Core ABM
Business Wire | October 04, 2023
StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, has partnered with Lead Forensics, the world’s No. 1 B2B website visitor identification software, to expand StackAdapt’s latest ABM Targeting and Measurement solution.
This integration empowers B2B marketers and ad agencies seeking to reach highly specific audiences within EMEA and Canada in addition to the company’s existing targeting capabilities for the US.
Key Benefits for B2B Marketers and Advertisers:
Expanded Market Reach: B2B marketers can now extend their reach beyond the US and tap into new markets in EMEA and Canada targeting a broader audience and potential customers.
Relevant Targeting: This expansion ensures that ad campaigns are relevant and resonate with the right audience.
Measurable Impact: With highly accurate measurement capabilities, B2B marketers can assess the performance of their campaigns and make data-driven decisions to optimize results, leading to higher ROI and more effective marketing efforts.
Frictionless Campaign Management: The self-serve solution offers easy-to-use features for campaign creation and reporting, saving time and resources for B2B marketers and streamlining their advertising process.
Low-Risk Testing: The solution allows for quick campaign activation without contractual minimums, giving B2B marketers the confidence to experiment and learn, leading to improved strategies and successful outcomes in the long run.
“We’re delighted to partner with StackAdapt,” said Chris Murray, Vice President of Partnerships at Lead Forensics. “We know how powerful our data is and we look forward to working with StackAdapt to help businesses connect, engage, and succeed like never before.”
Agent3 is a global ABM agency focused on delivering hyper-targeted campaigns for its clients. As a StackAdapt partner, it was one of the first to harness the power of Lead Forensics' IP data.
This collaboration extends our ability to offer increased reliability, visibility and scale in EMEA and Canada, as well as complimenting and expanding the reach provided by many of our customers' existing pure-play ABM platforms across the US, explained Daniel Sands, Chief Innovation Officer and Partner at Agent3.
“With precise audience targeting via StackAdapt, combined with the ability to measure campaign impact with pinpoint accuracy, our agency was able to achieve really great scale and performance metrics. We were particularly impressed from an account attribution perspective and the data we were able to capture about the companies we had reached. This partnership represents a significant milestone in our ability to deliver outstanding results for our clients."
"The ability to provide ABM measurement in EMEA and North America is a unique delivery for our platform compared to competitors, and we are thrilled to provide this offering thanks to our partnership with Lead Forensics,” said Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. "This collaboration allows us to provide a comprehensive self-serve solution that caters to the evolving needs of B2B marketers and advertisers seeking to make a measurable impact."
StackAdapt provides easy access to its platform with no monthly minimum commitment, including for ABM targeting. For B2B marketers, StackAdapt utilizes programmatic to deliver an increase in leads and sales to meet growth requirements and build a long-term sustainable funnel.
For more information, visit www.stackadapt.com.
About Lead Forensics
Lead Forensics is the world's #1 B2B website visitor identification software. Trusted by 60,000+ customers, Lead Forensics owns the world’s largest database of business IP addresses, enabling you to identify B2B website visitors, access contact information for key decision-makers, and get detailed website analytics. Lead Forensics has been named as one of the 100 Best Global Software companies and the software has also been named in the world’s Top 25 Best Software Products by G2. For further information, visit www.leadforensics.com
About StackAdapt
StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory, and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.
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Core ABM
GlobeNewswire | September 29, 2023
Foundry (an IDG, Inc. company) released its third annual 2023 ABM and Intent Benchmarking Study today, which dives into the uses, goals, and challenges of account-based marketing, as well as how intent data is used to fuel ABM programs and the success and challenges tech marketers see with intent.
Account-based marketing has taken the B2B marketing world by storm, and the enthusiasm shows no signs of slowing down. In fact, this year’s research found that 96% of tech marketers have a documented ABM strategy and 93% feel that their ABM efforts have been extremely or very successful, which is up from 84% when the study was conducted last year.
Here is a closer look at some of the findings from this year’s study:
Tactics and tools supporting ABM
The landscape for account-based marketing expansion looks promising, as an overwhelming 95% of marketers anticipate that their ABM budgets will increase in the next 12 months. This is a notable uptick from previous years – 90% expected an increase in 2022 and 84% in 2021.
Respondents to the survey are using a variety of ABM tactics to support their marketing objectives. These tactics include sales activation/account analytics (cited by 53% of respondents), target-account lead generation (50%), account-based advertising (48%), and content syndication, IP address intelligence, and personalization, all of which are equally cited at 47%.
Marketers are also leveraging a mix of tools and channels to support their ABM efforts. Customer marketing (43%) and paid social (40%) are the most widely used resources, followed by content syndication (32%), organic social (28%), and SEO (26%). When it comes to measuring the success of ABM initiatives, marketers use a diverse range of metrics. The top three include customer satisfaction scores (cited by 48%), site visits from target accounts (43%), and revenue generated (40%).
Intent data is fueling ABM efforts
Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns.
Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%.
When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%).
The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted.
The challenges ABM marketers face
Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%).
The same sentiment goes for intent. Marketers need help with intent data, specifically with getting their sales teams to trust the intent data quality (49%), measuring the impact of intent data on pipeline (48%), and combining intent from multiple data sources (47%).
Ninety-two percent of marketers also cited that it’s important that they know the exact sources of intent data when working with a provider. Just over half of respondents listed criteria for when they chose a data provider, such as: vendor reviews/analyst evaluations (rated as very or somewhat important by 97%), sample data that can be independently validated (97%), and peer recommendations (95%).
This research indicates that even as ABM and intent have come mainstream in B2B, marketers are now, more than ever, focused towards measuring the impact of both ABM campaigns and intent data, said Tukan Das, Vice President and Product Manager, Foundry.
For more information and to see the full results from the ABM & Intent Benchmarking study, please view the white paper.
About the 2023 ABM & Intent Benchmarking Study
The 2023 Foundry Account-Based Marketing (ABM) and Intent Benchmarking Study was conducted via online questionnaire in August of 2023. 500 total respondents with marketing titles were collected from NA (60%), EMEA (20%) and APAC (20%) regions. 40% of respondents are from the manufacturing (computer-related) industry, 27% are from high tech, and 12% from software/computer services. Others include e-commerce, independent software vendors, telecom carriers, and cloud & DC service providers. Foundry conducted the study to understand the workings of ABM and its evolution and adoption compared to traditional marketing approaches.
About Foundry, an IDG Inc. Company
Foundry helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.
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Account Management
Accesswire | September 29, 2023
Bestselling authors Dr. Raghavendra Hunasgi and Priyanka AB Brahmbhatt illuminate the path to effective marketing in their latest book.
Renowned for his transformative insights into marketing and growth, the bestselling author and co-founder of Zeebu, Dr. Raghavendra Hunasgi, is set to captivate readers once again with a powerful new addition to the world of marketing literature. His new book, "The Integrated Marketing Handbook: Your Ultimate Guide to Building a Killer Marketing Strategy," promises to be a compelling resource for those seeking to revolutionize their marketing approach. The book is co-authored by Priyanka AB Brahmbhatt, a dynamic entrepreneur, visionary thinker, and accomplished author whose innovative ideas and strategic insights have been instrumental in shaping the narrative of this compelling work.
Dr. Raghavendra Hunasgi is a recognized expert in the fields of marketing and branding. His debut book, "Unleashing Growth: 15 Growth Marketing Hacks Every Entrepreneur Should Know," which provides invaluable insights into growth marketing, was hailed as a bestseller in 2020 in the business, management, and entrepreneurship categories. His expertise and innovative approach have made him a sought-after voice in the industry.
In "The Integrated Marketing Handbook," Dr. Raghavendra Hunasgi, along with co-author Priyanka Brahmbhatt, presents a comprehensive guide to maximizing marketing reach and effectiveness by integrating various strategies. The book is a treasure trove for marketers and entrepreneurs, offering an in-depth exploration of inbound, outbound, and account-based marketing techniques. Each strategy is explored in depth, from attracting customers through content creation in inbound marketing to reaching out to customers through various forms of advertising in outbound marketing and building relationships with key accounts in account-based marketing.
Dr. Hunasgi's expertise in marketing and branding is evident as he provides practical advice on how to effectively integrate these strategies. The book serves as a practical guide, offering insights on aligning messaging, targeting the right audience, and measuring success to maximize results in today's competitive environment.
As an author, my passion has always been to delve into the diverse aspects of marketing and growth strategies. My previous book, ‘Unleashing Growth,' provided readers with proven systems for growth marketing, and now with ‘The Integrated Marketing Handbook,' I invite readers to join me on a journey through the complex world of integrated marketing. It's an honor to share these insights and experiences with my readers, says Dr. Raghavendra Hunasgi.
Priyanka Brahmbhatt adds, "‘The Integrated Marketing Handbook' is designed to resonate with a broad audience, captivating both those familiar with our previous work and those encountering our writing for the first time. We believe that this book will serve as a valuable resource for anyone looking to enhance their marketing strategies."
With these powerful insights from both authors, ‘The Integrated Marketing Handbook' is set to be a game-changer in the world of marketing literature. Those interested in securing a copy will find it readily available on Amazon: https://amzn.eu/d/flBGt0T. For media inquiries, interviews, and speaking opportunities, you can reach out to Dr. Raghavendra Hunasgi on LinkedIn.
About Dr. Raghavendra Hunasgi
Dr. Raghavendra Hunasgi is a globally recognized expert in marketing and branding. He is the co-founder and chief marketing officer of Zeebu, a pioneering on-chain B2B invoice settlement platform. His strategic insights have been instrumental in guiding Fortune 500 companies to success through insight-driven marketing. A globally-renowned entrepreneur, published author, and in-demand speaker at TEDX and conferences around the globe. He is a 21st-century leader and influencer whose words and work in the field of marketing and branding are helping organizations leapfrog to the next level. He is ranked amongst the top 100 CMOs in the world. He speaks and writes enthusiastically about brand strategy, entrepreneurship, product innovation, growth marketing, and sales. His work has been published in the Wall Street Journal, Forbes, Entrepreneur Magazine, and more.
About Priyanka Brahmbhatt
Priyanka AB Brahmbhatt is a visionary corporate governor and thought leader currently working as the executive board member for the Bankai Group of Companies. She is also a UNSDG advocate, a Forbes U 30 nominee, a Forbes NY Council member, an author and philanthropist, and a motivational speaker. She has led several narratives, especially in the tech space on gender equality and equity. She is a Data-Driven Marketeer by education and passion, holding a gold medal from the National Marketing Honor Society.
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