'SaaS today is characterized by speed and quality' says Assaf Eisenstein, Co-Founder at Lusha

Assaf Eisenstein, Co-Founder & President at Lusha elaborates on their simple yet powerful self-service products curated for B2B salespeople. Read on to know more about his thoughts on the impact of automation on the B2B landscape and the challenges he sees on the horizon for the industry.

Despite the explosion in new technologies, many salespeople are still relying on outdated, untargeted methods of reaching potential clients.

MEDIA 7: Could you give our readers a sense of the demographic of Lusha and tell us a little about your culture?
ASSAF EISENSTEIN
: Lusha was founded by Assaf Eisenstein and Yoni Tserruya in 2016 with the aim of creating the world’s largest crowdsourced data community for B2B salespeople or a “Waze for salespeople.”
Before Lusha, Yoni worked as an iOS Developer and created mobile applications focusing on the user experience, while Assaf created technology solutions for HR specialists. In 2016, Yoni and Assaf met and recognized that the process for salespeople to find accurate B2B data was laborious and time-intensive. Salespeople spend approximately 65% of their time on non-sales activities, rather than on the phone pitching prospects. Salespeople often have to search multiple online sources just to get the information they need. Lusha was created as a salesperson’s personal helper, allowing salespeople to easily identify their target audience, find their future customers, and create a personal connection.

M7: Since its inception, Lusha has been helping B2B salespeople through its simple yet powerful self-service products. Could you please give us an insight into some of these products and services?
AE:
Until recently, B2B sales and marketers were using a “spray and pray” approach, reaching a high volume of potential customers with low relevance. As a result, salespeople spend around 65% of their time on non-sales and administrative activities, rather than engaging potential customers. This costs time and money that could be otherwise spent on growing businesses. Lusha’s cloud-based platform provides sales professionals and teams easy access to enterprise-grade solutions, to identify their ideal target buyer, and gain data-driven insights on who they approach as a potential customer, when, and why. The community members enable Lusha to provide the most accurate data through constant validation and enrichment of its database. Lusha’s community enables salespeople to validate contact information (that you’d normally find on a business card), and company insights, which validates Lusha’s data and ensures high accuracy. The company's community approach and affordability also ensure that salespeople from organizations of all sizes have access to the data they need to optimize their sales outreach. Since February, the Lusha community has expanded from over 520,000 sales professionals and 167,000 sales organizations to 800,000 and 273,000 respectively with little signs of slowing. We have also been hard at work developing and improving our product offerings and usability, while maintaining affordability, to provide organizations of all sizes access to the top-quality data and company insights they need in order to optimize their sales outreach. We continue to prioritize data quality and accuracy, ensuring our data remains consistently of the highest quality as well as fully compliant with world-class privacy standards and requirements.

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A major issue with the current privacy regulations is that they paint all data with the same brush and don’t discriminate protection based on risk factors or exploitability.


M7: What are the top challenges you see for the industry in general and Lusha this year?
AE:
The most overarching challenge I see for the industry is the broken state of affairs for B2B sales. Despite the explosion in new technologies, many salespeople are still relying on outdated, untargeted methods of reaching potential clients. These tactics are a lose-lose as they waste everyone’s time and can even damage a brand’s reputation. Many services claim to give salespeople the data they need, but they can often be partial and cumbersome solutions.
Another challenge for companies like Lusha seeking to leverage data and change the ecosystem is privacy. There is an understandable concern for data protection and strict regulations (like the GDPR and CCPA) have passed as a result. Lusha is proud to be a leader in this field, having recently received the highly valued ISO 27701 certification for processing personal identifiable information. Furthermore, Lusha is one of the only SaaS companies whose entire legal, compliance, and privacy teams are IAPP (International Association of Privacy Professionals) certified. We understand the value of data to make buyers and sellers happier while taking all the steps necessary to ensure privacy.

M7: How do you see automation and artificial intelligence impacting the B2B landscape in the near future?
AE:
With the rise of the digital era, the business has become increasingly data-reliant and -driven. Having grown to recognize that a timely and accurate understanding of data can drive unprecedented productivity and results at every level of their operations, businesses have placed data at the heart of their operations. And, with consumers having grown accustomed to highly personalized customer experiences – with many even willing to provide their personal data, such as age, gender, contact information, and more, to receive it – consumer data is more easily attainable than ever before.

As a result, issues around data privacy have also come into the spotlight, becoming a growing concern, of regulators and lawmakers are clamping down on – evidenced by the introduction of GDPR and CCPA standards. While this drive to protect the privacy of consumers is well-intentioned, the implications to businesses have been significant, as limiting their access to data means limiting the services they can provide and the level of efficiency and accuracy with which they can function. A major issue with the current privacy regulations is that they paint all data with the same brush and don’t discriminate protection based on risk factors or exploitability. This means much of the ‘shallow’, publicly available data businesses use to thrive, such as job title, work email, etc, is often subjected to the same privacy standards as sensitive personal medical or financial information. In order to for these regulations to be effective without hindering business, regulators need to aim to balance consumers’ rights to data privacy with business needs. By reassessing the handling of data to differentiate what is and is not publicly available, sensitive, or potentially exploitable, we can move away from ‘blanket protection’ to redefine privacy standards that are beneficial to consumers and businesses alike.

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The exceptional quality of products released into the market at record speed is brought on by a hyper-adoption of new technologies.

M7: What do you see as the most noticeable change right now happening in the workforce, encouraged by the rise of digital technologies?
AE:
The most noticeable change, I would say, is the pace. The pace at which development, production, and delivery is happening. SaaS today is characterized by speed and quality. The exceptional quality of products released into the market at record speed is brought on by a hyper-adoption of new technologies.

M7: According to you, how should start-ups approach their branding that establishes credibility, expertise, and experience?
AE:
The most important things B2B brands can do to establish themselves is to know their customer and to match their strengths to the buyers they can best serve. Lusha for example always tries to establish a direct relationship with its customers, to understand how to best suit our services to their needs. We understand what we are good at, and we understand what B2B businesses want, and the best way up is to connect the two in the most streamlined way possible. Another key concept here is improvisation. The world has been changing at a dizzyingly rapid pace over the last few years, and this means unexpected shocks are becoming increasingly the norm. Those brands that can roll with the punches, adapt, and continue to meet changing consumer expectations – are the brands that will thrive.

ABOUT LUSHA

Lusha is a crowdsourced data community and sales intelligence platform which empowers B2B sales professionals to identify, engage and close qualified prospects thanks to accurate and accessible data. Lusha recommends relevant prospects and organizations, eliminating cumbersome research and allowing salespeople to focus on selling. Lusha’s community approach ensures that salespeople from organizations of all sizes have access to accurate sales data. Lusha was founded in 2016 by Assaf Eisenstein and Yoni Tserruya and is headquartered in Tel Aviv, Israel. Lusha’s community has expanded to nearly 800,000 sales professionals and 273,000 sales organizations including Google, Microsoft, Dropbox and Uber.

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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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Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

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