ABM ACCOUNTS

6Sense,Which uses Artificial Intelligence to Power Account Engagement, has Raised $125 million

6Sense | April 06, 2021

6Sense, an account engagement startup, announced today the completion of a $125 million series D fundraising round led by D1 Capital Partners, valuing the firm at $2.1 billion post-money. According to 6Sense, the investment will support the company's growth and product strategies, especially in the areas of machine next-best-action prediction, data analytics, and AI-powered orchestration capability.

Until engaging with sales teams, business-to-business customers are usually 57 percent of the way to a purchase decision. Furthermore, only 23% of executives are confident in the pace at which they obtain accurate observations.

In 2013, five entrepreneurs — Amanda Kahlow, Dustin Chang, Premal Shah, Shan Moriah, and Viral Bajaria — cofounded 6Sense, motivated by the belief that AI could play a role in helping close the transaction.

6Sense's product collects intent signals from known and unknown channels, such as the internet, to create customer segments based on account, behavioral intent, or a combination of the two. With machine learning-based fit ratings, 6Sense recognizes contacts and builds out tailored customer lists, assisting in the prioritization of outreach sales activities and increasing conversions. In response to sales prospects' demands, the platform also initiates marketing communications through apps such as Marketo and Eloqua. Furthermore, it allows salespeople to communicate with purchasing teams through multichannel, multitouch campaigns.

Because of its ability to better target customer communications, automation is now regarded as essential by marketers to increase campaign outreach. Email automation campaigns are among the top three strategies used by advertisers to boost efficiency, according to a new HubSpot report. Besides, according to Salesforce, 67% of sales leaders used a marketing automation platform in 2017.

The platform of 6Sense is driven by a demand graph, which catches signals and automatically links them to sales prospects. Every day, algorithms ingest historical intent data to recreate account-based buyer journeys for any given company, while also tracking the demand graph and evaluating changes in intent to score hundreds of millions of accounts and individuals.

Segment Performance Reports and Custom Talking Points are two new features from 6Sense that allow marketers to analyze trends in account interaction and development through the purchasing stages and provide driven discussion points focused on customer intent, position, and fit. Next Best Actions was introduced in February 2020, and it uses AI to provide custom development leaders with a prioritized list of actions to involve purchasing teams within a specific account.

6Sense competes with ZoomInfo to some extent. Demandbase, which has raised over $150 million in capital from high-profile investors, as well as Lattice Engines and Leadspace, are other startups in the segment.

According to Forrester, investment in marketing automation systems will increase "vigorously" over the next few years, hitting $25.1 billion annually by 2023, up from $11.4 billion in 2017. According to estimates, 55 percent of marketing decision-makers plan to boost their investment in marketing technologies, including AI and machine learning, with one-fifth expecting an increase of 10% or more.

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Spotlight

You’ve heard all about ABM strategy, now see it put to action. Join Elixiter for a review of ABM strategy, target account identification, and ABM implementation. By the end of the session, you will have a playbook for executing on your ABM strategy using Marketo’s ABM solution.

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CORE ABM

For B2B marketers, NetLine introduces their unrivalled lead management platform

NetLine Corporation | July 12, 2021

NetLine Corporation, the world's leading provider of first-party sourced buyer-level intent data, today announced the launch of its Lead Management Platform, a SaaS solution that provides B2B marketers with centralised lead capture, qualification, routing, analytics, and companion content amplification campaign capabilities through a single, easy-to-use and self-service interface. Until now, NetLine's Lead Management Platform was only available to a select group of tier 1 B2B media companies to enable their gated content and first-party data gathering experiences. Starting today, the Platform will assist B2B Marketers in converting their existing traffic into revenue-based outcomes by combining lead capture, lead management, and content amplification initiatives into a single solution, supporting NetLine's mission of democratising lead generation for all. While this is a new offering for B2B marketers, it is a tried-and-true solution that media firms have used to boost conversions and produce richer first-party data to speed up sales conversations. The following are some of the key characteristics and highlights: Unified and Predictive Login: Over 70% of viewers are instantly recognised and given the option of a zero-typing or enriched (reduced typing) experience. Most users will only need to fill out 5-7 fields, which is a 60% reduction in typing time when compared to standard and non-predictive forms. Content Format Agnostic: A single format that may be used for all types of gated content, including webinars and virtual experiences. Simplify and combine all legacy form solutions into a single audience experience and, more crucially, a single data structure with considerably more detailed user profiles. Customizable: The platform offers a plan for any need, from basic themes to fully white-labeled user experiences that mimic the exact site template. Advanced Reporting Capabilities: Campaign reports that are updated in real time and interactively provide information on campaign performance, content resonance, and persona interaction. Interactive visualisation features such as dynamic pivot tables, heatmaps, and custom setups provide a new degree of transparency into content consumption behaviour, allowing campaign performance to be improved more quickly. Real Time Connectors: Marketers can utilise thousands of third-party connectivity possibilities in minutes, including straightforward, ready-to-use interfaces with Salesforce, HubSpot, and Marketo, to ensure that leads created by their content join the nurture path and/or sales cycle effortlessly. On Demand Scale: With no IOs, no discussions, and no phone conversations, Marketers can tap into incremental scale and amplify their content to reach the target audiences of their choice — and within their own unique budgets, owing to open auction CPL pricing — in minutes. Simply convert your native campaign, set a budget, and you'll get instant access to the web's largest amount of content-produced B2B buyer-level data, with over 700,000 first-party leads generated each month across more than 300 sectors. Flexible Plans for Every Marketer: NetLine was created with democratisation in mind, and offers plans ranging from free to $199 per month, depending on the marketer's demands. "Until now, B2B marketers needed at least a handful of technologies to run their lead gen programmes: software to capture, enrich, scrub, filter, fulfil, and report within their own sites, as well as an entirely different suite of vendors to amplify their content beyond the reach of their inbound forms," said David Fortino, NetLine's Chief Strategy Officer. "B2B marketers can now do it all with a single self-service interface." “Whether they want to consolidate lead gathering or establish a centre for qualifying, routing, analytics, and companion content amplification campaigns, the platform can handle it all, allowing B2B marketers to cut expenses while increasing efficiency.” Robert Alvin, NetLine's CEO and founder, expressed his excitement for what the Lead Generation Platform might provide B2B marketers. "At a time when accelerating first-party data gathering is mission-critical for Marketers, we're happy to offer a platform that is not only focused on making this accessible for Marketers, but also proud to be giving excellent value at a competitive pricing point,". About Netline Corporation: NetLine Corporation provides B2B Marketers with the reach, technology, and knowledge they need to achieve scalable lead generation and sales funnel acceleration. NetLine, the world's largest B2B content syndication lead generation network, reaches 125 million unique visitors per month and processes over 700,000 leads across 300 industries. As professionals consume content directly across the network, NetLine's AudienceTargetTM technology promotes prospect discovery, quality customer lead acquisition, and buyer engagement from genuine prospect intent. All clients can achieve lead generation success because to superior quality, on-demand access, and advanced campaign reports.

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ABM ACCOUNTS

Byonic.ai Redefines the Future of Digital Marketing

Byonic.ai | August 24, 2021

The next generation of AI- and ML-powered marketing is coming soon. Byonic.ai is the first-of-its-kind end-to-end platform for personalized lead insights, creative content, account intelligence, intent-based data, account-based marketing, and marketing automation. It allows data-driven teams to align their marketing, product, and customer success goals with revenue growth and sales. Byonic.ai uses an extensive database that identifies the purchasing intent and habits of in-market prospects at various points in the sales and marketing cycles. AI capabilities target the right people at the right time, providing users with unparalleled real-time engagement opportunities that help turn prospects into well-qualified customers. The platform uses predictive and actionable insights to discover the highest-quality leads for more successful marketing and sales outcomes. Users can measure campaign success with extensive reports and analysis. The end-to-end repeatable process embedded within Byonic.ai allows users to: discover, build, target, deliver, analyze, engage, and convert. Account intelligence finally meets artificial intelligence. How Byonic.ai Works Byonic.ai will revolutionize digital marketing for: Marketers MarTech/Operations specialists Demand gen professionals Sales professionals Agency/media partners Client success professionals B2B marketing and sales professionals can use the platform in several ways: To discover which marketing strategies resonate best with audiences To use first-party intent signals to unlock insights from prospective buyers To learn what campaigns are the most effective and generate the greatest ROI To use AI to predict your marketing funnel and the highest quality lead potential To segment data based on budget, interest, time, and authority "Most platforms weren’t built as a one-stop-shop for all your marketing campaign needs," says Snehhil Gupta, Chief Technology Officer, at Bython Media, creators of Byonic.ai. "Now, you get a full suite of end-to-end capabilities that include account intelligence, lead insights, marketing automation, and creative content, powered by AI/ML and wrapped in one simple and intuitive platform to run smarter campaigns." Byonic.AI will launch in Fall 2021. Marketing and demand generation professionals can sign up for an early demo on the company's website, http://www.Byonic.AI.

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CORE ABM

ABM Platform Madison Logic Announces Advanced Measurement Capabilities that Display Pipeline Impact and Marketing ROI

Madison Logic | April 01, 2021

Madison Logic, the leading global digital ABM platform, announces the introduction of ML Platform v3 with updated Journey Acceleration Measurement features, delivering full-funnel performance visibility and pipeline effect monitoring. Journey Acceleration® Measurement is a feature of the ML Platform that uses a simple integration with Salesforce to provide customers with advanced measurement across various ABM platforms and accelerated stages of the buyer's journey within their targeted accounts. "The full-funnel visibility unlocked in ML Platform with Journey Acceleration Measurement offers B2B marketers what is most essential for driving growth: insights and data around campaign volume, pipeline conversion rate, as well as the intrinsic value of sales impact and ROI - all in one place," said Tom O'Regan, CEO, Madison Logic. Madison Logic's Journey Acceleration Measurement offers improved reporting of multi-channel digital ABM engagement, providing sales and marketing with comprehensive perspectives through all points of the buyer's journey. This update, powered by a smooth integration with Salesforce, allows B2B marketers to track and maximize multi-channel account interaction and campaign performance, as well as record direct effects on pipeline and revenue. "While account-based marketing (ABM) has established itself as a strategic growth imperative for B2B companies of all sizes, sectors, and regions," wrote Bob Peterson, VP Principal Analyst with Forrester Research in a 2018 blog post, "not all marketers have been swift to update their reporting performance to demonstrate their contributions in an ABM environment." "Best-in-class ABM systems concentrate on a comprehensive and adaptable assessment methodology to support them in articulating results towards specific goals." Madison Logic, the world leader in digital account-based marketing, offers account intelligence, multi-channel media activation, and best-in-class measurement, all while leveraging a core strategic relationship with Merkle B2B, the leading technology-enabled, data-driven customer experience management (CXM) firm, and strong integration with LinkedIn Marketing Solutions. All three companies collaborate to provide customers with the ability to assess digital advertising success through three marketing platforms on a single cohesive, interconnected platform. "Measuring the efficacy of our account-based marketing is crucial to securing stakeholder buy-in," says Maura Smith, Senior VP Marketing at Pepperjam, a privately operated performance marketing agency, and the first BETA client to use Journey Acceleration® Measurement. "With our integration with Madison Logic, we can easily show the effect of ABM on pipeline velocity and progression and apply data-driven optimizations." The following reporting capabilities are available with Journey Acceleration Measurement: Seamless integration with Salesforce Digital ABM reporting in real-time and through multiple channels Key metrics on with sales on content engagement, digital research activity, and installed technology. Validation of the 3Vs of pipeline and revenue: volume, value, and velocity "With innovative targeting and impactful implementation, Madison Logic has accelerated marketing's impact on pipeline and sales," said Bob Ray, Global CEO of Merkle | DWA, and Head of Global Agency Services for Merkle B2B, the first end-to-end integrated B2B agency. "The launch of Journey Acceleration Measurement underscores our decision to build key partnerships with Madison Logic and LinkedIn Marketing Solutions." Giving our joint customers advanced proof that their investments are fueling success is just the most recent example of how we're shaping the future of ABM together." Madison Logic's partnership with Merkle B2B incorporates insights from Madison Logic's ML Data Cloud and Merkle's identity solutions to identify and prioritize clients' most active customers. About Madison Logic Madison Logic allows B2B marketers to turn their best accounts more efficiently by locating and communicating with the most important people in the buyer's journey.

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