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What Makes a Good ABM Marketer?

One of the highest-leveraged activities you can do to build your ABM program and ensure success is hiring the right person to lead your ABM efforts. But the challenge is the ABM marketer is a relatively new role – how do you know what to look for? I’ve written about my thoughts on how to hire an ABM leader, but I wanted to sit down with a true OG of ABM to get his thoughts. Few (if any) know more about the topic than Rob Leavitt, Senior VP at ITSMA. Rob gives his advice for hiring this important role.

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Go Dish

Go Dish is a mobile app that solves the age-old problem of where and what to eat while helping restaurants increase profit with demand-based variable pricing and market segmentation by willingness to pay. Go Dish is based in San Francisco, California...

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Account Based Analytics

Buying-Group Marketing: Why is it Gaining Traction?

Article | August 3, 2022

Selling more and selling faster is the goal that drives B2B marketers. Strategically implementing account-based marketing (ABM) to target individuals with hyper-personalized messaging across different channels is what helps them achieve it. But what is Buying Group Marketing (BGM), and why do B2B marketers need to keep up with it? Buying-Group Marketing (BGM): Taking ABM up a notch by focusing on an entire buyer group instead of the account as a whole, it’s called buying-group marketing (BGM). According to a recent Forrester survey, 94% of B2B organizations sell to groups of three or more. They do this instead of spending time identifying a set of ICPs and making a purchase decision. Let us take a look at what BGM is all about. Buying Group Marketing: The Next Evolution of ABM To implement BGM, you first need to understand what buying groups are. A purchasing group is a group of people within a target account who have a say in the purchasing decision. This makes them crucial in B2B targeting. Once B2B marketers learn about their target personas, they can come up with an effective marketing plan and approach them strategically. In large enterprises, purchase decisions are never restricted to one individual. The larger the purchase decision, the larger the size of the buying groups. When a decision involves new technologies, services, or products, an individual struggle to make a purchase decision swiftly. According to Gartner, more than 75% of customers describe these purchases as very complex or difficult. With the help of BGM, the decision-making process can be streamlined and shared among multiple people within an organization. Driving Success with BGM To better execute BGM, organizations need to change their mindsets, processes and technologies and work to understand how buying groups work together. Until demand management matches the ways buyers are making purchasing decisions, marketing and sales alignment will not be possible. Organizations need to first understand how buying groups work together, then align their mindsets, technologies, and processes to efficiently execute BGM. When the marketing and sales teams align their demand management goals with the decision-making groups, only then can they drive success in their campaigns. Interest from more than one person from a single company can lead to more success and influence in the buying phase. B2B marketers need to move beyond the idea that only the first person to respond from a company should be entertained as a lead if a second person from the same company shows interest in their product or services. They need to understand that no matter how tempting account-based advertising may seem, it doesn’t guarantee success. They should focus on engaging the actual decision-makers of their target accounts. When customer personas are mapped according to their buying roles within a group, organizations will have the much-needed intelligence required to make personalized sales. The success of BGM demands the delivery of content that resonates with an individual as per their role in a buying group. B2B marketers must meet them where they are with the content that they need. Organizations can have crucial intelligence on their customers after mapping their personas and considering their roles in the buyer groups. Delivering content that the target individual can relate to is a prerequisite of BGM. BGM may not be new as a concept, but B2B marketers see improvements in their performance by harnessing it as their principal strategy. Adapting to BGM will give them the edge that they seek, while the rest try to keep up with the changing trends of the ABM industry. ________________________________________

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Buyer Intent Data

B2B Ads: Optimize Your Campaign with these 5 Steps

Article | June 20, 2023

Some companies are wasting a significant portion of their B2B advertising dollars because they lack the audience insights of larger, more seasoned B2B firms. Some are still using outdated strategies while understanding the nuances of digital marketing. Check out these five steps to optimize your B2B ad campaigns: Survey the Audience to Determine Brand Preferences Regularly survey your audience to see how open they are about confessing their brand preferences and ad campaign responses. In one of Forrester’s surveys, 91% of B2B buyers said they became aware of a previously unknown company due to advertising. Make Behavior Insights the Prime Metric Most B2B buyers may respond to the ads without clicking on them, so their behavior insights are crucial to know their response to the campaign. According to a Forrester report, 92% of buyers searched for the company featured in an ad, and 86% visited the advertised website without clicking on the ad. Base Ad Creative & Copy on Ad Preferences B2B buyers prefer ads relevant to their needs and interests. Irrelevant ads without any personalization can waste your ad budget. “Avoid promoting too much gated content and opt for higher-value advertising creative to reduce waste if form-fill efficacy is too low,”says John Arnold, Forrester Principal Analyst. Identify Preferred Media and Channels for Effective Outreach Marketers like you should go beyond using Google Search and LinkedIn for your outreach. Map your omnichannel approach to ensure maximum exposure across channels to get maximum impressions. Doing this can help you distribute your costs over multiple modalities. Access Media Time Spent to Allocate Ad Budget Track media time spent on the B2B buyer level and target buyers who spend media time on B2B products or services. Instead of spending money on account-based marketing vendors and having them figure out everything for you, be thoughtful about where you want to place your ads. Conclusion: Don’t Wait for Buying Cycles to Develop for Your Ads to Work B2B buyers need to develop a stronger preference for your company or solution through your ads to enter your sales funnel. So, invest in ads and get them placed where they can get you the response and conversions you expect.

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Buyer Intent Data

How Predictive Analytics Contributes to Pipeline and Revenue Growth

Article | October 7, 2022

For B2B marketers like you, wouldn’t it be great to know which buyers are ready to purchase and when? It would be, but this doesn’t generally happen. Marketing and sales teams across businesses spend their time trying to find the perfect prospects instead of focusing on selling to the accounts that actually want to buy. What Goes into Prospecting? Prospecting is an entire process that is not only time-consuming but might not lead to anything worthwhile. Common steps involved in prospecting include: Finding accounts that fit your target account profile Zeroing in on the point of contact to get in touch with the account Creating messaging to influence prospect’s buying decision Wait for the prospect to answer calls It is no wonder that prospecting is the most difficult part of sales. According to research by Sales Insights Lab, 50% of the prospects you go after aren’t a good fit for your product. To add to the mix, sorting through incomplete forms, questionnaires, anonymous web visits, and event attendee lists is backbreaking work. Predictive Analytics: Pipeline Growth and Revenue Covered ABM relies heavily on high-quality data management and analysis. It is based on quality and, not quantity. It can succeed only if the prospect account’s data like management hierarchy, business practices, pain points, requirements, etc. is interpreted, analyzed and utilized properly. This is where predictive analytics comes in. A predictive analytics model looks at how different parts of an account relate to each other and ranks them. A large amount of data can be successfully interpreted this way. Data mining, statistics, and text analytics uncover different patterns and relationships to give insights into an account’s behavior and outcomes based on data. A Predictive Analytics Model Boosts Your ABM Strategy Here is how predictive analytics can boost your ABM strategy: Prioritizing Accounts Based on Rating Marketing representatives need to approach prospects at the right time to capture expected revenue. Predictive analytics gives real-time data, forecasts into when to approach a prospect to get the conversion. With deep data insights, predictive analytics optimizes ABM and the allocated marketing budget. Personalized Messaging Personalized messaging is possible only when the data at hand goes beyond account intelligence-based numbers. Predictive analytics goes a step ahead, forecasts buyer behavior and gives marketers a tool to create content that appeals to every individual in the prospect account’s buying group and leads to conversion. Objective Scoring As accounts near the end of the sales funnel, predictive analytics forecasts the best time for sales overview, so risks like data deletion are bypassed. Getting Ready to Adopt Predictive Analytics To adopt predictive analytics in your ABM strategy, you need to follow these steps: Create an ABM-centric organization where content marketers apply ABM Marketing and sales teams need to understand predictive insights and its implementation in ABM Align your marketing and sales teams Decision makers understand predictive insights and how they are used at the grass-root level Wrapping It Up! Focus your investments on an intent data set based on predictive analytics and AI learning to make the most of the high-quality data insights without worrying about underlying technologies.

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Core ABM

How 6sense’s Embedded CDP Creates Immediate Wins

Article | June 6, 2022

Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams. When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up. Why? A winning ABX strategy will leverage an AI-powered customer data platform (CDP) that has an existing database of critical information such as: What your ideal customer profile (ICP) looks like Accounts you might not know about that are in-market and ready-to-buy The websites, keywords, and topics your buyers research most The signals your buyers give off when they’re ready to buy When you leverage this historical data, it’s like flipping on a spotlight on your most important accounts and everything they’re doing. Let’s look at why a CDP is so important for an ABX strategy and how you can switch your thinking from, “When will I start seeing ROI?” to “How will I capitalize on all of these opportunities?” How CDPs Bolster Your ABX Strategy Pursuing an ABX strategy means fine-tuning your revenue activities (marketing, sales, operations) to target very specific accounts. The critical data you need about those accounts comes from your CDP, which houses all of the interactions you have with your prospects and customers. That information includes: Web pages they visit Webinars they attend Content they download Calls they have with your sales team The CDP ingests all of that data and starts to learn what your typical buyer looks like, the patterns they follow, and what signals they give off when they’re ready to buy. Over time, and with enough data from your interactions, this information becomes very powerful and enables your teams to start honing their strategies. All of your revenue activities become more efficient because you’re reaching the right buyer at the right time. There’s a problem with traditional standalone CDPs, however. They can’t look backwards. They can only begin collecting data once implemented, and therefore take some time to start uncovering patterns and delivering results. But what if you could unlock the CDP-version of a flying DeLorean that empowers you travel into the past and unlock those missing puzzle pieces — without waiting for your CDP to ingest enough data? Win Fast with a CDP Full of Critical Data The key to unlocking fast wins for your ABX strategy is to utilize a CDP with historical first-party and third-party data. Your buyers have searched keywords related to your offerings, attended industry events, and read third-party review sites long before you implement a stand-alone CDP. Why should you have to wait for the platform to catch up and uncover those insights that are hiding in plain sight? 6sense’s embedded CDP grants you instant access to all of the historical data that our AI-powered platform has collected for years. Previously anonymous accounts that have been researching topics that match your offerings A detailed ICP based on real, historical data Insights into which of your prospects are actually in-market and ready-to-buy Clear evidence on which accounts and buyers should be prioritized We call uncovering this information lighting up the Dark Funnel™. When you shine a light on your Dark Funnel™ your teams can immediately start reaping the benefits. It won’t take months or even weeks to get your first wins — within days you can see a positive impact on your pipeline. Your sales team will get leaner and meaner. No need to spend hours trawling through LinkedIn to find the one uncovered gem of a prospect. As soon as you leverage an embedded CDP loaded with historical data, you’ll discover exactly who your next target should be. Your inside sales team can focus on personalizing outreach, not figuring out who to talk to. Your marketing team will begin improving their engagement numbers without increasing their spend. When a Director of Sales at “Ready-to-Buy Corporation” has been performing some under-the-radar research, the marketing team will receive an alert and can start targeting that person with ads that address their specific pain points. Software development company PTC is a good example. It has used 6sense to uncover more than 1,500 net new high-intent accounts that have generated $18 million in pipeline. “With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging,” says Brenda Souto, High Velocity Sales Manager at PTC. Conclusion Traditional standalone CDPs help you capture the interactions you have with your prospects and customers. All of this data is very useful to build a focused and efficient ABX strategy. But, a standalone CDP lacks historical data and trends — meaning it can take longer to see wins and ROI. An embedded CDP with a treasure trove of previous interactions, buying signals, and trend data can instantly prioritize your target accounts. Within days your teams will know much more about your buyers and how to target them with the right message at the right time.

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Account Based Analytics

Lost in translation: The problem with inconsistent language in marketing

Article | August 3, 2022

Selling more and selling faster is the goal that drives B2B marketers. Strategically implementing account-based marketing (ABM) to target individuals with hyper-personalized messaging across different channels is what helps them achieve it. But what is Buying Group Marketing (BGM), and why do B2B marketers need to keep up with it? Buying-Group Marketing (BGM): Taking ABM up a notch by focusing on an entire buyer group instead of the account as a whole, it’s called buying-group marketing (BGM). According to a recent Forrester survey, 94% of B2B organizations sell to groups of three or more. They do this instead of spending time identifying a set of ICPs and making a purchase decision. Let us take a look at what BGM is all about. Buying Group Marketing: The Next Evolution of ABM To implement BGM, you first need to understand what buying groups are. A purchasing group is a group of people within a target account who have a say in the purchasing decision. This makes them crucial in B2B targeting. Once B2B marketers learn about their target personas, they can come up with an effective marketing plan and approach them strategically. In large enterprises, purchase decisions are never restricted to one individual. The larger the purchase decision, the larger the size of the buying groups. When a decision involves new technologies, services, or products, an individual struggle to make a purchase decision swiftly. According to Gartner, more than 75% of customers describe these purchases as very complex or difficult. With the help of BGM, the decision-making process can be streamlined and shared among multiple people within an organization. Driving Success with BGM To better execute BGM, organizations need to change their mindsets, processes and technologies and work to understand how buying groups work together. Until demand management matches the ways buyers are making purchasing decisions, marketing and sales alignment will not be possible. Organizations need to first understand how buying groups work together, then align their mindsets, technologies, and processes to efficiently execute BGM. When the marketing and sales teams align their demand management goals with the decision-making groups, only then can they drive success in their campaigns. Interest from more than one person from a single company can lead to more success and influence in the buying phase. B2B marketers need to move beyond the idea that only the first person to respond from a company should be entertained as a lead if a second person from the same company shows interest in their product or services. They need to understand that no matter how tempting account-based advertising may seem, it doesn’t guarantee success. They should focus on engaging the actual decision-makers of their target accounts. When customer personas are mapped according to their buying roles within a group, organizations will have the much-needed intelligence required to make personalized sales. The success of BGM demands the delivery of content that resonates with an individual as per their role in a buying group. B2B marketers must meet them where they are with the content that they need. Organizations can have crucial intelligence on their customers after mapping their personas and considering their roles in the buyer groups. Delivering content that the target individual can relate to is a prerequisite of BGM. BGM may not be new as a concept, but B2B marketers see improvements in their performance by harnessing it as their principal strategy. Adapting to BGM will give them the edge that they seek, while the rest try to keep up with the changing trends of the ABM industry. ________________________________________

Read More
Buyer Intent Data

Boosting Marketing Acumen: Top 7 Buyer Intent Data Books for 2023

Article | June 20, 2023

Some companies are wasting a significant portion of their B2B advertising dollars because they lack the audience insights of larger, more seasoned B2B firms. Some are still using outdated strategies while understanding the nuances of digital marketing. Check out these five steps to optimize your B2B ad campaigns: Survey the Audience to Determine Brand Preferences Regularly survey your audience to see how open they are about confessing their brand preferences and ad campaign responses. In one of Forrester’s surveys, 91% of B2B buyers said they became aware of a previously unknown company due to advertising. Make Behavior Insights the Prime Metric Most B2B buyers may respond to the ads without clicking on them, so their behavior insights are crucial to know their response to the campaign. According to a Forrester report, 92% of buyers searched for the company featured in an ad, and 86% visited the advertised website without clicking on the ad. Base Ad Creative & Copy on Ad Preferences B2B buyers prefer ads relevant to their needs and interests. Irrelevant ads without any personalization can waste your ad budget. “Avoid promoting too much gated content and opt for higher-value advertising creative to reduce waste if form-fill efficacy is too low,”says John Arnold, Forrester Principal Analyst. Identify Preferred Media and Channels for Effective Outreach Marketers like you should go beyond using Google Search and LinkedIn for your outreach. Map your omnichannel approach to ensure maximum exposure across channels to get maximum impressions. Doing this can help you distribute your costs over multiple modalities. Access Media Time Spent to Allocate Ad Budget Track media time spent on the B2B buyer level and target buyers who spend media time on B2B products or services. Instead of spending money on account-based marketing vendors and having them figure out everything for you, be thoughtful about where you want to place your ads. Conclusion: Don’t Wait for Buying Cycles to Develop for Your Ads to Work B2B buyers need to develop a stronger preference for your company or solution through your ads to enter your sales funnel. So, invest in ads and get them placed where they can get you the response and conversions you expect.

Read More
Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

For B2B marketers like you, wouldn’t it be great to know which buyers are ready to purchase and when? It would be, but this doesn’t generally happen. Marketing and sales teams across businesses spend their time trying to find the perfect prospects instead of focusing on selling to the accounts that actually want to buy. What Goes into Prospecting? Prospecting is an entire process that is not only time-consuming but might not lead to anything worthwhile. Common steps involved in prospecting include: Finding accounts that fit your target account profile Zeroing in on the point of contact to get in touch with the account Creating messaging to influence prospect’s buying decision Wait for the prospect to answer calls It is no wonder that prospecting is the most difficult part of sales. According to research by Sales Insights Lab, 50% of the prospects you go after aren’t a good fit for your product. To add to the mix, sorting through incomplete forms, questionnaires, anonymous web visits, and event attendee lists is backbreaking work. Predictive Analytics: Pipeline Growth and Revenue Covered ABM relies heavily on high-quality data management and analysis. It is based on quality and, not quantity. It can succeed only if the prospect account’s data like management hierarchy, business practices, pain points, requirements, etc. is interpreted, analyzed and utilized properly. This is where predictive analytics comes in. A predictive analytics model looks at how different parts of an account relate to each other and ranks them. A large amount of data can be successfully interpreted this way. Data mining, statistics, and text analytics uncover different patterns and relationships to give insights into an account’s behavior and outcomes based on data. A Predictive Analytics Model Boosts Your ABM Strategy Here is how predictive analytics can boost your ABM strategy: Prioritizing Accounts Based on Rating Marketing representatives need to approach prospects at the right time to capture expected revenue. Predictive analytics gives real-time data, forecasts into when to approach a prospect to get the conversion. With deep data insights, predictive analytics optimizes ABM and the allocated marketing budget. Personalized Messaging Personalized messaging is possible only when the data at hand goes beyond account intelligence-based numbers. Predictive analytics goes a step ahead, forecasts buyer behavior and gives marketers a tool to create content that appeals to every individual in the prospect account’s buying group and leads to conversion. Objective Scoring As accounts near the end of the sales funnel, predictive analytics forecasts the best time for sales overview, so risks like data deletion are bypassed. Getting Ready to Adopt Predictive Analytics To adopt predictive analytics in your ABM strategy, you need to follow these steps: Create an ABM-centric organization where content marketers apply ABM Marketing and sales teams need to understand predictive insights and its implementation in ABM Align your marketing and sales teams Decision makers understand predictive insights and how they are used at the grass-root level Wrapping It Up! Focus your investments on an intent data set based on predictive analytics and AI learning to make the most of the high-quality data insights without worrying about underlying technologies.

Read More
Core ABM

How 6sense’s Embedded CDP Creates Immediate Wins

Article | June 6, 2022

Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams. When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up. Why? A winning ABX strategy will leverage an AI-powered customer data platform (CDP) that has an existing database of critical information such as: What your ideal customer profile (ICP) looks like Accounts you might not know about that are in-market and ready-to-buy The websites, keywords, and topics your buyers research most The signals your buyers give off when they’re ready to buy When you leverage this historical data, it’s like flipping on a spotlight on your most important accounts and everything they’re doing. Let’s look at why a CDP is so important for an ABX strategy and how you can switch your thinking from, “When will I start seeing ROI?” to “How will I capitalize on all of these opportunities?” How CDPs Bolster Your ABX Strategy Pursuing an ABX strategy means fine-tuning your revenue activities (marketing, sales, operations) to target very specific accounts. The critical data you need about those accounts comes from your CDP, which houses all of the interactions you have with your prospects and customers. That information includes: Web pages they visit Webinars they attend Content they download Calls they have with your sales team The CDP ingests all of that data and starts to learn what your typical buyer looks like, the patterns they follow, and what signals they give off when they’re ready to buy. Over time, and with enough data from your interactions, this information becomes very powerful and enables your teams to start honing their strategies. All of your revenue activities become more efficient because you’re reaching the right buyer at the right time. There’s a problem with traditional standalone CDPs, however. They can’t look backwards. They can only begin collecting data once implemented, and therefore take some time to start uncovering patterns and delivering results. But what if you could unlock the CDP-version of a flying DeLorean that empowers you travel into the past and unlock those missing puzzle pieces — without waiting for your CDP to ingest enough data? Win Fast with a CDP Full of Critical Data The key to unlocking fast wins for your ABX strategy is to utilize a CDP with historical first-party and third-party data. Your buyers have searched keywords related to your offerings, attended industry events, and read third-party review sites long before you implement a stand-alone CDP. Why should you have to wait for the platform to catch up and uncover those insights that are hiding in plain sight? 6sense’s embedded CDP grants you instant access to all of the historical data that our AI-powered platform has collected for years. Previously anonymous accounts that have been researching topics that match your offerings A detailed ICP based on real, historical data Insights into which of your prospects are actually in-market and ready-to-buy Clear evidence on which accounts and buyers should be prioritized We call uncovering this information lighting up the Dark Funnel™. When you shine a light on your Dark Funnel™ your teams can immediately start reaping the benefits. It won’t take months or even weeks to get your first wins — within days you can see a positive impact on your pipeline. Your sales team will get leaner and meaner. No need to spend hours trawling through LinkedIn to find the one uncovered gem of a prospect. As soon as you leverage an embedded CDP loaded with historical data, you’ll discover exactly who your next target should be. Your inside sales team can focus on personalizing outreach, not figuring out who to talk to. Your marketing team will begin improving their engagement numbers without increasing their spend. When a Director of Sales at “Ready-to-Buy Corporation” has been performing some under-the-radar research, the marketing team will receive an alert and can start targeting that person with ads that address their specific pain points. Software development company PTC is a good example. It has used 6sense to uncover more than 1,500 net new high-intent accounts that have generated $18 million in pipeline. “With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging,” says Brenda Souto, High Velocity Sales Manager at PTC. Conclusion Traditional standalone CDPs help you capture the interactions you have with your prospects and customers. All of this data is very useful to build a focused and efficient ABX strategy. But, a standalone CDP lacks historical data and trends — meaning it can take longer to see wins and ROI. An embedded CDP with a treasure trove of previous interactions, buying signals, and trend data can instantly prioritize your target accounts. Within days your teams will know much more about your buyers and how to target them with the right message at the right time.

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Spotlight

Go Dish

Go Dish is a mobile app that solves the age-old problem of where and what to eat while helping restaurants increase profit with demand-based variable pricing and market segmentation by willingness to pay. Go Dish is based in San Francisco, California...

Related News

Account Based Data

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

GlobeNewswire | January 10, 2024

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

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ABM Accounts

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

GlobeNewswire | January 09, 2024

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

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Buyer Intent Data

RollWorks Receives Leadership Badges for Best Estimated ROI and Best Results in Retargeting in G2's Fall Grid Report, Only ABM Vendor in Each Cate

PR Newswire | November 01, 2023

Account-based platform RollWorks, a division of NextRoll, today announced that in the G2 Fall 2023 Grid Report, it received 52 Leader badges and was ranked number one in 18 reports, up from 16 in the Summer 2023 report. RollWorks is the only ABM vendor to receive badges for Best Estimated ROI and Best Results in Retargeting for Enterprise-Account Data Management - an impressive addition to the already well-rounded badges received in this quarter's G2 report. RollWorks also maintained its leadership position in grid reports for Account-Based Advertising, Buyer Intent, Account Data Management and Account-Based Orchestration. This is further proof that RollWorks is truly designed for impact – creating easy-to-use products that offer unmatched data and knowledge of buyers and generate ROI. Additional areas of leadership recognition in the report were: Design for Impact Easiest Admin Easiest Setup Easiest Use Best Relationship MostImplementable Data Depth: Account-Based Analytics Buyer Intent Data Tools Marketing Account Intelligence Connected Ecosystem Cross-Channel Advertising Display Advertising Retargeting Segment Leadership Social Media Advertising RollWorks has been consistently named a Leader by G2 over the last several years and has seen an uptick in industry recognition. In fact, RollWorks has received 415 G2 reviews, which has more than doubled year-over-year. This report is RollWorks best showing to date, with 307 reports and 101 badges for the company. As the only ABM vendor to be recognized for estimated ROI and retargeting, customers of RollWorks typically experience a 15% lift in revenue, as well as a 16% boost in opportunities created and a 20% increase in lead conversions, all within just six months of partnership. We are incredibly excited and honored to receive so many Leader badges in this G2 Report and are thrilled that each quarter continues to surpass the one before it, said Jodi Cerretani, VP of Revenue Marketing at RollWorks. We wouldn't be where we are without our customers and we are endlessly grateful for their trust in our work and their positive feedback on the services we provide to them. Our goal is always to be best-in-class and this quarter's G2 Report proves we are achieving that. G2 Grid Reports are released quarterly and rank products based on reviews gathered from its community, as well as data aggregated from online sources and social networks. The company's impeccable reviews and customer satisfaction is fueled by a continued focus on improving tools for customers and providing necessary innovation for ease of use. In fact, RollWorks released Hot Contacts, an entirely new category of sales-ready leads based on fit, intent and engagement. With its unmatched understanding of customers and buyers and its activation of insights and data, RollWorks stands among its competitors and this quarter's G2 Report proves that. Comments from recent reviews of RollWorks on G2: "Rollworks is helping us solve our overall ABM reporting. The data that Rollworks can provide to our teams allows them to see exactly where accounts are in their journey cycle and when to strike."– Small Business professional "I have spent time in multiple ABM platforms but have foundRollWorks to be such an intuitive, easy-to-use platform for every use case we've implemented. RW offers best-in-class integrations, a plethora of data, and may have the most comprehensive segment builder I've ever worked with." –Mid-Market professional "Rollworks provides us with invaluable intent data at both the contact and account level. Aside from the obvious use case of advertising, these additional features are monumental for us!"– Mid-Market professional About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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Account Based Data

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

GlobeNewswire | January 10, 2024

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

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ABM Accounts

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

GlobeNewswire | January 09, 2024

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

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Buyer Intent Data

RollWorks Receives Leadership Badges for Best Estimated ROI and Best Results in Retargeting in G2's Fall Grid Report, Only ABM Vendor in Each Cate

PR Newswire | November 01, 2023

Account-based platform RollWorks, a division of NextRoll, today announced that in the G2 Fall 2023 Grid Report, it received 52 Leader badges and was ranked number one in 18 reports, up from 16 in the Summer 2023 report. RollWorks is the only ABM vendor to receive badges for Best Estimated ROI and Best Results in Retargeting for Enterprise-Account Data Management - an impressive addition to the already well-rounded badges received in this quarter's G2 report. RollWorks also maintained its leadership position in grid reports for Account-Based Advertising, Buyer Intent, Account Data Management and Account-Based Orchestration. This is further proof that RollWorks is truly designed for impact – creating easy-to-use products that offer unmatched data and knowledge of buyers and generate ROI. Additional areas of leadership recognition in the report were: Design for Impact Easiest Admin Easiest Setup Easiest Use Best Relationship MostImplementable Data Depth: Account-Based Analytics Buyer Intent Data Tools Marketing Account Intelligence Connected Ecosystem Cross-Channel Advertising Display Advertising Retargeting Segment Leadership Social Media Advertising RollWorks has been consistently named a Leader by G2 over the last several years and has seen an uptick in industry recognition. In fact, RollWorks has received 415 G2 reviews, which has more than doubled year-over-year. This report is RollWorks best showing to date, with 307 reports and 101 badges for the company. As the only ABM vendor to be recognized for estimated ROI and retargeting, customers of RollWorks typically experience a 15% lift in revenue, as well as a 16% boost in opportunities created and a 20% increase in lead conversions, all within just six months of partnership. We are incredibly excited and honored to receive so many Leader badges in this G2 Report and are thrilled that each quarter continues to surpass the one before it, said Jodi Cerretani, VP of Revenue Marketing at RollWorks. We wouldn't be where we are without our customers and we are endlessly grateful for their trust in our work and their positive feedback on the services we provide to them. Our goal is always to be best-in-class and this quarter's G2 Report proves we are achieving that. G2 Grid Reports are released quarterly and rank products based on reviews gathered from its community, as well as data aggregated from online sources and social networks. The company's impeccable reviews and customer satisfaction is fueled by a continued focus on improving tools for customers and providing necessary innovation for ease of use. In fact, RollWorks released Hot Contacts, an entirely new category of sales-ready leads based on fit, intent and engagement. With its unmatched understanding of customers and buyers and its activation of insights and data, RollWorks stands among its competitors and this quarter's G2 Report proves that. Comments from recent reviews of RollWorks on G2: "Rollworks is helping us solve our overall ABM reporting. The data that Rollworks can provide to our teams allows them to see exactly where accounts are in their journey cycle and when to strike."– Small Business professional "I have spent time in multiple ABM platforms but have foundRollWorks to be such an intuitive, easy-to-use platform for every use case we've implemented. RW offers best-in-class integrations, a plethora of data, and may have the most comprehensive segment builder I've ever worked with." –Mid-Market professional "Rollworks provides us with invaluable intent data at both the contact and account level. Aside from the obvious use case of advertising, these additional features are monumental for us!"– Mid-Market professional About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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Events