Tips for Successful B2B Marketing

Purva Mishra | November 20, 2021 | 35 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

NX Direct

Open since 2009, NX Direct is a leader in direct marketing and sales in Atlanta, Georgia! We have expanded into 3 new markets and have plans to expand to an additional 4 new markets over the course of 2017. Our firm partners with Fortune 500 companies focusing on increasing brand recognition and new account acquisition through retail-based channels. Companies choose to partner with us for a few reasons, one of the top being our commitment to excellence. Not only does NX Direct has proven to work systems and statistics that back up our ability to perform, we do so with the highest of integrity and values. Our team is professional and motivated to meet and exceed clients expectations.

OTHER ARTICLES
ABM ACCOUNTS

Five Things That Can Make a Difference to ABM in EMEA

Article | January 11, 2022

The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem. Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe." Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA. Do You Know Enough About ABM Execution? Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance: A Curated Account List Is the Secret Ingredient Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. Your Sales and Marketing Teams Should Share Their Pizzas Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads. Depending Only on MQLs Will Not Get You Far The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM. Only Strategic Content Brings in the Results You Want Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. ABM Isn’t Your Regular Marketing Strategy ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. Circling Back ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

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ABM ACCOUNTS

Buying Group Marketing: Another Evolution of ABM

Article | July 14, 2021

B2B marketers use account-based marketing (ABM) to generate business because it allows them to drive focused account-level interactions. These interactions are a result of relevant and customized messaging. Today, the messaging focuses on not just one decision-maker but a group within the target account that green lights a buying decision. This natural evolution in ABM implementation is called buying group marketing (BGM). It isn’t a new concept but keeps evolving. B2B marketers are religiously implementing BGM in their ABM strategy to get a competitive edge and to keep up with the changing trends in the ABM industry. Carefully created buyer personas are used to create hyper-personalized campaigns for buying group members. In this sense, BGM is a person-centric marketing approach, differentiating it from an account-based marketing approach. While talking about buying group marketing, Dmitri Lisitski, CEO and Co-Founder, Influ2, a B2B targeted advertising solutions provider, said, "Buying Group Marketing will empower B2B marketers to achieve greater precision by extending this approach more holistically across their programs." How Does BGM Drive Revenue? Revenue factors into every effort that aims to increase sales numbers, retain customers, and engage prospective customers. Let us look into how BGM drives revenue in the B2B domain. Closing the Gap Between Sales and Marketing Organizations struggle to bring sales and marketing teams together. They max out their budgets to make it happen, but more often than not, they do not get the expected results. Additionally, their marketing automation platform doesn’t make the connection between the multiple leads coming from the same account. This lack of insight can affect the performance of the entire demand management process, such as sales, revenue development, and customer organization. Buying behaviors are constantly shifting. It is crucial to use a fresh approach that enables the teams to connect directly with the target accounts’ decision-makers, offering them just what they need through effective campaigns and driving revenue is crucial. In the buying group framework, marketing and sales align their goals and operations, share important insights on buyer personas, orchestrate messaging for campaigns, and collate data from platforms such as CRM and sales engagement tools to successfully find common ground for approaching a buying group. They are no longer stuck on one side of the MQL wall but are involved in every stage of the conversion process. As a result, they guide specific buying group members to make a buying decision and generate revenue. Putting Buyer Experience on Top In a Forrester survey, 94% of respondents said they sold to buying groups that had three or more individuals, while 38% said that they sold to groups of 10 or more. Purchase decisions in large enterprises are never restricted to one individual. The bigger the purchase decision, the bigger the buying committee. The bigger the buying committee, the larger the pool of buyer personas that need targeting. For example, if the HR department of a growing organization realizes that it needs a new human capital resource management system (HCRM) to manage its HR-related processes, then a buying group is created to choose a new system. When this group goes to the market to find a solution, it becomes a potential lead for HCRM providers, and the lead is called a demand unit. Targeting this demand unit with not just the HCRM but also a travel and expense solution (T & E) is possible with BGM. In BGM: Every step in the buyer’s journey is based on buyer personas and presents value to the buying group. Every demand management process focuses on the buying group. Through this approach, multiple types of selling opportunities can be explored. All this effort appeals to different buying group members in different ways and will push them to get in touch with the sales team and make a purchase decision. Offering Solutions to Pain Points Information designed precisely to complete the purchase should be provided to every member of the buying group committee. Interestingly, before making a purchase decision, members of the buying group will explore the content of different solution providers. According to a recent study by Dimensional Research, 90% of buyers thought that positive online reviews of a product or service influenced their buying decision. This is just one type of information that the buying group members will consume before they make a buying decision. With the help of real-time intent targeting or cognitive product targeting, it is easier to understand the customer’s intent through channels like websites, apps, and email. The terms searched, specific or broad, can point to the needs and requirements of a member of the committee. Once the intent is clear, buyer personas can be segmented and targeted with prescriptive content that talks about solutions to their pain points and how the expected results are achieved. For example, if a C-level buying committee member displays a high level of intent activity, then it is highly likely that he or she is looking to make a strategic investment. Such an opportunity will be ready for sales conversion in a couple of months. How Should You Implement BGM on Sales Funnel? We have already established the importance of buying group engagement in driving leads through the sales funnel. When sales and marketing teams share insights, marketing becomes effective and tangible. Now, let us take a look at BGM implementation in the sales funnel: Top of the Funnel While targeting a buying group at the top of the funnel, the focus should be on creating awareness and understanding the demand of the target account. Social media ads and relevant landing pages that act as lead magnets can help achieve this goal. Middle of the Funnel For buying groups in the middle of the funnel, engaging and educating the groups is imperative. Posting relevant content on social media handles can foster interaction with the members. LinkedIn messages from sales development representatives with ad and landing page support are effective. Bottom of the Funnel Conversations that lead to conversion start when the buying group is at the bottom of the funnel. In this stage, the account executives present members with compelling content that addresses their pain points and influences them enough to make a purchase decision. While executing BGM, B2B marketers should begin by understanding the business needs of the target account and create a comprehensive marketing strategy to address these needs. Orchestrating a holistic experience for the buying committee through high-quality, relevant content is the next step. Achieving a strategic, operational and practical alignment with sales will ensure success and higher conversions. Amplitude Drives 5.6x ROI on Ad Spend with Influ2’s Help With Influ2’s person-based advertising, Amplitude, a digital optimization system provider, focused 100% on advertising to key decision-makers within its target accounts. Influ2 used engagement insights to create and execute personalized and attributable B2B marketing. The result was a 5.6x ROI on ad spend. Last Word ABM marketing has evolved with the help of buying group marketing. Implementing BGM with an account-based marketing strategy can create lasting relationships with target accounts, retain existing clients and bring new leads. FAQ What are the three important tenets of buying group marketing? The three important tenets of buying group marketing are understanding the needs of the target account, attaining sales and marketing alignment, and creating a holistic marketing strategy that addresses the pain points of the target account. How is buyer experience different than customer experience? Customer experience focuses on the existing customers in the pipeline, while buyer experience focuses on the prospective customers’ complete buyer journey. How can you engage top-of-the-funnel audiences in buying group marketing? You can engage top-of-the-funnel audiences through social media ads and relevant landing pages that display content relevant to the needs of the target account.

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ABM ACCOUNTS

The ABM to ABX Transformation Drives Account Engagement

Article | June 10, 2022

Account-based marketing brings in a higher ROI compared to other marketing activities. It targets key accounts, but not always at the right time. The buyer experience gets compromised if the strategy does not align with the account’s buyer journey. Demandbase CMO John Miller paints an interesting picture of what ABM is. “The analogy that I've always used to describe ABM was fishing with spears, which was an effective analogy. But at the same time, it doesn't feel very good to get poked by a spear.” -Demandbase CMO John Miller If ABM pokes accounts without respecting them or creating an emotional connection with them, customer success cannot be guaranteed. This is where ABX comes in. It’s a GTM strategy that puts the value of customer experience above the value of key accounts. ABM ››› ABX: Why Are B2B Marketers Adopting ABX? B2B marketers clearly understand how effective the ABX strategy is compared to good old ABM. Here are the reasons why: Buyer groups are the stars of the show. AI insights provide accurate information on which accounts exhibit buyer intent and what they are looking for. These accounts are engaged through hyper-personalized campaigns only when they are in the buying phase. Marketing, sales, and customer success teams ensure every touchpoint consistently delivers value to the customer. ABX execution involves being agile enough to adapt to the ever-changing behavior and needs of the customer. Every customer is nurtured to deepen loyalty for a long-term business relationship. Why Does ABX Matter? Upgrading your plain old ABM strategy to an ABX strategy simply means applying customer experience best practices to your marketing processes. Consequently, your campaigns are trustworthy, impactful, empathetic, and relevant to every stage of your customer’s journey. Targeted messaging that appeals to every member of the customer’s buying team influences the buying decision of the account. The strategy brings sales, marketing, SDR, and customer-facing teams together so they work towards creating a wholesome customer experience consistently across all the touchpoints. Conclusion In a world where there is a continuous influx of information and a scarcity of attention, any kind of interruptive marketing may be ineffective and off-putting. Companies should focus on ABX to build trust with key accounts and create engagement that isn’t forced through perfectly orchestrated interactions across a project or management lifecycle.

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ACCOUNT BASED DATA

B2B Buyer Intent Data Providers Bring in Your Next Customer

Article | April 29, 2022

In an interview with Media 7, Assaf Eisenstein, Co-Founder & President of Lusha, talked about the importance of buyer intent data for offering great customer service. “The most important things B2B brands can do to establish themselves are to know their customers and match their strengths to the buyers they can best serve.” B2B buyer intent data providers help companies resonate with their target audience in a sea of competitors. They can create timely campaigns to convert a prospect into a customer. According to Statista, about 70% of technology vendors rely on buyer intent data vendors for better prospecting. This puts B2B buyer intent data providers in the spotlight more than ever to come up with innovative solutions that can streamline marketing strategies and get more leads to the sales department. Buyer Intent Data: What It Delivers Businesses are sourcing intent data from B2B buyer intent data providers to maintain a competitive edge and grow. Here are a few of the key areas that buyer intent data can positively influence: Your Prospecting With the help of buyer intent data, your sales team can engage with a prospect with added accuracy at the right time (ZMoT) because it has the contextual information on the prospect. The team can prioritize good-fit leads and accounts. Your Messaging Identify any messaging gaps and create ideal, personalized, and precise messaging for your lead nurturing campaigns to increase engagement. Buyer intent data reveals your prospects’ interests and pain points, which you can capitalize on through your messaging. Your Ad Targeting Your ad campaigns can be more accurate thanks to B2B buyer intent data. They can target both known and unknown prospects who engage with your key topics with precise messaging. Your ABM Campaign In ABM marketing, B2B buyer intent data can tell you which of your target accounts are actively in the market looking for your product or services. It can also help you prioritize engagement and resource allocation and tailor messaging to address specific pain points that your target accounts are struggling with. Your Revenue The combined result of using buyer intent data tools is a spike in your revenue through lead nurturing campaign personalization, timely engagement, enhanced sales prioritization, and customer experience. How is B2B Buyer Intent Data Driving Revenue? For some time now, B2B buyer intent data has been a buzzword for B2B marketers because it is streamlining the conversion of marketing qualified leads (MQLs) to sales qualified leads (SQLs) through multi-channel targeted advertising. It helps them focus more on engaging prospects with buyer interest than on their size to predict the actions of prospects. It considerably shortens sales cycles and assists in demand orchestration when integrated with the sales funnel. Let us look at how B2B buyer intent data can benefit businesses: Understanding the Customers’ Pain Points and Demands Using TechTarget’s Priority Engine, a prospect-level intent data product, Zoom was able to solve three crucial challenges in their ABM marketing strategy: sorting their prospects, personalized messaging to engage these prospects, and the perfect time to get in touch with them. With the help of Priority Engine, Zoom’s sales representatives improved their efficiency and generated more qualified leads that were closer to conversion. Optimizing Sales and Marketing Approaches It is crucial to implement ABM marketing to build an enterprise pipeline. Tracking deal progression, account engagement, and sales and marketing alignment are important for any company to succeed. Dialpad, a cloud communications platform, leveraged Demandbase to optimize its sales and marketing approaches. The platform provided Dialpad with insights whenever a lead moved from marketing qualified to sales qualified, so its sales reps never missed an opportunity. In less than six months, Dialpad sales reps got 80% more MQLs for conversions, a 20% increase in target account penetration, and 15% more deals in the pipeline in a shorter timeline. Creating a Targeted Content Strategy and Web Personalization Companies can no longer rely only on search engine optimization while designing their content strategy. They need to focus on offering a solid customer experience through web personalization and targeted content that addresses the pain points of the customers through effective solutions. Dodge Data, a data analytics company, used buyer intent data from Triblio to create a content strategy, personalize their website, and execute targeted display advertising campaigns. Dodge Data re-engaged 30-40 visitors per day, approaching them right when they were warm, leading to more conversions than when they relied only on demand generation campaigns. Customer Retention Through Insights Post-sales experience is just as important for business growth as gaining new customers. With the help of Demandbase One, Equilar, a software and technology company, was able to retain their customers and serve them on time with the help of insights on product activity and engagement. The company received regular alerts on the accounts it was catering to so it could reach out to them and keep the existing clients happy. Efficient Lead Scoring & Pipeline Growth Pipeline growth is a criterion for success and synchronization between the sales and marketing departments, an important attribute of ABM. Buyer intent data helps business development representatives qualify prospects that show buyer intent so they can book meetings. Leoforce, an AI-based recruiting company, used buyer intent data from Slintel and saw a pipeline growth of 10%-20%. Enhancing ABM Strategy B2B buyer intent data enhances the ABM strategy by identifying key accounts ready to go in-market. If B2B companies do not have this data today, they will be far behind in the competition and won’t be able to monetize their ABM strategy. A great example of how a company can enhance its ABM strategy using B2B buyer intent data would be Arizent, a book and periodical publishing company that became a part of B2B buyer intent data provider Bombora’s Data Co-op. The company monetized its ABM strategy using the buyer intent data from Bombora by capitalizing on the accounts that showed purchase intent. Wrapping It Up By leveraging B2B buyer intent data, businesses can drive revenue through enhanced ABM strategy implementation, outstanding customer experience, and insights that can help them enhance their sales strategy and pipeline. FAQ How can buyer intent data providers help you increase your sales? Intent-based marketing can help you streamline your prospecting pipeline, focus your marketing effort on accounts that show buyer intent, and understand the pain points of customers. This can help you increase your sales pipeline. How can you enhance your ad campaigns using buyer intent data? Intent data can help you make your ad campaigns more granular because it allows you to capitalize on leads that show buyer intent signals. As a result, the ads will target buyers who are close to making a purchase decision. Who are some of the popular B2B buyer intent data providers? Some of the popular B2B buyer intent data providers are Bombora, Slintel, Demandbase, and ZoomInfo.

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Spotlight

NX Direct

Open since 2009, NX Direct is a leader in direct marketing and sales in Atlanta, Georgia! We have expanded into 3 new markets and have plans to expand to an additional 4 new markets over the course of 2017. Our firm partners with Fortune 500 companies focusing on increasing brand recognition and new account acquisition through retail-based channels. Companies choose to partner with us for a few reasons, one of the top being our commitment to excellence. Not only does NX Direct has proven to work systems and statistics that back up our ability to perform, we do so with the highest of integrity and values. Our team is professional and motivated to meet and exceed clients expectations.

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NICE Wins the Digital Innovation Award for Customer Experience Excellence

NICE, Ventana Research | July 06, 2022

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ZoomInfo Appoints Alison Gleeson to Board of Directors

ZoomInfo | July 05, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced the appointment of Alison Gleeson to its Board of Directors, effective July 1, 2022. She was previously the SVP of Americas at Cisco, where she led nearly 9,000 employees and was responsible for more than $25 billion in annual sales. “There are few people in the world with the go-to-market experience and expertise that Alison has,” said ZoomInfo Founder and CEO Henry Schuck. “There are few people in the world with the go-to-market experience and expertise that Alison has,” said ZoomInfo Founder and CEO Henry Schuck. “She has been successful at every level of the sales ladder – from hitting her number as a sales rep to running all of the Americas for Cisco. We expect to leverage her experience and knowledge to drive the next phase of growth for ZoomInfo.” Gleeson currently serves as a board member of publicly traded SaaS companies Elastic and 8x8, Inc. She has been honored with the Connected World’s Woman of IoT Award, Diversity Best Practices’ Above and Beyond Legacy Award, and the Michigan Council for Women in Technology’s Woman of the Year Award. Gleeson received a Bachelor of Arts in Marketing from Michigan State University, where she currently serves on the Advisory Board of Eli Broad College of Business. “I’m excited to join ZoomInfo’s board because I’ve long admired organizations that achieve immense success through a customer-focused approach,” said Gleeson, who joins seven other members on ZoomInfo’s board. “I’m a strong proponent of using innovation to find creative solutions that align to customers’ business drivers. ZoomInfo is at the forefront of innovation in the SaaS space, and I’m eager to help the company continue its rapid growth.” About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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ZoomInfo Partners with Sales Confidence to Empower Revenue Professionals Through Sales Solutions and Data Privacy Compliance

ZoomInfo | July 06, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced a strategic partnership with Sales Confidence, enabling revenue professionals in the U.K. and worldwide to benefit from ZoomInfo’s top sales solutions and data privacy compliance leadership. As a Sales Confidence Titanium Sponsor, ZoomInfo will make its inaugural appearance at SaaSGrowth2022, Europe’s top business-to-business sales, revenue, and marketing leadership conference, on Wednesday, July 6. The conference aims to expand networks and reimagine the world of sales with more than 1,500 revenue leaders from across Europe expected to attend. Three ZoomInfo leaders – Ryan Oosterveld, Head of New Business in EMEA; Nadeem Khan, Head of R&G in EMEA; and Ali Syed, Head of Enterprise Growth in EMEA – will share their thought leadership as featured speakers at the conference. They will discuss approaches to build scalable, successful sales processes, techniques to succeed when building a winning sales culture, and the importance of diversity and inclusion in sales. “We are thrilled to partner with Sales Confidence and share our vision to elevate sales professionals and equip them to increase revenue,” said Ray Mariano, Senior Vice President of International Revenue at ZoomInfo. “We continue to make investments in Europe, as we expand that market with the best data, tools, insights, and technology in an integrated platform to help drive an efficient go-to-market motion.” “I'm excited to have Zoominfo support the Sales Confidence community,” said Sales Confidence Founder and CEO James Ski. “I'm excited to have Zoominfo support the Sales Confidence community,” said Sales Confidence Founder and CEO James Ski. “As the world leader in modern go-to-market software, data, and intelligence they are perfectly equipped to advise, inspire, and support our global community of revenue leaders to drive growth.” In addition, Sales Confidence’s extensive global network of sales and marketing leaders and professionals will enable ZoomInfo to expand its product and data offerings to align with the demands of its present and future European customers. This partnership also opens the door for ZoomInfo to leverage its privacy and compliance leadership by educating sales and marketing teams on evolving privacy regulations around the world, such as GDPR in Europe. ZoomInfo has emphasized its commitment to expansion in Europe this year. In addition to opening its first office in London and building the staff to more than three dozen, ZoomInfo has increased its investment in data quality, added millions of professional profiles to its platform, and hired its first Chief Compliance Officer, Simon McDougall, who formerly served as Deputy Commissioner for the Information Commissioner’s Office. About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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NICE Wins the Digital Innovation Award for Customer Experience Excellence

NICE, Ventana Research | July 06, 2022

NICE (Nasdaq: NICE) today announced NICE CXone has won for Customer Experience excellence in the 15th Annual Ventana Research Digital Innovation Awards. The Digital Innovation Awards highlight technology providers that exemplify innovation and strive to create solutions that improve people, processes, information, and technology. CXone is designed to create seamless digital customer experiences, addressing the full CXi landscape. With the unique capability to understand customer intent and optimal experiences with Enlighten XO, and inject knowledge across the customer journey, CXone allows organizations to build smart assistants with a data-driven approach and not based on guesswork. As part of the judging process and methodology, Ventana Research examined case studies and submissions to evaluate nominated organizations’ leadership and outcomes using technology, the best practices it utilized, and the associated business impact and value. All types of organizations were invited to participate, and submissions spanned industries and organizations of all sizes across the world. Paul Jarman, CEO, NICE CXone, stated, “Providing frictionless digital experiences is at the core of our innovation and we are honored to be recognized by Ventana Research. With our unique data and AI capabilities, our digital portfolio takes the guesswork out of the bot building process and is the only way to create the smart self-service experience that consumers demand. “NICE is tackling the limitations of building chatbots head-on, by applying AI at scale to engineer better recognition and accuracy,” said Keith Dawson, Vice President and Research Director for CX at Ventana Research. “NICE is tackling the limitations of building chatbots head-on, by applying AI at scale to engineer better recognition and accuracy,” said Keith Dawson, Vice President and Research Director for CX at Ventana Research. “CXone is an example of innovation made real, in the service of smoother and more successful customer experiences.” About NICE With NICE (Nasdaq: NICE), it’s never been easier for organizations of all sizes around the globe to create extraordinary customer experiences while meeting key business metrics. Featuring the world’s #1 cloud native customer experience platform, CXone, NICE is a worldwide leader in AI-powered self-service and agent-assisted CX software for the contact center – and beyond. Over 25,000 organizations in more than 150 countries, including over 85 of the Fortune 100 companies, partner with NICE to transform - and elevate - every customer interaction. www.nice.com About Ventana Research Ventana Research is the most authoritative and respected market research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk. Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research’s insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook, and LinkedIn. To learn how Ventana Research advances the maturity of organizations’ use of information and technology through benchmark research, education and advisory services, visit www.ventanaresearch.com

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ZoomInfo Appoints Alison Gleeson to Board of Directors

ZoomInfo | July 05, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced the appointment of Alison Gleeson to its Board of Directors, effective July 1, 2022. She was previously the SVP of Americas at Cisco, where she led nearly 9,000 employees and was responsible for more than $25 billion in annual sales. “There are few people in the world with the go-to-market experience and expertise that Alison has,” said ZoomInfo Founder and CEO Henry Schuck. “There are few people in the world with the go-to-market experience and expertise that Alison has,” said ZoomInfo Founder and CEO Henry Schuck. “She has been successful at every level of the sales ladder – from hitting her number as a sales rep to running all of the Americas for Cisco. We expect to leverage her experience and knowledge to drive the next phase of growth for ZoomInfo.” Gleeson currently serves as a board member of publicly traded SaaS companies Elastic and 8x8, Inc. She has been honored with the Connected World’s Woman of IoT Award, Diversity Best Practices’ Above and Beyond Legacy Award, and the Michigan Council for Women in Technology’s Woman of the Year Award. Gleeson received a Bachelor of Arts in Marketing from Michigan State University, where she currently serves on the Advisory Board of Eli Broad College of Business. “I’m excited to join ZoomInfo’s board because I’ve long admired organizations that achieve immense success through a customer-focused approach,” said Gleeson, who joins seven other members on ZoomInfo’s board. “I’m a strong proponent of using innovation to find creative solutions that align to customers’ business drivers. ZoomInfo is at the forefront of innovation in the SaaS space, and I’m eager to help the company continue its rapid growth.” About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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ZoomInfo Partners with Sales Confidence to Empower Revenue Professionals Through Sales Solutions and Data Privacy Compliance

ZoomInfo | July 06, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced a strategic partnership with Sales Confidence, enabling revenue professionals in the U.K. and worldwide to benefit from ZoomInfo’s top sales solutions and data privacy compliance leadership. As a Sales Confidence Titanium Sponsor, ZoomInfo will make its inaugural appearance at SaaSGrowth2022, Europe’s top business-to-business sales, revenue, and marketing leadership conference, on Wednesday, July 6. The conference aims to expand networks and reimagine the world of sales with more than 1,500 revenue leaders from across Europe expected to attend. Three ZoomInfo leaders – Ryan Oosterveld, Head of New Business in EMEA; Nadeem Khan, Head of R&G in EMEA; and Ali Syed, Head of Enterprise Growth in EMEA – will share their thought leadership as featured speakers at the conference. They will discuss approaches to build scalable, successful sales processes, techniques to succeed when building a winning sales culture, and the importance of diversity and inclusion in sales. “We are thrilled to partner with Sales Confidence and share our vision to elevate sales professionals and equip them to increase revenue,” said Ray Mariano, Senior Vice President of International Revenue at ZoomInfo. “We continue to make investments in Europe, as we expand that market with the best data, tools, insights, and technology in an integrated platform to help drive an efficient go-to-market motion.” “I'm excited to have Zoominfo support the Sales Confidence community,” said Sales Confidence Founder and CEO James Ski. “I'm excited to have Zoominfo support the Sales Confidence community,” said Sales Confidence Founder and CEO James Ski. “As the world leader in modern go-to-market software, data, and intelligence they are perfectly equipped to advise, inspire, and support our global community of revenue leaders to drive growth.” In addition, Sales Confidence’s extensive global network of sales and marketing leaders and professionals will enable ZoomInfo to expand its product and data offerings to align with the demands of its present and future European customers. This partnership also opens the door for ZoomInfo to leverage its privacy and compliance leadership by educating sales and marketing teams on evolving privacy regulations around the world, such as GDPR in Europe. ZoomInfo has emphasized its commitment to expansion in Europe this year. In addition to opening its first office in London and building the staff to more than three dozen, ZoomInfo has increased its investment in data quality, added millions of professional profiles to its platform, and hired its first Chief Compliance Officer, Simon McDougall, who formerly served as Deputy Commissioner for the Information Commissioner’s Office. About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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