How Does Influencer Marketing Enhance ABM?

Apurva Pathak | January 3, 2022 | 363 views

Influencer Marketing Enhance ABM
ABM influences key accounts that show buyer intent. This influence is internal (B2B through personalized content) and aims to sway decision-makers who green-light a purchase.

In an interview with Media 7, Mark Emond, Founder & President of Demand Spring, talked about the importance of content in marketing.

“Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.”

ABM’s focused approach leads to faster lead conversions and a higher ROI. However, B2B marketers still face the following challenges in their marketing strategy:
  • Maximizing Marketing Efficiency
B2B marketers must consistently drive higher ROI on their efforts while working within a limited budget.
  • Improving Customer Experience
Cutting through the noise of thousands of competitors and delivering an enhanced customer experience is challenging.
  • Generating Trust in Customers
Marketers need to humanize their approach and reach a level of undeniable authenticity to generate trust in the minds of customers.
 

Why Should You Use Influencer Marketing in ABM?

According to a CSO Insights report from Marketing Charts, brands fail to incite enough trust in their target audience. Interestingly, it is what the subject matter experts and third-party influencers from the industry say that counts. So, external influence is driving purchase decisions. Internal influence, though crucial, cannot sideline external influence and how it impacts sales and key decisions.

When you integrate ABM with influencer marketing, you co-create relatable, impactful content with relevant influencers to encourage your target accounts to move ahead in the sales funnel. An influencer becomes a credible touch point, powerful enough to convert a lead. The influencer’s performance-oriented content resonates with the target audience, engages, educates, and informs them of the strong points of your business, creating a strong foundation for lead conversion.

Here is how it can help strengthen ABM strategy:

Increases Content Authenticity

The words of a trusted subject matter expert or third-party niche content creator hold more weight than static website content or brand ads. Their followers trust them and consider their views authentic. If such relevant influencers create content with you, your target audience is bound to be positively influenced. This leads to higher conversions and ROI, qualitative reach, and better engagement.

Attracts New Audiences

Influencers attract new audiences that are similar to your ideal customer profile (ICP). Interactions, content promotions, and publicity can create brand awareness generate more interest in your brand.

Encourages Brand Advocacy

Positive reviews, customer success stories (voice of customer), testimonials, and word-of-mouth publicity that comes from influencers and their followers promote brand advocacy. Influencers also create incentives for referrals, thus bringing in better engagement.

Humanizes the Buyer Experiences

B2B storytelling is the key to conversions. It has more impact than any other form of advertising. Influencers humanize the buyer experience by sharing their opinions, reviews from other businesses, and highlighting success stories through their content. This content is impressive as compared to any other content the brand hosts and promotes.

B2B Influencer Content is Priceless

B2B influencer content has high value because it has third-party credibility that attracts trust across all brand channels. Another advantage is that you can easily access the creativity of the influencer without having to hire someone. All the content that influencers publish on their platforms is brand content, highlighted with the voice of the customer. Influencer marketing generates traction and engagement for businesses.

Integrated Influence

Influence can be integrated through social media marketing, content marketing, PR, SEO, branding, and ABM.

How to Create a Powerful, Influencer-based ABM Marketing Strategy?


Brainstorm a Strategy

To make the most of influencer-based ABM marketing, you need to streamline a process and strategy. Find the answers to these two crucial questions:

1. Who influences your target audience?
2. Which topics interest your target audience?

Once you find the answers to these questions, you can zero in on a relevant influencer and approach them to participate in creating/co-creating high-quality marketing content (text, podcast, video, interactive). Integrate the content and publish it on brand channels, and influencer channels. Promote the content via blogs, ads, other influencers, and brand sites to target your key accounts. Monitor the promotions (URLs, engagement) and adjust the campaign for maximum output. Most importantly, create and nurture relationships with industry influencers for future campaigns.

Understand the Demand

Understanding the demand of the target audience through keyword research and data analysis can boost the results of an influencer marketing campaign. Offering audiences solutions to their problems or information that will help them scale their business assist in lead nurturing and conversions.

Identify Ideal Influencers

Choosing a suitable influencer can help kick start your influencer campaign powerfully. An ideal influencer should be proficient in their domain, passionate about content creation, capable of publishing content across platforms, popular in the industry with keen followers, and knowledgeable and eager to promote content across different channels in different formats.

You can employ software to identify and qualify relevant influencers who create credible, high-quality content on the topic you want to promote. Filter influencers based on how much they charge and how well they align with your company values and brand voice. Focus on creating a long term association.

Shuffle the Content Formats

By shuffling between marketing content formats like blog articles, live video, third party analyst reports, videos, case studies, webinars, podcasts, industry presentations, infographics, and interactive content, the target audience can be engaged on multiple channels, and data can be collected to analyze which formats work best.

Remain Connected with Influencers

As a B2B marketer, you should connect one-on-one through email, phone, or in-person meetings with influencers frequently. You should monitor and engage with influencers on social media when they mention your brand.

By interacting with and sharing relevant influencer content on social channels, you can build a community and promote advocacy through continued partnership and engagement. Additionally, you can recycle content made by influencers to show you value the association.

Sixty-three percent of marketers believe they would have better marketing results with an influencer marketing program, while seventy-four percent of marketers agree that it improves customer and prospect experience with the brand.

How Cherwell Software Witnessed a 437% Year-over-year Increase in Content Shares?

Colorado-based Cherwell Software is an IT Service Management (ITSM) company. It engaged TopRankMarketing to create an influencer marketing campaign with the aim of increasing brand awareness, targeting CIOs, CTOs, and IT Directors of companies for business, and increasing sales and revenue.

With the help of the content 15 ITSM thought leaders created and amplified across five channels, Cherwell Software saw a 170% growth in their audience views and a 437% year-over-year increase in their content shares.

Key Takeaways

In B2B marketing and ABM, influencer marketing can help reach customers you would have otherwise missed. Engaging in an influencer marketing platform to maximize ABM strategy outputs is crucial to remaining ahead in the race.

FAQ


What characteristics should a good B2B influencer have?

A good B2B influencer should be proficient, passionate, popular, a dedicated content promoter and creator.

How does influencer marketing help B2B marketers?

Influencer marketing can help B2B marketers target key accounts by leveraging content created by industry experts.

Spotlight

Augentia LLC

Augentia is a young, and growing modern marketing company that offers specialised marketing services for enterprises. The company is co-founded by a team of marketers from Fortune 500 companies with extensive experience in technology, analytics, data science and thought leadership. Augentia specialises in technology enabled marketing that are data-driven, cost efficient and result oriented. As a partner, we augment our client’s product & services marketing efforts, data & technology effectiveness and industry resonance to enrich customer experience. We are incorporated in USA, India and have direct presence in UK. Our current clientele is spread across USA, UK, South East, South and Middle East Asia.

OTHER ARTICLES
CORE ABM

The 5 Things to Know About Account-Based Marketing

Article | July 27, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
CORE ABM

5 Steps for Succeeding in Account-Based Marketing

Article | July 1, 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
CORE ABM

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

Article | July 20, 2022

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

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More

Spotlight

Augentia LLC

Augentia is a young, and growing modern marketing company that offers specialised marketing services for enterprises. The company is co-founded by a team of marketers from Fortune 500 companies with extensive experience in technology, analytics, data science and thought leadership. Augentia specialises in technology enabled marketing that are data-driven, cost efficient and result oriented. As a partner, we augment our client’s product & services marketing efforts, data & technology effectiveness and industry resonance to enrich customer experience. We are incorporated in USA, India and have direct presence in UK. Our current clientele is spread across USA, UK, South East, South and Middle East Asia.

Related News

ACCOUNT BASED DATA

Folloze Plus Outreach Empowers Sales and Marketing With Advanced Orchestration to Engage Prospects and Further Pipeline Goals

Business Wire | June 02, 2023

Folloze, creator of the world’s first and only no-code B2B Buyer Experience Platform (BX 3.0), today announced Folloze plus Outreach, a new integration that enables customers to connect the power of Folloze BX 3.0 and sales engagement within the Outreach Sales Execution Platform. This new single interface allows sales and marketing to auto-personalize content experiences via Folloze boards to Outreach sequences with just a few clicks, unlocking agility and productivity, while starting a long-term, rich, data-driven relationship. Additionally, first-party behavioral analytics are now easily accessed through a dashboard that allows sales professionals and managers to focus their resources on the best opportunities, winning more deals faster. “Folloze and Outreach provide teams with the ability to uplevel sales and marketing activities in their own respective ways,” said David Brutman, Co-founder and Chief Product Officer at Folloze. “The integration addresses a critical gap as budgets are shrinking and organizations strive to garner better results with current or reduced investments. By bringing these dynamic platforms together, joint customers that lean on their sales channels as a critical driver of engagement and pipeline acceleration will now have a more unified experience that amplifies value and drives greater performance and personalization.” A Smarter Way to Drive Pipeline and Engage Prospects By integrating the prospecting capabilities of two industry leaders, Folloze and Outreach help sales and marketing teams play to win from the first human touch by creating a better initial experience and the backend data to prioritize the most engaged and best opportunities. Marketers can orchestrate campaigns through a variety of channels such as ads, social media, physical mail, marketing emails, as well as with the sales team, all reinforcing each other with consistent messaging and content and one standardized analytics stream handed over directly to sellers. This provides the foundation for persistent profiling and ongoing experience continuity, enabling a stronger communication channel with less back and forth email messaging, which saves time and improves relationships. Campaign efforts result in actual pipeline creation, building a revenue engine like never before. “Outreach is committed to making it easier for our customers to create pipeline and close more deals. We seek partners who further this mission, and Folloze definitely fits our criteria,” added Phillip Friedman, Head of Partner and Ecosystem at Outreach. “This integration helps sales and marketing teams become both more strategic and personalized in their prospect interactions, making each sales rep’s touch that much more impactful.” The integrated solution makes that all-important first touch even more compelling for joint customers by allowing Outreach users to understand prospects’ behavior with Folloze’s first-party intent signals within the Outreach platform. This deep behavioral data allows sellers to focus on the most likely prospects and quickly respond to capture moments of interest with personalized content. These benefits lead to far more cohesive, efficient, and effective sales and marketing efforts. “We look to get the most out of every tech investment, so we talked with the teams at Folloze and Outreach to see if there was a possibility to streamline the information flow to sales reps while keeping content consistent. We also wanted our sales reps to be able to take advantage of unique behavioral insights within one view,” said Benjamin Smokovich, Global Director of Innovation and Tech at SAP. “Our partners at Folloze and Outreach instantly recognized how compelling such an integration would be, and what they developed has far exceeded our expectations. Our teams are already reaping the benefits.” Specific capabilities available through the integration include: Add a Folloze board to an Outreach email with just a few clicks: Sharing an entire personalized experience is the most strategic way to engage prospects and track buyer behavior. Add a direct link to Folloze content in an Outreach email: Taking it one step further, the integration makes it possible to share a killer piece of content within a Folloze board, incorporated into an Outreach email, to quickly grab a prospect’s attention. Personalized Folloze board experience: Through a completely automated process, each prospect receives a customized and highly relevant experience that drives accelerated engagement and generates intent insights. View account and contact engagement activity within Outreach: Thanks to a fully integrated Folloze dashboard, sales professionals and managers are able to get real-time, first-party intent data to prioritize efforts and understand what’s working. Identity matching capabilities provide behavioral data: More insights give sales and marketing the ability to identify and truly understand who their prospects are so they can serve them much more effectively and efficiently at scale. Upcoming Webinar On June 13th, Folloze will host a webinar with featured guests from Outreach and SAP who will discuss modern marketing and sales techniques that will help you deploy your people, technology, and processes that will result in more account engagement and higher sales velocity. Please visit https://engage.folloze.com/folloze-plus-outreach-webinar to register. To find out more details on how the Folloze plus Outreach integration could work for you, please visit https://www.folloze.com/partners/outreach. About Folloze Folloze, creator of the world’s first and only no-code B2B Buyer Experience Platform (BX 3.0), is used by B2B marketing, sales, and revenue teams. Folloze BX 3.0 empowers any marketer to easily build data-driven, highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and revenue growth. Top B2B brands, including ServiceNow, Google Cloud, Cisco, Autodesk, Gigamon, and UL trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.com/.

Read More

CORE ABM

StackAdapt Releases In-Platform ABM Targeting and Measurement for B2B Advertisers

Business Wire | May 03, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, today announced a new self-serve, in-platform B2B solution for ABM Targeting and Measurement. For B2B marketers, getting in front of the right professionals with buying influence is essential, and StackAdapt's latest solution enables users to target high-value B2B audiences in the US based on account lists, firmographic and persona-level data. B2B companies continue to prioritize ABM as a crucial aspect of their marketing strategy and are making significant investments and commitments toward ABM. B2B marketers cannot rely on blanket targeting audiences as it may not be relevant to many of their clients. Instead, they require specific tools to target select account lists and employees based on their role or decision-making influence. This approach allows for more meaningful ad campaigns that can have a measurable impact. By using firmographic and account data to pivot their ad campaigns, B2B marketers can optimize their results and achieve greater success. StackAdapt’s in-platform offering uniquely operates within a closed-loop identity ecosystem to improve match rates. The goal is to target and engage specific high-value individuals, which requires a deep understanding of the audience. With full control over B2B data, StackAdapt ABM Targeting and Measurement attributes ad engagement back to the exact same authenticated audiences, ensuring that measurement is deterministic and highly accurate. This level of personalization and targeting is critical for creating meaningful engagement and driving desired outcomes such as highly qualified leads, revenue, and brand recognition. “StackAdapt ABM Targeting and Measurement has empowered Centerline Digital to better grow upper and mid-funnel campaign adoption and investment by clients,” said Joey Vara, Associate Paid Media Director at Centerline Digital. “In addition to targeting with confidence, StackAdapt provides an excellent diversity of inventory and tactics to execute throughout the buyer journey. With a renewed capability to effectively target and reach prospects at scale, programmatic has become the top driver of reach, traffic, and engagement for our client base.” StackAdapt’s ABM Targeting and Measurement is built off proprietary, in-house B2B ID graph technology that targets and measures the same authenticated audience, enabling users in a multitude of ways: Frictionless campaign creation and reporting: StackAdapt B2B customers will now be able to use this self-serve solution directly in the platform, allowing for frictionless campaign creation and reporting. Authenticated audiences are also ready for activation quicker than ever before. Audience intelligence: Understand how business professionals and decision-makers are engaging with campaigns and creatives to better iterate on campaign performance. Segment the audiences into more applicable groups that can be targeted using increasingly focused and effective means. Track progress across the buyer's journey: Learn what actions users are taking at which stage of the programmatic funnel to gain intelligence into your unique sales cycle, and prioritize what to do next. Impact on accounts and engagement: Discern interested and engaged accounts for prioritization within the sales team. Quantify your marketing dollars: Be empowered to show stakeholders how programmatic can help nurture and drive the ideal audience through a long and complex sales funnel and provide a return on ad spend. Diverse, multi-channel inventory: Users can reach their ideal audiences no matter where they spend their time through native, display, video, CTV, audio, and in-game, influencing their customer journey and decision-making process down the funnel. Low-risk activation: While other companies may require a long-term contract without providing a testing opportunity, StackAdapt allows companies to launch campaigns quickly and without contractual minimums, giving teams the confidence to test and learn. “We are thrilled to provide StackAdapt users this latest offering because they can now launch a highly scalable and measurable ABM strategy through programmatic technology,” explains Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. “B2B marketers can create highly targeted, personalized campaigns to win over best-fit accounts and nurture audiences through the B2B buying journey across all devices and different programmatic channels.” For six consecutive years, StackAdapt has been recognized as a high performer and the highest-ranked DSP in customer satisfaction on G2. For more information, visit www.stackadapt.com. About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.

Read More

BUYER INTENT DATA

Lead2Pipeline Expands Buyer Database in Europe and Asia-Pacific, Hires Thought Leadership Industry Veteran, and Moves from New York to Austin

PR Newswire | June 02, 2023

Lead2Pipeline, a B2B demand generation service used by global technology companies, announced its proprietary database of buyers has grown to more than 57 million worldwide. The company successfully recruited thought leadership industry veteran, Jarrett Simisky, to keep up with rising demand for lower funnel programs. To align itself with its growing technology customers, the company moved its headquarters from New York to Austin, Texas. Over the past twelve months, Lead2Pipeline's GDPR-first database has grown to more than 57 million global buyers, increasing 75% across Asia Pacific and 150% across EMEA. The company is one of only twenty global lead gen providers certified by LeadScale for verified leads which exceed GDPR standards for digital compliance. This allows Lead2Pipeline to deliver fully GDPR compliant lower funnel demand gen programs via email and phone across the DACH region (Austria, Germany, Switzerland) in English, French and German. Outside EMEA, the company has seen growth in Spanish-language programs across Latin America. Additionally, clients based in Singapore and Australia have been growing faster than their US counterparts, indicating a promising recovery for technology companies in Asia Pacific. "Our customers rely on our database to reach technology buyers in each region," explained Chip Klang, Co-Founder and CEO at Lead2Pipeline. "Despite the global recession, they continue to build pipeline for their sales teams by focusing on data and exclusively targeting buyers demonstrating intent for their solutions." As technology marketers face increased pressure to produce lower funnel (buyer-ready) leads for their sales teams, demand for research and survey-based content has grown significantly. To help design and scale these lower funnel content syndication programs, Lead2Pipeline successfully recruited one of the industry's most experienced thought leadership sales experts, Jarrett Simisky. Based in Boston, MA, Simisky has driven growth and forged partnerships at prolific brands, including QuinStreet (acquired by TechnologyAdvice), TCI, and TechTarget. "I'm excited to join Lead2Pipeline at a time when tech marketers are seeking guidance for their full funnel demand generation programs," says Simisky. "Lead2Pipeline's cutting edge intent signals allow our clients to target their high-quality content campaigns with precision." As SaaS companies grew rapidly during the pandemic, many built teams outside the Bay Area, Boston, and New York. Austin, Texas has been a major beneficiary of this nationwide migration of flex tech workers. In addition to engineering and customer success teams, Austin hosts a thriving tech marketing community. Earlier this year, Lead2Pipeline moved its headquarters from New York City, where the company was founded, to Austin, while maintaining a remote global workforce. The company expects to build strong relationships across the Austin tech marketing community, with key team members permanently based in Texas. "Technology giants and well-funded startups are laying down roots in Austin. We see a bright future for the growth of this city, and we want to build alongside our clients." added Klang. About Lead2Pipeline Lead2Pipeline helps drive growth for the world's most innovative technology companies, including VMware, Splunk, and BambooHR. Using artificial intelligence and privacy-protected intent data with full CAN-SPAM, CCPA, and GDPR compliance, the company delivers top, middle, and bottom of funnel demand generation campaigns across its proprietary database of 57M technology and business buyers worldwide. For more information, please visit www.lead2pipeline.com.

Read More

ACCOUNT BASED DATA

Folloze Plus Outreach Empowers Sales and Marketing With Advanced Orchestration to Engage Prospects and Further Pipeline Goals

Business Wire | June 02, 2023

Folloze, creator of the world’s first and only no-code B2B Buyer Experience Platform (BX 3.0), today announced Folloze plus Outreach, a new integration that enables customers to connect the power of Folloze BX 3.0 and sales engagement within the Outreach Sales Execution Platform. This new single interface allows sales and marketing to auto-personalize content experiences via Folloze boards to Outreach sequences with just a few clicks, unlocking agility and productivity, while starting a long-term, rich, data-driven relationship. Additionally, first-party behavioral analytics are now easily accessed through a dashboard that allows sales professionals and managers to focus their resources on the best opportunities, winning more deals faster. “Folloze and Outreach provide teams with the ability to uplevel sales and marketing activities in their own respective ways,” said David Brutman, Co-founder and Chief Product Officer at Folloze. “The integration addresses a critical gap as budgets are shrinking and organizations strive to garner better results with current or reduced investments. By bringing these dynamic platforms together, joint customers that lean on their sales channels as a critical driver of engagement and pipeline acceleration will now have a more unified experience that amplifies value and drives greater performance and personalization.” A Smarter Way to Drive Pipeline and Engage Prospects By integrating the prospecting capabilities of two industry leaders, Folloze and Outreach help sales and marketing teams play to win from the first human touch by creating a better initial experience and the backend data to prioritize the most engaged and best opportunities. Marketers can orchestrate campaigns through a variety of channels such as ads, social media, physical mail, marketing emails, as well as with the sales team, all reinforcing each other with consistent messaging and content and one standardized analytics stream handed over directly to sellers. This provides the foundation for persistent profiling and ongoing experience continuity, enabling a stronger communication channel with less back and forth email messaging, which saves time and improves relationships. Campaign efforts result in actual pipeline creation, building a revenue engine like never before. “Outreach is committed to making it easier for our customers to create pipeline and close more deals. We seek partners who further this mission, and Folloze definitely fits our criteria,” added Phillip Friedman, Head of Partner and Ecosystem at Outreach. “This integration helps sales and marketing teams become both more strategic and personalized in their prospect interactions, making each sales rep’s touch that much more impactful.” The integrated solution makes that all-important first touch even more compelling for joint customers by allowing Outreach users to understand prospects’ behavior with Folloze’s first-party intent signals within the Outreach platform. This deep behavioral data allows sellers to focus on the most likely prospects and quickly respond to capture moments of interest with personalized content. These benefits lead to far more cohesive, efficient, and effective sales and marketing efforts. “We look to get the most out of every tech investment, so we talked with the teams at Folloze and Outreach to see if there was a possibility to streamline the information flow to sales reps while keeping content consistent. We also wanted our sales reps to be able to take advantage of unique behavioral insights within one view,” said Benjamin Smokovich, Global Director of Innovation and Tech at SAP. “Our partners at Folloze and Outreach instantly recognized how compelling such an integration would be, and what they developed has far exceeded our expectations. Our teams are already reaping the benefits.” Specific capabilities available through the integration include: Add a Folloze board to an Outreach email with just a few clicks: Sharing an entire personalized experience is the most strategic way to engage prospects and track buyer behavior. Add a direct link to Folloze content in an Outreach email: Taking it one step further, the integration makes it possible to share a killer piece of content within a Folloze board, incorporated into an Outreach email, to quickly grab a prospect’s attention. Personalized Folloze board experience: Through a completely automated process, each prospect receives a customized and highly relevant experience that drives accelerated engagement and generates intent insights. View account and contact engagement activity within Outreach: Thanks to a fully integrated Folloze dashboard, sales professionals and managers are able to get real-time, first-party intent data to prioritize efforts and understand what’s working. Identity matching capabilities provide behavioral data: More insights give sales and marketing the ability to identify and truly understand who their prospects are so they can serve them much more effectively and efficiently at scale. Upcoming Webinar On June 13th, Folloze will host a webinar with featured guests from Outreach and SAP who will discuss modern marketing and sales techniques that will help you deploy your people, technology, and processes that will result in more account engagement and higher sales velocity. Please visit https://engage.folloze.com/folloze-plus-outreach-webinar to register. To find out more details on how the Folloze plus Outreach integration could work for you, please visit https://www.folloze.com/partners/outreach. About Folloze Folloze, creator of the world’s first and only no-code B2B Buyer Experience Platform (BX 3.0), is used by B2B marketing, sales, and revenue teams. Folloze BX 3.0 empowers any marketer to easily build data-driven, highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and revenue growth. Top B2B brands, including ServiceNow, Google Cloud, Cisco, Autodesk, Gigamon, and UL trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.com/.

Read More

CORE ABM

StackAdapt Releases In-Platform ABM Targeting and Measurement for B2B Advertisers

Business Wire | May 03, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, today announced a new self-serve, in-platform B2B solution for ABM Targeting and Measurement. For B2B marketers, getting in front of the right professionals with buying influence is essential, and StackAdapt's latest solution enables users to target high-value B2B audiences in the US based on account lists, firmographic and persona-level data. B2B companies continue to prioritize ABM as a crucial aspect of their marketing strategy and are making significant investments and commitments toward ABM. B2B marketers cannot rely on blanket targeting audiences as it may not be relevant to many of their clients. Instead, they require specific tools to target select account lists and employees based on their role or decision-making influence. This approach allows for more meaningful ad campaigns that can have a measurable impact. By using firmographic and account data to pivot their ad campaigns, B2B marketers can optimize their results and achieve greater success. StackAdapt’s in-platform offering uniquely operates within a closed-loop identity ecosystem to improve match rates. The goal is to target and engage specific high-value individuals, which requires a deep understanding of the audience. With full control over B2B data, StackAdapt ABM Targeting and Measurement attributes ad engagement back to the exact same authenticated audiences, ensuring that measurement is deterministic and highly accurate. This level of personalization and targeting is critical for creating meaningful engagement and driving desired outcomes such as highly qualified leads, revenue, and brand recognition. “StackAdapt ABM Targeting and Measurement has empowered Centerline Digital to better grow upper and mid-funnel campaign adoption and investment by clients,” said Joey Vara, Associate Paid Media Director at Centerline Digital. “In addition to targeting with confidence, StackAdapt provides an excellent diversity of inventory and tactics to execute throughout the buyer journey. With a renewed capability to effectively target and reach prospects at scale, programmatic has become the top driver of reach, traffic, and engagement for our client base.” StackAdapt’s ABM Targeting and Measurement is built off proprietary, in-house B2B ID graph technology that targets and measures the same authenticated audience, enabling users in a multitude of ways: Frictionless campaign creation and reporting: StackAdapt B2B customers will now be able to use this self-serve solution directly in the platform, allowing for frictionless campaign creation and reporting. Authenticated audiences are also ready for activation quicker than ever before. Audience intelligence: Understand how business professionals and decision-makers are engaging with campaigns and creatives to better iterate on campaign performance. Segment the audiences into more applicable groups that can be targeted using increasingly focused and effective means. Track progress across the buyer's journey: Learn what actions users are taking at which stage of the programmatic funnel to gain intelligence into your unique sales cycle, and prioritize what to do next. Impact on accounts and engagement: Discern interested and engaged accounts for prioritization within the sales team. Quantify your marketing dollars: Be empowered to show stakeholders how programmatic can help nurture and drive the ideal audience through a long and complex sales funnel and provide a return on ad spend. Diverse, multi-channel inventory: Users can reach their ideal audiences no matter where they spend their time through native, display, video, CTV, audio, and in-game, influencing their customer journey and decision-making process down the funnel. Low-risk activation: While other companies may require a long-term contract without providing a testing opportunity, StackAdapt allows companies to launch campaigns quickly and without contractual minimums, giving teams the confidence to test and learn. “We are thrilled to provide StackAdapt users this latest offering because they can now launch a highly scalable and measurable ABM strategy through programmatic technology,” explains Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. “B2B marketers can create highly targeted, personalized campaigns to win over best-fit accounts and nurture audiences through the B2B buying journey across all devices and different programmatic channels.” For six consecutive years, StackAdapt has been recognized as a high performer and the highest-ranked DSP in customer satisfaction on G2. For more information, visit www.stackadapt.com. About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.

Read More

BUYER INTENT DATA

Lead2Pipeline Expands Buyer Database in Europe and Asia-Pacific, Hires Thought Leadership Industry Veteran, and Moves from New York to Austin

PR Newswire | June 02, 2023

Lead2Pipeline, a B2B demand generation service used by global technology companies, announced its proprietary database of buyers has grown to more than 57 million worldwide. The company successfully recruited thought leadership industry veteran, Jarrett Simisky, to keep up with rising demand for lower funnel programs. To align itself with its growing technology customers, the company moved its headquarters from New York to Austin, Texas. Over the past twelve months, Lead2Pipeline's GDPR-first database has grown to more than 57 million global buyers, increasing 75% across Asia Pacific and 150% across EMEA. The company is one of only twenty global lead gen providers certified by LeadScale for verified leads which exceed GDPR standards for digital compliance. This allows Lead2Pipeline to deliver fully GDPR compliant lower funnel demand gen programs via email and phone across the DACH region (Austria, Germany, Switzerland) in English, French and German. Outside EMEA, the company has seen growth in Spanish-language programs across Latin America. Additionally, clients based in Singapore and Australia have been growing faster than their US counterparts, indicating a promising recovery for technology companies in Asia Pacific. "Our customers rely on our database to reach technology buyers in each region," explained Chip Klang, Co-Founder and CEO at Lead2Pipeline. "Despite the global recession, they continue to build pipeline for their sales teams by focusing on data and exclusively targeting buyers demonstrating intent for their solutions." As technology marketers face increased pressure to produce lower funnel (buyer-ready) leads for their sales teams, demand for research and survey-based content has grown significantly. To help design and scale these lower funnel content syndication programs, Lead2Pipeline successfully recruited one of the industry's most experienced thought leadership sales experts, Jarrett Simisky. Based in Boston, MA, Simisky has driven growth and forged partnerships at prolific brands, including QuinStreet (acquired by TechnologyAdvice), TCI, and TechTarget. "I'm excited to join Lead2Pipeline at a time when tech marketers are seeking guidance for their full funnel demand generation programs," says Simisky. "Lead2Pipeline's cutting edge intent signals allow our clients to target their high-quality content campaigns with precision." As SaaS companies grew rapidly during the pandemic, many built teams outside the Bay Area, Boston, and New York. Austin, Texas has been a major beneficiary of this nationwide migration of flex tech workers. In addition to engineering and customer success teams, Austin hosts a thriving tech marketing community. Earlier this year, Lead2Pipeline moved its headquarters from New York City, where the company was founded, to Austin, while maintaining a remote global workforce. The company expects to build strong relationships across the Austin tech marketing community, with key team members permanently based in Texas. "Technology giants and well-funded startups are laying down roots in Austin. We see a bright future for the growth of this city, and we want to build alongside our clients." added Klang. About Lead2Pipeline Lead2Pipeline helps drive growth for the world's most innovative technology companies, including VMware, Splunk, and BambooHR. Using artificial intelligence and privacy-protected intent data with full CAN-SPAM, CCPA, and GDPR compliance, the company delivers top, middle, and bottom of funnel demand generation campaigns across its proprietary database of 57M technology and business buyers worldwide. For more information, please visit www.lead2pipeline.com.

Read More

Events