Demand Excellence: Insights on the New Reality of Integrated Demand Generation

Integrated demand generation is no longer just about diversifying content, promo messaging and lists. You have a lot more options to feed the top of your funnel and to move sales down that funnel. Those options now promise greater rewards, but with greater inherent risks. This series is intended to help you understand the new market dynamics at play, and present you with resources to help navigate the best decisions for your integrated demand generation strategy. Here’s a description of a smart, traditional integrated demand generation strategy: First, you develop a variety of content assets true to your brand that illustrate how your solutions solve problems for your prospective customers. Then, you develop a smart outreach campaign to promote those assets, with a diverse mix of media partners, possibly including keyword marketing. You even do some brand marketing with the goal of boosting recognition — and ultimately response. The leads you drive from these efforts go into the top of a defined sales funnel. You test, measure and refine – and you know the response and conversion metrics that you need to see to be successful. Tried and true, and it works. At least it did work for a long time. But two developments over the past few years have changed the landscape.

Spotlight

Incisive Edge

We are Incisive Edge, a specialist marketing agency for ambitious tech startups. Our goal is simple we drive results for you that help you grow. We began life in strategic sales back in 2009 and it’s still what gives us our competitive advantage today. The approach we have honed over the years is dedicated to putting your sales prospects at the heart of your marketing strategy and nurturing them through their buying journey ensuring your website and campaigns are optimised to generate leads and drive revenue growth.

OTHER ARTICLES
Account Based Data

6 Hard-hitting Lessons for ABM Strategy

Article | August 19, 2022

Account-based marketing has gained momentum incredibly in the B2B industry. ABM promises a higher conversion rate than any other marketing strategy. It is the best personal approach to B2B marketing. If you are new to ABM, here is a little introduction to the strategy. ABM is creating a funnel of your clients and filtering the ones who have higher chances of conversion. Once you have the required data, your sales and marketing team can collaborate to create marketing campaigns for these exclusive clients. This strategy can overcome many challenges faced by the marketing and sales team. Generally, the challenges faced by your businesses can be to Drive retention with the key accounts Deliver relevant content to exclusive customers Boost conversion percentage with the clients most likely to convert Build a strategy for a personalized marketing approach Once you know what ABM is and implement it correctly, your business can easily overcome these challenges. Thus, we have provided some insights on how to overcome hurdles and excel in your ABM campaign. How to Excel in Your ABM Campaign According to B2B data-driven companies, personalization is the biggest challenge to succeed in ABM. Nowadays, B2B clients demand personalization like B2C clients. Now, this is a difficult task as business clients have access to business profiles. Thus, the sales and marketing teams have to develop unique ideas and make extra efforts to personalize campaigns. So basically, this means utilizing the available data in the best way possible. But sometimes, that takes up a massive investment in terms of time and resources. Abhi Yadav, Founder & CTO of Zylotech, says, “Drawing intelligence from data is like pushing a boulder uphill. In most cases, it takes a team of data engineers & scientists an enormous amount of time that comes with a hefty price tag.” So how do you minimize efforts and still excel in your ABM campaign strategy? Well, we have six lessons that organizations have learned while implementing ABM in their marketing strategy. Some of these lessons are answers to why a particular strategy failed. Put Yourself in Your Customer’s Shoes If you have limited access to personal data but have plenty of professional data, put it to the correct use. Put yourself in your customer’s shoes and look at the challenges they are facing at present. You can also think about their future problems and provide solutions to avoid them. Once you think like your customers, strategies and solutions become a simple task. For example, if your targeted client is the MD or CFO of a healthcare sector. Determine how the pandemic has impacted their revenues or how they need to manage personal and government financing in these challenging times. Also, you can provide visionary solutions about future implementations for the healthcare sector. Flip the Funnel The traditional funnel of awareness, interest, consideration, and purchase needs to change. The implementation may work even today, but the conversion process takes time. Thus, it’s time to flip the funnel. Flipping the funnel is the new strategy that is uprooting the traditional funnel. This method implies putting targeted organizations on the top of the funnel and then broadening it. First, it means to target the people of the organizations, then ways to connect them, and then the broadest part is to provide them with appropriate solutions. This funnel strategy has proved to work wonders in the ABM strategy. Personify is the leading constituent management and engagement (CME) platform. Their challenge was to create a funnel for better insights into their target market. Their solution was to partner with product marketing and sales for an ideal customer profile (ICP). Thus the top of the funnel was sorted. Then they researched and set up personalized digital ad campaigns and sales strategies. Thus, these creative campaigns increased their brand awareness, engagement, and conversions. They increased their on-site visitors by 39 times by implementing this strategy. Make the Best Use of Technology There are a plethora of tools available to strategize and implement ABM. But organizations do not make full use of these tools, leading to wastage of time, resources, and resources. Survey the market and know there are tools developed to optimize ABM strategy and keep track of account-based metrics. Implement these tools, and you will notice that your work gets executed faster and in an intelligent way. P.S. Human-assisted AI technologies help organizations to build compelling campaigns and optimize revenue operations. Streamline Your Processes Sometimes organizations do not realize that ABM requires streamlining processes with the regular ones. ABM strategies require experimentation. You have to select the strategy that suits you and your organization in the best way. Thus, ensure that your teams do not get overwhelmed by the process. Thus, define roles, responsibilities, and the entire execution plan when the target accounts are shortlisted. VersionOne, a cloud-based agile application life-cycle management (ALM) software provider, simplified the process by implementing data-driven approaches. Thus, VersionOne gave both teams access to monitor the ABM strategy and the success of the targeted accounts. Thus both the teams worked in collaboration and focused on segmentation. This helped in building a proper pipeline between the sales and marketing teams. This doubled VersionOne’s sales by streamlining the processes between the sales and marketing teams. Focus On Retention ABM is not only targeting exclusive clients and converting them. But you have to track and retain them. Many a time clients convert and the organization forgets to follow up. Thus, it creates a void for current and future clients, as the success rate is incredibly defined by retention. For example, small gestures like regular surveys, emails regarding workflow, and more can play an essential role for the clients to know that you care. Do Not Refrain from Outsourcing Outsourcing is a great way to ease out tasks and get a filtered list of high-value clients. Also, companies that specialize in data-driven technologies can provide you with more relevant information about the clients than your in-house team. So, avail services from experienced companies and industry leaders in providing you with the best list of relevant clients. These professional organizations know the pain-point of the clients, which helps you in planning your ABM strategy. That’s All Folks We hope we have provided you with solutions to the hurdles that you face while strategizing ABM. Remember, ABM strategy cannot be mastered overnight. So set goals, implement ABM, learn from the results and repeat- it is that simple! Frequently Asked Questions Which is the best way to succeed in ABM? The key idea is to focus on the personalization and retention of the clients. Your ABM strategy is likely to succeed if you provide personalized solutions to your exclusive clients. Success in your ABM strategy depends on your team, your account-based marketing campaigns, and the level of experimentation you do. Is it okay to outsource for account-based marketing? If your organization does not want to invest the time, resources, and technology required for ABM, it is good to outsource it. These third-party organizations can help you provide you with a list of the best clients and their information. How important is ABM strategy? ABM is an essential strategy as it helps to shorten the sales process and increases the conversion rate. In addition, it helps an organization concentrate on the most exclusive clients and retain them, thus generating better revenue and ROI. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Which is the best way to succeed in ABM?", "acceptedAnswer": { "@type": "Answer", "text": "The key idea is to focus on the personalization and retention of the clients. Your ABM strategy is likely to succeed if you provide personalized solutions to your exclusive clients. Success in your ABM strategy depends on your team, your account-based marketing campaigns, and the level of experimentation you do." } },{ "@type": "Question", "name": "Is it okay to outsource for account-based marketing?", "acceptedAnswer": { "@type": "Answer", "text": "If your organization does not want to invest the time, resources, and technology required for ABM, it is good to outsource it. These third-party organizations can help you provide you with a list of the best clients and their information." } },{ "@type": "Question", "name": "How important is ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "ABM is an essential strategy as it helps to shorten the sales process and increases the conversion rate. In addition, it helps an organization concentrate on the most exclusive clients and retain them, thus generating better revenue and ROI." } }] }

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Buyer Intent Data

Five Must-Try Software As A Service Growth Hacking Strategies

Article | June 20, 2023

Many businesses employ Software-as-a-Service (SaaS) for its flexibility and simplicity to fulfill their marketing requirements. Different types of SaaS marketing platforms help companies simplify their marketing needs. But growing a SaaS company isn’t easy. It is quite challenging because the industry is flooded with competition. Research had predicted very early on that 73% of the companies would turn all their apps into SaaS by 2021, making SaaS competition fiercer than ever. Marketeers eye for consumers’ already limited attention spans in B2B and B2C spaces.

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Buyer Intent Data

How Does Buyer Intent Data Boost Sales?

Article | August 23, 2022

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

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Account Management

Why Should Tech and Demand Gen Only Support ABM, Not Drive It?

Article | July 7, 2022

Targeted advertising has become the norm on popular ABM platforms. As a result, many marketers have forgotten ABM's principles. Leadership, marketing, revenue, sales enablement, customer success, and product teams should work together to hit ABM numbers instead of completely relying on platforms and demand generation strategies. Here are three reasons why ABM platforms and demand generation campaigns shouldn’t drive your ABM strategy: GTM Teams Cannot Advance Companies focusing on targeted demand gen through technology make their ABM strategy campaign-based instead of focusing on the interactions the sales and marketing teams need to have with target accounts to deliver revenue growth. They struggle with winning multi-year contracts. Ideally, the teams should focus on filling the gaps left by competitors with different content and messaging in order to turn accounts into sales. Buying Journey Support is Limited ABM is about getting key accounts to generate revenue. When teams rely on technology to put out content and messaging for target accounts but don’t change their sales motions, processes, and conversations, their win rates drop. They should change their prospects’ experiences at every stage of the buying journey to deliver an optimal customer experience. Sales Cycles Continue to be Lengthy An ABM strategy should be used to influence both selling conversations and internal conversations that the sales teams are not privy to. Creating demand and building a pipeline through ABM platforms won’t bring revenue growth if there is no follow-through to convert accounts. Teams should engage in account-based enablement and come up with a plan to engage accounts that go dark or get stuck in the buyer journey. Use Technology and Demand Generation in Moderation Remember that ABM platforms and demand gen strategies can enhance your ABM efforts, but they shouldn’t be the driving force behind your ABM strategy. Marketers need to start using ABM to fix the revenue issues in their organizations instead of treating it like a targeted demand-generation function.

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Spotlight

Incisive Edge

We are Incisive Edge, a specialist marketing agency for ambitious tech startups. Our goal is simple we drive results for you that help you grow. We began life in strategic sales back in 2009 and it’s still what gives us our competitive advantage today. The approach we have honed over the years is dedicated to putting your sales prospects at the heart of your marketing strategy and nurturing them through their buying journey ensuring your website and campaigns are optimised to generate leads and drive revenue growth.

Related News

Buyer Intent Data

Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

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Buyer Intent Data

DemandScience Products Earn a Record 53 Awards in Fall 2023 G2 Reports

GlobeNewswire | October 20, 2023

DemandScience, a leading AI-powered B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned a total of 53 awards in G2’s Fall 2023 Reports. Receiving 53 awards from G2’s recognition program is a new record for DemandScience. Highlights include: three Fastest Implementation awards, three Easiest To Do Business With awards, five Momentum Leader awards, and 42 G2 Grid® Report Leader and High Performer awards. At DemandScience, one of our most important goals is to forge trusted partnerships with our clients. Our global team works hard every day to achieve this by providing B2B enterprise organizations with innovative AI-powered marketing solutions that help them tackle complex demand generation problems, exceed their goals and realize a quantifiable return on their investments, said Peter Cannone, Chair and CEO of DemandScience. Since G2 awards are based on verified reviews from real users, being recognized with these awards is a meaningful validation of our approach, the effectiveness of our solutions, and our ability to help clients succeed. In addition to earning more G2 Fall 2023 awards than in any previous quarter, DemandScience won around the world, including the Americas, EMEA, and APAC. News of DemandScience’s G2 wins follows the company’s recent announcement that it is one of only 143 companies in history to be named to the Inc. 5000 list of the fastest-growing private companies for ten consecutive years. Highlights of verified customer reviews of DemandScience on the G2 platform: “Amazing Customer Experience.”“DemandScience has been incredibly helpful in connecting our TAL (Target Account List) to our content syndication efforts. We have unlocked an entirely new channel to support our Sales team in driving business…” “Top Performing Content Syndication Vendor.”“DemandScience drives high ROI for our content syndication program, drive(s) high quality leads and are flexible...” “Great Platform for Lead Generation.”“Klarity is a very accurate platform designed by DemandScience. It really helps our team of Appointment Setters find the most accurate information for leads and contacts... it has increased the effectiveness of our team's success.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 24 awards: Award Report Easiest To Do Business With Easiest To Do Business With Easiest To Do Business With Leader Leader Leader Leader Leader Leader Leader Leader Leader Leader Leader Leader Momentum Leader Momentum Leader Momentum Leader Momentum Leader High Performer High Performer High Performer High Performer High Performer Relationship Index for Enterprise Account-Based Web and Content Experiences Relationship Index for Enterprise Account-Based Advertising Relationship Index for Mid-Market Buyer Intent Data Providers Grid Report for Lead Capture Enterprise Grid Report for Lead Capture Mid-Market Grid Report for Lead Capture Small-Business Grid Report for Lead Capture Americas Regional Grid Report for Lead Capture Enterprise Americas Regional Grid Report for Lead Capture Mid-Market Americas Regional Grid Report for Lead Capture Small-Business Americas Grid Report for Lead Capture EMEA Regional Grid Report for Lead Capture Europe Regional Grid Report for Lead Capture Mid-Market Europe Regional Grid Report for Lead Capture UK Regional Grid Report for Lead Capture Momentum Grid Report for Lead Capture Momentum Grid Report for Account-Based Web and Content Experiences Momentum Grid Report for Account-Based Advertising Momentum Grid Report for Buyer Intent Data Providers Grid Report for Buyer Intent Data Providers Mid-Market Grid Report for Buyer Intent Data Providers Americas Regional Grid Report for Account-Based Web and Content Experiences Americas Regional Grid Report for Buyer Intent Data Providers Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales account intelligence tool for building, sharing, and prioritizing contact lists has won 29 awards: Award Report Fastest Implementation Implementation Index for Small-Business Marketing Account Intelligence Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Small-Business Sales Intelligence Momentum Leader Momentum Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Mining High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer UK Regional Grid Report for Marketing Account Intelligence High Performer UK Regional Grid Report for Lead Intelligence High Performer UK Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market Americas Grid Report for Marketing Account Intelligence High Performer Mid-Market Americas Grid Report for Sales Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business UK Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. About DemandScience DemandScience is the premier AI-powered, B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies and AI innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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Buyer Intent Data

Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

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Buyer Intent Data

DemandScience Products Earn a Record 53 Awards in Fall 2023 G2 Reports

GlobeNewswire | October 20, 2023

DemandScience, a leading AI-powered B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned a total of 53 awards in G2’s Fall 2023 Reports. Receiving 53 awards from G2’s recognition program is a new record for DemandScience. Highlights include: three Fastest Implementation awards, three Easiest To Do Business With awards, five Momentum Leader awards, and 42 G2 Grid® Report Leader and High Performer awards. At DemandScience, one of our most important goals is to forge trusted partnerships with our clients. Our global team works hard every day to achieve this by providing B2B enterprise organizations with innovative AI-powered marketing solutions that help them tackle complex demand generation problems, exceed their goals and realize a quantifiable return on their investments, said Peter Cannone, Chair and CEO of DemandScience. Since G2 awards are based on verified reviews from real users, being recognized with these awards is a meaningful validation of our approach, the effectiveness of our solutions, and our ability to help clients succeed. In addition to earning more G2 Fall 2023 awards than in any previous quarter, DemandScience won around the world, including the Americas, EMEA, and APAC. News of DemandScience’s G2 wins follows the company’s recent announcement that it is one of only 143 companies in history to be named to the Inc. 5000 list of the fastest-growing private companies for ten consecutive years. Highlights of verified customer reviews of DemandScience on the G2 platform: “Amazing Customer Experience.”“DemandScience has been incredibly helpful in connecting our TAL (Target Account List) to our content syndication efforts. We have unlocked an entirely new channel to support our Sales team in driving business…” “Top Performing Content Syndication Vendor.”“DemandScience drives high ROI for our content syndication program, drive(s) high quality leads and are flexible...” “Great Platform for Lead Generation.”“Klarity is a very accurate platform designed by DemandScience. It really helps our team of Appointment Setters find the most accurate information for leads and contacts... it has increased the effectiveness of our team's success.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 24 awards: Award Report Easiest To Do Business With Easiest To Do Business With Easiest To Do Business With Leader Leader Leader Leader Leader Leader Leader Leader Leader Leader Leader Leader Momentum Leader Momentum Leader Momentum Leader Momentum Leader High Performer High Performer High Performer High Performer High Performer Relationship Index for Enterprise Account-Based Web and Content Experiences Relationship Index for Enterprise Account-Based Advertising Relationship Index for Mid-Market Buyer Intent Data Providers Grid Report for Lead Capture Enterprise Grid Report for Lead Capture Mid-Market Grid Report for Lead Capture Small-Business Grid Report for Lead Capture Americas Regional Grid Report for Lead Capture Enterprise Americas Regional Grid Report for Lead Capture Mid-Market Americas Regional Grid Report for Lead Capture Small-Business Americas Grid Report for Lead Capture EMEA Regional Grid Report for Lead Capture Europe Regional Grid Report for Lead Capture Mid-Market Europe Regional Grid Report for Lead Capture UK Regional Grid Report for Lead Capture Momentum Grid Report for Lead Capture Momentum Grid Report for Account-Based Web and Content Experiences Momentum Grid Report for Account-Based Advertising Momentum Grid Report for Buyer Intent Data Providers Grid Report for Buyer Intent Data Providers Mid-Market Grid Report for Buyer Intent Data Providers Americas Regional Grid Report for Account-Based Web and Content Experiences Americas Regional Grid Report for Buyer Intent Data Providers Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales account intelligence tool for building, sharing, and prioritizing contact lists has won 29 awards: Award Report Fastest Implementation Implementation Index for Small-Business Marketing Account Intelligence Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Small-Business Sales Intelligence Momentum Leader Momentum Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Mining High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer UK Regional Grid Report for Marketing Account Intelligence High Performer UK Regional Grid Report for Lead Intelligence High Performer UK Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market Americas Grid Report for Marketing Account Intelligence High Performer Mid-Market Americas Grid Report for Sales Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business UK Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. About DemandScience DemandScience is the premier AI-powered, B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies and AI innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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