Advanced Field Event Marketing Strategies with ABM

Business 2 Community | January 30, 2018

Events tend to make up a large portion of marketing spend – after all, they’re a quick and efficient way to get face time with a large audience in a short period of time. What’s more, in the eyes of traditional demand gen, it was easy to measure. Booth scans and business cards generally indicated success or failure.However, in an Account Based Marketing world, quality matters more than quantity, and booth scans are no longer enough. To get the most ROI out of your events, drive more qualified prospects, and support account based approach you must change your strategy.In this post, we’ll cover how your ABM team can be most effective before, during, and after events. We’ll share event strategies that ensure greater pipeline, shorter sales cycles and ultimately, more for your bottom line.


 

 

 

Spotlight

Here is an infographic with 4 steps to ensure that you are reaching the right contactsthrough your targeted marketing initiatives.

Spotlight

Here is an infographic with 4 steps to ensure that you are reaching the right contactsthrough your targeted marketing initiatives.

Related News

ACCOUNT BASED DATA

Demandbase Partners with Snowflake to Deliver Access to Account Intelligence

Demandbase | September 15, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced the launch of Demandbase Smart Data on Snowflake Marketplace through a partnership with Snowflake, the Data Cloud company. Snowflake Marketplace, powered by Snowflake's ground-breaking approach to data in the cloud, allows companies to receive direct access to raw data products and leverage data quickly, securely, and cost-effectively. Snowflake Marketplace simplifies sharing, collaboration, and the commercialization of data, data services and applications, enabling users to unlock entirely new revenue streams and extended insights across Snowflake. "Partnering with Snowflake is a great step forward in data accessibility for B2B companies, ensuring accessibility to first- and third-party B2B data," said Asher Mathew, vice president of Go-to-Market for Data Cloud at Demandbase. "Today's buying journey is almost entirely done digitally and anonymously. In order to scale, companies need access to data and insights that will help them to better understand accounts and power their GTM strategies. Demandbase provides world-class data and intelligence to create personalized marketing and sales experiences." Snowflake customers can now leverage Demandbase Smart Data on Snowflake Marketplace and work with the Demandbase Data Cloud team to gain a true 360-degree view of their entire GTM from identification to close and beyond. Joint customers can now access over 55M accounts worldwide, leverage over 113M contacts, 19K technographics covering frontend and backend technologies, and more than 325K intent keywords to elevate their GTM. "B2B data is complex and customers are consistently running into access barriers," said Kieran Kennedy, Head of Snowflake Marketplace. "B2B data is complex and customers are consistently running into access barriers," said Kieran Kennedy, Head of Snowflake Marketplace. "Together, Demandbase and Snowflake are working to remove those challenges, helping joint customers accelerate their GTM, and hit their goals more quickly and efficiently through Snowflake Marketplace." About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

ABM ACCOUNTS

ZoomInfo Provides Technology Usage Insights for More Than 30 Million Companies

ZoomInfo | September 02, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, announced that it now delivers insights into the technology solutions used by more than 30 million companies, allowing customers to more accurately target their sales and marketing campaigns. Companies can use this technographic data to research whether a prospective buyer uses competing or complementary products and to understand an account’s technical maturity. ZoomInfo’s expanded technographic dataset now traces more than 300 million pairings between companies and the distinct technologies, platforms, and programming languages they use, arming sales, marketing, and recruiting teams with an incredibly detailed web of prospecting information about their best-fit accounts. ZoomInfo can identify technologies across more than 200 technology categories, including a company's Customer Relationship Management (CRM) software, Enterprise Resource Planning (ERP) software, and Applicant Tracking System (ATS). “Knowing which technologies your prospects use before you even pick up the phone gives sellers a tremendous head start,” said Kirti Patel, Senior Director of Engineering at ZoomInfo. “With today’s economic headwinds, sales teams are looking for every opportunity to increase efficiency, and having access to a prospect’s tech stack can transform your go-to-market engine.” ZoomInfo’s technographics pipeline accurately profiles a company’s technology stack by analyzing data from more than 20 types of sources, including first-party websites, job postings, and customer testimonials. This newly enhanced pipeline now tracks the use of more than 30,000 technologies. Customers also gain visibility into where companies are using each technology in their business, such as when a company is using a specific ecommerce solution on its checkout page or operating a chatbot solution on its home page. Additionally, tech companies can leverage ZoomInfo’s technographics data to identify their competitors’ customers, allowing sales teams to make their case for displacement and win back business. Companies that partner or integrate with other companies can also analyze technographics data to guide their partnership strategies. After identifying best-fit targets, users can improve sales productivity and win rates through personalized messaging, all within RevOS, ZoomInfo’s modern revenue operating system. Customers who use ZoomInfo’s SalesOS and MarketingOS products can search for prospects based on the technologies they use and receive alerts when companies of interest add or drop specific technologies from their tech stack. ZoomInfo’s automated sales and marketing tools also allow users to immediately take action on those insights — for example, launching an email outreach sequence or an account-based marketing campaign tailored to those prospect’s specific needs. When looking to fill roles, TalentOS users can filter and identify candidates based on their experience with specific technologies the hiring company already uses. Additionally, OperationsOS users can leverage ZoomInfo’s technographic data brick to build “lookalike” models, allowing sales operations teams to uncover their most likely buyers, based on the prospect's level of business complexity as indicated by the other tech solutions they currently use. Through significant enhancements to its machine learning algorithms and processes, ZoomInfo now constantly looks for and refreshes data about the technologies being used by individual companies, often on a daily basis. Nearly 90 percent of the active tech-to-company pairings in ZoomInfo’s platform have been updated within the past three months. “The breadth of ZoomInfo’s data puts us in a position to be able to track prospects that we can actually work with, because they usually have specific technologies that they work with that we need to be able to tap into,” said Mike Perrone, Chief Revenue Officer at Prodoscore, an employee productivity software company. “The breadth of ZoomInfo’s data puts us in a position to be able to track prospects that we can actually work with, because they usually have specific technologies that they work with that we need to be able to tap into,” said Mike Perrone, Chief Revenue Officer at Prodoscore, an employee productivity software company. For more information on ZoomInfo’s enhanced technographic data, please visit zoominfo.com/data. About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 30,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

Read More

ABM ACCOUNTS

Demandbase is First to Unify Comprehensive Sales Intelligence and Account Engagement Insights for Sellers

Demandbase | July 20, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announces the market's first unified sales intelligence and account engagement platform that's directly integrated into CRM where sellers spend most of their time. Built to deliver true Account Intelligence in a single view, this new integrated capability brings together first-party and behavioral data from Demandbase ABX Cloud and third-party data (firmographics, technographics, contact data, and news & social insights) from Demandbase Sales Intelligence Cloud. Doing so gives B2B sellers access to all the information they need to spot and close larger deals faster. This first of its kind application guides sales teams to know where and when to engage with the right accounts and decision-makers, leading to higher win rates, shorter sales cycles, and bigger deals — boosting CRM adoption in the process. "Having all the account intelligence we need for sales in a single view is a game changer," said Vikram Nair, Director and Global Head of Strategic Alliances at Equilar. "Our sellers love the behavioral and journey stage insights they have today in ABX Cloud. And they rely on the third-party data from Sales Intelligence Cloud to round out their understanding of their prospects so they can tailor their messages and find warm connections. But the holy grail of sales is to give sellers more selling time and Demandbase has accomplished that with this new unified experience. By providing engagement data, company data, people data, and more, directly within CRM, the new release allows users to rely on one source of insight into their accounts, saving them time while supercharging sales motions. It further enables a view into historical timelines of all activities, product and competitor intent, persona-based engagement heatmaps, and more. It gives users deeper visibility into every account's potential and where they are in the buyer journey, driving sales folks to engage prospect accounts with greater relevance, while boosting productivity and revenue. With this unified UI, customers can consolidate their tech stack, replacing ABM, sales intelligence, advertising, and other vendors with Demandbase One, the Smarter Go-To-Market™ solution. "The beauty of this unified sales UI is that all the data a salesperson needs is readily accessible, right in the CRM where they're already working. It's revolutionary for sales teams," says Allison Metcalfe, chief revenue officer at Demandbase. "The beauty of this unified sales UI is that all the data a salesperson needs is readily accessible, right in the CRM where they're already working. It's revolutionary for sales teams," says Allison Metcalfe, chief revenue officer at Demandbase. "No more toggling between systems or wasting time in generic outreach that doesn't drive sales. Instead, they'll have deeper insights and greater visibility into prospective deals, gaining knowledge about what buyers are doing around the web, what they engage with, who to contact (and how), and what the most relevant messaging is. The actionability, productivity, and efficacy of such functionality is practically limitless." To learn more about the new unified sales UI and to see it in action, please visit https://www.demandbase.com/solutions/abx-cloud/engagement-platform/account-based-sales/. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More