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What’s the difference between strategic ABM and ABM Lite

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“Account based marketing helps you win bigger deals and transform customer relationships by treating each enterprise account as a ‘market of one’.” That’s how we at Momentum defined ABM in a recently published whitepaper. Following this approach, ABM is about people not personas, accounts not markets. It is, by definition, highly targeted and shifts the focus from the broadcast marketing of ‘Let me tell you why I’m great’ to the relationship marketing of ‘Let me explain how I can help solve your problems’. If this sounds like a working definition of strategic ABM – or at least some of its attributes – well, that’s because it is. But where does it leave ABM Lite, an approach that targets multiple accounts not individual accounts, personas not individuals? If strategic ABM is one-to-one then ABM Lite is one-to-a-few or one-to-even-more-than-a-few.

Spotlight

ProSpex

ProSpex is creatief specialist in b2b-leadgeneratie. Wij geloven dat verkoop het resultaat is van een relatie. Voldoende vertrouwen tot het besluit zaken te gaan doen ontstaat na gemiddeld 7 tot 9 relevante contactmomenten.

OTHER ARTICLES
ACCOUNT BASED ANALYTICS

The 5 Things to Know About Account-Based Marketing

Article | August 3, 2022

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

Read More
ACCOUNT BASED DATA

5 Steps for Succeeding in Account-Based Marketing

Article | August 19, 2022

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

Read More
BUYER INTENT DATA

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

Article | October 7, 2022

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

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More
ACCOUNT BASED ANALYTICS

Lost in translation: The problem with inconsistent language in marketing

Article | August 3, 2022

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

Read More
ACCOUNT BASED DATA

How Buyer Intent Data Gets You More Customers

Article | August 19, 2022

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

Read More
BUYER INTENT DATA

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

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

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More
MORE ARTICLES

Spotlight

ProSpex

ProSpex is creatief specialist in b2b-leadgeneratie. Wij geloven dat verkoop het resultaat is van een relatie. Voldoende vertrouwen tot het besluit zaken te gaan doen ontstaat na gemiddeld 7 tot 9 relevante contactmomenten.

Related News

CORE ABM

ABM Trailblazer Demandbase Announces Buying Group AI, the Next Breakthrough in B2B

PR Newswire | June 06, 2023

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, today introduces the biggest breakthrough in B2B since ABM — AI-powered buying groups. Demandbase One™ will be the first and only platform to use cutting edge, generative AI to analyze millions of data points, drawing from more than 150M B2B contacts combined with the industry's deepest advertising, intent, and engagement data to generate dynamic B2B buying groups, assign roles and personas, and recommend new contacts. It also will aggregate buying signals across the group and streamline engagement, unlocking a clear competitive advantage and saving hours of manual research and guesswork to drive greater revenue growth. "As a company that heavily relies on ABM, Demandbase's new Buying Group solution will be a game changer," said Dan Cafiero, senior program manager, Account-Based Marketing and Paid Media at Seagate. "The ability to automatically identify and engage with accurate buying groups, understanding their personas and roles, will revolutionize our sales and marketing efforts. This tool truly understands the complex dynamics of B2B decision-making processes, cutting through the noise to reach the right people at the right time. We can't wait to get our hands on it." "B2B GTM teams have known for a long time that the traditional lead-based approach really misses the mark, because individuals don't buy solutions in the enterprise — that focus is too narrow," says Brewster Stanislaw, chief product officer, at Demandbase. "That's why account-based marketing came into existence… but the reality is an account-based approach has its drawbacks as well. It's too broad because it's not every person at an account that participates in a buying decision. The sweet spot is in between; it's the buying committee, made of influencers, champions, blockers, etc., that actually determines where and when an enterprise will invest in a given solution." Stanislaw continues, "Until now, it's been too hard to implement buying groups because companies had to rely on manual guesswork and faulty data. Our AI-powered buying groups solve this once and for all by delivering on the audience that is 'just right.' We're using artificial intelligence to analyze massive behavioral data sets to generate accurate buying groups and automatically assign roles and personas to each of their constituent members. This empowers our customers to be optimally efficient across their entire GTM motion. By focusing on the buying group as their core GTM object, they can generate more demand with greater velocity through the customer journey, while minimizing waste by investing resources where they are most impactful. This is a revolution for B2B GTM teams that will unlock efficient growth, and those that adopt will be the CMOs and CROs of the future." The industry has recognized the need to target and reach buying groups, with Forrester Research saying that the goal of this approach is to "better align with the true buyer in virtually all B2B buying decisions — a group of people (the buying group) all working together to solve a business issue." "Identifying and engaging with the buying committee is the key to winning deals but it's really hard," commented Craig Rosenberg, chief platform officer at Scale Venture Partners. "That's why the introduction of AI-powered buying groups is so powerful for GTM teams. It eliminates the manual guesswork for B2B GTM teams thus allowing these teams to focus on driving increased demand." Historically, teams have relied on guesswork, manual processes, and missing and inaccurate data, resulting in systematic under-estimation of all personas that make up the full committee. With Demandbase Buying Group AI, this will all change. For the first time, companies will be able to use AI to automatically generate their ideal buying groups, create different buying groups for different products and journey stages, find the right contacts for each persona — adding them to their CRM, if not already there — and engage them with accurate contact information. The result will be fewer missed, lost, or delayed deals and vastly superior go-to-market execution. Demandbase pioneered the ABM movement and is now leading the way in this latest evolution of B2B go-to-market. The company is uniquely positioned to deliver on AI-generated buying groups with its massive data set that combines the customer's engagement data with Demandbase's B2B data — including AI-validated contact data on more than 150M buyers plus expansive advertising and behavioral data — to see how individuals interact across products and with each other. Demandbase Buying Group AI will launch out of beta in Q3 of 2023. See how it works to learn more and discover why buying groups are the foundation of a modern, Smarter GTM™ platform. About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By using the power of AI to identify and engage the accounts and buying groups most likely to purchase, powered by combining your sales and marketing data with our validated B2B data — what we call Account Intelligence. Better data makes better AI, that's Smarter GTM™.

Read More

BUYER INTENT DATA

Madison Logic Named a Leader for Intent Data in New Analyst Report

PRWeb | May 26, 2023

Madison Logic, the leading global digital Account-Based Marketing (ABM) platform, today announced that it has been recognized as a Leader in the new report, The Forrester Wave™: B2B Intent Data Providers, Q2 2023. The report recognizes Madison Logic as a proven demand generation partner for its proprietary intent data and extensive marketing campaign activation. The company’s combined dataset from multiple sources scores accounts on purchase propensity that enables enterprise B2B marketers to prioritize accounts, drive higher account engagement, and accelerate conversion across the sales cycle. Forrester evaluated 14 providers against 26 criteria across three categories, including data coverage, data acquisition and processing, data security and compliance, and analytics capabilities. Madison Logic received the highest possible score of 5.0 in eight evaluation criteria, including uniqueness of proprietary data, industry/vertical/keyword coverage, intent data types, pricing flexibility and transparency, and roadmap. According to the Forrester Report, "One of the most unique elements of [Madison Logic’s] strategy is unlimited access to their intent data offering for clients, regardless of the level of their media activation spend. It boosted its position in the evaluation with a roadmap that was among the strongest of any provider, including advanced AI capabilities, a new data privacy and compliance module, and more developed reporting tools.” "Madison Logic's consistent success speaks to our continuous innovation and dedication to delivering the richest dataset giving the best view of in-market accounts," said Tom O’Regan, CEO of Madison Logic. “Being named a Leader by Forrester in their new Wave represents a significant milestone for our company and we believe validates our strong intent data offering. With the most comprehensive signal of purchase intent, we arm marketers with better intelligence that empowers them to make data-driven decisions that drive better results.” Madison Logic’s ML Insights unifies three key data sources to create a holistic score of accounts demonstrating the highest propensity to purchase. Marketers leverage this data to: Target and prioritize the right accounts and personas: Dynamically improve targeting efficiency by focusing efforts on the accounts aiming to purchase a solution. Marketers can accelerate deal velocity by influencing the buyers with significant involvement in the decision-making process. Personalize campaign strategy at every stage of the sales cycle: Increase conversion rates by choosing content and messaging that uniquely meets buying committees with the information needed. This allows marketers to differentiate offering through target market expansion and competitive displacement campaigns built on comprehensive market intelligence. Optimize campaigns in real-time: Easily create and run optimizations within companies, content, and personas to maximize conversions and accelerate deal velocity. By measuring success based on real-time pipeline impact, marketers can determine optimization opportunities faster based on multi-channel engagement. Marketers leveraging ML Insights in multi-channel ABM see 32% lift in engagement, 28% faster sales cycle, and 17% increase in pipeline. What’s more, all clients gain access to ML Insights and its intent data as a value-added component of their existing media investment—a service no other platform provides. Madison Logic’s recognition as a Leader in the Forrester Wave follows its impressive performance in the G2 Spring 2023 Grid® earning seven Leader Badges, including Marketing Account Intelligence, Buyer Intent Data Providers, and Account Data Management. The high customer satisfaction ratings and reviews offered persistent recognition for the ability to prioritize accounts, personas, and content with superior proprietary data, best-in-class customer support, and the predictable and sustainable ROI clients experience when executing a multi-channel ABM strategy with Madison Logic. Click here to access a complimentary download of The Forrester Wave™: B2B Intent Data Provider, Q2 2023 report. To learn more about how Madison Logic helps the world’s fastest-growing companies leverage data to drive pipeline impact and boost marketing efficiency, visit http://www.madisonlogic.com. About Madison Logic The ML Platform, a global multi-channel ABM activation and measurement platform, enables enterprise organizations to leverage a proprietary combined data set to identify the accounts most likely to purchase, accelerate the customer journey, and shorten sales cycles to positively impact ROI. Madison Logic empowers B2B marketers to convert their best accounts faster by finding and engaging with the most influential individuals throughout the buyer’s journey. Visit madisonlogic.com for more information.

Read More

CORE ABM

Nextroll Secures $50M From Capital IP to Further Transformation

PR Newswire | May 26, 2023

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced it has secured $50M in committed financing from Capital IP. The investment will be used to strategically support the next wave of innovation on NextRoll's marketing software for both its business units: AdRoll, its marketing and advertising platform for eCommerce brands, and RollWorks, its account-based marketing platform to help B2B companies grow revenue. This news follows a notable market response to the company's software offerings over the last few years. "We are thrilled by this financing from Capital IP, which will enable us to execute strategic growth initiatives and accelerate our software transformation," says Roli Saxena, Chief Executive Officer of NextRoll. "The momentum we've seen in software adoption demonstrates our market potential and the value we deliver to our customers during a time when they need it most." Today's complex marketing landscape and challenging economy requires brands and businesses to leverage new tools and strategies to grow revenue more efficiently. With deep data and machine learning foundations and new innovative offerings across its software platforms, NextRoll is uniquely positioned to streamline how teams identify, engage, and retain customers to achieve efficient growth at a time when every team needs to do more with less. "NextRoll has a strong market position in not one, but two categories," said Capital IP's Managing Partner Riyad Shahjahan. "The impressive growth of their subscription software business, strong demonstrated retention and the strong foundations of their advertising heritage underscore their mission-critical product suite and the value they deliver for customers. We're excited to partner with NextRoll as they deliver on an exciting roadmap ahead and continue to drive towards being a Rule of 40 company." 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. About Capital IP Capital IP Investment Partners ("Capital IP" or "CapIP") is a minority co-founded specialty credit firm focused exclusively on investments in technology and technology-enabled businesses. Our collaborative approach to investing, combined with our technology-industry expertise, allows Capital IP to assess the intrinsic value of growing technology businesses and to offer a range of novel, creative financing solutions. The Capital IP team has a long, proven history of providing flexible structured credit to companies in the technology sector, and continues to lead the industry in financial innovation. The principals of CapIP have historically invested over $1.3 billion in innovative, emerging companies. For more information on Capital IP Investment Partners, please visit: www.capitalip.com.

Read More

CORE ABM

ABM Trailblazer Demandbase Announces Buying Group AI, the Next Breakthrough in B2B

PR Newswire | June 06, 2023

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, today introduces the biggest breakthrough in B2B since ABM — AI-powered buying groups. Demandbase One™ will be the first and only platform to use cutting edge, generative AI to analyze millions of data points, drawing from more than 150M B2B contacts combined with the industry's deepest advertising, intent, and engagement data to generate dynamic B2B buying groups, assign roles and personas, and recommend new contacts. It also will aggregate buying signals across the group and streamline engagement, unlocking a clear competitive advantage and saving hours of manual research and guesswork to drive greater revenue growth. "As a company that heavily relies on ABM, Demandbase's new Buying Group solution will be a game changer," said Dan Cafiero, senior program manager, Account-Based Marketing and Paid Media at Seagate. "The ability to automatically identify and engage with accurate buying groups, understanding their personas and roles, will revolutionize our sales and marketing efforts. This tool truly understands the complex dynamics of B2B decision-making processes, cutting through the noise to reach the right people at the right time. We can't wait to get our hands on it." "B2B GTM teams have known for a long time that the traditional lead-based approach really misses the mark, because individuals don't buy solutions in the enterprise — that focus is too narrow," says Brewster Stanislaw, chief product officer, at Demandbase. "That's why account-based marketing came into existence… but the reality is an account-based approach has its drawbacks as well. It's too broad because it's not every person at an account that participates in a buying decision. The sweet spot is in between; it's the buying committee, made of influencers, champions, blockers, etc., that actually determines where and when an enterprise will invest in a given solution." Stanislaw continues, "Until now, it's been too hard to implement buying groups because companies had to rely on manual guesswork and faulty data. Our AI-powered buying groups solve this once and for all by delivering on the audience that is 'just right.' We're using artificial intelligence to analyze massive behavioral data sets to generate accurate buying groups and automatically assign roles and personas to each of their constituent members. This empowers our customers to be optimally efficient across their entire GTM motion. By focusing on the buying group as their core GTM object, they can generate more demand with greater velocity through the customer journey, while minimizing waste by investing resources where they are most impactful. This is a revolution for B2B GTM teams that will unlock efficient growth, and those that adopt will be the CMOs and CROs of the future." The industry has recognized the need to target and reach buying groups, with Forrester Research saying that the goal of this approach is to "better align with the true buyer in virtually all B2B buying decisions — a group of people (the buying group) all working together to solve a business issue." "Identifying and engaging with the buying committee is the key to winning deals but it's really hard," commented Craig Rosenberg, chief platform officer at Scale Venture Partners. "That's why the introduction of AI-powered buying groups is so powerful for GTM teams. It eliminates the manual guesswork for B2B GTM teams thus allowing these teams to focus on driving increased demand." Historically, teams have relied on guesswork, manual processes, and missing and inaccurate data, resulting in systematic under-estimation of all personas that make up the full committee. With Demandbase Buying Group AI, this will all change. For the first time, companies will be able to use AI to automatically generate their ideal buying groups, create different buying groups for different products and journey stages, find the right contacts for each persona — adding them to their CRM, if not already there — and engage them with accurate contact information. The result will be fewer missed, lost, or delayed deals and vastly superior go-to-market execution. Demandbase pioneered the ABM movement and is now leading the way in this latest evolution of B2B go-to-market. The company is uniquely positioned to deliver on AI-generated buying groups with its massive data set that combines the customer's engagement data with Demandbase's B2B data — including AI-validated contact data on more than 150M buyers plus expansive advertising and behavioral data — to see how individuals interact across products and with each other. Demandbase Buying Group AI will launch out of beta in Q3 of 2023. See how it works to learn more and discover why buying groups are the foundation of a modern, Smarter GTM™ platform. About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By using the power of AI to identify and engage the accounts and buying groups most likely to purchase, powered by combining your sales and marketing data with our validated B2B data — what we call Account Intelligence. Better data makes better AI, that's Smarter GTM™.

Read More

BUYER INTENT DATA

Madison Logic Named a Leader for Intent Data in New Analyst Report

PRWeb | May 26, 2023

Madison Logic, the leading global digital Account-Based Marketing (ABM) platform, today announced that it has been recognized as a Leader in the new report, The Forrester Wave™: B2B Intent Data Providers, Q2 2023. The report recognizes Madison Logic as a proven demand generation partner for its proprietary intent data and extensive marketing campaign activation. The company’s combined dataset from multiple sources scores accounts on purchase propensity that enables enterprise B2B marketers to prioritize accounts, drive higher account engagement, and accelerate conversion across the sales cycle. Forrester evaluated 14 providers against 26 criteria across three categories, including data coverage, data acquisition and processing, data security and compliance, and analytics capabilities. Madison Logic received the highest possible score of 5.0 in eight evaluation criteria, including uniqueness of proprietary data, industry/vertical/keyword coverage, intent data types, pricing flexibility and transparency, and roadmap. According to the Forrester Report, "One of the most unique elements of [Madison Logic’s] strategy is unlimited access to their intent data offering for clients, regardless of the level of their media activation spend. It boosted its position in the evaluation with a roadmap that was among the strongest of any provider, including advanced AI capabilities, a new data privacy and compliance module, and more developed reporting tools.” "Madison Logic's consistent success speaks to our continuous innovation and dedication to delivering the richest dataset giving the best view of in-market accounts," said Tom O’Regan, CEO of Madison Logic. “Being named a Leader by Forrester in their new Wave represents a significant milestone for our company and we believe validates our strong intent data offering. With the most comprehensive signal of purchase intent, we arm marketers with better intelligence that empowers them to make data-driven decisions that drive better results.” Madison Logic’s ML Insights unifies three key data sources to create a holistic score of accounts demonstrating the highest propensity to purchase. Marketers leverage this data to: Target and prioritize the right accounts and personas: Dynamically improve targeting efficiency by focusing efforts on the accounts aiming to purchase a solution. Marketers can accelerate deal velocity by influencing the buyers with significant involvement in the decision-making process. Personalize campaign strategy at every stage of the sales cycle: Increase conversion rates by choosing content and messaging that uniquely meets buying committees with the information needed. This allows marketers to differentiate offering through target market expansion and competitive displacement campaigns built on comprehensive market intelligence. Optimize campaigns in real-time: Easily create and run optimizations within companies, content, and personas to maximize conversions and accelerate deal velocity. By measuring success based on real-time pipeline impact, marketers can determine optimization opportunities faster based on multi-channel engagement. Marketers leveraging ML Insights in multi-channel ABM see 32% lift in engagement, 28% faster sales cycle, and 17% increase in pipeline. What’s more, all clients gain access to ML Insights and its intent data as a value-added component of their existing media investment—a service no other platform provides. Madison Logic’s recognition as a Leader in the Forrester Wave follows its impressive performance in the G2 Spring 2023 Grid® earning seven Leader Badges, including Marketing Account Intelligence, Buyer Intent Data Providers, and Account Data Management. The high customer satisfaction ratings and reviews offered persistent recognition for the ability to prioritize accounts, personas, and content with superior proprietary data, best-in-class customer support, and the predictable and sustainable ROI clients experience when executing a multi-channel ABM strategy with Madison Logic. Click here to access a complimentary download of The Forrester Wave™: B2B Intent Data Provider, Q2 2023 report. To learn more about how Madison Logic helps the world’s fastest-growing companies leverage data to drive pipeline impact and boost marketing efficiency, visit http://www.madisonlogic.com. About Madison Logic The ML Platform, a global multi-channel ABM activation and measurement platform, enables enterprise organizations to leverage a proprietary combined data set to identify the accounts most likely to purchase, accelerate the customer journey, and shorten sales cycles to positively impact ROI. Madison Logic empowers B2B marketers to convert their best accounts faster by finding and engaging with the most influential individuals throughout the buyer’s journey. Visit madisonlogic.com for more information.

Read More

CORE ABM

Nextroll Secures $50M From Capital IP to Further Transformation

PR Newswire | May 26, 2023

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced it has secured $50M in committed financing from Capital IP. The investment will be used to strategically support the next wave of innovation on NextRoll's marketing software for both its business units: AdRoll, its marketing and advertising platform for eCommerce brands, and RollWorks, its account-based marketing platform to help B2B companies grow revenue. This news follows a notable market response to the company's software offerings over the last few years. "We are thrilled by this financing from Capital IP, which will enable us to execute strategic growth initiatives and accelerate our software transformation," says Roli Saxena, Chief Executive Officer of NextRoll. "The momentum we've seen in software adoption demonstrates our market potential and the value we deliver to our customers during a time when they need it most." Today's complex marketing landscape and challenging economy requires brands and businesses to leverage new tools and strategies to grow revenue more efficiently. With deep data and machine learning foundations and new innovative offerings across its software platforms, NextRoll is uniquely positioned to streamline how teams identify, engage, and retain customers to achieve efficient growth at a time when every team needs to do more with less. "NextRoll has a strong market position in not one, but two categories," said Capital IP's Managing Partner Riyad Shahjahan. "The impressive growth of their subscription software business, strong demonstrated retention and the strong foundations of their advertising heritage underscore their mission-critical product suite and the value they deliver for customers. We're excited to partner with NextRoll as they deliver on an exciting roadmap ahead and continue to drive towards being a Rule of 40 company." 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. About Capital IP Capital IP Investment Partners ("Capital IP" or "CapIP") is a minority co-founded specialty credit firm focused exclusively on investments in technology and technology-enabled businesses. Our collaborative approach to investing, combined with our technology-industry expertise, allows Capital IP to assess the intrinsic value of growing technology businesses and to offer a range of novel, creative financing solutions. The Capital IP team has a long, proven history of providing flexible structured credit to companies in the technology sector, and continues to lead the industry in financial innovation. The principals of CapIP have historically invested over $1.3 billion in innovative, emerging companies. For more information on Capital IP Investment Partners, please visit: www.capitalip.com.

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