Home > Resources > Articles > Statistics That Prove You Need Account-Based Marketing

Statistics That Prove You Need Account-Based Marketing

ABM is a highly focused business strategy in which a marketing team treats an individual prospect like its own market. You can create content, events, and entire campaigns dedicated to the people associated with that account, rather than the industry as a whole.

Spotlight

DDB Canada

It's our fundamental belief that creativity is the most powerful force in business. Our strength lies in our individual areas of expertise, and how we best utilize them to deliver effective business results for complex problems.

OTHER ARTICLES
Buyer Intent Data

Optimize Your ABM Strategy with Content Marketing

Article | October 7, 2022

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 clustercontent 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.

Read More
Buyer Intent Data

What's on the Radar of Marketing Leaders Today?

Article | March 6, 2023

The pandemic has catalyzed an en-masse move to hybrid workforce models across industries and functions, including marketing teams. Add to this the broad changes in consumer behavior and market expectations resulting from the disruption of the last 15 months. How has all of this change impacted marketing priorities? While DX has been a priority for a while now, what’s changed is the race to connect customer experience (CX) to the DX initiative. Over the last year digital engagement has been at times the only way to find, get and keep customers. Starting with overhauling virtual shopfronts — aka brand websites — to investing in more advanced data-driven marketing decisioning engines, making CX central to the digital strategy has become primary.

Read More
Buyer Intent Data

How 6sense’s Embedded CDP Creates Immediate Wins

Article | August 23, 2022

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.

Read More
Buyer Intent Data

Boosting Marketing Acumen: Top 7 Buyer Intent Data Books for 2023

Article | June 20, 2023

Discover the key to enhancing marketing expertise through a carefully curated selection of top buyer intent data books to create effective targeted and customer-centric marketing campaigns. In the dynamic marketing world, achieving a competitive edge requires a deep understanding of buyer intent data. Businesses can gain invaluable insights into their target audience's preferences, needs, and motivations by deciphering the intricacies of buyer intent. With the ability to unlock valuable insights into consumer preferences and behaviors, buyer intent data empowers businesses to create targeted and effective marketing strategies. This article presents a curated selection of expert-level books that will empower businesses and marketers to master buyer intent data and optimize their marketing strategies. As the marketing landscape continues to evolve rapidly, businesses and marketers must explore the top books that delve into this subject matter and assist them in creating customized strategies, enhancing customer experiences, and driving meaningful business outcomes. 1. Total Customer Growth: Win and Grow Customers for Life with ABM and ABX Author: Adam Turinas and Ben Person A comprehensive guide, Total Customer Growth: Win and Grow Customers for Life with ABM and ABX, unveils the power of Account-Based Marketing (ABM) and Account-Based Experience (ABX) in driving long-term customer growth and loyalty. Authored by industry experts Adam Turinas and Ben Person, the book offers a strategic framework for businesses to adopt a holistic approach toward building a sustainable, long-term business model. It also explains in detail how-to guides, strategic rationales, examples, and references to online resources. 2. No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing Author: Latané Conant No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing by Latané Conant is a groundbreaking book that revolutionizes traditional sales and marketing approaches by introducing a forward-thinking strategy for account-based success. It delivers an enlightening and engaging guide for salespeople and marketers on how to use technology to identify prospects and place them at the center of all they do. Conant, an esteemed industry expert, reveals strategies for building a tech stack that prioritizes their customers and ways for chief marketing officers to stop playing defense and go on offense. 3. Innovative B2B Marketing: New Models, Processes and Theory Author: Simon Hall With extensive expertise and profound industry insights, Simon Hall introduces readers to avant-garde strategies, cutting-edge models, and transformative processes that challenge conventional B2B marketing practices in his book, Innovative B2B Marketing: New Models, Processes and Theory. The book goes beyond the ordinary, offering practical examples, real-world case studies, and theoretical frameworks that empower marketing professionals to embrace creativity, adaptability, and customer-centricity in their B2B endeavors. It is an indispensable resource for marketing practitioners, strategists, and visionary leaders seeking to redefine the boundaries of B2B marketing and take their organizations to new heights of success. 4. Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth Author: Stephen G. Diorio and Chris K. Hummel Authored by renowned experts Stephen G. Diorio and Chris K. Hummel, Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth introduces the concept of Revenue Operations (RevOps) as a transformative strategy for organizations. It explains in detail how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. This essential read is a compass for executives, sales and marketing professionals, and business leaders aiming to unlock their organization's full potential and achieve sustained success in today's dynamic marketplace. 5. Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus Author: Bev Burgess and Tim Shercliff A groundbreaking guide, Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus, explores the transformative power of account-based growth strategies in the realm of business-to-business (B2B) marketing. Drawing on their extensive expertise and real-world experiences, Bev Burgess and Tim Shercliff provide a robust framework for businesses to align their marketing, sales, customer success and executives around the customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations, including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra. 6. Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement Author: Martin Kihn and Christopher B. O'Hara Authored by industry experts, Martin Kihn and Christopher B. O'Hara, Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement delves into the transformative capabilities of customer data platforms (CDPs) and their profound impact on marketing strategies. The book offers a deep understanding of CDPs and explains how to use AI and machine learning to drive the future of personalization. With this knowledge, marketers can create a data-driven culture that puts customers at the center and craft personalized and targeted campaigns that resonate with their audience, fostering meaningful connections and driving long-term loyalty. 7. Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates and Build Loyalty Author: Antonia Wade Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates, And Build Loyalty is a compelling and insightful book that illuminates the path to revolutionizing the B2B buyer journey. Written by an award-winning Chief Marketing Officer, Antonia Wade, the book provides a step-by-step guide to mapping the buyer journey, metrics, aligning channels, and tactics according to their needs at each stage. With a keen focus on the buyer's journey, the book provides practical insights and real-world examples of how to reengineer marketing's relationship with sales and develop marketing as a real lever for business growth. Conclusion As marketing continues to evolve, mastering buyer intent data is crucial for marketers aiming to succeed in 2023 and beyond. The curated list of expert-level books provides valuable insights, strategies, and frameworks to help marketers effectively harness buyer intent data's power. Marketers can tailor their strategies, enhance customer experiences, and drive meaningful business outcomes by understanding the nuances of buyer intent. Armed with this knowledge, they can create highly tailored and engaging campaigns that resonate with customers on a profound level, ultimately driving increased brand affinity, customer loyalty, and revenue growth. Immerse in these top books and unlock the potential of buyer intent data to propel your marketing expertise to new heights.

Read More
Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

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 clustercontent 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.

Read More
Buyer Intent Data

Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | March 6, 2023

The pandemic has catalyzed an en-masse move to hybrid workforce models across industries and functions, including marketing teams. Add to this the broad changes in consumer behavior and market expectations resulting from the disruption of the last 15 months. How has all of this change impacted marketing priorities? While DX has been a priority for a while now, what’s changed is the race to connect customer experience (CX) to the DX initiative. Over the last year digital engagement has been at times the only way to find, get and keep customers. Starting with overhauling virtual shopfronts — aka brand websites — to investing in more advanced data-driven marketing decisioning engines, making CX central to the digital strategy has become primary.

Read More
Buyer Intent Data

Transform Your Business into a Sales Machine with Buyer Intent Data

Article | August 23, 2022

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.

Read More
Buyer Intent Data

Boosting Marketing Acumen: Top 7 Buyer Intent Data Books for 2023

Article | June 20, 2023

Discover the key to enhancing marketing expertise through a carefully curated selection of top buyer intent data books to create effective targeted and customer-centric marketing campaigns. In the dynamic marketing world, achieving a competitive edge requires a deep understanding of buyer intent data. Businesses can gain invaluable insights into their target audience's preferences, needs, and motivations by deciphering the intricacies of buyer intent. With the ability to unlock valuable insights into consumer preferences and behaviors, buyer intent data empowers businesses to create targeted and effective marketing strategies. This article presents a curated selection of expert-level books that will empower businesses and marketers to master buyer intent data and optimize their marketing strategies. As the marketing landscape continues to evolve rapidly, businesses and marketers must explore the top books that delve into this subject matter and assist them in creating customized strategies, enhancing customer experiences, and driving meaningful business outcomes. 1. Total Customer Growth: Win and Grow Customers for Life with ABM and ABX Author: Adam Turinas and Ben Person A comprehensive guide, Total Customer Growth: Win and Grow Customers for Life with ABM and ABX, unveils the power of Account-Based Marketing (ABM) and Account-Based Experience (ABX) in driving long-term customer growth and loyalty. Authored by industry experts Adam Turinas and Ben Person, the book offers a strategic framework for businesses to adopt a holistic approach toward building a sustainable, long-term business model. It also explains in detail how-to guides, strategic rationales, examples, and references to online resources. 2. No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing Author: Latané Conant No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing by Latané Conant is a groundbreaking book that revolutionizes traditional sales and marketing approaches by introducing a forward-thinking strategy for account-based success. It delivers an enlightening and engaging guide for salespeople and marketers on how to use technology to identify prospects and place them at the center of all they do. Conant, an esteemed industry expert, reveals strategies for building a tech stack that prioritizes their customers and ways for chief marketing officers to stop playing defense and go on offense. 3. Innovative B2B Marketing: New Models, Processes and Theory Author: Simon Hall With extensive expertise and profound industry insights, Simon Hall introduces readers to avant-garde strategies, cutting-edge models, and transformative processes that challenge conventional B2B marketing practices in his book, Innovative B2B Marketing: New Models, Processes and Theory. The book goes beyond the ordinary, offering practical examples, real-world case studies, and theoretical frameworks that empower marketing professionals to embrace creativity, adaptability, and customer-centricity in their B2B endeavors. It is an indispensable resource for marketing practitioners, strategists, and visionary leaders seeking to redefine the boundaries of B2B marketing and take their organizations to new heights of success. 4. Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth Author: Stephen G. Diorio and Chris K. Hummel Authored by renowned experts Stephen G. Diorio and Chris K. Hummel, Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth introduces the concept of Revenue Operations (RevOps) as a transformative strategy for organizations. It explains in detail how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. This essential read is a compass for executives, sales and marketing professionals, and business leaders aiming to unlock their organization's full potential and achieve sustained success in today's dynamic marketplace. 5. Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus Author: Bev Burgess and Tim Shercliff A groundbreaking guide, Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus, explores the transformative power of account-based growth strategies in the realm of business-to-business (B2B) marketing. Drawing on their extensive expertise and real-world experiences, Bev Burgess and Tim Shercliff provide a robust framework for businesses to align their marketing, sales, customer success and executives around the customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations, including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra. 6. Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement Author: Martin Kihn and Christopher B. O'Hara Authored by industry experts, Martin Kihn and Christopher B. O'Hara, Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement delves into the transformative capabilities of customer data platforms (CDPs) and their profound impact on marketing strategies. The book offers a deep understanding of CDPs and explains how to use AI and machine learning to drive the future of personalization. With this knowledge, marketers can create a data-driven culture that puts customers at the center and craft personalized and targeted campaigns that resonate with their audience, fostering meaningful connections and driving long-term loyalty. 7. Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates and Build Loyalty Author: Antonia Wade Transforming the B2B Buyer Journey: Maximize Brand Value, Improve Conversion Rates, And Build Loyalty is a compelling and insightful book that illuminates the path to revolutionizing the B2B buyer journey. Written by an award-winning Chief Marketing Officer, Antonia Wade, the book provides a step-by-step guide to mapping the buyer journey, metrics, aligning channels, and tactics according to their needs at each stage. With a keen focus on the buyer's journey, the book provides practical insights and real-world examples of how to reengineer marketing's relationship with sales and develop marketing as a real lever for business growth. Conclusion As marketing continues to evolve, mastering buyer intent data is crucial for marketers aiming to succeed in 2023 and beyond. The curated list of expert-level books provides valuable insights, strategies, and frameworks to help marketers effectively harness buyer intent data's power. Marketers can tailor their strategies, enhance customer experiences, and drive meaningful business outcomes by understanding the nuances of buyer intent. Armed with this knowledge, they can create highly tailored and engaging campaigns that resonate with customers on a profound level, ultimately driving increased brand affinity, customer loyalty, and revenue growth. Immerse in these top books and unlock the potential of buyer intent data to propel your marketing expertise to new heights.

Read More
MORE ARTICLES

Spotlight

DDB Canada

It's our fundamental belief that creativity is the most powerful force in business. Our strength lies in our individual areas of expertise, and how we best utilize them to deliver effective business results for complex problems.

Related News

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

Read More

Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

Read More

ABM Accounts

6sense Recognized as a Leader in 2023 Gartner Magic Quadrant for Account-Based Marketing Platforms for the Third Consecutive Year

Business Wire | November 03, 2023

6sense, the leading platform for B2B organizations generating predictable revenue, announced today that it has been named a Leader in the 2023 Gartner Magic Quadrant for ABM Platforms report for the third consecutive time. 6sense is positioned highest for Ability to Execute and highest score for Completeness of Vision in the Leaders’ Quadrant. For the Account-Based Marketing Platforms report, 6sense received the highest score for all three Use Cases evaluated by Gartner, including New Account Acquisition, Account Retention, and Account Expansion. This recognition, we feel, validates what we hear from our customers every day: 6sense is integral to executing ABM in an ever-evolving B2B buying environment, said Latane Conant, CRO of 6sense. For more than a decade, we’ve obsessed over perfecting a revenue platform that delivers the highest-quality data and AI to sellers and marketers so they can confidently build pipeline and revenue. Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and industry expansion.” In September 2023, 6sense was honored as a Gartner Peer Insights Customers' Choice in the Voice of the Customer for Account-Based Marketing Platforms. The recognized vendors meet or exceed both the market average Overall Experience and the market average User Interest and Adoption. Additionally, 6sense was named a leader in the Cloud Ratings Category Report for ABM Software Platforms based on over 4,000 customer ratings. These accolades highlight the exceptional value and satisfaction that B2B sales and marketing professionals find in the 6sense Revenue AI platform. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

Read More

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

Read More

Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

Read More

ABM Accounts

6sense Recognized as a Leader in 2023 Gartner Magic Quadrant for Account-Based Marketing Platforms for the Third Consecutive Year

Business Wire | November 03, 2023

6sense, the leading platform for B2B organizations generating predictable revenue, announced today that it has been named a Leader in the 2023 Gartner Magic Quadrant for ABM Platforms report for the third consecutive time. 6sense is positioned highest for Ability to Execute and highest score for Completeness of Vision in the Leaders’ Quadrant. For the Account-Based Marketing Platforms report, 6sense received the highest score for all three Use Cases evaluated by Gartner, including New Account Acquisition, Account Retention, and Account Expansion. This recognition, we feel, validates what we hear from our customers every day: 6sense is integral to executing ABM in an ever-evolving B2B buying environment, said Latane Conant, CRO of 6sense. For more than a decade, we’ve obsessed over perfecting a revenue platform that delivers the highest-quality data and AI to sellers and marketers so they can confidently build pipeline and revenue. Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and industry expansion.” In September 2023, 6sense was honored as a Gartner Peer Insights Customers' Choice in the Voice of the Customer for Account-Based Marketing Platforms. The recognized vendors meet or exceed both the market average Overall Experience and the market average User Interest and Adoption. Additionally, 6sense was named a leader in the Cloud Ratings Category Report for ABM Software Platforms based on over 4,000 customer ratings. These accolades highlight the exceptional value and satisfaction that B2B sales and marketing professionals find in the 6sense Revenue AI platform. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

Read More

Events