Q&A with Clive Armitage, CEO at Agent3

Clive Armitage, CEO at Agent3, co-founded Agent3 in January 2013 to help organizations use data, technology and content to build better sales pipelines that are quicker to close, typically through innovative Account Based Marketing (ABM) programs. Prior to starting Agent3, Clive was the CEO of Bite Communications; an international communications agency that he co-founded in 1995 with four others and which grew to more than 300 people in 14 offices by the time he left to start Agent3. During his career, Clive has worked in South Africa and San Francisco and is now based back in London where he lives with his wife and three children.

We use data to understand the need of the buyer and technology to engage the buyer at the right time, via the right format.



MEDIA 7: What inspires you the most about the marketing and communications industry?
CLIVE ARMITAGE:
I’ve always loved the ingenuity of marketers; that amazing ability to come up with fresh, creative ideas that help a brand meet its commercial goals.  It’s truly energizing to be in an industry where survival means coming up with better and better ways to support a brand in reaching its stakeholders profitably and memorably.


M7: How does Agent3 help marketers keep up with changing shifts in the market and meet their expectations?
CA:
We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.  Building that trust takes years of hard work and diligence but I think we’re now at a point where, from a scale perspective with around 160 people in 7 locations, we act as a trusted partner for our client base.  It also helps that we have an intellectually curious set of employees who span everything from data science to creative writing.  Our people work exceptionally hard at delivering innovation created within Agent3 as well as watching where innovation may be happening elsewhere, in order to ensure they can truly advise their clients in the right way.


We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.



M7: How does Agent3 help sales teams understand and present their products in an engaging manner?
CA:
Working with our marketing stakeholders (who are often the budget holder too…) we work with sales to align their efforts with marketing programs into key and named accounts.  Accordingly, we arm sales teams with key insights into those key accounts through our Insights and Intelligence division.  Our positioning specialists, The Craft, then work with sales teams to create compelling value propositions that can differentiate their brand when talking to key accounts.  We also provide creative assets for sales teams to utilize at every touch point in the buying process.  And lastly, we will provide access to technologies such as our in-house developed social selling application SOsell that will help drive better engagement for sales teams into their key accounts.


M7: Agent3’s product SOsell was awarded the Marketing Excellence Award for Enabling Sales to Accelerate Growth by ITSMA. How has this AI-enabled social selling application helped your clients accelerate their growth?
CA:
Over the last 18 months, selling has naturally had to shift from a historically face-to-face biased activity to a predominantly social and digital model.  So any brand that has been able to adapt to this shift fastest has been able to grab market share as a result.  SOsell works by making social selling easy for sellers; it’s an application that is designed to utilize AI to provide the user with intelligence about when to post content on social channels, what content to post and when.  SOsell takes the effort out of social selling and as a result, has been really well received by its users.


If you are not utilizing the power of data, technology and content then you are failing to be a modern marketer.



M7: What are some of the biggest marketing challenges caused by the Covid-19 pandemic? How does business social media help bridge the gap?
CA:
The obvious challenge created by Covid is that physical events, have just not been possible.  Given conferences and exhibitions have often been significant activities for marketing to focus on, and coalesce campaigns around, marketers have had to look for alternatives methods to engage customers and prospects.  Step forward digital engagement.  What has been fascinating to see is how marketing teams and agencies have quickly pivoted to using digital engagement to plug the gap caused by the lack of physical contact.  As a result, thoughtful, well-developed content that is delivered across multiple channels to audiences at the point of interest, has become much more sophisticated during the pandemic.  And increasingly, it’s hard to imagine that, as the pandemic diminishes in impact, marketing teams will revert back to more traditional forms of engagement; the digital/social genie is well and truly out of the bottle.


M7: According to you, how can organizations build better sales pipelines using data, content and technology in the present times?
CA:
Think about your personal experience; if someone targets you for sales and marketing purposes, you’re likely to respond if the approach is timely, personalized and relevant, right?  Well, that’s what data, technology and content allow us to do when targeting buyers.  We use data to really understand the need of the buyer.  We use technology to engage the buyer at the right time, via the right format.  And we use compelling content to create an emotive reaction that is likely to drive engagement.  Frankly, if you are not utilizing the power of data, technology and content then you are failing to be a modern marketer.

ABOUT AGENT3

Founded in 2013, Agent3 is the global leader in the field of true end-to-end ABM programs informed by insight and data, and driven by audience focused content. With customers including LinkedIn, Pure Storage, Intel and Sony, Agent3 has offices in London, Woodbridge (UK), Sydney, Sofia, New York and San Francisco.  Agent3 helps its customers achieve more, and better, opportunities for greater wallet share, engagement and perception change by combining constant innovation across data, technology and creativity for its proven ABM programs.

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Banzai Executes LOI to Acquire Top Rated Lead Generation Platform, IGLeads

GlobeNewswire | January 08, 2024

Banzai International, Inc. (NASDAQ: BNZI) (“Banzai” or the “Company”), a leading marketing technology company that provides essential marketing and sales solutions, today announced that it has signed a non-binding letter of intent (the “LOI”) to acquire IGLeads, a cutting-edge automated lead generation platform. Unlike competitive products that rely on firmographic data, IGLeads uses search criteria leading to 100% verified, targeted lead generation. With the proposed strategic acquisition of IGLeads, Banzai would be poised to significantly enhance its audience acquisition services, executing its strategic commitment to acquiring best-in-class, data-focused products that serve marketers everywhere. IGLeads stands out as a top-rated lead generation solution that uses search criteria, rather than firmographic filters, to extract valuable contact data from the most extensive public databases and leading social media platforms, all in one interface. IGLeads enables marketers to construct qualified, target audiences based on intent signals such as conversation topics and interests, rather than traditional firmographic filters. “IGLeads has built a unique way to deliver verified target audiences based on interest, intent, and social engagement versus traditional firmographics. IGLeads is well suited for Banzai’s customers, and we’re excited to have a chance to integrate its capabilities into our other offerings,” said Joe Davy, CEO and Founder of Banzai. “Brandon has built an efficient, profitable, and high-growth business. We’re excited to take it forward to the next stage of growth.” Compelling Strategic and Financial Benefits Profitable growth business: IGLeads is a highly profitable, rapidly growing business that Banzai can leverage to drive additional scale and acquisition opportunities. Complementary product offering: Banzai intends to integrate IGLeads’ all-in-one lead generation platform to better serve existing customers with cross-sell opportunities. Highly rated: IGLeads has close to 1,000 customers and is one of the top-user-rated lead generation solutions with a 4.7 star rating on TrustPilot. Brandon King, CEO and Founder of IGLeads commented: “Getting IGLeads to this point is a testament to the hard work and success of our team, and we believe IGLeads would be a notable addition to the Banzai platform and to Banzai’s customers. We are excited to pursue an opportunity to join Banzai and support the progression of their award-winning innovation initiatives that are working to democratize data in the MarTech space.” About Banzai Banzai is a marketing technology company that provides essential marketing and sales solutions for businesses of all sizes. On a mission to help their customers achieve their mission, Banzai enables companies of all sizes to target, engage, and measure both new and existing customers more effectively. Banzai customers include Square, Hewlett Packard Enterprise, Thermo Fisher Scientific, Thinkific, Doodle and ActiveCampaign, among thousands of others. Learn more at www.banzai.io. For investors, please visit https://ir.banzai.io/ About IGLeads IGLeads.io, established in 2021, provides innovative solutions in social media and B2B scraping across multiple platforms, offering an efficient lead generation service without the need for logins or proxies. Our team of experts is committed to excellence, customer satisfaction, and integrity. We pride ourselves on staying ahead of industry trends and adapting to meet our clients' diverse needs in the Technology SaaS sector. As a leader in this field, we offer tailored support for businesses of all sizes, aiming to drive success and growth through effective lead generation.

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Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. 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Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. 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Banzai Executes LOI to Acquire Top Rated Lead Generation Platform, IGLeads

GlobeNewswire | January 08, 2024

Banzai International, Inc. (NASDAQ: BNZI) (“Banzai” or the “Company”), a leading marketing technology company that provides essential marketing and sales solutions, today announced that it has signed a non-binding letter of intent (the “LOI”) to acquire IGLeads, a cutting-edge automated lead generation platform. Unlike competitive products that rely on firmographic data, IGLeads uses search criteria leading to 100% verified, targeted lead generation. With the proposed strategic acquisition of IGLeads, Banzai would be poised to significantly enhance its audience acquisition services, executing its strategic commitment to acquiring best-in-class, data-focused products that serve marketers everywhere. IGLeads stands out as a top-rated lead generation solution that uses search criteria, rather than firmographic filters, to extract valuable contact data from the most extensive public databases and leading social media platforms, all in one interface. IGLeads enables marketers to construct qualified, target audiences based on intent signals such as conversation topics and interests, rather than traditional firmographic filters. “IGLeads has built a unique way to deliver verified target audiences based on interest, intent, and social engagement versus traditional firmographics. IGLeads is well suited for Banzai’s customers, and we’re excited to have a chance to integrate its capabilities into our other offerings,” said Joe Davy, CEO and Founder of Banzai. “Brandon has built an efficient, profitable, and high-growth business. We’re excited to take it forward to the next stage of growth.” Compelling Strategic and Financial Benefits Profitable growth business: IGLeads is a highly profitable, rapidly growing business that Banzai can leverage to drive additional scale and acquisition opportunities. Complementary product offering: Banzai intends to integrate IGLeads’ all-in-one lead generation platform to better serve existing customers with cross-sell opportunities. Highly rated: IGLeads has close to 1,000 customers and is one of the top-user-rated lead generation solutions with a 4.7 star rating on TrustPilot. Brandon King, CEO and Founder of IGLeads commented: “Getting IGLeads to this point is a testament to the hard work and success of our team, and we believe IGLeads would be a notable addition to the Banzai platform and to Banzai’s customers. We are excited to pursue an opportunity to join Banzai and support the progression of their award-winning innovation initiatives that are working to democratize data in the MarTech space.” About Banzai Banzai is a marketing technology company that provides essential marketing and sales solutions for businesses of all sizes. On a mission to help their customers achieve their mission, Banzai enables companies of all sizes to target, engage, and measure both new and existing customers more effectively. Banzai customers include Square, Hewlett Packard Enterprise, Thermo Fisher Scientific, Thinkific, Doodle and ActiveCampaign, among thousands of others. Learn more at www.banzai.io. For investors, please visit https://ir.banzai.io/ About IGLeads IGLeads.io, established in 2021, provides innovative solutions in social media and B2B scraping across multiple platforms, offering an efficient lead generation service without the need for logins or proxies. Our team of experts is committed to excellence, customer satisfaction, and integrity. We pride ourselves on staying ahead of industry trends and adapting to meet our clients' diverse needs in the Technology SaaS sector. As a leader in this field, we offer tailored support for businesses of all sizes, aiming to drive success and growth through effective lead generation.

Read More

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Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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