Increasing ABM Engagement through Sales Empowerment

Apurva Pathak | July 13, 2022 | 159 views | Read Time : 07:02 min

Increasing ABM Engagemen
ABM implementation may be commonplace in the B2B domain, but the application of fundamental ABM concepts is not consistent. This inconsistency can impact the success of an ABM strategy. So, how can you ensure the success of your ABM?

Follow these four simple steps:

Look for Potential in Target Accounts

Your sales team must investigate the target accounts' potential. The sales team must act confidently when a buying group becomes active. Your team should build relationships with unengaged buying groups. This helps inspire new buying initiatives. It may also increase the buying group's proactivity.

Go Beyond the Lead-based Approach

Your sales and marketing teams must move past their lead-based approach for ABM to work properly. Leads alone won't deliver the desired impact and may even have negative effects. Sales management must understand the subtleties and motivate change in mindsets and processes.

Participate in Buying Group Marketing

Your sales team needs better group and individual monitoring technologies to implement buying group marketing to ABM. Quality purchase intent data can provide insights into the behavior of target account individuals. Appropriate intent data can show which solutions and purchase-related topics resonate with each buyer. Your team can then create better tactics and outreach.

Upgrade Your Sales Approaches

Present a high-value offer (HVO) that combines insights into the buying group's needs and interests, as well as their business. Address the challenges that you are facing in ABM execution with this HVO. Bring together your marketing, sales, and account executives to chalk out relevant processes, roles, and responsibilities.

With an Empowered Sales Team, Your ABM Engagement Rises

An enabled sales team can help you drive improved revenue from a defined set of target accounts if it has the right approach and flexibility to optimize its processes and responsibilities.

Spotlight

Blue Business

Vital input helps you make the right strategic decisions and forms the backbone of the creative process. The right marketing mix and the right messaging needed to meet your goals when you go live. Generating, qualifying and nurturing leads to increase sales and marketing effectiveness.

OTHER ARTICLES
ABM ACCOUNTS

Intent Marketing: Removing Guesswork Out of Marketing

Article | November 20, 2021

In 2018, Demand Gen Report’s ABM Benchmark Survey found that 25% of participating B2B companies used buyer intent data and monitoring tools. 35% of them planned on using intent data within a year. Cut to 2022, and about 99% of B2B marketers are using some form of B2B intent data in their marketing campaigns to target accounts (Source: InboxInsight). In his exclusive interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about how data helps convert leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” Buyer intent data helps in creating a robust foundation for your marketing efforts. Let us look at how intent marketing can help you get the sales and ROI you desire. Intent Marketing: The New Normal in B2B Intent-based marketing uses consumer data that signals purchasing intent through consumption of relevant content like blogs and infographics; product comparisons; product reviews; message boards; case studies; and news. Through this data, you can find out what your prospects are looking for, which stage of the customer journey they are in, if they are researching solutions or ready to make a purchase, and what kind of steps you can take to get in front of them. One of the most important benefits of intent marketing is that it removes the guesswork out of your marketing campaigns and ensures that you are targeting the correct prospects. This targeting can be done through either intent-based branding or intent-based marketing. Intent-based branding decodes the behavior of your target audience online while intent-based marketing harnesses data on the prospect’s buying behavior so you can tailor your marketing offerings accordingly. Consequently, your sales cycle is shortened. Power-up Your Content Strategy The biggest challenge B2B marketers like you face today is to cut through all the noise and create an impact on their prospects. Consumers have a host of content options. However, they do not want to consume unnecessary information. When the content is personalized to match their needs and goals, they are more likely to engage with it. Intent data helps you plan your content as it provides you with information on the theme, buyer personas and their behavior, buyer journey maps, content formats, copy, call to action (CTA), and keyword strategy that will best suit your prospect targeting efforts. An intent-based content strategy can deliver leads while increasing conversion rates and sales. It can give you the competitive edge you need to influence your prospects at the right time. Drive Sales and ROI Intent marketing brings in more conversions on landing pages and overall higher traffic and qualified leads to your website. It uses intent information to recruit engaged prospects for sales demos and events. It helps sales teams to effectively rank their leads and accounts so that they can focus on the right leads at the right time and not miss out on any sales opportunities. Your sales teams can execute effective nurture campaigns and create sales pitches with messaging that appeals to a target account’s buying committee. This messaging addresses the account’s pain points and requirements and accelerates the buying decision. Additionally, intent marketing helps improve customer retention rates and makes it easy for teams to identify cross-sell and upsell opportunities. It takes into consideration the existing customers’ signals to find any at-risk accounts to prevent churn and increase renewal. Data-driven Marketing Personalization Intent data makes it easy to personalize your marketing efforts and provides an accurate report of prospective signals, their needs, and interests so that you can segment and categorize them. Once this segmentation is done, you can determine what kind of content needs to be created and displayed for these accounts depending on their position in the buying cycle. With this kind of personalization, your target audience gets to know that you care about them and you can connect with them on a deeper level. Increase ABM Efficiency B2B buyer intent data helps your marketing, sales, and customer success teams align their goals so that they can agree on target accounts, establish lead hand-off processes, and diversify investments to target newer, relevant accounts while maintaining the current customer list. Intent data provides marketing intelligence for creating ICP in marketing, messaging, and brand positions for B2B account-based marketing. Additionally, it provides account intelligence for target account list creation, ways to increase engagement, improve lead scoring in ABM and lead nurturing tracks, thus increasing the efficiency of your account-based marketing. Summing It Up Intent-based marketing helps B2B marketers like you to understand potential customers so you can find high-value accounts and nurture them through customized content and targeted campaigns.

Read More
ABM ACCOUNTS

Account Selection: How To Win Before You Start

Article | June 10, 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
ABM ACCOUNTS

5 Steps for Succeeding in Account-Based Marketing

Article | January 11, 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

Spotlight

Blue Business

Vital input helps you make the right strategic decisions and forms the backbone of the creative process. The right marketing mix and the right messaging needed to meet your goals when you go live. Generating, qualifying and nurturing leads to increase sales and marketing effectiveness.

Related News

ABM ACCOUNTS

mCloud Integrates with Google Cloud to Accelerate Revenue Growth and Maximize Cost Efficiency

mCloud, Google Cloud | November 02, 2022

mCloud Technologies Corp. (Nasdaq: MCLD) (TSXV: MCLD), ("mCloud" or the "Company") a provider of cloud technology solutions optimizing the performance, reliability, and sustainability of energy-intensive assets today announced it has implemented a new go-to-market plan on the back of its recent announcement it had entered a strategic partnership with Google Cloud. As announced on October 27, 2022, this strategic partnership closely integrates and aligns the Company with Google Cloud to jointly co-market, co-sell, and deliver AssetCare sustainability solutions to customers worldwide, starting with specific customers already working with both companies globally and in the United States, Canada, UK and Europe, Saudi Arabia, Malaysia, and Japan. These activities will widen the AssetCare business and expand mCloud's customer base. As a result of this integration, mCloud expects it will benefit from greater than 25% improvements to its cost structure beginning in calendar Q4 2022 and fully in place by end of Q1 2023. These optimizations include an approximate 25% reduction in headcount already implemented in Q3 2022, aligned with the Company's exit from its Technical Project Services business (see below), along with sustained improvements to costs associated with sales and marketing and research and development as these align with Google Cloud. Go-to-Market Plan Specifics with Google Cloud Account-based sales with Google Cloud: mCloud has already taken action to collaborate and coordinate with Google Cloud to define and kick-off joint sales with key accounts globally. These joint sales activities are focused near-term on annual recurring revenue ("ARR") growth through the close of immediate AssetCare opportunities, complemented by longer-term account plans that increase account ARR through mutual up-sell and cross-sell of AssetCare and Google services. Exit from Technical Project Services: With joint mCloud-Google Cloud sales activities now underway, the Company decided in Q3 2022 to fully exit its Technical Project Services business in favor of focusing the Company's resources on higher-margin AssetCare growth. The renewed focus on AssetCare sales and delivery enables mCloud to leverage the continued customer access it achieved through its Technical Project Services business in western Canada. These customers are now among the key accounts being jointly targeted by mCloud and Google Cloud. The Company reduced headcount primarily in the areas of direct delivery of professional services, retaining the data and expertise from this business, which remains invaluable in the development and delivery of AssetCare worldwide. Retirement of low-value legacy connected assets and workers: As the Company integrates AssetCare with Google Cloud, the Company has also elected not to continue delivering or pursuing the renewal of numerous assets and workers contracted early in mCloud's history. Most of these connected assets and workers are from disparate small-box retail facilities that would not see any direct benefit from the transition to Google Cloud and relied on legacy infrastructure that will be made obsolete with AssetCare on the Google Cloud Platform. Growth from sales jointly with Google Cloud is expected to rapidly make up and exceed the minor recurring value of these connections. Migration and integration of AssetCare technologies with Google Cloud: Technology development activities to move AssetCare to Google Cloud are already underway. For customer applications such as AssetCare connected worker capabilities using Agnity communications capabilities, the move to Google Cloud will mean faster deployment, streamlined onboarding by way of eliminating legacy dependencies on virtual machines no longer required on Google Cloud, and a more powerful, more precise, and more robust user experience via AssetCare capabilities in the field. Auto dealerships focus in North America: mCloud and Google Cloud are also jointly pursuing the digital transformation of auto dealerships, aligned with mCloud's focus on delivering electric vehicle (EV) charging optimization capabilities at these facilities. Google offers unique workplace solutions for auto dealerships that translate into an even more compelling AssetCare value proposition for auto dealerships looking to digitalize their operations. Announced on May 5, 2022, mCloud has worked with Carbon Royalty Corp throughout this calendar year to advance this growth focus. Carbon Royalty Corp has provided mCloud with the working capital to implement AssetCare at auto dealerships, including the purchase of required permit applications, hardware, and the support needed to develop carbon credits and foster the generation of carbon offsets. With the Google Cloud partnership now in place, mCloud has approached Carbon Royalty Corp with the possibility of potentially restructuring the original agreement while Carbon Royalty Corp continues to operate and manage the carbon credits and all other offsets jointly generated by mCloud and Google Cloud. While no agreement has yet been reached and there is no guarantee such an agreement will be achieved, mCloud and Carbon Royalty Corp are working toward a mutually beneficial arrangement where mCloud returns the deployed capital used in customer deployment, permitting, and solution development, evolving the relationship to one focused around leveraging Carbon Royalty Corp's expertise to manage and develop carbon credits and carbon offsets across all joint mCloud and Google Cloud activities, tracked through AssetCare for a fixed royalty rate. mCloud President and CEO Russ McMeekin offered additional commentary on the plan: "The nature of our strategic partnership and integration with Google Cloud includes mechanisms for contracting via Google Cloud as the contracting entity to end customers. As a result, the details of customer contracts must remain confidential in accordance with Google Cloud policies." mCloud President and CEO Russ McMeekin offered additional commentary on the plan:"The nature of our strategic partnership and integration with Google Cloud includes mechanisms for contracting via Google Cloud as the contracting entity to end customers. As a result, the details of customer contracts must remain confidential in accordance with Google Cloud policies. As announced earlier this week, we are moving very quickly to join forces with Google Cloud in co-selling AssetCare worldwide to drive ARR growth. mCloud and Google Cloud together is truly a sum greater than its parts." About mCloud Technologies Corp. mCloud is unlocking the untapped potential of energy-intensive assets with cloud-based solutions that curb energy waste, maximize energy production, eliminate harmful emissions, and get the most out of critical energy infrastructure. Through mCloud's portfolio of AssetCare™ solutions, mCloud enables asset owners and operators in energy- and asset-intensive industries such as oil and gas, wind, and commercial facilities to use cloud-based digital twins, AI, and analytics to optimize asset performance, reliability, and sustainability. mCloud has a worldwide presence with offices in North America, Europe, the Middle East, and Asia-Pacific. The company's common shares trade in the United States on Nasdaq and in Canada on the TSX Venture Exchange under the symbol MCLD. Visit mcloudcorp.com to learn more.

Read More

ABM ACCOUNTS

NextRoll Promotes Industry Veteran Roli Saxena to CEO

NextRoll, RollWorks | November 15, 2022

NextRoll, a marketing technology company that enables ambitious marketers to grow their businesses, today announced that it has promoted Roli Saxena to CEO, effective immediately. In her new role, Saxena is responsible for leading NextRoll's next phase of its transformation journey, as well as leveraging deep data and machine learning advantages to create new business opportunities. Saxena, who is succeeding interim CEO and CFO Peter Krivkovich, will continue to move the company forward on its path of product-led growth in the marketing technology space. She will oversee overall company performance for both of NextRoll's two business units: AdRoll, its marketing and advertising platform for eCommerce brands, and RollWorks, its account-based marketing platform to help B2B companies grow revenue. Additionally, she will be responsible for building on the already strong culture that NextRoll has for its employees - creating company-wide initiatives that drive diversity and empowerment for current and future talent. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "By tapping into our core machine learning and data capabilities, we are solving critical challenges for our customers. I look forward to leading us through what's next on our journey. During my period with AdRoll, I've been incredibly impressed with the DE&I standards that NextRoll has in place. I am thrilled to be able to expand upon that and ensure that diversity, equity, inclusion and belonging continue to be in the fabric of our culture, an approach that ultimately benefits everyone involved." Saxena joins NextRoll from the company's eCommerce focused business unit, AdRoll, where she spent more than a year and a half serving as President. During that time, she helped shepherd incredible growth and traction in software and partnerships - hiring new talent and expanding opportunities with partners like Shopify. Prior to joining NextRoll, Saxena served as Chief Customer Officer at Brex, where she transitioned the company from a single product to a multi-product SaaS company, accelerating growth and transformation. She also headed up Sales and Customer Success teams at LinkedIn that were instrumental to the company's IPO and its growth to more than three billion dollars in revenue. "I've enjoyed watching Roli grow in her current position with AdRoll over the last few years, and I couldn't think of a leader more suited for NextRoll," said Krivkovich. "Roli's experience and compassion made her the obvious choice to take over the reins and I feel confident stepping away from this role knowing that she will be there to drive incredible growth, just like she has done with AdRoll." Along with her role as CEO of NextRoll, Saxena will also temporarily continue to serve as President of AdRoll. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote friendly company headquartered in San Francisco, CA with additional offices in New York City, Salt Lake City, Dublin and Sydney. To learn more visit www.nextroll.com. About AdRoll AdRoll is a marketing and advertising platform that helps ecommerce brands grow revenue and save time on one streamlined platform. Make web ads, social ads, and email work together and more effectively run, measure, and optimize your marketing efforts. Powered by industry-leading automation and personalization, AdRoll's machine learning capabilities analyze real-time advertising data to drive traffic and sales. AdRoll helps customers generate more than $246 billion in sales annually and has been used by over 140,000 brands since 2006. Get started today at www.adroll.com About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

ABM ACCOUNTS

RollWorks Announces Open Beta of Contact Insights

RollWorks | November 04, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today announced the beta version of Contact Insights, a capability that helps B2B sales teams prioritize and develop more personalized and refined account-based strategies. Contact Insights surfaces contact-level data (name, email, title, department) in a single source of truth, and provides the ability to add contacts directly to a sales sequence from within Sales Insights, helping sales teams streamline workflows, build out the buying committee at a target account, and easily prioritize and personalize outreach. "Sales' ability to deeply segment allows them to be more compelling and relevant with the entire buying team based on where they are in the sales process, but also on stakeholder goals, challenges, and success measures," said Shawn Cook, VP of New Business Sales, RollWorks. "Sales' ability to deeply segment allows them to be more compelling and relevant with the entire buying team based on where they are in the sales process, but also on stakeholder goals, challenges, and success measures," said Shawn Cook, VP of New Business Sales, RollWorks. "With Contact Insights and the Outreach integration, sellers can move prospects into sequences by fit and behaviors based on what's happening in the sales cycle. Imagine sequences for accounts where fewer than three contacts are engaged with the goal of driving consensus. Or triggering a competitive differentiation sequence automatically when a competitor's name is raised in a call. Who wouldn't want to trigger digital responses without the manual approach?" RollWorks' new integration with Outreach enables organizations to take timely action by adding contacts directly to an Outreach sequence right from within the CRM. With RollWorks Contact Insights, sales teams can: Streamline their prospecting by accessing account and contact-level data in one place and take timely action by adding contacts to a sales sequence from their CRM Get more responses by prioritizing contacts and personalizing messaging for each persona Identify gaps in the buying committee and determine contacts needed to get multi-threaded Upcoming Contact Insights features will surface additional first party activity data, such as email opens and campaign touchpoints, for known contacts within the CRM platform to help sales better prioritize contacts for outreach and personalize messaging based on engagement activity. RollWorks Contact Insights is part of RollWorks' larger Sales Insights solution, which prioritizes accounts for sales outreach using data science models to uncover signals of an account's engagement with a company's website and ads. Contact Insights is available to all RollWorks customers that have Salesforce or HubSpot CRM integrated and an Outreach subscription. Learn more about how RollWorks Contact Insights can help you better prioritize and personalize your outreach. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

ABM ACCOUNTS

mCloud Integrates with Google Cloud to Accelerate Revenue Growth and Maximize Cost Efficiency

mCloud, Google Cloud | November 02, 2022

mCloud Technologies Corp. (Nasdaq: MCLD) (TSXV: MCLD), ("mCloud" or the "Company") a provider of cloud technology solutions optimizing the performance, reliability, and sustainability of energy-intensive assets today announced it has implemented a new go-to-market plan on the back of its recent announcement it had entered a strategic partnership with Google Cloud. As announced on October 27, 2022, this strategic partnership closely integrates and aligns the Company with Google Cloud to jointly co-market, co-sell, and deliver AssetCare sustainability solutions to customers worldwide, starting with specific customers already working with both companies globally and in the United States, Canada, UK and Europe, Saudi Arabia, Malaysia, and Japan. These activities will widen the AssetCare business and expand mCloud's customer base. As a result of this integration, mCloud expects it will benefit from greater than 25% improvements to its cost structure beginning in calendar Q4 2022 and fully in place by end of Q1 2023. These optimizations include an approximate 25% reduction in headcount already implemented in Q3 2022, aligned with the Company's exit from its Technical Project Services business (see below), along with sustained improvements to costs associated with sales and marketing and research and development as these align with Google Cloud. Go-to-Market Plan Specifics with Google Cloud Account-based sales with Google Cloud: mCloud has already taken action to collaborate and coordinate with Google Cloud to define and kick-off joint sales with key accounts globally. These joint sales activities are focused near-term on annual recurring revenue ("ARR") growth through the close of immediate AssetCare opportunities, complemented by longer-term account plans that increase account ARR through mutual up-sell and cross-sell of AssetCare and Google services. Exit from Technical Project Services: With joint mCloud-Google Cloud sales activities now underway, the Company decided in Q3 2022 to fully exit its Technical Project Services business in favor of focusing the Company's resources on higher-margin AssetCare growth. The renewed focus on AssetCare sales and delivery enables mCloud to leverage the continued customer access it achieved through its Technical Project Services business in western Canada. These customers are now among the key accounts being jointly targeted by mCloud and Google Cloud. The Company reduced headcount primarily in the areas of direct delivery of professional services, retaining the data and expertise from this business, which remains invaluable in the development and delivery of AssetCare worldwide. Retirement of low-value legacy connected assets and workers: As the Company integrates AssetCare with Google Cloud, the Company has also elected not to continue delivering or pursuing the renewal of numerous assets and workers contracted early in mCloud's history. Most of these connected assets and workers are from disparate small-box retail facilities that would not see any direct benefit from the transition to Google Cloud and relied on legacy infrastructure that will be made obsolete with AssetCare on the Google Cloud Platform. Growth from sales jointly with Google Cloud is expected to rapidly make up and exceed the minor recurring value of these connections. Migration and integration of AssetCare technologies with Google Cloud: Technology development activities to move AssetCare to Google Cloud are already underway. For customer applications such as AssetCare connected worker capabilities using Agnity communications capabilities, the move to Google Cloud will mean faster deployment, streamlined onboarding by way of eliminating legacy dependencies on virtual machines no longer required on Google Cloud, and a more powerful, more precise, and more robust user experience via AssetCare capabilities in the field. Auto dealerships focus in North America: mCloud and Google Cloud are also jointly pursuing the digital transformation of auto dealerships, aligned with mCloud's focus on delivering electric vehicle (EV) charging optimization capabilities at these facilities. Google offers unique workplace solutions for auto dealerships that translate into an even more compelling AssetCare value proposition for auto dealerships looking to digitalize their operations. Announced on May 5, 2022, mCloud has worked with Carbon Royalty Corp throughout this calendar year to advance this growth focus. Carbon Royalty Corp has provided mCloud with the working capital to implement AssetCare at auto dealerships, including the purchase of required permit applications, hardware, and the support needed to develop carbon credits and foster the generation of carbon offsets. With the Google Cloud partnership now in place, mCloud has approached Carbon Royalty Corp with the possibility of potentially restructuring the original agreement while Carbon Royalty Corp continues to operate and manage the carbon credits and all other offsets jointly generated by mCloud and Google Cloud. While no agreement has yet been reached and there is no guarantee such an agreement will be achieved, mCloud and Carbon Royalty Corp are working toward a mutually beneficial arrangement where mCloud returns the deployed capital used in customer deployment, permitting, and solution development, evolving the relationship to one focused around leveraging Carbon Royalty Corp's expertise to manage and develop carbon credits and carbon offsets across all joint mCloud and Google Cloud activities, tracked through AssetCare for a fixed royalty rate. mCloud President and CEO Russ McMeekin offered additional commentary on the plan: "The nature of our strategic partnership and integration with Google Cloud includes mechanisms for contracting via Google Cloud as the contracting entity to end customers. As a result, the details of customer contracts must remain confidential in accordance with Google Cloud policies." mCloud President and CEO Russ McMeekin offered additional commentary on the plan:"The nature of our strategic partnership and integration with Google Cloud includes mechanisms for contracting via Google Cloud as the contracting entity to end customers. As a result, the details of customer contracts must remain confidential in accordance with Google Cloud policies. As announced earlier this week, we are moving very quickly to join forces with Google Cloud in co-selling AssetCare worldwide to drive ARR growth. mCloud and Google Cloud together is truly a sum greater than its parts." About mCloud Technologies Corp. mCloud is unlocking the untapped potential of energy-intensive assets with cloud-based solutions that curb energy waste, maximize energy production, eliminate harmful emissions, and get the most out of critical energy infrastructure. Through mCloud's portfolio of AssetCare™ solutions, mCloud enables asset owners and operators in energy- and asset-intensive industries such as oil and gas, wind, and commercial facilities to use cloud-based digital twins, AI, and analytics to optimize asset performance, reliability, and sustainability. mCloud has a worldwide presence with offices in North America, Europe, the Middle East, and Asia-Pacific. The company's common shares trade in the United States on Nasdaq and in Canada on the TSX Venture Exchange under the symbol MCLD. Visit mcloudcorp.com to learn more.

Read More

ABM ACCOUNTS

NextRoll Promotes Industry Veteran Roli Saxena to CEO

NextRoll, RollWorks | November 15, 2022

NextRoll, a marketing technology company that enables ambitious marketers to grow their businesses, today announced that it has promoted Roli Saxena to CEO, effective immediately. In her new role, Saxena is responsible for leading NextRoll's next phase of its transformation journey, as well as leveraging deep data and machine learning advantages to create new business opportunities. Saxena, who is succeeding interim CEO and CFO Peter Krivkovich, will continue to move the company forward on its path of product-led growth in the marketing technology space. She will oversee overall company performance for both of NextRoll's two business units: AdRoll, its marketing and advertising platform for eCommerce brands, and RollWorks, its account-based marketing platform to help B2B companies grow revenue. Additionally, she will be responsible for building on the already strong culture that NextRoll has for its employees - creating company-wide initiatives that drive diversity and empowerment for current and future talent. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "By tapping into our core machine learning and data capabilities, we are solving critical challenges for our customers. I look forward to leading us through what's next on our journey. During my period with AdRoll, I've been incredibly impressed with the DE&I standards that NextRoll has in place. I am thrilled to be able to expand upon that and ensure that diversity, equity, inclusion and belonging continue to be in the fabric of our culture, an approach that ultimately benefits everyone involved." Saxena joins NextRoll from the company's eCommerce focused business unit, AdRoll, where she spent more than a year and a half serving as President. During that time, she helped shepherd incredible growth and traction in software and partnerships - hiring new talent and expanding opportunities with partners like Shopify. Prior to joining NextRoll, Saxena served as Chief Customer Officer at Brex, where she transitioned the company from a single product to a multi-product SaaS company, accelerating growth and transformation. She also headed up Sales and Customer Success teams at LinkedIn that were instrumental to the company's IPO and its growth to more than three billion dollars in revenue. "I've enjoyed watching Roli grow in her current position with AdRoll over the last few years, and I couldn't think of a leader more suited for NextRoll," said Krivkovich. "Roli's experience and compassion made her the obvious choice to take over the reins and I feel confident stepping away from this role knowing that she will be there to drive incredible growth, just like she has done with AdRoll." Along with her role as CEO of NextRoll, Saxena will also temporarily continue to serve as President of AdRoll. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote friendly company headquartered in San Francisco, CA with additional offices in New York City, Salt Lake City, Dublin and Sydney. To learn more visit www.nextroll.com. About AdRoll AdRoll is a marketing and advertising platform that helps ecommerce brands grow revenue and save time on one streamlined platform. Make web ads, social ads, and email work together and more effectively run, measure, and optimize your marketing efforts. Powered by industry-leading automation and personalization, AdRoll's machine learning capabilities analyze real-time advertising data to drive traffic and sales. AdRoll helps customers generate more than $246 billion in sales annually and has been used by over 140,000 brands since 2006. Get started today at www.adroll.com About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

ABM ACCOUNTS

RollWorks Announces Open Beta of Contact Insights

RollWorks | November 04, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today announced the beta version of Contact Insights, a capability that helps B2B sales teams prioritize and develop more personalized and refined account-based strategies. Contact Insights surfaces contact-level data (name, email, title, department) in a single source of truth, and provides the ability to add contacts directly to a sales sequence from within Sales Insights, helping sales teams streamline workflows, build out the buying committee at a target account, and easily prioritize and personalize outreach. "Sales' ability to deeply segment allows them to be more compelling and relevant with the entire buying team based on where they are in the sales process, but also on stakeholder goals, challenges, and success measures," said Shawn Cook, VP of New Business Sales, RollWorks. "Sales' ability to deeply segment allows them to be more compelling and relevant with the entire buying team based on where they are in the sales process, but also on stakeholder goals, challenges, and success measures," said Shawn Cook, VP of New Business Sales, RollWorks. "With Contact Insights and the Outreach integration, sellers can move prospects into sequences by fit and behaviors based on what's happening in the sales cycle. Imagine sequences for accounts where fewer than three contacts are engaged with the goal of driving consensus. Or triggering a competitive differentiation sequence automatically when a competitor's name is raised in a call. Who wouldn't want to trigger digital responses without the manual approach?" RollWorks' new integration with Outreach enables organizations to take timely action by adding contacts directly to an Outreach sequence right from within the CRM. With RollWorks Contact Insights, sales teams can: Streamline their prospecting by accessing account and contact-level data in one place and take timely action by adding contacts to a sales sequence from their CRM Get more responses by prioritizing contacts and personalizing messaging for each persona Identify gaps in the buying committee and determine contacts needed to get multi-threaded Upcoming Contact Insights features will surface additional first party activity data, such as email opens and campaign touchpoints, for known contacts within the CRM platform to help sales better prioritize contacts for outreach and personalize messaging based on engagement activity. RollWorks Contact Insights is part of RollWorks' larger Sales Insights solution, which prioritizes accounts for sales outreach using data science models to uncover signals of an account's engagement with a company's website and ads. Contact Insights is available to all RollWorks customers that have Salesforce or HubSpot CRM integrated and an Outreach subscription. Learn more about how RollWorks Contact Insights can help you better prioritize and personalize your outreach. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

Events