AN OVERVIEW OF ACCOUNT-BASED MARKETING

Modern marketers these days can’t attend a conference, open their Twitter feed, or check their email without encountering a blitz of Account-Based Marketing articles, webinars, and infographics. What is Account-Based Marketing? How is it any different from the dozens of other hot marketing topics du jour? Is it “right” for your company? Is it “right” for your target market? Can it really drive revenue? How does it work, really? Do you have to do it all at once, or can you start slowly and grow incrementally? How does one get started? Those are some terrific, but potentially complicated questions. First, some basics. Businesses, especially large businesses, typically make significant purchasing decisions “by committee,” on a collective, rather than individual, basis. According to a 2015 IDG Enterprise survey, an average of 17 people participate in an enterprise purchasing decision, up from 10 people in 2010. Account-Based Marketing (ABM) recognizes this and targets opportunities at the business level, not just at the lead level. ABM recognizes the importance of communicating with each of the relevant individuals appropriately, based on and in the context of their specific role within the collective buying process.

Spotlight

Wunderman

We are Wunderman, a global digital agency that is 'Creatively Driven. Data Inspired.' In a world where clients struggle to derive value from the volumes of data they collect, our 9,200 data scientists, creatives and executives in 70 markets identify powerful cultural insights to build campaigns that inspire action and deliver measurable business results.

OTHER ARTICLES
Buyer Intent Data

How Does Buyer Intent Data Boost Sales?

Article | August 23, 2022

Buyer intent data is sourced from either internal or external parties. When combined, it provides a comprehensive picture of how your targets behave online. Internal marketing teams provide first-party intent data through your company's website, automation platforms like CRM, or other in-house applications. Third-party data is gathered from buyer intent data tools. According to a Gartner study, more than 70% of B2B marketers will use third-party intent data to target prospects by the end of 2022. In an interview with Media 7, Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, talked about the importance of correct messaging in sales and marketing once you know your audience. “I think the newest trends revolve around being a strategic resource, aligning marketing and sales, and using analytics to tailor messages to your audiences’ preferences or funnel stages.” Buyer intent data tools provided by intent data providers like Bombora, Slintel, and ZoomInfo collect high-quality intent data to help you identify the accounts that show buyer intent, making it easier for you to understand their requirements and deliver solutions through effective content. Let's find out how intent data can help your ABM strategy by making sales easier. Buyer Intent Data: 5 Impactful Ways It Can Help You Boost Sales Let us look at five benefits of buyer intent data that can help you boost sales: Create Effective Content In ABM marketing, the marketing team supports the sales team by generating qualified leads through effective content that addresses the prospects’ needs. There are more than a billion websites competing for a prospect’s attention. Focusing more on engaging your intended audience than on your search rankings could translate to more sales. This B2B intent data will allow your marketing team to analyze the volume and quality of responses to various online 'triggers' like keywords and social engagement. This way, the marketing team eliminates the guesswork in analytics and content research. B2B intent data can assist your marketing team in its intent-based marketing endeavors. The team can develop hyper-personalized, relevant, and timely content that can be used in your sales process to engage with new leads. Identify Buyer Groups In the B2B domain, multiple decision-makers sign off on purchase decisions. Your key accounts might have buyer groups, and this may pose a problem for your sales strategy. You will need to appeal to multiple personas who will then make unanimous decisions when purchasing your products or services. When combined with accurate, up-to-date contact information, intent data can assist in segmenting the purchasing process into relevant stages. Buying intent is useful not only for tracking and analyzing individual target prospects, but also for tracking and analyzing entire organizations. Overall, sales teams can craft perfect messages for any target persona that crosses their path, thanks to quality intent data. Improve Lead Qualification After your sales and marketing teams have developed an ideal lead generation strategy, you'll want to target leads with purchase intent. The majority of leads generated may not completely align with your ICP (ideal customer profile). If your product or service isn't even remotely relevant to what they're looking for, an automation system that is a part of your ABM services can remove them from your lead list. By delving into their product research activities, using intent data in lead management and outreach helps remove some of these roadblocks. It is critical to have a nurturing system in place and implement a lead scoring process. Intent data reveals where these leads fall within your segmentation, how interested they are in your solutions, and how their purchasing process works, so your effort or time is not wasted. Increase Customer Retention The same buyer intent technology that is used to find new prospects and customers can also be used for customer retention. According to Brain and Company, a 5% increase in customer retention can result in a more than 25% increase in profit. Monitoring intent signals can help you identify when a current customer interacts with a competitor or looks for alternatives to your product. It allows you to engage with them earlier and provides you with another opportunity to maintain your customer relationships. Boost Team Productivity According to HubSpot research, 40% of salespeople say prospecting is the most difficult part of their job. Buyer intent data eliminates prospecting (such as connecting on LinkedIn, getting past the gatekeeper, and sourcing emails), which results in more sales for your company. The most effective buyer intent software solutions can provide not only company-level intent information but also contact information for key decision-makers (all whilst complying with GDPR rules). This means your sales team can get right to the point and use the most up-to-date business intelligence to engage in more conversations with the right prospects. B2B intent data keeps your sales team on top of their game by allowing them to analyze and comprehend prospects on a more granular level. Cloudera Generated over 30 Significant Business Deals Using Intent Data Cloudera, an enterprise management company, harnessed intent data from Bombora and Just Global to run a hyper-targeted account-based marketing strategy across its sales, advertising, and marketing teams. As a result, it generated over thirty significant business deals. Conclusion B2B buyer intent data can help you boost sales by accurately identifying target accounts that show buyer intent. Using buyer intent tools that give clean intent data can help your sales team generate revenue and scale your business. FAQ How does intent data help with sales? With the help of intent data, your sales team can target and qualify leads swiftly and accurately as it provides all the crucial background information on the leads. Accurate targeting translates to more conversions and sales. Where does the intent data come from? Intent data is usually provided by third-party data providers through buyer intent data tools. These tools collect intent data from data-sharing points like B2B websites, media publishers, and other relevant sources. How is intent data beneficial for improving an account-based marketing strategy? With the help of intent data, you can personalize your website, focus on your inbound leads with respect to their engagement with your content, nurture leads with email marketing, and identify prospective customers who haven’t engaged with you yet. These factors can enhance your ABM strategy.

Read More
Programmatic ABM

Optimizing ABM with Personalized Landing Pages

Article | June 9, 2022

Personalization is an essential component of an ABM strategy. Without content personalization, it is difficult to target decision makers and influence their purchase decisions. Within this content personalization, ABM landing pages play an important role in offering your target account just what they are looking for. However, without proper personalization, your ABM landing pages will not perform as expected and remain industry-specific pages that are too generic to create any impact. With the help of technology, it is easy to create hyper-personalized ABM landing pages. Here is how you can build your landing page strategy: Categorize Your Accounts Break your accounts into clusters, map patterns and choose relevant, effective content for each landing page. Use industry or firmographic details in the beginning and then switch to using account-specific pain points that each segment might face. Based on this data, you can build account personas. If you can, make a separate persona profile for each job role for certain accounts. This will make things run more smoothly. Create Value-added and Relevant Content for Each Cluster Your deep research into your target accounts will help you understand what kind of content will be valuable for each account. With your buyers in mind, create content that empowers them and facilitates their purchasing journey. Avoid creating fluffy content that raves about your brand. Instead, give the visitor something that can help them solve their business problems. Offer Personalized Offers for Each ABM Landing Page In a 2019 study conducted by Hanover Research for PROS, 69% of buyers said that personalized offers helped them purchase a product and that they were willing to pay more if a specially tailored price was quoted. Having relevant promotions and offers for a landing page that targets an account can get you the conversions you desire. Every visitor that arrives on the page should know that you have created specific content for them that can add value to their business. Delegate a Dedicated Sales Representative Your visitors may be used to chatbot automation, but they might still want to interact with a sales representative to get their queries cleared or to make special demands. Assign one sales representative to handle an account. This representative’s information should be available on the landing page so the visitors know who to get in touch with. Design a Personalized ABM Landing Page Layout Your landing page should follow a layout that aligns with the customized content. It should have a nice flow and should guide the visitor towards the call to action. It should influence the visitor through content they might find resourceful. Elements like a custom logo and the company’s banner will enrich the page with branding. The most important part of the page will be relevant content pieces like the visitors’ pain points, their industry highlights, product comparisons, and case studies. These are lucrative resources that the visitors might find useful. Using a landing page builder tool that is up-to-date, you can easily make campaigns for different campaigns. Focus on Your Call to Action Don’t hesitate to offer your visitors multiple calls to action. Offer them lead magnet downloads, specially tailored resources, tools, app downloads, upsells/cross-sells, etc. to entice them. Think about all the possible ways that could help your target accounts throughout the buying process and post-conversion. Multiple CTAs can be your way of showing how much you care about the visitors’ needs and experience. What’s the Bottomline? The pressure to bring in new customers is higher than ever before. Marketers need to get creative, revamp their acquisition strategy, and start talking to their target prospects directly through relevant content. Only then can ABM deliver the results you are looking for.

Read More
Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | March 6, 2023

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
ABM Accounts

5 Steps for Running Successful ABM Campaigns

Article | July 14, 2021

B2B marketers meticulously craft content plans to include an attractive landing page, a remarkable eBook, and paid ads for maximum engagement. They write the slickest nurture emails, supporting blogs, and over-the-top articles. Nearly tens of thousands of dollars and a couple of months go into the campaign creation, but it stops abruptly. Why? How can this be? The data collected for the eBook was filled with insights that made them shudder. The strategy was executed to perfection but didn't make any sense! Does this situation sound familiar to you as well? You must have faced the same! It often happens in B2B companies when sales and marketing are not fully aligned on their goals, messaging, and targeting audience. When you spread a wide net for lead generation, most of the leads may not be relevant. So, what should we do? Here comes the protagonist of the B2B marketing story: Account-Based Marketing (ABM) ABM curtails the time spent on irrelevant accounts while decreasing overall money spending. In addition, as businesses, after the pandemic, are starting to realize the potential of personalized campaigns, ABM is rapidly becoming the go-to strategy for B2B tech companies. As a result, they are aiming to improve their marketing and sales alignment. Importantly, ABM demands sales and marketing alignment. It ends those hair-tearing, soul-destroying arguments on which leads to focus on. Now both teams have to keep the hyper-targeted focus on specific accounts, which will result in time-saving, the flow of quality leads, and, thus, your ROI will be up. But before going about creating effective ABM campaigns, let's quickly read the factors to consider while implementing ABM. Factors to Consider to Implement ABM Get your Sales & Marketing teams to work together To create an effective ABM campaign, marketing and sales teams must converge and act following a shared strategy. Furthermore, to expect excellent results, teams involved in the campaign should use the same data from diverse sources. Thus, it creates a data-inspired ideal customer profile (ICP). To Identify Accounts For defining target accounts, consider these factors: Revenue potential: Your target audience should fall into your product or service's price line. Best fit accounts: Find accounts and individual buyers who are aligned with your marketing personas. Importance of Strategy: Aim for accounts that match your company's business strategy. Identify if they are your ideal customer or not. Product requirements: Start with the low-hanging fruit, which means identifying accounts that can make precise use of the solution you're offering. To Establish KPIs To know whether you are rocking with your ABM campaigns, it's crucial to decide your KPIs. You can consider the following to confirm it: How many companies match your customer personas? Account and role-specific conversion KPIs such as booked meetings created deals, and purchases completed. The accounts that visit your website or engage with the content types. Thus, you'll have to track KPIs at every stage of your ABM funnel to determine the success of your campaign. Prepare Multi-Channel Content Relevant and engaging content is the root of every marketing campaign. Still, marketers should personalize ABM content so that they can timely reach each target. So, it's essential to keep the process of messaging focused on the account's pain points, budget restraints, and additional demands. It is because your campaigns are hyper-targeted, where you'll need to spread them across multiple content channels to offer numerous opportunities. Doing so will help to gain engagement, and then you can calculate budgets for clicks and channels. In addition, blend touchpoints such as paid ads, blogs, personalized email, text messaging, and multi-touch SDR strategies will help create effective ABM campaigns. Here are effective steps to execute an effective ABM campaign. 5 Steps to Create Effective ABM Campaigns Build your Ideal Customer Profile (ICP) As Account-based marketing is more like spearfishing, you need to be conscientious about who you target. It is because this type of marketing revolves entirely around who you reach out to. So, it is imperative that you pick companies that would benefit the most from your product or services and be your top-tier customers if they get converted to purchase your service. Hence, the first and most foundational thing for an effective ABM campaign is knowing who you need to target. Many companies enjoy massive audiences. Therefore, they can increase revenue if they successfully reach them. However, with B2B SaaS companies in marketing, when they try to please everyone, they usually end up pleasing no one. It is because they produce standard messaging that doesn't speak to any group of people. So here, it becomes vital to build your IPC before creating an ABM campaign strategy. Invest in the Right Account-Based Marketing Tools To create successful account-based marketing (ABM) campaign, you need to have the right tools to help your team effortlessly execute your ABM strategy and monitor its progress simultaneously. Here are some of the best tools that you can use effectively: ZoomInfo Using a platform like ZoomInfo helps you quickly search companies based on their industry, number of employees, and current services. Then, you can easily set ABM campaigns based on information collected through ZoomInfo and proceed further to target. SalesIntel SalesIntel is a sales intelligence platform. It provides your sales team with verified numbers of the target account. Using this platform, your team can evade gatekeepers and increase the chances of securing a targeting process. Everstring Everstring's platform enables your ABM team to develop a predictive behavior model where target accounts can be identified and be more likely to convert into sales. Create Relevant Content Now, you have your ICP and personas penned down; it's time to communicate. But how do you make sure that you are effectively communicating with each account? And how to properly showcase the value that your solution provides to drive for their companies? The secret lies in applying information gathered in each stage in the customer journey: Awareness, Consideration, and Conversion. For an effective account-based marketing campaign, create content for each of these stages—general product & company information for Awareness, technical details for Consideration, and urgency for Conversion. Every piece of content in each step should be designed to appropriately educate prospects on their buying journey and push them to the next phase. Here are some content types for the most successful ABM campaigns: Emails to each persona (includes initial outreach, follow-ups, responses, and more) Landing pages that provide information and facilitate actions Thought leadership blog and articles for the Awareness stage Product-specific pages for consideration Testimonials for the Conversion stage Organizing your content in such a framework enables you to find and fill content gaps while creating a comprehensive plan to address each persona in the customer journey. Include Messaging Channels You can use many avenues to engross prospects in an ABM campaign. Any medium that you use to communicate directly can be effectively utilized. So, it's essential to focus on the most popular ABM channels like LinkedIn, Email, and telecommunication. Each method has its benefits and effectiveness to get your message to the right people in the right way. Here, you will understand how to go with it these channels: LinkedIn LinkedIn is the most utilized channel for ABM campaigns because of its messaging capability and enrichment abilities. It consents you to send messages for free. Additionally, you promptly gain all of their professional information when you connect with a contact, including roles and email ids. However, the best part of LinkedIn outreach is you are considered as a person, not a bot, when you reach out to contacts. In addition, you have a profile and a resume, which humanizes you. Due to these factors, LinkedIn is one of the most accurate and up-to-date B2B outreach platforms available, as everyone constantly updates their LinkedIn profile with professional milestone information. Having being beneficial, keep in mind that there are some limitations with LinkedIn—you can send approximately a hundred connections per week. This being said, you can use this channel for the most important contacts on your list. Email Email's largest advantage is that it doesn't have a character limit on initial outreach messages. Thus, you can write as much as you want. However, some trade-offs go along with that freedom. As email being cheap, automatable, easy to use, and can reach thousands of contacts at a time, it's utilized by almost every B2B marketer. But, at the same time, this results in the clogged inbox situation, creating spam filters due to high levels of outreach competition. In addition, this makes consumers suspicious of emails received from unrecognized senders. But the good news is that you can purchase email tools to help manage your email outreach campaigns. These can automate email message sending to ensure that you're constantly optimizing your outreach to prospects. Emails are a must-have for an effective email outreach campaign, which will exponentially surge your reach, make you smarter with analytics, and create an effective ABM campaign. Telecommunication Phone outreach is the most effective channel to outreach. It also gives you a chance to really get to know your prospective customer and their fears and dreams so that you can: Figure out if your product would be a good fit for the customer. Know how to quickly and effectively communicate the value of your product to that customer. Retarget Once you set up accounts with the proper channels that you plan to push people to with your ABM outreach, you can create simple retargeting ads that guide them further through the customer journey. These ads will result in Calls to Action that offer case studies or white paper resources on your solution or industry to give your prospects market insights and real-world examples of how your solution can benefit companies. On top of it, when getting your logo and message in front of prospects again, retargeting ads perform splendidly compared to traditional methods. For example, a recent MarketLand article explained that retargeting ads often have Click-Through-Rates of "0.30%-0.95%, which is 3-10x costlier than the industry average." Resultantly, you must pay close attention to who your audience is that you're serving these ads to, as well as where and how often you're delivering them. It may seem overwhelming at first, but it'll get easier over time. A properly executed account-based campaign will provide the results you want. Doing this will allow you to reap the enormous rewards that retargeting can bestow upon your ABM campaign. Frequently Asked Questions What is an ABM marketing campaign? Account-based marketing (ABM) strategy concentrates resources on a set of target accounts within a market. The campaigns designed are to engage each account, basing the marketing message on the specific attributes and needs of the account. How do I make an ABM campaign? Follow these steps to make an effective ABM campaign: Create a team that is dedicated to ABM only Clear your goals and then make a strategy Find your technology Identify the right accounts Pick the right channels Execute your campaigns Measure everything Choose messaging platform Spread relevant content (messages) Why is ABM important? ABM supports structure marketing efforts and resources on your key accounts to drive the most revenue. Doing ABM will maximize the efficiency of your B2B marketing resources. It will also help build the communication channel with sales to have an aligned sales and marketing organization. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is an ABM marketing campaign?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing (ABM) strategy concentrates resources on a set of target accounts within a market. The campaigns designed are to engage each account, basing the marketing message on the specific attributes and needs of the account." } },{ "@type": "Question", "name": "How do I make an ABM campaign?", "acceptedAnswer": { "@type": "Answer", "text": "Follow these steps to make an effective ABM campaign: • Create a team that is dedicated to ABM only • Clear your goals and then make a strategy • Find your technology • Identify the right accounts • Pick the right channels • Execute your campaigns • Measure everything • Choose the messaging platform • Spread relevant content (messages)" } },{ "@type": "Question", "name": "Why is ABM important?", "acceptedAnswer": { "@type": "Answer", "text": "ABM supports structure marketing efforts and resources on your key accounts to drive the most revenue. Doing ABM will maximize the efficiency of your B2B marketing resources. It will also help build the communication channel with sales to have an aligned sales and marketing organization." } }] }

Read More

Spotlight

Wunderman

We are Wunderman, a global digital agency that is 'Creatively Driven. Data Inspired.' In a world where clients struggle to derive value from the volumes of data they collect, our 9,200 data scientists, creatives and executives in 70 markets identify powerful cultural insights to build campaigns that inspire action and deliver measurable business results.

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