ABM Automation: 4 Steps to Plan and Pace your ABM Efforts

ANUSREE BHATTACHARYA | July 19, 2021 | 17 views

Account-based marketing is the ultimate personalization tool.

Instead of incurring unnecessary marketing expenses, an account-centric strategy segregates vital business accounts and markets directly. This means, by appealing to specific market leaders, who can benefit from what your company has to offer, you can make marketing efforts more tailored and effective.

ABM strategy is not new by any means. Still, it has gained widespread recognition over the past few years as it's evolved along with the progression of technology. An entirely tech-based, the marketing automation solutions have made account-based marketing more measurable and affordable for all-sized businesses. Thus, ABM automation gained pace.

Research from Marketo suggests that account-based marketing delivers a better return on investment than other various strategies for 97% of marketers.

Marketing automation plays a vital role in driving impressive results. It allows companies to target their outreach based on interests and actions. But what makes ABM automation win the rat race?

ABM Automation: AI is the Driver

The reason why ABM automation has recently emerged is the availability of AI. Initially, AI was used by ABM to propel the automatic selection of target accounts through predictive analytics. Also, it is driving intelligent marketing nurturing and other marketing responses based on how the targets respond, their needs, and so on.

If you're targeting 100 accounts as potential new corporate customers, those accounts will visit different pages of your site. Some will download white papers and respond to emails. You will get leads from the targeted companies through these activities, and thus you can knock at their door.

AI enables quick responding to a dynamically changing engagement in the ABM platform and delivers the best action. This is how automation with AI is emerging in ABM platforms.

You can take four steps to automate your ABM to drive leads and create a successful ABM automated platform.

4 Steps to Plan ABM Automation

Draw the Automation Cycle

To start with ABM automation, firstly, create a blueprint of the targeted business. In this, you should identify the complete process of lead generation. The trail looks like; subscriber, lead, MQLs, SQLs, and a client to target. In this process, you cannot communicate at each phase. When one clicks on the particular link of your website, you should have a system-generated mail to send.

Once you track the movement of the lead, quickly trigger the sales team to take the follow-ups. This saves the time of salespersons, and therefore ABM strategies are implemented wisely.

Integrate your ABM automation software and CRM

Before you build your account-based marketing campaigns, you'll have to integrate your ABM automation software and CRM.

Integrating marketing automation tools is vital in the automation process. If your ABM software doesn't interact with the email marketing software, you won't be able to automate the process. In addition, if it doesn't relate to your CRM, it will be difficult to know if leads converted into accounts and track the ROI of an account-based campaign. So, to integrate ABM automation, you'll have to research and keep ICP, content, target accounts, and CRM all in one place.

Tailor Your Content

Ensure you're sending the right message to the right target account. Creating customized landing pages looking at how people have recently interacted with your brand is a great way to execute automation. Using ABM tools, you can automatically message target accounts with relevant messages when they engage with you and help you build the connections that become conversions.

Create Dashboard to Assess Efforts

The last step to automate your ABM platform is to track and measure the efforts you have put in to see information at-a-glance.

You get information about your target accounts on your dashboard, such as open deals, company score, total pipeline, and the number of decision-makers identified. In addition, you should consider ongoing A/B tests when started with ABM automation. This is because you can see what messaging appeals to your ICP (Ideal Customer Profile).

ABM is a result-driven approach. ITSMA reports that 87% of marketers consider ABM as delivering the highest returns. But without automation, ABM becomes a strewn process. Marketing automation lets your team offer a personalized approach and immediate outreach with valuable content that pushes visitors to become regular clients. Thus, using ABM software tools — ideally the marketing automation tools — can help you automate and scale your strategy and adds value to your ABM efforts.

Frequently Asked Questions

What are the account-based marketing tactics?

Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects.

Why is an account-based marketing strategy so important?

The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions.

How to create the automated ABM strategy?

To create the automated ABM strategy, follow these steps:
  • Create your Ideal Customer Profile (ICP)
  • Align your target accounts
  • Build campaigns
  • Integrate ABM, marketing automation software, and CRM
  • Personalize content
  • Engage
  • Set up a dashboard for assessment

Spotlight

Influ2

Influ2 is the first high resolution ABM platform that boosts your sales development productivity with person-based advertising. Influ2 delivers ads to every decision-maker from your targeted account and tracks engagement of each person, who sees an ad or clicks on it. Person-based advertising allows you to capture person-based buying intent signals at an early stage of consumer journey and use these signals to reach out to the right people at the right time.

OTHER ARTICLES
CORE ABM

Five Things That Can Make a Difference to ABM in EMEA

Article | March 3, 2022

The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem. Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe." Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA. Do You Know Enough About ABM Execution? Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance: A Curated Account List Is the Secret Ingredient Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. Your Sales and Marketing Teams Should Share Their Pizzas Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads. Depending Only on MQLs Will Not Get You Far The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM. Only Strategic Content Brings in the Results You Want Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. ABM Isn’t Your Regular Marketing Strategy ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. Circling Back ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

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CORE ABM

Buying Group Marketing: Another Evolution of ABM

Article | June 15, 2022

B2B marketers use account-based marketing (ABM) to generate business because it allows them to drive focused account-level interactions. These interactions are a result of relevant and customized messaging. Today, the messaging focuses on not just one decision-maker but a group within the target account that green lights a buying decision. This natural evolution in ABM implementation is called buying group marketing (BGM). It isn’t a new concept but keeps evolving. B2B marketers are religiously implementing BGM in their ABM strategy to get a competitive edge and to keep up with the changing trends in the ABM industry. Carefully created buyer personas are used to create hyper-personalized campaigns for buying group members. In this sense, BGM is a person-centric marketing approach, differentiating it from an account-based marketing approach. While talking about buying group marketing, Dmitri Lisitski, CEO and Co-Founder, Influ2, a B2B targeted advertising solutions provider, said, "Buying Group Marketing will empower B2B marketers to achieve greater precision by extending this approach more holistically across their programs." How Does BGM Drive Revenue? Revenue factors into every effort that aims to increase sales numbers, retain customers, and engage prospective customers. Let us look into how BGM drives revenue in the B2B domain. Closing the Gap Between Sales and Marketing Organizations struggle to bring sales and marketing teams together. They max out their budgets to make it happen, but more often than not, they do not get the expected results. Additionally, their marketing automation platform doesn’t make the connection between the multiple leads coming from the same account. This lack of insight can affect the performance of the entire demand management process, such as sales, revenue development, and customer organization. Buying behaviors are constantly shifting. It is crucial to use a fresh approach that enables the teams to connect directly with the target accounts’ decision-makers, offering them just what they need through effective campaigns and driving revenue is crucial. In the buying group framework, marketing and sales align their goals and operations, share important insights on buyer personas, orchestrate messaging for campaigns, and collate data from platforms such as CRM and sales engagement tools to successfully find common ground for approaching a buying group. They are no longer stuck on one side of the MQL wall but are involved in every stage of the conversion process. As a result, they guide specific buying group members to make a buying decision and generate revenue. Putting Buyer Experience on Top In a Forrester survey, 94% of respondents said they sold to buying groups that had three or more individuals, while 38% said that they sold to groups of 10 or more. Purchase decisions in large enterprises are never restricted to one individual. The bigger the purchase decision, the bigger the buying committee. The bigger the buying committee, the larger the pool of buyer personas that need targeting. For example, if the HR department of a growing organization realizes that it needs a new human capital resource management system (HCRM) to manage its HR-related processes, then a buying group is created to choose a new system. When this group goes to the market to find a solution, it becomes a potential lead for HCRM providers, and the lead is called a demand unit. Targeting this demand unit with not just the HCRM but also a travel and expense solution (T & E) is possible with BGM. In BGM: Every step in the buyer’s journey is based on buyer personas and presents value to the buying group. Every demand management process focuses on the buying group. Through this approach, multiple types of selling opportunities can be explored. All this effort appeals to different buying group members in different ways and will push them to get in touch with the sales team and make a purchase decision. Offering Solutions to Pain Points Information designed precisely to complete the purchase should be provided to every member of the buying group committee. Interestingly, before making a purchase decision, members of the buying group will explore the content of different solution providers. According to a recent study by Dimensional Research, 90% of buyers thought that positive online reviews of a product or service influenced their buying decision. This is just one type of information that the buying group members will consume before they make a buying decision. With the help of real-time intent targeting or cognitive product targeting, it is easier to understand the customer’s intent through channels like websites, apps, and email. The terms searched, specific or broad, can point to the needs and requirements of a member of the committee. Once the intent is clear, buyer personas can be segmented and targeted with prescriptive content that talks about solutions to their pain points and how the expected results are achieved. For example, if a C-level buying committee member displays a high level of intent activity, then it is highly likely that he or she is looking to make a strategic investment. Such an opportunity will be ready for sales conversion in a couple of months. How Should You Implement BGM on Sales Funnel? We have already established the importance of buying group engagement in driving leads through the sales funnel. When sales and marketing teams share insights, marketing becomes effective and tangible. Now, let us take a look at BGM implementation in the sales funnel: Top of the Funnel While targeting a buying group at the top of the funnel, the focus should be on creating awareness and understanding the demand of the target account. Social media ads and relevant landing pages that act as lead magnets can help achieve this goal. Middle of the Funnel For buying groups in the middle of the funnel, engaging and educating the groups is imperative. Posting relevant content on social media handles can foster interaction with the members. LinkedIn messages from sales development representatives with ad and landing page support are effective. Bottom of the Funnel Conversations that lead to conversion start when the buying group is at the bottom of the funnel. In this stage, the account executives present members with compelling content that addresses their pain points and influences them enough to make a purchase decision. While executing BGM, B2B marketers should begin by understanding the business needs of the target account and create a comprehensive marketing strategy to address these needs. Orchestrating a holistic experience for the buying committee through high-quality, relevant content is the next step. Achieving a strategic, operational and practical alignment with sales will ensure success and higher conversions. Amplitude Drives 5.6x ROI on Ad Spend with Influ2’s Help With Influ2’s person-based advertising, Amplitude, a digital optimization system provider, focused 100% on advertising to key decision-makers within its target accounts. Influ2 used engagement insights to create and execute personalized and attributable B2B marketing. The result was a 5.6x ROI on ad spend. Last Word ABM marketing has evolved with the help of buying group marketing. Implementing BGM with an account-based marketing strategy can create lasting relationships with target accounts, retain existing clients and bring new leads. FAQ What are the three important tenets of buying group marketing? The three important tenets of buying group marketing are understanding the needs of the target account, attaining sales and marketing alignment, and creating a holistic marketing strategy that addresses the pain points of the target account. How is buyer experience different than customer experience? Customer experience focuses on the existing customers in the pipeline, while buyer experience focuses on the prospective customers’ complete buyer journey. How can you engage top-of-the-funnel audiences in buying group marketing? You can engage top-of-the-funnel audiences through social media ads and relevant landing pages that display content relevant to the needs of the target account.

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CORE ABM

The ABM to ABX Transformation Drives Account Engagement

Article | May 23, 2022

Account-based marketing brings in a higher ROI compared to other marketing activities. It targets key accounts, but not always at the right time. The buyer experience gets compromised if the strategy does not align with the account’s buyer journey. Demandbase CMO John Miller paints an interesting picture of what ABM is. “The analogy that I've always used to describe ABM was fishing with spears, which was an effective analogy. But at the same time, it doesn't feel very good to get poked by a spear.” -Demandbase CMO John Miller If ABM pokes accounts without respecting them or creating an emotional connection with them, customer success cannot be guaranteed. This is where ABX comes in. It’s a GTM strategy that puts the value of customer experience above the value of key accounts. ABM ››› ABX: Why Are B2B Marketers Adopting ABX? B2B marketers clearly understand how effective the ABX strategy is compared to good old ABM. Here are the reasons why: Buyer groups are the stars of the show. AI insights provide accurate information on which accounts exhibit buyer intent and what they are looking for. These accounts are engaged through hyper-personalized campaigns only when they are in the buying phase. Marketing, sales, and customer success teams ensure every touchpoint consistently delivers value to the customer. ABX execution involves being agile enough to adapt to the ever-changing behavior and needs of the customer. Every customer is nurtured to deepen loyalty for a long-term business relationship. Why Does ABX Matter? Upgrading your plain old ABM strategy to an ABX strategy simply means applying customer experience best practices to your marketing processes. Consequently, your campaigns are trustworthy, impactful, empathetic, and relevant to every stage of your customer’s journey. Targeted messaging that appeals to every member of the customer’s buying team influences the buying decision of the account. The strategy brings sales, marketing, SDR, and customer-facing teams together so they work towards creating a wholesome customer experience consistently across all the touchpoints. Conclusion In a world where there is a continuous influx of information and a scarcity of attention, any kind of interruptive marketing may be ineffective and off-putting. Companies should focus on ABX to build trust with key accounts and create engagement that isn’t forced through perfectly orchestrated interactions across a project or management lifecycle.

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ACCOUNT BASED DATA

B2B Buyer Intent Data Providers Bring in Your Next Customer

Article | April 29, 2022

In an interview with Media 7, Assaf Eisenstein, Co-Founder & President of Lusha, talked about the importance of buyer intent data for offering great customer service. “The most important things B2B brands can do to establish themselves are to know their customers and match their strengths to the buyers they can best serve.” B2B buyer intent data providers help companies resonate with their target audience in a sea of competitors. They can create timely campaigns to convert a prospect into a customer. According to Statista, about 70% of technology vendors rely on buyer intent data vendors for better prospecting. This puts B2B buyer intent data providers in the spotlight more than ever to come up with innovative solutions that can streamline marketing strategies and get more leads to the sales department. Buyer Intent Data: What It Delivers Businesses are sourcing intent data from B2B buyer intent data providers to maintain a competitive edge and grow. Here are a few of the key areas that buyer intent data can positively influence: Your Prospecting With the help of buyer intent data, your sales team can engage with a prospect with added accuracy at the right time (ZMoT) because it has the contextual information on the prospect. The team can prioritize good-fit leads and accounts. Your Messaging Identify any messaging gaps and create ideal, personalized, and precise messaging for your lead nurturing campaigns to increase engagement. Buyer intent data reveals your prospects’ interests and pain points, which you can capitalize on through your messaging. Your Ad Targeting Your ad campaigns can be more accurate thanks to B2B buyer intent data. They can target both known and unknown prospects who engage with your key topics with precise messaging. Your ABM Campaign In ABM marketing, B2B buyer intent data can tell you which of your target accounts are actively in the market looking for your product or services. It can also help you prioritize engagement and resource allocation and tailor messaging to address specific pain points that your target accounts are struggling with. Your Revenue The combined result of using buyer intent data tools is a spike in your revenue through lead nurturing campaign personalization, timely engagement, enhanced sales prioritization, and customer experience. How is B2B Buyer Intent Data Driving Revenue? For some time now, B2B buyer intent data has been a buzzword for B2B marketers because it is streamlining the conversion of marketing qualified leads (MQLs) to sales qualified leads (SQLs) through multi-channel targeted advertising. It helps them focus more on engaging prospects with buyer interest than on their size to predict the actions of prospects. It considerably shortens sales cycles and assists in demand orchestration when integrated with the sales funnel. Let us look at how B2B buyer intent data can benefit businesses: Understanding the Customers’ Pain Points and Demands Using TechTarget’s Priority Engine, a prospect-level intent data product, Zoom was able to solve three crucial challenges in their ABM marketing strategy: sorting their prospects, personalized messaging to engage these prospects, and the perfect time to get in touch with them. With the help of Priority Engine, Zoom’s sales representatives improved their efficiency and generated more qualified leads that were closer to conversion. Optimizing Sales and Marketing Approaches It is crucial to implement ABM marketing to build an enterprise pipeline. Tracking deal progression, account engagement, and sales and marketing alignment are important for any company to succeed. Dialpad, a cloud communications platform, leveraged Demandbase to optimize its sales and marketing approaches. The platform provided Dialpad with insights whenever a lead moved from marketing qualified to sales qualified, so its sales reps never missed an opportunity. In less than six months, Dialpad sales reps got 80% more MQLs for conversions, a 20% increase in target account penetration, and 15% more deals in the pipeline in a shorter timeline. Creating a Targeted Content Strategy and Web Personalization Companies can no longer rely only on search engine optimization while designing their content strategy. They need to focus on offering a solid customer experience through web personalization and targeted content that addresses the pain points of the customers through effective solutions. Dodge Data, a data analytics company, used buyer intent data from Triblio to create a content strategy, personalize their website, and execute targeted display advertising campaigns. Dodge Data re-engaged 30-40 visitors per day, approaching them right when they were warm, leading to more conversions than when they relied only on demand generation campaigns. Customer Retention Through Insights Post-sales experience is just as important for business growth as gaining new customers. With the help of Demandbase One, Equilar, a software and technology company, was able to retain their customers and serve them on time with the help of insights on product activity and engagement. The company received regular alerts on the accounts it was catering to so it could reach out to them and keep the existing clients happy. Efficient Lead Scoring & Pipeline Growth Pipeline growth is a criterion for success and synchronization between the sales and marketing departments, an important attribute of ABM. Buyer intent data helps business development representatives qualify prospects that show buyer intent so they can book meetings. Leoforce, an AI-based recruiting company, used buyer intent data from Slintel and saw a pipeline growth of 10%-20%. Enhancing ABM Strategy B2B buyer intent data enhances the ABM strategy by identifying key accounts ready to go in-market. If B2B companies do not have this data today, they will be far behind in the competition and won’t be able to monetize their ABM strategy. A great example of how a company can enhance its ABM strategy using B2B buyer intent data would be Arizent, a book and periodical publishing company that became a part of B2B buyer intent data provider Bombora’s Data Co-op. The company monetized its ABM strategy using the buyer intent data from Bombora by capitalizing on the accounts that showed purchase intent. Wrapping It Up By leveraging B2B buyer intent data, businesses can drive revenue through enhanced ABM strategy implementation, outstanding customer experience, and insights that can help them enhance their sales strategy and pipeline. FAQ How can buyer intent data providers help you increase your sales? Intent-based marketing can help you streamline your prospecting pipeline, focus your marketing effort on accounts that show buyer intent, and understand the pain points of customers. This can help you increase your sales pipeline. How can you enhance your ad campaigns using buyer intent data? Intent data can help you make your ad campaigns more granular because it allows you to capitalize on leads that show buyer intent signals. As a result, the ads will target buyers who are close to making a purchase decision. Who are some of the popular B2B buyer intent data providers? Some of the popular B2B buyer intent data providers are Bombora, Slintel, Demandbase, and ZoomInfo.

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Spotlight

Influ2

Influ2 is the first high resolution ABM platform that boosts your sales development productivity with person-based advertising. Influ2 delivers ads to every decision-maker from your targeted account and tracks engagement of each person, who sees an ad or clicks on it. Person-based advertising allows you to capture person-based buying intent signals at an early stage of consumer journey and use these signals to reach out to the right people at the right time.

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CORE ABM

RollWorks Product Updates to Help B2B Marketers Prove Marketing ROI

RollWorks | June 17, 2022

RollWorks, an account-based marketing platform, announced significant upgrades to its Site Visitor API features to advance the incorporation of account-level insight into web content personalization. It now supports LiveRamp’s identifier, RampID, across channels. It continues to ramp up its product infrastructure to prepare itself for a future without third-party cookies. "Our drumbeat of product innovation demonstrates our continued investment in technology that helps our customers better identify and understand their anonymous website traffic to create a more tailored experience for accounts visiting," said Justin Cooperman, VP, Product Management at RollWorks. "Our drumbeat of product innovation demonstrates our continued investment in technology that helps our customers better identify and understand their anonymous website traffic to create a more tailored experience for accounts visiting," said Justin Cooperman, VP, Product Management at RollWorks. With the help of RollWorks Site Visitor API, B2B marketers can understand their anonymous website traffic and create a more personalized experience for accounts. They can also analyze trends over time. Account-level identification, including firmographic details of site visitors in real-time, can help marketers create engaging, account-centric visitor experiences. The latest update allows customers to identify website visitors across more account-level data, such as whether a visitor is on the RollWorks Target Account List, Account Group or Journey Stage. "RollWorks' Site Visitor API helps marketers turn their data into account-based insights, thanks to our rich data assets, ability to ingest first- and third-party data, and machine-learning models," added Cooperman. With these updates, B2B marketing and sales teams can understand who their ideal customers are and prioritize accounts to outreach to: Create a new account list based on ICP (Ideal Customer Profile) fit scoring model See firmographic attributes - company size, revenue, industry, etc. - that make up an ICP Automatic sync of modeling data from an ICP fit grade back to Salesforce and HubSpot Advertisers who use RampID can unlock premium inventory, additional reach in cookieless browsers, and improved marketing tactics such as frequency capping, people-based audience targeting, and more. Thanks to more accurate targeting through such identifiers, RollWorks offers B2B marketers: The ability to reach Apple device and Safari browser users that have been harder to target since Apple began blocking tracking methods in 2017 The ability to reach Firefox browser users that have been harder to target since Mozilla began blocking third-party cookies in 2019 A futureproofed user-level targeting method that will enable users to maintain their reach when Google blocks tracking methods in late 2023 RollWorks can help streamline ABM operations and drive more revenue.

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ACCOUNT BASED DATA

NICE Wins the Digital Innovation Award for Customer Experience Excellence

NICE, Ventana Research | July 06, 2022

NICE (Nasdaq: NICE) today announced NICE CXone has won for Customer Experience excellence in the 15th Annual Ventana Research Digital Innovation Awards. The Digital Innovation Awards highlight technology providers that exemplify innovation and strive to create solutions that improve people, processes, information, and technology. CXone is designed to create seamless digital customer experiences, addressing the full CXi landscape. With the unique capability to understand customer intent and optimal experiences with Enlighten XO, and inject knowledge across the customer journey, CXone allows organizations to build smart assistants with a data-driven approach and not based on guesswork. As part of the judging process and methodology, Ventana Research examined case studies and submissions to evaluate nominated organizations’ leadership and outcomes using technology, the best practices it utilized, and the associated business impact and value. All types of organizations were invited to participate, and submissions spanned industries and organizations of all sizes across the world. Paul Jarman, CEO, NICE CXone, stated, “Providing frictionless digital experiences is at the core of our innovation and we are honored to be recognized by Ventana Research. With our unique data and AI capabilities, our digital portfolio takes the guesswork out of the bot building process and is the only way to create the smart self-service experience that consumers demand. “NICE is tackling the limitations of building chatbots head-on, by applying AI at scale to engineer better recognition and accuracy,” said Keith Dawson, Vice President and Research Director for CX at Ventana Research. “NICE is tackling the limitations of building chatbots head-on, by applying AI at scale to engineer better recognition and accuracy,” said Keith Dawson, Vice President and Research Director for CX at Ventana Research. “CXone is an example of innovation made real, in the service of smoother and more successful customer experiences.” About NICE With NICE (Nasdaq: NICE), it’s never been easier for organizations of all sizes around the globe to create extraordinary customer experiences while meeting key business metrics. Featuring the world’s #1 cloud native customer experience platform, CXone, NICE is a worldwide leader in AI-powered self-service and agent-assisted CX software for the contact center – and beyond. Over 25,000 organizations in more than 150 countries, including over 85 of the Fortune 100 companies, partner with NICE to transform - and elevate - every customer interaction. www.nice.com About Ventana Research Ventana Research is the most authoritative and respected market research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk. Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research’s insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook, and LinkedIn. To learn how Ventana Research advances the maturity of organizations’ use of information and technology through benchmark research, education and advisory services, visit www.ventanaresearch.com

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Merkle Named a Leader Among Customer Data Strategy and Activation Providers

Merkle | July 07, 2022

Merkle, dentsu's leading technology-enabled, data-driven customer experience management (CXM) company, announced that it ranked as a Leader in The Forrester Wave™: Customer Data Strategy and Activation Services, Q2 2022 report by leading independent research firm Forrester Research, Inc. The agency is recognized for its focus on connecting marketing to customer experience, e-commerce, and technology. The Forrester Wave™: Customer Data Strategy and Activation Services Wave, Q2 2022, used 27 criteria to evaluate eight providers. The report reveals how each measure up and helps marketers select the appropriate partner to meet their needs. According to the report, "Merkle serves as the glue that connects departments, data, and dentsu agencies." The report also noted "with a long legacy in direct marketing, Merkle is highly capable of database builds and management. And it receives high marks for its technology capabilities," and went on to say that, "Merkle has a deep analytics bench and takes an analytical approach to much of its work." Merkle received the highest possible scores in many criteria, including first-party PII management, data sourcing, zero-party data, regulatory compliance, marketing technology, cross-channel marketing execution, and advanced customer analytics. "We are honored to be recognized by Forrester as a Leader in customer data strategy and activation services. This ranking is a validation of our vision and our ability to execute on that vision," said Pete Stein, President, Merkle Americas. "We are honored to be recognized by Forrester as a Leader in customer data strategy and activation services. This ranking is a validation of our vision and our ability to execute on that vision," said Pete Stein, President, Merkle Americas. "Merkle partners with brands to deliver on customer expectation – systemically applying data and tools to integrate customer experiences and optimize value, now and ongoing." The company's newest ranking complements dentsu's evaluation as a Strong Performer in The Forrester Wave™: Global Digital Experience Services, Q2 2022. That report noted that dentsu's "identity product, marketing execution platform, and ShopNXT retail enablement tools are strong core assets that dentsu uses to augment clients' XA." Dentsu received the highest possible scores in the customer experience strategy and insights services, digital marketing strategy/implementation services, immersive (AR/VR) experience services, proprietary software assets, and privacy resources criteria. About Merkle Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company's heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. With more than 14,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC.

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CORE ABM

RollWorks Product Updates to Help B2B Marketers Prove Marketing ROI

RollWorks | June 17, 2022

RollWorks, an account-based marketing platform, announced significant upgrades to its Site Visitor API features to advance the incorporation of account-level insight into web content personalization. It now supports LiveRamp’s identifier, RampID, across channels. It continues to ramp up its product infrastructure to prepare itself for a future without third-party cookies. "Our drumbeat of product innovation demonstrates our continued investment in technology that helps our customers better identify and understand their anonymous website traffic to create a more tailored experience for accounts visiting," said Justin Cooperman, VP, Product Management at RollWorks. "Our drumbeat of product innovation demonstrates our continued investment in technology that helps our customers better identify and understand their anonymous website traffic to create a more tailored experience for accounts visiting," said Justin Cooperman, VP, Product Management at RollWorks. With the help of RollWorks Site Visitor API, B2B marketers can understand their anonymous website traffic and create a more personalized experience for accounts. They can also analyze trends over time. Account-level identification, including firmographic details of site visitors in real-time, can help marketers create engaging, account-centric visitor experiences. The latest update allows customers to identify website visitors across more account-level data, such as whether a visitor is on the RollWorks Target Account List, Account Group or Journey Stage. "RollWorks' Site Visitor API helps marketers turn their data into account-based insights, thanks to our rich data assets, ability to ingest first- and third-party data, and machine-learning models," added Cooperman. With these updates, B2B marketing and sales teams can understand who their ideal customers are and prioritize accounts to outreach to: Create a new account list based on ICP (Ideal Customer Profile) fit scoring model See firmographic attributes - company size, revenue, industry, etc. - that make up an ICP Automatic sync of modeling data from an ICP fit grade back to Salesforce and HubSpot Advertisers who use RampID can unlock premium inventory, additional reach in cookieless browsers, and improved marketing tactics such as frequency capping, people-based audience targeting, and more. Thanks to more accurate targeting through such identifiers, RollWorks offers B2B marketers: The ability to reach Apple device and Safari browser users that have been harder to target since Apple began blocking tracking methods in 2017 The ability to reach Firefox browser users that have been harder to target since Mozilla began blocking third-party cookies in 2019 A futureproofed user-level targeting method that will enable users to maintain their reach when Google blocks tracking methods in late 2023 RollWorks can help streamline ABM operations and drive more revenue.

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NICE Wins the Digital Innovation Award for Customer Experience Excellence

NICE, Ventana Research | July 06, 2022

NICE (Nasdaq: NICE) today announced NICE CXone has won for Customer Experience excellence in the 15th Annual Ventana Research Digital Innovation Awards. The Digital Innovation Awards highlight technology providers that exemplify innovation and strive to create solutions that improve people, processes, information, and technology. CXone is designed to create seamless digital customer experiences, addressing the full CXi landscape. With the unique capability to understand customer intent and optimal experiences with Enlighten XO, and inject knowledge across the customer journey, CXone allows organizations to build smart assistants with a data-driven approach and not based on guesswork. As part of the judging process and methodology, Ventana Research examined case studies and submissions to evaluate nominated organizations’ leadership and outcomes using technology, the best practices it utilized, and the associated business impact and value. All types of organizations were invited to participate, and submissions spanned industries and organizations of all sizes across the world. Paul Jarman, CEO, NICE CXone, stated, “Providing frictionless digital experiences is at the core of our innovation and we are honored to be recognized by Ventana Research. With our unique data and AI capabilities, our digital portfolio takes the guesswork out of the bot building process and is the only way to create the smart self-service experience that consumers demand. “NICE is tackling the limitations of building chatbots head-on, by applying AI at scale to engineer better recognition and accuracy,” said Keith Dawson, Vice President and Research Director for CX at Ventana Research. “NICE is tackling the limitations of building chatbots head-on, by applying AI at scale to engineer better recognition and accuracy,” said Keith Dawson, Vice President and Research Director for CX at Ventana Research. “CXone is an example of innovation made real, in the service of smoother and more successful customer experiences.” About NICE With NICE (Nasdaq: NICE), it’s never been easier for organizations of all sizes around the globe to create extraordinary customer experiences while meeting key business metrics. Featuring the world’s #1 cloud native customer experience platform, CXone, NICE is a worldwide leader in AI-powered self-service and agent-assisted CX software for the contact center – and beyond. Over 25,000 organizations in more than 150 countries, including over 85 of the Fortune 100 companies, partner with NICE to transform - and elevate - every customer interaction. www.nice.com About Ventana Research Ventana Research is the most authoritative and respected market research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk. Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research’s insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook, and LinkedIn. To learn how Ventana Research advances the maturity of organizations’ use of information and technology through benchmark research, education and advisory services, visit www.ventanaresearch.com

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Merkle Named a Leader Among Customer Data Strategy and Activation Providers

Merkle | July 07, 2022

Merkle, dentsu's leading technology-enabled, data-driven customer experience management (CXM) company, announced that it ranked as a Leader in The Forrester Wave™: Customer Data Strategy and Activation Services, Q2 2022 report by leading independent research firm Forrester Research, Inc. The agency is recognized for its focus on connecting marketing to customer experience, e-commerce, and technology. The Forrester Wave™: Customer Data Strategy and Activation Services Wave, Q2 2022, used 27 criteria to evaluate eight providers. The report reveals how each measure up and helps marketers select the appropriate partner to meet their needs. According to the report, "Merkle serves as the glue that connects departments, data, and dentsu agencies." The report also noted "with a long legacy in direct marketing, Merkle is highly capable of database builds and management. And it receives high marks for its technology capabilities," and went on to say that, "Merkle has a deep analytics bench and takes an analytical approach to much of its work." Merkle received the highest possible scores in many criteria, including first-party PII management, data sourcing, zero-party data, regulatory compliance, marketing technology, cross-channel marketing execution, and advanced customer analytics. "We are honored to be recognized by Forrester as a Leader in customer data strategy and activation services. This ranking is a validation of our vision and our ability to execute on that vision," said Pete Stein, President, Merkle Americas. "We are honored to be recognized by Forrester as a Leader in customer data strategy and activation services. This ranking is a validation of our vision and our ability to execute on that vision," said Pete Stein, President, Merkle Americas. "Merkle partners with brands to deliver on customer expectation – systemically applying data and tools to integrate customer experiences and optimize value, now and ongoing." The company's newest ranking complements dentsu's evaluation as a Strong Performer in The Forrester Wave™: Global Digital Experience Services, Q2 2022. That report noted that dentsu's "identity product, marketing execution platform, and ShopNXT retail enablement tools are strong core assets that dentsu uses to augment clients' XA." Dentsu received the highest possible scores in the customer experience strategy and insights services, digital marketing strategy/implementation services, immersive (AR/VR) experience services, proprietary software assets, and privacy resources criteria. About Merkle Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company's heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. With more than 14,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC.

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