5 Fixes for Common Account-Based Marketing Faux-Pas

B2B marketers in almost every industry are getting their feet wet with account-based marketing. If you recently rolled out a campaign at your company, you’re probably eager to see results (and so are your superiors).

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Core ABM

ABM Implementation in Different Target Segments

Article | June 20, 2023

Have you browsed about account-based marketing and how successful it has proved for businesses? Do you wonder whether your business fits in the ABM strategy? And even if you practice ABM, what is to be done differently for your business? Well, we have answers to all your questions. As Clive Armitage, CEO at Agent3, said,“We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.” Thus, your marketing and sales team should be on the same page to deliver an excellent and personalized customer experience. The implementation of ABM in different industries may be different but the challenges faced are somewhat the same. The baisc challenge for ABM are personalization and quality content. So, let us dig deeper into how ABM works for different industry segments. And also focus on how each industry should strategize for successful account-based marketing. How Is ABM Different for Different Industries? Every company has different products to sell to various companies. Also, if you sell the same product to distinct companies, you need a unique tactic for every organization. Account-based marketing is crafting such individual approaches for every client that matters. For example, if you are an advertising company and you need a luxury car brand account, your ABM strategy will be different for different car brands. It can also be designed differently for every decision-maker. Thus, you have to be very focused and delicately plan strategies for the target account. Apart from the people you target, also keep in mind the industry segment that you target. It will help to align strategies with both brands. Now let us discuss some different types of ABM strategies that work for distinct industry segments. Types of ABM Strategies (with Real-time Examples) ABM is a beneficial strategy for all types of companies. But it works wonders for organizations that target large companies who have relatively long sales cycles. According to the State of Account-Based Revenue Engine 2019 report, organizations saw a whooping 91% improved ROI post-ABM implementation. Hence, let us see how different ABM strategies have their way of working. Events Events have proved to be the most successful of all the ABM strategies. Once target clients accept the personalized invites to the events, the sales team can easily have in-person meetings. Also, a souvenir, gift, or a creative way of a follow-up meeting should be an incorporated strategy of the event. Example: Thomas Reuters is an organization that provides news and information tools for professionals. Their challenge was retention and expansion with their key accounts. Thus, they created an event opportunity for these accounts. In these events, the top executives of the exclusive accounts could speak. And Thomas Reuters would quote them in whitepapers, blogs, and more. It ensured that the sales team would be in contact with the key accounts all year round. Thus, it increased retention and built good relations. Webinars A webinar is an option when the physical presence of clients at a similar geographical location is not possible. But a webinar allows curating a more personalized experience and at convenient times with less utility of resources. Example: HotJar Lightning Talks conference is a webinar hosted by HotJar. This webinar gives the speaker maximum of five minutes to address a particular topic. Thus, no long presentation but just a short glimpse of informative or marketing strategies. Businesses participate in the webinar to present the challenges and solutions to their prospective clients. Thus, HotJar had many B2B clients participating in the conference and, the idea became a big hit! Direct Mails Gifts, marketing material, and creative packages sent through direct mail are a success in ABM. However, account-based marketing requires personalization and direct mail is the best tactic to deliver that. Example: Billing Tree is a technology-driven payment processing organization. It faced the challenge of scheduling meetings with the targeted accounts. Thus, they mailed 100 locked cases secured with two combinations of padlocks. These cases contained US$ 100 Amazon gift cards. Billing Tree gave the combination once they got the appointment with the account. And once the client opened the case, the lid had a video player embedded in it that played the video pitch for the account. Billing Tree generated an account engagement rate of 60% with the ABM strategy of direct mail. Advertising Personalized advertising has become an easy thing, thanks to IP targeting and re-targeting technology. It allows you to target the big fishes rather than the traditional wide net fishing. Example: DocuSign is an eSignature transaction management and solution provider company. It wanted to generate more traffic and click-through rates to form gated content. The company executed personalized ad campaigns to the target accounts that contained industry-specific images, content, and peer logos. And with detailed web analytics, they targeted the accounts at specific times. This personalized ads ABM strategy boosted DocuSign’s age views by 300% with a massive conversion rate! Personalized Website Experience Technology these days has expanded its horizons to provide incredible experiences, and personalized website experience is one of those. Once you get the technicalities right, your target accounts can have an out-of-the-world personalized experience when they visit the desired page or the website. Example: Savi provides sensor analytics solutions for organizations. Their main client bases are the ones that give critical decisions based on the location and status of people. Thus, Savi has to deal with private and government organizations. Therefore, as a part of specific marketing and sales strategy, they personalized their home pages differently for different clients. Thus, when government organizations the homepage was: And for the corporates, the page was: Ways to Implement ABM According to the 2020 State of ABM Report, 94.2% of respondents have successfully implemented this marketing strategy. Thus, you too can implement account-based marketing with these simple steps. Identify your high-value clients. Conduct extensive research on those clients. Strategize your personalized ABM campaigns. Implement the account-based marketing strategy. Analyze the campaign regularly. Importance of Personalization Personalization is a crucial part of account-based marketing. Your extensive research about the clients helps you craft unique, creative, and personalized content for them. A personalized experience ensures an enriched and engaging customer experience. If a campaign exclusively provides solutions to pain points, clients become customers for life. It also helps to develop good relations. Remember, account-based marketing is not only about conversions but also about creating brand awareness and relationships. As Andy Bacon, VP Consulting at Momentum, has quoted, “ABM is all about building better quality relationships; the ROI will follow.” Frequently Asked Questions Do different industries need different account-based marketing strategies? The meaning of account-based marketing is to provide tailored solutions to exclusive clients. So yes, different industries will require different ABM strategies. One should use distinct and personalized approaches to target different people of the same organization. However, you have to ensure that the marketing message is the same for all, despite the personalization. What are the different types of account-based marketing methods? The different types to implement ABM strategies are: Events Webinars Direct Mails Advertising Personalized Website Experience Social Media What role does personalization play in ABM? ABM is all about personalization. The more personalized your content is, the more likely the chances are for conversion. Imagine someone selling you a product designed just for solving your problems. You do not even need convincing if it is the answer to all your pain points. That is the same way in which ABM works. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Do different industries need different account-based marketing strategies?", "acceptedAnswer": { "@type": "Answer", "text": "The meaning of account-based marketing is to provide tailored solutions to exclusive clients. So yes, different industries will require different ABM strategies. One should use distinct and personalized approaches to target different people of the same organization. However, you have to ensure that the marketing message is the same for all, despite the personalization." } },{ "@type": "Question", "name": "What are the different types of account-based marketing methods?", "acceptedAnswer": { "@type": "Answer", "text": "The different types to implement ABM strategies are: Events Webinars Direct Mails Advertising Personalized Website Experience Social Media" } },{ "@type": "Question", "name": "What role does personalization play in ABM?", "acceptedAnswer": { "@type": "Answer", "text": "ABM is all about personalization. The more personalized your content is, the more likely the chances are for conversion. Imagine someone selling you a product designed just for solving your problems. You do not even need convincing if it is the answer to all your pain points. That is the same way in which ABM works." } }] }

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Account Based Analytics

10 Astounding Account-Based Marketing Stats for Marketers

Article | August 3, 2022

Sales and marketing have transformed. Marketers have had to adapt, modify their activities and lean into more collaborative interactions with sales teams in a way they haven’t done before. As events and direct channels are on the minor list of concerns, sales teams have become a principal marketing channel to reach accounts. A quick look at Google trends shows you how Account-Based Marketing (ABM) has revolutionized the world of B2B marketing. It happened by going from non-existent to extremely popular in the last several years and hiked during the pandemic. With today’s buyer journey becoming progressively digital, B2B organizations are interested in ABM to deliver exceedingly personalized and focussed marketing campaigns. The secret behind the burgeoning popularity of Account-Based Marketing (ABM) is how confident and versed marketers feel now while using it. While ABM persists as the hot MarTech topic since 2019, its influence grew during the pandemic. While it may seem all geek to new users, ABM offers rewarding opportunities for marketers. As per the ABM evangelist, Sangram Vajre of Terminus, “If marketers embrace ABM methods, they will earn desired revenue in their businesses. I want to do everything I can to help make marketers heroes.” As per The B2B Lead, ABM directly inscribed sales and marketing alignment and challenges 50% of the time when sales wasted time against unproductive targeting. ABM Drives Revenue, and Here’s the Proof: If you are putting together an ABM strategy, such numbers would be handy. This blog gathers ten powerful Account-based Marketing stats that every marketer (you) should know as we land in 2021 (the post-pandemic era). So, to show you how beneficial account-based marketing can be, here you go. 10 Account-based Marketing Stats 92% of Marketing Leaders are More Focused at New Selling Process Marketing leaders are now selling with vision to the executive level than what they did some years ago. As per a recent ITSMA report titled, “Engaging the C-Suite: 2019 Sales and Executive Engagement Survey Report”, 92% of marketing leaders mentioned that selling at the executive level is more critical to their sales strategy. In today’s time, marketers are relying on ABM capabilities to capitalize on new market prospects. In addition, B2B businesses are designing and deepening their relationships around ABM to engage C-level executives more effectively. 90% Role of Marketers in ABM Today is Strategic The role of marketers doing ABM is more strategic on particular programs. As per Alterra Group’s report, marketers need to demonstrate deep account and industry-specific expertise to create seamless ABM campaigns. To create account-relevant marketing messages, companies are bestowing more resources and snowballing the expenditure on ABM. Such expenditure is predicted to exceed that on other marketing technologies rapidly. A Sturdy ICP has a 68% Higher Account... Organizations with a strong ICP have 68% higher account marketing win rates. Modern marketing teams are now being measured on pipeline and revenue, not leads. This way, they are staying more focused on productive revenue growth at every stage of the funnel. A Total Economic Impact report by Forrester found that prospects see an average 313% ROI by bringing go-to-market teams practicing account-based marketing tactics together to make marketing efforts efficacious. 69% of Top-Performing Account-Based Organizations have Dedicated Leaders 69% of top-performing account-based organizations now have a dedicated account-based leader. The Account-based marketing stats reflect that 70% of marketers who started their account-based initiatives in the past six months have dedicated leaders who are entirely dedicated to the market, having particular and focused accounts instead of a sea of buyers. 60% of Users Reported an Increase in Revenue When ABM picked its pace in at least a year, 60% of its users reported a revenue surge of at least 10% & 19%, termed an impact of 30% or greater. In companies with a stout ROI from ABM, 75% measure pipeline generated and revenue, 67.5% measure meetings and target account pipeline are set, and 63% measure marketing qualified leads are gained. As a result of this, approximately 70% of B2B marketers will pilot or launch full-sized account-based software and programs to target and engross groups of buyers in selected accounts. 62% of Marketers are Being Optimistic They can easily measure the positive impact of account-based marketing tactics since adopting ABM. This has been the most efficient benefit of ABM observed up until now. Forrester envisages that by 2025, the term "ABM" will evaporate as account-centric becomes the distinct way for B2B organizations to identify, plan, manage, and measure buying and post-sale motions for prospects. 80% ABM Budgets are Intensifying After B2B companies saw the success of early programs, budgets devoted to ABM amplified by 40% year over year, from 20% in 2019 to 28% in 2020. This surge in investment reflects a confident attitude in return on ABM initiatives. 42% B2B Companies Favor Keeping Accounts in ABM Strategy between 50 and 500 As per the Demand Gen Report, 18% of B2B companies try to keep their accounts list under 50, 19% target a broad set of accounts, ranging between 1,000 and 5,000. For a focused ABM approach, the report found that 42% of B2B companies try to keep their account list between 101 to 500. However, as this quantity varies depending on the size and scope of individual company deal sizes, these results will vary based on industry and product. Companies Executing ABM Amplified ACV by 171% B2B companies that have implemented ABM perceived a 171% rise in their Annual Contract Value (ACV) more significant than the pre-ABM ACV. In addition, ABM offers a boost to the pipeline rate, thus, enabling marketers to target prospects belonging to new revenue goals. 75% of B2B Buyers and 84% of C-level Executives Use Social Media B2B buyers and C-level executives progressively rely on social media to harvest more information about products and services before making purchase-based decisions. 80% of buyers who had not yet used social media to research purchases are willing to use the right platforms. As online mediums have become a progressive information preference of buyers, companies create profitable account-based campaigns to ignite the initiative. A recent Social Buying Study from International Data Corporation (IDC) concludes that B2B buyers are the most active in using social media to support the buying process by having 84% superior budgets that made 61% more purchase decisions. This significantly influenced a greater span of purchase decisions than those buyers who did not use social media for their purchase process. A Note About the Account-based Marketing Stats and COVID-19 April 2020, was just when all businesses were beginning to feel the effects of the pandemic. As a result, the COVID-19 impact has altered several perspectives, including budget, headcount, and prioritization. Yet, ABM programs have shown results with significant improvements in pipeline growth. “If economic obscurity continues, these programs should persist as a core element of the Marketing strategy.” – Todd Berkowitz, Practice Vice President, Gartner While COVID-19 is changing B2B organizations’ ability to stimulate sustained growth, it’s hoped that an account-based approach will significantly benefit your organization in the following ways: Focus on your limited resources (budget, time, and personnel) on those companies to do business. Target the accounts you already know. This will enable you to spend less money on demand-gen campaigns to generate new names. Make the most of your team’s efficiency by scoring sales and marketing campaigns that work together to create the best buyer experience. Frequently Asked Questions How are account-based marketing stats measured? Marketers use close rates when required to measure ABM efforts. Typically, the stats are gainedby measuring the reachability of target accounts or specific contacts at those accounts. This gives you a percentage or a conversion rate by account, which further estimates how successful ABM efforts have been to date. What are good ABM metrics? The good ABM metrics are: Marketing-qualified accounts Real engagement of account Velocity of Pipeline Average selling price Customer engagement rate Why should we measure account-based marketing stats? It is because ABM delivers ROI. For example, when there is a greater emphasis on defining Ideal Customer Profile (ICP), a properly structured approach to selecting account and value is aligned with what a prospect’s business needs. This results in gaining higher win rates. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How are account-based marketing stats measured?", "acceptedAnswer": { "@type": "Answer", "text": "Marketers use close rates when required to measure ABM efforts. Typically, the stats are gained by measuring the reachability of target accounts or specific contacts at those accounts. This gives you a percentage or a conversion rate by account, which further estimates how successful ABM efforts have been to date." } },{ "@type": "Question", "name": "What are good ABM metrics?", "acceptedAnswer": { "@type": "Answer", "text": "The good ABM metrics are: Marketing-qualified accounts Real engagement of account Velocity of Pipeline Average selling price Customer engagement rate" } },{ "@type": "Question", "name": "Why should we measure account-based marketing stats?", "acceptedAnswer": { "@type": "Answer", "text": "It is because ABM delivers ROI. For example, when there is a greater emphasis on defining Ideal Customer Profile (ICP), a properly structured approach to selecting account and value is aligned with what a prospect’s business needs. This results in gaining higher win rates." } }] }

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Buyer Intent Data

13 Best Buyer Intent Data Tools for B2B Marketers

Article | October 7, 2022

If you are a seasoned marketer, you must be aware of how hard it is to find highly qualified leads. Wouldn’t it be convenient to have an intent data strategy that helps you identify companies that are looking for a product or service you offer by tracking their internet activity? If you are an IT service provider, some businesses must be looking to rope in a company like yours to help with their IT needs. If you find these businesses in time, you could clinch a deal with them. Your sales and marketing teams will be able to work efficiently, your company will get more conversions, and your revenue will grow. This is what buyer intent data tools do. What is Buyer Intent Data? In the B2B domain, knowing what your target accounts want and need plays a big part in creating and executing ABM marketing. B2B buyer intent data indicates companies that are actively a part of your buying cycle. It allows marketers to understand what buyers are interested in, what kind of solutions they are looking for, what content appeals to them, and which topics they are stuck on. This data can be acquired from buyer intent data tools that measure buyer intent signals. They are generally a part of account-based marketing software. Some of the buyer intent signals measured by buyer intent data tools are: Subscription behavior Clicks on social media ads Website visits Length of time spent on the website People from the same company visiting your website What the numbers say: According to a SiriusDecisions study, a B2B prospect is already 67 percent into the purchasing journey. 73 percent of B2B marketers use buyer intent data in their email marketing. 62 percent of B2B marketers agree that B2B intent data improves their nurturing and personalization workflows. It is no wonder that buyer intent data tools have created a buzz in the world of B2B marketing. Platforms that provide account-based marketing services have solutions that offer intent data for lead generation and intent-based marketing. Types of Buyer Intent Data There are two broad types of buyer intent data: internal buyer intent data and external buyer intent data. These can be used in any intent data strategy. Internal Buyer Intent Data This type of data is called first-party data, and it is gathered from your website, automation systems, or from within the account-based marketing software that you use. It is further classified into data you submit manually and data that your CRM perceptively creates. Some examples of this data are: website visits, time on page, lead information submitted, job title, downloads of the bottom of the funnel content like case studies, and viewing bottom-of-the-funnel pages like product comparison pages. External Buyer Intent Data B2B processes and sales cycles are often complex. Tracking customers on your website may not be enough. You need to widen your net and go above and beyond your website tracking software. You need to take a look at the off-site behavior of your customers by using buyer intent data tools. This will help you understand what prospective buyers are searching for on the web and not just on your website. Could it be that they are checking some review sites, or your competitor’s website, or possibly finding answers to their queries somewhere else but not on your website? Understanding this B2B intent data will help you expand your sales funnel accordingly. You cannot control buyer behavior, but you can definitely decide strategically how you will respond to the buyer intent data. Leveraging Buyer Intent Data in ABM Marketing An effective account-based marketing strategy is a data-driven marketing strategy that targets key accounts with buyer intent. This laser-focused approach to targeting makes it more successful as compared to other marketing strategies. Here is how buyer intent data can help you enhance your account-based marketing strategy: Enhances Demand Generation Buyer intent data enriches the demand generation process by assisting marketing teams in identifying and planning campaigns for prospective accounts. Email marketing and personalized ads can speed up outreach and conversion. Optimizes Content Strategies It improves content marketing strategies through insights into prospect behavior. It becomes easier to tailor a content strategy to target a prospect once you know what your prospect thinks about a solution or product you offer. Improves Lead Generation Your prospect’s online behavioral data can drive your lead generation strategy. You can target specific accounts based on their intent. Your cost-per-head (CPL) will go down significantly once you generate more interest in your sales pipeline. Strengthens ABM Partnerships ABM implementation also involves channel marketing solutions that are complex. Intent data can make the process manageable and bring clarity to the intentions and objectives of the marketing strategy. You can easily prioritize your ABM partners’ leads for higher revenue. It guarantees the success of your ABM group channel program. Reduces the Churn Rate You can reduce the churn rate by monitoring the research activity of your target accounts. You can easily identify the likelihood of churn. To tackle this problem, you can create personalized offerings for prospects who are checking out your competitor’s offerings. Helps You Tweak Your Solutions With the help of buyer intent data, you can understand your prospects’ pain points better. Tweak your solutions, design products or services based on the trends you see or the patterns you notice in your target audience’s behavior. 13 Best Buyer Intent Data Tools for B2B Marketers Here are thirteen game-changing buyer intent tools for B2B marketers that can help you with your intent-based marketing plan: 1. Terminus Terminus was named a ‘Leader’ in the 2020 New Wave of ABM platforms and has more than 1,000 customers trusting its account-based marketing strategies. Its account-based marketing tools help marketers analyze how their marketing strategies fare in terms of sales. Its deep B2B account database has over 70 million businesses. Its tools can sync easily with CRM and MAP data and deliver immediately marketable segments. 2. Bombora Bombora provides risk-free intent data that is not only comprehensive, but also privacy-compliant. It can be integrated with multiple platforms across sales, martech, and B2B advertising. Its data comes from fully consented B2B publishers. The Bombora Data Co-op captures the buying signals of nearly 3.3 million unique domains through 20.1 billion interactions a month, across more than 4000 sites. 3. ZoomInfo ZoomInfo has an impressive and comprehensive business database that can help you run B2B intent-based marketing campaigns. Its solutions bring together your sales and marketing teams. Its buyer intent data tools have features like lead scoring, sales prospecting, territory planning, and targeted outreach. 4. Demandbase Demandbase’s platform, Demandbase One, is a great go-to-market solution. Its buyer intent data tools use data built around data privacy and security best practices. It has cloud solutions for advertising, account-based experience, sales intelligence, and data. With this single platform, you can orchestrate and automate your buyer journeys easily. 5. Slintel Slintel, a 6sense company, analyzes buying behavior, patterns, sales intelligence, and digital footprints of your key accounts. It has a database of more than 15 million organizations. It helps marketers understand buyer behavior and pain points using buyer journeys and keyword insights. It evaluates over 100 billion data points to identify 3% of prospects with high buyer intent. 6. Leadfeeder Leadfeeder features a variety of filters, both basic and customizable, that allow users to segment companies based on company demographics, location, behavior, location, and more. In addition, it integrates tools like Zapier, CRMs, and other email marketing tools which help provide insights on accounts. It has a responsive support team and is easy to use. 7. KickFire KickFire provides first-party intent data by identifying anonymous website visitors through visitors’ IP addresses. This crucial data can be used by sales and marketing teams to create personalized content and increase sales outreach. There are different tool versions like LIVE Leads and KickFire for Google. 8. DemandJump DemandJump provides insights into the customer journey and helps analyze your competitors. You can get information on what your prospects are doing, like which websites they are visiting and what things they are searching for. You can also find out what your competition ranks for, what kind of content they publish, and what kind of ads they use to attract traffic. 9. TechTarget Priority Engine Priority Engine gives real-time access to leads that are ranked based on their engagement level and their purchase intent. You can use this information to enhance your ABM strategy, sales outreach, and lead generation. This tool also shows the topics which interest prospects, the kind of technology the prospects use and also provides contact information for leads whenever it is available. 10. Lead Forensics With the help of Lead Forensics, you can engage with your prospects and customers swiftly. By using the valuable data that this tool provides, you can start useful conversations with the visitors to your website. You can also identify visitors, location, demographic information, and how much time they spend on your website. 11. Pure B2B Pure B2B is a web-based demand generation tool designed to supplement businesses with their B2B content syndication. It helps in displaying ads, developing outbound leads with the help of predictive analytics and multi-source intent data. If you want to generate high-quality leads, you should consider using this tool. 12. Triblio Tribilo allows you to combine account-based ads, web personalization, and sales activation through a single platform. You can easily engage with your customers, grow their awareness, and get in touch with your target accounts. 13. HappierLeads Easily reach out to companies that show buyer intent but are not converting into customers with the help of HappierLeads. This tool accurately tracks website visitors and allows you to identify anonymous website visitors, connect with decision markets, and segment traffic. By using account-based marketing services that offer the best buyer intent data tools, you can enhance your account-based marketing strategy. These intent data providers will highlight you in front of the buyers when they are in their decision-making process. Not only will it give you an upper hand in account-based marketing, but it will also help you proactively intercept prospects without having to wait for them to land on your website. How Daniel Englesbretson, Founder of Khronos, leveraged Terminus to run successful ABM campaigns for clients “What I have found is that, especially leveraging technology like Terminus, the data you get from the start speeds you up substantially, and gives you a lot more perspective that you couldn’t have had or wouldn’t have had before.” – Daniel Englesbretson. ABM has become a mindset for Daniel. Read his full interview with Media 7 where he talks about the impact of AI on the ABM landscape. Terminus’ account-based marketing software has shown tremendous results because it has one of the best buyer intent data tools in the market. Companies saw a 30 percent increase in opportunity size for the enterprise segment and a 2X increase in the probability of an account moving to opportunity. Summing It Up B2B buyer intent data tools can be a great addition to your arsenal of account-based marketing solutions. They can help you with swifter lead generation, boost your sales and save costs on pursuing qualified leads. Roping in a good-intent data provider will enhance your account-based marketing strategy. FAQ What information does buyer intent data reveal when a qualified lead comes to your website? Buyer intent data reveals qualified leads’ areas of interest, referral sites, and pages visited. This data can be used to personalize outreach and contact prospects. How can you leverage buyer intent data to achieve higher close rates? You can use intent data for lead generation. You can appeal to a lead throughout the awareness, consideration, and decision-making phases. Buyer intent data positions you in front of the prospects early on in the buyer’s journey, and that is how you get higher close rates. What are some examples of internal buyer intent data? Website visits, lead information submitted, time on page, job title, downloads of bottom-of-the-content, and viewing bottom-of-the-funnel pages are some examples of internal buyer intent data.

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Account Based Data

The 5 Things to Know About Account-Based Marketing

Article | September 30, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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We’re Pivot Design—an agency of passionate people doing stellar work. For more than two decades we’ve been creating award-winning branding and marketing that connects with people and delivers results...

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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.

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Account Based Data

DemandScience’s End-to-End B2B Demand Generation Products Earn 50 Awards in Winter 2024 G2 Reports

GlobeNewswire | January 10, 2024

DemandScience, a leading B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned 50 awards in G2’s Winter 2024 reports. This is the second consecutive quarter DemandScience has won 50 or more G2 awards. Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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ABM Accounts

NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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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.

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Account Based Data

DemandScience’s End-to-End B2B Demand Generation Products Earn 50 Awards in Winter 2024 G2 Reports

GlobeNewswire | January 10, 2024

DemandScience, a leading B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned 50 awards in G2’s Winter 2024 reports. This is the second consecutive quarter DemandScience has won 50 or more G2 awards. Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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ABM Accounts

NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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Events