Home > Companies > Thought Leaders > Khronos Founder Daniel Englebretson predicts the rise of AI to result in consumers expecting more tailored experiences

Khronos Founder Daniel Englebretson predicts the rise of AI to result in consumers expecting more tailored experiences

Daniel Englebretson, Founder of Khronos, talks about how he levered his experience, and the opportunity that ABM represented, to scale his company. Read on to know more about his thoughts about the impact of AI on the ABM landscape, his approach to market research and how he became a voice in the ABM community.

There is a disconnect between what the C-suite wants to see and what good marketers believe to be the future of measurement.

MEDIA 7: Thank you so much for doing this with us! Before we dig in, our readers would love to learn a bit more about you. Can you please tell us a story about what brought you to this specific career path?
DANIEL ENGLEBRETSON: When I was an undergrad, I took the 8 am session for my capstone marketing course because I worked during the day. There were only 6 people in the class. As a result, I worked directly with the professor and lead a team project that built a marketing plan for 11 educational non-profits in the community. That project went on to win 1st place in a research expo and ultimately connected me with the CEO of a local company who was interested in transforming his organization marketing to be more “modern.” I took that job and worked directly for the CEO and sat in between sales and marketing, where I had marketers and salespeople reporting to me. Fast forward my career and I was recruited to do the same thing for 2 Fortune 500 manufactures and eventually landed at a hypergrowth startup with the same mission.

After building and scaling demand generation, working at the direction of the C-suite in each case, I had a ton of hands-on experience, a relatively large budget, and a fair amount of top-down support. Along came ABM and I had the budget, buy-in, and scale to be an early pioneer. So, with a lot of hard work, and some lucky timing, I became a voice in the ABM community. In 2019 I decided to start my own company, leveraging my experience and the opportunity that ABM represented to scale Khronos to where it is today.


M7: What are some of the marketing solutions that Khronos provides their clients to improve their ABM outreach and digital demand generation turnover?
DE: As a long-time B2B demand generation practitioner, I’ve lived the pain that so many marketers live. Bad data, poor alignment, ambiguous results, sudden change in strategic direction – all of these are symptoms of traditional demand generation, for which ABM delivers the frameworks to solve. Khronos was purpose-built to solve the most common problems that a practitioner faces when scaling ABM. We install the process and technology while simplifying the approach to focus on establishing the minimally-viable foundations first so that we can ultimately move faster and more efficiently in the long run.

To that end, we address the personas, position, and ideal customer profile work first, which establishes who we want to target and what we want to say before the program begins. From there, we install the CRM, MAP, and ABM tech required to execute the program, which eliminates the integration challenges and mitigates many of the data problems. Lastly, we build and scale the BDR teams that manage the outbound sequences and action the data produced by the campaigns, reducing the opportunity for alignment gaps and delivering more actionable output for sales teams.

Read More: BROADWai’s Co-Founder and CEO Micah Hollingworth says their solutions ‘allow businesses to focus on higher-value work’


The best programs, and the best marketers, have built their success on the back of rapid iteration and a long history of testing, learning, and continuously improving.



M7: What is your approach to market research at Khronos, both customer and competitor focused?
DE: All our programs begin with understanding the unmet needs of the market. We work closely with our clients to clearly understand the problems that exist in the market for which their product solves. This work yields the personas who have those problems and helps us to articulate an understanding of those problems and convey confidence that the solution is a good fit. Once we’re aligned on who has the problems that we solve, and how we solve them, we then build the ideal customer profiles based on either the historical data (if available) or by critically addressing aspects like firmographics, technographics, and intent signals to build a target account list.

There are scenarios where we are looking at competitors, most commonly when conducting keyword research and building intent topic clusters. However, we do not typically focus heavily on competitors when building our programs. Most of our work is focused on how our client specifically solves the market’s problems, and how that message can be tightly aligned to either a one-to-one or one-to-few approach.


M7: How do you see artificial intelligence impacting the ABM landscape in the near future?
DE: As we experience AI in our day-to-day lives, it starts to become part of how we expect things to be. When Netflix is recommending the next show, or Amazon is showing you like products, you come to expect that experience from everything you do. As brands adopt AI into their marketing, consumers will expect more tailored experiences and those brands that don’t deliver will fall behind. That said, it's hard to imagine all the ways that AI will play out. But I can reflect on the other advancements that have come along. Gone are the days where the marketer must know HTML or the data specialist must know SQL to query the MDM.

For 20 years there has been a rapid expansion of tech into the B2B marketing sphere, and if there is anything this experience has taught me it is that change is a constant. 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, resolving data challenges and enhancing targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experience. I suspect the biggest pain points like SPAM, consumer privacy, and attribution will be hot applications.

Read More: HeadSpin's Brien Colwell shows us how humans can work together with AI to create successful systems


The combination of skills that make a candidate desirable are shifting.



M7: What are the top challenges that you see for the industry in general and Khronos this year?
DE: If by industry you mean the ABM B2B Marketer, then: As I look to 2022, I continue to see teams struggling to design effective organizations and staff them with good-fit marketers. The combination of skills that make a candidate desirable are shifting, and the ABM job market is a candidate’s market. This is leading to available marketers being passed up, and more competitive marketers being out of reach to some teams. There has also been increased pressure on attribution, especially as the metrics by which programs are measured are continuing to shift.

There is a disconnect between what the C-suite wants to see and what good marketers believe to be the future of measurement. This creates a lot of pressure, which often comes down to teams not aligning on expectations. Combine the skills gap with misaligned expectations and you find a lot of marketers shifting jobs, which will ultimately be the biggest challenge for both the industry and Khronos in 2022. POC/Champion turnover in the marketing department can set programs back years, and I suspect that this will continue to be the biggest challenge in 2022.


M7: What is your marketing mantra to stand out in an overly saturated ABM space?
DE: I am not sure this is a mantra, but I’ve always believed in the value of a continuous improvement. Maybe it comes from my many years in lean manufacturing, but I believe it is the most important part of ABM. You must be constantly learning, testing, iterating, and improving. So many programs die on the vine because either they try to get it 100% right on the first pass, or because they stall out on indecision. In my experience, the best thing you can do is start. It requires critical thought, planning, and structured execution, but starting with a focus on collecting the data that you need to improve is central to how I operate. This is harder to do as a 3rd party because people want results today, but the reality is that results don’t just happen overnight. The best programs, and the best marketers, have built their success on the back of rapid iteration and a long history of testing, learning, and continuously improving. This is what I’ve been doing since 2009.

ABOUT KHRONOS

Khronos partners with its clients to install a flexible framework for account-based strategy, delivering award-winning results with a focus on efficient, repeatable, and nimble execution.

More THOUGHT LEADERS

Customer Success upholds and revamps the value-driven from a product, says Folloze's Adi Aloni

Media 7 | February 14, 2022

We had an opportunity to explore the crossroad between marketing and customer success with Adi Aloni, VP of Customer Success at Folloze. Read and find out more about building a customer success team from the ground up....

Read More

'CMOs must champion the customer,' advises Steve O'Neil Director at Agent3

Media 7 | February 14, 2022

We had the opportunity to explore the best way to leverage Account-based marketing strategies in the digital era, through this interview with Steve O'Neil, Director at Agent3. Read on to find out new digital marketing trends to look out for in 2022, and how CMOs and enterprises can best leverage them in their initiatives....

Read More

Q&A with Stuart Sumner, Editorial Director at Incisive Media

Media 7 | May 20, 2021

Stuart Sumner, Editorial Director at Incisive Media, is an experienced journalist, editor, presenter and broadcaster with expertise across all enterprise technology areas. He has successfully lead and developed editorial teams, set editorial strategy, improved brand integrity and focus, developed audience numbers and engagement, and built communities of C-suite executives....

Read More

Customer Success upholds and revamps the value-driven from a product, says Folloze's Adi Aloni

Media 7 | February 14, 2022

We had an opportunity to explore the crossroad between marketing and customer success with Adi Aloni, VP of Customer Success at Folloze. Read and find out more about building a customer success team from the ground up....

Read More

'CMOs must champion the customer,' advises Steve O'Neil Director at Agent3

Media 7 | February 14, 2022

We had the opportunity to explore the best way to leverage Account-based marketing strategies in the digital era, through this interview with Steve O'Neil, Director at Agent3. Read on to find out new digital marketing trends to look out for in 2022, and how CMOs and enterprises can best leverage them in their initiatives....

Read More

Q&A with Stuart Sumner, Editorial Director at Incisive Media

Media 7 | May 20, 2021

Stuart Sumner, Editorial Director at Incisive Media, is an experienced journalist, editor, presenter and broadcaster with expertise across all enterprise technology areas. He has successfully lead and developed editorial teams, set editorial strategy, improved brand integrity and focus, developed audience numbers and engagement, and built communities of C-suite executives....

Read More

Related News

ABM Accounts

Collibra Shines with Multiple MarCom Awards for Excellence

Collibra | November 08, 2023

Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

Read More

Buyer Intent Data

Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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

Collibra Shines with Multiple MarCom Awards for Excellence

Collibra | November 08, 2023

Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

Read More

Buyer Intent Data

Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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

Spotlight

Khronos

Khronos partners with its clients to install a flexible framework for account-based strategy, delivering award-winning results with a focus on efficient, repeatable, and nimble execution....

Events

Resources

resource image

Buyer Intent Data

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

Article

resource image

Core ABM

Transforming the Customer Experience UC + CC Metrigy Report

Whitepaper

resource image

ACCOUNT BASED EXECUTION

How to choose a content management system (CMS) Monolithic, headless, or hybrid - which CMS is right for your business?

Whitepaper

Events