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A short history of Pride Month

A short history of Pride Month
Gay Pride or LGBTQ+ Pride is the promotion of dignity, equality, and increased visibility of lesbian, gay, bisexual, and transgender (LGBTQ+) people as a social group.

Pride, as opposed to shame and social stigma, is the predominant outlook that bolsters most LGBTQ+ rights movements. LGBTQ+ stands for lesbian, gay, bisexual, and transgender, while the '+' is an inclusive symbol meaning 'and others' to include people of all identities.

It's a celebration of people coming together in love and friendship to show how far LGBTQ+ rights have come and how there's still work to be done in some places. Pride events range from solemn to carnivalesque and are typically held during LGBTQ+ Pride Month or other periods that commemorate a turning point in a country's LGBTQ+ history. For example, Moscow Pride in May for the anniversary of Russia's 1993 decriminalization of homosexuality.

A short history of Pride
Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ+) Pride Month is celebrated every year in June to honor the Stonewall Riots that took place on 28 June 1969 – a rebellion led by trans women of color that acted as a tipping point for the Gay Liberation Movement in the United States.

However, the Stonewall Riots weren’t the first time the LGBTQ+ community organized to stand up for their cause. The Society for Human Rights was founded by US Army soldier Henry Gerber in 1924 and produced the US’ first-ever gay rights newsletter, ‘Freedom & Friendship’ – inspired by the work of the Scientific-Humanitarian Committee, an organization dedicated to overturning Germany’s anti-homosexual rulings at the time.

In the 1950s, Harry Hay founded The Mattachine Society in Southern California to provide a space for gays and lesbians to gather and discuss their experiences as homosexuals. While The Daughters of Bilitis was one of the first lesbian organizations ever established in the US, formed in 1955 by Phyllis Lyon and Del Martin.

And in the 1960s, riots at both Compton’s Cafeteria in San Francisco and Cooper Do-Nuts in Los Angeles represented the first time that LGBTQ+ people stood up against police harassment.

Take a journey through time to explore more of the obscure political history of Pride with them.'s video featuring Billy Porter on the subject below.

Pride in 2022
Today, celebrations include pride parades, picnics, parties, workshops, and concerts. LGBTQ+ Pride Month events attract millions of participants around the world. Memorials are also held throughout the month for those members of the community who have been lost to hate crimes or HIV/AIDS.

The purpose of the commemorative month is to recognize the impact that lesbian, gay, bisexual, and transgender individuals have had on history locally, nationally, and internationally.

Pride Month is about acceptance, equality, celebrating the work of LGBTQ+ people, education in LGBTQ+ history, and raising awareness of issues affecting the LGBTQ+ community. It also calls for people to remember how damaging homophobia was and still can be.

Did you know?
  • American bisexual rights activist Brenda Howard is known as 'The Mother of Pride' after organizing the first-ever Gay Pride March in Chicago – The Christopher Street Liberation Day March on 28 June 1970
  • Common symbols of pride include the rainbow flag and other pride flags. Today, the Progressive Pride flag is flown and celebrates the diversity of the LGBTQ+ community
  • The São Paulo LGBTQ Pride Parade is the largest in the world, welcoming three to five million attendants each year
  • The suggestion to call the movement 'Pride' came from L. Craig Schoonmaker, who in 2015 said: A lot of people were very repressed, they were conflicted internally, and didn't know how to come out and be proud. That's how the movement was most useful, because they thought, 'Maybe I should be proud.
Since 28 June 1970, Pride events have grown bigger, bolder, and well more proud!

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Core ABM

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

Article | June 20, 2023

Discover the key to enhancing marketing expertise through a carefully curated selection of top buyer intent data books to create effective targeted and customer-centric marketing campaigns. In the dynamic marketing world, achieving a competitive edge requires a deep understanding of buyer intent data. Businesses can gain invaluable insights into their target audience's preferences, needs, and motivations by deciphering the intricacies of buyer intent. With the ability to unlock valuable insights into consumer preferences and behaviors, buyer intent data empowers businesses to create targeted and effective marketing strategies. This article presents a curated selection of expert-level books that will empower businesses and marketers to master buyer intent data and optimize their marketing strategies. As the marketing landscape continues to evolve rapidly, businesses and marketers must explore the top books that delve into this subject matter and assist them in creating customized strategies, enhancing customer experiences, and driving meaningful business outcomes. 1. Total Customer Growth: Win and Grow Customers for Life with ABM and ABX Author: Adam Turinas and Ben Person A comprehensive guide, Total Customer Growth: Win and Grow Customers for Life with ABM and ABX, unveils the power of Account-Based Marketing (ABM) and Account-Based Experience (ABX) in driving long-term customer growth and loyalty. Authored by industry experts Adam Turinas and Ben Person, the book offers a strategic framework for businesses to adopt a holistic approach toward building a sustainable, long-term business model. It also explains in detail how-to guides, strategic rationales, examples, and references to online resources. 2. No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing Author: Latané Conant No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing by Latané Conant is a groundbreaking book that revolutionizes traditional sales and marketing approaches by introducing a forward-thinking strategy for account-based success. It delivers an enlightening and engaging guide for salespeople and marketers on how to use technology to identify prospects and place them at the center of all they do. Conant, an esteemed industry expert, reveals strategies for building a tech stack that prioritizes their customers and ways for chief marketing officers to stop playing defense and go on offense. 3. Innovative B2B Marketing: New Models, Processes and Theory Author: Simon Hall With extensive expertise and profound industry insights, Simon Hall introduces readers to avant-garde strategies, cutting-edge models, and transformative processes that challenge conventional B2B marketing practices in his book, Innovative B2B Marketing: New Models, Processes and Theory. The book goes beyond the ordinary, offering practical examples, real-world case studies, and theoretical frameworks that empower marketing professionals to embrace creativity, adaptability, and customer-centricity in their B2B endeavors. It is an indispensable resource for marketing practitioners, strategists, and visionary leaders seeking to redefine the boundaries of B2B marketing and take their organizations to new heights of success. 4. Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth Author: Stephen G. Diorio and Chris K. Hummel Authored by renowned experts Stephen G. Diorio and Chris K. Hummel, Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth introduces the concept of Revenue Operations (RevOps) as a transformative strategy for organizations. It explains in detail how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. This essential read is a compass for executives, sales and marketing professionals, and business leaders aiming to unlock their organization's full potential and achieve sustained success in today's dynamic marketplace. 5. Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus Author: Bev Burgess and Tim Shercliff A groundbreaking guide, Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus, explores the transformative power of account-based growth strategies in the realm of business-to-business (B2B) marketing. Drawing on their extensive expertise and real-world experiences, Bev Burgess and Tim Shercliff provide a robust framework for businesses to align their marketing, sales, customer success and executives around the customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations, including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra. 6. Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement Author: Martin Kihn and Christopher B. O'Hara Authored by industry experts, Martin Kihn and Christopher B. O'Hara, Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement delves into the transformative capabilities of customer data platforms (CDPs) and their profound impact on marketing strategies. The book offers a deep understanding of CDPs and explains how to use AI and machine learning to drive the future of personalization. With this knowledge, marketers can create a data-driven culture that puts customers at the center and craft personalized and targeted campaigns that resonate with their audience, fostering meaningful connections and driving long-term loyalty. 7. Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates and Build Loyalty Author: Antonia Wade Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates, And Build Loyalty is a compelling and insightful book that illuminates the path to revolutionizing the B2B buyer journey. Written by an award-winning Chief Marketing Officer, Antonia Wade, the book provides a step-by-step guide to mapping the buyer journey, metrics, aligning channels, and tactics according to their needs at each stage. With a keen focus on the buyer's journey, the book provides practical insights and real-world examples of how to reengineer marketing's relationship with sales and develop marketing as a real lever for business growth. Conclusion As marketing continues to evolve, mastering buyer intent data is crucial for marketers aiming to succeed in 2023 and beyond. The curated list of expert-level books provides valuable insights, strategies, and frameworks to help marketers effectively harness buyer intent data's power. Marketers can tailor their strategies, enhance customer experiences, and drive meaningful business outcomes by understanding the nuances of buyer intent. Armed with this knowledge, they can create highly tailored and engaging campaigns that resonate with customers on a profound level, ultimately driving increased brand affinity, customer loyalty, and revenue growth. Immerse in these top books and unlock the potential of buyer intent data to propel your marketing expertise to new heights.

Read More
Account Based Data

Do You Need Bombora? What the Intent Data Provider Brings to the Table

Article | June 29, 2023

Intent data is an essential piece of the account-based marketing puzzle. It’s the type of data that can give B2B companies a competitive edge as they look to identify engaged, active prospects at prioritized accounts that show a clear pattern of interest in a product, service, or solution. As importantly, intent data can pinpoint signals in a buyer’s journey that lets you know what their next step might be, helping you target them with personalized, contextual messaging. There are a couple of flavors of intent data, but in this case, third-party intent data is the focus. Third-party intent data originates from external sources and may include many potential online interactions that have occurred away from your website and your company’s interactions. Website visits at competitor sites, webinar attendance, downloads, product reviews, social media interactions, and online subscriptions to publications in your industry or sector are fair game for third-party intent data insights. Like an intricate spider web woven from numerous data points, third-party intent data offers a view of online behavior for potential prospects as they traverse their buying journey.

Read More
Buyer Intent Data

How the right content wins in account-based marketing

Article | September 11, 2023

Account-based marketing (ABM) has been around for long enough now that most companies have either rolled out strategies or are actively exploring their options. Looking at the ABM adoption model produced by the ITSMA, an industry association for technology-based marketing and services, many companies are in the experimentation stage and looking to further refine their initial pilot programs. As you begin to experiment and expand your ABM programs, there are many complexities that you can introduce like content personalization, website personalization, scaling accounts and channels, and additional technology and automation, to name a few.

Read More
Core ABM

4 Account-Based Marketing Technologies That Will Matter in 2021

Article | May 28, 2021

The disruption from 2020 has forced many companies across different industries and verticals to improve their digital potential, including technology adoption. Among the industries, account-based marketing practitioners had to adapt to change in 2020 – and fast because it created a host of challenges in B2B. Industries and businesses had to find the right technologies that allow growth, as companies now have to operate in the only digital world. But, even in the time of uncertainty, Account-Based Marketing (ABM) has gained traction. This is good news for enterprise tech vendors. Gartner estimates that expenditure on technology will rebound in 2021, with the enterprise software market predicted to surge by 7.2%. This seems to be a year of growth, improvement, and success for those organizations deploying account-based marketing as part of their B2B strategy. In addition, one of the global data leaders, Acxiom, has experienced rapid sales growth from its technologically blended ABM program. Before considering a fully technology-based ABM strategy for 2021, it is crucial to understand how technologies fuel ABM growth. Technologies are Fueling ABM Growth Well, it's easy to understand and see how and why the technology-fuelled revival of ABM is taking hold. Let's see where B2B marketers are gaining profits. They are : Driving improved deals, higher close rates, and earning more revenue Winning strategic accounts in their industries Getting higher ROI Reaping benefits from additional marketing strategies The 2019 State of ABM study by SiriusDecisions validates this trend in ABM results in: 91% of the B2B companies realizing larger deals by adopting technology in ABM. 92% seeing a higher percentage of qualified opportunities in ABM accounts than in non-ABM accounts. More B2B marketers are moving towards tech-enabled ABM programs, where it was 62% in 2020 compared to 40% in 2018. ABM in the overall marketing budget of companies surging rapidly. With the rise in internet usage, which accelerated digital marketing, it was challenging to understand individual behavior. Now, marketers are empowered with account-centric targeting, measurement, and personalization across all their digital channels. Because marketers dedicate more budget to their ABM programs by upgrading technology stacks. It plays a significant role in making ABM scalable. So, explore the critical technology trends propelling ABM today and shaping its future for marketing purposes in this blog. How much does your tech stack matter? The most influential tech marketing programs invest more in data, insight, and analytics. And that's because you have no hope of successfully engaging with your target accounts. Despite the rapid acceleration of digital transformation in 2020, few organizations already have a mature tech stack. 25-39% of them used it for content syndication, sales automation, evaluation as third-party data, and reporting software. By this, you must have understood that investing in technologies or technology that is attributing results supporting your ABM efforts is essential. But this doesn't mean the more tech you have, the more successful you will be. It's more a case of having the proper fundamentals (tech-wise) in place that deliver value. Likewise, other tech fundamentals like intent data fully functioning (and ABM-ready) CRM are perhaps the most important tech pieces to have in place. They are listed under the top planned investments for 2021. Here are five tech trends for ABM that will make a tangible difference in your business. Automation Reduces Risks To execute account-based marketing, marketers need to introduce automation to engage accounts through a handful of channels. Marketers can engage all the named accounts of the sales team and their long tail of target accounts through automation. This allows the marketing team to create demand in the accounts they're pursuing and alleviate the risk of putting all sales requirements in one place. This is possible by continuous demand generation through different channels, probably the less expensive ones (and alerting accounts from time to time to decrease the risk of missing out). This way, your business will witness a more consistent and coordinated engagement of accounts between sales and marketing. So, ABM automation is a crucial aspect in reducing risks. AI Introduces Personalized Customer Understanding Businesses are witnessing the transformational impact of AI throughout the process, particularly in marketing. While marketers can easily get started with ABM by targeting a list of accounts, AI puts more power enabling them to confidently and precisely identify the accounts to pursue. With AI, marketers can get their ideal customer profile (ICP) at a granular level. Tech-savvy marketers are using AI to analyze their historical sales and implement new strategies to achieve more in the coming years. In other words, AI helps marketers to leverage more information significantly from both internal and external sources to draw more precise models for their ideal customers. AI is also enhancing engagement. According to The State of Engagement, 72% of marketers are expected to prioritize personalized messages and content to engage with customers. Nearly 40% of marketers plan to leverage AI and machine learning to enhance content used throughout the customer journey. So, through AI, marketers can personalize communications in a one-to-one way. This way, they can predict the content that most likely to convert readers across multiple channels. As marketers continue to realize the potential of AI, you will see more rules-based ABM activities that AI enhances. This way, your marketers can efficiently target the proper accounts, engage accounts across channels to get insights to optimize programs. Advanced Analytics Provide Attribution Is your ABM strategy working? One way to find out this is by measuring its impact on the business through advanced analytics. With automated attribution reporting, marketers can find more opportunities, a longer pipeline of accounts, and higher revenue generation in the ABM context. But why? Here are three reasons: Marketers need to show that their partnership with sales to the target audience is working efficiently. Advanced analytics will allow you to compare the efforts and results of one account vs. another to optimize the ABM program. Most marketers plan multiple or blended marketing strategies. So, marketers running an ABM or practicing a blend of it, such as inbound marketing, need to know which investments are working. Advanced analytics can help them to allocate a budget for strategies being used for their business. Therefore, it is expected to witness more touchpoints and data brought into advanced analytics becoming increasingly easier for marketers to consume in the future. Chatbots' Demand in ABM As per Salesforce, 69% of U.S. consumers prefer using chatbots when engaging with brands as it yields a prompt response. A chatbot on your website can answer customers' basic questions every time. AI-powered chatbots can be used for customer support, expanding contact strategy dramatically with a controlled message. These chatbots have become so lifelike that many customers don't even know the difference. And chatbots offer the added benefit of gathering, analyzing, and providing actionable data to improve the customer experience. How Can Marketers Harness This Potential? As per SiriusDecisions' survey, more marketers are doubling their budgets and moving their ABM journey effortlessly. So, irrespective of where you are on your journey, you also need to make sure you always move ahead. When it's time to include technology, be sure to select an ABM platform that supports your marketing journey now and in the future, as well. This means it should support multiple channels and marketing strategies, giving the flexibility to adapt and discover what works best for your organization. Conclusively, look for a platform that can serve as the hub of your ABM technology stack. The ablest place to start is from a platform that will give you the ABM essentials and connect a wide range of technologies to encourage you to grow over time. This way, you can shape your future in account-based marketing in the best possible ways. Frequently Asked Questions How does ABM work? Identifying which accounts (companies) you can target is the first step after creating a buyer persona. The next step is to market them using campaigns to attract potential clients. And then, measure the activities of your account-based marketing campaigns. Metrics, such as clicks, impressions, and page views, are easily measured. Why is account-based marketing important? ABM helps to assemble marketing efforts through multi-channels and analyses key accounts' status to drive more revenue. It also maximizes the efficiency of your B2B marketing resources and aligns sales accordingly. How is AI used in ABM? AI solutions in ABM can help the marketing team to make firm data-based decisions faster than before. The usage of chatbots helps to answer many common questions about marketing efforts and benefits. Also, AI tools can be used to track intent data as well. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How does ABM work?", "acceptedAnswer": { "@type": "Answer", "text": "Identifying which accounts (companies) you can target is the first step after creating a buyer persona. The next step is to market them using campaigns to attract potential clients. And then, measure the activities of your account-based marketing campaigns. Metrics, such as clicks, impressions, and page views, are easily measured." } },{ "@type": "Question", "name": "Why is account-based marketing important?", "acceptedAnswer": { "@type": "Answer", "text": "ABM helps to assemble marketing efforts through multi-channels and analyses key accounts' status to drive more revenue. It also maximizes the efficiency of your B2B marketing resources and aligns sales accordingly." } },{ "@type": "Question", "name": "How is AI used in ABM?", "acceptedAnswer": { "@type": "Answer", "text": "AI solutions in ABM can help the marketing team to make firm data-based decisions faster than before. The usage of chatbots helps to answer many common questions about marketing efforts and benefits. Also, AI tools can be used to track intent data as well." } }] }

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Core ABM

Top Account-Based Marketing Events for Marketers to Attend in 2023

Article | June 20, 2023

Discover the key to enhancing marketing expertise through a carefully curated selection of top buyer intent data books to create effective targeted and customer-centric marketing campaigns. In the dynamic marketing world, achieving a competitive edge requires a deep understanding of buyer intent data. Businesses can gain invaluable insights into their target audience's preferences, needs, and motivations by deciphering the intricacies of buyer intent. With the ability to unlock valuable insights into consumer preferences and behaviors, buyer intent data empowers businesses to create targeted and effective marketing strategies. This article presents a curated selection of expert-level books that will empower businesses and marketers to master buyer intent data and optimize their marketing strategies. As the marketing landscape continues to evolve rapidly, businesses and marketers must explore the top books that delve into this subject matter and assist them in creating customized strategies, enhancing customer experiences, and driving meaningful business outcomes. 1. Total Customer Growth: Win and Grow Customers for Life with ABM and ABX Author: Adam Turinas and Ben Person A comprehensive guide, Total Customer Growth: Win and Grow Customers for Life with ABM and ABX, unveils the power of Account-Based Marketing (ABM) and Account-Based Experience (ABX) in driving long-term customer growth and loyalty. Authored by industry experts Adam Turinas and Ben Person, the book offers a strategic framework for businesses to adopt a holistic approach toward building a sustainable, long-term business model. It also explains in detail how-to guides, strategic rationales, examples, and references to online resources. 2. No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing Author: Latané Conant No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing by Latané Conant is a groundbreaking book that revolutionizes traditional sales and marketing approaches by introducing a forward-thinking strategy for account-based success. It delivers an enlightening and engaging guide for salespeople and marketers on how to use technology to identify prospects and place them at the center of all they do. Conant, an esteemed industry expert, reveals strategies for building a tech stack that prioritizes their customers and ways for chief marketing officers to stop playing defense and go on offense. 3. Innovative B2B Marketing: New Models, Processes and Theory Author: Simon Hall With extensive expertise and profound industry insights, Simon Hall introduces readers to avant-garde strategies, cutting-edge models, and transformative processes that challenge conventional B2B marketing practices in his book, Innovative B2B Marketing: New Models, Processes and Theory. The book goes beyond the ordinary, offering practical examples, real-world case studies, and theoretical frameworks that empower marketing professionals to embrace creativity, adaptability, and customer-centricity in their B2B endeavors. It is an indispensable resource for marketing practitioners, strategists, and visionary leaders seeking to redefine the boundaries of B2B marketing and take their organizations to new heights of success. 4. Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth Author: Stephen G. Diorio and Chris K. Hummel Authored by renowned experts Stephen G. Diorio and Chris K. Hummel, Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth introduces the concept of Revenue Operations (RevOps) as a transformative strategy for organizations. It explains in detail how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. This essential read is a compass for executives, sales and marketing professionals, and business leaders aiming to unlock their organization's full potential and achieve sustained success in today's dynamic marketplace. 5. Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus Author: Bev Burgess and Tim Shercliff A groundbreaking guide, Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus, explores the transformative power of account-based growth strategies in the realm of business-to-business (B2B) marketing. Drawing on their extensive expertise and real-world experiences, Bev Burgess and Tim Shercliff provide a robust framework for businesses to align their marketing, sales, customer success and executives around the customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations, including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra. 6. Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement Author: Martin Kihn and Christopher B. O'Hara Authored by industry experts, Martin Kihn and Christopher B. O'Hara, Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement delves into the transformative capabilities of customer data platforms (CDPs) and their profound impact on marketing strategies. The book offers a deep understanding of CDPs and explains how to use AI and machine learning to drive the future of personalization. With this knowledge, marketers can create a data-driven culture that puts customers at the center and craft personalized and targeted campaigns that resonate with their audience, fostering meaningful connections and driving long-term loyalty. 7. Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates and Build Loyalty Author: Antonia Wade Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates, And Build Loyalty is a compelling and insightful book that illuminates the path to revolutionizing the B2B buyer journey. Written by an award-winning Chief Marketing Officer, Antonia Wade, the book provides a step-by-step guide to mapping the buyer journey, metrics, aligning channels, and tactics according to their needs at each stage. With a keen focus on the buyer's journey, the book provides practical insights and real-world examples of how to reengineer marketing's relationship with sales and develop marketing as a real lever for business growth. Conclusion As marketing continues to evolve, mastering buyer intent data is crucial for marketers aiming to succeed in 2023 and beyond. The curated list of expert-level books provides valuable insights, strategies, and frameworks to help marketers effectively harness buyer intent data's power. Marketers can tailor their strategies, enhance customer experiences, and drive meaningful business outcomes by understanding the nuances of buyer intent. Armed with this knowledge, they can create highly tailored and engaging campaigns that resonate with customers on a profound level, ultimately driving increased brand affinity, customer loyalty, and revenue growth. Immerse in these top books and unlock the potential of buyer intent data to propel your marketing expertise to new heights.

Read More
Account Based Data

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

Article | June 29, 2023

Intent data is an essential piece of the account-based marketing puzzle. It’s the type of data that can give B2B companies a competitive edge as they look to identify engaged, active prospects at prioritized accounts that show a clear pattern of interest in a product, service, or solution. As importantly, intent data can pinpoint signals in a buyer’s journey that lets you know what their next step might be, helping you target them with personalized, contextual messaging. There are a couple of flavors of intent data, but in this case, third-party intent data is the focus. Third-party intent data originates from external sources and may include many potential online interactions that have occurred away from your website and your company’s interactions. Website visits at competitor sites, webinar attendance, downloads, product reviews, social media interactions, and online subscriptions to publications in your industry or sector are fair game for third-party intent data insights. Like an intricate spider web woven from numerous data points, third-party intent data offers a view of online behavior for potential prospects as they traverse their buying journey.

Read More
Buyer Intent Data

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

Article | September 11, 2023

Account-based marketing (ABM) has been around for long enough now that most companies have either rolled out strategies or are actively exploring their options. Looking at the ABM adoption model produced by the ITSMA, an industry association for technology-based marketing and services, many companies are in the experimentation stage and looking to further refine their initial pilot programs. As you begin to experiment and expand your ABM programs, there are many complexities that you can introduce like content personalization, website personalization, scaling accounts and channels, and additional technology and automation, to name a few.

Read More
Core ABM

4 Account-Based Marketing Technologies That Will Matter in 2021

Article | May 28, 2021

The disruption from 2020 has forced many companies across different industries and verticals to improve their digital potential, including technology adoption. Among the industries, account-based marketing practitioners had to adapt to change in 2020 – and fast because it created a host of challenges in B2B. Industries and businesses had to find the right technologies that allow growth, as companies now have to operate in the only digital world. But, even in the time of uncertainty, Account-Based Marketing (ABM) has gained traction. This is good news for enterprise tech vendors. Gartner estimates that expenditure on technology will rebound in 2021, with the enterprise software market predicted to surge by 7.2%. This seems to be a year of growth, improvement, and success for those organizations deploying account-based marketing as part of their B2B strategy. In addition, one of the global data leaders, Acxiom, has experienced rapid sales growth from its technologically blended ABM program. Before considering a fully technology-based ABM strategy for 2021, it is crucial to understand how technologies fuel ABM growth. Technologies are Fueling ABM Growth Well, it's easy to understand and see how and why the technology-fuelled revival of ABM is taking hold. Let's see where B2B marketers are gaining profits. They are : Driving improved deals, higher close rates, and earning more revenue Winning strategic accounts in their industries Getting higher ROI Reaping benefits from additional marketing strategies The 2019 State of ABM study by SiriusDecisions validates this trend in ABM results in: 91% of the B2B companies realizing larger deals by adopting technology in ABM. 92% seeing a higher percentage of qualified opportunities in ABM accounts than in non-ABM accounts. More B2B marketers are moving towards tech-enabled ABM programs, where it was 62% in 2020 compared to 40% in 2018. ABM in the overall marketing budget of companies surging rapidly. With the rise in internet usage, which accelerated digital marketing, it was challenging to understand individual behavior. Now, marketers are empowered with account-centric targeting, measurement, and personalization across all their digital channels. Because marketers dedicate more budget to their ABM programs by upgrading technology stacks. It plays a significant role in making ABM scalable. So, explore the critical technology trends propelling ABM today and shaping its future for marketing purposes in this blog. How much does your tech stack matter? The most influential tech marketing programs invest more in data, insight, and analytics. And that's because you have no hope of successfully engaging with your target accounts. Despite the rapid acceleration of digital transformation in 2020, few organizations already have a mature tech stack. 25-39% of them used it for content syndication, sales automation, evaluation as third-party data, and reporting software. By this, you must have understood that investing in technologies or technology that is attributing results supporting your ABM efforts is essential. But this doesn't mean the more tech you have, the more successful you will be. It's more a case of having the proper fundamentals (tech-wise) in place that deliver value. Likewise, other tech fundamentals like intent data fully functioning (and ABM-ready) CRM are perhaps the most important tech pieces to have in place. They are listed under the top planned investments for 2021. Here are five tech trends for ABM that will make a tangible difference in your business. Automation Reduces Risks To execute account-based marketing, marketers need to introduce automation to engage accounts through a handful of channels. Marketers can engage all the named accounts of the sales team and their long tail of target accounts through automation. This allows the marketing team to create demand in the accounts they're pursuing and alleviate the risk of putting all sales requirements in one place. This is possible by continuous demand generation through different channels, probably the less expensive ones (and alerting accounts from time to time to decrease the risk of missing out). This way, your business will witness a more consistent and coordinated engagement of accounts between sales and marketing. So, ABM automation is a crucial aspect in reducing risks. AI Introduces Personalized Customer Understanding Businesses are witnessing the transformational impact of AI throughout the process, particularly in marketing. While marketers can easily get started with ABM by targeting a list of accounts, AI puts more power enabling them to confidently and precisely identify the accounts to pursue. With AI, marketers can get their ideal customer profile (ICP) at a granular level. Tech-savvy marketers are using AI to analyze their historical sales and implement new strategies to achieve more in the coming years. In other words, AI helps marketers to leverage more information significantly from both internal and external sources to draw more precise models for their ideal customers. AI is also enhancing engagement. According to The State of Engagement, 72% of marketers are expected to prioritize personalized messages and content to engage with customers. Nearly 40% of marketers plan to leverage AI and machine learning to enhance content used throughout the customer journey. So, through AI, marketers can personalize communications in a one-to-one way. This way, they can predict the content that most likely to convert readers across multiple channels. As marketers continue to realize the potential of AI, you will see more rules-based ABM activities that AI enhances. This way, your marketers can efficiently target the proper accounts, engage accounts across channels to get insights to optimize programs. Advanced Analytics Provide Attribution Is your ABM strategy working? One way to find out this is by measuring its impact on the business through advanced analytics. With automated attribution reporting, marketers can find more opportunities, a longer pipeline of accounts, and higher revenue generation in the ABM context. But why? Here are three reasons: Marketers need to show that their partnership with sales to the target audience is working efficiently. Advanced analytics will allow you to compare the efforts and results of one account vs. another to optimize the ABM program. Most marketers plan multiple or blended marketing strategies. So, marketers running an ABM or practicing a blend of it, such as inbound marketing, need to know which investments are working. Advanced analytics can help them to allocate a budget for strategies being used for their business. Therefore, it is expected to witness more touchpoints and data brought into advanced analytics becoming increasingly easier for marketers to consume in the future. Chatbots' Demand in ABM As per Salesforce, 69% of U.S. consumers prefer using chatbots when engaging with brands as it yields a prompt response. A chatbot on your website can answer customers' basic questions every time. AI-powered chatbots can be used for customer support, expanding contact strategy dramatically with a controlled message. These chatbots have become so lifelike that many customers don't even know the difference. And chatbots offer the added benefit of gathering, analyzing, and providing actionable data to improve the customer experience. How Can Marketers Harness This Potential? As per SiriusDecisions' survey, more marketers are doubling their budgets and moving their ABM journey effortlessly. So, irrespective of where you are on your journey, you also need to make sure you always move ahead. When it's time to include technology, be sure to select an ABM platform that supports your marketing journey now and in the future, as well. This means it should support multiple channels and marketing strategies, giving the flexibility to adapt and discover what works best for your organization. Conclusively, look for a platform that can serve as the hub of your ABM technology stack. The ablest place to start is from a platform that will give you the ABM essentials and connect a wide range of technologies to encourage you to grow over time. This way, you can shape your future in account-based marketing in the best possible ways. Frequently Asked Questions How does ABM work? Identifying which accounts (companies) you can target is the first step after creating a buyer persona. The next step is to market them using campaigns to attract potential clients. And then, measure the activities of your account-based marketing campaigns. Metrics, such as clicks, impressions, and page views, are easily measured. Why is account-based marketing important? ABM helps to assemble marketing efforts through multi-channels and analyses key accounts' status to drive more revenue. It also maximizes the efficiency of your B2B marketing resources and aligns sales accordingly. How is AI used in ABM? AI solutions in ABM can help the marketing team to make firm data-based decisions faster than before. The usage of chatbots helps to answer many common questions about marketing efforts and benefits. Also, AI tools can be used to track intent data as well. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How does ABM work?", "acceptedAnswer": { "@type": "Answer", "text": "Identifying which accounts (companies) you can target is the first step after creating a buyer persona. The next step is to market them using campaigns to attract potential clients. And then, measure the activities of your account-based marketing campaigns. Metrics, such as clicks, impressions, and page views, are easily measured." } },{ "@type": "Question", "name": "Why is account-based marketing important?", "acceptedAnswer": { "@type": "Answer", "text": "ABM helps to assemble marketing efforts through multi-channels and analyses key accounts' status to drive more revenue. It also maximizes the efficiency of your B2B marketing resources and aligns sales accordingly." } },{ "@type": "Question", "name": "How is AI used in ABM?", "acceptedAnswer": { "@type": "Answer", "text": "AI solutions in ABM can help the marketing team to make firm data-based decisions faster than before. The usage of chatbots helps to answer many common questions about marketing efforts and benefits. Also, AI tools can be used to track intent data as well." } }] }

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Related News

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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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

Read More

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

Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

Read More

ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Events