Demand Spring | September 20, 2022
Two-thirds of marketers have implemented ABM strategies in their organizations
BOSTON, MA – September 20, 2022 – Revenue Marketing consultancy Demand Spring today released their first annual State of Account-Based Marketing report.
Demand Spring surveyed marketers located across North America, from a variety of industries. From the 100 responses received, we learned that while two-thirds of respondents have implemented ABM as part of their marketing strategy, many marketers are still trying to determine the optimal execution for these strategies.
A number of key findings were uncovered in this survey:
One third of marketers have seen more than 50% return on investment through their ABM efforts.
74% of respondents identified generating new business as the primary goal of their ABM strategy.
53% of respondents reported that their ABM campaigns have generated more revenue than other marketing efforts.
47% of marketers surveyed stated they have seen a moderate increase in sales and marketing alignment since implementing account-based marketing.
Choosing the right target accounts was the top challenge (46%) identified by marketers in their ABM efforts. The two other main challenges survey respondents faced were delivering a personalized experience (39%) and selecting the right content and assets (34%).
“With customers demanding better experiences throughout their buying process, Demand Spring felt it was time to see how B2B organizations are delivering on the promise of experience, and what role ABM is playing in their strategies,” said Tracy Thayne, Vice President of Strategy Consulting with Demand Spring. “This report is our first on ABM, so it establishes a baseline for follow-up research and offers strong insights for marketers just getting started with account-based execution.”
For more information, and to see a full copy of the report, visit https://demandspring.com/research/state-of-account-based-marketing-2/.
About Demand Spring
Demand Spring is an integrated Revenue Marketing consultancy that helps marketing organizations stand taller by enabling them to scale their ability to contribute to pipeline and revenue. Our team of Revenue Marketing Strategists, Content Marketers, and Marketing Technologists help our clients transform their marketing practices, deliver exceptional customer experiences, and drive revenue. For more information, visit www.demandspring.com.
ACCOUNT BASED DATA
GMO GlobalSign, Frost & Sullivan | September 21, 2022
Based on its recent analysis of the Global Holistic TLS Certificate Market, Frost & Sullivan recognizes GMO GlobalSign with the 2022 Competitive Strategy Leadership Award for deploying a wide range of public key infrastructure (PKI) security and digital identity management technologies. GMO GlobalSign is a well-established certificate authority (CA) and market-leading company in the holistic TLS certificate market, with an impressive market share of 8.9% in 2021.
GlobalSign delivers multiple products and services in the field of PKI, such as authentication, managed SSL/TLS, secure email, code signing, and digital signatures, among others. Particularly, with one of its main products, AEG, GlobalSign has increased its innovative strength and leadership by automating complex tasks that would otherwise be costly and time consuming.
“GlobalSign has established itself as a trusted CA among its customers for 25 years. Armed with a strong understanding of customer needs, the CA’s product development and go-to-market strategies address key customer pain points around online identities,” said Swetha Krishnamoorthi, Senior Industry Analyst, Cybersecurity at Frost & Sullivan.
“GlobalSign has established itself as a trusted CA among its customers for 25 years. Armed with a strong understanding of customer needs, the CA’s product development and go-to-market strategies address key customer pain points around online identities,” said Swetha Krishnamoorthi, Senior Industry Analyst, Cybersecurity at Frost & Sullivan. “GlobalSign offers a cloud-based certificate lifecycle management (CLM) platform, Atlas, which ensures high scalability, throughput, and availability for certificate issuance. With the help of automation, Atlas empowers IT teams to flexibly manage and authenticate a broad array of identities – users, machines, IoT and mobile devices, and servers.”
Customer experience was, and continues to be, a massive factor in how GlobalSign’s next generation certificate management platform, Atlas, has been designed.
“GlobalSign also leverages its extensive partner network to build its customer base,” noted Swetha. “The company believes in creating a superior user experience on its platforms so that customers have less of a need for support. GlobalSign also empowers customers with the help of its AI-powered chatbot.”
The company also launches extensive account-based marketing campaigns aimed at acquiring new leads, with the potential to become GlobalSign customers. As a result, GlobalSign stands out in the TLS certificate market and is expected to continue expanding in the coming years.
Each year, Frost & Sullivan presents this award to the company that has leveraged competitive intelligence to execute a strategy successfully that results in stronger market share, competitive brand positioning, and customer satisfaction.
Frost & Sullivan Best Practices Awards recognize companies in various regional and global markets for demonstrating outstanding achievement and superior performance in leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analyses, and extensive secondary research to identify best practices in the industry.
About GMO GlobalSign
As one of the world’s most deeply-rooted certificate authorities, GlobalSign is the leading provider of trusted identity and security solutions enabling businesses, large enterprises, cloud-based service providers, and IoT innovators worldwide to conduct secure online communications, manage millions of verified digital identities and automate authentication and encryption. Its high-scale PKI and identity solutions support the billions of services, devices, people, and things comprising the IoT. A subsidiary of Japan-based GMO GlobalSign Holdings K.K. and GMO Internet Group, GMO GlobalSign has offices in the Americas, Europe and Asia. For more information, visit https://www.globalsign.com.
Full Circle Insights | September 21, 2022
Full Circle Insights today announced the debut of Full Circle ABM, the first martech solution that gives B2B marketers the power to measure funnels in an Account Based Marketing (ABM) context. ABM is taking B2B marketing by storm, and in response to increasing customer requests, Full Circle has developed an innovative product that allows marketers to track account engagement from both digital and non-digital campaigns within an account funnel.
Full Circle ABM addresses the reality that nearly all modern B2B companies sell to buying groups rather than individuals. A typical sales cycle starts with initial research followed by increased engagement across members of the buying group. With Full Circle ABM, users can leverage data from leading intent providers like 6sense, Bombora, and DemandBase, which flag accounts showing interest in buying a B2B product or service, even before members of the buying group become known to the business. In addition, the new offering also tracks and measures the buyer’s journey from initial click on a company’s web properties to closed sale.
While Full Circle ABM is new and unique in the B2B martech space, it is powered by the same patented technology that drives Full Circle Insights’ award-winning Funnel Metrics and Campaign Attribution products. Customers asked for a solution designed expressly for ABM, and Full Circle Insights delivered with Full Circle ABM, a first-of-its-kind, CRM-native product that enables users to:
Access the Full Circle Method ABM Dashboards, a set of out-of-the-box reports and charts organized into 4 dashboards
Define and track an account funnel separate from the standard person-based funnel used in other marketing strategies
Track target accounts through intent, engagement with marketing content, and progress toward becoming sales opportunities and customers
Compare marketing impact on accounts for current time periods vs. previous time periods
Monitor activity from defined members of a buying group so that the engagement value is assessed correctly, boosting conversion rates to yield more qualified opportunities
Works with all Full Circle marketing analytics products: Campaign Attribution to attribute revenue to specific campaigns, Digital Source Tracker to track the impact of Digital marketing campaigns, Funnel Metrics for tracking person-based funnels, and Matchmaker for connecting Leads to Accounts in your CRM.
“B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Until now, there wasn’t a CRM-native application that addressed the challenges of measuring ABM campaigns and their impact on pipeline and revenue. That’s why we’re introducing Full Circle ABM.”
“B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights.
“Multiple interactions are often occurring simultaneously across an account and buying group. The lead-centric process blinds the organization to these insights due to its singular focus on engaging the initial individual. As a result, sellers often miss the opportunity to proactively engage other potential buying group members early in the buying cycle,” wrote Terry Flaherty and Mike Pregler in “Goodbye MQLs! Hello Opportunities!”, an April 2022 report by Forrester. “It’s time for sales and marketing leaders to say goodbye to their simplistic focus on individual leads and instead transition to a common focus on opportunities and the buying group members involved in the decision process. Shifting to a buying-group-centric process ensures all members of the revenue team — marketing, RDRs, and sales — are charged with developing a complete understanding of the customer’s buying process and solution interests.
“The Forrester B2B Revenue Waterfall has established a standard set of stages for tracking account funnels. Full Circle ABM leverages this standard to make the adoption of ABM measurement much easier,” said Crater.
Full Circle ABM is available today with subscriptions starting at $15,000 per year.