ABM perfectly complements sales and marketing strategies, says Tim Kopp, CEO at Terminus

Media 7 | February 17, 2022

The alignment of ABM with marketing and sales strategies is important simply because ABM flips the traditional approach towards generating leads while helping marketers develop a customized approach for every customer. Tim Kopp, CEO of Terminus, elaborates on the various benefits and functions of ABM in this interview with Media 7. Read on to find out the best way to leverage ABM, target accounts, and generate leads.

ABM empowers marketers to truly understand their customers’ journeys — knowing what they need, providing a solution, and increasing loyalty.

MEDIA 7: With a decade in leadership roles within the marketing landscape, how does this influence your approach towards the B2B and software space?
TIM KOPP:
When I first ventured into B2B marketing, it was all about leads — demand generation with a side of product marketing and brand. At the time, I believed that these were three separate disciplines operating independent of each other, but it turns out they’re inextricably linked. Simply put, the magic happens when all three gears are clicking together. Relationships become the underpinning for this, it creates a flywheel between employees, customers, and the market. A powerful movement that others want to be part of.

So how does this impact leadership? As a marketer, I thankfully learned that it wasn’t about being the smartest person in the room. Building relationships is about knowing what questions to ask and leading with "humble confidence." You’re confident in your own capabilities, but you’re also humble enough to know that you don’t know everything. You’re willing to reach out to others, make connections, ask questions and learn from those people. Getting the right people in place to align the best team — and then maintain that alignment — is the hard part.

I think my approach has evolved along with MarTech’s evolution. B2B is now becoming very much like B2B (it’s all Business to Human).  ABM allows you to humanize marketing, build relationships while still collecting and using data. We talk about having lots of data, and there’s value in data. Leveraging that data in real-time is now the key.


M7: From being an up-and-coming startup in 2015 to an industry disruptor, Terminus is now recognized as a leader among Customer Data Platforms (CDP) by Forrester, has ranked on the 2021 Inc. 5,000, and more, under your leadership. What were the key aspects of your strategy that drove this growth?
TK:
Eighty-eight percent of marketers don’t have confidence in their data. Crazy, right? And, if we don’t trust the data we use to influence our marketing decisions — that’s a huge problem. Terminus CDP solves this issue. With the acquisition of Zylotech and the launch of Terminus CDP, we’re enabling marketers to continuously clean and enrich their account and contact data.

A standalone CDP collects, tracks, and updates data on everyone within target accounts. Our key strategies include evolving our platform to: 

  • Automatically discover new contact and account data to help scale ABM efforts.
  • Connect powerful engagement channels with the first-party data to execute multi-channel ABM to generate higher ROI and bigger impact.
  • Generate a trustworthy, unified view into customer insight.
  • Increase efficiency and accuracy of marketers’ and salespeople’s unified outreach.
 

Read More: "CMOs must champion the customer," advises Steve O'Neil Director at Agent3


Eighty-eight percent of marketers don’t have confidence in their data.



M7: What’s your view on the relationship between ABM and sales? How do you think these departments should integrate?
TK:
It’s simple: marketing and sales have to be in alignment for the success of ABM. Alignment matters because ABM flips the traditional approach of generating leads on its head. It doesn’t adhere to the idea that a full sales funnel will create a trickle-down effect leading to high conversion rates. Instead, ABM enables marketers to refine the criteria by which they identify buyers. While marketers might not have the same amount of leads, each lead is targeted and relevant — and thus more likely to convert.

ABM provides the perfect complement to support a range of sales and marketing strategies like account nurturing, personalization, and retargeting. But it requires collaboration to identify the best accounts to target, build buyer profiles, create strategic content, launch campaigns that incorporate ABM, and measure and monitor the data, adjusting as needed. Ideally, companies should champion a partnership between ABM and sales. This collaboration will lead to more accurate account targeting, increased conversions, and long-term, sustainable revenue outcomes.


M7: According to you, what does it mean to be ‘customer-centric’ in the context of ABM?
TK:
A multi-channel ABM approach generates deep customer insight for all accounts, which in turn, allows marketers to develop a customized approach for every customer. The questions marketers ask through ABM naturally builds that customer-centric focus by:

  • Facilitating deeper, richer conversations with customers.
  • Identifying opportunities within existing accounts.
  • Increasing account penetration via margin, revenue and wallet share.

ABM empowers marketers to truly understand their customers’ journeys — knowing what they need, providing a solution, and increasing loyalty. The data insights marketers can gather from ABM makes it much easier to focus on the customer.

Read More: Affise’s founder Dimitri Zotov believes that Partner Marketing space will see huge growth in the next few years.


ABM enables marketers to refine the criteria by which they identify buyers.



M7: What should be a company’s key areas of focus when selecting the right accounts to target?
TK:
When refining your focus to choose the right accounts for an ABM campaign, you need to first identify your campaign goals. Once the marketing and sales teams agree on the objective, it’s easier to identify those accounts. Target accounts should:

  • Add credibility to your brand since their logos and testimonials create legitimacy and social proof.
  • Fit within your ideal customer profile (ICP). The Terminus CDP, for example, has a marketing automation tool that can automatically flag best-fit or right-fit companies. A range of intelligence tools helps you find companies that fit your ICP.
  • Increase the likelihood of closed-won.
  • Share commonalities. Examine the highest-value accounts to start, and analyze their data to see what they have in common. Use that analysis to inform your ABM campaigns.


M7: If you had to advise our readers on tackling ABM in the present market landscape, what are some of the top 3 priorities they should focus on?
TK:
With new analytics and technologies popping up every day, B2B marketers have a heap of tools to identify buyers. ABM complements a multi-channel marketing strategy, but to use it effectively requires a new approach to target, retain and expand accounts.

Top priorities for ABM marketers include:
  • Moving quickly to combat the loss of third-party cookies. We’re moving to a first-party world faster than most marketers realize. To fully benefit from ABM, marketers should cultivate first-party, account-based audiences and opt for IP-based display advertising and direct connections with walled gardens.
  • Taking advantage of ABM platforms’ abilities to serve multiple functions. Marketers can use these platforms to target specific accounts and audiences via multiple channels like email, programmatic display ads, website personalization and more.
  • Not viewing ABM as an “all or nothing” affair. Demand generation and ABM can — and should — complement each other. Companies should consider integrated solutions incorporating a mix of ABM and marketing automation to interact with prospects and customers.

ABOUT TERMINUS

Terminus is the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM). The platform, Terminus Engagement Hub, connects the first and third-party data needed to understand both customers and prospects, with the most robust suite of engagement channels—including ads, chat, email, and web—available. Terminus powers multi-channel ABM for thousands of brands globally including DHL, G2, Outreach, and TripActions. Terminus is proud to be a G2 leader in ABM for 15 consecutive quarters. Visit terminus.com to learn more or connect with us on Twitter and LinkedIn.

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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. 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Read More

BUYER INTENT DATA

Bombora Offers Visitor Insights With Real-Time Capabilities for Precise Personalization

EIN News | June 01, 2023

Enterprise businesses and online publications can now obtain demographic, firmographic, and B2B interest data on website visitors. That’s thanks to a low-latency solution from Bombora called Visitor Insights (VI) with Real-Time Capabilities, the company announced today. At the same time, Bombora has begun a search for customers for its pilot program who will receive first access to a new solution, called Bombora Company Surge® Signals, or Signals, for short. VI with Real-Time Capabilities is the only first-party visitor tag that connects visitors to Bombora’s proprietary Intent data so enterprises and publishers can conduct powerful on-site advertising while simultaneously analyzing their visitors to personalize the content shown and prove value to advertisers. Signals will enable customers to create target account lists showing Intent that will incorporate sophisticated, proprietary algorithms using Company Surge® data, the user’s goals, and other custom inputs by the user. This new solution integrates results from the user’s Bombora Historical Buyer’s Journey Analysis, delivering insights that are easier to access and apply to their sales and marketing campaigns. “We tested the competitors, and Bombora’s Visitor Insights performed the best,” said Snowflake Senior Director of Account-Based Marketing Hillary Carpio. “Our marketing intelligence teams appreciate the ability to enable site personalization with enriched visitor data, and particularly the enhancement of the sales signal: The power to know when your active prospects are on your website — at that moment.” VI with Real-Time Capabilities helps companies accomplish a number of tasks. Among them: Build and Deliver Audiences: Within Bombora’s Digital Audience Builder, companies can combine VI with Real-Time Capabilities data with Company Surge® data to create targeted ads using even more data points Historical Visualization for Analysis: Companies can view historical first party data alongside third party data to better understand visitor interest and build stronger account-based campaigns Javascript response to page: The tag shows companies which topics a particular visitor consumed, enabling the company to feed that data into a third-party tool to learn not just which topics interest them but exactly which pages contain content on those topics and should be used to personalize the homepage to each visitors’ exact interests “Every business with a website wants to know who’s visiting and why,” said Bombora President Mark Connon. “As it gives new powers to B2B sales and marketing teams, Bombora continues to innovate to serve the growing needs of its enterprise and publishing partners. And as our team creates the next big intent solution, Company Surge® Signals, we welcome the pilot participants who can help us perfect it and shape the future of Intent data.” To learn more about VI with Real-Time Capabilities, email sales@bombora.com or register for the upcoming webinar. To inquire about the pilot program for Company Surge® Signals, email ethornhill@bombora.com. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

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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™.

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Bombora Named A Leader in B2B Intent Data Providers Evaluation by Independent Research Firm

EIN News | May 31, 2023

Bombora, the leading provider of B2B Intent data solutions, has been named a Leader in The Forrester Wave™: B2B Intent Data Providers, Q2 2023. “Bombora’s current offering features some of the strongest buying cycle analysis in the industry, outstanding accuracy, and a differentiated means of capturing B2B intent,” according to the Forrester report. “Its Company Surge methodology has become the de facto industry standard for noise filtering, and its co-op of more than 5,000 sites is a differentiator due to the exclusivity agreements it’s negotiated with 87% of the sites.” One of the originators of the B2B Intent data industry, “Bombora is a trusted source for both clients and other intent providers,” according to the Forrester report. 6Sense and Madison Logic, two other companies named Leaders in the report, have integrated Bombora data within their offerings. “Bombora’s strategy has always been to make our Intent data available within the tools that sales and marketing teams use on a daily basis, and we believe the Forrester Wave proves that our data is the fuel powering the B2B insights landscape,” said Mark Connon, President of Bombora. “For us, our Leader position is a testament to the product we’ve built.” Bombora was one of only two companies that received a “5” rating from Forrester in the Data Acquisition & Processing criteria, and the only company to receive the same score in the Reporting & Insights criterion. Bombora also received the second highest number of 5/5 scores in the Wave, doing so in twelve out of 26 criteria. Forrester evaluated companies on criteria from three high-level categories: -Current offering. Each vendor’s position on the vertical axis of the Forrester Wave graphic indicates the strength of its current offering. Key criteria for these solutions include data coverage, data granularity, intent data types, data acquisition and processing, accuracy and noise filtering, customer marketing, retention, cross-sell, data security and compliance, analytics capabilities, reporting and insights, and data delivery. -Strategy. Placement on the horizontal axis indicates the strength of the vendors’ strategies. We evaluated vision, innovation, roadmap, partner ecosystem, pricing flexibility and transparency, and global delivery strategy. -Market presence. Represented by the size of the markers on the graphic, our market presence scores reflect each vendor’s number of enterprise-level intent customers and product revenue. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

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