Forrester | September 20, 2023
Forrester has announced unveiling the full conference agenda for its upcoming B2B Summit EMEA event, scheduled to take place both in London and virtually from October 9th to 11th, 2023. Against the backdrop of ongoing economic fluctuations, the event will emphasize the shift from short-term objectives to the development of strategies fostering consistent, long-term customer and buyer value. Additionally, it will provide best practices for harnessing generative AI for sales and marketing transformation.
The event will serve as a platform for B2B marketing, sales, and product leaders to delve into fresh research, models, and insights aimed at propelling growth in a fiercely competitive market. Participants will gain insight into the intricacies of enhancing cross-functional alignment, a critical yet challenging aspect of growth, particularly in a dynamic environment marked by evolving buyer demands, economic unpredictability, and relentless competition. Attendees can look forward to accessing valuable content designed to enhance the efficiency and effectiveness of individuals, processes, and overall performance.
Noteworthy keynotes and sessions include:
Winning with Generative AI: Transforming Sales and Marketing
Introducing Forrester’s B2B Customer-Obsessed Growth Engine.
It’s About the Customer — How Marketing and Sales Integrate for Success.
The State of B2B Marketing Measurement 2023.
Get Ready for The Age of Cookieless Marketing
Moreover, Forrester will take the opportunity to honor the winners of its B2B Return On Integration Honors and B2B Programs of the Year Awards. These accolades will recognize organizations that have achieved remarkable success in their marketing, sales, and product functions, resulting in substantial revenue growth. For those attending the event in person in London, a comprehensive range of benefits awaits, including access to all sponsors and onsite content. This encompasses facilitated discussions, special sessions like the Executive Leadership Exchange, and several sessions focused on diversity and inclusion.
Attendees participating in the B2B Summit's digital experience will enjoy full access to all conference sessions, spanning keynotes, track sessions, case studies, and sponsor presentations, all accessible via the event platform.
Paul Ferron, Vice President and Research Director at Forrester, said,
Factors such as new privacy laws, generative AI’s rapid rise, and internal and external pressures to drive business growth quickly are putting tremendous pressure on B2B leaders. At B2B Summit EMEA 2023, marketing and sales leaders will learn how to make smart decisions to enable greater success for their business.
[Source – Business Wire]
Forrester is recognized as one of the most influential research and advisory firms worldwide, providing guidance to leaders in various domains, including technology, customer experience, digital, marketing, sales, and product functions. The organization assists these leaders in leveraging customer-centric approaches to drive growth. Through Forrester's exclusive research, consultancy services, and events, leaders across the globe are empowered to take bold initiatives in their professional roles, effectively navigating change and placing customer satisfaction at the core of their leadership, strategy, and operational practices. Forrester's unique insights are grounded in extensive annual surveys involving over 700,000 consumers, business leaders, and technology professionals on a global scale.
GlobeNewswire | September 29, 2023
Foundry (an IDG, Inc. company) released its third annual 2023 ABM and Intent Benchmarking Study today, which dives into the uses, goals, and challenges of account-based marketing, as well as how intent data is used to fuel ABM programs and the success and challenges tech marketers see with intent.
Account-based marketing has taken the B2B marketing world by storm, and the enthusiasm shows no signs of slowing down. In fact, this year’s research found that 96% of tech marketers have a documented ABM strategy and 93% feel that their ABM efforts have been extremely or very successful, which is up from 84% when the study was conducted last year.
Here is a closer look at some of the findings from this year’s study:
Tactics and tools supporting ABM
The landscape for account-based marketing expansion looks promising, as an overwhelming 95% of marketers anticipate that their ABM budgets will increase in the next 12 months. This is a notable uptick from previous years – 90% expected an increase in 2022 and 84% in 2021.
Respondents to the survey are using a variety of ABM tactics to support their marketing objectives. These tactics include sales activation/account analytics (cited by 53% of respondents), target-account lead generation (50%), account-based advertising (48%), and content syndication, IP address intelligence, and personalization, all of which are equally cited at 47%.
Marketers are also leveraging a mix of tools and channels to support their ABM efforts. Customer marketing (43%) and paid social (40%) are the most widely used resources, followed by content syndication (32%), organic social (28%), and SEO (26%). When it comes to measuring the success of ABM initiatives, marketers use a diverse range of metrics. The top three include customer satisfaction scores (cited by 48%), site visits from target accounts (43%), and revenue generated (40%).
Intent data is fueling ABM efforts
Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns.
Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%.
When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%).
The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted.
The challenges ABM marketers face
Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%).
The same sentiment goes for intent. Marketers need help with intent data, specifically with getting their sales teams to trust the intent data quality (49%), measuring the impact of intent data on pipeline (48%), and combining intent from multiple data sources (47%).
Ninety-two percent of marketers also cited that it’s important that they know the exact sources of intent data when working with a provider. Just over half of respondents listed criteria for when they chose a data provider, such as: vendor reviews/analyst evaluations (rated as very or somewhat important by 97%), sample data that can be independently validated (97%), and peer recommendations (95%).
This research indicates that even as ABM and intent have come mainstream in B2B, marketers are now, more than ever, focused towards measuring the impact of both ABM campaigns and intent data, said Tukan Das, Vice President and Product Manager, Foundry.
For more information and to see the full results from the ABM & Intent Benchmarking study, please view the white paper.
About the 2023 ABM & Intent Benchmarking Study
The 2023 Foundry Account-Based Marketing (ABM) and Intent Benchmarking Study was conducted via online questionnaire in August of 2023. 500 total respondents with marketing titles were collected from NA (60%), EMEA (20%) and APAC (20%) regions. 40% of respondents are from the manufacturing (computer-related) industry, 27% are from high tech, and 12% from software/computer services. Others include e-commerce, independent software vendors, telecom carriers, and cloud & DC service providers. Foundry conducted the study to understand the workings of ABM and its evolution and adoption compared to traditional marketing approaches.
About Foundry, an IDG Inc. Company
Foundry helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.
ExchangeWire | September 27, 2023
Expandi Group, the largest EMEA B2B martech and ad tech provider, today (September 26th, 2023) announced the purchase of B2B account-based marketing (ABM) platform Jabmo and all its marketing assets, including the well-known brand.
With offices in Europe and the US, Jabmo has powered ABM B2B marketing strategies for more than 50 of the world’s largest manufacturing, life sciences, and healthcare organisations. A leading provider of ABM platforms, in December last year Jabmo was inserted as one of the top nine providers in the Gartner® 2022 Magic Quadrant™ for ABM platforms.
In February 2023, the business went into administration and Expandi, in July 2023, acquired all assets of the company including the platform. The Jambo brand is now owned by Expandi Group and the platform functionalities have been integrated within the Expandi martech platform.
Expandi is re-launching a stronger than-ever Jambo ABM platform leveraging most of the features of the former tool (including integration with the major social media platforms, CRM and marketing automation systems) now combined with all of the innovative Expandi applications. These include the Cyance platform for third and first-party intent-data analytics and the account based advertising platform based on a unique IP addresses database from AccountInsight.
Customers and partner agencies will have greater visibility and insights across B2B markets. They will also be able to improve the results of ABM strategies and overall return on investment (ROI) by delivering targeted campaigns to companies most likely to buy.
From Q4 2023, by tapping into Jabmo’s well-established network in the US and harnessing Expandi’s enriched data across markets, the Group will start serving all key markets in Asia Pacific (APAC) and North America.
Raffaele Apostoliti, CEO at Expandi, said
Expandi is now the only company with comprehensive B2B ad tech and martech solutions built by Europeans with Europe in mind. Our investment in Jabmo shows our continued commitment to providing unique technology platforms which fit with European markets and challenges, from privacy regulations to multiple languages and local marketing practices.
About Expandi Group
Expandi Group is a global leader in ad tech, martech and marketing-managed services. Expandi Group mainly operates in the market with the following brands: Expandi Match, Expandi Agency, Cyance, AccountInsight, and Session Media.