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Tips for Successful B2B Marketing

Purva Mishra | November 20, 2021 | 283 views

Successful B2B Marketing
The pandemic has changed the marketing world to a great extent. Customers have tremendously adapted to online buying.

The pandemic has forced B2B customers to adapt to new ways of buying and selling. Customers are ready for online meetings and connecting digitally as far as the buying approach is concerned. The only thing that matters to them is that the solutions should answer their hurdles or challenges like personalization and strategizing marketing so

But for the selling process, B2B marketing strategies needed creativity. Companies had to put their heads together to convince a buyer through conversations on digital platforms. It was not easy. But B2B companies have taken up the challenge and managed to come out with flying colors.

Let us look at the changed scenario of B2B marketing.

The Changed Scenario for B2B Marketing


In 2020, when the world came to a standstill, people expected it was just a break, and they might return to their lives in no time. But this myth was busted when people had to adopt the new normal instead of going back to normal.

Every industry faced challenges, including the B2B industry. Imagine the industry, which had the habit of meeting decision-makers and convincing them with presentations, had to do all the work digitally.

But they found solutions after some months of struggles, and the businesses were back on track. Of course, there were difficulties on the way, but they answered every obstacle with time.

B2B marketing best ideas include account-based marketing, conversational ABM, personalized campaigns, correct use of data, and more. These paved a path for successful B2B marketing amidst the pandemic.

Thus, learning from them, we have curated a list of tips for successful B2B marketing.

Tips for Successful B2B Marketing


These best ways to market B2B are listed after diving deep into the struggles of B2B marketing. The experts of this area have experienced hurdles and implemented these solutions.

Have a Buyer-centric Approach


In an interview with Media7, Dmitry Chervonyi, Chief Marketing Officer at Belkins, stated that,

“If you don't solve your customers' problems and make their lives better, then it is a waste of time to do this kind of business.”

So, you understand how essential the customer is! These days it is more about the customer than about sales. Therefore, you must have a 360-degree alignment with the customer’s needs and preferences. Through this, you have better chances of conversion.

Take Risks


The market is very unpredictable post the pandemic. The companies that you thought may not require your service can be the ones changing the game. So, do not refrain from taking risks. First, of course, calculate the risks, but they take them.

For example, before the pandemic, some businesses may have invested massive resources in digital marketing. As a result, they might not see the results immediately. But meanwhile, the pandemic erupted, and Boom! They were the only ones who survived in the market.

Thus, the results of a calculated risk may be harmful or positive, but you either earn profits or learn something valuable from it!

Implement ABM


If you are a B2B marketer and have not implemented ABM in your marketing strategy, you need to do it immediately. Account-based marketing has the best conversion rate compared to the traditional methods.

And this is the best strategy to be implemented post the pandemic. The reason is that companies have various challenges and need immediate solutions. Thus, if you filter the best clients, address their struggles, and target them, they will waste no time in approaching your sales team.

But this is possible only when you design the best ABM strategy. Click here to know more about account-based marketing for B2B.

Have an Agile Approach


Clive Armitage, CEO at Agent3, believes that,

“We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.”

It means that Agent3 changes its strategies and services as per the clients and market demands. They also keep the clients in the loop of the changes and innovations happening in the market.

Thus, have an agile approach. Be ready to change your marketing growth strategies and plans according to the conditions around you.

Be Future Ready


The example set by the rental car company Hertz shows how future-ready they are with their latest investment. Despite their business being affected by the pandemic, it resurfaced itself through trusted investors. But instead of following the age-old techniques of rental cars, they ordered 100,000 Teslas to electrify its fleet.

Not only did Tesla’s shares hit sky-high but, Hertz was all over the news. This critical investment defines how Hertz is making itself future-ready as it knows the future is electric cars.

This example explains how important it is to invest for the future, considering the changing customer demands. Hence, implementing the latest technologies like AI and machine learning in marketing campaigns can make you future-ready. Plus they also create a great impression in the mind of the customers.

And We Conclude


Remember, marketing is all about understanding your customers and delivering what they want. Once you know your customers, you have hit the bull’s eye. So hit targets by taking risks, investing in technology, and developing a personalized approach.

And most importantly, adapt to the changing world to thrive in it!

Frequently Asked Questions

How to identify a successful B2B marketing plan?

  • Analyze your marketing performance
  • Perform competitor analysis
  • Define your marketing goals
  • Identify your marketing budget
  • Implement the latest B2B marketing trends


How successful is ABM strategy in B2B marketing?


Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing.

Does ABM guarantee a 100% success rate?


Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients.

Spotlight

Bonfire Effect

Bonfire Effect is a Colorado-based agency dedicated to helping companies attract, engage, and maintain customers to fuel business growth. Services include brand strategy and messaging, visual identity and corporate image, campaign strategy and implementation, web development, marketing automation, content creation, email marketing, account-based marketing, event strategy and promotion, and consulting.

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Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. 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The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. 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If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. 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Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

Read More
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Article | June 2, 2021

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
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Hard Truths and Helpful Tips About Account-Based Marketing (Part 1)

Article | June 10, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More
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Spotlight

Bonfire Effect

Bonfire Effect is a Colorado-based agency dedicated to helping companies attract, engage, and maintain customers to fuel business growth. Services include brand strategy and messaging, visual identity and corporate image, campaign strategy and implementation, web development, marketing automation, content creation, email marketing, account-based marketing, event strategy and promotion, and consulting.

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Calendly Launches Routing for Sales and Marketing Teams to Drive Revenue

Calendly | March 30, 2023

Calendly, the modern scheduling platform for high-performing teams and individuals, today announced Calendly Routing, a new solution built to empower sales and marketing teams to qualify, route, and schedule meetings with high-value leads and customers instantly from their company’s website. The new solution integrates with Marketo, HubSpot, and Salesforce to help sales, marketing, and customer success teams close deals faster using the essential industry tools within their tech stacks. Economic fluctuations and shifting consumer behaviors are putting immense pressure on organizations. Customers hold more power and expect real-time responses as companies risk losing business. 82% of sales professionals say they've had to adapt quickly to new ways of selling according to Salesforce’s State of Sales Report. Revenue teams across sales, marketing, and customer experience are being impacted in the process facing increased demands to deliver more leads faster, and in turn, more revenue with fewer resources. “The most effective, well-oiled revenue machine teams know that if you’re not engaging with a lead at their moment of interest, you’re creating a poor customer experience and opening the door to competitors reaching them first,” said Jessica Gilmartin, CMO at Calendly. “We are excited to drive even more value for our customers by helping them achieve a more efficient and easy sales process with Calendly Routing.” Calendly Routing is built on Calendly’s robust and sophisticated core scheduling platform that meets revenue team needs throughout the customer lifecycle. Companies will be able to enhance the customer journey from the moment a lead engages with their website and submits a form requesting to speak with the sales team. Increase website and email conversion by qualifying leads in real time A lead or customer can book a meeting on the spot after completing a HubSpot, Marketo, or Calendly Routing Form on a website if they meet specified criteria. Forms can be embedded on a website or shared as a link in email to eliminate the back and forth of coordinating availability while providing a consistent customer experience in the process. “Calendly Routing is a remarkable product for go-to-market teams,” said Scott Brinker, VP of Platform Ecosystem at HubSpot. “It turns buyer interactions into meaningful, instantaneous opportunities, all within an intuitive scheduling platform that so many marketers and salespeople know, love, and trust. We’re excited that Calendly has built this excellent integration for HubSpot customers to help accelerate sales engagement.” Automatically route leads and customers by Salesforce ownership Calendly Routing will automatically look up and match existing customers and leads to their account owner from Salesforce before prompting them to schedule a meeting. The solution makes it easy for buyers to connect with the right salesperson at the right time without time-consuming, manual reassignments. “Smith.ai’s mission is to help business owners succeed through quick and efficient customer engagement,” said Bryce Kropf, Senior Sales Manager at Smith.ai. “The potential to convert inbound leads into qualified demos – with the right account executive – is what intrigued us about Calendly Routing. We’re seeing an incredible 70% conversion rate of meetings booked through the form. The experience is clearly resonating with customers and it’s driving better end-results for our sales and marketing teams.” Scale business performance with one centralized scheduling platform Organizations are looking to increase company-wide business performance as workers navigate distributed work, an influx of communication and collaboration tools, and greater competition. Calendly is the only centralized automation platform built for scaling scheduling across the entire organization with robust team features, solutions, and integrations; deep analytics; and enterprise-grade security including SCIM provisioning. With Calendly, teams can focus on closing more deals, retaining more customers, hiring more top talent, and maximizing productivity. For more information on Calendly Routing, visit the blog post. About Calendly Calendly helps individuals, teams, and organizations automate the meeting lifecycle by removing the back and forth with scheduling. Calendly’s cloud-based platform offers a new layer of the modern digital technology stack by connecting with critical tools to automate scheduling workflows, creates a more delightful customer experience, and provides insightful, measurable data to drive better business outcomes. Today, over 10 million users across 155 countries use Calendly to simplify meetings, collaborate more effectively and efficiently, and drive business forward. To learn more, visit Calendly.com.

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ON24 Releases Survey Results Showing Value of Digitally Mature Marketing Teams

ON24 | March 15, 2023

On March 14, 2023, ON24, a leading digital engagement platform, released a report on ‘The State of Digital Maturity in Europe: The Tools, Techniques and Strategies Marketers Need to Drive Results.’ The company gathered responses from over 800 marketing leaders in 12 countries, finding that successful enterprises had a digitally mature marketing team. The report also highlighted that marketers in high-revenue companies scored the highest levels of digital maturity. Among the surveyed European countries, Italy, Portugal, and Spain had the most mature marketers. Most high-performing companies defined success in terms of increased revenue and aligned their programs with pipeline objectives. 87% of these businesses matched their digital strategy with their marketing and sales objectives and used pipeline and funnel conversion rates as key performance indicators. 81% of the most advanced marketers are data-driven, utilizing digital channels to collect first-party data. Nonetheless, the report indicated that even the most experienced marketers had room for growth. While most marketers were able to set objectives and develop strategies aligned with those objectives, only one in five leveraged data-driven insights to optimize digital engagement all year. European B2B marketers are gathering data but struggling to use analytics and insights gained to take action. Only 20% of marketers surveyed are using this data to change strategy, and a majority are not personalizing digital experiences. ON24 determined digital maturity through a series of questions to determine an overarching “maturity score” among five categories: Technology; Data and Measurement; Driving Action and Engagement; Strategy, Process and People; and Experiences and Personalization. These categories suggest an organization’s ability to scale marketing programs in digital channels and advance business goals. The report showcases significant opportunities for B2B marketers to drive growth in 2023 by outlining key aspects of a digitally mature marketing team. It also revealed the importance of leveraging data to inform optimization, deliver intelligent campaigns, drive digital engagement, and enable personalization at scale. The full report is available on the ON24 website. About ON24 ON24 is a renowned sales and marketing platform for digital engagement, empowering businesses to drive engagement and generate first-party data. It offers a sales and marketing platform delivering a portfolio of webinars, virtual events, and content experiences to drive revenue growth across the enterprise. Its platform powers digital engagement for over 2,000 customers worldwide, including major global technology, healthcare, and industrial manufacturers. ON24 is headquartered in San Francisco with offices in North America, EMEA, and APAC.

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Integrate Introduces New Dashboards for Account Insights

Integrate | March 03, 2023

At the B2B Marketing Exchange (B2BMX), Integrate, a company specializing in B2B Precision Demand Marketing (PDM), revealed new dashboards to increase visibility into account insights and campaign performance. These dashboards are part of the Integrate Demand Acceleration Platform and offer marketers and revenue teams the ability to analyze lead performance, track budget spends and remaining budget across channels, and prioritize their marketing efforts more effectively. The new features allow users to optimize their campaigns and achieve better results. The enhanced insights dashboards offer marketers a holistic perspective of their cross-channel campaign effectiveness. This comprises the accounts being targeted, the delivered leads, a detailed breakdown of the rejected leads' disposition status, integration success, and other metrics that enable marketers to understand the reasons behind specific lead rejections. Moreover, the dashboards provide marketers with a breakdown of the rejected leads over time, which allows them to determine the frequency of particular rejection dispositions and identify any repaired leads. The latest features in the "Insights" tab of the Demand Acceleration Platform can be accessed by users, who can filter the information according to their preferences, such as campaign source, date, name, and other relevant options. This allows them to narrow their focus and gain better visibility into customer engagement. These enhancements come after the recent release of Account Profiles, enabling marketers to easily monitor their target list's reach and engagement across various channels, resulting in more significant cross-channel marketing performance insights. About Integrate Integrate is a leading technology company that offers a cloud-based platform for managing and optimizing demand marketing processes. Their solutions streamline lead generation, automate marketing campaigns, and improve performance. With clients ranging from startups to Fortune 500 enterprises in various industries, Integrate is dedicated to helping businesses achieve their marketing goals through innovative and effective technologies. It offers a range of solutions to help clients improve their demand marketing processes, including lead generation, lead validation, and data management.

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TARGETED ACCOUNT STRATEGY

Calendly Launches Routing for Sales and Marketing Teams to Drive Revenue

Calendly | March 30, 2023

Calendly, the modern scheduling platform for high-performing teams and individuals, today announced Calendly Routing, a new solution built to empower sales and marketing teams to qualify, route, and schedule meetings with high-value leads and customers instantly from their company’s website. The new solution integrates with Marketo, HubSpot, and Salesforce to help sales, marketing, and customer success teams close deals faster using the essential industry tools within their tech stacks. Economic fluctuations and shifting consumer behaviors are putting immense pressure on organizations. Customers hold more power and expect real-time responses as companies risk losing business. 82% of sales professionals say they've had to adapt quickly to new ways of selling according to Salesforce’s State of Sales Report. Revenue teams across sales, marketing, and customer experience are being impacted in the process facing increased demands to deliver more leads faster, and in turn, more revenue with fewer resources. “The most effective, well-oiled revenue machine teams know that if you’re not engaging with a lead at their moment of interest, you’re creating a poor customer experience and opening the door to competitors reaching them first,” said Jessica Gilmartin, CMO at Calendly. “We are excited to drive even more value for our customers by helping them achieve a more efficient and easy sales process with Calendly Routing.” Calendly Routing is built on Calendly’s robust and sophisticated core scheduling platform that meets revenue team needs throughout the customer lifecycle. Companies will be able to enhance the customer journey from the moment a lead engages with their website and submits a form requesting to speak with the sales team. Increase website and email conversion by qualifying leads in real time A lead or customer can book a meeting on the spot after completing a HubSpot, Marketo, or Calendly Routing Form on a website if they meet specified criteria. Forms can be embedded on a website or shared as a link in email to eliminate the back and forth of coordinating availability while providing a consistent customer experience in the process. “Calendly Routing is a remarkable product for go-to-market teams,” said Scott Brinker, VP of Platform Ecosystem at HubSpot. “It turns buyer interactions into meaningful, instantaneous opportunities, all within an intuitive scheduling platform that so many marketers and salespeople know, love, and trust. We’re excited that Calendly has built this excellent integration for HubSpot customers to help accelerate sales engagement.” Automatically route leads and customers by Salesforce ownership Calendly Routing will automatically look up and match existing customers and leads to their account owner from Salesforce before prompting them to schedule a meeting. The solution makes it easy for buyers to connect with the right salesperson at the right time without time-consuming, manual reassignments. “Smith.ai’s mission is to help business owners succeed through quick and efficient customer engagement,” said Bryce Kropf, Senior Sales Manager at Smith.ai. “The potential to convert inbound leads into qualified demos – with the right account executive – is what intrigued us about Calendly Routing. We’re seeing an incredible 70% conversion rate of meetings booked through the form. The experience is clearly resonating with customers and it’s driving better end-results for our sales and marketing teams.” Scale business performance with one centralized scheduling platform Organizations are looking to increase company-wide business performance as workers navigate distributed work, an influx of communication and collaboration tools, and greater competition. Calendly is the only centralized automation platform built for scaling scheduling across the entire organization with robust team features, solutions, and integrations; deep analytics; and enterprise-grade security including SCIM provisioning. With Calendly, teams can focus on closing more deals, retaining more customers, hiring more top talent, and maximizing productivity. For more information on Calendly Routing, visit the blog post. About Calendly Calendly helps individuals, teams, and organizations automate the meeting lifecycle by removing the back and forth with scheduling. Calendly’s cloud-based platform offers a new layer of the modern digital technology stack by connecting with critical tools to automate scheduling workflows, creates a more delightful customer experience, and provides insightful, measurable data to drive better business outcomes. Today, over 10 million users across 155 countries use Calendly to simplify meetings, collaborate more effectively and efficiently, and drive business forward. To learn more, visit Calendly.com.

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ABM ACCOUNTS

ON24 Releases Survey Results Showing Value of Digitally Mature Marketing Teams

ON24 | March 15, 2023

On March 14, 2023, ON24, a leading digital engagement platform, released a report on ‘The State of Digital Maturity in Europe: The Tools, Techniques and Strategies Marketers Need to Drive Results.’ The company gathered responses from over 800 marketing leaders in 12 countries, finding that successful enterprises had a digitally mature marketing team. The report also highlighted that marketers in high-revenue companies scored the highest levels of digital maturity. Among the surveyed European countries, Italy, Portugal, and Spain had the most mature marketers. Most high-performing companies defined success in terms of increased revenue and aligned their programs with pipeline objectives. 87% of these businesses matched their digital strategy with their marketing and sales objectives and used pipeline and funnel conversion rates as key performance indicators. 81% of the most advanced marketers are data-driven, utilizing digital channels to collect first-party data. Nonetheless, the report indicated that even the most experienced marketers had room for growth. While most marketers were able to set objectives and develop strategies aligned with those objectives, only one in five leveraged data-driven insights to optimize digital engagement all year. European B2B marketers are gathering data but struggling to use analytics and insights gained to take action. Only 20% of marketers surveyed are using this data to change strategy, and a majority are not personalizing digital experiences. ON24 determined digital maturity through a series of questions to determine an overarching “maturity score” among five categories: Technology; Data and Measurement; Driving Action and Engagement; Strategy, Process and People; and Experiences and Personalization. These categories suggest an organization’s ability to scale marketing programs in digital channels and advance business goals. The report showcases significant opportunities for B2B marketers to drive growth in 2023 by outlining key aspects of a digitally mature marketing team. It also revealed the importance of leveraging data to inform optimization, deliver intelligent campaigns, drive digital engagement, and enable personalization at scale. The full report is available on the ON24 website. About ON24 ON24 is a renowned sales and marketing platform for digital engagement, empowering businesses to drive engagement and generate first-party data. It offers a sales and marketing platform delivering a portfolio of webinars, virtual events, and content experiences to drive revenue growth across the enterprise. Its platform powers digital engagement for over 2,000 customers worldwide, including major global technology, healthcare, and industrial manufacturers. ON24 is headquartered in San Francisco with offices in North America, EMEA, and APAC.

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ABM ACCOUNTS

Integrate Introduces New Dashboards for Account Insights

Integrate | March 03, 2023

At the B2B Marketing Exchange (B2BMX), Integrate, a company specializing in B2B Precision Demand Marketing (PDM), revealed new dashboards to increase visibility into account insights and campaign performance. These dashboards are part of the Integrate Demand Acceleration Platform and offer marketers and revenue teams the ability to analyze lead performance, track budget spends and remaining budget across channels, and prioritize their marketing efforts more effectively. The new features allow users to optimize their campaigns and achieve better results. The enhanced insights dashboards offer marketers a holistic perspective of their cross-channel campaign effectiveness. This comprises the accounts being targeted, the delivered leads, a detailed breakdown of the rejected leads' disposition status, integration success, and other metrics that enable marketers to understand the reasons behind specific lead rejections. Moreover, the dashboards provide marketers with a breakdown of the rejected leads over time, which allows them to determine the frequency of particular rejection dispositions and identify any repaired leads. The latest features in the "Insights" tab of the Demand Acceleration Platform can be accessed by users, who can filter the information according to their preferences, such as campaign source, date, name, and other relevant options. This allows them to narrow their focus and gain better visibility into customer engagement. These enhancements come after the recent release of Account Profiles, enabling marketers to easily monitor their target list's reach and engagement across various channels, resulting in more significant cross-channel marketing performance insights. About Integrate Integrate is a leading technology company that offers a cloud-based platform for managing and optimizing demand marketing processes. Their solutions streamline lead generation, automate marketing campaigns, and improve performance. With clients ranging from startups to Fortune 500 enterprises in various industries, Integrate is dedicated to helping businesses achieve their marketing goals through innovative and effective technologies. It offers a range of solutions to help clients improve their demand marketing processes, including lead generation, lead validation, and data management.

Read More

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