to incorporate intent data into marketing and sales initiatives. Regardless of whether you're working with first-party, second-party, or third-party intent data, it can have multiple applications across a range of systems and workflows and may overwhelm your team. An excellent B2B intent data approach can ease the process and use of intent data. Motivate your team to harness the power of intent data to drive business growth. 5 Essential Elements of an Intent Data Strategy 52% of B2B tech companies implement an intent data strategy in their account-based marketing program. (Source: SalesIntel) This statistic shows that more and more B2B marketers are seeking the help of intent data to make their account targeting more effective. Let us look at what essential steps you should take while integrating B2B intent data into your account-based marketing program. Alignment: Your Intent Data Strategy Should Line up with Your ABM Strategy To get the results you expect, synchronize it with your ABM marketing strategy. You can use intent data in different ways to optimize your account-based marketing. Here are two of the many ways it can help you with target account prioritization: Bind the intent data to your ICP criteria. Which ones show buyer intent out of the accounts that match your ICP? This information can help your marketing team push these accounts further into the funnel. Your sales reps will have meaningful communication with these target accounts. Overall, the chances of conversion will go up because you know the intent of your ICP-based target accounts. There may be net new accounts showing buyer intent but they fall outside your pre-defined ICP. Segment these accounts and increase your sales pipeline. If your company doesn't have a lot of data, this use case can help you change or define your ICP criteria and help your sales pipeline. Buy-In: Bring Your Teams Together For all the teams to come together and work towards the same business goals and objectives, you need to get buy-in from the C-suite of your company. Only your leadership can drive your sales and teams to break silos and work with the mindset of establishing processes and using tactics that can create harmony between them. Ensure that the teams understand what you want to achieve with intent data for ABM. Share it with them and align on a follow-up strategy, metrics, and key accounts. Set up training programs so that your teams understand the newness and precision that intent data will bring to account-based marketing. Testing: Begin with a Small Pilot Apply your strategy to a small set of accounts. Involve limited sales team members within your company, probably a team you are closely associated with, to oversee the use of intent data in B2B marketing through your ABM program. This can help you understand where the strategy needs to be tweaked and what approach you need to use while using intent data. Pilot testing is an effective way of streamlining and recording your processes. It can be the foundation for implementing all your intent data initiatives for other sales teams over time. Get everyone on board to analyze the results of your pilot test and then decide on the best way to integrate intent data into your account-based marketing program. Analysis: Examine the Performance Metrics To gauge the impact of intent data on your account-based marketing program, you must collect conversion rates before the pilot test. This way, you can compare the before and after rates and examine how intent data helps ABM. Marketing and sales teams can look at what works and eliminate what doesn’t. This learning curve is crucial before you use intent data companywide. Integration: Collate Your Systems with Intent Data You can amplify the impact of your data strategy by integrating it with your systems like CRM, marketing automation software, and ABM platform. Through intent-based marketing, you can increase the performance and visibility of your brand throughout the sales funnel. Integration can also spearhead landing deals and expand your account-based strategy across different domains. Implementing an intent data strategy step-by-step can lead to success and benefit all teams across all departments, increase customer satisfaction, and enable you to scale your business. Kazoo Saw a 2-3x Increase in Reply Rates after Using Bombora’s Company Surge Kazoo, an employee experience platform, integrated data from Bombora’s Company Surge buyer intent data tool with its 6sense account engagement platform data. It saw a 2-3x increase in reply rates. Conclusion When combined with additional data, B2B intent data can help you develop a scoring model that considers fit and engagement, making it more effective. If you use intent data in B2B marketing correctly, it can be a great way to improve your ABM strategy. FAQ How can an intent data strategy enhance ABM? It can help in ABM marketing by indicating early buyer interest, facilitating content personalization, and helping with creating targeted account lists and lead scoring. How can sales and marketing teams benefit from intent data? Sales and marketing teams can use intent data for ABM to create effective go-to-market strategies, accurate target account segmentation, and personalized outreach. What does intent data do to improve lead scoring? Intent data provides predictive purchase insights. With the help of this information, you can approach the accounts close to making purchase decisions.

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Account Based Data

How Predictive Analytics Contributes to Pipeline and Revenue Growth

Article | June 29, 2023

For B2B marketers like you, wouldn’t it be great to know which buyers are ready to purchase and when? It would be, but this doesn’t generally happen. Marketing and sales teams across businesses spend their time trying to find the perfect prospects instead of focusing on selling to the accounts that actually want to buy. What Goes into Prospecting? Prospecting is an entire process that is not only time-consuming but might not lead to anything worthwhile. Common steps involved in prospecting include: Finding accounts that fit your target account profile Zeroing in on the point of contact to get in touch with the account Creating messaging to influence prospect’s buying decision Wait for the prospect to answer calls It is no wonder that prospecting is the most difficult part of sales. According to research by Sales Insights Lab, 50% of the prospects you go after aren’t a good fit for your product. To add to the mix, sorting through incomplete forms, questionnaires, anonymous web visits, and event attendee lists is backbreaking work. Predictive Analytics: Pipeline Growth and Revenue Covered ABM relies heavily on high-quality data management and analysis. It is based on quality and, not quantity. It can succeed only if the prospect account’s data like management hierarchy, business practices, pain points, requirements, etc. is interpreted, analyzed and utilized properly. This is where predictive analytics comes in. A predictive analytics model looks at how different parts of an account relate to each other and ranks them. A large amount of data can be successfully interpreted this way. Data mining, statistics, and text analytics uncover different patterns and relationships to give insights into an account’s behavior and outcomes based on data. A Predictive Analytics Model Boosts Your ABM Strategy Here is how predictive analytics can boost your ABM strategy: Prioritizing Accounts Based on Rating Marketing representatives need to approach prospects at the right time to capture expected revenue. Predictive analytics gives real-time data, forecasts into when to approach a prospect to get the conversion. With deep data insights, predictive analytics optimizes ABM and the allocated marketing budget. Personalized Messaging Personalized messaging is possible only when the data at hand goes beyond account intelligence-based numbers. Predictive analytics goes a step ahead, forecasts buyer behavior and gives marketers a tool to create content that appeals to every individual in the prospect account’s buying group and leads to conversion. Objective Scoring As accounts near the end of the sales funnel, predictive analytics forecasts the best time for sales overview, so risks like data deletion are bypassed. Getting Ready to Adopt Predictive Analytics To adopt predictive analytics in your ABM strategy, you need to follow these steps: Create an ABM-centric organization where content marketers apply ABM Marketing and sales teams need to understand predictive insights and its implementation in ABM Align your marketing and sales teams Decision makers understand predictive insights and how they are used at the grass-root level Wrapping It Up! Focus your investments on an intent data set based on predictive analytics and AI learning to make the most of the high-quality data insights without worrying about underlying technologies.

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Programmatic ABM

How to Adapt B2B Digital Marketing to the Buyer Journey in 2020

Article | June 9, 2022

Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Once we understand what’s already working for a client, we can then apply an informed strategy to amplify their successes. Occasionally, we may also recommend that a client step back from a few marketing tactics that might not be working well enough.

Read More
Core ABM

The Power of Dual Funnel: Inbound Weds ABM

Article | February 22, 2022

Since the introduction of account-based marketing, B2B marketing has evolved. According to Forrester, as of 2025, "account-based marketing" will be overtaken by "account-centric marketing," which will be the way most B2B companies find, plan, manage, and measure purchase and post-sale actions. A Brief The marketing departments of multibillion-dollar corporations were early users of ABM. Over the years, they have made significant investments in their ABMprocesses and technologies. The exercise worked flawlessly for them. Their business circumstances made them ideal candidates for ABM, for instance lengthy sales cycles, high transaction sizes, and several decision-makers in purchasing committees. They have now realized that shooting in the dark and probably what sticks around is not the ideal method to develop a sustainable GTM process for their organizations. Moreover, they're debating whether to maintain their investment in inbound marketing methods and alternatively abandon it entirely! On the other hand, smaller businesses are lagging behind in ABM implementation. They are aware that their existing spray and pray procedures are inefficient and require immediate improvement. They are powerless to ignore the continual buzz about the benefits of ABM and the larger good it may unlock for their firm. And yet, they are confused about how to begin. Additionally, they will learn how to integrate ABM into their current marketing processes. They exist in a perpetual state of contradiction, torn between the fear of missing out and the danger of prematurely disturbing the apple cart (the switch to ABM). Their meager marketing budgets and resources do little to aid them in decision-making. As a result, marketing teams (large and small) are faced with a fundamental question: "Should I abandon inbound marketing methods in favor of ABM?" The answer is a strict no! Both are essential. Why Are Marketers Skeptical of the Efficacy of Inbound Marketing Strategies? Current inbound B2B marketing practices are fragmented and generic, attracting the wrong types of leads. With a heterogeneous set of digital touchpoints, each with its own data silo, insights are dispersed throughout the organization, owing to multiple native dashboard management and data collectors. What's behind the inbound demand funnel? Inbound marketing is majorly concerned with attracting users or customers to your business's offerings. Three stages comprise the inbound funnel: attract, engage, and close. It enables marketers to communicate with each of these categories on a value-based basis. Things get muddled when there are a lot of digital touch points for inbound marketing strategies, like search engine optimization, social media marketing, digital and offline branding, and so on. This results in the decentralisation of insights. Marketers increase interaction through the use of social media and landing sites. The sales team generates leads through email campaigns. Client Relationship Managers respond to inquiries via automated content management systems. Due to the dispersed nature of the touchpoints, the issue is ensuring that communications are consistent and personalized across the various account segments. What's behind the ABM funnel? Identify: Identify the accounts that most closely match your company's ideal customer profile criteria. Engage: Use personalized and specialized content to reach out to and nurture those accounts, and urge them into conversion. Establish and Expand: Attract new customers and uncover possibilities to expand existing accounts through a variety of customer marketing methods such as cross-sell, upsell, and retention. ABM & Inbound Marketing - the Convergence of the Funnels A common misunderstanding is that an ABM funnel and an inbound funnel are opposed. ABM and inbound marketing are not mutually exclusive strategies. Indeed, they complement one another. Both are facets of the same coin. B2B marketers use ABM and inbound demand generation to have maximum impact. These two tactics combine to create a new funnel known as the "dual funnel." The dual funnel strategy entails maintaining a high-volume demand generation funnel in addition to a highly targeted account-based funnel. Both funnels function in tandem to engage a target demographic with a high level of intent and an inclination to buy. This dual funnel strategy enables the identification of target accounts and the provision of tailored experiences through account-based approaches. In a mature ABM program, marketers keep an eye on target accounts, retire underperforming ones, and replace them with new high-intent clients found and qualified through the inbound demand generation funnel, which is how they find and qualify new clients. Conclusion: When these two procedures are integrated, inbound marketing successfully generates leads. Additionally, account-based marketing focuses on customizing and delivering one-on-one messages and engagements to target accounts. Optimize your inbound marketing approach to generate the highest quality leads across all channels. When you set up your ABM funnel, only use it to get the most qualified leads. Then, use it for highly personalised and targeted marketing.

Read More
Buyer Intent Data

2023 Buyer Intent Data Trends: What Growing Businesses Need to Know

Article | September 11, 2023

Intent data is a modern sales intelligence tool that helps you capture a prospect’s buying signals. By using an effective intent data strategy, you can be the first to reach out to a prospect and aim for a conversion. In an interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about the importance of data in converting leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” According to SalesIntel, 97% of B2B marketers agree that intent data will give brands a competitive edge. Intent data collects signals that come from consumption of content like: Blogs and infographics Product comparisons Product reviews Message boards Case studies News However, it can be challenging to incorporate intent data into marketing and sales initiatives. Regardless of whether you're working with first-party, second-party, or third-party intent data, it can have multiple applications across a range of systems and workflows and may overwhelm your team. An excellent B2B intent data approach can ease the process and use of intent data. Motivate your team to harness the power of intent data to drive business growth. 5 Essential Elements of an Intent Data Strategy 52% of B2B tech companies implement an intent data strategy in their account-based marketing program. (Source: SalesIntel) This statistic shows that more and more B2B marketers are seeking the help of intent data to make their account targeting more effective. Let us look at what essential steps you should take while integrating B2B intent data into your account-based marketing program. Alignment: Your Intent Data Strategy Should Line up with Your ABM Strategy To get the results you expect, synchronize it with your ABM marketing strategy. You can use intent data in different ways to optimize your account-based marketing. Here are two of the many ways it can help you with target account prioritization: Bind the intent data to your ICP criteria. Which ones show buyer intent out of the accounts that match your ICP? This information can help your marketing team push these accounts further into the funnel. Your sales reps will have meaningful communication with these target accounts. Overall, the chances of conversion will go up because you know the intent of your ICP-based target accounts. There may be net new accounts showing buyer intent but they fall outside your pre-defined ICP. Segment these accounts and increase your sales pipeline. If your company doesn't have a lot of data, this use case can help you change or define your ICP criteria and help your sales pipeline. Buy-In: Bring Your Teams Together For all the teams to come together and work towards the same business goals and objectives, you need to get buy-in from the C-suite of your company. Only your leadership can drive your sales and teams to break silos and work with the mindset of establishing processes and using tactics that can create harmony between them. Ensure that the teams understand what you want to achieve with intent data for ABM. Share it with them and align on a follow-up strategy, metrics, and key accounts. Set up training programs so that your teams understand the newness and precision that intent data will bring to account-based marketing. Testing: Begin with a Small Pilot Apply your strategy to a small set of accounts. Involve limited sales team members within your company, probably a team you are closely associated with, to oversee the use of intent data in B2B marketing through your ABM program. This can help you understand where the strategy needs to be tweaked and what approach you need to use while using intent data. Pilot testing is an effective way of streamlining and recording your processes. It can be the foundation for implementing all your intent data initiatives for other sales teams over time. Get everyone on board to analyze the results of your pilot test and then decide on the best way to integrate intent data into your account-based marketing program. Analysis: Examine the Performance Metrics To gauge the impact of intent data on your account-based marketing program, you must collect conversion rates before the pilot test. This way, you can compare the before and after rates and examine how intent data helps ABM. Marketing and sales teams can look at what works and eliminate what doesn’t. This learning curve is crucial before you use intent data companywide. Integration: Collate Your Systems with Intent Data You can amplify the impact of your data strategy by integrating it with your systems like CRM, marketing automation software, and ABM platform. Through intent-based marketing, you can increase the performance and visibility of your brand throughout the sales funnel. Integration can also spearhead landing deals and expand your account-based strategy across different domains. Implementing an intent data strategy step-by-step can lead to success and benefit all teams across all departments, increase customer satisfaction, and enable you to scale your business. Kazoo Saw a 2-3x Increase in Reply Rates after Using Bombora’s Company Surge Kazoo, an employee experience platform, integrated data from Bombora’s Company Surge buyer intent data tool with its 6sense account engagement platform data. It saw a 2-3x increase in reply rates. Conclusion When combined with additional data, B2B intent data can help you develop a scoring model that considers fit and engagement, making it more effective. If you use intent data in B2B marketing correctly, it can be a great way to improve your ABM strategy. FAQ How can an intent data strategy enhance ABM? It can help in ABM marketing by indicating early buyer interest, facilitating content personalization, and helping with creating targeted account lists and lead scoring. How can sales and marketing teams benefit from intent data? Sales and marketing teams can use intent data for ABM to create effective go-to-market strategies, accurate target account segmentation, and personalized outreach. What does intent data do to improve lead scoring? Intent data provides predictive purchase insights. With the help of this information, you can approach the accounts close to making purchase decisions.

Read More
Account Based Data

Top 10 Buyer Intent Data Tools for Maximizing Business Growth in 2023

Article | June 29, 2023

For B2B marketers like you, wouldn’t it be great to know which buyers are ready to purchase and when? It would be, but this doesn’t generally happen. Marketing and sales teams across businesses spend their time trying to find the perfect prospects instead of focusing on selling to the accounts that actually want to buy. What Goes into Prospecting? Prospecting is an entire process that is not only time-consuming but might not lead to anything worthwhile. Common steps involved in prospecting include: Finding accounts that fit your target account profile Zeroing in on the point of contact to get in touch with the account Creating messaging to influence prospect’s buying decision Wait for the prospect to answer calls It is no wonder that prospecting is the most difficult part of sales. According to research by Sales Insights Lab, 50% of the prospects you go after aren’t a good fit for your product. To add to the mix, sorting through incomplete forms, questionnaires, anonymous web visits, and event attendee lists is backbreaking work. Predictive Analytics: Pipeline Growth and Revenue Covered ABM relies heavily on high-quality data management and analysis. It is based on quality and, not quantity. It can succeed only if the prospect account’s data like management hierarchy, business practices, pain points, requirements, etc. is interpreted, analyzed and utilized properly. This is where predictive analytics comes in. A predictive analytics model looks at how different parts of an account relate to each other and ranks them. A large amount of data can be successfully interpreted this way. Data mining, statistics, and text analytics uncover different patterns and relationships to give insights into an account’s behavior and outcomes based on data. A Predictive Analytics Model Boosts Your ABM Strategy Here is how predictive analytics can boost your ABM strategy: Prioritizing Accounts Based on Rating Marketing representatives need to approach prospects at the right time to capture expected revenue. Predictive analytics gives real-time data, forecasts into when to approach a prospect to get the conversion. With deep data insights, predictive analytics optimizes ABM and the allocated marketing budget. Personalized Messaging Personalized messaging is possible only when the data at hand goes beyond account intelligence-based numbers. Predictive analytics goes a step ahead, forecasts buyer behavior and gives marketers a tool to create content that appeals to every individual in the prospect account’s buying group and leads to conversion. Objective Scoring As accounts near the end of the sales funnel, predictive analytics forecasts the best time for sales overview, so risks like data deletion are bypassed. Getting Ready to Adopt Predictive Analytics To adopt predictive analytics in your ABM strategy, you need to follow these steps: Create an ABM-centric organization where content marketers apply ABM Marketing and sales teams need to understand predictive insights and its implementation in ABM Align your marketing and sales teams Decision makers understand predictive insights and how they are used at the grass-root level Wrapping It Up! Focus your investments on an intent data set based on predictive analytics and AI learning to make the most of the high-quality data insights without worrying about underlying technologies.

Read More
Programmatic ABM

A short history of Pride Month

Article | June 9, 2022

Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Once we understand what’s already working for a client, we can then apply an informed strategy to amplify their successes. Occasionally, we may also recommend that a client step back from a few marketing tactics that might not be working well enough.

Read More
Core ABM

The Power of Dual Funnel: Inbound Weds ABM

Article | February 22, 2022

Since the introduction of account-based marketing, B2B marketing has evolved. According to Forrester, as of 2025, "account-based marketing" will be overtaken by "account-centric marketing," which will be the way most B2B companies find, plan, manage, and measure purchase and post-sale actions. A Brief The marketing departments of multibillion-dollar corporations were early users of ABM. Over the years, they have made significant investments in their ABMprocesses and technologies. The exercise worked flawlessly for them. Their business circumstances made them ideal candidates for ABM, for instance lengthy sales cycles, high transaction sizes, and several decision-makers in purchasing committees. They have now realized that shooting in the dark and probably what sticks around is not the ideal method to develop a sustainable GTM process for their organizations. Moreover, they're debating whether to maintain their investment in inbound marketing methods and alternatively abandon it entirely! On the other hand, smaller businesses are lagging behind in ABM implementation. They are aware that their existing spray and pray procedures are inefficient and require immediate improvement. They are powerless to ignore the continual buzz about the benefits of ABM and the larger good it may unlock for their firm. And yet, they are confused about how to begin. Additionally, they will learn how to integrate ABM into their current marketing processes. They exist in a perpetual state of contradiction, torn between the fear of missing out and the danger of prematurely disturbing the apple cart (the switch to ABM). Their meager marketing budgets and resources do little to aid them in decision-making. As a result, marketing teams (large and small) are faced with a fundamental question: "Should I abandon inbound marketing methods in favor of ABM?" The answer is a strict no! Both are essential. Why Are Marketers Skeptical of the Efficacy of Inbound Marketing Strategies? Current inbound B2B marketing practices are fragmented and generic, attracting the wrong types of leads. With a heterogeneous set of digital touchpoints, each with its own data silo, insights are dispersed throughout the organization, owing to multiple native dashboard management and data collectors. What's behind the inbound demand funnel? Inbound marketing is majorly concerned with attracting users or customers to your business's offerings. Three stages comprise the inbound funnel: attract, engage, and close. It enables marketers to communicate with each of these categories on a value-based basis. Things get muddled when there are a lot of digital touch points for inbound marketing strategies, like search engine optimization, social media marketing, digital and offline branding, and so on. This results in the decentralisation of insights. Marketers increase interaction through the use of social media and landing sites. The sales team generates leads through email campaigns. Client Relationship Managers respond to inquiries via automated content management systems. Due to the dispersed nature of the touchpoints, the issue is ensuring that communications are consistent and personalized across the various account segments. What's behind the ABM funnel? Identify: Identify the accounts that most closely match your company's ideal customer profile criteria. Engage: Use personalized and specialized content to reach out to and nurture those accounts, and urge them into conversion. Establish and Expand: Attract new customers and uncover possibilities to expand existing accounts through a variety of customer marketing methods such as cross-sell, upsell, and retention. ABM & Inbound Marketing - the Convergence of the Funnels A common misunderstanding is that an ABM funnel and an inbound funnel are opposed. ABM and inbound marketing are not mutually exclusive strategies. Indeed, they complement one another. Both are facets of the same coin. B2B marketers use ABM and inbound demand generation to have maximum impact. These two tactics combine to create a new funnel known as the "dual funnel." The dual funnel strategy entails maintaining a high-volume demand generation funnel in addition to a highly targeted account-based funnel. Both funnels function in tandem to engage a target demographic with a high level of intent and an inclination to buy. This dual funnel strategy enables the identification of target accounts and the provision of tailored experiences through account-based approaches. In a mature ABM program, marketers keep an eye on target accounts, retire underperforming ones, and replace them with new high-intent clients found and qualified through the inbound demand generation funnel, which is how they find and qualify new clients. Conclusion: When these two procedures are integrated, inbound marketing successfully generates leads. Additionally, account-based marketing focuses on customizing and delivering one-on-one messages and engagements to target accounts. Optimize your inbound marketing approach to generate the highest quality leads across all channels. When you set up your ABM funnel, only use it to get the most qualified leads. Then, use it for highly personalised and targeted marketing.

Read More
MORE ARTICLES

Spotlight

Riverbed Marketing

Riverbed Marketing is a results-driven inbound marketing agency that partners with companies like yours to create measurable growth. If your company invests in predictable rapid growth - and believe in partners and teamwork - we might be a good fit. Who Can We Help? If your company needs a better marketing strategy but has great internal employees and resources who can execute on the work, we can identify and introduce new strategic ideas which are focused on achieving your business goals.

Related News

Account Based Data

Forrester’s Canada 2023 Customer Experience Index: Brands’ CX Quality Reaches Its Lowest Point Since 2016

Business Wire | June 21, 2023

Forrester’s (Nasdaq: FORR) Canada Customer Experience Index Rankings (CX Index™) reveal that the average CX quality among Canadian brands fell for an unprecedented second year in a row as brands struggled to deliver on customer needs. Average CX scores fell in six of the nine industries surveyed, including luxury and mass market automakers, multichannel banks, credit card issuers, investment firms, and utilities. Additionally, 21% of brands saw significant drops in CX quality in 2023, with declines being more severe on average compared to 2022. CX quality in Canada is now at its lowest point since 2016. Only two brands, Tangerine Investment Funds and PetSmart, improved their CX quality in 2023. Four out of five elite brands — the top 5% of brands in the entire CX Index — returned to the rankings this year: CAA Insurance, Etsy, IG Wealth Management, and Well.ca, with PetSmart being a new addition. Brands that provided the best CX quality this year delivered, on average, 17 positive emotions for each negative emotion. Positive customer emotions that have the biggest impact on loyalty across all brands include feeling respected, happy, appreciated, and valued. “In Canada, brands are struggling to provide effective, easy, and emotionally positive experiences for customers,” said Rick Parrish, VP and research director at Forrester. “When brands put customers at the center of their leadership, strategy, and operations, they enable stronger customer loyalty – which in turn drives revenue, profitability, and business resilience, even in uncertain times.” Conducted for the eighth year in a row, Forrester’s Customer Experience Benchmark Survey, which collects data to calculate Forrester CX Index scores, is based on more than 39,500 Canadian customers across 101 brands and nine industries. Forrester’s proprietary Customer Experience Index methodology provides the data and insights needed to assess CX quality, understand how CX impacts loyalty intentions, and prioritize improvements that drive revenue. Even a minor improvement to a brand’s customer experience quality can add tens of millions of dollars of revenue by reducing customer churn and increasing share of wallet. Forrester’s Customer Experience CX Index rankings and results reports are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the CX Index Extended Data Benchmark to help prioritize improvements based on industrywide trends and impact on customer loyalty. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 70 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com.

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Account Based Data

DemandScience Earns 2023 Great Place To Work Certification

GlobeNewswire | May 04, 2023

DemandScience, a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers, today announced it has been Certified™ by Great Place To Work® for the second consecutive year. The award is based entirely on what employees say in confidential surveys about their experiences working at DemandScience. “We are thrilled to be Great Place To Work-Certified again in 2023. Achieving this status is very important to us and reflects our commitment to be the workplace of choice,” said Peter Cannone, Chair and CEO of DemandScience. “We owe our continued success to our team of dedicated employees. Thanks to their talents and hard work we are growing, bringing innovative products to market, and have over 1,500 of the world’s most successful B2B businesses as customers. We are proud of this honor and thankful to every member of the DemandScience family for making our company a great place to work.“ According to Great Place To Work research, job seekers are 4.5 times more likely to find a great boss at a Certified great workplace. Additionally, employees at Certified workplaces are 93% more likely to look forward to coming to work, and are twice as likely to be paid fairly, earn a fair share of the company’s profits, and have a fair chance at promotion. "Great Place To Work Certification is a highly coveted achievement that requires consistent and intentional dedication to the overall employee experience," says Sarah Lewis-Kulin, the Vice President of Global Recognition at Great Place To Work. She emphasizes that Certification is the sole official recognition earned by the real-time feedback of employees regarding their company culture. “By successfully earning this recognition, it is evident that DemandScience stands out as one of the top companies to work for, providing a great workplace environment for its employees." Click here to learn more about what it is like to work at DemandScience. About DemandScience DemandScience is a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers. The DemandScience Live Data Factory uses innovative technologies to deliver accurate data with relevant intent signals, helping organizations accelerate the buyers’ journey from top-of-funnel to conversion. Founded in 2012, DemandScience’s products, data and leads benefit more than 1,500 customers worldwide. With offices in 7 countries and 800+ employees, DemandScience is #5 on Fortune Magazine’s list of the best workplaces in advertising & marketing. About Great Place to Work Certification™ Great Place To Work® Certification™ is the most definitive “employer-of-choice” recognition that companies aspire to achieve. It is the only recognition based entirely on what employees report about their workplace experience – specifically, how consistently they experience a high-trust workplace. Great Place to Work Certification is recognized worldwide by employees and employers alike and is the global benchmark for identifying and recognizing outstanding employee experience. Every year, more than 10,000 companies across 60 countries apply to get Great Place To Work-Certified. About Great Place To Work® As the global authority on workplace culture, Great Place To Work® brings 30 years of groundbreaking research and data to help every place become a great place to work for all. Their proprietary platform and For All™ Model helps companies evaluate the experience of every employee, with exemplary workplaces becoming Great Place To Work Certified™ or receiving recognition on a coveted Best Workplaces™ List. Learn more at greatplacetowork.com.

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ABM Accounts

Well Planned Web Partners With PathFactory To Provide Innovative Marketing Solutions That Will Drive Better Content Engagement For B2B Businesses

PRWeb | April 21, 2023

PathFactory, the leading B2B Content Intelligence platform, today announced a new partnership with Well Planned Web, a globally-recognized content marketing agency. This partnership will enable B2B-focused businesses to drive efficiency, scale across marketing channels, and increase sales funnel velocity by providing personalized content experiences. “We are thrilled to partner with Well Planned Web and bring our customers a powerful set of tools that will drive better engagement and ROI,” said Dev Ganesan, CEO and President of PathFactory. “Well Planned Web is known for its innovative marketing strategies and deep expertise in digital marketing and content, and we’re excited to combine our content intelligence platform with their marketing know-how to create new solutions that help B2B businesses achieve their revenue goals.” As part of the partnership, Well Planned Web will leverage PathFactory’s content intelligence platform to deliver personalized content experiences for their clients. This will enable businesses to deliver the right message to the right person at the right time, resulting in accelerated engagement, increased revenue, improved customer loyalty and tangible opportunities to close the attribution loop. “We are excited to partner with PathFactory and bring our clients a new level of content personalization and engagement,” said Deana Goldasich, CEO of Well Planned Web. “By leveraging PathFactory’s content intelligence platform, we can help businesses create exceptional content experiences that drive results.” The partnership between PathFactory and Well Planned Web represents a major step forward for businesses looking to elevate their existing content marketing strategy and martech stack by leveraging AI-powered tools that help go-to-market teams target, nurture, and convert prospects faster. The joint solution will be applicable to a number of use cases, such as ABM/ABX, content strategy, and lead generation. PathFactory’s content intelligence platform is currently being used by several enterprise and mid-market customers, including Adobe, Cisco, and Anthology. About PathFactory Leading enterprise and mid-market B2B companies use PathFactory to accelerate nurture, improve win rates, and understand content performance by delivering intelligent content experiences across the buyer’s journey. Using insights and automation to connect people with content, PathFactory removes friction for B2B buyers. PathFactory was recently recognized by Deloitte as one of North America’s Technology Fast 500 and Canada’s Technology Fast 50 companies. It was also named the winner of Oracle CX’s inaugural visionary ISV partner of the year 2020, 2022 Top-Rated Content Marketing Software by TrustRadius, a 2022 Content Experience Leader by G2, and a 2019 Cool Vendor in Technology Marketing by Gartner. Learn more about PathFactory’s B2B Content Intelligence platform and the companies that use it at PathFactory.com. About Well Planned Web At Well Planned Web, no client business is too complex. Through an extensive audience-exploration process, we build a comprehensive understanding of every client’s buyer, along with marketing challenges and sales realities. Then, and only then, do we strategically build a plan to lock eyes with that buyer. For over 14 years, Well Planned Web has helped trailblazing enterprise and mid-market companies find their voice online through effective content strategy and content marketing. Clients include leading B2B technology companies, financial services firms, professional services agencies, medical leaders and specialty e-commerce providers. Well Planned Web has been globally recognized as a leading content marketing agency by the Content Marketing Institute, MarketingProfs B2B Forum, Salesforce, Digital Summit, DigiMarcon, and the American Marketing Association.

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Account Based Data

Forrester’s Canada 2023 Customer Experience Index: Brands’ CX Quality Reaches Its Lowest Point Since 2016

Business Wire | June 21, 2023

Forrester’s (Nasdaq: FORR) Canada Customer Experience Index Rankings (CX Index™) reveal that the average CX quality among Canadian brands fell for an unprecedented second year in a row as brands struggled to deliver on customer needs. Average CX scores fell in six of the nine industries surveyed, including luxury and mass market automakers, multichannel banks, credit card issuers, investment firms, and utilities. Additionally, 21% of brands saw significant drops in CX quality in 2023, with declines being more severe on average compared to 2022. CX quality in Canada is now at its lowest point since 2016. Only two brands, Tangerine Investment Funds and PetSmart, improved their CX quality in 2023. Four out of five elite brands — the top 5% of brands in the entire CX Index — returned to the rankings this year: CAA Insurance, Etsy, IG Wealth Management, and Well.ca, with PetSmart being a new addition. Brands that provided the best CX quality this year delivered, on average, 17 positive emotions for each negative emotion. Positive customer emotions that have the biggest impact on loyalty across all brands include feeling respected, happy, appreciated, and valued. “In Canada, brands are struggling to provide effective, easy, and emotionally positive experiences for customers,” said Rick Parrish, VP and research director at Forrester. “When brands put customers at the center of their leadership, strategy, and operations, they enable stronger customer loyalty – which in turn drives revenue, profitability, and business resilience, even in uncertain times.” Conducted for the eighth year in a row, Forrester’s Customer Experience Benchmark Survey, which collects data to calculate Forrester CX Index scores, is based on more than 39,500 Canadian customers across 101 brands and nine industries. Forrester’s proprietary Customer Experience Index methodology provides the data and insights needed to assess CX quality, understand how CX impacts loyalty intentions, and prioritize improvements that drive revenue. Even a minor improvement to a brand’s customer experience quality can add tens of millions of dollars of revenue by reducing customer churn and increasing share of wallet. Forrester’s Customer Experience CX Index rankings and results reports are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the CX Index Extended Data Benchmark to help prioritize improvements based on industrywide trends and impact on customer loyalty. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 70 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com.

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Account Based Data

DemandScience Earns 2023 Great Place To Work Certification

GlobeNewswire | May 04, 2023

DemandScience, a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers, today announced it has been Certified™ by Great Place To Work® for the second consecutive year. The award is based entirely on what employees say in confidential surveys about their experiences working at DemandScience. “We are thrilled to be Great Place To Work-Certified again in 2023. Achieving this status is very important to us and reflects our commitment to be the workplace of choice,” said Peter Cannone, Chair and CEO of DemandScience. “We owe our continued success to our team of dedicated employees. Thanks to their talents and hard work we are growing, bringing innovative products to market, and have over 1,500 of the world’s most successful B2B businesses as customers. We are proud of this honor and thankful to every member of the DemandScience family for making our company a great place to work.“ According to Great Place To Work research, job seekers are 4.5 times more likely to find a great boss at a Certified great workplace. Additionally, employees at Certified workplaces are 93% more likely to look forward to coming to work, and are twice as likely to be paid fairly, earn a fair share of the company’s profits, and have a fair chance at promotion. "Great Place To Work Certification is a highly coveted achievement that requires consistent and intentional dedication to the overall employee experience," says Sarah Lewis-Kulin, the Vice President of Global Recognition at Great Place To Work. She emphasizes that Certification is the sole official recognition earned by the real-time feedback of employees regarding their company culture. “By successfully earning this recognition, it is evident that DemandScience stands out as one of the top companies to work for, providing a great workplace environment for its employees." Click here to learn more about what it is like to work at DemandScience. About DemandScience DemandScience is a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers. The DemandScience Live Data Factory uses innovative technologies to deliver accurate data with relevant intent signals, helping organizations accelerate the buyers’ journey from top-of-funnel to conversion. Founded in 2012, DemandScience’s products, data and leads benefit more than 1,500 customers worldwide. With offices in 7 countries and 800+ employees, DemandScience is #5 on Fortune Magazine’s list of the best workplaces in advertising & marketing. About Great Place to Work Certification™ Great Place To Work® Certification™ is the most definitive “employer-of-choice” recognition that companies aspire to achieve. It is the only recognition based entirely on what employees report about their workplace experience – specifically, how consistently they experience a high-trust workplace. Great Place to Work Certification is recognized worldwide by employees and employers alike and is the global benchmark for identifying and recognizing outstanding employee experience. Every year, more than 10,000 companies across 60 countries apply to get Great Place To Work-Certified. About Great Place To Work® As the global authority on workplace culture, Great Place To Work® brings 30 years of groundbreaking research and data to help every place become a great place to work for all. Their proprietary platform and For All™ Model helps companies evaluate the experience of every employee, with exemplary workplaces becoming Great Place To Work Certified™ or receiving recognition on a coveted Best Workplaces™ List. Learn more at greatplacetowork.com.

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ABM Accounts

Well Planned Web Partners With PathFactory To Provide Innovative Marketing Solutions That Will Drive Better Content Engagement For B2B Businesses

PRWeb | April 21, 2023

PathFactory, the leading B2B Content Intelligence platform, today announced a new partnership with Well Planned Web, a globally-recognized content marketing agency. This partnership will enable B2B-focused businesses to drive efficiency, scale across marketing channels, and increase sales funnel velocity by providing personalized content experiences. “We are thrilled to partner with Well Planned Web and bring our customers a powerful set of tools that will drive better engagement and ROI,” said Dev Ganesan, CEO and President of PathFactory. “Well Planned Web is known for its innovative marketing strategies and deep expertise in digital marketing and content, and we’re excited to combine our content intelligence platform with their marketing know-how to create new solutions that help B2B businesses achieve their revenue goals.” As part of the partnership, Well Planned Web will leverage PathFactory’s content intelligence platform to deliver personalized content experiences for their clients. This will enable businesses to deliver the right message to the right person at the right time, resulting in accelerated engagement, increased revenue, improved customer loyalty and tangible opportunities to close the attribution loop. “We are excited to partner with PathFactory and bring our clients a new level of content personalization and engagement,” said Deana Goldasich, CEO of Well Planned Web. “By leveraging PathFactory’s content intelligence platform, we can help businesses create exceptional content experiences that drive results.” The partnership between PathFactory and Well Planned Web represents a major step forward for businesses looking to elevate their existing content marketing strategy and martech stack by leveraging AI-powered tools that help go-to-market teams target, nurture, and convert prospects faster. The joint solution will be applicable to a number of use cases, such as ABM/ABX, content strategy, and lead generation. PathFactory’s content intelligence platform is currently being used by several enterprise and mid-market customers, including Adobe, Cisco, and Anthology. About PathFactory Leading enterprise and mid-market B2B companies use PathFactory to accelerate nurture, improve win rates, and understand content performance by delivering intelligent content experiences across the buyer’s journey. Using insights and automation to connect people with content, PathFactory removes friction for B2B buyers. PathFactory was recently recognized by Deloitte as one of North America’s Technology Fast 500 and Canada’s Technology Fast 50 companies. It was also named the winner of Oracle CX’s inaugural visionary ISV partner of the year 2020, 2022 Top-Rated Content Marketing Software by TrustRadius, a 2022 Content Experience Leader by G2, and a 2019 Cool Vendor in Technology Marketing by Gartner. Learn more about PathFactory’s B2B Content Intelligence platform and the companies that use it at PathFactory.com. About Well Planned Web At Well Planned Web, no client business is too complex. Through an extensive audience-exploration process, we build a comprehensive understanding of every client’s buyer, along with marketing challenges and sales realities. Then, and only then, do we strategically build a plan to lock eyes with that buyer. For over 14 years, Well Planned Web has helped trailblazing enterprise and mid-market companies find their voice online through effective content strategy and content marketing. Clients include leading B2B technology companies, financial services firms, professional services agencies, medical leaders and specialty e-commerce providers. Well Planned Web has been globally recognized as a leading content marketing agency by the Content Marketing Institute, MarketingProfs B2B Forum, Salesforce, Digital Summit, DigiMarcon, and the American Marketing Association.

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