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The Correct Ways to Implement Account-Based Marketing Plans

Account-Based Marketing Plans
We all know that account-based marketing means targeting the best customer accounts, creating personalized marketing campaigns, and getting to the conversion stage.

Though these steps may sound easy, it takes a lot of brainstorming to implement them to convert the accounts that matter the most. To know more about these steps, you can read six hard-hitting lessons for the ABM strategy.

This article will talk about the best and correct ways to implement ABM plans with examples.

But first, let us briefly inform you about ABM and how it works.

Brief Introduction to ABM


Account-based marketing is a marketing strategy implemented by B2B marketers to concentrate on their exclusive clients. First, the sales and marketing team collaborates to collect the maximum data about specific clients. Then these clients are targeted with personalized marketing campaigns on various platforms.

Thus, account-based marketing allows you to utilize your workforce and resources efficiently. It also helps to market your products to a handful of customers who have a 90% chance of conversion.

Now, let us see the correct ways to implement ABM for various B2B industries.

Ways to Implement ABM Plans with Examples


We have specifically chosen the four best ways to implement ABM in B2B marketing strategy. These are the core strategies that have worked for B2B and are sure to work for you too.

But first, look at these wise words from Maliha Aqeel, Director of Global Communications at Fix Network World.

'One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal.'

So before implementing any marketing plan, ensure that your brand strategy, marketing campaigns, and everything else aligns with the overall business goals.

Identify Exclusive Accounts


It is the root of your ABM strategy. Your fruits of labor will be decided by the correct places you plant these roots.

So basically, when you are filtering your clients/customers for ABM, here are the key factors to be kept in mind;
  • Choose the correct industry.
  • Know the size of the organization.
  • Identify the needs, challenges, and pain points of the organization.
  • Know the timelines and hierarchy of their decision-making process.

The answers to these questions will help you to recognize the target accounts precisely.

Example:

Vidyard is a video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. It collaborated with SmartBug Media to change the video experience for users worldwide. Thus, they can target the correct customers on Hubspot. In addition, they help customers to make videos an integrated part of their marketing campaigns and other processes.

Craft Tailored Content


Every filtered account for ABM will have unique needs, demands, challenges, and pain points. Thus, you have to craft content to address the customers directly. They should instantly recognize that you understand them and have built solutions exclusively for their challenges.

You should also be ready with different content for different stages of the buying journey. And remember to design content for customers even after they convert. It helps you to be ready for the retention stage.

Like Mark Emond, Founder and President at Demand Spring quotes;

“Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.”

Example:

Intridea executed an excellent content strategy to target the advertising giant Ogilvy. First, they rented a billboard right across Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line. This exclusive content got them an appointment with Ogilvy’s CEO!

Use Marketing Automation Tools


There are various personalization tools available to assist you in ABM. These tools provide centralized data collection and data analysis. They also coordinate your marketing campaigns across all platforms.

Example:

Growsteak is a Vietnamese company that provides advertising and digital marketing solutions. However, it faced several challenges like lead generation and competitor analysis. Thus, they incorporated Hubspot’s Partner Program. It not only helped them overcome their challenges but also generated 5,166% more leads overall.

Measure the KPIs


You need to measure the metrics once you implement ABM. It is one of the essential factors of a successful ABM strategy. However, these metrics are different from traditional marketing. Thus, you need to keep a hawk’s eye on them.

Some of the KPIs to consider are;
  • Is the current coverage of key clients sufficient and, is it growing?
  • Are there known or anonymous visits to your site? Have they increased?
  • Is the incoming traffic getting converted?
  • How much is the depth of engagement?
  • Has the strategy made it easy to get appointments of the target accounts?

Wrapping Up


The success of account-based marketing depends on research and personalization. The more effort you put in to know your clients, the closer you get to convert them. Thus, make use of the abundant data and accurately target your potential customers!

Frequently Asked Questions

Is ABM more successful than traditional marketing?


Yes.  Compared to traditional marketing methods, ABM has proved to create wonders and save a lot on time, resources and workforce. It has also guaranteed a better success and conversion rate for the sales and marketing teams.

How important is personalization in marketing?


Personalization plays a prominent role in ABM. A trust factor builts if you can address the challenges and pain points of the client with personalized solutions.

Also, personalization ensures a higher rate of getting appointments and conversions of the targeted accounts.

Can SMBs also implement ABM?

Of course. SMBs have a higher chance of growing if they plan their marketing strategy along with ABM. It will allow them to understand the market and their customers from the very beginning. And once they have converted the customers, retention will be an easy task.

Spotlight

Berry Network

Berry Network specializes in creating dynamic digital marketing and advertising programs for multi-location brands to drive targeted, high-quality, local leads across multiple platforms and devices. Our hyperlocal approach originates at the ZIP-code level to influence more local consumers and generate a higher return on investment for our clients.

OTHER ARTICLES
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Article | August 5, 2022

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Buyer Intent Data Brings You Ready-to-buy Customers Every user has a unique online behaviour, which can be distinguished using behavioral signals that uncovers the topic, product, or service the person needs. This information gives insight into the perceived intent of your marketing ICP. As a marketer, this information will help you plan effective advertising campaigns. The sales team can use this data to design the right pitch tracks, demos, and collateral to convert members from your targeted buying group. Additionally, this data can also help your customer success teams identify existing accounts that showcase a churn risk or an upsell opportunity. It’s a win-win for three teams at once. B2B intent data uses website data, off-site activity, CRMs, social media data, and content consumption data from online content like infographics, blogs, product comparisons and reviews, discussion boards, case studies, and news to pinpoint buyer insights. Intent Data Improves the B2B Buyer Journey The B2B buyer journey is a combination of accounts navigating through early stage (awareness content to identify the problem), middle stage (exploring solutions), late stage (comparing vendors that offer solutions) and finally the last stage (purchase/upsell/churn). Between exploring solutions and comparing vendors, lie hidden opportunities that haven’t reached you. Intent data can bridge this gap for you. Intent data providers give you data that is tailored to keywords that are relevant to your business and use case. This data targets buying locations at the website level and aggregates signals across a corporate family. Deep learning and natural language processing (NLP) are used to screen the content to achieve relevancy and to map billions of unique online engagement events every week. Analytics pinpoint the accounts that are showing any kind of buying activity and correspond to your targeted keywords. 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B2B Buyer Intent Behavioral Indicators Actions that prospects carry out on your website or the internet are compared with the behavioral data of prospects that become SQLs (sales qualified leads). Here are some behavioral indicators that show purchase intent: High intensity engagement with your brand’s social media posts Exploring your product or pricing pages Exploring product or service customer review page Reading articles about your product’s features on your blog The frequency of prospects’ website visits and the actions they take Content consumption, like downloading e-books, templates, or any other resources What Does Buyer Intent Data Do for You? While implementing account-based marketing techniques, you should prioritize intent data above everything else. Capitalize on the potential of intent data by incorporating it into your sales and marketing workflows. Adjust your interactions to match your prospects’ demands and establish meaningful connections with them. Primarily, intent data helps prioritize a list of target accounts that need to be pursued. Once the sales and marketing teams are aware of a user's location in the sales cycle, they may focus on moving them along in the purchasing process with customized content. Let us look into what intent data can do for your business in detail: Efficient Prospecting According to a survey by HubSpot, 75% of businesses ranked being able to close more deals as their top sales priority. With intent data, a prospect that is in the market to buy is easier to find because of predictive analytics. You already have your ICP in marketing in place and when prospects match this list and are in the market to buy, buying intent data efficiently puts your brand in front of these leads. Apart from this, buyer intent also helps segment your target list based on the intensity of the purchase intent. Targeting accounts with high intent through email marketing, content marketing, advertising and direct mail becomes easier. Enhances Outbound Sales The higher the quality of leads, the easier it becomes for your sales team to convert them. Buyer intent data lets your sales team know the exact position of a lead in the buying cycle. Instead of wasting time emailing unqualified leads, your team can approach these prospects which match your ICP in marketing and start a meaningful conversation. Intent data also increases the ROI of your B2B content syndication efforts. Superior Lead Scoring Your marketing team can predict prospects’ purchase intent based on what they are researching. They can do lead scoring with precision and supplement your sales team’s efforts. They don’t have to rely on traditional lead scoring methods where they add points to a lead’s score when certain actions are performed. 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If you are aware of the questions that your prospects have before they go to market, you can answer them through your content. Buying intent data offers you just that. Let intent data drive your content strategy to give your prospects just what they want. Intent Marketing Intent-based marketing is when you know just where to spend your time and budget. In intent marketing, the focus lies on analyzing the intent of your prospects and strategizing how to meet them. Spending less time trying to target and rank keywords with low or irrelevant intent can help you increase your ROI, make an ironclad content strategy and a streamlined lead generation process that results in conversion and revenue. Assessing Buyer Intent Understanding and calculating buyer intent is not an easy task. It depends on these three factors: Recency Buyer intent that reports how recently a prospect engaged with your content is valuable so that your sales team can approach leads who have visited your website. Frequency Frequency indicates the intensity of your prospects’ intent to buy a product or service to solve their problems. If they visit key pages that have information on pricing, case studies, customer stories, etc., your sales team can reach out to them immediately. Engagement When your sales and marketing teams score leads, one of the most important parameters on their scale is engagement. If a prospect is engaging with the content on your website, through a chatbot, or as a result of an email campaign, you know it’s a great time to reach out to them. Apart from these factors, buyer intent data tools also use variables like firmographics, technographics, account size, and job titles for accurate buyer intent mapping so that you can reach out to your marketing ICP with a personalized message in your intent-based marketing strategy. Metadata Sees 42% Dip in CPL with G2 Buyer Intent Metadata, a demand generation platform that runs paid campaign experiments and self-optimizes them to generate revenue, invested in G2 buyer intent. Their cost per lead (CPL) dipped 42%, their click-to-open rate for ads increased 114%, and their average deal size for ads spiked by 18%. Final Thoughts Buyer intent data changes the way you interact with your prospects and leads. Harness buyer intent data tools to have an edge over your competitors and get more conversions. FAQ What are the essential elements of an intent data strategy? Align your intent data strategy with your ABM strategy, get buy-in from the C-suite, begin with a small pilot, analyze performance metrics, and integrate your systems with intent data. How are B2B marketers leveraging B2B buyer intent data to boost revenue? B2B marketers use intent data to create effective content, identify buyer groups, improve lead qualification, boost team productivity, and increase customer retention to boost revenue. How does intent data enhance your lead scoring process? Predictive purchasing insights help you find prospects in the market so you can make a list of accounts that are close to making a purchase decision. This makes your lead scoring process easier and better.

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Transform Your Business into a Sales Machine with Buyer Intent Data

Article | July 20, 2022

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Top 10 Buyer Intent Data Tools for Maximizing Business Growth in 2023

Article | June 15, 2022

Discover the top 10 buyer intent data tools for businesses to leverage advanced data analytics and real-time intelligence for gaining valuable insights into buyer intent and drive revenue growth. The ability to effectively harness and leverage buyer intent data has become imperative for organizations striving to stay ahead of the competition in the dynamic modern business landscape. In this era of empowered consumers, businesses must go beyond surface-level understanding and delve into deeper motivations and preferences of their target audience. As organizations strive to understand their customers on a deeper level, sophisticated buyer intent software and tools have become indispensable for extracting actionable insights. With the implementation of these sophisticated solutions, businesses can unlock invaluable insights into customer behavior, preferences, and purchase intent, enabling them to make informed decisions, tailor their marketing strategies, and ultimately drive substantial business growth. The following are some of the best buyer intent data tools and software essential for organizational growth: SalesOS Developed by ZoomInfo, SalesOS is a cutting-edge go-to-market platform tailored for B2B companies. It boasts the largest, most accurate, and regularly updated database of insights, intelligence, and purchasing intent data pertaining to companies and contacts. Complementing this wealth of information, SalesOS incorporates additional tools such as Chorus for conversation intelligence, Engage for sales engagement, and RingLead for data orchestration. Integrating these tools with existing systems, SalesOS equips go-to-market teams with the necessary resources to engage prospects and customers effectively. With SalesOS, organizations can optimize their sales efforts, close more deals, and achieve their sales targets with precision and efficiency. Terminus Intent Data Terminus Intent Data is a robust software solution that equips sales and marketing teams with precise insights to identify their most promising opportunities and evaluate their conversion potential. It leverages a combination of first-party and third-party intent data, enabling teams to focus their efforts strategically. With its native, multi-channel ABM campaigns, organizations can select and prioritize accounts demonstrating intent to buy throughout the entire buyer's journey. In addition, by initiating targeted brand promotion to companies exhibiting intent interest, Terminus helps businesses establish an early impression and activate their sales teams at the optimal time. With Terminus Intent Data, companies can optimize their go-to-market strategies, enhance customer engagement, and drive growth by capitalizing on valuable intent-driven insights. Demandbase One A comprehensive and intelligent go-to-market (GTM) suite, Demandbase One, empowers businesses to outpace their competition. With its single platform for orchestrating and automating seamless buyer journeys, Demandbase One enables organizations to accelerate their go-to-market strategies. The platform revolves around robust account intelligence, allowing teams to identify opportunities earlier, engage prospects more intelligently, and streamline the deal-closing process. It offers a complete GTM package, encompassing solutions for account-based experience (ABX), advertising, sales intelligence, and data. Alternatively, businesses can adopt the specific solutions they require at their own pace. Whichever path they choose, Demandbase One optimizes GTM operations, leading to a superior buying experience and positioning organizations for success in the competitive marketplace. Identification Identification, a powerful software solution developed by RollWorks, offers B2B businesses the capability to identify and engage their target accounts with precision. Leveraging advanced data intelligence and machine learning, Identification empowers marketers to uncover the companies visiting their websites and gain valuable insights into their intent and interests. It assists businesses in accurately identifying both known and unknown website visitors, enabling them to personalize their interactions, tailor messaging, and prioritize outreach efforts. With Identification, companies can optimize their account-based marketing strategies by effectively targeting high-value accounts, utilizing ideal customer profile (ICP) insights, and accessing sales intelligence. By capitalizing on this comprehensive tool, organizations can enhance engagement with their most valuable accounts, resulting in increased conversions and revenue growth. Integrate Marketplace Integrate Marketplace, powered by a global network of trusted partners and expert campaign strategists, empowers B2B businesses to execute turnkey brand and demand programs that generate qualified, compliant, and marketable leads. With its custom programmatic display campaigns and diverse content syndication partnerships, the software enables businesses to establish brand recognition among target accounts and drive demand effectively. Integrate also helps companies to leverage unified technology to run precise, holistic campaigns while gaining valuable data insights by incorporating media channels and providing a consistent buyer experience. The key features of Integrate Marketplace include predictable pipeline generation, meticulous brand campaigns, and beautiful cross-channel buyer experiences, facilitating businesses to drive measurable results and accelerate their demand generation efforts. As it works with vetted partners, Integrate Marketplace expands its reach on a global scale, ensuring that brand and content exposure reaches the desired markets. Company Surge Company Surge, a comprehensive data intelligence solution developed by Bombora, provides businesses with valuable insights into buyer intent. Leveraging a vast B2B intent data database, Company Surge empowers organizations to gain a deep understanding of the topics and interests potential customers are researching across the web. Businesses can refine their understanding of their target audience, identify key accounts displaying buying signals, and optimize their marketing and sales strategies accordingly by harnessing this database. Company Surge helps businesses enhance their lead-generation efforts, personalize their messaging, and improve overall marketing effectiveness, resulting in higher conversion rates and revenue growth. With the power of intent data, businesses can make informed decisions and strategically align their efforts to meet the needs and interests of their prospective customers, driving meaningful business outcomes. MRP Prelytix MRP Prelytix is a purpose-built software solution that addresses the specific needs and challenges faced by enterprise sales and marketing teams. With over 20 years of experience in serving these teams, MRP Prelytix simplifies the complexities of the operating environment and enables coordinated account-based programs alongside existing marketing initiatives on a global scale. The software's key features include enterprise administration for efficient management, omnichannel orchestration for cohesive marketing campaigns, pre-built integrations for seamless data connectivity, and revenue-driving analytics for actionable insights. Recognizing the distinct requirements of enterprise-class marketers, MRP Prelytix offers a mature and sophisticated platform that facilitates seamless coordination of ABM programs across teams. Integrating the capabilities of MRP Prelytix, enterprise sales and marketing teams can optimize their operations, enhance customer engagement, and drive revenue growth in their highly sophisticated operating environment. 6sense Revenue AI 6sense Revenue AI transforms the way organizations drive pipeline and revenue, offering advanced capabilities for capturing anonymous buying signals, targeting ideal accounts, and recommending effective channels and messaging. Removing guesswork and streamlining sales efforts, the platform empowers sales, marketing, and customer success teams to improve pipeline quality, accelerate sales velocity, increase conversion rates, and drive predictable revenue growth. 6sense also enables businesses to uncover hidden signals and missed opportunities in their funnel, utilizing intent data from multiple sources to accurately match buying signals to accounts across devices, channels, and locations. With features such as dynamic account targeting, predictive analytics, and a centralized tech stack, businesses can craft precise audience-building strategies, automate workflows, and engage buyers through hyper-targeted advertising campaigns and conversational emails. Capture Capture, offered by Clearbit, is a versatile software product designed to assist businesses in obtaining accurate and comprehensive lead data in real time. With Capture, sales and marketing teams can instantly enrich lead information by entering an email address or domain. Key features of Capture include the ability to reveal hidden pipeline opportunities, find critical buyer contact information, add new records to the CRM, and seamlessly integrate with the entire technology stack. Leveraging Clearbit's vast database and powerful algorithms, the software provides valuable details such as company information, social media profiles, and job titles. It also empowers businesses to streamline lead qualification, personalize outreach, and enhance the effectiveness of sales and marketing campaigns by seamlessly integrating with existing workflows and systems. PurePush PurePush, offered by Demand Science, is an innovative software solution that revolutionizes B2B content syndication. It enables businesses to effectively target their desired audience and deliver tailored content across various digital channels. PurePush leverages advanced targeting capabilities and precise audience segmentation to ensure the right content reaches the right individuals at the optimal time. It also assists organizations in amplifying their content visibility, expanding their reach, and driving engagement with high-quality leads. The software provides actionable insights and analytics to optimize content syndication strategies, allowing businesses to nurture prospects, generate quality leads, and accelerate their sales pipeline. With PurePush, enterprises benefit from dedicated customer experience managers who provide exceptional support and guidance throughout each campaign, ensuring a seamless experience. Conclusion The integration of buyer intent data software and tools has become essential for businesses aiming to maximize their growth potential in the business landscape today. The top 10 tools for finding intent data discussed in this article offer a wide range of features and capabilities that enable businesses to gain valuable insights into buyer intent, optimize their marketing and sales efforts, and drive revenue growth. The growing integration of advanced technologies, such as data analytics, machine learning algorithms, and real-time intelligence in buyer intent data tools, further empowers businesses to identify high-value accounts, personalize their messaging, prioritize their outreach efforts, and deliver exceptional buyer experiences. With the ability to uncover hidden signals, target the right accounts at the ideal time, and make data-driven decisions, businesses can significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and ultimately achieve their growth objectives. Embracing these buyer intent data tools as part of a comprehensive business strategy will give organizations a competitive edge in the dynamic and ever-evolving B2B landscape.

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Core ABM

4 Metrics to Measure ABM Impact on Sales

Article | July 27, 2022

Dealing with lengthy sales cycles, multiple decision-makers, and aggressive sales quotas must not be new for sales leaders like you. However, if you collaborate more closely with marketing and customer success, you will likely achieve better results with your ABM strategy. According to Forrester, highly aligned businesses grow 19% faster and are 15% more profitable. In this article, we will cover four ABM metrics you should be concerned with and how to track them to inform future ABM campaigns. 4 Metrics to Measure ABM Impact on Sales Pipeline Velocity When calculating pipeline velocity, compare the progression of opportunities through the sales cycle stages before and after. Measure how the velocity compares to previous cycles, whether you're running an ABM pilot or a mature program. Pipeline Velocity will help sales teams find opportunities during the sales cycle and close those good deals faster. Average Sales Cycle Length Measuring the average sales cycle length before and after the launch of your ABM program allows you to see if marketing activities have reduced the time it takes for your team to convert likely buyers from an opportunity to closed-won deals. A shorter sales cycle results in a greater number of closed deals per year and impressive ROI figures for your team. Average Contract Value (ACV) Average contract value (ACV) is one of the most important ways to measure the success of account-based marketing (ABM) because one of the main benefits of ABM is to find and convert high-intent, high-value accounts. Gartner found that the average deal size for ABM programs was 20% higher than for traditional demand generation programs. Measuring ACV can give you information about sales results and show how changes to ABM planning and strategy affect the bottom line. Customer Lifecycle Value (CLV) Customer Lifecycle Value is an all-encompassing metric that helps you determine how well your ABM program works and lets you predict future ROI. Once you've measured and optimized your CLV, you can assess customer churn and retain your high-value accounts. If you give accounts what they need at every stage of the buyer's journey through excellent customer service and personalized content, your customer churn rate will drastically decrease. Finishing Up Any successful ABM program starts and ends with strategic goals, objectives, and data-driven metrics. ABM programs done right can equip sales teams to point to a more valuable pipeline, shorter sales cycles, and more closed-won business.

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Core ABM

In Focus: Account Mapping in ABM

Article | August 5, 2022

Getting the attention of the target audience at the right time is the aim of every B2B marketing strategy. Most consumers research products and services before making a purchasing decision. B2B companies are no different. This means potential accounts are always on the lookout for a solution to a problem they are facing in their business. These are prospects that will convert into approachable leads and eventually customers if you offer them just what they are looking for, just when they are looking for it. To find these lucrative prospects, marketers like you need to harness B2B buyer intent data. B2B intent data gives you deep insights into your marketing ICP’s behaviour, pain points, and requirements. With this important data, you can give your sales team promising leads they can follow up on. In an interview with Media 7, Marc Laplante, CEO and Co-founder of Intentsify emphasized the importance of intent data. “In B2B marketing and sales, intent data is typically understood as a tool to identify or prioritize which accounts we should target for advertising, lead generation, and sales follow-up. These are undoubtedly powerful use cases. But they represent only part of the intent data’s value. You should also use intent data to convert those accounts down the funnel into customers and revenue. Intent data, if granular enough, will highlight your target accounts’ problems, interests, research into competitors, geographic location, and buying stage.” Let us take a look at what buyer intent data can do to bring you the sales numbers you want and how it can enhance your B2B account-based marketing strategy. Buyer Intent Data Brings You Ready-to-buy Customers Every user has a unique online behaviour, which can be distinguished using behavioral signals that uncovers the topic, product, or service the person needs. This information gives insight into the perceived intent of your marketing ICP. As a marketer, this information will help you plan effective advertising campaigns. The sales team can use this data to design the right pitch tracks, demos, and collateral to convert members from your targeted buying group. Additionally, this data can also help your customer success teams identify existing accounts that showcase a churn risk or an upsell opportunity. It’s a win-win for three teams at once. B2B intent data uses website data, off-site activity, CRMs, social media data, and content consumption data from online content like infographics, blogs, product comparisons and reviews, discussion boards, case studies, and news to pinpoint buyer insights. Intent Data Improves the B2B Buyer Journey The B2B buyer journey is a combination of accounts navigating through early stage (awareness content to identify the problem), middle stage (exploring solutions), late stage (comparing vendors that offer solutions) and finally the last stage (purchase/upsell/churn). Between exploring solutions and comparing vendors, lie hidden opportunities that haven’t reached you. Intent data can bridge this gap for you. Intent data providers give you data that is tailored to keywords that are relevant to your business and use case. This data targets buying locations at the website level and aggregates signals across a corporate family. Deep learning and natural language processing (NLP) are used to screen the content to achieve relevancy and to map billions of unique online engagement events every week. Analytics pinpoint the accounts that are showing any kind of buying activity and correspond to your targeted keywords. All this actionable data can shorten your buyer’s journey towards conversion. Identifying early-stage prospects At this stage, intent data signals surge around the keywords or topics that relate to the general challenges and pain points of your prospects because they are looking at the cause of their problem. They will try to find a elementary solution and get to know more about the products and services different brands are offering. Identifying middle-stage prospects The intent data signals at this stage will show a higher level of activity around topics or keywords related to a precise product or service category because the prospects have already identified the root of their problem and the options they have to address it. Identifying prospects ready to purchase At this stage, the signals are mostly focused on topics related to your brand, your specific product names and features, and your competitors’ product names. These prospects are ready to spend and should be approached at the earliest to achieve conversion. Sources of Buyer Intent Data Intent data providers offer two types of intent data: 1. Internal Intent Data (First-party Data) This data is collected in-house through a marketing automation platform or through application logs if you have a web-based app. You can control what you collect and how you collect it and act on the data instantly. You can customize the purchase intent to your liking. 2. External Intent Data External intent data is third-party intent data and is collected outside of your business. It is sourced via IP lookups, cookies or specific websites. However, third-party cookies will be phased out soon. So, B2B marketers need to rely on first-party cookies, data points, contextual advertising, and tracking technologies to get information on their prospects. Read more about cookie-less ABM here. B2B Buyer Intent Behavioral Indicators Actions that prospects carry out on your website or the internet are compared with the behavioral data of prospects that become SQLs (sales qualified leads). Here are some behavioral indicators that show purchase intent: High intensity engagement with your brand’s social media posts Exploring your product or pricing pages Exploring product or service customer review page Reading articles about your product’s features on your blog The frequency of prospects’ website visits and the actions they take Content consumption, like downloading e-books, templates, or any other resources What Does Buyer Intent Data Do for You? While implementing account-based marketing techniques, you should prioritize intent data above everything else. Capitalize on the potential of intent data by incorporating it into your sales and marketing workflows. Adjust your interactions to match your prospects’ demands and establish meaningful connections with them. Primarily, intent data helps prioritize a list of target accounts that need to be pursued. Once the sales and marketing teams are aware of a user's location in the sales cycle, they may focus on moving them along in the purchasing process with customized content. Let us look into what intent data can do for your business in detail: Efficient Prospecting According to a survey by HubSpot, 75% of businesses ranked being able to close more deals as their top sales priority. With intent data, a prospect that is in the market to buy is easier to find because of predictive analytics. You already have your ICP in marketing in place and when prospects match this list and are in the market to buy, buying intent data efficiently puts your brand in front of these leads. Apart from this, buyer intent also helps segment your target list based on the intensity of the purchase intent. Targeting accounts with high intent through email marketing, content marketing, advertising and direct mail becomes easier. Enhances Outbound Sales The higher the quality of leads, the easier it becomes for your sales team to convert them. Buyer intent data lets your sales team know the exact position of a lead in the buying cycle. Instead of wasting time emailing unqualified leads, your team can approach these prospects which match your ICP in marketing and start a meaningful conversation. Intent data also increases the ROI of your B2B content syndication efforts. Superior Lead Scoring Your marketing team can predict prospects’ purchase intent based on what they are researching. They can do lead scoring with precision and supplement your sales team’s efforts. They don’t have to rely on traditional lead scoring methods where they add points to a lead’s score when certain actions are performed. Intent data uncovers possible paths that your leads can take even when they are not on your website. Personalized and Targeted ABM campaigns Personalization is key for any B2B account-based marketing campaign to bring the results you expect. The most effective method to enhance your ABM strategy is to map out your buyer journey and sprinkle it with relevant content to influence leads. You can also use intent data to strategically personalize and rank your ABM demand generation campaigns, so that every touch point of your ABM campaign meets your prospects' expectations. Relevant Content Creating content that can catch the attention of your prospects while offering solutions and value is crucial to get the conversions you expect. Intent data will help you see the correlation between topics and the context of those topics with the solutions your prospects are looking for. If you are aware of the questions that your prospects have before they go to market, you can answer them through your content. Buying intent data offers you just that. Let intent data drive your content strategy to give your prospects just what they want. Intent Marketing Intent-based marketing is when you know just where to spend your time and budget. In intent marketing, the focus lies on analyzing the intent of your prospects and strategizing how to meet them. Spending less time trying to target and rank keywords with low or irrelevant intent can help you increase your ROI, make an ironclad content strategy and a streamlined lead generation process that results in conversion and revenue. Assessing Buyer Intent Understanding and calculating buyer intent is not an easy task. It depends on these three factors: Recency Buyer intent that reports how recently a prospect engaged with your content is valuable so that your sales team can approach leads who have visited your website. Frequency Frequency indicates the intensity of your prospects’ intent to buy a product or service to solve their problems. If they visit key pages that have information on pricing, case studies, customer stories, etc., your sales team can reach out to them immediately. Engagement When your sales and marketing teams score leads, one of the most important parameters on their scale is engagement. If a prospect is engaging with the content on your website, through a chatbot, or as a result of an email campaign, you know it’s a great time to reach out to them. Apart from these factors, buyer intent data tools also use variables like firmographics, technographics, account size, and job titles for accurate buyer intent mapping so that you can reach out to your marketing ICP with a personalized message in your intent-based marketing strategy. Metadata Sees 42% Dip in CPL with G2 Buyer Intent Metadata, a demand generation platform that runs paid campaign experiments and self-optimizes them to generate revenue, invested in G2 buyer intent. Their cost per lead (CPL) dipped 42%, their click-to-open rate for ads increased 114%, and their average deal size for ads spiked by 18%. Final Thoughts Buyer intent data changes the way you interact with your prospects and leads. Harness buyer intent data tools to have an edge over your competitors and get more conversions. FAQ What are the essential elements of an intent data strategy? Align your intent data strategy with your ABM strategy, get buy-in from the C-suite, begin with a small pilot, analyze performance metrics, and integrate your systems with intent data. How are B2B marketers leveraging B2B buyer intent data to boost revenue? B2B marketers use intent data to create effective content, identify buyer groups, improve lead qualification, boost team productivity, and increase customer retention to boost revenue. How does intent data enhance your lead scoring process? Predictive purchasing insights help you find prospects in the market so you can make a list of accounts that are close to making a purchase decision. This makes your lead scoring process easier and better.

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Core ABM

Finding the Right Balance Between ABM & Demand Generation

Article | July 20, 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

In Focus: B2B Decision-Makers’ Rising Interest in AI and ML

Article | June 15, 2022

Discover the top 10 buyer intent data tools for businesses to leverage advanced data analytics and real-time intelligence for gaining valuable insights into buyer intent and drive revenue growth. The ability to effectively harness and leverage buyer intent data has become imperative for organizations striving to stay ahead of the competition in the dynamic modern business landscape. In this era of empowered consumers, businesses must go beyond surface-level understanding and delve into deeper motivations and preferences of their target audience. As organizations strive to understand their customers on a deeper level, sophisticated buyer intent software and tools have become indispensable for extracting actionable insights. With the implementation of these sophisticated solutions, businesses can unlock invaluable insights into customer behavior, preferences, and purchase intent, enabling them to make informed decisions, tailor their marketing strategies, and ultimately drive substantial business growth. The following are some of the best buyer intent data tools and software essential for organizational growth: SalesOS Developed by ZoomInfo, SalesOS is a cutting-edge go-to-market platform tailored for B2B companies. It boasts the largest, most accurate, and regularly updated database of insights, intelligence, and purchasing intent data pertaining to companies and contacts. Complementing this wealth of information, SalesOS incorporates additional tools such as Chorus for conversation intelligence, Engage for sales engagement, and RingLead for data orchestration. Integrating these tools with existing systems, SalesOS equips go-to-market teams with the necessary resources to engage prospects and customers effectively. With SalesOS, organizations can optimize their sales efforts, close more deals, and achieve their sales targets with precision and efficiency. Terminus Intent Data Terminus Intent Data is a robust software solution that equips sales and marketing teams with precise insights to identify their most promising opportunities and evaluate their conversion potential. It leverages a combination of first-party and third-party intent data, enabling teams to focus their efforts strategically. With its native, multi-channel ABM campaigns, organizations can select and prioritize accounts demonstrating intent to buy throughout the entire buyer's journey. In addition, by initiating targeted brand promotion to companies exhibiting intent interest, Terminus helps businesses establish an early impression and activate their sales teams at the optimal time. With Terminus Intent Data, companies can optimize their go-to-market strategies, enhance customer engagement, and drive growth by capitalizing on valuable intent-driven insights. Demandbase One A comprehensive and intelligent go-to-market (GTM) suite, Demandbase One, empowers businesses to outpace their competition. With its single platform for orchestrating and automating seamless buyer journeys, Demandbase One enables organizations to accelerate their go-to-market strategies. The platform revolves around robust account intelligence, allowing teams to identify opportunities earlier, engage prospects more intelligently, and streamline the deal-closing process. It offers a complete GTM package, encompassing solutions for account-based experience (ABX), advertising, sales intelligence, and data. Alternatively, businesses can adopt the specific solutions they require at their own pace. Whichever path they choose, Demandbase One optimizes GTM operations, leading to a superior buying experience and positioning organizations for success in the competitive marketplace. Identification Identification, a powerful software solution developed by RollWorks, offers B2B businesses the capability to identify and engage their target accounts with precision. Leveraging advanced data intelligence and machine learning, Identification empowers marketers to uncover the companies visiting their websites and gain valuable insights into their intent and interests. It assists businesses in accurately identifying both known and unknown website visitors, enabling them to personalize their interactions, tailor messaging, and prioritize outreach efforts. With Identification, companies can optimize their account-based marketing strategies by effectively targeting high-value accounts, utilizing ideal customer profile (ICP) insights, and accessing sales intelligence. By capitalizing on this comprehensive tool, organizations can enhance engagement with their most valuable accounts, resulting in increased conversions and revenue growth. Integrate Marketplace Integrate Marketplace, powered by a global network of trusted partners and expert campaign strategists, empowers B2B businesses to execute turnkey brand and demand programs that generate qualified, compliant, and marketable leads. With its custom programmatic display campaigns and diverse content syndication partnerships, the software enables businesses to establish brand recognition among target accounts and drive demand effectively. Integrate also helps companies to leverage unified technology to run precise, holistic campaigns while gaining valuable data insights by incorporating media channels and providing a consistent buyer experience. The key features of Integrate Marketplace include predictable pipeline generation, meticulous brand campaigns, and beautiful cross-channel buyer experiences, facilitating businesses to drive measurable results and accelerate their demand generation efforts. As it works with vetted partners, Integrate Marketplace expands its reach on a global scale, ensuring that brand and content exposure reaches the desired markets. Company Surge Company Surge, a comprehensive data intelligence solution developed by Bombora, provides businesses with valuable insights into buyer intent. Leveraging a vast B2B intent data database, Company Surge empowers organizations to gain a deep understanding of the topics and interests potential customers are researching across the web. Businesses can refine their understanding of their target audience, identify key accounts displaying buying signals, and optimize their marketing and sales strategies accordingly by harnessing this database. Company Surge helps businesses enhance their lead-generation efforts, personalize their messaging, and improve overall marketing effectiveness, resulting in higher conversion rates and revenue growth. With the power of intent data, businesses can make informed decisions and strategically align their efforts to meet the needs and interests of their prospective customers, driving meaningful business outcomes. MRP Prelytix MRP Prelytix is a purpose-built software solution that addresses the specific needs and challenges faced by enterprise sales and marketing teams. With over 20 years of experience in serving these teams, MRP Prelytix simplifies the complexities of the operating environment and enables coordinated account-based programs alongside existing marketing initiatives on a global scale. The software's key features include enterprise administration for efficient management, omnichannel orchestration for cohesive marketing campaigns, pre-built integrations for seamless data connectivity, and revenue-driving analytics for actionable insights. Recognizing the distinct requirements of enterprise-class marketers, MRP Prelytix offers a mature and sophisticated platform that facilitates seamless coordination of ABM programs across teams. Integrating the capabilities of MRP Prelytix, enterprise sales and marketing teams can optimize their operations, enhance customer engagement, and drive revenue growth in their highly sophisticated operating environment. 6sense Revenue AI 6sense Revenue AI transforms the way organizations drive pipeline and revenue, offering advanced capabilities for capturing anonymous buying signals, targeting ideal accounts, and recommending effective channels and messaging. Removing guesswork and streamlining sales efforts, the platform empowers sales, marketing, and customer success teams to improve pipeline quality, accelerate sales velocity, increase conversion rates, and drive predictable revenue growth. 6sense also enables businesses to uncover hidden signals and missed opportunities in their funnel, utilizing intent data from multiple sources to accurately match buying signals to accounts across devices, channels, and locations. With features such as dynamic account targeting, predictive analytics, and a centralized tech stack, businesses can craft precise audience-building strategies, automate workflows, and engage buyers through hyper-targeted advertising campaigns and conversational emails. Capture Capture, offered by Clearbit, is a versatile software product designed to assist businesses in obtaining accurate and comprehensive lead data in real time. With Capture, sales and marketing teams can instantly enrich lead information by entering an email address or domain. Key features of Capture include the ability to reveal hidden pipeline opportunities, find critical buyer contact information, add new records to the CRM, and seamlessly integrate with the entire technology stack. Leveraging Clearbit's vast database and powerful algorithms, the software provides valuable details such as company information, social media profiles, and job titles. It also empowers businesses to streamline lead qualification, personalize outreach, and enhance the effectiveness of sales and marketing campaigns by seamlessly integrating with existing workflows and systems. PurePush PurePush, offered by Demand Science, is an innovative software solution that revolutionizes B2B content syndication. It enables businesses to effectively target their desired audience and deliver tailored content across various digital channels. PurePush leverages advanced targeting capabilities and precise audience segmentation to ensure the right content reaches the right individuals at the optimal time. It also assists organizations in amplifying their content visibility, expanding their reach, and driving engagement with high-quality leads. The software provides actionable insights and analytics to optimize content syndication strategies, allowing businesses to nurture prospects, generate quality leads, and accelerate their sales pipeline. With PurePush, enterprises benefit from dedicated customer experience managers who provide exceptional support and guidance throughout each campaign, ensuring a seamless experience. Conclusion The integration of buyer intent data software and tools has become essential for businesses aiming to maximize their growth potential in the business landscape today. The top 10 tools for finding intent data discussed in this article offer a wide range of features and capabilities that enable businesses to gain valuable insights into buyer intent, optimize their marketing and sales efforts, and drive revenue growth. The growing integration of advanced technologies, such as data analytics, machine learning algorithms, and real-time intelligence in buyer intent data tools, further empowers businesses to identify high-value accounts, personalize their messaging, prioritize their outreach efforts, and deliver exceptional buyer experiences. With the ability to uncover hidden signals, target the right accounts at the ideal time, and make data-driven decisions, businesses can significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and ultimately achieve their growth objectives. Embracing these buyer intent data tools as part of a comprehensive business strategy will give organizations a competitive edge in the dynamic and ever-evolving B2B landscape.

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Core ABM

4 Metrics to Measure ABM Impact on Sales

Article | July 27, 2022

Dealing with lengthy sales cycles, multiple decision-makers, and aggressive sales quotas must not be new for sales leaders like you. However, if you collaborate more closely with marketing and customer success, you will likely achieve better results with your ABM strategy. According to Forrester, highly aligned businesses grow 19% faster and are 15% more profitable. In this article, we will cover four ABM metrics you should be concerned with and how to track them to inform future ABM campaigns. 4 Metrics to Measure ABM Impact on Sales Pipeline Velocity When calculating pipeline velocity, compare the progression of opportunities through the sales cycle stages before and after. Measure how the velocity compares to previous cycles, whether you're running an ABM pilot or a mature program. Pipeline Velocity will help sales teams find opportunities during the sales cycle and close those good deals faster. Average Sales Cycle Length Measuring the average sales cycle length before and after the launch of your ABM program allows you to see if marketing activities have reduced the time it takes for your team to convert likely buyers from an opportunity to closed-won deals. A shorter sales cycle results in a greater number of closed deals per year and impressive ROI figures for your team. Average Contract Value (ACV) Average contract value (ACV) is one of the most important ways to measure the success of account-based marketing (ABM) because one of the main benefits of ABM is to find and convert high-intent, high-value accounts. Gartner found that the average deal size for ABM programs was 20% higher than for traditional demand generation programs. Measuring ACV can give you information about sales results and show how changes to ABM planning and strategy affect the bottom line. Customer Lifecycle Value (CLV) Customer Lifecycle Value is an all-encompassing metric that helps you determine how well your ABM program works and lets you predict future ROI. Once you've measured and optimized your CLV, you can assess customer churn and retain your high-value accounts. If you give accounts what they need at every stage of the buyer's journey through excellent customer service and personalized content, your customer churn rate will drastically decrease. Finishing Up Any successful ABM program starts and ends with strategic goals, objectives, and data-driven metrics. ABM programs done right can equip sales teams to point to a more valuable pipeline, shorter sales cycles, and more closed-won business.

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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

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

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

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

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

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Events