BUYER INTENT DATA

Affinity Announces New Executive Leaders

Affinity | July 01, 2022 | Read time : 02 min

New Executive Leaders
Affinity, a relationship intelligence platform for dealmakers, has hired Dustin Deno as Chief Revenue Officer (CRO) and Rich Bessel as Vice President of Design from Robinhood and Showpad.

Deno has over 15 years of SaaS experience, including building and scaling sales teams at Salesforce and Showpad. Deno will lead Affinity's velocity sales organization and will continue to execute strategy in the venture capital, investment banking, and private equity sectors, as well as investigate new market opportunities.

In his new role, Bessel will be in charge of the company's future product design from start to finish, aiming for a consistent, engaging experience across Affinity's brand and product. He led the team to an award-winning corporate rebranding in his first year at Robinhood.

“Over the past few years, we’ve seen exponential growth across relationship-driven industries,” said Ray Zhou, Co-CEO and Co-founder at Affinity, in a statement.

“Over the past few years, we’ve seen exponential growth across relationship-driven industries,” said Ray Zhou, Co-CEO and Co-founder at Affinity, in a statement. “As we enter our next stage of growth, we are excited to welcome Dustin and Rich to our executive team. Their strong track records of driving revenue growth and designing world-class products at leading technology companies will be critical as we scale to meet growing market demand.”

Spotlight

Have you heard about Account-Based Marketing (ABM)? It's a marketing strategy taking the B2B industry by storm. ABM is all about focusing your full-funnel marketing strategy on the accounts and contacts that deserve your attention—you know, the ones that are a great fit for your product or service! Check out this ebook to get a very detailed step-by-step guide to getting a part of your ABM strategy off the ground.

Spotlight

Have you heard about Account-Based Marketing (ABM)? It's a marketing strategy taking the B2B industry by storm. ABM is all about focusing your full-funnel marketing strategy on the accounts and contacts that deserve your attention—you know, the ones that are a great fit for your product or service! Check out this ebook to get a very detailed step-by-step guide to getting a part of your ABM strategy off the ground.

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ACCOUNT BASED DATA

Acxiom Enhances Heathrow MarTech Capabilities with Salesforce Marketing Cloud & CDP Services

Acxiom, Salesforce | July 26, 2022

Acxiom, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, today announced that Acxiom is now part of the expanded Marketing Cloud Customer Data Platform ecosystem and has created a dedicated, global Salesforce practice. The practice will provide high-performing marketing solutions to the enterprise, bringing Acxiom’s data management, digital campaign management, and identity capabilities to the Salesforce technology stack. With Acxiom’s heritage in privacy-compliant data services and expertise in platform services, there has never been a better time for Acxiom to collaborate with Salesforce and truly help clients extract the maximum value from their technology. Acxiom has a longstanding relationship with Heathrow airport, having designed, built, integrated, and currently operating a large proportion of their marketing technology stack. Heathrow’s vision is to give passengers the best airport service in the world. Marketing technology plays a key role in delivering the best passenger experience across both physical and digital environments. “Salesforce Marketing Cloud, a long-established product, is a technology leader in Gartner’s CRM Customer Engagement suite. Acxiom’s expertise in bringing business value and performance to marketing technology is now being deployed and scaled with Salesforce. We’re thrilled to be expanding our relationship with Heathrow and look forward to supporting their transformation to deliver on today’s customer needs,” said David Skinner, Chief Strategy Officer at Acxiom. “Salesforce Marketing Cloud, a long-established product, is a technology leader in Gartner’s CRM Customer Engagement suite. Acxiom’s expertise in bringing business value and performance to marketing technology is now being deployed and scaled with Salesforce. We’re thrilled to be expanding our relationship with Heathrow and look forward to supporting their transformation to deliver on today’s customer needs,” said David Skinner, Chief Strategy Officer at Acxiom. Heathrow were utilizing a CRM/Marketing Cloud from a major competitor and wanted to create a new MarTech stack that could help to improve customer satisfaction, acquisition of customers to the CRM database, and revenue growth for Heathrow and its retailers. Heathrow were looking for ways to capture rich customer data insights, shopping habits, and travel interests whilst reducing the number of moving parts within their technology stack, in line with Heathrow’s Digital Transformation strategy. "Salesforce is thrilled Acxiom is joining the expansion of the Marketing Cloud Customer Data Platform ecosystem,” said Woodson Martin, EVP and GM of AppExchange. “A data-first approach and a single-source-of-truth has never been more important for brands to deliver on customer expectations in today’s digital world. We can’t wait to see how Acxiom will help customers to achieve success in an increasingly competitive environment and accelerate their digital transformation journeys.” Heathrow invited Acxiom to support with identifying the best technical solutions that could enable the successful delivery of Heathrow’s future marketing objectives. Acxiom consulted with Heathrow to adopt new data sources, and to leverage their existing Digital Transformation Strategy and Platform technology approach. In July 2021, following a capability assessment of market leading technologies in June 2021, Acxiom consultancy services and Heathrow brought in Salesforce Marketing Cloud (SFMC) and Salesforce Customer Data Platform (CDP) technologies to help unlock further benefits from the Salesforce e-commerce and Salesforce Service Cloud products already in place. This approach has enabled Heathrow to design a framework to drive internal change, help gain greater value from their CRM marketing assets, and develop more informed decisions (automated or human). “We’re excited about enhancing and optimizing our MarTech stack, developing our technology to enable and accelerate the maturity of our CRM marketing strategy. Without the right data, personalization is only an ambition. Working with Acxiom and Salesforce, Heathrow now has greater control of our data, which can be used to improve business processes and deliver personalized passenger experiences,” said Meenal Varsani, Head of Marketing & Customer Engagement, Heathrow About Acxiom Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit Acxiom.com. 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Hunter & Bard Joins Folloze as a Service Technology Agency Program

Hunter & Bard, Folloze | June 27, 2022

On June 24, Folloze and Hunter & Bard, a leading ABM agency, announced a partnership that will bring together Folloze B2B Buyer Experience Platform with Hunter & Bard’s extensive ABM services. Hunter & Bard has joined Folloze as a Service Technology (FaaST) program. It will allow the agency to provide data-driven marketing engagement, personalization, and turnkey campaign activation to clients who require ABM expertise and execution. “Most of our clients want to scale their ABM efforts quickly, but lack the time or internal resources to do so. They want to hit the ground running with an expert ABM team,” said Shira Abel, founder and CEO of Hunter & Bard. “Most of our clients want to scale their ABM efforts quickly, but lack the time or internal resources to do so. They want to hit the ground running with an expert ABM team,” said Shira Abel, founder and CEO of Hunter & Bard. “With Folloze as our backbone, we’re able to deliver great sales and marketing results by building out the right target lists, rolling out strategic content on Folloze Boards, and orchestrating account engagement and reporting. We make it fast and easy, and Folloze helps us get it done.” This collaboration will assist Hunter & Bard's clients in implementing their GTM strategy with Folloze-powered buyer experiences, improving sales team orchestration and optimization, and laying the groundwork for better ABM consulting and programs for the agency. “Our FaaST capabilities give agencies like Hunter & Bard the opportunity to scale their services and give them control over how they build Folloze Boards with their clients,” said Randy Brasche, vice president of marketing with Folloze. “And we bring our expertise with B2B buyer engagement to the table to help agencies grow their ABM businesses.” “Folloze is a great facilitator on multiple levels of engagement,” Abel said. “From building lists and segmenting the right content, to targeting messaging and sending out compelling, personalized campaigns, our clients are getting significantly higher open rates than on typical, broad-based campaigns — and much higher closed-win rates. One of our clients has seen close rates go from 39 percent with general marketing to 90 percent with the better-targeted programs we produced for them through Folloze.” “Once those opportunities come in, we can quickly put together targeted outbound campaigns based on where the opportunity came from, which have produced some very nice results. Nothing is better for the outbound list build and directing emails to content than Folloze.” Another key area for Hunter & Bard’s clients is optimizing and orchestrating sales team activity. “No sales rep wants to waste time with bad leads that come from a poorly-targeted ABM program,” Shira said. “We’re out to help change sales team behavior and help them prioritize their time.” “At Hunter & Bard, we’re getting more and more creative with enablement and engagement,” Abel said. “We’re optimizing our targeting with curated content, and our Folloze Boards are beautiful. But for our clients, it means they get the results they’re looking for; they get the wins, and they get the promotion.” “I do a lot of teaching and mentoring on the ABM front, and Folloze is an invaluable tool for doing ABM the right way,” concludes Abel. “And I can’t say enough about the team support at Folloze. We love working with them.”

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ABM ACCOUNTS

Demandbase Ranks High on 40 of G2’s Summer Grid Reports

Demandbase | June 24, 2022

On June 22, Demandbase announced it earned the top ranking across 40 of G2’s Summer Grids. It was named a leader in 34 areas, a high performer in 6, and took the number 1 spot in 3 areas. The G2 Grid Reports are formulated based on real user ratings and highlight the solutions with the most satisfied customers and the largest market presence. "We are so proud to earn high rankings in 40 of G2's Summer Grids," says Jon Miller, chief marketing officer at Demandbase. "We are so proud to earn high rankings in 40 of G2's Summer Grids," saysJon Miller, chief marketing officer at Demandbase. "We care deeply about our customers' satisfaction and success and having a strong presence on these grids every quarter speaks volumes about how we're serving them. Keeping the top spot in both Account-Based Analytics and Attribution is especially meaningful, given that we've prioritized providing rich data to power our customers' go-to-market strategy. We're eager to keep wowing our customers with our existing platform and every new feature we release." Demandbase was called out as a leader in the G2 Grid® Reports in multiple categories across: Sales Intelligence Marketing Account Intelligence Account-Based Marketing Account Intelligence Account-Based Demand Side Platform (DSP) Account-Based Buyer Intent Data Tools Account-Based Attribution Account-Based Web & Content Experiences Account-Based Orchestration Platforms Account-Based Analytics Account-Based Advertising Account Data Management The company was praised in these areas, particularly in the enterprise, mid-market, and small business segments. In addition, it was awarded in worldwide categories as well as specific locations around the world.

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