ABM: Looking beyond the buzzword!

Account Based Marketing (ABM) is not a new concept in B2B marketing. However, as an important integrated B2B marketing and sales approach, we don’t think it is widely understood or used as it should be in B2B media/events businesses and professional membership organisations.

Regardless of the size of your organisation, product types, or the sectors you serve, every senior business leader and marketer should be embracing ABM and integrating it as part of their overall marketing strategy. 

If you’re keen to learn more about ABM – what it is, why it is important and how you put it into practice, read on!

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SalesStaff, LLC

SalesStaff, LLC provides demand generation services for business-to-business technology companies through the deployment and management of quota-based marketing programs. We research opportunities and successfully secure meetings with key executives on behalf of our client sales teams to expand their sales pipelines and accelerate sales cycles.

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Core ABM

How Does Influencer Marketing Enhance ABM?

Article | June 6, 2022

ABM influences key accounts that show buyer intent. This influence is internal (B2B through personalized content) and aims to sway decision-makers who green-light a purchase. In an interview with Media 7, Mark Emond, Founder & President of Demand Spring, talked about the importance of content in marketing. “Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.” ABM’s focused approach leads to faster lead conversions and a higher ROI. However, B2B marketers still face the following challenges in their marketing strategy: Maximizing Marketing Efficiency B2B marketers must consistently drive higher ROI on their efforts while working within a limited budget. Improving Customer Experience Cutting through the noise of thousands of competitors and delivering an enhanced customer experience is challenging. Generating Trust in Customers Marketers need to humanize their approach and reach a level of undeniable authenticity to generate trust in the minds of customers. Why Should You Use Influencer Marketing in ABM? According to a CSO Insights report from Marketing Charts, brands fail to incite enough trust in their target audience. Interestingly, it is what the subject matter experts and third-party influencers from the industry say that counts. So, external influence is driving purchase decisions. Internal influence, though crucial, cannot sideline external influence and how it impacts sales and key decisions. When you integrate ABM with influencer marketing, you co-create relatable, impactful content with relevant influencers to encourage your target accounts to move ahead in the sales funnel. An influencer becomes a credible touch point, powerful enough to convert a lead. The influencer’s performance-oriented content resonates with the target audience, engages, educates, and informs them of the strong points of your business, creating a strong foundation for lead conversion. Here is how it can help strengthen ABM strategy: Increases Content Authenticity The words of a trusted subject matter expert or third-party niche content creator hold more weight than static website content or brand ads. Their followers trust them and consider their views authentic. If such relevant influencers create content with you, your target audience is bound to be positively influenced. This leads to higher conversions and ROI, qualitative reach, and better engagement. Attracts New Audiences Influencers attract new audiences that are similar to your ideal customer profile (ICP). Interactions, content promotions, and publicity can create brand awareness generate more interest in your brand. Encourages Brand Advocacy Positive reviews, customer success stories (voice of customer), testimonials, and word-of-mouth publicity that comes from influencers and their followers promote brand advocacy. Influencers also create incentives for referrals, thus bringing in better engagement. Humanizes the Buyer Experiences B2B storytelling is the key to conversions. It has more impact than any other form of advertising. Influencers humanize the buyer experience by sharing their opinions, reviews from other businesses, and highlighting success stories through their content. This content is impressive as compared to any other content the brand hosts and promotes. B2B Influencer Content is Priceless B2B influencer content has high value because it has third-party credibility that attracts trust across all brand channels. Another advantage is that you can easily access the creativity of the influencer without having to hire someone. All the content that influencers publish on their platforms is brand content, highlighted with the voice of the customer. Influencer marketing generates traction and engagement for businesses. Integrated Influence Influence can be integrated through social media marketing, content marketing, PR, SEO, branding, and ABM. How to Create a Powerful, Influencer-based ABM Marketing Strategy? Brainstorm a Strategy To make the most of influencer-based ABM marketing, you need to streamline a process and strategy. Find the answers to these two crucial questions: 1. Who influences your target audience? 2. Which topics interest your target audience? Once you find the answers to these questions, you can zero in on a relevant influencer and approach them to participate in creating/co-creating high-quality marketing content (text, podcast, video, interactive). Integrate the content and publish it on brand channels, and influencer channels. Promote the content via blogs, ads, other influencers, and brand sites to target your key accounts. Monitor the promotions (URLs, engagement) and adjust the campaign for maximum output. Most importantly, create and nurture relationships with industry influencers for future campaigns. Understand the Demand Understanding the demand of the target audience through keyword research and data analysis can boost the results of an influencer marketing campaign. Offering audiences solutions to their problems or information that will help them scale their business assist in lead nurturing and conversions. Identify Ideal Influencers Choosing a suitable influencer can help kick start your influencer campaign powerfully. An ideal influencer should be proficient in their domain, passionate about content creation, capable of publishing content across platforms, popular in the industry with keen followers, and knowledgeable and eager to promote content across different channels in different formats. You can employ software to identify and qualify relevant influencers who create credible, high-quality content on the topic you want to promote. Filter influencers based on how much they charge and how well they align with your company values and brand voice. Focus on creating a long term association. Shuffle the Content Formats By shuffling between marketing content formats like blog articles, live video, third party analyst reports, videos, case studies, webinars, podcasts, industry presentations, infographics, and interactive content, the target audience can be engaged on multiple channels, and data can be collected to analyze which formats work best. Remain Connected with Influencers As a B2B marketer, you should connect one-on-one through email, phone, or in-person meetings with influencers frequently. You should monitor and engage with influencers on social media when they mention your brand. By interacting with and sharing relevant influencer content on social channels, you can build a community and promote advocacy through continued partnership and engagement. Additionally, you can recycle content made by influencers to show you value the association. Sixty-three percent of marketers believe they would have better marketing results with an influencer marketing program, while seventy-four percent of marketers agree that it improves customer and prospect experience with the brand. How Cherwell Software Witnessed a 437% Year-over-year Increase in Content Shares? Colorado-based Cherwell Software is an IT Service Management (ITSM) company. It engaged TopRankMarketing to create an influencer marketing campaign with the aim of increasing brand awareness, targeting CIOs, CTOs, and IT Directors of companies for business, and increasing sales and revenue. With the help of the content 15 ITSM thought leaders created and amplified across five channels, Cherwell Software saw a 170% growth in their audience views and a 437% year-over-year increase in their content shares. Key Takeaways In B2B marketing and ABM, influencer marketing can help reach customers you would have otherwise missed. Engaging in an influencer marketing platform to maximize ABM strategy outputs is crucial to remaining ahead in the race. FAQ What characteristics should a good B2B influencer have? A good B2B influencer should be proficient, passionate, popular, a dedicated content promoter and creator. How does influencer marketing help B2B marketers? Influencer marketing can help B2B marketers target key accounts by leveraging content created by industry experts.

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Core ABM

How Can an Effective Intent Data Strategy Enhance ABM?

Article | August 8, 2022

Harnessing the power of intent data to create effective account-based marketing strategies can help sales and marketing teams effectively achieve their goals. According to HubSpot, Google processes approximately 63,000 search queries every second. Of these queries, a significant few may be associated with your business. These web searches count as behavior, and they make up intent data. Intent data is of two types: internal (gathered from websites, automation systems, and other software like CRM) and external buyer intent data (review sites, competitor’s websites, forums). Intent data is captured by buyer intent data tools. It provides insights into a customer’s behavior, interests, pain points, needs, and expectations. These insights can be leveraged to pinpoint users closest to making a purchase decision. You can then work to convert them into customers swiftly. The Power of Intent Data Intent data is the number one priority for account-based marketing strategies. Companies harness the power of intent data by integrating it into the workflows of their sales and marketing teams. With the help of intent data, they can tailor their interactions to the needs of their users and create valuable connections with them. Primarily, intent data helps prioritize a list of target accounts that should be pursued for conversion. Furthermore, some companies also create specialized groups and targeted lists to hyper-personalize their content offerings to influence purchase decisions. Once the sales and marketing teams are aware of the position of a user in the sales cycle, they can focus on pushing them forward in the buying process with the help of personalized content. Charles Crnoevich, Vice President of Partnerships & Business Development at Bombora defines intent data as: “Intent data helps B2B teams better their prospect and customer experience at all stages of the buyer journey. From top-funnel ad messaging that meets prospective buyers in their initial research phase, to bottom-funnel sales messaging that includes context around specific product needs, intent insights give every touchpoint the ability to be backed by data. It eliminates room for human guessing and the risk of being irrelevant to your audience.” Let us look at how intent data is transforming businesses and the importance of an intent data strategy to scale your business. Target Account Selection Relying only on basic firmographic data is a thing of the past when it comes to selecting a target account. Here are five steps that you can follow to create a target account selection based on the intent data you gather: Defining Your ICP Revenue should not be the only factor you consider while defining your ICP. Look at the cost to convert, lifetime value, and churn rate. Observe what your best customers have in common. Is it their company size, their domain, the challenges they face, or their growth rate? Once you know these details, consider finding a solution for their problems. You may have more than one ICP if you have multiple products, features, and services on offer. Understanding the Intent Based on the key signals like downloads, sign-ups, booked demos, or reading certain pages on your websites that buyer intent data tools record, you can understand the intent of the user. Once the intent is clear, you can gather your data with the help of buyer intent tools. Gathering Relevant Data Lead generation platforms like Leedfeeder, email marketing platforms like MailChimp, CRM platforms like HubSpot CRM, and marketing automation platforms like WebEngage are your sources of intent data. How you gather data depends on the platforms you are using. Most lead generation platforms will allow you to download the data in an Excel sheet or a CSV file. What is great about this kind of data is that you can always combine the spreadsheets from all these sources and clean up the inconsistencies. Segmenting the Target List Segmenting your target list is very important to understand which accounts are high intent. The other categories can be of medium or low intent. Filter out the low intent accounts first. These accounts aren’t quite ready to make any purchase decisions. Add them to your remarketing list or your account development team can nurture them. The medium and high-intent accounts can stay on your list so your sales and marketing can focus on them. Targeting Key Accounts Once your teams have the list of key accounts they need to target, they can create an effective strategy to approach these accounts and push them towards conversion. They can accelerate their conversion efforts with the help of email marketing, content marketing, advertising, and direct mail. Finding the right leads at the right time can help a great deal with targeting. With the help of B2B intent data, everything functions smoothly once you find the right key accounts. Message Selection The best part about B2B intent data is that it doesn’t miss any important information about the account, so your messaging strategy is based on facts and not speculation. Quality intent data will provide the prospect’s research history, going as far as including searched products and companies. The otherwise invisible, actionable prospect trends can thus come to light, and you can create messaging that can help you beat your competition. According to a Gartner research study, more than 70 percent of B2B marketers will utilize third-party intent data to target their prospects or initiate engagement with buyer groups in selected accounts by the end of 2022. Message optimization may not be at the top of the chart for the most impactful uses of intent data, but it does play an important role in helping content marketers be successful. Buyer intent data enables them to better align their sales pitches to accommodate the buyers’ interests and needs that they discover using the third-party site buyer signals. Decreasing Churn Rate By monitoring the intent data signals of clients who search your competitor’s website to find alternatives to the products or services you provide, you can know which clients need more attention and support. This information indicates that these clients do not find your product or services up to the mark or are not fulfilling their needs and expectations. You can set up triggers for such clients and ask for feedback from them to find out the shortcomings of your product or service. You can use the feedback as a guide for future product development and reduce your churn rate by retaining clients. Another interesting approach would be to provide your team access to reliable and clean intent data so they can make decisions to enhance the sales strategy. Image Source: Orbitmedia Sales Outreach According to Gartner research, prospects spend about 50% of their time trying to find information from third-party sources. Usually, the sales team has to wait for a buyer to either fill out a form or perform a trigger action to be classified as a prospect. However, with buyer intent signals, prospect movement is revealed. The prospect’s intent indicators help the sales team decide when to outreach. Enhancing Content Personalization Use third and first-party data to create informed blog content, email marketing campaigns, and other content marketing initiatives to appeal to your prospects. By leveraging the intent data at hand, you can offer what the clients want in an appealing way. You can target their entire buyer persona by creating a more effective content strategy. Your content marketing team can know the topics they need to cover in their marketing efforts. It can also improve the existing content to make it more impactful. Discovering New Leads Whenever a customer searches for products or services that you offer or topics relevant to them, third-party intent data aggregators can track them and notify you about this customer. If this customer hasn’t already interacted with your business, then these are new leads your teams can pursue with appropriate messaging and tailored content. Enabling ABM Strategy In ABM marketing, knowing which accounts to target is the most crucial step. With the help of data insights on specific accounts, you can build a focused ABM strategy. You can analyse their research data and interpret their buying intent, and based on that, you can add them to your target list. Measure and test the content they interact with and what makes them move further along the sales funnel. You can find the content that isn’t creating any impact and replace it. Adapting an ABM strategy in real time becomes easy, so you are more customer-centric than ever before. Improving Marketing Automation Intent data tells you exactly where your prospects are in the sales funnel. Use this information to trigger certain actions to nurture these prospects. For example, once you find that a certain prospect has stopped consuming the awareness-stage content on your website and starts devoting time to consideration or conversion-stage content, you can trigger a change in the kind of marketing content you send out. Targeting Keywords Effectively Search engine marketers find long-tail keywords important because they are descriptive, relevant, and do a great job of implying the buyer’s intent. However, it is challenging for advertisers to target long-tail keywords because they do not have enough search volume. This affects ad visibility as compared to when high volume keywords are used. To get the same results with the long tail keywords, companies need to optimize many long tail keywords. Automated bidding technologies can easily carry out this task. By using your third-party intent data, you can know the kind of long-tail keywords your audience is searching for. Use your website analytics to discover fresh information on keywords and then use it to target keywords or create relevant ads. You can also automate ad personalization with the help of intent data aggregators that identify qualified leads based on information like domain and device advertisement. You can then place the right ads on your audience’s devices. Now that we know how intent data helps with account-based marketing, intent based marketing, and other marketing endeavors, let us look at the key elements of an intent data strategy and how to make the most of it. 8 Key Elements of an Effective Intent Data Strategy We have already established how important intent data is in B2B marketing in improving targeting, lead generation, lead nurturing, and overall customer experience. When it comes to creating an effective intent data strategy, you should follow these guidelines: Align ABM Initiatives & Intent Data Strategy In an ABM strategy, you can deploy intent data for account prioritization in the following ways: Fuse intent data with your defined ICP Identify your target accounts and check which of these are showing buyer intent. Your sales team can have relevant information to talk to these accounts and convince them to make a purchase. Segment accounts showing intent but don’t align with your ICP You can increase your sales pipeline by segmenting the new accounts by showing buyer intent but not aligning them with your ICP. This is especially useful for companies with a smaller database. Define Your Goals and Strategies Break silos and work towards the same goals. Get a buy-in from the higher-ups in the company and let the teams know what to achieve with the intent data. Share the intent data strategy with every team member, align the goals and metrics, and train those who need to know more about intent data. Integrate the Data from Different Systems Increase the efficiency of your intent data strategy by integrating systems like CRM to improve the visibility and performance of the funnel. A step-by-step approach goes a long way when it comes to an intent data strategy. Start with a Small Pilot Trial and tweaking your intent data strategy can be a good idea. Create an intent data framework for a small set of accounts and share it with a limited group of sales team members at your company. Streamline your processes through this pilot test. Once you know the intricacies of what works and what doesn’t, you can launch intent data strategies with other sales teams. Collect Performance Metrics Ensure you collect your conversion rate before rolling out a pilot program for testing. This way, you can compare the before and after. Monitor the performance metrics throughout the program. Your marketing and sales teams can go over the metrics together to see what tweaks are needed to the intent data strategy before multiple teams adopt one. Gather Buyer Journey Intelligence Identify trends through specific search terms, topics, asset types, features or product interests so you can create topic clusters for specific content that can be distributed throughout the funnel. You can do this by gathering first-party data from your marketing automation software, CRM, and other customer-data platforms. You can also interview customers to get any other useful information to understand a buyer’s journey better. You can also engage intent data providers to find out more about historical buyer journey analysis. Monitor Important Topics Select the right topics to monitor. The intent data will only work if you know which specific topic or clusters of topics will determine the status of a prospect. Choose the topics that are critical for success. Remember, the higher the use cases in a fuller, the lower the number of topics you should monitor. As you move down the funnel, be more specific about the topics you want to monitor. Explore Potential Integrations By integrating your intent data with the right platform, you can amplify the results of your intent data strategy. Since intent data supports the complete customer lifecycle and increases the value of your other martech software or sales-tech investments, it is important to explore integrations that may enhance your sales and marketing strategy. When used wisely, intent data can transform your business, one department at a time. It can also ensure customers’ satisfaction and help you scale your business faster than you ever imagined. Ultima Generated ROI in Eight Weeks Through Cognism Ultima, a UK-based infotech company led an example by generating ROI in just eight weeks using intent data provided by Cognism. "Our sales cycle is typically 6-8 months long. At Cognism, we saw ROI in 8 weeks from intent data and direct dials. One deal pays for a year’s Cognism subscription." - George Mckenna, Head of Cloud Sales at Ultima. Conclusion Creating an effective intent data strategy can be a game-changing factor for your business. With its implementation, not only will you be able to connect with your customers on a deeper level, but you will also be able to get higher win rates than your competitors that practice manual prospecting. FAQ How can you collect intent data? You can collect intent data through signals like website clicks, social media ad clicks, length of time spent on a website, email newsletter subscription behavior, or frequent website visits. What are the benefits of intent data in B2B marketing? With the help of a good intent data strategy, you can find new potential leads, focus on companies already a part of your sales funnel, promote yourself to your customers early on in their decision-making process, prioritize your leads, and personalize your outreach. These benefits can drive your sales growth. How does intent data help in ABM marketing? ABM marketing is also intent-based marketing. Intent data for ABM is an asset as it helps with account prioritization (lowering the scale of the program to focus better on key accounts) and account activation through personalized and specific marketing messaging.

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Effective Ways of Funding Your ABM Strategy

Article | June 20, 2023

ABM is B2B marketing with a higher ROI. It involves going after fewer accounts with a more personalized approach. So, account selection is vital. No matter the budget, if you fumble the ball in the account selection process, your campaign is bound to fail. Guesswork is not an option. You need to stringently research your ideal accounts based on your ICP (ideal customer profile). In an interview with Media 7, Maliha Aqeel, Director of Global Communications at Fix Network World, talked about the common mistakes companies make while implementing brand strategy. Not budgeting your ABM strategy correctly may be one of them. "One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal." Businesses that want to transition into ABM are often confused and have several questions about ABM implementation. One of the most important questions they have is about budgeting. According to a 2016 report by SiriusDecisions, 33% of companies allocated at least 30% of their marketing budgets to ABM. In 2017 that number increased up to 52% — a 57% year over year increase. Their 2019 State of Account-Based Marketing Study showed that the average ABM budget is around $350,000 excluding head count costs. Going by these statistics, how much should you invest in your ABM strategy? It is common to finalize a strategy way in advance. Allocating budgets to a certain strategy and then deciding to execute ABM can be a pain. Before deciding on your ABM budget and streamlining your ABM funding strategy, consider the following factors: Factors to Consider for ABM Funding Know Your Target Accounts Business size, decision-makers, departments, positions, interests, demographics, get all the information you can on your target accounts. Make sure you are investing your money in the right target accounts. The bigger your target account, the more stakeholders, and departments there are to manage. This may considerably increase the cost and complexity of your campaign. Your Advertising Budget Zero in on the platforms you want to use to engage your target audience. Once you do this, you will get an idea of how much you need to spend to reach your audience on these platforms and get maximum engagement. Additional marketing techniques like seminars, webinars, conferences, and other events should also be considered in your ABM funding. Brand Awareness Gather information on how well your target accounts know your brand. If they already know your brand, then you are saving time and money on creating a new relationship from scratch. However, if your brand does not have a good reputation or reach, creating new leads requires more resources than creating new opportunities. Your Product’s Complexity If your product or service complexity is high, you need to work harder to explain its advantages and benefits to convince the stakeholders of your target accounts. This effort is directly proportional to the amount of money you need to spend. Your Customer’s Needs The customer’s need for your product or service defines how much you need to spend on advertising. If there is no urgency or if there are many similar solutions that they have used in the past, it becomes difficult to convince them to use your product or service. In short, if they don’t need your product, you need to spend a better part of your budget on impressing them. Your Competition The more competitors you have, the more aggressive your campaign needs to be. An aggressive campaign will need a bigger budget. It gets trickier if your competitors already have an established relationship with your target account. However, if you have the target account’s CLV (customer lifetime value) figured out, you can easily determine how much you need to spend on pursuing a particular account. Technology Integration To deliver hyper personalized account-based experiences, you need to find suitable technological platforms to launch your ABM strategy. Platforms like ABM Unified Workforce are an ideal start because of their unified approach to strategy implementation. Consider allocating a part of your budget to technology integrations so you remain up-to-speed with modern implementations like marketing automation. It will also help you optimize your campaign results. ABM Partners You need knowledge, human resources, and technology to launch and successfully run account-based marketing campaigns. Alternatively, you can also hire new staff or train the people you already have. Partnering with an ABM agency is also a great option. It not only saves you the time and effort of finding the right marketers, but it also delivers the results and metrics you expect. There are many service providers in the market who can help you kick-start your ABM campaign. Funding Your ABM Strategy Now that you know the factors that should be considered for your ABM funding, let us look at some tips to enhance your budgeting. Identify Target Account CLV In ABM, less is more, so identify target accounts based on their CLV. It may require three or more years for your ABM campaign to show results, so make sure you periodically assess your target account’s CLV before making big investments. Harness Technology Tie your technology budget with sales. Support your goals and streamline your processes by using martech. Collaborating with specialized agencies that have talent and technology can uplift your ABM campaign. Not only do agencies quickly launch your campaign, but they also save you the trouble of recruiting new staff. However, make sure you engage a trustworthy agency with the best technology offerings and expertise. Get Approval and Support from Stakeholders Get your stakeholders on your side by justifying your budget with a list of target accounts and their projected value. If you are planning to implement ABM, then you should already have a preliminary version of your ABM funding proposal ready. Measure Your Performance Use relationships, reputation, and revenue, the three crucial R’s to measure your performance. These should be your benchmarks and should be assessed periodically. Conclusion ABM funding takes effort and time but doing it diligently can bring an increase in ROI, brand awareness, revenue, and confidence in ABM. FAQ What is the first step in your ABM funding strategy? The first step in your ABM funding strategy is to know your target accounts through stringent research. What are the three important Rs for measuring ABM performance? The three important Rs for measuring ABM’s performance are relationship, reputation, and revenue.

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Core ABM

Can Your ABM Solution Measure For Your ABX Needs?

Article | December 15, 2021

ABX is about quality, not quantity. The traditional metrics that have been used to gauge ABM success are not useful in the experience-centric realm. The new and more complex benchmarks for measuring success revolve around: Relationship analytics Journey analytics Attribution analytics Once you’ve successfully closed accounts, you want to make sure you understand which ABM programs helped to contribute to that sale so you can rinse and repeat. This is where you can evaluate how a vendor measures ABM success and the entire Account-Based Experience. You will want to choose a vendor who can help you optimize your programs from the top of the funnel to the bottom, and grow your customer’s lifetime value. Some examples of metrics to measure include the volume and velocity of an account as it makes its way through the buyer journey. This helps you understand whether your programs are engaging enough as well as whether your sales cycle is too long. A strong ABM vendor will also have different methods for measuring attribution since not all businesses are alike, and marketers love seeing attribution models so they can measure the success of their marketing efforts and ROI. Other metrics to consider include advertising campaigns and website visits – but with an account-based lens. After all, you want to understand whether your advertising is reaching the right accounts and which accounts are engaging on your website. If you find you’re short-staffed, some ABM vendors offer strategic services to help you with your ABM strategy and measurement. To learn more about vendor onboarding and support, read the next section. Because ABX has a different set of metrics than ABM, when it comes to measuring the performance of the ABM solution from the vantage point of the customer experience, the scope also changes. The vendors on your shortlist should, among other features: Offer a dashboard to measure ABM impact from across the funnel. Track volume, velocity and conversion metrics for each journey stage. Offer customizable subscriptions for all custom reports. People and account based heatmaps. Allow you to combine first party, third party, firmographic and technographic data for segmentation and reporting. Allow you to compare the performance of different audiences or account lists and evaluate the impact of specific programs. Enable you to see the engagement and activities that influenced the different stages of a deal cycle. Measuring a journey and a relationship in the long term requires measuring as much data as possible, so find out if they also: Centralize your existing data sources in one location? Track B2B metrics by account? Track and report on anonymous first-touch visitors by account? Have strategic services in place to help you set up ROI reporting based on your strategies? Allow you to compare different timeframes for account stages? Provide advanced BI capabilities for ABM? The point of measuring is to take action based on knowledge and insights, and having an ABM solution that allows you to bring together all of the relevant data points for your decision-making is pivotal for the success of your business. Our agnostic Definitive Guide to Choosing an Account-Based Marketing Platform provides you with checklists like the one above as well as the reasoning behind the need for each of the features outlined in the ebook. Check it out and take advantage of the printable list we put together for your own use at the end of the guide. ABX is about quality, not quantity. The traditional metrics that have been used to gauge ABM success are not useful in the experience-centric realm. The new and more complex benchmarks for measuring success revolve around: Relationship analytics Journey analytics Attribution analytics Once you’ve successfully closed accounts, you want to make sure you understand which ABM programs helped to contribute to that sale so you can rinse and repeat. This is where you can evaluate how a vendor measures ABM success and the entire Account-Based Experience. You will want to choose a vendor who can help you optimize your programs from the top of the funnel to the bottom, and grow your customer’s lifetime value. Some examples of metrics to measure include the volume and velocity of an account as it makes its way through the buyer journey. This helps you understand whether your programs are engaging enough as well as whether your sales cycle is too long. A strong ABM vendor will also have different methods for measuring attribution since not all businesses are alike, and marketers love seeing attribution models so they can measure the success of their marketing efforts and ROI. Other metrics to consider include advertising campaigns and website visits – but with an account-based lens. After all, you want to understand whether your advertising is reaching the right accounts and which accounts are engaging on your website. If you find you’re short-staffed, some ABM vendors offer strategic services to help you with your ABM strategy and measurement. To learn more about vendor onboarding and support, read the next section. Because ABX has a different set of metrics than ABM, when it comes to measuring the performance of the ABM solution from the vantage point of the customer experience, the scope also changes. The vendors on your shortlist should, among other features: Offer a dashboard to measure ABM impact from across the funnel. Track volume, velocity and conversion metrics for each journey stage. Offer customizable subscriptions for all custom reports. People and account based heatmaps. Allow you to combine first party, third party, firmographic and technographic data for segmentation and reporting. Allow you to compare the performance of different audiences or account lists and evaluate the impact of specific programs. Enable you to see the engagement and activities that influenced the different stages of a deal cycle. Measuring a journey and a relationship in the long term requires measuring as much data as possible, so find out if they also: Centralize your existing data sources in one location? Track B2B metrics by account? Track and report on anonymous first-touch visitors by account? Have strategic services in place to help you set up ROI reporting based on your strategies? Allow you to compare different timeframes for account stages? Provide advanced BI capabilities for ABM? The point of measuring is to take action based on knowledge and insights, and having an ABM solution that allows you to bring together all of the relevant data points for your decision-making is pivotal for the success of your business. Our agnostic Definitive Guide to Choosing an Account-Based Marketing Platform provides you with checklists like the one above as well as the reasoning behind the need for each of the features outlined in the ebook. Check it out and take advantage of the printable list we put together for your own use at the end of the guide.

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SalesStaff, LLC

SalesStaff, LLC provides demand generation services for business-to-business technology companies through the deployment and management of quota-based marketing programs. We research opportunities and successfully secure meetings with key executives on behalf of our client sales teams to expand their sales pipelines and accelerate sales cycles.

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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

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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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

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Events