Optimize Your ABM Strategy with Content Marketing

Optimize Your ABM Strategy
Large companies in the B2B domain have adopted account-based marketing. They shook up their conventional content strategy to integrate an ABM-centric approach into client-facing content. Tailored content that caters to target accounts can help you achieve higher revenues. Here are five ways for you to fuse your ABM strategy with intelligent content marketing:

Deep-dive into Researching Your Target Account

Note positives about your target account, like high revenue, quick payment, hands-off implementation, etc. Find where your target accounts meet with similar industry profiles. Identify trends and conversations. Interact with these collectives and media outlets to identify pain points your product can solve.

Determine Key Decision-makers

Map the decision-makers' behaviors in the target account. Your content strategy should target vulnerable decision-makers. Find out about their lives, online habits, hobbies, professional philosophies, online communities, and social networks in real life.

Develop a Personalized Content Strategy

Create pillar content explaining how your product solves client problems. Link cluster content to this pillar to explain its concepts. Each pillar of your pillar-and-cluster content strategy can target a different decision-maker persona. Personalized ABM increases deal closure by 2% and reduces marketing campaign costs by 40% (Source: Terminus)

Use Targeted Landing Pages to Capture Leads

Use pillar content to target ideal accounts. Targeted ad campaigns can drive prospects to lead-capture landing pages. Create landing pages where customers enter contact info for content. Sales and marketing teams can better target leads based on the landing page where they are captured.

Improve Your Content Process

Relevant content helps you reach your target account profile. You need to release content regularly and correctly. Many marketers use marketing automation content tools to achieve this.

Wrapping It Up

Supporting your ABM strategy with a robust content strategy tailored to target your key accounts can get you the conversions you expect.

Spotlight

CBS Interactive

We are the premier online content network for information and entertainment. Our brands dive deep into the things people care about across entertainment, tech, news, games, business and sports. With over 1 billion users visiting our properties every quarter, we are a global top 10 web property and the largest premium content network online.

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ABM Accounts

How 6sense’s Embedded CDP Creates Immediate Wins

Article | June 2, 2021

Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams. When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up. Why? A winning ABX strategy will leverage an AI-powered customer data platform (CDP) that has an existing database of critical information such as: What your ideal customer profile (ICP) looks like Accounts you might not know about that are in-market and ready-to-buy The websites, keywords, and topics your buyers research most The signals your buyers give off when they’re ready to buy When you leverage this historical data, it’s like flipping on a spotlight on your most important accounts and everything they’re doing. Let’s look at why a CDP is so important for an ABX strategy and how you can switch your thinking from, “When will I start seeing ROI?” to “How will I capitalize on all of these opportunities?” How CDPs Bolster Your ABX Strategy Pursuing an ABX strategy means fine-tuning your revenue activities (marketing, sales, operations) to target very specific accounts. The critical data you need about those accounts comes from your CDP, which houses all of the interactions you have with your prospects and customers. That information includes: Web pages they visit Webinars they attend Content they download Calls they have with your sales team The CDP ingests all of that data and starts to learn what your typical buyer looks like, the patterns they follow, and what signals they give off when they’re ready to buy. Over time, and with enough data from your interactions, this information becomes very powerful and enables your teams to start honing their strategies. All of your revenue activities become more efficient because you’re reaching the right buyer at the right time. There’s a problem with traditional standalone CDPs, however. They can’t look backwards. They can only begin collecting data once implemented, and therefore take some time to start uncovering patterns and delivering results. But what if you could unlock the CDP-version of a flying DeLorean that empowers you travel into the past and unlock those missing puzzle pieces — without waiting for your CDP to ingest enough data? Win Fast with a CDP Full of Critical Data The key to unlocking fast wins for your ABX strategy is to utilize a CDP with historical first-party and third-party data. Your buyers have searched keywords related to your offerings, attended industry events, and read third-party review sites long before you implement a stand-alone CDP. Why should you have to wait for the platform to catch up and uncover those insights that are hiding in plain sight? 6sense’s embedded CDP grants you instant access to all of the historical data that our AI-powered platform has collected for years. Previously anonymous accounts that have been researching topics that match your offerings A detailed ICP based on real, historical data Insights into which of your prospects are actually in-market and ready-to-buy Clear evidence on which accounts and buyers should be prioritized We call uncovering this information lighting up the Dark Funnel™. When you shine a light on your Dark Funnel™ your teams can immediately start reaping the benefits. It won’t take months or even weeks to get your first wins — within days you can see a positive impact on your pipeline. Your sales team will get leaner and meaner. No need to spend hours trawling through LinkedIn to find the one uncovered gem of a prospect. As soon as you leverage an embedded CDP loaded with historical data, you’ll discover exactly who your next target should be. Your inside sales team can focus on personalizing outreach, not figuring out who to talk to. Your marketing team will begin improving their engagement numbers without increasing their spend. When a Director of Sales at “Ready-to-Buy Corporation” has been performing some under-the-radar research, the marketing team will receive an alert and can start targeting that person with ads that address their specific pain points. Software development company PTC is a good example. It has used 6sense to uncover more than 1,500 net new high-intent accounts that have generated $18 million in pipeline. “With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging,” says Brenda Souto, High Velocity Sales Manager at PTC. Conclusion Traditional standalone CDPs help you capture the interactions you have with your prospects and customers. All of this data is very useful to build a focused and efficient ABX strategy. But, a standalone CDP lacks historical data and trends — meaning it can take longer to see wins and ROI. An embedded CDP with a treasure trove of previous interactions, buying signals, and trend data can instantly prioritize your target accounts. Within days your teams will know much more about your buyers and how to target them with the right message at the right time.

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ABM Accounts

Conversational ABM: Bolstering Revenue through Engagement

Article | May 26, 2022

Personalized engagements are the foundation of account-based marketing. Without customized and relevant content, B2B marketers cannot steer target accounts towards conversion, nor can they create a lasting relationship with them. That said, tailoring messaging for every contact on a target account’s buying committee can be overwhelming because each contact is at a different stage in the buyer journey. Marketing teams struggle to achieve optimal success at ABM because they cannot scale their content personalization efforts to create engagement to ease the work of the sales teams. You can easily overcome these challenges with conversational ABM. Let us take a look at how: Creates Meaningful Engagement Buyers have evolved from engaging with marketing emails, ads, whitepapers, and webinars. They expect personalized two-way conversations that focus on their requirements and pain points. So it is no surprise that 90% of customers want to use messaging to communicate with businesses (Source: Twilio Customer Survey). How does conversational ABM create meaningful engagement? Did you know that when you contact a lead within the first hour, you are seven times more likely to qualify the prospect? (Source: Harvard Business Review) Conversational ABM engages customers with real-time conversations using chat bots, voice bots, or interactive web pages. B2B companies engage in conversational ABM through social media, websites and paid advertising. These AI-powered conversations replace static lead capture forms with one-on-one conversations with target accounts. Target accounts can get in touch with your business and receive instantaneous responses. As they move through the funnel, they can have a seamless, personalized, consistent experience, thus increasing the likeliness of conversion and ensuring a holistic customer experience. Accelerates ABM Revenue Conversational ABM drives engagement towards revenue-generating actions. It fuels your pipeline with leads who want to take the next step. Apart from doing this, conversational ABM also brings your sales and marketing teams together and enhances the personalization quotient of your content. It routes your leads effectively through instantaneous responses and increases annual contract value (ACV) because your sales reps understand exactly what your customers want. Additionally, it automates messaging based on specific account attributes. These features help you put your ABM strategy into action and get the sales you want. TLDR: Game-changing Attributes of Conversational ABM Helps you know the moment a target buyer arrives on your website Alerts your sales team for immediate conversation Supports live chat, voice calls and screen sharing option Scales your personalization strategy for content It is available around the clock Increases ABM revenue through meaningful engagement Ideal Conversational ABM Solution Features Matches contacts to best personalized conversation Validates contact’s interest and qualifies them Initiates a prompt, two-way dialog; takes regular follow-up Uses insights to improve account segmentation and personalize content accordingly Summing It Up While implementing ABM, building thousands of messages and managing hundreds of workflows can be tiring. Conversational ABM can save you time and let you tailor key parts of your conversation with a specific account to make your ABM strategy work better.

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ABM Accounts

How LinkedIn ABM Enhances B2B Branding

Article | July 23, 2021

It’s hard to believe that a B2B marketer isn’t aware of the value of Account-Based Marketing (ABM) and has switched over as well. Being in a B2B business, if your priorities include efficacious alignment with sales, delivering higher quality and apter leads, and linking other marketing activities that hit directly to revenue, ABM is undoubtedly a practical part of your thinking. But, despite this, only because the benefits are understood doesn’t state that the process for building an ABM program always is the same. ABM can feel daunting for several reasons, such as: The complex task of pulling data together for target accounts The science of profiling those accounts and categorizing audiences The long-lasting task of personalizing content And the effort involved in generating the momentum to make it all happen However, it might be easy to assume that ABM is only workable for larger businesses with sophisticated analytics and resource to spare. But the fact is ABM is already delivering value for a wide range of businesses. And those businesses find many essential ingredients for doing effective ABM. Out of which, a popular ingredient is LinkedIn. It’s through LinkedIn tools that they are now integrating data from both sales and marketing. For example, by having LinkedIn-based marketing, they can now easily have a real-time view of accounts' engagement. It’s on LinkedIn where they find the targeting capabilities to deliver personalized content to the right target audiences. And it’s on LinkedIn where they can find the capabilities to scale ABM programs flexibly. Footing of LinkedIn Account-Based Marketing ABM strategy demonstrates benefits such as the ability to look at the impact of engagement in detail. It enables you to be precise about whom you are targeting and why. The more insight you can integrate while working with sales to plan an ABM program is the better. The sources can come through various marketing automation platforms, ABM-specific tools, and ABM strategies. However, it’s unusual to spot an ABM program that doesn’t combine LinkedIn as a vital source of insight or, say, as a constant source of data collection and the crucial execution channel. Its function across the various stages of an ABM program makes LinkedIn a worthy starting point for marketing teams to build an ABM strategy. Even if you are starting with confined in-house data, LinkedIn affords the essentials for prioritizing accounts, identifying the critical prospects to target, delivering personalized content, and tracking the impact of what you’re doing. It’s one crucial foundation of ABM, which you can build on as you gain more insight. What’s Inside—LinkedIn Account-Based Marketing Many consumers decide to buy a product or service before ever encountering it personally. Of course, this also applies to B2B buying. How is that? People research in B2B as much as in B2C. In the age of social media, people purchase solely through research. Social media has empowered people to research more than ever before, and for B2B, this is oftentimes observed through LinkedIn. People can research every single angle and aspect of a brand and company, from corporate social responsibility and community engagement to followers. In addition, they can research the CEO personally — what the CEO is saying, doing, and buying. So, when people are deciding whether to buy from you, they research. The first thing they'll do is search for you through the LinkedIn profile. When people click on your LinkedIn, they’ll get a positive impression if you have positive content and recommendations and lots of positive engagement on your page. Your content is positive and would lead when it shows long-form posts, short-form posts, videos, graphs, white papers, and figures that explain what you do, how you do it, and what you can do for people. When audiences are involving with your content, it's high time that you know what you are doing and are an expert in it. When Media 7 interviewed Udi Ledergor, Chief Marketing Officer at Gong, he said, “Our top channels for engaging our audience of sales professionals include our LinkedIn page, our highly engaged audience at our LinkedIn profile, and our enthusiastic list of email subscribers. To complement our digital channels, we supplement them with a good dose of content, which includes advertising, and other mediums not often used in B2B Marketing.” Similar to this, when Media 7 interviewed Ed Breault, Chief Marketing Officer at Aprimo said, “We are “humanizing” communications as much as possible, over the phone for voice, broadcast, media buying within different properties like LinkedIn. I think it’s a drive to strike a balance to create a complete experience for my audience. The foremost motivation to innovate should be solving a real-world problem your customers are experiencing.” LinkedIn Account-based Marketing has created value to add for ABM strategies. However, LinkedIn targeting also plays a vital role for smaller marketing teams who have just stepped in their ABM journey and are hungry to gain meaningful insights to help plan their program. Here are some crucial ways to use LinkedIn for targeting campaigns at the stages of executing an ABM: Build a Personal Brand One of the best ways to engage with essential accounts through LinkedIn Account-based Marketing is to have decision-makers as part of your existing system. If you already have a trustworthy relationship with them, they will be more probable to trust you and buy from you. You can take advantage of LinkedIn to build a personal brand, build solutions, and aware your accounts. There is no secret hack to using LinkedIn to expand your personal and company brand. Be authentic. Provide significance to your audience. Don't show up only to sell. To build your brand, the best content type to post will solely depend on your audience. However, LinkedIn users are 10x more active in sharing videos than text-related posts. So, ensure creating your content in the format your audience wants to consume it. Outline the Priority Accounts You can’t stay relaxed after you assign a high-value account for your ABM program. You also need to spend time profiling the business, identifying important stakeholder audiences, and developing a plan for them. The time you invest in understanding your top-priority accounts won’t only support sales, but you will also be creating relevant personas for your broader ABM program. To know how to go about profiling accounts on LinkedIn, you need to know that the Buyer Circle feature within LinkedIn Sales Navigator is a perfect starting point for profiling your priority accounts. In this, you will be able to identify all of the decision-makers and influencers expected to be involved in a purchase decision. Choose Types of Ads Ideal for LinkedIn Account-based Marketing There remains a wide range of advertisement options similar to your target audience. Determining which ones will be the best fit according to your business can benefit your ads to land with an extra punch. Let’s understand it in detail. Content Sponsored Ads A sponsored content is proven to be one of the most effective ad types to engage the audience and is best considered an easy way to get started with LinkedIn account-based marketing. In case of point, you can use an existing post on your company’s page or create a most relevant to your target audience. Content can include images, articles, videos, or presentations that win audiences’ hearts. Likewise, carousel images are a particularly robust strategy that can help humanize your brand through your ads. With the ability to use several images that can link to multiple landing pages of the company’s website, you can share more of your company’s story. Carousel-based ads can even boost your target audience to stop scrolling through their feed and interact with your ad directly to get in contact with your sales team. LinkedIn Text Ad A text ad only includes words. This means you can’t rely on fancy images to draw in leads. Instead, it’s all focused on a creative copy. Text ads can be valuable, especially because they may be cheaper than other ads, and where you can easily update the text to achieve the best ROI. So, if you are thinking of creating specific campaigns, use LinkedIn targeting options and see the results. LinkedIn Display Ads Right in line with LinkedIn account-based targeting, display ads let you target an extremely specified audience. In addition, with using a variety of content for your ads, like text, audio, video, or images, LinkedIn targeting becomes easier. The benefit you get is that you can strengthen your brand and ultimately reach more professionals, decision-makers, and influencers worldwide. LinkedIn Video Ads Video has become a popular choice for brand content because video ads make up 35% of total online expenditure. It’s a simple yet effective way to deliver your company’s message in a creative and informative method. Luckily, you can also utilize video with your ads, as LinkedIn privileges this content format in the best ways. If nothing, begin with creating video ads on LinkedIn for targeting campaigns. Generate Content that Works the Best The ability to deliver customized content is the optimum truth for an ABM program—because everything pivots around it. Personalized content is the bridge where sales meet marketing execution. If it is done right, it means that influencers and decision-makers engage with content that reflects the business’s needs and the priorities in its respective role. Creating personalized content maximizes the engagement that it can generate. For example, in LinkedIn’s recent State of Sales survey, 87% of B2B buyers in Europe say they are more probable to consider products or services from a brand that engages them with content precisely relevant to their role. Similarly, LinkedIn’s exceptional targeting capabilities play a prominent role in a lot of ABM strategies. LinkedIn account targeting ensures that, when you modify content to fit a priority account, you can deliver that content exclusively to that account Keeping an attractive offer for an eBook, guide, white paper, or infographic can be perfect for drawing key prospects’ attention. It is because you never know how it might ultimately create an easy opportunity for a conversion. How do you Now Convert Leads? While you might upload your target list appropriately, create a captivating ad for your audience, and set up all options correctly, still you might have a remaining question in the back of your mind: What if I don’t get conversions? That’s the entire purpose of this, after all. You don’t want to fade off at the last step! When lining up your ad for lead generation, you can indicate your target audience between sending them to your website’s external landing page or filling out a LinkedIn form. While an impeccably executed landing page can convert leads, LinkedIn also might deliver different options to let them fill out a form, where their information will be swiftly and efficiently filled based on their profile. That’s what the power of LinkedIn account-based marketing is doing to other B2B business bodies. Track Engagement for Best Results In the last, it is an obvious step to take! The multiple benefits of tracking your engagement will be equally apparent. Tracking the results of your accounts through LinkedIn account-based marketing can aid you, and your account-based marketer to better understand who other prospects are required to be targeted within existing accounts. Also, you can track at an appropriate time, to give an extra gentle push in the funnel. Activating real-time alerts so that your account-based marketer can get in touch with the accounts that have demonstrated interest in your business within an appropriate time frame. Doing this can help discover further opportunities that may have been missed otherwise. Providing these alerts can enable your account-based marketer to perceive exactly when targeted accounts engage with your ads. Of course, this swells up your engagement score. From this, your team can take additional steps and use that information to determine which accounts aren’t engaging and think critically—why some offerings are working and how you can change the ads that aren’t responding. Since every campaign is different, you will have to determine individual goals for each of the accounts. However, if your campaign is underperforming, there are steps you can always take to make improvements. Ready to Start-up your ABM Process with LinkedIn? Most business professionals are already strengthening LinkedIn for networking, inspiration, and knowledge sharing. So why not use the platform for everything of which it is worth able? No other social media platforms are as specific and curated as LinkedIn. So, if you know whom you are targeting and looking for a new way to capture leads, it’s not too late to use LinkedIn Account-Based marketing techniques. Again because, people are researching you, whether you like it or not. The great thing about LinkedIn Account-Based marketing is that you can take the bull by the horns and proactively craft your LinkedIn profile to guide their research on you. In this way, you are the one writing your narrative and deciding their opinion of you so that your social selling can take off. Frequently Asked Questions What are the benefits of using LinkedIn for ABM? The benefits of using LinkedIn for ABM are generating leads, driving website traffic, multiplying ROI, creating brand awareness, showing marketing potential, and marketing functionalities, among many others. What is the top 3 reason to use LinkedIn for ABM? Well, several reasons are evolving each day to use LinkedIn for ABM, but the reasons actually will give you results are: Selection of targets To profile priority accounts Score leads How to use LinkedIn ABM to generate leads? There are some steps to follow to generate leads using LinkedIn ABM. Don’t miss out on these. Firstly, know your audience Find them on LinkedIn Create a list of target accounts from their LinkedIn profile Specify your accounts Create content through keeping accounts and their business needs Choose your ad type and specify to your audience Post, tag, share throughout the platform Track your engagement { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the benefits of using LinkedIn for ABM?", "acceptedAnswer": { "@type": "Answer", "text": "The benefits of using LinkedIn for ABM are generating leads, driving website traffic, multiplying ROI, creating brand awareness, showing marketing potential, and marketing functionalities, among many others." } },{ "@type": "Question", "name": "What is the top 3 reason to use LinkedIn for ABM?", "acceptedAnswer": { "@type": "Answer", "text": "Well, several reasons are evolving each day to use LinkedIn for ABM, but the reasons actually will give you results are: Selection of targets To profile priority accounts Score leads" } },{ "@type": "Question", "name": "How to use LinkedIn ABM to generate leads?", "acceptedAnswer": { "@type": "Answer", "text": "There are some steps to follow to generate leads using LinkedIn ABM. Don’t miss out on these. Firstly, know your audience Find them on LinkedIn Create a list of target accounts from their LinkedIn profile Specify your accounts Create content through keeping accounts and their business needs Choose your ad type and specify to your audience Post, tag, share throughout the platform Track your engagement" } }] }

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Account Based Execution

Cookie-less ABM: What Should B2B Marketers Expect?

Article | July 8, 2022

Third-party cookie restrictions or outright bans were an inevitable step in the evolution of data protection. As a result, B2B marketers are preparing for a cookie-less future in which third-party data will no longer direct them to potential clients. They must now prepare new tactics to execute account-based marketing (ABM) strategies. Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” In light of the demise of third-party cookies, where can B2B marketers turn for reliable information? Let us find out. First-Party Cookies When it comes to potential customers, first-party cookies are the most dependable source of information. These cookies assist in monitoring audience behavior when they visit our websites and engage with our content. Based on recent interactions, first-party cookie data will produce more relevant content. Data Points When developing ABM strategies, delve deeper into first-party data and use locations and keywords. B2B marketers can then contextualize the content and figure out what prompted the viewer to interact with it in the first place. Tracking Technologies Tracking technologies like reverse IP tracking are legal and can aid your ABM campaigns. This technology enables businesses to conduct reverse IP searches and access the top-level domain data that IP produces. The name of the business hosting that IP and the other details of those who registered the business IP can be accessed. Using this information, B2B marketers can develop an effective target list and pursue the target accounts with personalized content. Contextual Advertising Contextual advertising displays advertisements to website visitors based on the content they are currently viewing. As a result, the visitors find these ads relevant to their needs and are more receptive to them. ABM Success Requires Reliable Data Using primary data sources will provide direct feedback on the relevance of your content based on interactions with potential clients. As we enter this first-party world, you must remain agile, with new ABM tactics ready to guide clients toward successful partnerships.

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Spotlight

CBS Interactive

We are the premier online content network for information and entertainment. Our brands dive deep into the things people care about across entertainment, tech, news, games, business and sports. With over 1 billion users visiting our properties every quarter, we are a global top 10 web property and the largest premium content network 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

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.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

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Events