Home > Resources > Articles > Why Is an Inbound Marketing Audit Important?

Why Is an Inbound Marketing Audit Important?

Apurva Pathak | December 28, 2021 | 291 views

Inbound Marketing Audit

Inbound Marketing

Businesses put effort into designing their inbound marketing strategies to seek growth opportunities. In inbound marketing strategies, target audiences are attracted, engaged, and delighted by businesses by using valuable content. They also communicate with the customers regularly through inbound sales calls and keep the customers happy through timely and prompt assistance.

Businesses use an inbound marketing strategy that they have trusted for years, while some still struggle to grasp the power of inbound marketing. In both cases, if the strategy doesn’t show the expected results, it becomes a matter of immediate concern.

Why Should You Conduct an Inbound Marketing Audit?

In an interview with Media 7, Daniel Englebretson, Founder of Khronos, talked about rise of AI in ABM and the success of marketing programs.

“The best programs, and the best marketers, have built their success on the back of rapid iteration and a long history of testing, learning, and continuously improving.”


Continuous improvement in marketing can happen only when you carry out regular assessments or audits of your marketing strategy, inbound, and outbound.

A marketing audit looks at the business environment, strategy implementation, systems, organization, productivity, and function of the strategy. It is undertaken when there is a change in leadership, the business is lagging compared to competitors, has rapid growth or is terribly stuck, or when a design overhaul is planned.

Here is why you should conduct an inbound marketing audit:

  • Identifying Weaknesses
If an inbound marketing strategy suddenly stops working, you need to find its weaknesses and remedy them in time to get the best results. This is called “strengths, weaknesses, opportunities, and threats” (SWOT) analysis.

An audit will help you analyze the effectiveness of the channels and the tactics you use as compared to industry standards and find out the reasons behind ineffective lead generation. An effective audit also rigorously checks the marketing tools your team uses.

You can make adjustments and improvements to the strategy based on the audit. You can look into channels like websites, paid search, email marketing, social media, and organic search to assess the performance of your strategy.

  • Spotting Growth Opportunities
When expanding the business, introducing a new product or service, conducting an audit can add great value to your plan. You can evaluate your business position, rate your customer satisfaction and engagement, know how well you are exploiting your existing opportunities, and if you are using the right channels and messaging to get in touch with your target audience.

If you find anything amiss, you can promptly deploy resources to course-correct your team and work towards a better ROI through the inbound marketing strategy.

  • Reaffirming Goals
Reaffirm your marketing and business goals by assessing important data-driven perspective metrics like keyword ranking, post engagement, customer acquisition cost (CAC), email click-through rate, and lead quality. For example, if your website is not optimized for SERP and doesn’t grab the attention of your users, it could be the reason behind ineffective lead generation. In such a case, you can re-evaluate your content strategy.

Things like text-to-image ratio on web pages, irrelevant images, and weirdly placed call-to-action (CTA) buttons can affect the user’s journey. If some pages are unresponsive on mobiles or tablets, then the audit will help you find those and implement appropriate solutions.

Knowing what is working and what isn’t helps you know what you need to do next to get optimum results from your inbound marketing strategy.

  • Keeping Your Team Motivated
Every team is a defined stakeholder in the company's success. Right from the sales team, customer experience, IT architects, c-suite, product developers, to your marketing team, everyone will know their strengths and weaknesses through the audit. A regularly conducted marketing audit will keep your teams motivated to perform their duties well.

  • Boosts ROI
Boost your ROI by ditching things that do not work. Allocating resources to your business strengths instead of your marketing weaknesses will help you get the ROI you expect. You can also focus on introducing new plans to revive the part of the strategy that is no longer working. It can be anything from redesigning a few website pages to hiring a new SEO expert.

What Does a Strong Inbound Marketing Audit Look Like?


A strong marketing audit yields results that enhance your strategy, improve your ROI, and help you step up your game so you don’t fall behind in the race with your competitors. These are the characteristics a strong inbound marketing audit will have:

  • Autonomy
An effective audit should be autonomously conducted by a third-party auditor so you do not skip the hard parts and the management completely cooperates in the process. The more stringent the audit, the better the understanding of potential growth opportunities, managerial snags, and resource allotments.

  • Perfect Structure
The audit has to be systematically structured to cover all bases, like contact channels, business environment, customer experience, design, engagement, SEO, SMM, and sales management, so no crucial elements are missed.

  • Conducted Regularly
Conduct the audit at regular intervals of time, at least once a year. It should be a part of your marketing calendar or your strategic marketing plan.

  • Business-specific
The audit should factor in the technology, expertise, and experience of your business. It should consider factors like political, legal, and socio-cultural issues that arise from the location of your business. Competitors, best practices, and conditions should also be considered. 

How Eclipse Software Saw a 370% Increase in Organic Traffic in a Year

Manchester-based software company Eclipse Software hit a snag when their online presence wasn’t translating into revenue, leads, or ROI. They hired Noisy Little Monkey, a service-based digital marketing agency in the UK, to help them boost their online presence. Noisy Little Monkey ran a marketing audit for them and found issues like page speeds and content offerings, and they ran campaigns using gated content. As a result of such campaigns and website improvements, Eclipse Software saw a 370% rise in their organic traffic in a year, with a conversion rate of 3.7%.

Key Takeaways

An inbound marketing audit is crucial for identifying the strengths and weaknesses of your marketing strategy. It can tell you which areas need improvement, how to allocate your resources better, and how to increase your growth opportunities and ROI through data-driven perspectives and more to achieve better results.

FAQ


At what time interval should you conduct an inbound marketing audit?

Every business should conduct an audit once every six to twelve months.
 

What are the characteristics of an inbound marketing audit?

An inbound marketing audit should be autonomous, periodically carried out, systematic and business-specific.

Spotlight

Acronym

Established in 1995 and distinguished as the current Search Agency of the Year, Acronym continues to offer world-class keyword-driven marketing services for blue-chip clients. Privately funded and founded by Anton Konikoff, Acronym employs over a 100 Search Marketing experts worldwide. From our headquarters in the iconic Empire State Building in New York City, Acronym manages campaigns in over 70 countries and dozens of languages. We also have offices in London, Singapore and various other locations that help us to execute global search campaigns. Our client roster consists of mid-size organizations in localized regions to large enterprise brands across virtually all verticals, from travel and healthcare to business technology and retail. We specialize in Organic SEO, Paid Search, Social Media, Affiliate Marketing, Usability Consulting, and Deep-Dive Analytics.

OTHER ARTICLES
ACCOUNT BASED ANALYTICS

The 5 Things to Know About Account-Based Marketing

Article | June 14, 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 ANALYTICS

5 Steps for Succeeding in Account-Based Marketing

Article | August 3, 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
ACCOUNT BASED ANALYTICS

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

Article | December 18, 2021

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

How to Accelerate ABM Impact Within the Enterprise

Article | June 14, 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 ANALYTICS

Lost in translation: The problem with inconsistent language in marketing

Article | August 3, 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
ACCOUNT BASED ANALYTICS

Steps for Building an ABM Program like Salesforce

Article | December 18, 2021

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

Acronym

Established in 1995 and distinguished as the current Search Agency of the Year, Acronym continues to offer world-class keyword-driven marketing services for blue-chip clients. Privately funded and founded by Anton Konikoff, Acronym employs over a 100 Search Marketing experts worldwide. From our headquarters in the iconic Empire State Building in New York City, Acronym manages campaigns in over 70 countries and dozens of languages. We also have offices in London, Singapore and various other locations that help us to execute global search campaigns. Our client roster consists of mid-size organizations in localized regions to large enterprise brands across virtually all verticals, from travel and healthcare to business technology and retail. We specialize in Organic SEO, Paid Search, Social Media, Affiliate Marketing, Usability Consulting, and Deep-Dive Analytics.

Related News

ACCOUNT BASED ANALYTICS

AI-Driven Intelligent Engagement Cloud Platform Predicts Sales with 90% Accuracy

EIN News | April 27, 2023

Intelligage, a fast-growth software company that turns every video call into invaluable data-driven sales playbooks, today released its Intelligent Engagement Cloud to help Sales and Customer Success teams onboard faster, qualify more confidently and forecast more accurately. Founded in 2020, Intelligage quickly gained traction among Customer Success teams by combining conversational AI with intent analytics to help leading businesses turn customer insights into positive outcomes. “Intelligage was born when the pandemic created a tectonic shift in the way the world works together, and we knew it would never go back. Sales at every scale are - and will continue - being conducted via video in our hybrid workforce. Now, the scale and recent acceptance of AI has unleashed the power hidden in the massive data from recorded calls. This offers an unequaled advantage to our customers.” says Bryan Plaster, CEO and Co-founder of Intelligage. “Using dynamic emotional states and body language, we can couple Machine Learning with this biometric data to predict with confidence a person’s intent. We see limitless possibilities in economic disruption.” With software sales increasingly relying on video technologies, call recordings have become standard practice for training purposes. It’s a treasure trove of data, but these calls are rarely being analyzed to determine real customer and prospect intent. Intelligage quickly and accurately conducts that analysis to help go-to-market teams learn more from every interaction, from qualification through renewal. Optimizing video is essential after the SaaS industry’s dramatic correction. As 2022 came to a close, the growth-at-all-costs focus shifted quickly and dramatically towards Rule of 40, where if a company's revenue growth rate were to be added to its profit margin, the total should exceed 40%. With shrinking software budgets and downsized teams, “do more with less,” has become a common strategy. Leaders who couldn’t afford to forecast inaccurately or experience unexpected churn quickly realized that coaching after a call was too late. Intelligage generates personalized coaching plans, based on both sales methodology and a rep’s emotional intelligence (EQ) to hone in on exactly which skills a rep needs to improve. “This application is a game changer! After each call, I see what resonated with each buyer and how best to follow-up. It lets me know which deals will close or renew while also highlighting where buyer intent is slipping and how to intervene.” Ira Shaughnessy, CRO at Intelligage. Qualify, win and retain customers with confidence and accuracy What customers and prospects say is only 7% of the conversation; Intelligage will add the missing 93% with the power of EQ, AI and Machine Learning. Bain & Company highlight how a 5% increase in client retention can boost profits by as much as 95%. Learn how Intelligage customers are onboarding new reps 60% faster, predicting churn with 90% accuracy and much more on April 25th at 11am CT. Attend the Intelligage Launch Party, April 25th (Register Here) From discovery through renewal, Intelligage offers insights that allow GTM teams to build dynamic, data-driven playbooks while capturing non-verbal sentiment and buyer intent on every video call. Sales and CS leaders know which calls to review and when buyers are most engaged. Join Intelligage leadership, customers and advisors on April 25th to learn how to coach with more personalization, qualify opportunities with more accuracy, forecast with more confidence and prevent churn more predictably. Dallas-based Intelligage (previously CompleteCSM) allows customers to gain more from video interaction. Intelligage helps customers optimize playbooks in real-time by leveraging the true sentiment of buyers and customers while helping to prevent churn when overlaid with CRM opportunity data. Learn more at https://intelligage.io.

Read More

ACCOUNT BASED DATA

Folloze Plus Outreach Empowers Sales and Marketing With Advanced Orchestration to Engage Prospects and Further Pipeline Goals

Business Wire | June 02, 2023

Folloze, creator of the world’s first and only no-code B2B Buyer Experience Platform (BX 3.0), today announced Folloze plus Outreach, a new integration that enables customers to connect the power of Folloze BX 3.0 and sales engagement within the Outreach Sales Execution Platform. This new single interface allows sales and marketing to auto-personalize content experiences via Folloze boards to Outreach sequences with just a few clicks, unlocking agility and productivity, while starting a long-term, rich, data-driven relationship. Additionally, first-party behavioral analytics are now easily accessed through a dashboard that allows sales professionals and managers to focus their resources on the best opportunities, winning more deals faster. “Folloze and Outreach provide teams with the ability to uplevel sales and marketing activities in their own respective ways,” said David Brutman, Co-founder and Chief Product Officer at Folloze. “The integration addresses a critical gap as budgets are shrinking and organizations strive to garner better results with current or reduced investments. By bringing these dynamic platforms together, joint customers that lean on their sales channels as a critical driver of engagement and pipeline acceleration will now have a more unified experience that amplifies value and drives greater performance and personalization.” A Smarter Way to Drive Pipeline and Engage Prospects By integrating the prospecting capabilities of two industry leaders, Folloze and Outreach help sales and marketing teams play to win from the first human touch by creating a better initial experience and the backend data to prioritize the most engaged and best opportunities. Marketers can orchestrate campaigns through a variety of channels such as ads, social media, physical mail, marketing emails, as well as with the sales team, all reinforcing each other with consistent messaging and content and one standardized analytics stream handed over directly to sellers. This provides the foundation for persistent profiling and ongoing experience continuity, enabling a stronger communication channel with less back and forth email messaging, which saves time and improves relationships. Campaign efforts result in actual pipeline creation, building a revenue engine like never before. “Outreach is committed to making it easier for our customers to create pipeline and close more deals. We seek partners who further this mission, and Folloze definitely fits our criteria,” added Phillip Friedman, Head of Partner and Ecosystem at Outreach. “This integration helps sales and marketing teams become both more strategic and personalized in their prospect interactions, making each sales rep’s touch that much more impactful.” The integrated solution makes that all-important first touch even more compelling for joint customers by allowing Outreach users to understand prospects’ behavior with Folloze’s first-party intent signals within the Outreach platform. This deep behavioral data allows sellers to focus on the most likely prospects and quickly respond to capture moments of interest with personalized content. These benefits lead to far more cohesive, efficient, and effective sales and marketing efforts. “We look to get the most out of every tech investment, so we talked with the teams at Folloze and Outreach to see if there was a possibility to streamline the information flow to sales reps while keeping content consistent. We also wanted our sales reps to be able to take advantage of unique behavioral insights within one view,” said Benjamin Smokovich, Global Director of Innovation and Tech at SAP. “Our partners at Folloze and Outreach instantly recognized how compelling such an integration would be, and what they developed has far exceeded our expectations. Our teams are already reaping the benefits.” Specific capabilities available through the integration include: Add a Folloze board to an Outreach email with just a few clicks: Sharing an entire personalized experience is the most strategic way to engage prospects and track buyer behavior. Add a direct link to Folloze content in an Outreach email: Taking it one step further, the integration makes it possible to share a killer piece of content within a Folloze board, incorporated into an Outreach email, to quickly grab a prospect’s attention. Personalized Folloze board experience: Through a completely automated process, each prospect receives a customized and highly relevant experience that drives accelerated engagement and generates intent insights. View account and contact engagement activity within Outreach: Thanks to a fully integrated Folloze dashboard, sales professionals and managers are able to get real-time, first-party intent data to prioritize efforts and understand what’s working. Identity matching capabilities provide behavioral data: More insights give sales and marketing the ability to identify and truly understand who their prospects are so they can serve them much more effectively and efficiently at scale. Upcoming Webinar On June 13th, Folloze will host a webinar with featured guests from Outreach and SAP who will discuss modern marketing and sales techniques that will help you deploy your people, technology, and processes that will result in more account engagement and higher sales velocity. Please visit https://engage.folloze.com/folloze-plus-outreach-webinar to register. To find out more details on how the Folloze plus Outreach integration could work for you, please visit https://www.folloze.com/partners/outreach. About Folloze Folloze, creator of the world’s first and only no-code B2B Buyer Experience Platform (BX 3.0), is used by B2B marketing, sales, and revenue teams. Folloze BX 3.0 empowers any marketer to easily build data-driven, highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and revenue growth. Top B2B brands, including ServiceNow, Google Cloud, Cisco, Autodesk, Gigamon, and UL trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.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

ACCOUNT BASED ANALYTICS

AI-Driven Intelligent Engagement Cloud Platform Predicts Sales with 90% Accuracy

EIN News | April 27, 2023

Intelligage, a fast-growth software company that turns every video call into invaluable data-driven sales playbooks, today released its Intelligent Engagement Cloud to help Sales and Customer Success teams onboard faster, qualify more confidently and forecast more accurately. Founded in 2020, Intelligage quickly gained traction among Customer Success teams by combining conversational AI with intent analytics to help leading businesses turn customer insights into positive outcomes. “Intelligage was born when the pandemic created a tectonic shift in the way the world works together, and we knew it would never go back. Sales at every scale are - and will continue - being conducted via video in our hybrid workforce. Now, the scale and recent acceptance of AI has unleashed the power hidden in the massive data from recorded calls. This offers an unequaled advantage to our customers.” says Bryan Plaster, CEO and Co-founder of Intelligage. “Using dynamic emotional states and body language, we can couple Machine Learning with this biometric data to predict with confidence a person’s intent. We see limitless possibilities in economic disruption.” With software sales increasingly relying on video technologies, call recordings have become standard practice for training purposes. It’s a treasure trove of data, but these calls are rarely being analyzed to determine real customer and prospect intent. Intelligage quickly and accurately conducts that analysis to help go-to-market teams learn more from every interaction, from qualification through renewal. Optimizing video is essential after the SaaS industry’s dramatic correction. As 2022 came to a close, the growth-at-all-costs focus shifted quickly and dramatically towards Rule of 40, where if a company's revenue growth rate were to be added to its profit margin, the total should exceed 40%. With shrinking software budgets and downsized teams, “do more with less,” has become a common strategy. Leaders who couldn’t afford to forecast inaccurately or experience unexpected churn quickly realized that coaching after a call was too late. Intelligage generates personalized coaching plans, based on both sales methodology and a rep’s emotional intelligence (EQ) to hone in on exactly which skills a rep needs to improve. “This application is a game changer! After each call, I see what resonated with each buyer and how best to follow-up. It lets me know which deals will close or renew while also highlighting where buyer intent is slipping and how to intervene.” Ira Shaughnessy, CRO at Intelligage. Qualify, win and retain customers with confidence and accuracy What customers and prospects say is only 7% of the conversation; Intelligage will add the missing 93% with the power of EQ, AI and Machine Learning. Bain & Company highlight how a 5% increase in client retention can boost profits by as much as 95%. Learn how Intelligage customers are onboarding new reps 60% faster, predicting churn with 90% accuracy and much more on April 25th at 11am CT. Attend the Intelligage Launch Party, April 25th (Register Here) From discovery through renewal, Intelligage offers insights that allow GTM teams to build dynamic, data-driven playbooks while capturing non-verbal sentiment and buyer intent on every video call. Sales and CS leaders know which calls to review and when buyers are most engaged. Join Intelligage leadership, customers and advisors on April 25th to learn how to coach with more personalization, qualify opportunities with more accuracy, forecast with more confidence and prevent churn more predictably. Dallas-based Intelligage (previously CompleteCSM) allows customers to gain more from video interaction. Intelligage helps customers optimize playbooks in real-time by leveraging the true sentiment of buyers and customers while helping to prevent churn when overlaid with CRM opportunity data. Learn more at https://intelligage.io.

Read More

ACCOUNT BASED DATA

Folloze Plus Outreach Empowers Sales and Marketing With Advanced Orchestration to Engage Prospects and Further Pipeline Goals

Business Wire | June 02, 2023

Folloze, creator of the world’s first and only no-code B2B Buyer Experience Platform (BX 3.0), today announced Folloze plus Outreach, a new integration that enables customers to connect the power of Folloze BX 3.0 and sales engagement within the Outreach Sales Execution Platform. This new single interface allows sales and marketing to auto-personalize content experiences via Folloze boards to Outreach sequences with just a few clicks, unlocking agility and productivity, while starting a long-term, rich, data-driven relationship. Additionally, first-party behavioral analytics are now easily accessed through a dashboard that allows sales professionals and managers to focus their resources on the best opportunities, winning more deals faster. “Folloze and Outreach provide teams with the ability to uplevel sales and marketing activities in their own respective ways,” said David Brutman, Co-founder and Chief Product Officer at Folloze. “The integration addresses a critical gap as budgets are shrinking and organizations strive to garner better results with current or reduced investments. By bringing these dynamic platforms together, joint customers that lean on their sales channels as a critical driver of engagement and pipeline acceleration will now have a more unified experience that amplifies value and drives greater performance and personalization.” A Smarter Way to Drive Pipeline and Engage Prospects By integrating the prospecting capabilities of two industry leaders, Folloze and Outreach help sales and marketing teams play to win from the first human touch by creating a better initial experience and the backend data to prioritize the most engaged and best opportunities. Marketers can orchestrate campaigns through a variety of channels such as ads, social media, physical mail, marketing emails, as well as with the sales team, all reinforcing each other with consistent messaging and content and one standardized analytics stream handed over directly to sellers. This provides the foundation for persistent profiling and ongoing experience continuity, enabling a stronger communication channel with less back and forth email messaging, which saves time and improves relationships. Campaign efforts result in actual pipeline creation, building a revenue engine like never before. “Outreach is committed to making it easier for our customers to create pipeline and close more deals. We seek partners who further this mission, and Folloze definitely fits our criteria,” added Phillip Friedman, Head of Partner and Ecosystem at Outreach. “This integration helps sales and marketing teams become both more strategic and personalized in their prospect interactions, making each sales rep’s touch that much more impactful.” The integrated solution makes that all-important first touch even more compelling for joint customers by allowing Outreach users to understand prospects’ behavior with Folloze’s first-party intent signals within the Outreach platform. This deep behavioral data allows sellers to focus on the most likely prospects and quickly respond to capture moments of interest with personalized content. These benefits lead to far more cohesive, efficient, and effective sales and marketing efforts. “We look to get the most out of every tech investment, so we talked with the teams at Folloze and Outreach to see if there was a possibility to streamline the information flow to sales reps while keeping content consistent. We also wanted our sales reps to be able to take advantage of unique behavioral insights within one view,” said Benjamin Smokovich, Global Director of Innovation and Tech at SAP. “Our partners at Folloze and Outreach instantly recognized how compelling such an integration would be, and what they developed has far exceeded our expectations. Our teams are already reaping the benefits.” Specific capabilities available through the integration include: Add a Folloze board to an Outreach email with just a few clicks: Sharing an entire personalized experience is the most strategic way to engage prospects and track buyer behavior. Add a direct link to Folloze content in an Outreach email: Taking it one step further, the integration makes it possible to share a killer piece of content within a Folloze board, incorporated into an Outreach email, to quickly grab a prospect’s attention. Personalized Folloze board experience: Through a completely automated process, each prospect receives a customized and highly relevant experience that drives accelerated engagement and generates intent insights. View account and contact engagement activity within Outreach: Thanks to a fully integrated Folloze dashboard, sales professionals and managers are able to get real-time, first-party intent data to prioritize efforts and understand what’s working. Identity matching capabilities provide behavioral data: More insights give sales and marketing the ability to identify and truly understand who their prospects are so they can serve them much more effectively and efficiently at scale. Upcoming Webinar On June 13th, Folloze will host a webinar with featured guests from Outreach and SAP who will discuss modern marketing and sales techniques that will help you deploy your people, technology, and processes that will result in more account engagement and higher sales velocity. Please visit https://engage.folloze.com/folloze-plus-outreach-webinar to register. To find out more details on how the Folloze plus Outreach integration could work for you, please visit https://www.folloze.com/partners/outreach. About Folloze Folloze, creator of the world’s first and only no-code B2B Buyer Experience Platform (BX 3.0), is used by B2B marketing, sales, and revenue teams. Folloze BX 3.0 empowers any marketer to easily build data-driven, highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and revenue growth. Top B2B brands, including ServiceNow, Google Cloud, Cisco, Autodesk, Gigamon, and UL trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.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

Events