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Kapost

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Buyer Intent Data

How to Create an Effective AI Marketing Strategy?

Article | March 6, 2023

Introduction The application of AI marketing technology is picking up pace because of its many advantages. According to a 2020 Deloitte survey, 74% of AI adopters agree that AI will be a part of all their enterprise applications by 2023. What does an AI-based marketing strategy look like, and how do you make the most of it? This article gets into the nitty-gritty of AI marketing technology and how to implement it in ABM so you can maximize your business performance and outputs. AI’s Role in Marketing Thanks to its accuracy, B2C businesses use AI marketing technology to target their customers with product or service recommendations. The following are some use cases of AI-based B2C marketing: Personalization AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment. Event Communication Emails informing customers of upcoming sales, special access, or exciting offers are sent out via AI technology. Weekend offer emailers, special discount codes, and new product updates are a result of event communication automation so that customers can be informed before time about upcoming events. Real-time Content Trending topics, investments, event promotions, webinars, customer feedback, product availability, bestselling combo, weather reports, and new blog post updates are provided in real-time to maintain an active connection with customers. Businesses do this by using the ‘open time content’ AI technology. Manually executing 1-to-1 marketing strategies is nearly impossible, impractical, and does not see much success. AI helps streamline these strategies and executes them effortlessly. What Goes into Creating an Effective ABM Strategy? For an ABM strategy to work, businesses need to follow these steps: Preparing for the ABM Strategy Organizational readiness is crucial for implementing ABM. Make sure you have a budget and an achievable timeline to execute the strategy, team members who can anchor it, and an understanding of ABM metrics so you can make the most of it. Synergy Between Marketing and Sales Teams Your sales and marketing teams should be in sync and not at loggerheads due to account-level communication issues. Discussing the benefits of ABM with both the teams beforehand and coming to a strategic agreement to implement ABM can help them align their goals while executing the ABM strategy. Identifying Target Segments Your ABM strategy can do wonders for your business only if you have a precise segmentation of data. Use dimensions like business size, annual revenue, current spending, projected spending, targeted products, geography, open opportunities, closed opportunities, etc., to identify your target segments. Zeroing-in on a Priority Having a clear priority helps you streamline your ABM strategy. It should either be acquisition (acquiring new accounts), retention (retaining existing accounts), or expansion (expanding the scope of accounts). Without a clear priority, any ABM strategy may not yield expected results because the efforts won’t be concentrated towards a single goal. Leveraging AI in ABM Strategy In an interview with Media 7, Daniel Englebretson, founder of Khronos, spoke about AI’s impact on the future of ABM. “From my perspective, B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolve data challenges, and enhance targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experiences.” Introducing AI into your ABM strategy can help you in the following way: Content Personalization Once you know your customer’s pain points and interests, you can focus on providing them personalized solutions, products, or services they desire. Of course, personalizing content is complex, but AI makes it easier by offering the technological capacity to deliver what your customer wants. Efficient Resource Management Without customer profiling, an ABM strategy cannot achieve the expected output. AI can assist with data crawling the internet to find out important customer information. Also, it segments data acquired from CRM, which gives you more information about a customer than any other generic data. This data is helpful for lead qualification and creating heavily personalized content for a customer. Since AI does all the heavy lifting, you can allocate your resources to building and nurturing a relationship with the customer. Automation AI-based marketing in ABM generates automated insights for lead generation. It also highlights campaign performance related to specific, high-value accounts and suggests steps to engage a prospect. Digital marketing and automation are a dynamic duo where AI brings about intelligent marketing automation. Efficient email campaigns are run when executed by automation. Email marketing companies like MailChimp target customers based on insights to achieve more conversions. When AI and big data use CRM data, large chunks of user information can be collected from different platforms. This information can help with formulating a successful ABM strategy. ABM Optimization and Predictive Insights To analyze intent, AI processes data in real-time and gives predictive insights to help with ABM optimization. As a result, it is easier to merge data from different sources with AI-enabled tools, achieve predictive analysis, manage recommendations in real-time, and understand competitor strategies through social media. AI can also interpret images correctly. Enhancing Communications Use AI for building a strong relationship with your customer. Personalizing communication by using customer data can be easily achieved with AI. What Is the Future of AI-enabled ABM Strategy? ABM, with an AI marketing strategy, has a bright future ahead of it. Demandbase recently conducted a survey in which they found that 80% of marketers had plans to integrate AI into their ABM marketing strategy. Another survey conducted by MarketingProfs concluded that businesses that used AI in their ABM strategies had 59% higher closing rates as compared to others. They saw a 58% increase in their revenue and a 52% increase in their conversions. Ways Salesforce's AI Einstein Aided U.S. Bank in Growing Revenue The U.S. bank used Salesforce’s sales cloud AI, Einstein, to boost their revenue. Their lead conversion rate increased 2.35 times after implementing Einstein. They were able to create a model to predict lead conversion. They did this by using Einstein to search through customized historical lead data. “We work to build high-quality, personalized relationships between our customers and their financial advisors or commercial bankers. There is nothing that replaces that person-to-person interaction. What AI allows us to do is augment that relationship. We can provide our teams with better data and smarter insights, which helps them establish stronger relationships.” – Srini Nallasivan, Chief Analytics Officer, U.S. Bank Summing It Up AI-based marketing can enhance your ABM strategy only if qualitative data is available. Therefore, businesses will need to have clear marketing goals and turn data into an asset. FAQs What are the challenges in the AI-based ABM strategy? Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging. How can AI help in strengthening your ABM strategy? AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion. What does a strong AI-based ABM strategy do for your business? A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What Are the Challenges in the AI-based ABM Strategy?", "acceptedAnswer": { "@type": "Answer", "text": "Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging." } },{ "@type": "Question", "name": "How Can AI Help in Strengthening Your ABM Strategy?", "acceptedAnswer": { "@type": "Answer", "text": "AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion." } },{ "@type": "Question", "name": "What Does a Strong AI-based ABM Strategy Do for Your Business?", "acceptedAnswer": { "@type": "Answer", "text": "A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion." } }] }

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Core ABM

5 Must-ask Questions about ABM Strategy Implementation

Article | June 20, 2023

ABM in Marketing Account-based marketing (ABM) is diametrically opposite of traditional marketing. Instead of targeting all kinds of customers with generic content, it targets only the most lucrative accounts using personalized content. This concentrated targeting results in more conversions, longer business associations, expansion, and account retention. In an interview with Media 7, Clive Armitage, CEO of Agent3, said, “If you are not utilizing the power of data, technology and content then you are failing to be a modern marketer.” ABM leverages firmographic data (basic info), technographic data (data about the kind of technology the lead uses), intent data (lead behavior), and engagement data (data gained through form filling, and event attendance) to target accounts and segment them based on priority. A 2020 benchmark study by the Information Technology Services Marketing Association (ITSMA) found that 76% of companies reported a higher ROI with ABM than other marketing types. How Does ABM Contribute to Revenue Growth? ABM drives higher ROI and measurable sales using marketing campaigns created by both sales and marketing teams. A successful ABM strategy has components like these: Targeting the right accounts and managing them Cross-channel engagement Measuring and dynamically optimizing the ABM programs using specialized dashboards to map targets, programs, and revenue metrics created by an account-based marketing software ABM helps scale business revenue in the following ways: Shows a Clear ROI Businesses prefer precise results from their marketing strategies. ABM prioritizes ROI. It gives the highest ROI compared to any other B2B marketing strategy because it targets the highest-value accounts that meet defined criteria through custom campaigns addressing their needs and pain points. Helps with Resource Allocation ABM focuses only on high-value accounts. Consequently, companies can allocate their resources better and save time and money. Engages the Audience Personalized content means targeted accounts see only the content they can relate to so there is increased engagement and interaction. Can Be Tracked Every Step of the Way ABM metrics can be tracked every step of the way, so there is a clear idea of what is working and what isn’t. Important metrics include ROI, engagement, awareness, target account reach, and influence. Aligns Sales and Marketing Teams ABM aligns sales and marketing teams by helping them find common ground for their goals and objectives. 5 Must-ask Questions about ABM Strategy Implementation Account-based marketing questions about ABM technology and strategy arise when businesses transition from traditional lead generation techniques to ABM. The following five must-ask questions about account-based marketing can be the keys to transitioning to ABM: How to Create an ABM Strategy That Works? To create an ABM strategy that works, follow these steps: Define your target accounts. Identify the key decision-makers of your target accounts. Personalize your content to cater to your target accounts. Choose appropriate channels to approach your target accounts. Formulate campaigns to engage the target accounts. Measure the success of your campaign using correct metrics. What Things Should You Consider Before Allocating a Budget for ABM? It is pretty challenging to find the correct answer to this question. The cost of tools, channels, and individual items keeps varying. Money spent on-field events, content creation to cater to target accounts, ads, trade shows, research, and intent data collection factors into budgeting. To make budgeting easier, consider bifurcating the expenses into categories like technology (CRM, marketing automation systems, and data management platforms), human resources (data analysts, social media associates, and content strategists), events (one-on-one meets, trade shows, and webinars), media campaigns and direct mail. How to Decide on the Size of the Target Accounts? The size of your target accounts depends on your business goals (acquisition, retention, expansion), team size, and initiatives on an organizational level. Tiering accounts into three categories using data, technology, and thorough research has worked out for several businesses. Tier 1: These are the accounts that fit your ideal customer profile (ICP) bill perfectly and have high strategic value. Tier 2: These accounts have an excellent ICP but lower lifetime value. Tier 3: These accounts meet only some criteria of ICP. Pursue these accounts but don’t go overboard to get their business. What Metrics Should Be Used to Map ABM Success? The biggest advantage of an ABM strategy is that its success can be measured. To measure this success, you need to focus on important KPIs like: Engagement: This includes email metrics, social metrics, consumption rates, and offline activity metrics. Awareness: This KPI measures how aware your target accounts are of your brand, how credible they think it is and how they respond to it. Influence: Measure how your ABM campaign contributes to the lead conversion rate, and increase the frequency and volume of your lead interactions. Target Account Reach: With the help of ABM tools, this KPI measures the percentage of the target account’s engaged decision-makers. ROI: Mapping ROI is essential for assessing the success of an ABM strategy. ABM gives better ROI as compared to other marketing strategies. Other metrics to consider are value, customer retention, and sales metrics. Who Should Be on the ABM Team? To begin with, your ABM team should have leadership that knows ABM and its implementation. Key decision-makers from the marketing, sales, and operations departments should be on this leadership team. It should work on setting goals, overseeing the implementation of the ABM strategy, and mapping its success. How DocuSign Used ABM to Increase Their Customer Engagement and Sales Pipeline by 22% “We have more awareness and educational content that’s reaching our non-engaged accounts. And we will dedicate a lower level of spend to that program so that we are prioritizing our spend on our more engaged accounts.” - Perri Gardner, Director of ABM, DocuSign. By using ABM to target high-value accounts and categorizing their spending based on the value of those accounts, DocuSign increased their customer engagement and sales pipeline by 22%. Conclusion Transitioning from a traditional marketing strategy to account-based marketing is vital to drive ROI, engagement, brand awareness, and influence. Correctly implementing an ABM strategy contributes to revenue growth through quicker lead conversions, proper allocation of resources, and a targeted approach. FAQ What is the first step in implementing an ABM strategy? The first step of implementing the ABM strategy is to define the accounts you want to target. Is ABM better than a traditional lead-based marketing strategy? Yes. As of 2021, 70% of marketers are using ABM and are seeing a remarkable increase in their ROI. What does an ABM strategy depend on? An ABM strategy depends on high-quality intent data. Content personalization, account segmentation, and lead nurturing cannot be achieved without it.

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Account Based Data

Steps for Building an ABM Program like Salesforce

Article | August 19, 2022

Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy. In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began. "B2B companies should adopt ABM technology to level up their communications and react quickly." ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams. Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform? How Salesforce Created Its ABM Program Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program: Defining ABM Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts. An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are. By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services. Choosing a Suitable Account-based Platform Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program. Putting Together a Dedicated Team to Ensure ABM Program’s Success Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations. Identifying Strategic Target Accounts With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP). Engaging the Target Accounts After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI. Using Data for Continued Engagement Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage. Cultivating Customer Relationships Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with. Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously. By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI. How Salesforce Got a 30 Percent Close Rate by Using ABM Technology While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign. Creating an ABM Program like Salesforce Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue. To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next: Do you think ABM is right for your business? Are there any customer accounts that require special attention? Can your business fund expert consultation for ABM and eventually an ABM program? Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business. Conclusion ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth. FAQ How does ABM differ from a traditional lead generation marketing strategy? ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts. What is an ABM platform? An ABM platform is a technology that helps marketers run their ABM programs at scale. Why is ABM important in your marketing efforts? With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.

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Buyer Intent Data

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

Article | March 6, 2023

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

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Kapost

Kapost partners with marketers as they build and manage a content operation that produces and delivers the right content to the right customer at the right time at scale. Kapost offers benchmarked, expert consulting services and a comprehensive software platform to support marketers as they apply a new operating model to the processes and software with which they plan, produce, distribute and analyze marketing content.

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G2 Annual Report Ranks Sendoso as Best Account-Based Direct Mail Provider for Third Consecutive Year

Business Wire | March 31, 2023

Sendoso, the global industry leader in direct marketing automation, has been named the No. 1 provider in Account-Based Direct Mail for the third straight year by G2, the world’s largest tech marketplace. Sendoso’s top recognition out of nearly 150,000 companies on G2 highlights the company’s continued commitment to providing innovative solutions to help sales and marketing teams engage with customers in more personalized and effective ways. G2’s Account-Based Direct Mail Report, which is based on verified reviews from actual users, evaluates software solutions that enable businesses to send targeted, personalized, and trackable direct mail to prospects and customers. Sendoso scored the highest in both customer satisfaction and market presence among verified reviews, culminating in its top billing. “We continue to develop new and innovative ways to strengthen relationships between businesses and their clients, and this achievement validates our efforts,” said Kris Rudeegraap, Sendoso CEO and co-founder. “Personalized and impactful outreach has been at the forefront of our values since day one, and to be recognized by G2 not just multiple times but in three consecutive years is truly an honor. This ranking motivates us to continue pushing the boundaries of what’s possible to make those connections deeper and more authentic.” According to G2, to be included in the Account-Based Direct Mail category, a product must: Provide the ability to send personalized, one-to-one direct mail, or gifts, to contacts within a company’s targeted accounts. Enable companies to measure the impact and ROI of an account-based direct mail campaign. Sendoso’s sending platform empowers businesses to send highly personalized gifts, eGifts, and branded merchandise, as well as direct mail and handwritten notes, to prospects and customers at scale. "Sendoso's total commitment to customer satisfaction continues to be validated by nearly 900 authentic customer reviews, and thus have earned G2 Leader recognition in the Account-Based Direct Mail category for a third-straight year,” said Godard Abel, co-founder and CEO of G2. To learn more about Sendoso and its award winning platform, visit sendoso.com. About Sendoso Sendoso is the global leader in Direct Marketing Automation, creating, curating and delivering automated, meaningful experiences for customers of all sizes. The trusted partner of Fortune 100 and Fortune 500 companies worldwide, Sendoso helps customers generate new pipelines, utilize account-based efforts, boost customer retention and increase upsell and cross sell. Sendoso has locations across North America, Europe, and Asia Pacific, and has had more than 800 customers leverage its proven automated solution to deliver nearly four million sends worldwide. Learn more at sendoso.com. About G2 G2 is the world’s largest B2B tech marketplace, connecting millions of businesses with the products and services they need to grow. G2 offers unbiased ratings and reviews of software and services based on user feedback and market presence, making it easier for businesses to make informed decisions when selecting technology solutions. The platform is home to over one million reviews and counting, with more than five million visitors each month. Headquartered in Chicago, G2 has offices in San Francisco, London, and Bangalore. For more information, please visit www.g2.com.

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Account Based Analytics, Targeted Account Strategy

New B2B Sales and Marketing Approach by Influ2 is Based on Person-based Advertising

Influ2 | January 10, 2023

Influ2, a person-based advertising platform, is hosting a webinar titled "Beyond Alignment: A New Approach to Sales and Marketing for B2B," which addresses how businesses can adapt to changes in preferred buying methods in light of an economic downturn. The webinar will show how to get your sales and marketing teams to work together so that you can react quickly to changes in how your customers act. The webinar, led by the CEO of Influ2 and featuring a principal analyst from Forrester, will discuss how businesses can structure their approach to B2B marketing, sales, and customer success to drive revenue, how marketing can support sales, and what metrics are important for a customer-focused organization. The webinar aims to help organizations become more agile in their approach to B2B marketing, sales, and customer success, enabling them to create better customer experiences that drive greater ROI. “Marketing and sales alignment is impossible if these teams focus on different stages of the funnel,” said Dmitri Lisitski, CEO and co-founder of Influ2. “True marketing and sales alignment arises when they talk to the same audience in the unified funnel where there is no hand-off between marketing and sales and MQL/MQAs are secondary, if not obsolete.” (Source: Globenewswire) The webinar will also focus on the importance of understanding buyer personas and reaching each individual with personalized content. The event will also detail the importance of marketing and sales alignment, the buyer group experience, and how to achieve pipeline momentum. The webinar will serve as a valuable resource for businesses looking to adapt to the changing buying habits of their customers, especially in the midst of an economic downturn. About Influ2 Influ2 is a Person-Based Advertising platform for B2B companies. It was developed specifically for B2B marketers who want to expand the reach of their businesses and increase their revenue. It serves advertisements to specific decision-makers through display and social networks and provides sales with person-based and buying group insights that drive engagement within their target accounts. These insights can be driven by the fact that it serves advertisements. In environments where people's attention is limited, Influ2 helps you get in front of people who want to engage with you and drives engagement with them.

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Account Based Advertising, Targeted Account Strategy

The changing face of brand building in B2B boardrooms

transmission | August 10, 2022

Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years. For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line. The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’. But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority. B2B buyers want more from business: The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership. Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit. "COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us." - Survey response from a B2B marketing leader. B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience. Competition is at an all-time high: The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth. As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic. "We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before." - Survey response from a B2B marketing leader. However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves. Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience. New approaches, old problems: Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs. This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance. Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand. Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term. Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.

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Account Based Execution

G2 Annual Report Ranks Sendoso as Best Account-Based Direct Mail Provider for Third Consecutive Year

Business Wire | March 31, 2023

Sendoso, the global industry leader in direct marketing automation, has been named the No. 1 provider in Account-Based Direct Mail for the third straight year by G2, the world’s largest tech marketplace. Sendoso’s top recognition out of nearly 150,000 companies on G2 highlights the company’s continued commitment to providing innovative solutions to help sales and marketing teams engage with customers in more personalized and effective ways. G2’s Account-Based Direct Mail Report, which is based on verified reviews from actual users, evaluates software solutions that enable businesses to send targeted, personalized, and trackable direct mail to prospects and customers. Sendoso scored the highest in both customer satisfaction and market presence among verified reviews, culminating in its top billing. “We continue to develop new and innovative ways to strengthen relationships between businesses and their clients, and this achievement validates our efforts,” said Kris Rudeegraap, Sendoso CEO and co-founder. “Personalized and impactful outreach has been at the forefront of our values since day one, and to be recognized by G2 not just multiple times but in three consecutive years is truly an honor. This ranking motivates us to continue pushing the boundaries of what’s possible to make those connections deeper and more authentic.” According to G2, to be included in the Account-Based Direct Mail category, a product must: Provide the ability to send personalized, one-to-one direct mail, or gifts, to contacts within a company’s targeted accounts. Enable companies to measure the impact and ROI of an account-based direct mail campaign. Sendoso’s sending platform empowers businesses to send highly personalized gifts, eGifts, and branded merchandise, as well as direct mail and handwritten notes, to prospects and customers at scale. "Sendoso's total commitment to customer satisfaction continues to be validated by nearly 900 authentic customer reviews, and thus have earned G2 Leader recognition in the Account-Based Direct Mail category for a third-straight year,” said Godard Abel, co-founder and CEO of G2. To learn more about Sendoso and its award winning platform, visit sendoso.com. About Sendoso Sendoso is the global leader in Direct Marketing Automation, creating, curating and delivering automated, meaningful experiences for customers of all sizes. The trusted partner of Fortune 100 and Fortune 500 companies worldwide, Sendoso helps customers generate new pipelines, utilize account-based efforts, boost customer retention and increase upsell and cross sell. Sendoso has locations across North America, Europe, and Asia Pacific, and has had more than 800 customers leverage its proven automated solution to deliver nearly four million sends worldwide. Learn more at sendoso.com. About G2 G2 is the world’s largest B2B tech marketplace, connecting millions of businesses with the products and services they need to grow. G2 offers unbiased ratings and reviews of software and services based on user feedback and market presence, making it easier for businesses to make informed decisions when selecting technology solutions. The platform is home to over one million reviews and counting, with more than five million visitors each month. Headquartered in Chicago, G2 has offices in San Francisco, London, and Bangalore. For more information, please visit www.g2.com.

Read More

Account Based Analytics, Targeted Account Strategy

New B2B Sales and Marketing Approach by Influ2 is Based on Person-based Advertising

Influ2 | January 10, 2023

Influ2, a person-based advertising platform, is hosting a webinar titled "Beyond Alignment: A New Approach to Sales and Marketing for B2B," which addresses how businesses can adapt to changes in preferred buying methods in light of an economic downturn. The webinar will show how to get your sales and marketing teams to work together so that you can react quickly to changes in how your customers act. The webinar, led by the CEO of Influ2 and featuring a principal analyst from Forrester, will discuss how businesses can structure their approach to B2B marketing, sales, and customer success to drive revenue, how marketing can support sales, and what metrics are important for a customer-focused organization. The webinar aims to help organizations become more agile in their approach to B2B marketing, sales, and customer success, enabling them to create better customer experiences that drive greater ROI. “Marketing and sales alignment is impossible if these teams focus on different stages of the funnel,” said Dmitri Lisitski, CEO and co-founder of Influ2. “True marketing and sales alignment arises when they talk to the same audience in the unified funnel where there is no hand-off between marketing and sales and MQL/MQAs are secondary, if not obsolete.” (Source: Globenewswire) The webinar will also focus on the importance of understanding buyer personas and reaching each individual with personalized content. The event will also detail the importance of marketing and sales alignment, the buyer group experience, and how to achieve pipeline momentum. The webinar will serve as a valuable resource for businesses looking to adapt to the changing buying habits of their customers, especially in the midst of an economic downturn. About Influ2 Influ2 is a Person-Based Advertising platform for B2B companies. It was developed specifically for B2B marketers who want to expand the reach of their businesses and increase their revenue. It serves advertisements to specific decision-makers through display and social networks and provides sales with person-based and buying group insights that drive engagement within their target accounts. These insights can be driven by the fact that it serves advertisements. In environments where people's attention is limited, Influ2 helps you get in front of people who want to engage with you and drives engagement with them.

Read More

Account Based Advertising, Targeted Account Strategy

The changing face of brand building in B2B boardrooms

transmission | August 10, 2022

Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years. For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line. The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’. But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority. B2B buyers want more from business: The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership. Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit. "COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us." - Survey response from a B2B marketing leader. B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience. Competition is at an all-time high: The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth. As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic. "We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before." - Survey response from a B2B marketing leader. However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves. Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience. New approaches, old problems: Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs. This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance. Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand. Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term. Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.

Read More

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