Account Based Data
PR Newswire | October 04, 2023
Drift, the buyer experience and Conversational AI company, today announced Drift Engage, a first-to-market product powered by Lift AI, that uses machine learning to score visitors' real-time site behavior, even for visitors who are 100% anonymous. This collaboration with Lift AI delivers on a strategic partnership to enhance customers' experiences, and reinforces Drift's commitment to delivering cutting-edge AI-driven results.
With 98% of website traffic labeled as anonymous, companies struggle to generate pipeline from all of their website visitors, even after making significant investments to drive traffic to the site. ID Reveal tools help, but they can't identify all traffic, especially in a remote-working world. Until today, customers using these tools have been missing out on 70% of their website traffic, even with data enrichment tools in their tech stack.
Drift Engage is the only solution that can automatically deliver relevant chat experiences based on real-time buyer intent scoring, which identifies and measures both known and anonymous visitors' site engagement in real time. It instantly provides the right chat experiences for customers that convert high-intent website visitors into loyal customers, ultimately increasing sales velocity and conversion rate. Since early 2020, top brands like Loopio and Intelex have used the Lift AI technology behind Drift Engage to generate a dramatic increase in conversions, pipeline, and revenue, and now all Drift customers can leverage this fully integrated technology.
Today, we are deepening our strategic partnership with Lift AI to help every Drift customer turn first conversations into enduring relationships with AI-powered personalization, said Scott Ernst, CEO of Drift. Drift Engage is perfect for businesses that invest in bringing traffic to their site, but lack the visibility to convert visitors into leads. It helps capture buyers when they're already shopping, increasing conversions, sales velocity, and revenue by fast-tracking high-intent visitors to sales.
Features of Drift Engage include:
Real-time buyer intent scoring:Identify and measure each visitor's site engagement in real time via Live Chat or Prospector
Real-time playbook targeting:Deliver the most relevant chat message/playbook based on a buyer's real-time engagement on your website
CRM sync:Seamlessly add a contact's Drift Engage score to Drift leads within any CRM that Drift integrates with
Audiences Summary Data:Sort site traffic by low, medium, and high intent to review playbook performance and optimize conversions
"By joining forces with Drift, we're leveraging the power of our AI solutions to illuminate the full potential of conversational marketing on business' websites," said Don Simpson, CEO of Lift AI. "With our existing customers who are using Lift AI and Drift, we're seeing 9x conversations turn into pipeline with our real-time scoring technology. This is just the beginning—we're certain that solving for the gap of anonymous visitors will be a major unlock moment for B2B marketers and sales reps using Drift."
Customers already using Drift Engage see 3x more ROI, 10.6x more pipeline and 2.1x more opportunities than the median Drift customer. To learn more, please visit www.drift.com.
Drift®, the buyer experience and Conversational AI company, inspires businesses to create more engaging customer experiences, one conversation at a time. Drift helps thousands of customers across the globe translate conversational data and buyer behavior into deeper relationships, more pipeline and more revenue. A pioneer in Conversational Marketing, the company was founded in 2015 to help remove friction from the B2B buying process. As buyer expectations continue to increase and AI becomes central to empowering meaningful customer journeys at scale, Drift is disrupting the category it created. Its human-centric, AI-powered platform listens, understands and learns from buyers to deliver personalized experiences and recommendations at every touchpoint. Drift is creating a world where AI works for humans to turn conversations into relationships.
About Lift AI
Lift AI identifies the buying intent of every website visitor in real time, even those that are completely anonymous, enabling websites to trigger the most effective conversational marketing conversion tactics before the visitor leaves the site. The Lift AI proprietary machine-learning models are based on 18 years of experience, billions of data points, and real-time behavioral analytics, working out-of-the-box to deliver a dramatic increase in sales efficient pipeline from conversational marketing in just 90 days.
GlobeNewswire | September 29, 2023
Foundry (an IDG, Inc. company) released its third annual 2023 ABM and Intent Benchmarking Study today, which dives into the uses, goals, and challenges of account-based marketing, as well as how intent data is used to fuel ABM programs and the success and challenges tech marketers see with intent.
Account-based marketing has taken the B2B marketing world by storm, and the enthusiasm shows no signs of slowing down. In fact, this year’s research found that 96% of tech marketers have a documented ABM strategy and 93% feel that their ABM efforts have been extremely or very successful, which is up from 84% when the study was conducted last year.
Here is a closer look at some of the findings from this year’s study:
Tactics and tools supporting ABM
The landscape for account-based marketing expansion looks promising, as an overwhelming 95% of marketers anticipate that their ABM budgets will increase in the next 12 months. This is a notable uptick from previous years – 90% expected an increase in 2022 and 84% in 2021.
Respondents to the survey are using a variety of ABM tactics to support their marketing objectives. These tactics include sales activation/account analytics (cited by 53% of respondents), target-account lead generation (50%), account-based advertising (48%), and content syndication, IP address intelligence, and personalization, all of which are equally cited at 47%.
Marketers are also leveraging a mix of tools and channels to support their ABM efforts. Customer marketing (43%) and paid social (40%) are the most widely used resources, followed by content syndication (32%), organic social (28%), and SEO (26%). When it comes to measuring the success of ABM initiatives, marketers use a diverse range of metrics. The top three include customer satisfaction scores (cited by 48%), site visits from target accounts (43%), and revenue generated (40%).
Intent data is fueling ABM efforts
Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns.
Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%.
When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%).
The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted.
The challenges ABM marketers face
Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%).
The same sentiment goes for intent. Marketers need help with intent data, specifically with getting their sales teams to trust the intent data quality (49%), measuring the impact of intent data on pipeline (48%), and combining intent from multiple data sources (47%).
Ninety-two percent of marketers also cited that it’s important that they know the exact sources of intent data when working with a provider. Just over half of respondents listed criteria for when they chose a data provider, such as: vendor reviews/analyst evaluations (rated as very or somewhat important by 97%), sample data that can be independently validated (97%), and peer recommendations (95%).
This research indicates that even as ABM and intent have come mainstream in B2B, marketers are now, more than ever, focused towards measuring the impact of both ABM campaigns and intent data, said Tukan Das, Vice President and Product Manager, Foundry.
For more information and to see the full results from the ABM & Intent Benchmarking study, please view the white paper.
About the 2023 ABM & Intent Benchmarking Study
The 2023 Foundry Account-Based Marketing (ABM) and Intent Benchmarking Study was conducted via online questionnaire in August of 2023. 500 total respondents with marketing titles were collected from NA (60%), EMEA (20%) and APAC (20%) regions. 40% of respondents are from the manufacturing (computer-related) industry, 27% are from high tech, and 12% from software/computer services. Others include e-commerce, independent software vendors, telecom carriers, and cloud & DC service providers. Foundry conducted the study to understand the workings of ABM and its evolution and adoption compared to traditional marketing approaches.
About Foundry, an IDG Inc. Company
Foundry helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.
Targeted Account Strategy
RollWorks | September 20, 2023
RollWorks released Hot Contacts, a unique feature that supplements the marketing qualified lead (MQL) list with sales-ready prospects.
The company has distributed more than 1.5 million sales-ready leads to its beta customers since March, each receiving an average of 200 leads per quarter.
Hot Contacts enables marketers to define 'sales ready,' ensuring high-quality sales leads and marketing qualified leads.
RollWorks, a well-known marketing platform catering to B2B marketing and sales, has introduced Hot Contacts, a distinctive feature that provides marketers with an ongoing list of sales-ready leads, which supplements the conventional marketing qualified lead (MQL) list. Since its beta launch in March this year, RollWorks has successfully provided its customers with more than 1.5 million sales-ready leads. On average, each beta customer has received an additional 200 leads per quarter through this feature.
Hot Contacts offers an innovative solution for marketers seeking to broaden their pool of sales-ready leads without the need for increased budgets or additional resources. It accomplishes this by identifying high-fit leads that have demonstrated their readiness for sales engagement through website visits and ad clicks.
With Hot Contacts, marketers can tailor their definition of 'sales ready.' This customization ensures that the leads sent to the sales team are consistently of high quality. This approach complements the traditional marketing qualified leads (MQLs), which primarily rely on form submissions for qualification. By incorporating various buying signals to identify engaged prospects, both before and after form submissions, RollWorks streamlines the lead identification process. This allows marketers to discover more members of the buying committee, engage with prospects earlier in the buying journey, and maximize the effectiveness of their existing programs to achieve their lead objectives more efficiently.
Jodi Cerretani, VP of Revenue Marketing at RollWorks, said,
For far too long, a whole subsection of leads in the B2B space was being completely overlooked due to the inability to track them, but now with Hot Contacts, we’ve put an end to the archaic ways of generating leads.
[Source – Cision PR Newswire]
Cerretani further mentioned that instead of only looking at form completions, they were expanding their focus beyond form completions to include individuals' online behavior and ad engagement. This expansion led to the creation of a completely new category of sales-ready leads. She expressed excitement about being their customers' exclusive provider of this unique solution.
Hot Contacts uses RollWorks' ability to de-anonymize prospects who meet the sales-readiness criteria, which considers factors such as suitability, ad interactions, and website engagement. It retrieves information about contacts from Salesforce or Hubspot CRM. This dynamic collection of sales-ready leads contains essential contact information, including names and titles. In addition, it provides context by indicating the event type, visited URL, or ads viewed, as well as the last engagement date. This extensive data gives sales teams the necessary insights to personalize their outreach effectively.
With Hot Contacts, marketers gain the ability to identify highly engaged contacts who are more likely to make a purchase. This empowers sales teams to prioritize these engaged leads and tailor their outreach strategies for faster sales cycles and improved closure rates.