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8 Inbound Marketing Strategies Every Credit Union or Bank Should Test at Least Once

At the heart of any inbound marketing strategy is the idea that marketing is most effective when you work to help prospects navigate their problem or solution, reduce friction throughout, and ultimately win the sale because you helped educate them. With today’s customers more digital and more in control than ever, inbound marketing strategies are essential to effectively reach and retain customers. When it comes to marketing for credit unions or banks, this is especially true. It’s no longer just about finding the best interest rates, but it’s also about going with the most trusted institution. Considering the fact that 47 percent of customers do their banking online (Qualitrics), these inbound marketing strategies are worth testing.

Spotlight

Martin Williams Advertising

We are believers in the power of curious. We are hardwired to question the way it’s always been done. Because not pushing forward leaves brands behind. More than ever, they need more than traditional thinking. They need new ways to solve business challenges. And exploit opportunities in real time. Like later this afternoon, if the need calls.

OTHER ARTICLES
Buyer Intent Data

Finding the Right Balance Between ABM & Demand Generation

Article | August 23, 2022

When it comes to ABM vs. demand generation, most businesses struggle to find the right balance. Swinging too far one way or the other can completely derail your performance — and your organization's trust. Here are some things you can do to get the best of both ABM and demand generation: Check If You Are Too Heavy on Demand If you are someone who focuses more on demand, then you should: Gather insights from data, intelligence, and signals to develop a strong ICP. A strong ICP will help you target the individuals that make up the buying committee. Keep your TAL (target account list) short and base it on buying intent. Build an ABM program that encompasses teams, channels, and activities to gauge output and refine the use case. Engage the double funnel to understand where you should draw the line between ABM and demand generation. Are You Too Focused on ABM? For the account-based marketer in you, it must be very hard to think beyond your target accounts. To balance this out, you should: Get more information on the channels and tactics that your buyers respond to. Draft messaging that creates urgency around your target account’s pain points. Test your content on a large audience to see which gets the most engagement. Use these insights to find the right balance between your demand generation strategy and ABM. Beat the Odds When Implementing Strategies Issues like no alignment between your sales and marketing teams and a superior insisting on implementing 100% ABM may arise. To address such issues, you should: Expertly measure your data so all your responses are data-driven. Chase directional improvements instead of trying to perfect your strategies right away. Define a single metric for success, so your teams work towards achieving the same goal. Keep your efforts balanced when implementing demand gen and ABM strategies. Conclusion If you do not strike a delicate balance between your ABM and your demand generation plan, your SDR teams will get overwhelmed and may not reach the level of efficiency you desire. Remember, your demand generation program should supplement your ABM efforts and not drive them.

Read More
Programmatic ABM

Why Should Tech and Demand Gen Only Support ABM, Not Drive It?

Article | June 9, 2022

Targeted advertising has become the norm on popular ABM platforms. As a result, many marketers have forgotten ABM's principles. Leadership, marketing, revenue, sales enablement, customer success, and product teams should work together to hit ABM numbers instead of completely relying on platforms and demand generation strategies. Here are three reasons why ABM platforms and demand generation campaigns shouldn’t drive your ABM strategy: GTM Teams Cannot Advance Companies focusing on targeted demand gen through technology make their ABM strategy campaign-based instead of focusing on the interactions the sales and marketing teams need to have with target accounts to deliver revenue growth. They struggle with winning multi-year contracts. Ideally, the teams should focus on filling the gaps left by competitors with different content and messaging in order to turn accounts into sales. Buying Journey Support is Limited ABM is about getting key accounts to generate revenue. When teams rely on technology to put out content and messaging for target accounts but don’t change their sales motions, processes, and conversations, their win rates drop. They should change their prospects’ experiences at every stage of the buying journey to deliver an optimal customer experience. Sales Cycles Continue to be Lengthy An ABM strategy should be used to influence both selling conversations and internal conversations that the sales teams are not privy to. Creating demand and building a pipeline through ABM platforms won’t bring revenue growth if there is no follow-through to convert accounts. Teams should engage in account-based enablement and come up with a plan to engage accounts that go dark or get stuck in the buyer journey. Use Technology and Demand Generation in Moderation Remember that ABM platforms and demand gen strategies can enhance your ABM efforts, but they shouldn’t be the driving force behind your ABM strategy. Marketers need to start using ABM to fix the revenue issues in their organizations instead of treating it like a targeted demand-generation function.

Read More
Account Based Analytics

9 Account-based Marketing Benefits Explained

Article | August 3, 2022

Account-based marketing has been around since the early 2000s, but only recently have businesses started to implement it widely in their marketing strategies. By focusing on ideal customer profiles (ICP), businesses shortlist key accounts and target them with customized content campaigns to convert them from marketing-qualified leads to buyers. An account-based marketing strategy uses sales and marketing orchestration to transform the way key accounts are approached. ABM marketing contributed to a 70 percent increase in the number of opportunities created. (Source: Gartner) Nash Haywood, Global Director-Digital Conversion & Paid Media, Genesys, talked about ABM’s impact on how sales and marketing teams function. “We wanted to have more control of the entire (marketing and sales) process, and an ABM approach allowed us to do that.” B2B account-based marketing drives valuable engagement and leads to higher ROI as compared to other marketing strategies. Benefits of Account-based Marketing Account-based marketing benefits range from increased marketing efficiency and higher ROI to higher engagement and retention. Let us take a look at them in detail: ABM Enhances Your Marketing Efforts ABM marketing is data-driven. Account-based management becomes easy with crucial data like role, industry, and buyer journey stage. Based on this data, appealing personalized content campaigns are created to target key accounts. These campaigns optimize your marketing efforts. They also give insights on which channels and messages appeal to your targeted key accounts so that you can refine your account-based marketing strategy. According to Emarketer, 46 percent of marketers are benefitting from real-time optimization to accelerate their pipeline revenue. Sales and Marketing Teams Synchronize An account-based marketing campaign aligns the goals of the sales and marketing teams. It also brings other important stakeholders, like the IT team and the executive team, together to create an effective strategy for achieving goals. Sales and marketing orchestration can lead to a massive increase in marketing revenue (up to 208 percent as stated by MarketingProfs). ABM Improves Marketing Efficiency Account-based marketing automation technology helps streamline marketing processes and scale ABM implementation across different marketing campaigns. Activities like ad targeting, modelling, upselling media buying, and executing lead nurturing campaigns can be done efficiently using account-based marketing software. You can cease marketing to accounts that do not respond to your campaigns and focus on the ones that do. This can help you save your money and allocate your time and resources better. You Retain Customers Better ABM uses hyper-personalized content to pursue higher customer engagement and retention. By showing key accounts the content they want to see, brand awareness and trust are increased. An account-based marketing campaign, especially one created to engage target accounts, contributes to an enhanced customer experience that makes B2B marketing significantly impactful. It translates to long-term associations and bigger deal sizes. You Close Deals Faster You can move key accounts through the sales funnel swiftly and close deals faster by identifying decision-makers of your key accounts. B2B account-based marketing saves time and resources, which can be used to generate new leads. That is why this is one of the most important account-based marketing benefits. ABM Improves Deal Sizes Account-based B2B marketing targets only key accounts with buyer intent. It is about quality more than quantity, and this makes a whole lot of difference in how you approach accounts and strike deals. A shorter sales cycle through account-based marketing means landing a big account that signs away more money than many small accounts would. You Get a Higher ROI According to a report by ITSMA, 87 percent of marketers stated that ABM delivered a higher ROI as compared to other marketing strategies. Since account-based marketing is a data-driven strategy that uses personalized content to target accounts, this approach is easier and more cost-effective as it saves time and resources because of its precision. ABM Performance Is Measurable Account-based reporting is a key account-based marketing benefit. Using metrics like engagement, brand awareness, target account reach, retention, ROI, and influence helps you understand how well your ABM strategy is working. You can optimize your strategy to make it perform better. ABM Makes You the Expert While implementing account-based B2B marketing, you gain deep insights into the conversion behaviours, preferences, challenges, and needs of your target accounts. This knowledge makes you an expert in offering solutions that your target accounts crave. It also helps with new service or product design ideas that can cater to customers in a more personal way. Creating an ABM Strategy That Works To create an account-based marketing program that works, follow these steps: 1. Define the key accounts you want to target. 2. Identify the decision-makers for these accounts. 3. Create hyper-personalized content for them. 4. Zero in on appropriate channels to get maximum impact. 5. Create impressive content campaigns to increase engagement. 6. Measure the success of your campaigns using the correct metrics. Account-based Marketing Services to Scale Your ABM Strategy To adopt ABM at scale for exponential business growth, you need to evaluate your target accounts and then expand your ABM strategy from a small scale to a full-blown ABM. Your expansion can also be across new segments or businesses based on industry or company size. Artificial intelligence and marketing automation make it easier to implement ABM at scale. Account-based marketing services offered by companies that specialize in ABM and marketing like Marketo, Terminus, Demandbase, Optimizely, and Oracle make it easier to implement an ABM strategy at scale. These companies offer services to attract and convert prospects, scale up your marketing, and grow customer relationships through up-selling and cross-selling. Account-based marketing automation, email marketing, lead management, account-based management, social marketing, digital advertising, mobile marketing, multi-channel marketing, account-based reporting using ABM metrics and optimization along with account-based marketing software can help you scale your ABM strategy without breaking a sweat. How SAP Created New Pipeline Opportunities Using ABM SAP launched an account-based marketing program to target the company's top 10% of key accounts. These accounts were responsible for a third of their revenue in America. Through their ABM program, they offered specialized marketing plans for these accounts. SAP gained new pipeline opportunities and moved $57 million down the pipeline because of the benefits of account-based marketing. Summing It Up The time to implement ABM in your marketing strategy is now. Adopting it into your marketing strategy can help scale your business and achieve your business goals. FAQ What are the benefits of account-based marketing? Some noteworthy account-based marketing benefits are: higher ROI, sales and marketing alignment, customer retention, and a shorter sales cycle. Which metrics measure ABM performance? Metrics like engagement, ROI, customer churn rate, content engagement, conversion rate, and average deal size are used to measure the performance of an ABM program. Why is ABM more efficient compared to other marketing strategies? ABM targets accounts with buyer intent, helps with better resource allocation and is cost effective. These factors contribute to a higher ROI and bring great results.

Read More
Core ABM

The Top Five Trends in Account-based Marketing

Article | January 11, 2022

Over the last couple years, there has been a paradigm shift in the way customers engage with brands. The effect of this shift has also trickled down to the B2B domain. The marketing strategies that drove sales and revenue pre-COVID no longer work. In response, brands are focusing on revolutionizing their marketing strategies by implementing ABM to optimize their processes and drive a higher ROI. Today, 67% of brands leverage account-based marketing. Account-based marketing (ABM) is the answer to B2B marketers’ struggles as they navigate through the volatile business situation that the pandemic has created. It uses content personalization, focused targeting of high-value accounts, and aligns the marketing strategy with business goals. Through multiple platforms, brand awareness, and optimized processes, ABM gives a higher ROI than any other marketing strategy. In an interview with Media 7, Mark Emond, Founder and President of Demand Spring, talked about B2B marketing strategies, content, and technology stacks. “In today’s long B2B buying journey, buyers are in control and they are interacting across multiple channels. The key is to use data and technology to serve up highly targeted content across channels, tuned to the stage of the buyer’s journey a prospect is in, and what their behavior shows they are most apt to engage in.” The following five emerging trends in account-based marketing have defined ABM in 2021 and may influence the way it evolves in 2022: Data Integration Manually researching target account data requires resources and time. To overcome this challenge, businesses use integrated marketing automation and CRM to collect firmographic data (company size and location), technographic data (target company’s technological choices), behavioral and intent data, predictive analytics, and more to optimize their ABM campaigns. Marketing automation and CRM keep track of this integration so that brands can segment their prospects effectively. With the help of this integration, they can also find accounts similar to their target accounts. Breaking down internal info silos for cross-departmental collaboration promotes using the valuable customer intelligence that departments have. For example, the product management department can share the customization preferences of the clients they work with. This information can help marketers offer clients just what they want. Data integration helps steer ABM campaigns in the right direction. New Tools A wide array of tools to simplify and optimize account-based marketing are available on the market. These tools are used for CRM and marketing automation, intent monitoring, campaign execution, orchestration, measuring and reporting the performance of the ABM campaign, and content syndication. These tools are a part of the martech stack that brands use to find key accounts closest to their ideal customer profile (ICP). They facilitate better resource allocation so that personnel can spend more time on personalized interactions with the target accounts. B2B businesses prefer using marketing automation platforms that they can customize to fit their needs, like sending email marketing (behavior based email), CRM and sales automation, campaign tracking, account-based digital marketing, and analyzing the performance of their ABM campaign, instead of creating a martech stack from scratch. They choose software that can have numerous integrations, products, and services to better adapt to changing circumstances. Omnichannel Presence Omnichannel presence is one of the most influential emerging trends in account-based marketing. Brands need to be present and relevant in the lives of their customers. They do this by using different channels for communication and engagement so that their relationship is deep and meaningful, focusing on understanding their problems and offering effective solutions. A 2019 study by Gartner found that B2B buyers only spent 17% of their time meeting with potential suppliers. In the current pandemic situation, in-person events and meetings are replaced by AI-powered chat bots, behavior-based emails, personalized website content, and account-based digital advertising so that customers receive a steady flow of information from businesses across different channels. Marketing automation streamlines this omnichannel communication in ABM. However, it can also complicate things for buyers because of the barrage of information they receive. The Gartner study found that 77% of B2B customers found their purchase journey difficult. Striking a careful balance is necessary while integrating new channels into your strategy. Customized Content According to a 2020 ABM Benchmark Survey Report, 42% of respondents are personalising their content to increase account engagement and build long-term relationships. Businesses are creating tailored content for specific industries, roles, titles, challenges, and needs. Their content strategy is based on mapping content to suit a specific buyer persona. They engage the buyer at every stage. As one of the most important emerging trends in account-based marketing, customized content is making a huge difference in lead generation, conversion, and retargeting accounts. The latest tools allow B2B marketers to personalize content based on target accounts’ interests and preferences. Selecting an appropriate content format, topics of interest, and the response to the use of respected industry influencers are mapped to create hyper-personalized content to better connect with prospects, especially decision-makers. Using marketing automation can modernize this process and deliver extraordinary results in terms of conversions and lead nurturing. Account Metrics Assessing the performance of an ABM campaign is of paramount importance if marketers want to meet their ROI expectations. To keep up with the emerging trends in marketing and analyze campaign performance, B2B marketers are focusing on account-centric metrics. Generated revenue and the number of accounts gained and retained are mapped using metric tools. Marketers also focus on KPIs like win rate, pipeline velocity, pipeline contribution, and account engagement score to measure the success of their ABM campaigns. As account-based marketing is evolving, it is crucial to map campaign performance so any weaknesses can be taken care of and the campaign can be optimized for better results. Connecting siloed data sets across the entire content strategy becomes easy because of these ABM-specific metrics. These metrics gather valuable information that impacts purchase decisions as prospects move through the sales and marketing cycle. How Snapchat’s Bitmoji Brings Traffic to Its Discover Page Snapchat’s Bitmoji app was launched in 2016 so that users could create their own personalized cartoon avatars. Every user’s Bitmoji appears on the Discover page, where advertisements and brand content are also displayed. This way, traffic comes to the Discover page for Bitmoji but ends up being exposed to brand content and advertisements. This is a great illustration of how personalized content can drive traffic. Conclusion B2B marketers are keeping up with the changing and emerging trends in account-based marketing to get the most out of their campaigns. In 2022, ABM is expected to flourish and optimize the demand generation and conversion process. FAQ What is the future of ABM? ABM is expected to become robust with the use of technology like marketing automation to enhance the customer experience. Why should businesses use account-based marketing? Account-based marketing motivates marketing and sales teams to work together, identify target accounts, craft campaigns, and align individual accounts through the pipeline.

Read More
Buyer Intent Data

Transform Your Business into a Sales Machine with Buyer Intent Data

Article | August 23, 2022

When it comes to ABM vs. demand generation, most businesses struggle to find the right balance. Swinging too far one way or the other can completely derail your performance — and your organization's trust. Here are some things you can do to get the best of both ABM and demand generation: Check If You Are Too Heavy on Demand If you are someone who focuses more on demand, then you should: Gather insights from data, intelligence, and signals to develop a strong ICP. A strong ICP will help you target the individuals that make up the buying committee. Keep your TAL (target account list) short and base it on buying intent. Build an ABM program that encompasses teams, channels, and activities to gauge output and refine the use case. Engage the double funnel to understand where you should draw the line between ABM and demand generation. Are You Too Focused on ABM? For the account-based marketer in you, it must be very hard to think beyond your target accounts. To balance this out, you should: Get more information on the channels and tactics that your buyers respond to. Draft messaging that creates urgency around your target account’s pain points. Test your content on a large audience to see which gets the most engagement. Use these insights to find the right balance between your demand generation strategy and ABM. Beat the Odds When Implementing Strategies Issues like no alignment between your sales and marketing teams and a superior insisting on implementing 100% ABM may arise. To address such issues, you should: Expertly measure your data so all your responses are data-driven. Chase directional improvements instead of trying to perfect your strategies right away. Define a single metric for success, so your teams work towards achieving the same goal. Keep your efforts balanced when implementing demand gen and ABM strategies. Conclusion If you do not strike a delicate balance between your ABM and your demand generation plan, your SDR teams will get overwhelmed and may not reach the level of efficiency you desire. Remember, your demand generation program should supplement your ABM efforts and not drive them.

Read More
Programmatic ABM

A short history of Pride Month

Article | June 9, 2022

Targeted advertising has become the norm on popular ABM platforms. As a result, many marketers have forgotten ABM's principles. Leadership, marketing, revenue, sales enablement, customer success, and product teams should work together to hit ABM numbers instead of completely relying on platforms and demand generation strategies. Here are three reasons why ABM platforms and demand generation campaigns shouldn’t drive your ABM strategy: GTM Teams Cannot Advance Companies focusing on targeted demand gen through technology make their ABM strategy campaign-based instead of focusing on the interactions the sales and marketing teams need to have with target accounts to deliver revenue growth. They struggle with winning multi-year contracts. Ideally, the teams should focus on filling the gaps left by competitors with different content and messaging in order to turn accounts into sales. Buying Journey Support is Limited ABM is about getting key accounts to generate revenue. When teams rely on technology to put out content and messaging for target accounts but don’t change their sales motions, processes, and conversations, their win rates drop. They should change their prospects’ experiences at every stage of the buying journey to deliver an optimal customer experience. Sales Cycles Continue to be Lengthy An ABM strategy should be used to influence both selling conversations and internal conversations that the sales teams are not privy to. Creating demand and building a pipeline through ABM platforms won’t bring revenue growth if there is no follow-through to convert accounts. Teams should engage in account-based enablement and come up with a plan to engage accounts that go dark or get stuck in the buyer journey. Use Technology and Demand Generation in Moderation Remember that ABM platforms and demand gen strategies can enhance your ABM efforts, but they shouldn’t be the driving force behind your ABM strategy. Marketers need to start using ABM to fix the revenue issues in their organizations instead of treating it like a targeted demand-generation function.

Read More
Account Based Analytics

Lost in translation: The problem with inconsistent language in marketing

Article | August 3, 2022

Account-based marketing has been around since the early 2000s, but only recently have businesses started to implement it widely in their marketing strategies. By focusing on ideal customer profiles (ICP), businesses shortlist key accounts and target them with customized content campaigns to convert them from marketing-qualified leads to buyers. An account-based marketing strategy uses sales and marketing orchestration to transform the way key accounts are approached. ABM marketing contributed to a 70 percent increase in the number of opportunities created. (Source: Gartner) Nash Haywood, Global Director-Digital Conversion & Paid Media, Genesys, talked about ABM’s impact on how sales and marketing teams function. “We wanted to have more control of the entire (marketing and sales) process, and an ABM approach allowed us to do that.” B2B account-based marketing drives valuable engagement and leads to higher ROI as compared to other marketing strategies. Benefits of Account-based Marketing Account-based marketing benefits range from increased marketing efficiency and higher ROI to higher engagement and retention. Let us take a look at them in detail: ABM Enhances Your Marketing Efforts ABM marketing is data-driven. Account-based management becomes easy with crucial data like role, industry, and buyer journey stage. Based on this data, appealing personalized content campaigns are created to target key accounts. These campaigns optimize your marketing efforts. They also give insights on which channels and messages appeal to your targeted key accounts so that you can refine your account-based marketing strategy. According to Emarketer, 46 percent of marketers are benefitting from real-time optimization to accelerate their pipeline revenue. Sales and Marketing Teams Synchronize An account-based marketing campaign aligns the goals of the sales and marketing teams. It also brings other important stakeholders, like the IT team and the executive team, together to create an effective strategy for achieving goals. Sales and marketing orchestration can lead to a massive increase in marketing revenue (up to 208 percent as stated by MarketingProfs). ABM Improves Marketing Efficiency Account-based marketing automation technology helps streamline marketing processes and scale ABM implementation across different marketing campaigns. Activities like ad targeting, modelling, upselling media buying, and executing lead nurturing campaigns can be done efficiently using account-based marketing software. You can cease marketing to accounts that do not respond to your campaigns and focus on the ones that do. This can help you save your money and allocate your time and resources better. You Retain Customers Better ABM uses hyper-personalized content to pursue higher customer engagement and retention. By showing key accounts the content they want to see, brand awareness and trust are increased. An account-based marketing campaign, especially one created to engage target accounts, contributes to an enhanced customer experience that makes B2B marketing significantly impactful. It translates to long-term associations and bigger deal sizes. You Close Deals Faster You can move key accounts through the sales funnel swiftly and close deals faster by identifying decision-makers of your key accounts. B2B account-based marketing saves time and resources, which can be used to generate new leads. That is why this is one of the most important account-based marketing benefits. ABM Improves Deal Sizes Account-based B2B marketing targets only key accounts with buyer intent. It is about quality more than quantity, and this makes a whole lot of difference in how you approach accounts and strike deals. A shorter sales cycle through account-based marketing means landing a big account that signs away more money than many small accounts would. You Get a Higher ROI According to a report by ITSMA, 87 percent of marketers stated that ABM delivered a higher ROI as compared to other marketing strategies. Since account-based marketing is a data-driven strategy that uses personalized content to target accounts, this approach is easier and more cost-effective as it saves time and resources because of its precision. ABM Performance Is Measurable Account-based reporting is a key account-based marketing benefit. Using metrics like engagement, brand awareness, target account reach, retention, ROI, and influence helps you understand how well your ABM strategy is working. You can optimize your strategy to make it perform better. ABM Makes You the Expert While implementing account-based B2B marketing, you gain deep insights into the conversion behaviours, preferences, challenges, and needs of your target accounts. This knowledge makes you an expert in offering solutions that your target accounts crave. It also helps with new service or product design ideas that can cater to customers in a more personal way. Creating an ABM Strategy That Works To create an account-based marketing program that works, follow these steps: 1. Define the key accounts you want to target. 2. Identify the decision-makers for these accounts. 3. Create hyper-personalized content for them. 4. Zero in on appropriate channels to get maximum impact. 5. Create impressive content campaigns to increase engagement. 6. Measure the success of your campaigns using the correct metrics. Account-based Marketing Services to Scale Your ABM Strategy To adopt ABM at scale for exponential business growth, you need to evaluate your target accounts and then expand your ABM strategy from a small scale to a full-blown ABM. Your expansion can also be across new segments or businesses based on industry or company size. Artificial intelligence and marketing automation make it easier to implement ABM at scale. Account-based marketing services offered by companies that specialize in ABM and marketing like Marketo, Terminus, Demandbase, Optimizely, and Oracle make it easier to implement an ABM strategy at scale. These companies offer services to attract and convert prospects, scale up your marketing, and grow customer relationships through up-selling and cross-selling. Account-based marketing automation, email marketing, lead management, account-based management, social marketing, digital advertising, mobile marketing, multi-channel marketing, account-based reporting using ABM metrics and optimization along with account-based marketing software can help you scale your ABM strategy without breaking a sweat. How SAP Created New Pipeline Opportunities Using ABM SAP launched an account-based marketing program to target the company's top 10% of key accounts. These accounts were responsible for a third of their revenue in America. Through their ABM program, they offered specialized marketing plans for these accounts. SAP gained new pipeline opportunities and moved $57 million down the pipeline because of the benefits of account-based marketing. Summing It Up The time to implement ABM in your marketing strategy is now. Adopting it into your marketing strategy can help scale your business and achieve your business goals. FAQ What are the benefits of account-based marketing? Some noteworthy account-based marketing benefits are: higher ROI, sales and marketing alignment, customer retention, and a shorter sales cycle. Which metrics measure ABM performance? Metrics like engagement, ROI, customer churn rate, content engagement, conversion rate, and average deal size are used to measure the performance of an ABM program. Why is ABM more efficient compared to other marketing strategies? ABM targets accounts with buyer intent, helps with better resource allocation and is cost effective. These factors contribute to a higher ROI and bring great results.

Read More
Core ABM

The Top Five Trends in Account-based Marketing

Article | January 11, 2022

Over the last couple years, there has been a paradigm shift in the way customers engage with brands. The effect of this shift has also trickled down to the B2B domain. The marketing strategies that drove sales and revenue pre-COVID no longer work. In response, brands are focusing on revolutionizing their marketing strategies by implementing ABM to optimize their processes and drive a higher ROI. Today, 67% of brands leverage account-based marketing. Account-based marketing (ABM) is the answer to B2B marketers’ struggles as they navigate through the volatile business situation that the pandemic has created. It uses content personalization, focused targeting of high-value accounts, and aligns the marketing strategy with business goals. Through multiple platforms, brand awareness, and optimized processes, ABM gives a higher ROI than any other marketing strategy. In an interview with Media 7, Mark Emond, Founder and President of Demand Spring, talked about B2B marketing strategies, content, and technology stacks. “In today’s long B2B buying journey, buyers are in control and they are interacting across multiple channels. The key is to use data and technology to serve up highly targeted content across channels, tuned to the stage of the buyer’s journey a prospect is in, and what their behavior shows they are most apt to engage in.” The following five emerging trends in account-based marketing have defined ABM in 2021 and may influence the way it evolves in 2022: Data Integration Manually researching target account data requires resources and time. To overcome this challenge, businesses use integrated marketing automation and CRM to collect firmographic data (company size and location), technographic data (target company’s technological choices), behavioral and intent data, predictive analytics, and more to optimize their ABM campaigns. Marketing automation and CRM keep track of this integration so that brands can segment their prospects effectively. With the help of this integration, they can also find accounts similar to their target accounts. Breaking down internal info silos for cross-departmental collaboration promotes using the valuable customer intelligence that departments have. For example, the product management department can share the customization preferences of the clients they work with. This information can help marketers offer clients just what they want. Data integration helps steer ABM campaigns in the right direction. New Tools A wide array of tools to simplify and optimize account-based marketing are available on the market. These tools are used for CRM and marketing automation, intent monitoring, campaign execution, orchestration, measuring and reporting the performance of the ABM campaign, and content syndication. These tools are a part of the martech stack that brands use to find key accounts closest to their ideal customer profile (ICP). They facilitate better resource allocation so that personnel can spend more time on personalized interactions with the target accounts. B2B businesses prefer using marketing automation platforms that they can customize to fit their needs, like sending email marketing (behavior based email), CRM and sales automation, campaign tracking, account-based digital marketing, and analyzing the performance of their ABM campaign, instead of creating a martech stack from scratch. They choose software that can have numerous integrations, products, and services to better adapt to changing circumstances. Omnichannel Presence Omnichannel presence is one of the most influential emerging trends in account-based marketing. Brands need to be present and relevant in the lives of their customers. They do this by using different channels for communication and engagement so that their relationship is deep and meaningful, focusing on understanding their problems and offering effective solutions. A 2019 study by Gartner found that B2B buyers only spent 17% of their time meeting with potential suppliers. In the current pandemic situation, in-person events and meetings are replaced by AI-powered chat bots, behavior-based emails, personalized website content, and account-based digital advertising so that customers receive a steady flow of information from businesses across different channels. Marketing automation streamlines this omnichannel communication in ABM. However, it can also complicate things for buyers because of the barrage of information they receive. The Gartner study found that 77% of B2B customers found their purchase journey difficult. Striking a careful balance is necessary while integrating new channels into your strategy. Customized Content According to a 2020 ABM Benchmark Survey Report, 42% of respondents are personalising their content to increase account engagement and build long-term relationships. Businesses are creating tailored content for specific industries, roles, titles, challenges, and needs. Their content strategy is based on mapping content to suit a specific buyer persona. They engage the buyer at every stage. As one of the most important emerging trends in account-based marketing, customized content is making a huge difference in lead generation, conversion, and retargeting accounts. The latest tools allow B2B marketers to personalize content based on target accounts’ interests and preferences. Selecting an appropriate content format, topics of interest, and the response to the use of respected industry influencers are mapped to create hyper-personalized content to better connect with prospects, especially decision-makers. Using marketing automation can modernize this process and deliver extraordinary results in terms of conversions and lead nurturing. Account Metrics Assessing the performance of an ABM campaign is of paramount importance if marketers want to meet their ROI expectations. To keep up with the emerging trends in marketing and analyze campaign performance, B2B marketers are focusing on account-centric metrics. Generated revenue and the number of accounts gained and retained are mapped using metric tools. Marketers also focus on KPIs like win rate, pipeline velocity, pipeline contribution, and account engagement score to measure the success of their ABM campaigns. As account-based marketing is evolving, it is crucial to map campaign performance so any weaknesses can be taken care of and the campaign can be optimized for better results. Connecting siloed data sets across the entire content strategy becomes easy because of these ABM-specific metrics. These metrics gather valuable information that impacts purchase decisions as prospects move through the sales and marketing cycle. How Snapchat’s Bitmoji Brings Traffic to Its Discover Page Snapchat’s Bitmoji app was launched in 2016 so that users could create their own personalized cartoon avatars. Every user’s Bitmoji appears on the Discover page, where advertisements and brand content are also displayed. This way, traffic comes to the Discover page for Bitmoji but ends up being exposed to brand content and advertisements. This is a great illustration of how personalized content can drive traffic. Conclusion B2B marketers are keeping up with the changing and emerging trends in account-based marketing to get the most out of their campaigns. In 2022, ABM is expected to flourish and optimize the demand generation and conversion process. FAQ What is the future of ABM? ABM is expected to become robust with the use of technology like marketing automation to enhance the customer experience. Why should businesses use account-based marketing? Account-based marketing motivates marketing and sales teams to work together, identify target accounts, craft campaigns, and align individual accounts through the pipeline.

Read More
MORE ARTICLES

Spotlight

Martin Williams Advertising

We are believers in the power of curious. We are hardwired to question the way it’s always been done. Because not pushing forward leaves brands behind. More than ever, they need more than traditional thinking. They need new ways to solve business challenges. And exploit opportunities in real time. Like later this afternoon, if the need calls.

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

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

Read More

Core ABM

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

Demandbase | November 06, 2023

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

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ABM Accounts

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

Business Wire | November 03, 2023

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

Read More

Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

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

Read More

Core ABM

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

Demandbase | November 06, 2023

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

Read More

ABM Accounts

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

Business Wire | November 03, 2023

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

Read More

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