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How 6sense’s Embedded CDP Creates Immediate Wins

June 6, 2022 | 370 views

6sense’s Embedded CDP
Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams.

When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up.

Why?

A winning ABX strategy will leverage an AI-powered customer data platform (CDP) that has an existing database of critical information such as:
  • What your ideal customer profile (ICP) looks like
  • Accounts you might not know about that are in-market and ready-to-buy
  • The websites, keywords, and topics your buyers research most
  • The signals your buyers give off when they’re ready to buy

When you leverage this historical data, it’s like flipping on a spotlight on your most important accounts and everything they’re doing.

Let’s look at why a CDP is so important for an ABX strategy and how you can switch your thinking from, “When will I start seeing ROI?” to “How will I capitalize on all of these opportunities?”

How CDPs Bolster Your ABX Strategy

Pursuing an ABX strategy means fine-tuning your revenue activities (marketing, sales, operations) to target very specific accounts.

The critical data you need about those accounts comes from your CDP, which houses all of the interactions you have with your prospects and customers.

That information includes:
  • Web pages they visit
  • Webinars they attend
  • Content they download
  • Calls they have with your sales team

The CDP ingests all of that data and starts to learn what your typical buyer looks like, the patterns they follow, and what signals they give off when they’re ready to buy.

Over time, and with enough data from your interactions, this information becomes very powerful and enables your teams to start honing their strategies. All of your revenue activities become more efficient because you’re reaching the right buyer at the right time.

There’s a problem with traditional standalone CDPs, however. They can’t look backwards.

They can only begin collecting data once implemented, and therefore take some time to start uncovering patterns and delivering results.

But what if you could unlock the CDP-version of a flying DeLorean that empowers you travel into the past and unlock those missing puzzle pieces — without waiting for your CDP to ingest enough data?

Win Fast with a CDP Full of Critical Data

The key to unlocking fast wins for your ABX strategy is to utilize a CDP with historical first-party and third-party data.

Your buyers have searched keywords related to your offerings, attended industry events, and read third-party review sites long before you implement a stand-alone CDP. Why should you have to wait for the platform to catch up and uncover those insights that are hiding in plain sight?

6sense’s embedded CDP grants you instant access to all of the historical data that our AI-powered platform has collected for years.
  • Previously anonymous accounts that have been researching topics that match your offerings
  • A detailed ICP based on real, historical data
  • Insights into which of your prospects are actually in-market and ready-to-buy
  • Clear evidence on which accounts and buyers should be prioritized

We call uncovering this information lighting up the Dark Funnel™. When you shine a light on your Dark Funnel™ your teams can immediately start reaping the benefits. It won’t take months or even weeks to get your first wins — within days you can see a positive impact on your pipeline.

Your sales team will get leaner and meaner. No need to spend hours trawling through LinkedIn to find the one uncovered gem of a prospect. As soon as you leverage an embedded CDP loaded with historical data, you’ll discover exactly who your next target should be. Your inside sales team can focus on personalizing outreach, not figuring out who to talk to.

Your marketing team will begin improving their engagement numbers without increasing their spend. When a Director of Sales at “Ready-to-Buy Corporation” has been performing some under-the-radar research, the marketing team will receive an alert and can start targeting that person with ads that address their specific pain points.

Software development company PTC is a good example. It has used 6sense to uncover more than 1,500 net new high-intent accounts that have generated $18 million in pipeline.

“With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging,” says Brenda Souto, High Velocity Sales Manager at PTC.

Conclusion

Traditional standalone CDPs help you capture the interactions you have with your prospects and customers. All of this data is very useful to build a focused and efficient ABX strategy.

But, a standalone CDP lacks historical data and trends — meaning it can take longer to see wins and ROI.

An embedded CDP with a treasure trove of previous interactions, buying signals, and trend data can instantly prioritize your target accounts. Within days your teams will know much more about your buyers and how to target them with the right message at the right time.

Spotlight

Pure Incubation

Pure Incubation creates, nurtures and launches marketing technology companies that drive sales growth for businesses across a variety of industries. Leveraging decades of experience in B2B demand generation and content marketing, Pure Incubation builds profitable companies by combining established and emerging technologies to create innovative services that deliver demonstrable business value. Founded in 2007 by industry and entrepreneurial veterans Melissa Chang and Barry Harrigan, Pure Incubation has launched three self-sustaining subsidiary companies – MedData Group, PureB2B, and Demand Science.

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

Article | July 27, 2022

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

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

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

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Article | July 27, 2022

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

Read More
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Building an Account-centric Organization Part II

Article | July 5, 2022

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

Read More
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Optimizing ABM with Personalized Landing Pages

Article | August 8, 2022

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

Read More

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

Article | February 10, 2020

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

Read More
MORE ARTICLES

Spotlight

Pure Incubation

Pure Incubation creates, nurtures and launches marketing technology companies that drive sales growth for businesses across a variety of industries. Leveraging decades of experience in B2B demand generation and content marketing, Pure Incubation builds profitable companies by combining established and emerging technologies to create innovative services that deliver demonstrable business value. Founded in 2007 by industry and entrepreneurial veterans Melissa Chang and Barry Harrigan, Pure Incubation has launched three self-sustaining subsidiary companies – MedData Group, PureB2B, and Demand Science.

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Smoothie King Chooses Medallia For Customer Experience

Medallia | March 20, 2023

Medallia, Inc., the global leader in customer and employee experience, today announced that Smoothie King has selected Medallia as its experience platform of choice. “We are thrilled to work more closely with Smoothie King and help them deliver world-class experiences,” said Gabe Benavides, EVP of Sales and Marketing at Medallia. “With customers and employees engaging in new ways, leading organizations recognize that experience has become a critical foundation for business success. To stay ahead of changing market conditions and rising expectations, brands must understand their customers and employees across every touchpoint and act quickly to deliver exceptional experiences.” From on-site operations, digital, the contact center, human resources, sales & marketing, product development to market research, Medallia’s award-winning platform can meet the unique needs of every department, while also bringing them all together to drive transformational change through customer and employee experience. Medallia is a trusted partner to thousands of the biggest organizations around the world, helping them increase loyalty, trust, operational efficiency, and revenue. About Medallia Medallia is the pioneer and market leader in customer, employee, citizen, and patient experience. As the leading enterprise experience platform, Medallia Experience Cloud is the mission-critical system of record that makes all other applications customer and employee aware. The platform captures billions of experience signals across interactions including all voice, video, digital, IoT, social media, and corporate-messaging tools. Medallia uses proprietary artificial intelligence and machine learning technology to automatically reveal predictive insights that drive powerful business actions and outcomes. Medallia customers reduce churn, turn detractors into promoters and buyers, create in-the-moment cross-sell and up-sell opportunities, and drive revenue-impacting business decisions, providing clear and potent returns on investment. For more information visit www.medallia.com.

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Forrester Announces Full Conference Agenda For CX EMEA 2023

Forrester | March 21, 2023

Forrester (Nasdaq: FORR) today announced the full conference agenda for its CX EMEA event being held in London and digitally on 10–11 May 2023. At a time when consumer brands are bracing for strong, macro-level headwinds, including inflation, talent shortages, and supply chain issues, a lack of shared vision across the business is a challenge. The time is now for customer-facing functions to establish a shared, collective understanding of the customer that creates value for their customers and drives sustainable growth for their business. Forrester finds that companies with high levels of alignment across functions including CX, marketing, and digital report 2.4x higher revenue growth and 2x higher growth in profitability than those with either some or no alignment. Featuring immersive experiences, keynote presentations, case studies, and dedicated role-based breakout sessions, CX EMEA 2023 will offer the latest research insights, models, and frameworks to help CX, B2C marketing, and digital leaders align on priorities that drive long-term customer loyalty. Key topics include how to build a customer-obsessed organisation; how to leverage analytics and consumer insights to prove the ROI of CX; how to accelerate a CX practice in a digital environment; and how to navigate and protect consumer privacy. Additionally, Forrester will celebrate its 2023 EMEA Customer-Obsessed Enterprise Award winner and share how the honouree exemplifies customer obsession by putting the customer at the centre of their leadership, strategy, and operations. Attendees can also network with industry peers, experience Forrester’s CX Certification course, and attend an invitation-only executive programme, the Executive Leadership Exchange, to put the Forrester thought leadership presented at the conference into practice. Noteworthy sessions include: How To Lead A Customer-Obsessed Organisation. Learn the key habits of leaders who have transformed their organisations using the key tenets of customer obsession. Practice Responsible Design To Drive Sustainable Value. This session will discuss why responsible design has become a business imperative and how to mitigate unintended design consequences. How To Embrace Customer Lifetime Value. Fewer than half of global CX leaders can prove the ROI of their CX initiatives. This session will share how CX teams can demonstrate clear business value. The Digital Leaders Of Tomorrow. This session will help define the key attributes of leading digital executives. Get Ready For The Age Of Cookieless Marketing. Industry dynamics, strict privacy rules, and more protective consumer behaviours are challenging marketing. This session will offer advice to help B2C marketers succeed in this environment. “Now more than ever, to thrive, businesses need to put customers at the heart of everything they do,” said Martin Gill, vice president and research director at Forrester and host of CX EMEA. “CX EMEA aims to show CX, marketing, and digital leaders how they can align around customer-focused priorities to craft a shared vision and turbocharge their growth engine to drive sustainable business outcomes such as better customer retention and higher revenue and profitability growth.” About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the centre of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com.

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GTM Partners Report Touts ROI of Sendoso’s Direct Marketing Solution

Sendoso | March 17, 2023

Sendoso, the global industry leader in direct marketing automation, today released a new report from GTM Partners, a data-driven Go-to-Market Analyst firm, demonstrating the importance of Direct Marketing Automation. The analysis highlights Sendoso’s role in building authentic relationships with customers and prospects. Entitled “A Go-To-Market Perspective,” the report confirms the effectiveness of Sendoso’s clear ROI story, compelling differentiation and fast time to value for sales, marketing and customer success teams backed by customer interviews and data. According to a study from the Data & Marketing Association, the response rate for direct marketing to an existing customer is 3.7% vs email at 0.2%, demonstrating the power of direct marketing automation. Following feedback from hundreds of users, GTM Partners’ analysis showcases how Sendoso customers have seen material ROI after implementing the company’s account-based direct mail, direct mail automation and promotional product management solutions. Respondents pointed to Sendoso’s ability to simplify personalized sending, automate global gifting at scale, easily track engagement and ROI, and provide a global direct marketplace with thousands of personalized experiences ranging from eGifts to virtual experiences to branded merchandise, handwritten notes and many more. “GTM Partners determined that Sendoso's primary value propositions solve issues that are widely experienced by their customers, which see material ROI over prior approaches after implementing Sendoso,” said Sangram Vajre, Co-Founder and CEO of GTM Partners. “More than 93% of Sendoso customers reported achieving a fast time to value within one to three months of purchase.” Sendoso customers reported revenue outcomes as a direct result of direct mail use in their own Go-to-Market programs, including: 5x response over non-direct mail cadence; 15x ROI attributed to direct mail campaigns; $33 million influenced pipeline; $8 million influenced in a single campaign; 72% increase in webinar attendance “This perspective, supported by our ROI statistics, shows the importance and value of direction marketing automation in today’s business economy and reaffirms Sendoso’s position as the undisputed global leader in direct marketing automation,” said Neil Shah, Head of Product Marketing at Sendoso. “Connecting with customers is critical to achieving and growing success, and the tools Sendoso provides are essential for every sales, marketing and customer success team to drive more revenue, pipeline and retention.” Sendoso’s direct marketing automation platform focuses on connecting people and humanizing engagement and outreach by solving widely experienced issues in three key areas: pipeline growth, underperforming outbound sales motion, and customer retention. Sendoso is a one-stop solution for sales, marketing and customer success teams that creates highly-differentiated strategies while building trust and authentic relationships and amplifying sales and marketing investments. To access the full report, visit https://sendoso.com/resources/ebooks/a-go-to-market-perspective/. And to learn more about Sendoso’s professional services and training, please visit www.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 GTM Partners GTM Partners, a data-driven Go-to-Market Analyst firm helps organizations and GTM vendors to achieve efficient growth by transforming their GTM strategy. We work with high-growth companies to help them unify their GTM teams and to provide them with lasting strategies and frameworks. GTM Partners with a mission to make Go-To-Market simple aims to be the voice of the industry for all things GTM.

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Smoothie King Chooses Medallia For Customer Experience

Medallia | March 20, 2023

Medallia, Inc., the global leader in customer and employee experience, today announced that Smoothie King has selected Medallia as its experience platform of choice. “We are thrilled to work more closely with Smoothie King and help them deliver world-class experiences,” said Gabe Benavides, EVP of Sales and Marketing at Medallia. “With customers and employees engaging in new ways, leading organizations recognize that experience has become a critical foundation for business success. To stay ahead of changing market conditions and rising expectations, brands must understand their customers and employees across every touchpoint and act quickly to deliver exceptional experiences.” From on-site operations, digital, the contact center, human resources, sales & marketing, product development to market research, Medallia’s award-winning platform can meet the unique needs of every department, while also bringing them all together to drive transformational change through customer and employee experience. Medallia is a trusted partner to thousands of the biggest organizations around the world, helping them increase loyalty, trust, operational efficiency, and revenue. About Medallia Medallia is the pioneer and market leader in customer, employee, citizen, and patient experience. As the leading enterprise experience platform, Medallia Experience Cloud is the mission-critical system of record that makes all other applications customer and employee aware. The platform captures billions of experience signals across interactions including all voice, video, digital, IoT, social media, and corporate-messaging tools. Medallia uses proprietary artificial intelligence and machine learning technology to automatically reveal predictive insights that drive powerful business actions and outcomes. Medallia customers reduce churn, turn detractors into promoters and buyers, create in-the-moment cross-sell and up-sell opportunities, and drive revenue-impacting business decisions, providing clear and potent returns on investment. For more information visit www.medallia.com.

Read More

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Forrester Announces Full Conference Agenda For CX EMEA 2023

Forrester | March 21, 2023

Forrester (Nasdaq: FORR) today announced the full conference agenda for its CX EMEA event being held in London and digitally on 10–11 May 2023. At a time when consumer brands are bracing for strong, macro-level headwinds, including inflation, talent shortages, and supply chain issues, a lack of shared vision across the business is a challenge. The time is now for customer-facing functions to establish a shared, collective understanding of the customer that creates value for their customers and drives sustainable growth for their business. Forrester finds that companies with high levels of alignment across functions including CX, marketing, and digital report 2.4x higher revenue growth and 2x higher growth in profitability than those with either some or no alignment. Featuring immersive experiences, keynote presentations, case studies, and dedicated role-based breakout sessions, CX EMEA 2023 will offer the latest research insights, models, and frameworks to help CX, B2C marketing, and digital leaders align on priorities that drive long-term customer loyalty. Key topics include how to build a customer-obsessed organisation; how to leverage analytics and consumer insights to prove the ROI of CX; how to accelerate a CX practice in a digital environment; and how to navigate and protect consumer privacy. Additionally, Forrester will celebrate its 2023 EMEA Customer-Obsessed Enterprise Award winner and share how the honouree exemplifies customer obsession by putting the customer at the centre of their leadership, strategy, and operations. Attendees can also network with industry peers, experience Forrester’s CX Certification course, and attend an invitation-only executive programme, the Executive Leadership Exchange, to put the Forrester thought leadership presented at the conference into practice. Noteworthy sessions include: How To Lead A Customer-Obsessed Organisation. Learn the key habits of leaders who have transformed their organisations using the key tenets of customer obsession. Practice Responsible Design To Drive Sustainable Value. This session will discuss why responsible design has become a business imperative and how to mitigate unintended design consequences. How To Embrace Customer Lifetime Value. Fewer than half of global CX leaders can prove the ROI of their CX initiatives. This session will share how CX teams can demonstrate clear business value. The Digital Leaders Of Tomorrow. This session will help define the key attributes of leading digital executives. Get Ready For The Age Of Cookieless Marketing. Industry dynamics, strict privacy rules, and more protective consumer behaviours are challenging marketing. This session will offer advice to help B2C marketers succeed in this environment. “Now more than ever, to thrive, businesses need to put customers at the heart of everything they do,” said Martin Gill, vice president and research director at Forrester and host of CX EMEA. “CX EMEA aims to show CX, marketing, and digital leaders how they can align around customer-focused priorities to craft a shared vision and turbocharge their growth engine to drive sustainable business outcomes such as better customer retention and higher revenue and profitability growth.” About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the centre of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com.

Read More

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GTM Partners Report Touts ROI of Sendoso’s Direct Marketing Solution

Sendoso | March 17, 2023

Sendoso, the global industry leader in direct marketing automation, today released a new report from GTM Partners, a data-driven Go-to-Market Analyst firm, demonstrating the importance of Direct Marketing Automation. The analysis highlights Sendoso’s role in building authentic relationships with customers and prospects. Entitled “A Go-To-Market Perspective,” the report confirms the effectiveness of Sendoso’s clear ROI story, compelling differentiation and fast time to value for sales, marketing and customer success teams backed by customer interviews and data. According to a study from the Data & Marketing Association, the response rate for direct marketing to an existing customer is 3.7% vs email at 0.2%, demonstrating the power of direct marketing automation. Following feedback from hundreds of users, GTM Partners’ analysis showcases how Sendoso customers have seen material ROI after implementing the company’s account-based direct mail, direct mail automation and promotional product management solutions. Respondents pointed to Sendoso’s ability to simplify personalized sending, automate global gifting at scale, easily track engagement and ROI, and provide a global direct marketplace with thousands of personalized experiences ranging from eGifts to virtual experiences to branded merchandise, handwritten notes and many more. “GTM Partners determined that Sendoso's primary value propositions solve issues that are widely experienced by their customers, which see material ROI over prior approaches after implementing Sendoso,” said Sangram Vajre, Co-Founder and CEO of GTM Partners. “More than 93% of Sendoso customers reported achieving a fast time to value within one to three months of purchase.” Sendoso customers reported revenue outcomes as a direct result of direct mail use in their own Go-to-Market programs, including: 5x response over non-direct mail cadence; 15x ROI attributed to direct mail campaigns; $33 million influenced pipeline; $8 million influenced in a single campaign; 72% increase in webinar attendance “This perspective, supported by our ROI statistics, shows the importance and value of direction marketing automation in today’s business economy and reaffirms Sendoso’s position as the undisputed global leader in direct marketing automation,” said Neil Shah, Head of Product Marketing at Sendoso. “Connecting with customers is critical to achieving and growing success, and the tools Sendoso provides are essential for every sales, marketing and customer success team to drive more revenue, pipeline and retention.” Sendoso’s direct marketing automation platform focuses on connecting people and humanizing engagement and outreach by solving widely experienced issues in three key areas: pipeline growth, underperforming outbound sales motion, and customer retention. Sendoso is a one-stop solution for sales, marketing and customer success teams that creates highly-differentiated strategies while building trust and authentic relationships and amplifying sales and marketing investments. To access the full report, visit https://sendoso.com/resources/ebooks/a-go-to-market-perspective/. And to learn more about Sendoso’s professional services and training, please visit www.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 GTM Partners GTM Partners, a data-driven Go-to-Market Analyst firm helps organizations and GTM vendors to achieve efficient growth by transforming their GTM strategy. We work with high-growth companies to help them unify their GTM teams and to provide them with lasting strategies and frameworks. GTM Partners with a mission to make Go-To-Market simple aims to be the voice of the industry for all things GTM.

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