Marketo Founder Extends Concept of Account-Based Marketing

Marketo co-founder Jon Miller claims he's advancing the concept of account-based marketing to "account-based everything”. In a flagship release from his new venture, Engagio, Miller said he's offering a coordinated strategy that links decision-makers in an account across channels and departments. “It’s sort of analogy to a football play,” Miller said. You think “about how you’re lining up and what everybody is doing on each side” to loop everyone in on the team about a target account, improving efficiencies and enabling deeper levels of personalization.

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Sellpoints, Inc.

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Buyer Intent Data

Increasing ABM Engagement through Sales Empowerment

Article | March 6, 2023

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.

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Programmatic ABM

3 Effective ABM Tactics for B2B Marketers

Article | June 9, 2022

In 2021, 70% of marketers reported using an account-based marketing campaign. Since 2020, their numbers have gone up by 15%. One of the reasons ABM has become so popular is that it can greatly enhance customer loyalty and revenue by tailoring the buyer's journey for unique clients. ABM tactics can further enrich an ABM strategy. In an interview with Media 7, Tim Kopp, CEO of Terminus, talked about the account-based marketing process. “ABM flips the traditional approach of generating leads on its head. It doesn’t adhere to the idea that a full sales funnel will create a trickle-down effect leading to high conversion rates. Instead, ABM enables marketers to refine the criteria by which they identify buyers. While marketers might not have the same amount of leads, each lead is targeted and relevant — and thus more likely to convert.” Account-based marketing is being implemented confidently by more and more B2B marketers. It is important to find ways to amplify its impact on your revenue through accurate targeting and conversions. Let us take a look at three effective ABM tactics that can help you enhance your account-based marketing strategy. 3 Effective ABM Tactics for B2B Marketers Improve Your ABM Funnel's Performance Account-based marketing funnel optimization may be one of the most effective ABM tactics to grow your business. The following techniques can help you improve your funnel’s overall performance: Audit Your Content Smartly Check if your content is personalized according to your target accounts' personas and industry. Does it address the specific needs and pain points of your target accounts? Your content can help you narrow down your list of ideal customers. Make Good Use of Intent Data Dynamic ABM targeting is essential. Based on data from your CRM and other platforms, update your list of target accounts. Make sure you have a good idea of what your target audience is looking for. Are there issues with your company, products, or services that you provide? Always use this information to improve your list. Approach Different Markets Confidently Run multiple account-based marketing campaigns with varying degrees of customization and investment parallelly. Choose between ABM Lite (targeting a small number of accounts), Programmatic ABM (targeting many accounts), or Strategic ABM (targeting a single account) according to your business goals. Optimize Engaged Accounts No two engaged accounts can be in the same sales funnel stage. So, optimizing engaged accounts can be difficult. Start by tracking click-through rates, organic website traffic, email open rates, and any other digital interactions with your brand to see how effective your ads are. Your ads must be both informative and visually appealing. Reach engaged accounts through social media, email, and other suitable channels. Unlock Opportunities Lead generation strategies based on advertising retargeting allow your sales team to tap into accounts that have previously interacted with your ads with renewed vigour. By working with your sales team to develop an account engagement model that defines an "engaged account," you can streamline the lead generation strategies by limiting the number of accounts that your team is required to manage. Increase Outreach Your target account stakeholders' employees should be the focus of your outreach efforts. Target accounts can be contacted via direct mail or in-person meetings. As a result, new pipeline opportunities are now available. You can reach a larger audience by using one-on-one C-level campaigns like phone calls and demos. Implement Marketing Automation Artificial intelligence (AI) marketing can help you improve your B2B account-based marketing strategy. It gives you predictive insights and makes your communication more effective. In your account-based marketing process, marketing automation can run email campaigns that can show you how people interact with your account. CRM data is used by AI and big data to get information about people from different platforms. This information can help you make your content unique for more ABM targeting. Account-based marketing services give you the ability to run targeted marketing campaigns at scale. As an account-based marketing service, ABM automation aims to target firms with multi-person purchasing committees extensively by utilizing individualized content and engagement to influence their purchase decisions. The immediate impact of using marketing automation in your B2B marketing strategy is a shorter sales cycle, a free marketing team, better sales and marketing team alignment, and stronger customer retention. You can start off by creating your ICP. After that, you can set up your target account, integrate your account-based marketing strategy with marketing automation software and your CRM. Then you can create impressive campaigns, personalize content, and offer tailored engagement to your target accounts. You can access the performance of your ABM marketing strategy using marketing automation software’s dashboard and tweak your strategy to make the most of it. Analyze and Improve Your Strategy B2B account-based marketing requires regular testing of your ad wording, content, design, and channel aspects to see what works and what doesn't. You can improve the efficiency of your approach by keeping tabs on key performance indicators (KPIs). Instead of abandoning a tactic because it isn't working, improve it by tweaking it. Account-based marketing approaches can succeed only if you assess how they affect your strategy and continually improve its execution. In an interview with Media 7, Abhi Yadav, Founder & CTO of Zylotech, talked about the importance of customer intelligence in marketing. “Tracking every point of engagement is critical in delivering a holistic view of where buyers are actively engaged and what’s working.” Developing an efficient B2B marketing strategy using the ABM approach requires a great deal of trial and error. Optimize your ABM approach by defining and measuring your KPIs. This B2B ABM marketing tactic is crucial to understanding how effectively you are engaging key accounts and moving them forward in the sales funnel. Couchbase Generated $1.5 Million in Pipeline Opportunities Using ABM Couchbase, a NoSQL database provider for enterprises, used a data-based ABM strategy to determine the interests of their target customers. They then combined real-world behavior with system-generated social personas of their customers, which helped them generate $1.5 million in pipeline opportunities. Conclusion These account-based marketing tactics can help you optimize your ABM marketing strategy. Concentrating on your funnel metrics and KPI and constantly improving your strategy can help you get the best results. FAQ What are funnel metrics? Velocity (time spent in days by a prospect in each stage of the funnel), conversion rates (percentage of leads that move from stage to stage in the funnel), and volume (number of leads passing through any stage of the funnel) are funnel metrics. Improving them is a great B2B ABM marketing tactic. What are the benefits of account-based marketing automation? ABM automation is a great account-based marketing tactic. It allows you to set up a marketing process at once and then scale it across different campaigns. With the help of automation, tasks like media buying, modeling, upselling, and ad targeting are carried out efficiently. How can you develop an effective ABM strategy? Start by identifying key accounts. You can then map their decision-makers, create targeted campaigns to get their engagement, decide on the best channels to approach them, execute your marketing campaigns, and finally measure the results of your ABM strategy.

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Core ABM

Intent Marketing: Removing Guesswork Out of Marketing

Article | June 20, 2023

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.

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Core ABM

9 Account-based Marketing Benefits Explained

Article | January 20, 2022

Account-based marketing has been around since the early 2000s, but only recently have businesses started to implement it widely in their marketing strategies. By focusing on ideal customer profiles (ICP), businesses shortlist key accounts and target them with customized content campaigns to convert them from marketing-qualified leads to buyers. An account-based marketing strategy uses sales and marketing orchestration to transform the way key accounts are approached. ABM marketing contributed to a 70 percent increase in the number of opportunities created. (Source: Gartner) Nash Haywood, Global Director-Digital Conversion & Paid Media, Genesys, talked about ABM’s impact on how sales and marketing teams function. “We wanted to have more control of the entire (marketing and sales) process, and an ABM approach allowed us to do that.” B2B account-based marketing drives valuable engagement and leads to higher ROI as compared to other marketing strategies. Benefits of Account-based Marketing Account-based marketing benefits range from increased marketing efficiency and higher ROI to higher engagement and retention. Let us take a look at them in detail: ABM Enhances Your Marketing Efforts ABM marketing is data-driven. Account-based management becomes easy with crucial data like role, industry, and buyer journey stage. Based on this data, appealing personalized content campaigns are created to target key accounts. These campaigns optimize your marketing efforts. They also give insights on which channels and messages appeal to your targeted key accounts so that you can refine your account-based marketing strategy. According to Emarketer, 46 percent of marketers are benefitting from real-time optimization to accelerate their pipeline revenue. Sales and Marketing Teams Synchronize An account-based marketing campaign aligns the goals of the sales and marketing teams. It also brings other important stakeholders, like the IT team and the executive team, together to create an effective strategy for achieving goals. Sales and marketing orchestration can lead to a massive increase in marketing revenue (up to 208 percent as stated by MarketingProfs). ABM Improves Marketing Efficiency Account-based marketing automation technology helps streamline marketing processes and scale ABM implementation across different marketing campaigns. Activities like ad targeting, modelling, upselling media buying, and executing lead nurturing campaigns can be done efficiently using account-based marketing software. You can cease marketing to accounts that do not respond to your campaigns and focus on the ones that do. This can help you save your money and allocate your time and resources better. You Retain Customers Better ABM uses hyper-personalized content to pursue higher customer engagement and retention. By showing key accounts the content they want to see, brand awareness and trust are increased. An account-based marketing campaign, especially one created to engage target accounts, contributes to an enhanced customer experience that makes B2B marketing significantly impactful. It translates to long-term associations and bigger deal sizes. You Close Deals Faster You can move key accounts through the sales funnel swiftly and close deals faster by identifying decision-makers of your key accounts. B2B account-based marketing saves time and resources, which can be used to generate new leads. That is why this is one of the most important account-based marketing benefits. ABM Improves Deal Sizes Account-based B2B marketing targets only key accounts with buyer intent. It is about quality more than quantity, and this makes a whole lot of difference in how you approach accounts and strike deals. A shorter sales cycle through account-based marketing means landing a big account that signs away more money than many small accounts would. You Get a Higher ROI According to a report by ITSMA, 87 percent of marketers stated that ABM delivered a higher ROI as compared to other marketing strategies. Since account-based marketing is a data-driven strategy that uses personalized content to target accounts, this approach is easier and more cost-effective as it saves time and resources because of its precision. ABM Performance Is Measurable Account-based reporting is a key account-based marketing benefit. Using metrics like engagement, brand awareness, target account reach, retention, ROI, and influence helps you understand how well your ABM strategy is working. You can optimize your strategy to make it perform better. ABM Makes You the Expert While implementing account-based B2B marketing, you gain deep insights into the conversion behaviours, preferences, challenges, and needs of your target accounts. This knowledge makes you an expert in offering solutions that your target accounts crave. It also helps with new service or product design ideas that can cater to customers in a more personal way. Creating an ABM Strategy That Works To create an account-based marketing program that works, follow these steps: 1. Define the key accounts you want to target. 2. Identify the decision-makers for these accounts. 3. Create hyper-personalized content for them. 4. Zero in on appropriate channels to get maximum impact. 5. Create impressive content campaigns to increase engagement. 6. Measure the success of your campaigns using the correct metrics. Account-based Marketing Services to Scale Your ABM Strategy To adopt ABM at scale for exponential business growth, you need to evaluate your target accounts and then expand your ABM strategy from a small scale to a full-blown ABM. Your expansion can also be across new segments or businesses based on industry or company size. Artificial intelligence and marketing automation make it easier to implement ABM at scale. Account-based marketing services offered by companies that specialize in ABM and marketing like Marketo, Terminus, Demandbase, Optimizely, and Oracle make it easier to implement an ABM strategy at scale. These companies offer services to attract and convert prospects, scale up your marketing, and grow customer relationships through up-selling and cross-selling. Account-based marketing automation, email marketing, lead management, account-based management, social marketing, digital advertising, mobile marketing, multi-channel marketing, account-based reporting using ABM metrics and optimization along with account-based marketing software can help you scale your ABM strategy without breaking a sweat. How SAP Created New Pipeline Opportunities Using ABM SAP launched an account-based marketing program to target the company's top 10% of key accounts. These accounts were responsible for a third of their revenue in America. Through their ABM program, they offered specialized marketing plans for these accounts. SAP gained new pipeline opportunities and moved $57 million down the pipeline because of the benefits of account-based marketing. Summing It Up The time to implement ABM in your marketing strategy is now. Adopting it into your marketing strategy can help scale your business and achieve your business goals. FAQ What are the benefits of account-based marketing? Some noteworthy account-based marketing benefits are: higher ROI, sales and marketing alignment, customer retention, and a shorter sales cycle. Which metrics measure ABM performance? Metrics like engagement, ROI, customer churn rate, content engagement, conversion rate, and average deal size are used to measure the performance of an ABM program. Why is ABM more efficient compared to other marketing strategies? ABM targets accounts with buyer intent, helps with better resource allocation and is cost effective. These factors contribute to a higher ROI and bring great results.

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Sellpoints, Inc.

Sellpoints is a leading provider of e-commerce channel sales solutions, dedicated to helping brands and retailers orchestrate sales online...

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. 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, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. 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, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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Events