The Balance of Give and Take in Sales and Marketing

In a typical day, about 20% of the emails I get try to sell me something. A few are marketing emails, but most are sales, coming directly from an SDR. You can tell very quickly which is which when working in the sales and marketing space. The SDR emails, for the most part, will try to get on my calendar. They usually want to take, without giving anything back. Seriously people? Throw me a bone! Give me a piece of content to work with. Something…. What I’m looking for: some harmony between the value you give me, and the ask you’re making. In Engagio’s Clear & Complete Guide to Account Based Marketing, Craig Rosenberg, an ABM pioneer says “In Account Based Marketing, sales and marketing work together to create an always-on series of touches and relationship-building activities aimed at these accounts”. Why is this relevant here? Because where sales is the “take” part, marketing complements the “give” part by providing valuable, relevant content. That’s how you build relationship. It’s a give & take play.

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Effidata is a leading digital marketing and CRM agency based in Paris. We help business to build, maintain and learn from relationships with their audiences and clients. Effidata provides strategic and operational turn key packages for email, mobile and social marketing...

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Programmatic ABM

Data-Driven Marketing: 7 examples of using data as a force for the good

Article | June 9, 2022

This article was originally published in the MarketingSherpa email newsletter. You can’t work in the marketing industry these days without constant talk of data. Data-driven marketing. Big data. Marketing analytics. Facebook is worth more than $650 billion, and it’s not because cat pics and grilled cheese sandwich selfies are so valuable. It’s because Facebook is just a big ol’ bag of user data. But I must admit and you might find yourself in the same boat using data doesn’t come naturally to me. I work in marketing because I’m a creative, not a statistician. If you feel the same way, here is an analogy that changed my mind. I was interviewing Wharton’s Peter Fader and Sarah Toms. We were discussing how Electronic Arts used data to improve the product. “When they realized the power of the data that Pete was just talking about, they had a bit of a crisis about identity. They're like, ‘but we're a creative company. How can we now be all data, all the time?’” Toms said. Zach Anderson, the chief analytics officer at Electronic Arts, won over those creative hearts and minds with this analogy: Cooking competitions shows where the chefs are doing incredibly creative things with ingredients that are given to them. So data is really just another ingredient you have at your disposal as you make your creative take on a classic matzoh ball soup or marketing campaign. “Data is actually a good thing that they should be embracing because it allows them to be even more creative,” Toms said. So with that approach in mind, let’s look at a few examples of using data as a force for the good while improving marketing results. Example #1: Focused view of data helps nonprofit that sells through ecommerce identify the best opportunity for revenue increase Data can quickly become overwhelming. So many numbers. How do you find the opportunity? TenbyThree© is a nonprofit that actually sells products. The charity sells baskets created by artisans in rural communities of developing countries to help the artisans pull themselves out of extreme poverty. And it had a whole lot going on with its team pulled in many directions. Where to focus? That focus because particularly important with the rise of COVID-19. TenbyThree mostly sold these baskets in brick-and-mortar locations like Whole Foods Market, Disney theme parks and specialty retailers. But with the pandemic came a massive drop in foot traffic and thus sales, so the nonprofit has tried to increase ecommerce sales through its website. The MECLABS Institute team (parent organization of MarketingSherpa) worked with TenbyThree to determine where to focus its conversion optimization discoveries. This data analysis uncovered an opportunity hidden in plain sight product tags. Each basket sold in stores had a tag with information on how to connect with the individual artisan who created the basket by going to TenbyThree’s website. Very few customers were using this feature. If the tags could be optimized to get more people to use the website’s artisan lookup feature, that increase in traffic would also likely help produce an increase in sales through the website. In The Marketer as Philosopher Episode 2, The Data Pattern Analysis: 3 ways to turn info into insight you can see the methodical approach used to uncover this data insight to help you identify more opportunities in your own data. The episode also teaches viewers how to use a Data Pattern Analysis Tool (you can download the tool for free here). To get more data help, you can participate in a Live Coaching Session with Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, on Thursday, August 20th 2020, from 1 p.m. to 2 p.m. EDT. In this Q&A session, participants will learn how to set up and use the Data Pattern Analysis Tool, simplify their data with three key dials, and apply the principles of The Marketer as Philosopher: Episode 2 to their own company. Example #2: Targeted database helps tent maker pivot It would be an understatement to say that COVID-19 has forced businesses to make significant changes. We’re all living it, we all know the impact. But some changes are more difficult than others. When that change is to focus on a new ideal customer, it can be difficult to pivot quickly. Many companies have built their customer base and customer contacts over many years. This is where external data can be helpful. For example, TentCraft sells tents to event producers for concerts. But the events industry halted worldwide in March. While the team always knew they were too narrowly focused on just one industry and should diversify the business, they never got around to acting on it. But as the saying goes, necessity is the mother of invention. Suddenly they needed to pivot their entire go-to-market approach and find a new target customer quickly. The team came up with the idea to turn concert tents into drive-thru COVID-19 testing facilities, but they never sold to hospitals and didn’t know any hospital administrators. The team looked for a way to quickly enter a new market without increasing overhead. They worked with ZoomInfo to get data and insights for hospitals and other healthcare systems. They used the company and contact search to quickly execute a layered approach. The marketing team would start with a broader approach to outreach building an outreach list of 2,000 to 3,000 contacts. Based on open rates, responses and conversations, they learned not only about the specific roles they should be targeting but also what their pain points were. The sales team would use this information to create a more targeted outreach list of 100 to 200 contacts and then tailor messaging and visuals to demonstrate how TentCraft could address the specific pain points. The click-to-open rate for the broader emails ranged from 15% to 28% while the more targeted lists typically ranged from 35% to 45% with a handful nearing 60%. Keep in mind, when you see those numbers, that this was all cold outreach. Because they had phone numbers, job titles and location data, the marketing team was able to supply this information to the sales team in real-time when emails were being opened and links being clicked. This helped the teams prioritize, move to conversation quicker and shorten the sales cycle. Over $600,000 in revenue disappeared in March alone, but during the first two months of this pivot the company booked more than $2 million in revenue, and April was the biggest revenue month in company history (during a pandemic with the core revenue shut off). They are now 12% ahead of last year’s pace. In the first month of the pivot, they went into contract with more than 100 healthcare facilities which, remember, is an industry the tent maker had no prior experience with. This pivot was reactive. And while it has worked out thus far, the mindset in the company has now changed. “A big takeaway for our team is that we need to always be pivoting to new markets, new products, features and partners. That means pairing speed and agility with execution,” said Matt Bulloch, President, TentCraft. Example #3: Test data shows the benefits of value sequencing for HR software There may be many elements of appeal in your company’s value proposition. But your customer may not be ready to receive them all at once. That’s why effective value sequencing is so important. Where in the customer journey should the customer be introduced to different elements of your company’s value? Data can help show you the way. David Richter wanted to use marketing data to discover how to position his company’s brand and the messaging used at each stage of the marketing funnel. Richter works for CIPHR, a software platform that serves HR departments. “It’s a crowded market, and in any one year we find ourselves competing with upwards of fifty different vendors. In terms of functionality, it’s incredibly rare that any one provider has a distinctive edge over the entirety of the market. If functionality does get developed that is a game changer, then it’s quickly replicated by other similar providers,” said Richter, Director of Marketing, CIPHR. The one thing that sets CIPHR apart, according to Richter, is its attitude to integrating its people management platform with specialist, third-party tools. Since larger competitors have strategically acquired complementary businesses, they are less incented to integrate with third-party tools they don’t own, Richter says. However, Richter had concerns about leading with this “connectivity” in marketing communications. “Connectivity is the USP (unique selling proposition) that CIPHR has hung our hat on in our marketplace and the position we want to build a strong brand around,” he said. “The trouble is that, at the initial point of engagement, most HR professionals, when looking for an HR system, aren’t thinking about what it can integrate with.” Including terms like “API” or “integration” in subject lines cut the HR SaaS platform’s email open rate in half. Approximately two-thirds of all sales leads are generated through CIPHR’s website, so getting the messaging optimized for conversion is essential. To prove to the senior leadership that CIPHR should tailor the focus of its messaging through each stage of the sales cycle, Richter’s team decided to try different messaging on various landing pages on the website. The landing pages were only used for PPC traffic from the same, exact match keywords with the same ads displayed to generate the click. Landing page headline #1 — Generic HR Software with benefits message, e.g., “HR Software that reduces admin and helps you to work more efficiently,” converts traffic to inquiry at 14.1%. Landing page headline #2 — HR Software with connectivity message, e.g., “HR Software with brilliant connectivity,” converts traffic to inquiry at 10.2%. Landing page headline #3 — Connectivity message with no mention of HR Software, e.g., “Connect your people data throughout your organization,” converts traffic to inquiry at 6.4%. Armed with this data, CIPHR’s leadership is now happy to lead with relevant, product and benefit-led messaging on the website (pre-engagement) that positions connectivity as the differentiator. “We now also have a strong lead nurturing campaign to educate leads about the benefits of connectivity,” Richter said. Example #4: Online meditation school’s A/B testing on blog doubles student enrollment rate If you engage in A/B testing, you can learn from real customer behavior to serve your customers better while improving results. Here’s an example. “In building our platform, we have seen immense success from using a data-driven approach for most of our marketing decisions,” said Kyle Greenfield, Founder, TheJoyWithin.org. “One example is how we used Google Optimize testing combined with heatmap and flow data from Hotjar to improve our blog layout.” The online school for meditation, happiness, and personal empowerment discovered that less than 1% of blog readers were signing up for a free meditation course. The bounce rate was between 79-81% even though most readers were spending three to five minutes on the site. The team tested two elements of the blog's layout the sidebar and one inline internal ad placement. The team tested a new approach to be more direct about different options new students have on the platform. They moved away from a banner ad with the headline “Discover a Clear, Modern Path to Bliss” coupled with a list of potential benefits. The new approach was a direct question to the user, asking “How Can We Help?” coupled with a one-sentence explanation of what was offered, and three possible paths: “learn how to meditate,” “increase my happiness,” and “manifest my dream life.” They tested different variations of this idea, and ultimately found that making the message clearer and more direct, with fewer graphics and design elements, resulted in better conversion. This change was combined with testing of the placement of the inline ad. It began as a top-line insert before the post. But the team discovered that users were more engaged when the ad was placed a few paragraphs into the blog post. The previous data informed this decision, since the team knew users were already reading the content and scrolling down the page. With this change, the team was able to more than double student enrollment rates and reduce bounce rate by 12.5%, to 70%. Example #5: Incubator generates 300 leads to help the fight against hunger For marketers looking to do good in the world, sometimes they overlook a data basic your website should have a landing page with the ability to capture data from those interested in helping the cause. For example, Not Impossible Labs (NIL) describes itself as a one-of-a-kind technology incubator and content studio dedicated to changing the world and making the impossible possible for individuals faced with a range of problems (what it calls “absurdities”). Most recently, NIL tackled the absurdity of hunger, made all the more pressing by the COVID-19 pandemic. Prior to the pandemic, NIL began working with Salesforce and Postmates on a prototype platform to feed insecure people at scale. The incubator created a text-based service that connects people in need of food with pre-paid, nutritious, to-go meals from nearby restaurants. A child or family in need of food can text “hungry” and the solution connects them with nearby restaurants with extra food that would likely go to waste. In March of 2020 when the pandemic hit the United States, NIL was in the midst of deploying programs across the country to serve some of the 42 million people, of which 15.9 million are children, who go hungry each year. How did they make it possible or should I say, not impossible to fight hunger? A marketing landing page. Verndale and Sitecore offered pro bono help to create a landing page on the site to capture information from visitors in a form connected to a customer relationship management (CRM) platform to store the data. “We kept everything simple, from messaging and experience design, to providing several frictionless pathways to get involved. More conversion points created more opportunities to engage,” said Ross Lucivero, Manager Director of Verndale's Los Angeles office. NIL was able to gather data on approximately 300 leads who were ready to give, partner, spread the word, nominate a new city or get involved in their local community. “The newfound capability to capture individual leads as well as scale our ability to re-engage audiences is a game-changer,” said Joseph Babarsky, Director of Strategy & Partnerships, Not Impossible Labs. That re-engagement relies on the ability to have the data about who has visited the landing page previously and then present another marketing message to them a call-to-action on the Not Impossible homepage for those who have visited the Hunger campaign page but had not converted through a form submission or donation. “This customized prompt re-engages informed visitors and drives them back to the campaign environment to take action,” said Liz Spranzani, EVP of Technology, Verndale. “If you have an open mind the seemingly impossible can become possible. You can see this proven time and again through the work Not Impossible Labs has done to help individuals with a range of disabilities and, of course, with their hunger project,” said Paige O’Neill, CMO, Sitecore. Example #6: The inner workings of a customer review site Most discussions I’ve seen about data use in marketing focuses on categorizing how the data is collected. First-party data is collected by the company itself, and third-party data is sold to you by a company that aggregates data from many other companies. In addition to how data is collected, you should also consider how customers experience data. I would categorize that data in two ways data you control and data you don’t. The data you control might be in your advertising or your website, like “Nine out of ten dentists recommend Brusha Brusha toothbrushes.” The data you don’t control can be shared in the press or social media, and especially on review sites. One example is a site called Best Company. “The entire mission of Best Company is to harness data to improve the decision-making process for consumers across several industries. As a company, we believe we are changing the world for good by empowering consumers to make the best possible decisions with their money. We are a truly independent and impartial review site, promising accurate rankings and honest reviews and refusing to reward unmerited ranks for money,” said Rebecca Graham, Content Manager, Best Company. What this means for your company is that customers’ product and service experience is also part of your marketing. The more you can control and optimize the experience, the more you can optimize this type of data for your brand. “When reviews are available for all to see, companies practicing business with high value and integrity will naturally emerge as reputable leaders, whereas less trustworthy companies drop lower in rank,” Graham said. You can also learn from these websites as well. They provide valuable customer intelligence about how your brand is being perceived by real customers as well as opportunities for social proof and third-party credibility you can leverage in your marketing. “For example, on business lender Lendio's reviews page, prospective clients can see breakdowns of the star ratings on 400+ verified customer reviews, including the ratings of sentiment criteria like value for your money and customer service. Lendio, which currently has an average of 4.7/5 stars from customer reviews, can leverage the data referenced above by sharing on social media and through content marketing and email marketing copy,” Graham said. So pull out your company’s value proposition, take a look at how you express it in your marketing, and then see where customers agree and disagree. Where can you learn from customers to express elements of value in your marketing that customers are experiencing but you’re not communicating well? For example, Cotton Mask Co. discovered that its face masks were especially helpful to hearing aid wearers by monitoring customer reviews, and pivoted its marketing accordingly. But also, take a good hard look at the reviews and determine where your brand falls short. Is it because customers assume your company has a certain element of value that isn’t part of your stated value proposition? If so, change your marketing to clarify. Or is it just that your company is not living up to its value proposition? In that case, you have the data to show why the marketing department should get involved in the customers’ product and service experience to improve it. Since consumer reviews platforms provide data to customers when they are considering a purchase decision, it is important for brands to understand how they operate. So I asked Graham for a bit of an inside look at Best Company. There’s some she couldn’t share (like how their algorithm works), but I hope the below mini-interview helps you get a better understanding of how this data about your company ends up online and a little more about the companies that put it there. MarketingSherpa: How do you make money? What is your business model? Rebecca Graham: Our two revenue streams come from: 1) Lead generation for affiliate partnerships 2) Business Suite subscriptions. Like many sites, we may be compensated through affiliate relationships with the companies on BestCompany.com. But we do not have any relationships with companies that guarantee or impact their ranking or score and we never will. A basic profile is free for any qualifying company in the United States. The purchase of our B2B Business Suite reputation management product can't bump up your brand's rank, but it can provide traffic-based insights regarding your profile page as well as enhance it for improved visual aspects and thoroughness, such as featuring product images and videos, adding an FAQ section and highlighting how you stand out from your competitors. MS: How do you get reviewers? How do you verify them? RG: Best Company receives thousands of review submissions each week. Every review that is submitted goes through a very thorough moderation process to ensure its accuracy prior to it being published on BestCompany.com. Reviews are generated in four ways: 1) Organic and direct traffic, i.e., from users visiting our site 2) BestReviews, our review generation process in which we collect reviews from customers on behalf of the company. We offer fully managed email and phone review solicitations for companies with customer contact lists as well as a custom form for companies to utilize for outreach themselves. 3) Reviews from charity and fundraising groups 4) Reviews solicited from our members ALL reviews, whether organic or company-solicited, are subject to our review moderation process, which include email address verification and analysis via our fraud threshold algorithm (the details of which we do not divulge in order to prevent companies from trying to “game” the system). Furthermore, Best Company reserves the right to reject or remove reviews that violate our standards, which includes content that does not relate to the company or company's service being reviewed, appears to be incentivized, or contains false information. We also encourage consumers to resubmit reviews with their most up-to-date experience with a company. MS: How do you ensure your data isn’t manipulated by companies to make themselves look better? RG: Here are a few of the protocols we have in place to ensure accurate claims regarding the data on our site: Companies are not given a numbered rank until they have at least 10 reviews on their profile. Badge accreditations are only made available to companies meriting them (such as #1 ranked company or a position in the Top 10) A company cannot hide or delete negative reviews from their BestCompany.com profile Best Company believes the moderated reviews published on its site to be valid unless proven otherwise by the company with factual evidence of false information, moderation errors, or duplicate reviews. More information regarding disputes can be found here. Example #7: Independent financial adviser cites his sources to build credibility This next example is a bit of a different take on using data in marketing, but I thought it was worth bringing to you because I’ve noticed the marketing industry has a rampant problem with crediting sources. There are so many bold-faced marketing claims that shout and brag. But why should anyone believe those claims? Alec Tuckman shared with me the story of a seminar he was conducting about stock market performance. He was frequently challenged by an attendee. “Not wanting to make him look bad in front of his spouse, I did not get confrontational or upset, I simply pulled out a thick notebook full of Wall Street Journal clippings I have compiled over the last five years,” said Tuckman, owner/operator, Wealth Management Partners of Los Angeles. Every one of those articles was supportive material for the statements Tuckman made about the market. While he didn’t get the business from that particular attendee, Tuckman felt that it gave him instant credibility. “Data is the best marketing tool,” he said. “Being able to cite a credible, well-known source gives you credibility.” But don’t just cite any data, or you may end up hurting your brand’s credibility. “Make sure the data is from a reliable source. I wouldn’t recommend quoting something you read from a friend on Facebook IM when you’re trying to prove you are an expert on a particular subject like the stock market. Make sure you are sourcing material from credible sources like Kiplinger’s, The Wall Street Journal, Forbes and Bloomberg,” Tuckman advised.

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Core ABM

How 6sense’s Embedded CDP Creates Immediate Wins

Article | June 20, 2023

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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Buyer Intent Data

Transform Your Business into a Sales Machine with Buyer Intent Data

Article | October 7, 2022

B2B buyer intent data provides insight into a user’s purchase intent. With this information, you can identify when a prospect matching your ICP is actively considering buying your product, or similar products or solutions. This intent data is collated from different digital sources that use cookies to analyze key intent search terms to zero in on when a prospect is in an active buying journey. With this information, B2B companies like yours can make campaigns that are very specific to these prospects and are more likely to convert them. Let us take a look at how B2B buyer intent data can assist sales teams to achieve their revenue goals. Identify High-Intent Target Accounts In account-based marketing, a target account list has companies and accounts that are most likely to buy your product. This target account list helps your sales and marketing teams concentrate their efforts to push high-quality leads through the sales funnel. Using B2B buyer intent data, the sales team can know which prospect is showing key signals of purchase intent. These B2B intent data key signals include downloading resources, reading blog posts, signing up for a free trial, booking a demo, viewing the pricing page, and revisiting your website after the first interaction. Your sales team can segment the target list based on this information. Every lead can be broken down into three segments: high intent, medium intent, and low intent. Now that your sales team has the high intent leads, they can target these leads and convert them without wasting time on low intent leads that may not be ready to buy. Your Sales Cycles Are Shorter than Ever Salespeople often struggle with closing deals faster. The reasons behind this could be anything from wrong contact details to chasing imprecise, low-qualified leads and cold prospecting. Reaching out to accounts that do not show any intent to buy is a waste of time your sales team cannot afford if it wants to meet the revenue targets. With the help of B2B buyer intent data, your sales team gets actionable data insights on the accounts that are in the market and what they are looking for so they can approach these accounts confidently. Popular intent data providers provide more than 95% accurate contact information, company structure, and buyer group details on accounts so your sales team can connect with decision-makers directly and close deals faster. Lead Prioritization is No Longer a Struggle Prioritized lead scoring effectively puts sales managers and salespeople in a position to see real opportunities. B2B buyer intent data allows them to see what other paths leads can take even if they do not visit your website. They can understand which leads are in the final stage of the sales cycle in real-time. Leveraging this information, sales managers can align sales representatives based on the comprehensive overview of accounts without worrying about the initial ranking of the account with the help of intent-based marketing. It helps the entire sales team take advantage of the foresight that intent data provides to create an agile method to capture demand accurately. Improved ABM Implementation Enriching the B2B buyer journey with hyper-personalized content to target ICP in marketing as a part of intent data marketing becomes easy for your marketing teams. They can prepare content for each stage of the buying funnel, which consists of awareness, consideration, and decision-making stages. In the awareness stage, you can help your prospects narrow down their search and lead them to your brand. In the consideration stage, your sales teams can get in touch with the decision-makers who respond the most to your marketing campaigns and are in the stage to purchase your product. In the final decision-making stage, your customer support and sales teams can provide the prospects the assistance they need through content on crucial pages via a product guidance tool or a chat service. This way, your B2B account-based marketing strategy can be implemented with added accuracy. Final Thought Saving costs, generating more leads, and boosting sales becomes easier with the help of buyer intent data. Rather than letting your sales team wait for prospects to stumble upon landing pages, your business can leverage B2B intent data to gain a competitive edge by finding them first and offering them solutions to their problems through your products using buyer intent data strategies.

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Core ABM

ABM Automation: 4 Steps to Plan and Pace your ABM Efforts

Article | July 19, 2021

Account-based marketing is the ultimate personalization tool. Instead of incurring unnecessary marketing expenses, an account-centric strategy segregates vital business accounts and markets directly. This means, by appealing to specific market leaders, who can benefit from what your company has to offer, you can make marketing efforts more tailored and effective. ABM strategy is not new by any means. Still, it has gained widespread recognition over the past few years as it's evolved along with the progression of technology. An entirely tech-based, the marketing automation solutions have made account-based marketing more measurable and affordable for all-sized businesses. Thus, ABM automation gained pace. Research from Marketo suggests that account-based marketing delivers a better return on investment than other various strategies for 97% of marketers. Marketing automation plays a vital role in driving impressive results. It allows companies to target their outreach based on interests and actions. But what makes ABM automation win the rat race? ABM Automation: AI is the Driver The reason why ABM automation has recently emerged is the availability of AI. Initially, AI was used by ABM to propel the automatic selection of target accounts through predictive analytics. Also, it is driving intelligent marketing nurturing and other marketing responses based on how the targets respond, their needs, and so on. If you're targeting 100 accounts as potential new corporate customers, those accounts will visit different pages of your site. Some will download white papers and respond to emails. You will get leads from the targeted companies through these activities, and thus you can knock at their door. AI enables quick responding to a dynamically changing engagement in the ABM platform and delivers the best action. This is how automation with AI is emerging in ABM platforms. You can take four steps to automate your ABM to drive leads and create a successful ABM automated platform. 4 Steps to Plan ABM Automation Draw the Automation Cycle To start with ABM automation, firstly, create a blueprint of the targeted business. In this, you should identify the complete process of lead generation. The trail looks like; subscriber, lead, MQLs, SQLs, and a client to target. In this process, you cannot communicate at each phase. When one clicks on the particular link of your website, you should have a system-generated mail to send. Once you track the movement of the lead, quickly trigger the sales team to take the follow-ups. This saves the time of salespersons, and therefore ABM strategies are implemented wisely. Integrate your ABM automation software and CRM Before you build your account-based marketing campaigns, you'll have to integrate your ABM automation software and CRM. Integrating marketing automation tools is vital in the automation process. If your ABM software doesn't interact with the email marketing software, you won't be able to automate the process. In addition, if it doesn't relate to your CRM, it will be difficult to know if leads converted into accounts and track the ROI of an account-based campaign. So, to integrate ABM automation, you'll have to research and keep ICP, content, target accounts, and CRM all in one place. Tailor Your Content Ensure you're sending the right message to the right target account. Creating customized landing pages looking at how people have recently interacted with your brand is a great way to execute automation. Using ABM tools, you can automatically message target accounts with relevant messages when they engage with you and help you build the connections that become conversions. Create Dashboard to Assess Efforts The last step to automate your ABM platform is to track and measure the efforts you have put in to see information at-a-glance. You get information about your target accounts on your dashboard, such as open deals, company score, total pipeline, and the number of decision-makers identified. In addition, you should consider ongoing A/B tests when started with ABM automation. This is because you can see what messaging appeals to your ICP (Ideal Customer Profile). ABM is a result-driven approach. ITSMA reports that 87% of marketers consider ABM as delivering the highest returns. But without automation, ABM becomes a strewn process. Marketing automation lets your team offer a personalized approach and immediate outreach with valuable content that pushes visitors to become regular clients. Thus, using ABM software tools — ideally the marketing automation tools — can help you automate and scale your strategy and adds value to your ABM efforts. Frequently Asked Questions What are the account-based marketing tactics? Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects. Why is an account-based marketing strategy so important? The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions. How to create the automated ABM strategy? To create the automated ABM strategy, follow these steps: Create your Ideal Customer Profile (ICP) Align your target accounts Build campaigns Integrate ABM, marketing automation software, and CRM Personalize content Engage Set up a dashboard for assessment { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the account-based marketing tactics?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects." } },{ "@type": "Question", "name": "Why is an account-based marketing strategy so important?", "acceptedAnswer": { "@type": "Answer", "text": "The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions." } },{ "@type": "Question", "name": "How to create the automated ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "To create the automated ABM strategy, follow these steps: Create your Ideal Customer Profile (ICP) Align your target accounts Build campaigns Integrate ABM, marketing automation software, and CRM Personalize content Engage Set up a dashboard for assessment" } }] }

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Effidata

Effidata is a leading digital marketing and CRM agency based in Paris. We help business to build, maintain and learn from relationships with their audiences and clients. Effidata provides strategic and operational turn key packages for email, mobile and social marketing...

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Buyer Intent Data

Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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Account Based Data

DemandScience’s End-to-End B2B Demand Generation Products Earn 50 Awards in Winter 2024 G2 Reports

GlobeNewswire | January 10, 2024

DemandScience, a leading B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned 50 awards in G2’s Winter 2024 reports. This is the second consecutive quarter DemandScience has won 50 or more G2 awards. Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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ABM Accounts

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

GlobeNewswire | January 09, 2024

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

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Buyer Intent Data

Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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Account Based Data

DemandScience’s End-to-End B2B Demand Generation Products Earn 50 Awards in Winter 2024 G2 Reports

GlobeNewswire | January 10, 2024

DemandScience, a leading B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned 50 awards in G2’s Winter 2024 reports. This is the second consecutive quarter DemandScience has won 50 or more G2 awards. Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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ABM Accounts

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

GlobeNewswire | January 09, 2024

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

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Events