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From Idea to Execution: 5 ABM Tactics to Implement Today

There are many arguments on blogs, podcasts, and talks declaring “Account Based Marketing isn’t new.” Sure, there are elements of ABM that smart B2B practitioners have been doing for years, such as focusing on accounts rather than leads and sending personalized communication to decision makers. However, there are many aspects that have been recently established to supplement selling efforts or overhauled and modernized. But rather than continuing to debate whether it’s new or not, our time is much better spent on moving the industry and idea forward.

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Industrial Strength Marketing

Industrial Strength Marketing (INDUSTRIAL) is a leading digital marketing, and brand growth consultancy focused on the manufacturing sector. The work we choose to do reflects our belief in "the power and potential of people and manufacturing to change the world for the better." Our investments in launching Manufacturing Day (Mfg Day), Dream It. Do it., and Nashville Made is evidence of our commitment to our future and current manufacturing workforce. Here at INDUSTRIAL, we seek relationships and opportunities with Fortune 1000 manufacturers, industrial distributors, trade associations, networks, and 3PLs.

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Account Based Analytics

How to Create an Effective AI Marketing Strategy?

Article | August 3, 2022

Introduction The application of AI marketing technology is picking up pace because of its many advantages. According to a 2020 Deloitte survey, 74% of AI adopters agree that AI will be a part of all their enterprise applications by 2023. What does an AI-based marketing strategy look like, and how do you make the most of it? This article gets into the nitty-gritty of AI marketing technology and how to implement it in ABM so you can maximize your business performance and outputs. AI’s Role in Marketing Thanks to its accuracy, B2C businesses use AI marketing technology to target their customers with product or service recommendations. The following are some use cases of AI-based B2C marketing: Personalization AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment. Event Communication Emails informing customers of upcoming sales, special access, or exciting offers are sent out via AI technology. Weekend offer emailers, special discount codes, and new product updates are a result of event communication automation so that customers can be informed before time about upcoming events. Real-time Content Trending topics, investments, event promotions, webinars, customer feedback, product availability, bestselling combo, weather reports, and new blog post updates are provided in real-time to maintain an active connection with customers. Businesses do this by using the ‘open time content’ AI technology. Manually executing 1-to-1 marketing strategies is nearly impossible, impractical, and does not see much success. AI helps streamline these strategies and executes them effortlessly. What Goes into Creating an Effective ABM Strategy? For an ABM strategy to work, businesses need to follow these steps: Preparing for the ABM Strategy Organizational readiness is crucial for implementing ABM. Make sure you have a budget and an achievable timeline to execute the strategy, team members who can anchor it, and an understanding of ABM metrics so you can make the most of it. Synergy Between Marketing and Sales Teams Your sales and marketing teams should be in sync and not at loggerheads due to account-level communication issues. Discussing the benefits of ABM with both the teams beforehand and coming to a strategic agreement to implement ABM can help them align their goals while executing the ABM strategy. Identifying Target Segments Your ABM strategy can do wonders for your business only if you have a precise segmentation of data. Use dimensions like business size, annual revenue, current spending, projected spending, targeted products, geography, open opportunities, closed opportunities, etc., to identify your target segments. Zeroing-in on a Priority Having a clear priority helps you streamline your ABM strategy. It should either be acquisition (acquiring new accounts), retention (retaining existing accounts), or expansion (expanding the scope of accounts). Without a clear priority, any ABM strategy may not yield expected results because the efforts won’t be concentrated towards a single goal. Leveraging AI in ABM Strategy In an interview with Media 7, Daniel Englebretson, founder of Khronos, spoke about AI’s impact on the future of ABM. “From my perspective, B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolve data challenges, and enhance targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experiences.” Introducing AI into your ABM strategy can help you in the following way: Content Personalization Once you know your customer’s pain points and interests, you can focus on providing them personalized solutions, products, or services they desire. Of course, personalizing content is complex, but AI makes it easier by offering the technological capacity to deliver what your customer wants. Efficient Resource Management Without customer profiling, an ABM strategy cannot achieve the expected output. AI can assist with data crawling the internet to find out important customer information. Also, it segments data acquired from CRM, which gives you more information about a customer than any other generic data. This data is helpful for lead qualification and creating heavily personalized content for a customer. Since AI does all the heavy lifting, you can allocate your resources to building and nurturing a relationship with the customer. Automation AI-based marketing in ABM generates automated insights for lead generation. It also highlights campaign performance related to specific, high-value accounts and suggests steps to engage a prospect. Digital marketing and automation are a dynamic duo where AI brings about intelligent marketing automation. Efficient email campaigns are run when executed by automation. Email marketing companies like MailChimp target customers based on insights to achieve more conversions. When AI and big data use CRM data, large chunks of user information can be collected from different platforms. This information can help with formulating a successful ABM strategy. ABM Optimization and Predictive Insights To analyze intent, AI processes data in real-time and gives predictive insights to help with ABM optimization. As a result, it is easier to merge data from different sources with AI-enabled tools, achieve predictive analysis, manage recommendations in real-time, and understand competitor strategies through social media. AI can also interpret images correctly. Enhancing Communications Use AI for building a strong relationship with your customer. Personalizing communication by using customer data can be easily achieved with AI. What Is the Future of AI-enabled ABM Strategy? ABM, with an AI marketing strategy, has a bright future ahead of it. Demandbase recently conducted a survey in which they found that 80% of marketers had plans to integrate AI into their ABM marketing strategy. Another survey conducted by MarketingProfs concluded that businesses that used AI in their ABM strategies had 59% higher closing rates as compared to others. They saw a 58% increase in their revenue and a 52% increase in their conversions. Ways Salesforce's AI Einstein Aided U.S. Bank in Growing Revenue The U.S. bank used Salesforce’s sales cloud AI, Einstein, to boost their revenue. Their lead conversion rate increased 2.35 times after implementing Einstein. They were able to create a model to predict lead conversion. They did this by using Einstein to search through customized historical lead data. “We work to build high-quality, personalized relationships between our customers and their financial advisors or commercial bankers. There is nothing that replaces that person-to-person interaction. What AI allows us to do is augment that relationship. We can provide our teams with better data and smarter insights, which helps them establish stronger relationships.” – Srini Nallasivan, Chief Analytics Officer, U.S. Bank Summing It Up AI-based marketing can enhance your ABM strategy only if qualitative data is available. Therefore, businesses will need to have clear marketing goals and turn data into an asset. FAQs What are the challenges in the AI-based ABM strategy? Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging. How can AI help in strengthening your ABM strategy? AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion. What does a strong AI-based ABM strategy do for your business? A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What Are the Challenges in the AI-based ABM Strategy?", "acceptedAnswer": { "@type": "Answer", "text": "Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging." } },{ "@type": "Question", "name": "How Can AI Help in Strengthening Your ABM Strategy?", "acceptedAnswer": { "@type": "Answer", "text": "AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion." } },{ "@type": "Question", "name": "What Does a Strong AI-based ABM Strategy Do for Your Business?", "acceptedAnswer": { "@type": "Answer", "text": "A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion." } }] }

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Buyer Intent Data

ABM Strategy in Healthcare: A Quick Overview

Article | October 7, 2022

Account-based marketing in healthcare helps marketers reach institutional decision-makers based on intent and target accounts. However, ABM becomes a bit more complex in the healthcare domain where the needs, regulations, and procurement processes vary widely, and so do the ways healthcare providers communicate. For an ABM strategy to work in this domain, effort, time, tailored content, and deep customer insights are necessary. ABM Strategy in Healthcare Here are the co-ordinated steps you need to take to implement ABM in the healthcare domain: Getting Buy-in Get buy-in from sponsors at the highest level and coordinate with functional stakeholders. Create client-centric teams and decide on KPIs that matter. Identify Key Accounts With the help of sales representatives and relationship managers, identify key HCP accounts that can benefit from your ABM strategy. Conduct Extensive Research Deep-dive into research on these key accounts, their history, buyer journeys with you. Find out their current and future needs and issues, and their status within the market. Tailor Your Content The research will help you tailor the content for your content marketing strategy. Address the decision-makers with content that solves their pressing issues to get the conversions you want. Analyze & Adjust the Strategy Analyze campaign results from time to time (preferably quarterly). Based on your identified KPIs, check what is working and what isn’t bringing the expected results. Adjust your strategy accordingly. What to Expect from ABM in Healthcare? Salesforce recently conducted research among healthcare marketing professionals. The results showed that 70% believed connected customer journeys positively impacted client loyalty and willingness to recommend products to others. So, ABM could be a great way to increase your revenue and get a higher ROI as compared to any other marketing strategy.

Read More
Buyer Intent Data

Steps for Building an ABM Program like Salesforce

Article | June 20, 2023

Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy. In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began. "B2B companies should adopt ABM technology to level up their communications and react quickly." ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams. Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform? How Salesforce Created Its ABM Program Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program: Defining ABM Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts. An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are. By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services. Choosing a Suitable Account-based Platform Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program. Putting Together a Dedicated Team to Ensure ABM Program’s Success Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations. Identifying Strategic Target Accounts With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP). Engaging the Target Accounts After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI. Using Data for Continued Engagement Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage. Cultivating Customer Relationships Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with. Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously. By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI. How Salesforce Got a 30 Percent Close Rate by Using ABM Technology While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign. Creating an ABM Program like Salesforce Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue. To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next: Do you think ABM is right for your business? Are there any customer accounts that require special attention? Can your business fund expert consultation for ABM and eventually an ABM program? Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business. Conclusion ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth. FAQ How does ABM differ from a traditional lead generation marketing strategy? ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts. What is an ABM platform? An ABM platform is a technology that helps marketers run their ABM programs at scale. Why is ABM important in your marketing efforts? With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.

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Personalizing Account-Based Marketing: 7 Tactics

Article | April 13, 2020

Account-based marketing (ABM) is becoming more popular as companies begin to realize that traditional funnel marketing does not produce the same results it used to in the B2B space. ABM gives the ability to personalize sales and marketing outreach on the account level, and technology helps us do it at scale. In this article, we uncover the best tactics you can implement in your ABM strategy to personalize your outreach for marketing, sales & service.

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Account Based Analytics

Lost in translation: The problem with inconsistent language in marketing

Article | August 3, 2022

Introduction The application of AI marketing technology is picking up pace because of its many advantages. According to a 2020 Deloitte survey, 74% of AI adopters agree that AI will be a part of all their enterprise applications by 2023. What does an AI-based marketing strategy look like, and how do you make the most of it? This article gets into the nitty-gritty of AI marketing technology and how to implement it in ABM so you can maximize your business performance and outputs. AI’s Role in Marketing Thanks to its accuracy, B2C businesses use AI marketing technology to target their customers with product or service recommendations. The following are some use cases of AI-based B2C marketing: Personalization AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment. Event Communication Emails informing customers of upcoming sales, special access, or exciting offers are sent out via AI technology. Weekend offer emailers, special discount codes, and new product updates are a result of event communication automation so that customers can be informed before time about upcoming events. Real-time Content Trending topics, investments, event promotions, webinars, customer feedback, product availability, bestselling combo, weather reports, and new blog post updates are provided in real-time to maintain an active connection with customers. Businesses do this by using the ‘open time content’ AI technology. Manually executing 1-to-1 marketing strategies is nearly impossible, impractical, and does not see much success. AI helps streamline these strategies and executes them effortlessly. What Goes into Creating an Effective ABM Strategy? For an ABM strategy to work, businesses need to follow these steps: Preparing for the ABM Strategy Organizational readiness is crucial for implementing ABM. Make sure you have a budget and an achievable timeline to execute the strategy, team members who can anchor it, and an understanding of ABM metrics so you can make the most of it. Synergy Between Marketing and Sales Teams Your sales and marketing teams should be in sync and not at loggerheads due to account-level communication issues. Discussing the benefits of ABM with both the teams beforehand and coming to a strategic agreement to implement ABM can help them align their goals while executing the ABM strategy. Identifying Target Segments Your ABM strategy can do wonders for your business only if you have a precise segmentation of data. Use dimensions like business size, annual revenue, current spending, projected spending, targeted products, geography, open opportunities, closed opportunities, etc., to identify your target segments. Zeroing-in on a Priority Having a clear priority helps you streamline your ABM strategy. It should either be acquisition (acquiring new accounts), retention (retaining existing accounts), or expansion (expanding the scope of accounts). Without a clear priority, any ABM strategy may not yield expected results because the efforts won’t be concentrated towards a single goal. Leveraging AI in ABM Strategy In an interview with Media 7, Daniel Englebretson, founder of Khronos, spoke about AI’s impact on the future of ABM. “From my perspective, B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolve data challenges, and enhance targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experiences.” Introducing AI into your ABM strategy can help you in the following way: Content Personalization Once you know your customer’s pain points and interests, you can focus on providing them personalized solutions, products, or services they desire. Of course, personalizing content is complex, but AI makes it easier by offering the technological capacity to deliver what your customer wants. Efficient Resource Management Without customer profiling, an ABM strategy cannot achieve the expected output. AI can assist with data crawling the internet to find out important customer information. Also, it segments data acquired from CRM, which gives you more information about a customer than any other generic data. This data is helpful for lead qualification and creating heavily personalized content for a customer. Since AI does all the heavy lifting, you can allocate your resources to building and nurturing a relationship with the customer. Automation AI-based marketing in ABM generates automated insights for lead generation. It also highlights campaign performance related to specific, high-value accounts and suggests steps to engage a prospect. Digital marketing and automation are a dynamic duo where AI brings about intelligent marketing automation. Efficient email campaigns are run when executed by automation. Email marketing companies like MailChimp target customers based on insights to achieve more conversions. When AI and big data use CRM data, large chunks of user information can be collected from different platforms. This information can help with formulating a successful ABM strategy. ABM Optimization and Predictive Insights To analyze intent, AI processes data in real-time and gives predictive insights to help with ABM optimization. As a result, it is easier to merge data from different sources with AI-enabled tools, achieve predictive analysis, manage recommendations in real-time, and understand competitor strategies through social media. AI can also interpret images correctly. Enhancing Communications Use AI for building a strong relationship with your customer. Personalizing communication by using customer data can be easily achieved with AI. What Is the Future of AI-enabled ABM Strategy? ABM, with an AI marketing strategy, has a bright future ahead of it. Demandbase recently conducted a survey in which they found that 80% of marketers had plans to integrate AI into their ABM marketing strategy. Another survey conducted by MarketingProfs concluded that businesses that used AI in their ABM strategies had 59% higher closing rates as compared to others. They saw a 58% increase in their revenue and a 52% increase in their conversions. Ways Salesforce's AI Einstein Aided U.S. Bank in Growing Revenue The U.S. bank used Salesforce’s sales cloud AI, Einstein, to boost their revenue. Their lead conversion rate increased 2.35 times after implementing Einstein. They were able to create a model to predict lead conversion. They did this by using Einstein to search through customized historical lead data. “We work to build high-quality, personalized relationships between our customers and their financial advisors or commercial bankers. There is nothing that replaces that person-to-person interaction. What AI allows us to do is augment that relationship. We can provide our teams with better data and smarter insights, which helps them establish stronger relationships.” – Srini Nallasivan, Chief Analytics Officer, U.S. Bank Summing It Up AI-based marketing can enhance your ABM strategy only if qualitative data is available. Therefore, businesses will need to have clear marketing goals and turn data into an asset. FAQs What are the challenges in the AI-based ABM strategy? Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging. How can AI help in strengthening your ABM strategy? AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion. What does a strong AI-based ABM strategy do for your business? A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What Are the Challenges in the AI-based ABM Strategy?", "acceptedAnswer": { "@type": "Answer", "text": "Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging." } },{ "@type": "Question", "name": "How Can AI Help in Strengthening Your ABM Strategy?", "acceptedAnswer": { "@type": "Answer", "text": "AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion." } },{ "@type": "Question", "name": "What Does a Strong AI-based ABM Strategy Do for Your Business?", "acceptedAnswer": { "@type": "Answer", "text": "A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion." } }] }

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Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

Account-based marketing in healthcare helps marketers reach institutional decision-makers based on intent and target accounts. However, ABM becomes a bit more complex in the healthcare domain where the needs, regulations, and procurement processes vary widely, and so do the ways healthcare providers communicate. For an ABM strategy to work in this domain, effort, time, tailored content, and deep customer insights are necessary. ABM Strategy in Healthcare Here are the co-ordinated steps you need to take to implement ABM in the healthcare domain: Getting Buy-in Get buy-in from sponsors at the highest level and coordinate with functional stakeholders. Create client-centric teams and decide on KPIs that matter. Identify Key Accounts With the help of sales representatives and relationship managers, identify key HCP accounts that can benefit from your ABM strategy. Conduct Extensive Research Deep-dive into research on these key accounts, their history, buyer journeys with you. Find out their current and future needs and issues, and their status within the market. Tailor Your Content The research will help you tailor the content for your content marketing strategy. Address the decision-makers with content that solves their pressing issues to get the conversions you want. Analyze & Adjust the Strategy Analyze campaign results from time to time (preferably quarterly). Based on your identified KPIs, check what is working and what isn’t bringing the expected results. Adjust your strategy accordingly. What to Expect from ABM in Healthcare? Salesforce recently conducted research among healthcare marketing professionals. The results showed that 70% believed connected customer journeys positively impacted client loyalty and willingness to recommend products to others. So, ABM could be a great way to increase your revenue and get a higher ROI as compared to any other marketing strategy.

Read More
Buyer Intent Data

Boosting Marketing Acumen: Top 7 Buyer Intent Data Books for 2023

Article | June 20, 2023

Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy. In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began. "B2B companies should adopt ABM technology to level up their communications and react quickly." ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams. Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform? How Salesforce Created Its ABM Program Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program: Defining ABM Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts. An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are. By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services. Choosing a Suitable Account-based Platform Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program. Putting Together a Dedicated Team to Ensure ABM Program’s Success Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations. Identifying Strategic Target Accounts With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP). Engaging the Target Accounts After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI. Using Data for Continued Engagement Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage. Cultivating Customer Relationships Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with. Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously. By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI. How Salesforce Got a 30 Percent Close Rate by Using ABM Technology While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign. Creating an ABM Program like Salesforce Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue. To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next: Do you think ABM is right for your business? Are there any customer accounts that require special attention? Can your business fund expert consultation for ABM and eventually an ABM program? Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business. Conclusion ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth. FAQ How does ABM differ from a traditional lead generation marketing strategy? ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts. What is an ABM platform? An ABM platform is a technology that helps marketers run their ABM programs at scale. Why is ABM important in your marketing efforts? With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.

Read More

Personalizing Account-Based Marketing: 7 Tactics

Article | April 13, 2020

Account-based marketing (ABM) is becoming more popular as companies begin to realize that traditional funnel marketing does not produce the same results it used to in the B2B space. ABM gives the ability to personalize sales and marketing outreach on the account level, and technology helps us do it at scale. In this article, we uncover the best tactics you can implement in your ABM strategy to personalize your outreach for marketing, sales & service.

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Spotlight

Industrial Strength Marketing

Industrial Strength Marketing (INDUSTRIAL) is a leading digital marketing, and brand growth consultancy focused on the manufacturing sector. The work we choose to do reflects our belief in "the power and potential of people and manufacturing to change the world for the better." Our investments in launching Manufacturing Day (Mfg Day), Dream It. Do it., and Nashville Made is evidence of our commitment to our future and current manufacturing workforce. Here at INDUSTRIAL, we seek relationships and opportunities with Fortune 1000 manufacturers, industrial distributors, trade associations, networks, and 3PLs.

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

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ABM Accounts

6sense Recognized as a Leader in 2023 Gartner Magic Quadrant for Account-Based Marketing Platforms for the Third Consecutive Year

Business Wire | November 03, 2023

6sense, the leading platform for B2B organizations generating predictable revenue, announced today that it has been named a Leader in the 2023 Gartner Magic Quadrant for ABM Platforms report for the third consecutive time. 6sense is positioned highest for Ability to Execute and highest score for Completeness of Vision in the Leaders’ Quadrant. For the Account-Based Marketing Platforms report, 6sense received the highest score for all three Use Cases evaluated by Gartner, including New Account Acquisition, Account Retention, and Account Expansion. This recognition, we feel, validates what we hear from our customers every day: 6sense is integral to executing ABM in an ever-evolving B2B buying environment, said Latane Conant, CRO of 6sense. For more than a decade, we’ve obsessed over perfecting a revenue platform that delivers the highest-quality data and AI to sellers and marketers so they can confidently build pipeline and revenue. Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and industry expansion.” In September 2023, 6sense was honored as a Gartner Peer Insights Customers' Choice in the Voice of the Customer for Account-Based Marketing Platforms. The recognized vendors meet or exceed both the market average Overall Experience and the market average User Interest and Adoption. Additionally, 6sense was named a leader in the Cloud Ratings Category Report for ABM Software Platforms based on over 4,000 customer ratings. These accolades highlight the exceptional value and satisfaction that B2B sales and marketing professionals find in the 6sense Revenue AI platform. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

Read More

Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

Read More

ABM Accounts

6sense Recognized as a Leader in 2023 Gartner Magic Quadrant for Account-Based Marketing Platforms for the Third Consecutive Year

Business Wire | November 03, 2023

6sense, the leading platform for B2B organizations generating predictable revenue, announced today that it has been named a Leader in the 2023 Gartner Magic Quadrant for ABM Platforms report for the third consecutive time. 6sense is positioned highest for Ability to Execute and highest score for Completeness of Vision in the Leaders’ Quadrant. For the Account-Based Marketing Platforms report, 6sense received the highest score for all three Use Cases evaluated by Gartner, including New Account Acquisition, Account Retention, and Account Expansion. This recognition, we feel, validates what we hear from our customers every day: 6sense is integral to executing ABM in an ever-evolving B2B buying environment, said Latane Conant, CRO of 6sense. For more than a decade, we’ve obsessed over perfecting a revenue platform that delivers the highest-quality data and AI to sellers and marketers so they can confidently build pipeline and revenue. Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and industry expansion.” In September 2023, 6sense was honored as a Gartner Peer Insights Customers' Choice in the Voice of the Customer for Account-Based Marketing Platforms. The recognized vendors meet or exceed both the market average Overall Experience and the market average User Interest and Adoption. Additionally, 6sense was named a leader in the Cloud Ratings Category Report for ABM Software Platforms based on over 4,000 customer ratings. These accolades highlight the exceptional value and satisfaction that B2B sales and marketing professionals find in the 6sense Revenue AI platform. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

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