Cookie-less ABM: What Should B2B Marketers Expect?

Apurva Pathak | July 8, 2022 | 289 views | Read Time : 08:00 min

Cookie-less ABM
Third-party cookie restrictions or outright bans were an inevitable step in the evolution of data protection. As a result, B2B marketers are preparing for a cookie-less future in which third-party data will no longer direct them to potential clients. They must now prepare new tactics to execute account-based marketing (ABM) strategies.

Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.”

Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.”

In light of the demise of third-party cookies, where can B2B marketers turn for reliable information? Let us find out.

First-Party Cookies

When it comes to potential customers, first-party cookies are the most dependable source of information. These cookies assist in monitoring audience behavior when they visit our websites and engage with our content. Based on recent interactions, first-party cookie data will produce more relevant content.

Data Points

When developing ABM strategies, delve deeper into first-party data and use locations and keywords. B2B marketers can then contextualize the content and figure out what prompted the viewer to interact with it in the first place.

Tracking Technologies

Tracking technologies like reverse IP tracking are legal and can aid your ABM campaigns. This technology enables businesses to conduct reverse IP searches and access the top-level domain data that IP produces. The name of the business hosting that IP and the other details of those who registered the business IP can be accessed. Using this information, B2B marketers can develop an effective target list and pursue the target accounts with personalized content.

Contextual Advertising

Contextual advertising displays advertisements to website visitors based on the content they are currently viewing. As a result, the visitors find these ads relevant to their needs and are more receptive to them.

ABM Success Requires Reliable Data

Using primary data sources will provide direct feedback on the relevance of your content based on interactions with potential clients. As we enter this first-party world, you must remain agile, with new ABM tactics ready to guide clients toward successful partnerships.

Spotlight

FORGE WORLDWIDE

Forge Worldwide is a 25-person digital agency in Boston. The company specializes in content marketing, branding, advertising, and digital strategy. A rehabilitation network that owned several centers under different names was having trouble growing brand awareness. Forge Worldwide helped the company conduct research and created marketing materials such as a new logo and stationery. This helped the network in merging the centers into one name.

OTHER ARTICLES
ACCOUNT BASED EXECUTION

Intent Marketing: Removing Guesswork Out of Marketing

Article | July 13, 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.

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ACCOUNT BASED DATA

Account Selection: How To Win Before You Start

Article | August 19, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

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PROGRAMMATIC ABM

5 Steps for Succeeding in Account-Based Marketing

Article | June 9, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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Spotlight

FORGE WORLDWIDE

Forge Worldwide is a 25-person digital agency in Boston. The company specializes in content marketing, branding, advertising, and digital strategy. A rehabilitation network that owned several centers under different names was having trouble growing brand awareness. Forge Worldwide helped the company conduct research and created marketing materials such as a new logo and stationery. This helped the network in merging the centers into one name.

Related News

ABM ACCOUNTS

Channel99 Debuts to Enable B2B Marketers the Ability to Measure and Benchmark the Performance of Channels and Vendors

Channel99, Jackson Square Ventures | December 01, 2022

Channel99 today announced the launch of a new marketing technology for B2B marketers to identify the vendors and channels that effectively drive high-quality website traffic from accounts in a company's total addressable market (TAM). By integrating vendor spend data to measure marketing's investment efficiency, Channel99's solutions enable businesses to level the playing field and understand which vendors and channels predictably impact the business outcomes most important to B2B marketers, like positively influencing pipeline and lowering customer acquisition costs. Channel99 is founded by award-winning and three-time software entrepreneur Chris Golec, who pioneered the account-based marketing (ABM) technology category while leading Demandbase. In conjunction with its launch, the company also announced it received $5 million in seed funding led by San Francisco-based Jackson Square Ventures (JSV) with participation by Norwest Ventures, Bloomberg Beta and GTMfund. "Many people don't realize that more than 90% of activity driven to a B2B website provides little to no value when it comes to driving new business," says Golec. "With investments across hundreds of vendors and channels, the industry desperately needs a single source of truth to consistently measure the efficacy of their efforts. That's exactly what Channel99 provides — transparency to pinpoint what's working and what's not." Free mobile app offers immediate insights to channel performance Channel99's launch offering includes a free mobile app that enables marketers to benchmark the performance of their digital channels against industry averages. Nearly 100 customers of various sizes and across industries — including F500 enterprises and middle market companies in technology, manufacturing, retail and financial services — are already using Channel99's mobile app to collect insights into which vendors and channels are driving quality traffic from their key accounts. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "No more guessing games; Channel99's data and peer benchmarking makes it easy to decide where to invest budget and where to cut." Reinvesting in technology and talent JSV is known for investing in early-stage SaaS and marketplace startups with bold plans to transform industries, including B2B software standouts like DocuSign, Upwork and Seismic. JSV is also bullish on reinvesting in entrepreneurs with a proven ability to shape the market. Golec pioneered ABM with the founding of Demandbase in 2007, a company in which JSV is the largest shareholder. Demandbase is widely recognized as the industry's leading provider of ABM, which has evolved into a staple in all B2B marketing strategies. "Our decision to invest in a company is not based on the product offering alone; we must have firm conviction in the team," says Bob Spinner, Founding Partner at Jackson Square Ventures and lead investor in Channel99. "We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we've seen firsthand how Chris can establish, manage, scale and lead a company to category ownership. We're proud to invest in him again." Early next year, Channel99 will release its full platform. The enterprise solution will integrate vendor spend and customer relationship management (CRM) data with insights to maximize pipeline, eliminate wasted budget and increase transparency into vendor and channel performance. About Channel99 Channel99 is a B2B performance marketing platform that unites marketing and finance teams to more effectively improve the value of marketing investment. By measuring the performance of vendors and channels driving high-quality website traffic, Channel99 helps B2B companies gain more meaningful and accurate insights into which investments reduce dollar inefficiencies, lower customer acquisition cost, and more predictably exceed sales pipeline numbers. Pioneering the next wave of B2B marketing, Channel99 provides the industry's only solution for measuring the quality of the channels generating pipeline. Learn more at www.channel99.com. About Jackson Square Ventures Jackson Square Ventures invests in early-stage software businesses that will be leaders in markets that matter in 10 years. Founded in 2011, the San Francisco-based firm primarily leads Series A investments in companies with a SaaS or marketplace focus. Its portfolio includes Alto Pharmacy, Artera, Cornershop, DocuSign, Jackbox Games, Seismic, Strava and Upwork, among others. For more information, follow the firm on Twitter or visit www.jsv.com.

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BUYER INTENT DATA

RollWorks Ushers in New Level of Intent Data Sophistication with Open Beta of Keyword Intent

RollWorks | December 02, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today unveiled the open beta of RollWorks Keyword Intent. The company's proprietary intent offering helps marketing and sales teams track intent signals that make sense for their business, find more accounts showing those relevant readiness signals, prioritize accounts, and personalize messaging based on the content they are engaging with throughout the buying journey. When RollWorks Keyword Intent is layered with intent from partners Bombora and G2, RollWorks has the industry's most sophisticated intent data approach. "Keyword Intent is a groundbreaking new solution that raises the bar for intent data," said Mike Stocker, SVP of Partnerships, RollWorks. "RollWorks' unique approach is not and either/or but all — by offering our own keyword intent data, combined with best-in-class Bombora Intent and G2 buyer intent, we are providing multiple, corroborating sources of intent that give organizations the best possible results to allow them to be more certain that an account is actually in market. We're the only solution with this level of sophistication." RollWorks Keyword Intent: A Multi-Layered Intent Data Approach With finite resources, marketers and sales teams can't target all of their accounts at once. As a result, they may miss out on in-market accounts or get the granularity they need, such as which messaging will resonate with their target audience to drive strong engagement. Running high-performing, efficient campaigns is key to their success. When layered on top of Bombora and G2 intent in the RollWorks platform, Keyword Intent gives B2B organizations greater confidence and certainty that the accounts they reach out to are actually in market. It helps them tap into unknown audiences that are ready to buy, and they no longer have to cast a wide net and sift through unqualified leads. Features and benefits of Keyword Intent: Find accounts that are showing intent on terms that you weren't able to track before (e.g. very specific product names or competitor names) Get keyword recommendations to understand what you should be tracking based on your existing site content Achieve a better understanding of what accounts are researching Gain greater confidence that accounts are really showing intent through the layering of multiple intent data sources with different methodologies Unlock more ways to utilize keyword intent data "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. "With a high level of granularity and flexibility in keyword selection, Keyword Intent gives marketing and sales teams more meaningful and precise intent signals to enable better account identification and prioritization of accounts. This allows organizations to quickly fill gaps in their current go-to-market strategy while growing and protecting their current business." "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. The opportunity for intent data in 2023 is promising — In a recent RollWorks survey of 1,000 marketers, nearly 1 in 5 (18%) rely on intent data as a core tool in their martech stack. RollWorks customers who use intent data say: "We are getting more informed, personalized conversations with prospects thanks to the magic of intent topics - an incredibly impactful feature." "We're reaching more accounts in our ICP than ever before. Also, it's giving us intent data so we're able to help our new business team focus on more qualified accounts. In our past, our target account lists weren't as strategic as they are now and that's thanks to the data we are receiving from Rollworks. I think it's helping our marketing and sales teams align much more than we ever had in the past and it keeps us focused based on data rather than assumptions." "I also love the intent data that as an SMB organization was too expensive to get separately. It's great to have it here within RollWorks." Visit RollWorks to learn more about how Keyword Intent can give you greater confidence that the accounts you reach out to are really in market. 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

BUYER INTENT DATA

Bombora Hires Jeff Marcoux as CMO and Elena Drozd as VP of Data Science

Bombora | December 01, 2022

Bombora, the leading provider of B2B Intent data solutions, today announced that it has hired Jeff Marcoux as Chief Marketing Officer and Elena Drozd, Ph.D, as Vice President of Data Science. Marc Johnson, the current CMO & GM, will shift to the role of Chief Operating Officer. Marcoux, a veteran marketer who has twice worked with Bombora as a customer, has been working closely with Bombora’s marketing team as a consultant for the past year. Prior to that, he was Head of Product & Vertical Marketing at Icertis. He has also held leadership roles at TTEC and Microsoft. Marcoux is also a professor of marketing at Oregon State University, teaching advanced digital marketing and demand generation courses. Drozd joins Bombora from Oracle, where she most recently served as Senior Director, Data Science & Advanced Analytics. Across more than 16 years with Oracle, Drozd built and managed a global team of data scientists, data engineers, and marketing analysts. At Bombora, she will oversee the proprietary and patented methods and models that make Bombora the only company to witness the complete buyer’s journey across its data cooperative. Johnson joined Bombora as CMO & GM in 2016 and has built the company into the most widely known and respected brand in the B2B data space by making the Company Surge® product synonymous with Intent data. As COO, he will focus on alignment and operational efficiency across the company. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “As former customers, both Jeff and Elena have seen firsthand how our unique product can drive results across an enterprise. Meanwhile, Marc has been instrumental in the company’s growth, in terms of both reputation and the bottom line. These are three incredibly critical roles and I’m grateful to have such exceptional talent and experience to add to our organization.” The new hires come on the heels of a strong year that saw Bombora recognized by some of the advertising and technology world’s biggest awards. In November, the company was the gold winner for the top small- and medium-sized business marketing program in the 25th Annual Marketing Excellence Awards from Momentum ITSMA. Earlier this year, Bombora was named one of AdExchanger’s 2022 Top 50 Programmatic Power Players. The company was also a finalist in the Digiday Technology Awards in the Best Data Team category and the Adweek 2022 Readers’ Choice: Best of Tech Partner Awards. Bombora’s Company Surge® data tells marketing and sales leaders about which businesses are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

Read More

ABM ACCOUNTS

Channel99 Debuts to Enable B2B Marketers the Ability to Measure and Benchmark the Performance of Channels and Vendors

Channel99, Jackson Square Ventures | December 01, 2022

Channel99 today announced the launch of a new marketing technology for B2B marketers to identify the vendors and channels that effectively drive high-quality website traffic from accounts in a company's total addressable market (TAM). By integrating vendor spend data to measure marketing's investment efficiency, Channel99's solutions enable businesses to level the playing field and understand which vendors and channels predictably impact the business outcomes most important to B2B marketers, like positively influencing pipeline and lowering customer acquisition costs. Channel99 is founded by award-winning and three-time software entrepreneur Chris Golec, who pioneered the account-based marketing (ABM) technology category while leading Demandbase. In conjunction with its launch, the company also announced it received $5 million in seed funding led by San Francisco-based Jackson Square Ventures (JSV) with participation by Norwest Ventures, Bloomberg Beta and GTMfund. "Many people don't realize that more than 90% of activity driven to a B2B website provides little to no value when it comes to driving new business," says Golec. "With investments across hundreds of vendors and channels, the industry desperately needs a single source of truth to consistently measure the efficacy of their efforts. That's exactly what Channel99 provides — transparency to pinpoint what's working and what's not." Free mobile app offers immediate insights to channel performance Channel99's launch offering includes a free mobile app that enables marketers to benchmark the performance of their digital channels against industry averages. Nearly 100 customers of various sizes and across industries — including F500 enterprises and middle market companies in technology, manufacturing, retail and financial services — are already using Channel99's mobile app to collect insights into which vendors and channels are driving quality traffic from their key accounts. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "No more guessing games; Channel99's data and peer benchmarking makes it easy to decide where to invest budget and where to cut." Reinvesting in technology and talent JSV is known for investing in early-stage SaaS and marketplace startups with bold plans to transform industries, including B2B software standouts like DocuSign, Upwork and Seismic. JSV is also bullish on reinvesting in entrepreneurs with a proven ability to shape the market. Golec pioneered ABM with the founding of Demandbase in 2007, a company in which JSV is the largest shareholder. Demandbase is widely recognized as the industry's leading provider of ABM, which has evolved into a staple in all B2B marketing strategies. "Our decision to invest in a company is not based on the product offering alone; we must have firm conviction in the team," says Bob Spinner, Founding Partner at Jackson Square Ventures and lead investor in Channel99. "We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we've seen firsthand how Chris can establish, manage, scale and lead a company to category ownership. We're proud to invest in him again." Early next year, Channel99 will release its full platform. The enterprise solution will integrate vendor spend and customer relationship management (CRM) data with insights to maximize pipeline, eliminate wasted budget and increase transparency into vendor and channel performance. About Channel99 Channel99 is a B2B performance marketing platform that unites marketing and finance teams to more effectively improve the value of marketing investment. By measuring the performance of vendors and channels driving high-quality website traffic, Channel99 helps B2B companies gain more meaningful and accurate insights into which investments reduce dollar inefficiencies, lower customer acquisition cost, and more predictably exceed sales pipeline numbers. Pioneering the next wave of B2B marketing, Channel99 provides the industry's only solution for measuring the quality of the channels generating pipeline. Learn more at www.channel99.com. About Jackson Square Ventures Jackson Square Ventures invests in early-stage software businesses that will be leaders in markets that matter in 10 years. Founded in 2011, the San Francisco-based firm primarily leads Series A investments in companies with a SaaS or marketplace focus. Its portfolio includes Alto Pharmacy, Artera, Cornershop, DocuSign, Jackbox Games, Seismic, Strava and Upwork, among others. For more information, follow the firm on Twitter or visit www.jsv.com.

Read More

BUYER INTENT DATA

RollWorks Ushers in New Level of Intent Data Sophistication with Open Beta of Keyword Intent

RollWorks | December 02, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today unveiled the open beta of RollWorks Keyword Intent. The company's proprietary intent offering helps marketing and sales teams track intent signals that make sense for their business, find more accounts showing those relevant readiness signals, prioritize accounts, and personalize messaging based on the content they are engaging with throughout the buying journey. When RollWorks Keyword Intent is layered with intent from partners Bombora and G2, RollWorks has the industry's most sophisticated intent data approach. "Keyword Intent is a groundbreaking new solution that raises the bar for intent data," said Mike Stocker, SVP of Partnerships, RollWorks. "RollWorks' unique approach is not and either/or but all — by offering our own keyword intent data, combined with best-in-class Bombora Intent and G2 buyer intent, we are providing multiple, corroborating sources of intent that give organizations the best possible results to allow them to be more certain that an account is actually in market. We're the only solution with this level of sophistication." RollWorks Keyword Intent: A Multi-Layered Intent Data Approach With finite resources, marketers and sales teams can't target all of their accounts at once. As a result, they may miss out on in-market accounts or get the granularity they need, such as which messaging will resonate with their target audience to drive strong engagement. Running high-performing, efficient campaigns is key to their success. When layered on top of Bombora and G2 intent in the RollWorks platform, Keyword Intent gives B2B organizations greater confidence and certainty that the accounts they reach out to are actually in market. It helps them tap into unknown audiences that are ready to buy, and they no longer have to cast a wide net and sift through unqualified leads. Features and benefits of Keyword Intent: Find accounts that are showing intent on terms that you weren't able to track before (e.g. very specific product names or competitor names) Get keyword recommendations to understand what you should be tracking based on your existing site content Achieve a better understanding of what accounts are researching Gain greater confidence that accounts are really showing intent through the layering of multiple intent data sources with different methodologies Unlock more ways to utilize keyword intent data "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. "With a high level of granularity and flexibility in keyword selection, Keyword Intent gives marketing and sales teams more meaningful and precise intent signals to enable better account identification and prioritization of accounts. This allows organizations to quickly fill gaps in their current go-to-market strategy while growing and protecting their current business." "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. The opportunity for intent data in 2023 is promising — In a recent RollWorks survey of 1,000 marketers, nearly 1 in 5 (18%) rely on intent data as a core tool in their martech stack. RollWorks customers who use intent data say: "We are getting more informed, personalized conversations with prospects thanks to the magic of intent topics - an incredibly impactful feature." "We're reaching more accounts in our ICP than ever before. Also, it's giving us intent data so we're able to help our new business team focus on more qualified accounts. In our past, our target account lists weren't as strategic as they are now and that's thanks to the data we are receiving from Rollworks. I think it's helping our marketing and sales teams align much more than we ever had in the past and it keeps us focused based on data rather than assumptions." "I also love the intent data that as an SMB organization was too expensive to get separately. It's great to have it here within RollWorks." Visit RollWorks to learn more about how Keyword Intent can give you greater confidence that the accounts you reach out to are really in market. 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

BUYER INTENT DATA

Bombora Hires Jeff Marcoux as CMO and Elena Drozd as VP of Data Science

Bombora | December 01, 2022

Bombora, the leading provider of B2B Intent data solutions, today announced that it has hired Jeff Marcoux as Chief Marketing Officer and Elena Drozd, Ph.D, as Vice President of Data Science. Marc Johnson, the current CMO & GM, will shift to the role of Chief Operating Officer. Marcoux, a veteran marketer who has twice worked with Bombora as a customer, has been working closely with Bombora’s marketing team as a consultant for the past year. Prior to that, he was Head of Product & Vertical Marketing at Icertis. He has also held leadership roles at TTEC and Microsoft. Marcoux is also a professor of marketing at Oregon State University, teaching advanced digital marketing and demand generation courses. Drozd joins Bombora from Oracle, where she most recently served as Senior Director, Data Science & Advanced Analytics. Across more than 16 years with Oracle, Drozd built and managed a global team of data scientists, data engineers, and marketing analysts. At Bombora, she will oversee the proprietary and patented methods and models that make Bombora the only company to witness the complete buyer’s journey across its data cooperative. Johnson joined Bombora as CMO & GM in 2016 and has built the company into the most widely known and respected brand in the B2B data space by making the Company Surge® product synonymous with Intent data. As COO, he will focus on alignment and operational efficiency across the company. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “As former customers, both Jeff and Elena have seen firsthand how our unique product can drive results across an enterprise. Meanwhile, Marc has been instrumental in the company’s growth, in terms of both reputation and the bottom line. These are three incredibly critical roles and I’m grateful to have such exceptional talent and experience to add to our organization.” The new hires come on the heels of a strong year that saw Bombora recognized by some of the advertising and technology world’s biggest awards. In November, the company was the gold winner for the top small- and medium-sized business marketing program in the 25th Annual Marketing Excellence Awards from Momentum ITSMA. Earlier this year, Bombora was named one of AdExchanger’s 2022 Top 50 Programmatic Power Players. The company was also a finalist in the Digiday Technology Awards in the Best Data Team category and the Adweek 2022 Readers’ Choice: Best of Tech Partner Awards. Bombora’s Company Surge® data tells marketing and sales leaders about which businesses are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

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