Account-Based Marketing: Past, Present, and Future

If you’ve watched Mad Men, you’re more than familiar with names like Lucky Strike and Samsonite. The real-world accounts serviced by the svelte account executives of Sterling Cooper Draper Pryce were clients of real ad agencies like Ogilvy & Mather, Leo Burnett, and Young & Rubicam. Big “whale” accounts were the lifeblood of those agencies. Today, advertising has given way to marketing, but it’s the same old game. While it’s easier than ever before to attract and close one-off clients, big agencies need big accounts to survive because they’re the only ones able to pay agency rates. Back then, courting and keeping big accounts was a delicate affair.

Spotlight

Campaign Development Corporation

Open since 2011, Campaign Development Corporation is an award-winning sales & marketing firm based in Tampa, Florida. We partner with some of the world’s most respected names in wireless/cellular telecommunications industry to help increase positive brand recognition & expand market reach.

OTHER ARTICLES
Programmatic ABM

Intent Marketing: Removing Guesswork Out of Marketing

Article | June 9, 2022

In 2018, Demand Gen Report’s ABM Benchmark Survey found that 25% of participating B2B companies used buyer intent data and monitoring tools. 35% of them planned on using intent data within a year. Cut to 2022, and about 99% of B2B marketers are using some form of B2B intent data in their marketing campaigns to target accounts (Source: InboxInsight). In his exclusive interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about how data helps convert leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” Buyer intent data helps in creating a robust foundation for your marketing efforts. Let us look at how intent marketing can help you get the sales and ROI you desire. Intent Marketing: The New Normal in B2B Intent-based marketing uses consumer data that signals purchasing intent through consumption of relevant content like blogs and infographics; product comparisons; product reviews; message boards; case studies; and news. Through this data, you can find out what your prospects are looking for, which stage of the customer journey they are in, if they are researching solutions or ready to make a purchase, and what kind of steps you can take to get in front of them. One of the most important benefits of intent marketing is that it removes the guesswork out of your marketing campaigns and ensures that you are targeting the correct prospects. This targeting can be done through either intent-based branding or intent-based marketing. Intent-based branding decodes the behavior of your target audience online while intent-based marketing harnesses data on the prospect’s buying behavior so you can tailor your marketing offerings accordingly. Consequently, your sales cycle is shortened. Power-up Your Content Strategy The biggest challenge B2B marketers like you face today is to cut through all the noise and create an impact on their prospects. Consumers have a host of content options. However, they do not want to consume unnecessary information. When the content is personalized to match their needs and goals, they are more likely to engage with it. Intent data helps you plan your content as it provides you with information on the theme, buyer personas and their behavior, buyer journey maps, content formats, copy, call to action (CTA), and keyword strategy that will best suit your prospect targeting efforts. An intent-based content strategy can deliver leads while increasing conversion rates and sales. It can give you the competitive edge you need to influence your prospects at the right time. Drive Sales and ROI Intent marketing brings in more conversions on landing pages and overall higher traffic and qualified leads to your website. It uses intent information to recruit engaged prospects for sales demos and events. It helps sales teams to effectively rank their leads and accounts so that they can focus on the right leads at the right time and not miss out on any sales opportunities. Your sales teams can execute effective nurture campaigns and create sales pitches with messaging that appeals to a target account’s buying committee. This messaging addresses the account’s pain points and requirements and accelerates the buying decision. Additionally, intent marketing helps improve customer retention rates and makes it easy for teams to identify cross-sell and upsell opportunities. It takes into consideration the existing customers’ signals to find any at-risk accounts to prevent churn and increase renewal. Data-driven Marketing Personalization Intent data makes it easy to personalize your marketing efforts and provides an accurate report of prospective signals, their needs, and interests so that you can segment and categorize them. Once this segmentation is done, you can determine what kind of content needs to be created and displayed for these accounts depending on their position in the buying cycle. With this kind of personalization, your target audience gets to know that you care about them and you can connect with them on a deeper level. Increase ABM Efficiency B2B buyer intent data helps your marketing, sales, and customer success teams align their goals so that they can agree on target accounts, establish lead hand-off processes, and diversify investments to target newer, relevant accounts while maintaining the current customer list. Intent data provides marketing intelligence for creating ICP in marketing, messaging, and brand positions for B2B account-based marketing. Additionally, it provides account intelligence for target account list creation, ways to increase engagement, improve lead scoring in ABM and lead nurturing tracks, thus increasing the efficiency of your account-based marketing. Summing It Up Intent-based marketing helps B2B marketers like you to understand potential customers so you can find high-value accounts and nurture them through customized content and targeted campaigns.

Read More
Account Based Analytics

How Predictive Analytics Contributes to Pipeline and Revenue Growth

Article | August 3, 2022

For B2B marketers like you, wouldn’t it be great to know which buyers are ready to purchase and when? It would be, but this doesn’t generally happen. Marketing and sales teams across businesses spend their time trying to find the perfect prospects instead of focusing on selling to the accounts that actually want to buy. What Goes into Prospecting? Prospecting is an entire process that is not only time-consuming but might not lead to anything worthwhile. Common steps involved in prospecting include: Finding accounts that fit your target account profile Zeroing in on the point of contact to get in touch with the account Creating messaging to influence prospect’s buying decision Wait for the prospect to answer calls It is no wonder that prospecting is the most difficult part of sales. According to research by Sales Insights Lab, 50% of the prospects you go after aren’t a good fit for your product. To add to the mix, sorting through incomplete forms, questionnaires, anonymous web visits, and event attendee lists is backbreaking work. Predictive Analytics: Pipeline Growth and Revenue Covered ABM relies heavily on high-quality data management and analysis. It is based on quality and, not quantity. It can succeed only if the prospect account’s data like management hierarchy, business practices, pain points, requirements, etc. is interpreted, analyzed and utilized properly. This is where predictive analytics comes in. A predictive analytics model looks at how different parts of an account relate to each other and ranks them. A large amount of data can be successfully interpreted this way. Data mining, statistics, and text analytics uncover different patterns and relationships to give insights into an account’s behavior and outcomes based on data. A Predictive Analytics Model Boosts Your ABM Strategy Here is how predictive analytics can boost your ABM strategy: Prioritizing Accounts Based on Rating Marketing representatives need to approach prospects at the right time to capture expected revenue. Predictive analytics gives real-time data, forecasts into when to approach a prospect to get the conversion. With deep data insights, predictive analytics optimizes ABM and the allocated marketing budget. Personalized Messaging Personalized messaging is possible only when the data at hand goes beyond account intelligence-based numbers. Predictive analytics goes a step ahead, forecasts buyer behavior and gives marketers a tool to create content that appeals to every individual in the prospect account’s buying group and leads to conversion. Objective Scoring As accounts near the end of the sales funnel, predictive analytics forecasts the best time for sales overview, so risks like data deletion are bypassed. Getting Ready to Adopt Predictive Analytics To adopt predictive analytics in your ABM strategy, you need to follow these steps: Create an ABM-centric organization where content marketers apply ABM Marketing and sales teams need to understand predictive insights and its implementation in ABM Align your marketing and sales teams Decision makers understand predictive insights and how they are used at the grass-root level Wrapping It Up! Focus your investments on an intent data set based on predictive analytics and AI learning to make the most of the high-quality data insights without worrying about underlying technologies.

Read More
Buyer Intent Data

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

Article | March 6, 2023

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 { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the account-based marketing tactics?", "acceptedAnswer": { "@type": "Answer", "text": "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." } },{ "@type": "Question", "name": "Why is an account-based marketing strategy so important?", "acceptedAnswer": { "@type": "Answer", "text": "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." } },{ "@type": "Question", "name": "How to create the automated ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "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" } }] }

Read More
Buyer Intent Data

Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | March 6, 2023

Boost your sales in 2023 with these top 10 rich buyer intent data programs. Gain insights into customer behavior and purchasing patterns to drive conversions using the top buyer intent data platforms. Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

Read More

Spotlight

Campaign Development Corporation

Open since 2011, Campaign Development Corporation is an award-winning sales & marketing firm based in Tampa, Florida. We partner with some of the world’s most respected names in wireless/cellular telecommunications industry to help increase positive brand recognition & expand market reach.

Related News

Account Based Data

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

GlobeNewswire | January 10, 2024

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

Read More

ABM Accounts

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

GlobeNewswire | January 09, 2024

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

Read More

Buyer Intent Data

RollWorks Receives Leadership Badges for Best Estimated ROI and Best Results in Retargeting in G2's Fall Grid Report, Only ABM Vendor in Each Cate

PR Newswire | November 01, 2023

Account-based platform RollWorks, a division of NextRoll, today announced that in the G2 Fall 2023 Grid Report, it received 52 Leader badges and was ranked number one in 18 reports, up from 16 in the Summer 2023 report. RollWorks is the only ABM vendor to receive badges for Best Estimated ROI and Best Results in Retargeting for Enterprise-Account Data Management - an impressive addition to the already well-rounded badges received in this quarter's G2 report. RollWorks also maintained its leadership position in grid reports for Account-Based Advertising, Buyer Intent, Account Data Management and Account-Based Orchestration. This is further proof that RollWorks is truly designed for impact – creating easy-to-use products that offer unmatched data and knowledge of buyers and generate ROI. Additional areas of leadership recognition in the report were: Design for Impact Easiest Admin Easiest Setup Easiest Use Best Relationship MostImplementable Data Depth: Account-Based Analytics Buyer Intent Data Tools Marketing Account Intelligence Connected Ecosystem Cross-Channel Advertising Display Advertising Retargeting Segment Leadership Social Media Advertising RollWorks has been consistently named a Leader by G2 over the last several years and has seen an uptick in industry recognition. In fact, RollWorks has received 415 G2 reviews, which has more than doubled year-over-year. This report is RollWorks best showing to date, with 307 reports and 101 badges for the company. As the only ABM vendor to be recognized for estimated ROI and retargeting, customers of RollWorks typically experience a 15% lift in revenue, as well as a 16% boost in opportunities created and a 20% increase in lead conversions, all within just six months of partnership. We are incredibly excited and honored to receive so many Leader badges in this G2 Report and are thrilled that each quarter continues to surpass the one before it, said Jodi Cerretani, VP of Revenue Marketing at RollWorks. We wouldn't be where we are without our customers and we are endlessly grateful for their trust in our work and their positive feedback on the services we provide to them. Our goal is always to be best-in-class and this quarter's G2 Report proves we are achieving that. G2 Grid Reports are released quarterly and rank products based on reviews gathered from its community, as well as data aggregated from online sources and social networks. The company's impeccable reviews and customer satisfaction is fueled by a continued focus on improving tools for customers and providing necessary innovation for ease of use. In fact, RollWorks released Hot Contacts, an entirely new category of sales-ready leads based on fit, intent and engagement. With its unmatched understanding of customers and buyers and its activation of insights and data, RollWorks stands among its competitors and this quarter's G2 Report proves that. Comments from recent reviews of RollWorks on G2: "Rollworks is helping us solve our overall ABM reporting. The data that Rollworks can provide to our teams allows them to see exactly where accounts are in their journey cycle and when to strike."– Small Business professional "I have spent time in multiple ABM platforms but have foundRollWorks to be such an intuitive, easy-to-use platform for every use case we've implemented. RW offers best-in-class integrations, a plethora of data, and may have the most comprehensive segment builder I've ever worked with." –Mid-Market professional "Rollworks provides us with invaluable intent data at both the contact and account level. Aside from the obvious use case of advertising, these additional features are monumental for us!"– Mid-Market professional About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

Account Based Data

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

GlobeNewswire | January 10, 2024

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

Read More

ABM Accounts

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

GlobeNewswire | January 09, 2024

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

Read More

Buyer Intent Data

RollWorks Receives Leadership Badges for Best Estimated ROI and Best Results in Retargeting in G2's Fall Grid Report, Only ABM Vendor in Each Cate

PR Newswire | November 01, 2023

Account-based platform RollWorks, a division of NextRoll, today announced that in the G2 Fall 2023 Grid Report, it received 52 Leader badges and was ranked number one in 18 reports, up from 16 in the Summer 2023 report. RollWorks is the only ABM vendor to receive badges for Best Estimated ROI and Best Results in Retargeting for Enterprise-Account Data Management - an impressive addition to the already well-rounded badges received in this quarter's G2 report. RollWorks also maintained its leadership position in grid reports for Account-Based Advertising, Buyer Intent, Account Data Management and Account-Based Orchestration. This is further proof that RollWorks is truly designed for impact – creating easy-to-use products that offer unmatched data and knowledge of buyers and generate ROI. Additional areas of leadership recognition in the report were: Design for Impact Easiest Admin Easiest Setup Easiest Use Best Relationship MostImplementable Data Depth: Account-Based Analytics Buyer Intent Data Tools Marketing Account Intelligence Connected Ecosystem Cross-Channel Advertising Display Advertising Retargeting Segment Leadership Social Media Advertising RollWorks has been consistently named a Leader by G2 over the last several years and has seen an uptick in industry recognition. In fact, RollWorks has received 415 G2 reviews, which has more than doubled year-over-year. This report is RollWorks best showing to date, with 307 reports and 101 badges for the company. As the only ABM vendor to be recognized for estimated ROI and retargeting, customers of RollWorks typically experience a 15% lift in revenue, as well as a 16% boost in opportunities created and a 20% increase in lead conversions, all within just six months of partnership. We are incredibly excited and honored to receive so many Leader badges in this G2 Report and are thrilled that each quarter continues to surpass the one before it, said Jodi Cerretani, VP of Revenue Marketing at RollWorks. We wouldn't be where we are without our customers and we are endlessly grateful for their trust in our work and their positive feedback on the services we provide to them. Our goal is always to be best-in-class and this quarter's G2 Report proves we are achieving that. G2 Grid Reports are released quarterly and rank products based on reviews gathered from its community, as well as data aggregated from online sources and social networks. The company's impeccable reviews and customer satisfaction is fueled by a continued focus on improving tools for customers and providing necessary innovation for ease of use. In fact, RollWorks released Hot Contacts, an entirely new category of sales-ready leads based on fit, intent and engagement. With its unmatched understanding of customers and buyers and its activation of insights and data, RollWorks stands among its competitors and this quarter's G2 Report proves that. Comments from recent reviews of RollWorks on G2: "Rollworks is helping us solve our overall ABM reporting. The data that Rollworks can provide to our teams allows them to see exactly where accounts are in their journey cycle and when to strike."– Small Business professional "I have spent time in multiple ABM platforms but have foundRollWorks to be such an intuitive, easy-to-use platform for every use case we've implemented. RW offers best-in-class integrations, a plethora of data, and may have the most comprehensive segment builder I've ever worked with." –Mid-Market professional "Rollworks provides us with invaluable intent data at both the contact and account level. Aside from the obvious use case of advertising, these additional features are monumental for us!"– Mid-Market professional About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

Events