Marketo Founder Extends Concept of Account-Based Marketing

ANTOINETTE SIU | 200 views

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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ACCOUNT BASED DATA

Intent Marketing: Removing Guesswork Out of Marketing

Article | August 4, 2022

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

Account Selection: How To Win Before You Start

Article | August 8, 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.

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PROGRAMMATIC ABM

5 Steps for Succeeding in Account-Based Marketing

Article | June 9, 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.

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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.

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Screaming Frog is a search marketing agency drawing on years of experience from within the world of digital marketing. We deliver our search expertise to companies worldwide. Focussed on providing great service through excellent communication, we will work with you, internal teams and with your external agencies to ensure that your business excels…

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BUYER INTENT DATA

81 Percent of Hoteliers See a Lift in Revenue Once a First-Party Data Strategy is Implemented

Sojern | December 02, 2022

Sojern, the leading digital marketing platform built for travel, today released the findings of a 2022 survey to discover “How Hotel Brands Are Using First-Party Data to Drive Revenue and Build Stronger Relationships.” The study, conducted by Benchmark Research Partners with global hotel executives, sought to understand how hotel marketers are thinking about and using first-party data to inform go-to-market efforts. When surveyed about measures of success for their businesses, 81 percent of hoteliers said they have seen a lift in revenue as a result of implementing a first-party data strategy. Hotel executives from the largest global brands were surveyed with 57 percent having seen a lift in guest satisfaction at their properties. Findings found that 59 percent of hoteliers have already implemented a first-party data strategy, and 62 percent say it’s “very important” to digital marketing, while 75 percent of those who have not yet built a first-party data strategy want to build it. Of those who have established a first-party data strategy, it was primarily to maximize campaign performance (73 percent), build stronger customer relationships (67 percent) and maximize overall revenue growth (67 percent). Further findings demonstrate that hoteliers have adopted first-party data strategies not only because they saw the monetary benefits, but also the positive impact on customer satisfaction. Of those surveyed 86 percent saw a first-party data strategy as being effective in maximizing overall revenue, 76 percent in increasing campaign performance, 68 percent in building stronger customer relationships and 64 percent in increasing brand value. Future-proof marketing: Activating first-party data to increase bookings “It's no surprise that three quarters of hotel executives want to build a first-party data strategy. Personalized engagement with consumers is a powerful tool for understanding traveler behavior and creating digital campaigns that deliver the right message at the right time. Marketers must make collecting privacy-friendly 1st party data like hashed emails a priority to power their personalization strategies,” said Kurt Weinsheimer, Chief Solutions Officer, Sojern. “ Marketers can then use their first-party data to learn about their audiences—their interests, search behaviors and travel preferences—to ultimately deliver a relevant, seamless customer experience. With Google phasing out third-party cookies in the second half of 2024, a 1st-party strategy also prepares for this change.” “With the deprecation of third party cookies on the horizon, leveraging first party data is at the center of our audience strategy,” said Jacquelyn DiStasi, Senior Director, Digital Analytics & Optimization from Wyndham. “We invested early in a CDP to ensure we would be able to future-proof our media activation and prevent loss as data collection practices evolve. This shift has enabled us to be more effective and efficient with our spend, leading to better returns for Wyndham. We would highly recommend investing in a first-party data strategy to augment your media practice and partners like Sojern allow for continued growth and enhancement.” In addition, of those hoteliers who have already built their strategies more than two-thirds feel confident they will get more out of it in 2023. “With a cookieless world coming, it will disrupt the entire industry, and marketers must use this time wisely to prepare,” adds Kurt Weinsheimer. “It's a great opportunity for the industry to rethink data strategies, but this requires a new mindset. Rather than marketing to the cookie, travel brands can use the opportunity to use people-based marketing across devices. At Sojern we’re already helping hoteliers build their first-party strategy to unlock customer loyalty and drive profitability.” Supplementing first-party data with a specialist like Sojern After fifteen years supporting travel, Sojern is well versed in helping partners build long-term strategies to stay ahead of changes in the digital landscape. Knowing that direct bookings are the best way to build brand trust, loyalty and profitability, marketers are encouraged to build relationships with their customers to increase the engagement, efficiency and effectiveness of travel marketing strategies. Developing a first-party activation strategy with a trusted travel marketing partner across channels and devices to drive direct bookings is key to that success. To see the survey methodology and download the full Hotel Benchmark Report on how hoteliers can unlock the power of personalisation and privacy through first-party data, click here. About Sojern Sojern is the leading digital marketing platform built for travel marketers. Powered by artificial intelligence and traveler intent data, Sojern provides multichannel marketing solutions to drive direct demand. 10,000 hotels, attractions, tourism boards and travel marketers rely on Sojern annually to engage and convert travelers around the world. About Benchmark Research Partners Benchmark Research Partners conducts studies to help industry participants and technology innovators understand market changes and opportunities through peer benchmarking data.

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BUYER INTENT DATA

RollWorks Ushers in New Level of Intent Data Sophistication with Open Beta of Keyword Intent

RollWorks | December 02, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today unveiled the open beta of RollWorks Keyword Intent. The company's proprietary intent offering helps marketing and sales teams track intent signals that make sense for their business, find more accounts showing those relevant readiness signals, prioritize accounts, and personalize messaging based on the content they are engaging with throughout the buying journey. When RollWorks Keyword Intent is layered with intent from partners Bombora and G2, RollWorks has the industry's most sophisticated intent data approach. "Keyword Intent is a groundbreaking new solution that raises the bar for intent data," said Mike Stocker, SVP of Partnerships, RollWorks. "RollWorks' unique approach is not and either/or but all — by offering our own keyword intent data, combined with best-in-class Bombora Intent and G2 buyer intent, we are providing multiple, corroborating sources of intent that give organizations the best possible results to allow them to be more certain that an account is actually in market. We're the only solution with this level of sophistication." RollWorks Keyword Intent: A Multi-Layered Intent Data Approach With finite resources, marketers and sales teams can't target all of their accounts at once. As a result, they may miss out on in-market accounts or get the granularity they need, such as which messaging will resonate with their target audience to drive strong engagement. Running high-performing, efficient campaigns is key to their success. When layered on top of Bombora and G2 intent in the RollWorks platform, Keyword Intent gives B2B organizations greater confidence and certainty that the accounts they reach out to are actually in market. It helps them tap into unknown audiences that are ready to buy, and they no longer have to cast a wide net and sift through unqualified leads. Features and benefits of Keyword Intent: Find accounts that are showing intent on terms that you weren't able to track before (e.g. very specific product names or competitor names) Get keyword recommendations to understand what you should be tracking based on your existing site content Achieve a better understanding of what accounts are researching Gain greater confidence that accounts are really showing intent through the layering of multiple intent data sources with different methodologies Unlock more ways to utilize keyword intent data "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. "With a high level of granularity and flexibility in keyword selection, Keyword Intent gives marketing and sales teams more meaningful and precise intent signals to enable better account identification and prioritization of accounts. This allows organizations to quickly fill gaps in their current go-to-market strategy while growing and protecting their current business." "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. The opportunity for intent data in 2023 is promising — In a recent RollWorks survey of 1,000 marketers, nearly 1 in 5 (18%) rely on intent data as a core tool in their martech stack. RollWorks customers who use intent data say: "We are getting more informed, personalized conversations with prospects thanks to the magic of intent topics - an incredibly impactful feature." "We're reaching more accounts in our ICP than ever before. Also, it's giving us intent data so we're able to help our new business team focus on more qualified accounts. In our past, our target account lists weren't as strategic as they are now and that's thanks to the data we are receiving from Rollworks. I think it's helping our marketing and sales teams align much more than we ever had in the past and it keeps us focused based on data rather than assumptions." "I also love the intent data that as an SMB organization was too expensive to get separately. It's great to have it here within RollWorks." Visit RollWorks to learn more about how Keyword Intent can give you greater confidence that the accounts you reach out to are really in market. 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.

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ABM ACCOUNTS

Channel99 Debuts to Enable B2B Marketers the Ability to Measure and Benchmark the Performance of Channels and Vendors

Channel99, Jackson Square Ventures | December 01, 2022

Channel99 today announced the launch of a new marketing technology for B2B marketers to identify the vendors and channels that effectively drive high-quality website traffic from accounts in a company's total addressable market (TAM). By integrating vendor spend data to measure marketing's investment efficiency, Channel99's solutions enable businesses to level the playing field and understand which vendors and channels predictably impact the business outcomes most important to B2B marketers, like positively influencing pipeline and lowering customer acquisition costs. Channel99 is founded by award-winning and three-time software entrepreneur Chris Golec, who pioneered the account-based marketing (ABM) technology category while leading Demandbase. In conjunction with its launch, the company also announced it received $5 million in seed funding led by San Francisco-based Jackson Square Ventures (JSV) with participation by Norwest Ventures, Bloomberg Beta and GTMfund. "Many people don't realize that more than 90% of activity driven to a B2B website provides little to no value when it comes to driving new business," says Golec. "With investments across hundreds of vendors and channels, the industry desperately needs a single source of truth to consistently measure the efficacy of their efforts. That's exactly what Channel99 provides — transparency to pinpoint what's working and what's not." Free mobile app offers immediate insights to channel performance Channel99's launch offering includes a free mobile app that enables marketers to benchmark the performance of their digital channels against industry averages. Nearly 100 customers of various sizes and across industries — including F500 enterprises and middle market companies in technology, manufacturing, retail and financial services — are already using Channel99's mobile app to collect insights into which vendors and channels are driving quality traffic from their key accounts. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "No more guessing games; Channel99's data and peer benchmarking makes it easy to decide where to invest budget and where to cut." Reinvesting in technology and talent JSV is known for investing in early-stage SaaS and marketplace startups with bold plans to transform industries, including B2B software standouts like DocuSign, Upwork and Seismic. JSV is also bullish on reinvesting in entrepreneurs with a proven ability to shape the market. Golec pioneered ABM with the founding of Demandbase in 2007, a company in which JSV is the largest shareholder. Demandbase is widely recognized as the industry's leading provider of ABM, which has evolved into a staple in all B2B marketing strategies. "Our decision to invest in a company is not based on the product offering alone; we must have firm conviction in the team," says Bob Spinner, Founding Partner at Jackson Square Ventures and lead investor in Channel99. "We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we've seen firsthand how Chris can establish, manage, scale and lead a company to category ownership. We're proud to invest in him again." Early next year, Channel99 will release its full platform. The enterprise solution will integrate vendor spend and customer relationship management (CRM) data with insights to maximize pipeline, eliminate wasted budget and increase transparency into vendor and channel performance. About Channel99 Channel99 is a B2B performance marketing platform that unites marketing and finance teams to more effectively improve the value of marketing investment. By measuring the performance of vendors and channels driving high-quality website traffic, Channel99 helps B2B companies gain more meaningful and accurate insights into which investments reduce dollar inefficiencies, lower customer acquisition cost, and more predictably exceed sales pipeline numbers. Pioneering the next wave of B2B marketing, Channel99 provides the industry's only solution for measuring the quality of the channels generating pipeline. Learn more at www.channel99.com. About Jackson Square Ventures Jackson Square Ventures invests in early-stage software businesses that will be leaders in markets that matter in 10 years. Founded in 2011, the San Francisco-based firm primarily leads Series A investments in companies with a SaaS or marketplace focus. Its portfolio includes Alto Pharmacy, Artera, Cornershop, DocuSign, Jackbox Games, Seismic, Strava and Upwork, among others. For more information, follow the firm on Twitter or visit www.jsv.com.

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BUYER INTENT DATA

81 Percent of Hoteliers See a Lift in Revenue Once a First-Party Data Strategy is Implemented

Sojern | December 02, 2022

Sojern, the leading digital marketing platform built for travel, today released the findings of a 2022 survey to discover “How Hotel Brands Are Using First-Party Data to Drive Revenue and Build Stronger Relationships.” The study, conducted by Benchmark Research Partners with global hotel executives, sought to understand how hotel marketers are thinking about and using first-party data to inform go-to-market efforts. When surveyed about measures of success for their businesses, 81 percent of hoteliers said they have seen a lift in revenue as a result of implementing a first-party data strategy. Hotel executives from the largest global brands were surveyed with 57 percent having seen a lift in guest satisfaction at their properties. Findings found that 59 percent of hoteliers have already implemented a first-party data strategy, and 62 percent say it’s “very important” to digital marketing, while 75 percent of those who have not yet built a first-party data strategy want to build it. Of those who have established a first-party data strategy, it was primarily to maximize campaign performance (73 percent), build stronger customer relationships (67 percent) and maximize overall revenue growth (67 percent). Further findings demonstrate that hoteliers have adopted first-party data strategies not only because they saw the monetary benefits, but also the positive impact on customer satisfaction. Of those surveyed 86 percent saw a first-party data strategy as being effective in maximizing overall revenue, 76 percent in increasing campaign performance, 68 percent in building stronger customer relationships and 64 percent in increasing brand value. Future-proof marketing: Activating first-party data to increase bookings “It's no surprise that three quarters of hotel executives want to build a first-party data strategy. Personalized engagement with consumers is a powerful tool for understanding traveler behavior and creating digital campaigns that deliver the right message at the right time. Marketers must make collecting privacy-friendly 1st party data like hashed emails a priority to power their personalization strategies,” said Kurt Weinsheimer, Chief Solutions Officer, Sojern. “ Marketers can then use their first-party data to learn about their audiences—their interests, search behaviors and travel preferences—to ultimately deliver a relevant, seamless customer experience. With Google phasing out third-party cookies in the second half of 2024, a 1st-party strategy also prepares for this change.” “With the deprecation of third party cookies on the horizon, leveraging first party data is at the center of our audience strategy,” said Jacquelyn DiStasi, Senior Director, Digital Analytics & Optimization from Wyndham. “We invested early in a CDP to ensure we would be able to future-proof our media activation and prevent loss as data collection practices evolve. This shift has enabled us to be more effective and efficient with our spend, leading to better returns for Wyndham. We would highly recommend investing in a first-party data strategy to augment your media practice and partners like Sojern allow for continued growth and enhancement.” In addition, of those hoteliers who have already built their strategies more than two-thirds feel confident they will get more out of it in 2023. “With a cookieless world coming, it will disrupt the entire industry, and marketers must use this time wisely to prepare,” adds Kurt Weinsheimer. “It's a great opportunity for the industry to rethink data strategies, but this requires a new mindset. Rather than marketing to the cookie, travel brands can use the opportunity to use people-based marketing across devices. At Sojern we’re already helping hoteliers build their first-party strategy to unlock customer loyalty and drive profitability.” Supplementing first-party data with a specialist like Sojern After fifteen years supporting travel, Sojern is well versed in helping partners build long-term strategies to stay ahead of changes in the digital landscape. Knowing that direct bookings are the best way to build brand trust, loyalty and profitability, marketers are encouraged to build relationships with their customers to increase the engagement, efficiency and effectiveness of travel marketing strategies. Developing a first-party activation strategy with a trusted travel marketing partner across channels and devices to drive direct bookings is key to that success. To see the survey methodology and download the full Hotel Benchmark Report on how hoteliers can unlock the power of personalisation and privacy through first-party data, click here. About Sojern Sojern is the leading digital marketing platform built for travel marketers. Powered by artificial intelligence and traveler intent data, Sojern provides multichannel marketing solutions to drive direct demand. 10,000 hotels, attractions, tourism boards and travel marketers rely on Sojern annually to engage and convert travelers around the world. About Benchmark Research Partners Benchmark Research Partners conducts studies to help industry participants and technology innovators understand market changes and opportunities through peer benchmarking data.

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BUYER INTENT DATA

RollWorks Ushers in New Level of Intent Data Sophistication with Open Beta of Keyword Intent

RollWorks | December 02, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today unveiled the open beta of RollWorks Keyword Intent. The company's proprietary intent offering helps marketing and sales teams track intent signals that make sense for their business, find more accounts showing those relevant readiness signals, prioritize accounts, and personalize messaging based on the content they are engaging with throughout the buying journey. When RollWorks Keyword Intent is layered with intent from partners Bombora and G2, RollWorks has the industry's most sophisticated intent data approach. "Keyword Intent is a groundbreaking new solution that raises the bar for intent data," said Mike Stocker, SVP of Partnerships, RollWorks. "RollWorks' unique approach is not and either/or but all — by offering our own keyword intent data, combined with best-in-class Bombora Intent and G2 buyer intent, we are providing multiple, corroborating sources of intent that give organizations the best possible results to allow them to be more certain that an account is actually in market. We're the only solution with this level of sophistication." RollWorks Keyword Intent: A Multi-Layered Intent Data Approach With finite resources, marketers and sales teams can't target all of their accounts at once. As a result, they may miss out on in-market accounts or get the granularity they need, such as which messaging will resonate with their target audience to drive strong engagement. Running high-performing, efficient campaigns is key to their success. When layered on top of Bombora and G2 intent in the RollWorks platform, Keyword Intent gives B2B organizations greater confidence and certainty that the accounts they reach out to are actually in market. It helps them tap into unknown audiences that are ready to buy, and they no longer have to cast a wide net and sift through unqualified leads. Features and benefits of Keyword Intent: Find accounts that are showing intent on terms that you weren't able to track before (e.g. very specific product names or competitor names) Get keyword recommendations to understand what you should be tracking based on your existing site content Achieve a better understanding of what accounts are researching Gain greater confidence that accounts are really showing intent through the layering of multiple intent data sources with different methodologies Unlock more ways to utilize keyword intent data "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. "With a high level of granularity and flexibility in keyword selection, Keyword Intent gives marketing and sales teams more meaningful and precise intent signals to enable better account identification and prioritization of accounts. This allows organizations to quickly fill gaps in their current go-to-market strategy while growing and protecting their current business." "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. The opportunity for intent data in 2023 is promising — In a recent RollWorks survey of 1,000 marketers, nearly 1 in 5 (18%) rely on intent data as a core tool in their martech stack. RollWorks customers who use intent data say: "We are getting more informed, personalized conversations with prospects thanks to the magic of intent topics - an incredibly impactful feature." "We're reaching more accounts in our ICP than ever before. Also, it's giving us intent data so we're able to help our new business team focus on more qualified accounts. In our past, our target account lists weren't as strategic as they are now and that's thanks to the data we are receiving from Rollworks. I think it's helping our marketing and sales teams align much more than we ever had in the past and it keeps us focused based on data rather than assumptions." "I also love the intent data that as an SMB organization was too expensive to get separately. It's great to have it here within RollWorks." Visit RollWorks to learn more about how Keyword Intent can give you greater confidence that the accounts you reach out to are really in market. 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.

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ABM ACCOUNTS

Channel99 Debuts to Enable B2B Marketers the Ability to Measure and Benchmark the Performance of Channels and Vendors

Channel99, Jackson Square Ventures | December 01, 2022

Channel99 today announced the launch of a new marketing technology for B2B marketers to identify the vendors and channels that effectively drive high-quality website traffic from accounts in a company's total addressable market (TAM). By integrating vendor spend data to measure marketing's investment efficiency, Channel99's solutions enable businesses to level the playing field and understand which vendors and channels predictably impact the business outcomes most important to B2B marketers, like positively influencing pipeline and lowering customer acquisition costs. Channel99 is founded by award-winning and three-time software entrepreneur Chris Golec, who pioneered the account-based marketing (ABM) technology category while leading Demandbase. In conjunction with its launch, the company also announced it received $5 million in seed funding led by San Francisco-based Jackson Square Ventures (JSV) with participation by Norwest Ventures, Bloomberg Beta and GTMfund. "Many people don't realize that more than 90% of activity driven to a B2B website provides little to no value when it comes to driving new business," says Golec. "With investments across hundreds of vendors and channels, the industry desperately needs a single source of truth to consistently measure the efficacy of their efforts. That's exactly what Channel99 provides — transparency to pinpoint what's working and what's not." Free mobile app offers immediate insights to channel performance Channel99's launch offering includes a free mobile app that enables marketers to benchmark the performance of their digital channels against industry averages. Nearly 100 customers of various sizes and across industries — including F500 enterprises and middle market companies in technology, manufacturing, retail and financial services — are already using Channel99's mobile app to collect insights into which vendors and channels are driving quality traffic from their key accounts. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "No more guessing games; Channel99's data and peer benchmarking makes it easy to decide where to invest budget and where to cut." Reinvesting in technology and talent JSV is known for investing in early-stage SaaS and marketplace startups with bold plans to transform industries, including B2B software standouts like DocuSign, Upwork and Seismic. JSV is also bullish on reinvesting in entrepreneurs with a proven ability to shape the market. Golec pioneered ABM with the founding of Demandbase in 2007, a company in which JSV is the largest shareholder. Demandbase is widely recognized as the industry's leading provider of ABM, which has evolved into a staple in all B2B marketing strategies. "Our decision to invest in a company is not based on the product offering alone; we must have firm conviction in the team," says Bob Spinner, Founding Partner at Jackson Square Ventures and lead investor in Channel99. "We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we've seen firsthand how Chris can establish, manage, scale and lead a company to category ownership. We're proud to invest in him again." Early next year, Channel99 will release its full platform. The enterprise solution will integrate vendor spend and customer relationship management (CRM) data with insights to maximize pipeline, eliminate wasted budget and increase transparency into vendor and channel performance. About Channel99 Channel99 is a B2B performance marketing platform that unites marketing and finance teams to more effectively improve the value of marketing investment. By measuring the performance of vendors and channels driving high-quality website traffic, Channel99 helps B2B companies gain more meaningful and accurate insights into which investments reduce dollar inefficiencies, lower customer acquisition cost, and more predictably exceed sales pipeline numbers. Pioneering the next wave of B2B marketing, Channel99 provides the industry's only solution for measuring the quality of the channels generating pipeline. Learn more at www.channel99.com. About Jackson Square Ventures Jackson Square Ventures invests in early-stage software businesses that will be leaders in markets that matter in 10 years. Founded in 2011, the San Francisco-based firm primarily leads Series A investments in companies with a SaaS or marketplace focus. Its portfolio includes Alto Pharmacy, Artera, Cornershop, DocuSign, Jackbox Games, Seismic, Strava and Upwork, among others. For more information, follow the firm on Twitter or visit www.jsv.com.

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