ABM ACCOUNTS

B2B data platform Ocean.io raises $7M to help enterprises sell more

Ocean.io | January 17, 2022

Copenhagen-based Ocean.io, a martech startup that leverages AI to help enterprises find the right business targets, today announced it has raised $7 million from Peak Investments and existing investors. The company plans to use the capital to build strong thought leadership and expand its presence in existing and new markets.

Today, almost all organizations – 92% as per Salesforce’s estimates – looking to sell products/services to other enterprises leverage account-based marketing (ABM) to grow their business. The technique revolves around marketing and sales teams coming together to target best-fit accounts and turn them into customers. However, the problem is, most of these efforts are human-led and based on inefficient processes, which can lead to the identification of irrelevant prospects and businesses failing to capitalize on their ABM strategy.

Ocean.io’s AI-driven offering

To solve this challenge, Michael Heiberg started Ocean.io in 2017. The company makes ABM intelligent and more accurate by leveraging artificial intelligence and data collected from over 300 million web pages, company registries, and public databases.

“Ocean.io’s machine learning algorithm uses a customer’s actual commercial performance data from their CRM to identify ideal customer profiles, and then searches for matching companies (in terms of work) in Ocean’s database,” Heiberg told Venturebeat. “The company populates this database using machine learning and natural language processing. It crawls hundreds of millions of web pages and synthesizes that data into a single, normalized dataset of the entire market.”

An enterprise just has to integrate Ocean.io’s solution with its CRM. Once that’s done, it can start using the platform to get an entire list of ideal companies across the globe – customers who are most likely to buy – and the relevant people who work there.

In order to discover the right set of people, Ocean.io says the marketers will have to create a target persona by defining the seniority and department of individuals they want to connect with. This way, when a search is conducted, the platform will provide complete contact information – number, email, LinkedIn profile – of the most suitable person who could actually convert the prospect in question into a sale. The CRM integration would also allow users to export their target accounts and contacts to create highly-tailored marketing campaigns.

Growth

Ocean.io claims its offering has been adopted by hundreds of enterprises across 30+ countries, including major players such as Sony, UserTesting, Brandwatch, and JGL. The companies have also reported significant benefits of Ocean.io, starting with a 22% reduction in cost-per-MQL (marketing qualified lead) to time savings of up to 34% and up to 900% growth in prospects.

Beyond this, demo booking rates have also grown twofold, with customer win rates surging by 25%, Heiberg said.

Competitors

While Ocean.io’s solution can help enterprises drive sales and business growth, it is not the only one working in this segment. Over the last few years, multiple players have cropped in the AI-driven sales acceleration space, including giants such as Zoominfo and startups such as Clearbit, Cognism, and Apollo.io.

However, Heiberg claims Ocean.io is the only data platform that informs which accounts are your best performers and then finds all the matching accounts across the global market automatically.

“Our competition makes you start with a blank sheet, and then return only what you ask for. Ocean.io also uses machine learning and natural language processing to identify similar companies, instead of generic industry codes. The result is exponentially more accurate industry categorization, making for zero-waste sales and marketing target lists. The traditional industry codes that our competition relies on to determine what a company actually does are too broad to be useful in the age of account-based marketing and ever-increasing expectations for personalization,” the CEO said.

With the fresh set of funds, Ocean.io will scale its go-to-market model and focus on growing its footprint in Europe and the U.S. The company saw its revenue grow by seven times in 2021 and expects to clock similar results this year. The current revenue run rate stands at $6 million.

“Our investors have seen the traction we are gaining, including a doubling of client numbers every two months. Every existing investor was involved in the latest funding round, showing the confidence in our capabilities and impact. This investment will help us to grow faster and help our customers as they grow exponentially within their markets,” Heiberg added.

According to estimates from Markets and Markets, the global sales intelligence market is expected to grow 11.4% to $3.4 billion by 2024.

Spotlight

If we peel back the many layers of an account-based marketing (ABM) strategy, we find that ABM simply means identifying a handful of potential companies that will likely have a huge impact on revenues, and then applying marketing programs uniquely suited to each individual account. But how exactly do you decide which accounts to target? The success of ABM programs greatly depends on proper account selection and customer profiling. In fact, most ABM experts consider account selection as the single most important step in the ABM process.

Spotlight

If we peel back the many layers of an account-based marketing (ABM) strategy, we find that ABM simply means identifying a handful of potential companies that will likely have a huge impact on revenues, and then applying marketing programs uniquely suited to each individual account. But how exactly do you decide which accounts to target? The success of ABM programs greatly depends on proper account selection and customer profiling. In fact, most ABM experts consider account selection as the single most important step in the ABM process.

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ABM ACCOUNTS

MRP Prelytix Named “Best Overall Account Based Marketing Solution” For Third Consecutive Year

MRP, MarTech Breakthrough | August 13, 2021

MRP Prelytix, the only enterprise-class predictive ABM platform, today announced its selection as the “Best Overall Account-Based Marketing Solution” by leading market intelligence organization MarTech Breakthrough. This is the third year in a row that MRP has received top honors based on the platform’s unique ability to support global enterprises in achieving high-performance conversion, pipeline velocity, and revenue in complex operating environments. “MRP Prelytix is used by high-performing marketers across 1,100 ABM programs and 100 countries to forge rich, omnichannel connections with target accounts,” said Jennifer Golden, Corporate Marketing Director at MRP. “This award recognizes the amazing work of our clients, our clear vision to provide value to them, and our collective leadership in demonstrating what truly personalized and orchestrated experiences should look like. We look forward to continuing on our mission of equipping B2B marketers to adapt and use ABM more efficiently and create new connections to drive sales success.” Built from the ground up for the enterprise, MRP Prelytix uniquely combines multi-language intent data, advanced real-time predictive analytics and insights, and seamless ABM program orchestration across more than eight channels. MRP has recently been placed as a Leader in The Forrester New Wave™: ABM Platforms, Q2 2020 which noted that MRP “best suits large enterprises with varied solutions and marketing resource models” and “can support mature omni-channel ABM programs”. The company was also named a Global ABM Leader 2021 by analyst firm Research in Action based on size, global footprint, and extensive history and experience in applying predictive analytics to deliver deeply targeted and genuinely personalized experiences and account-based strategies that drive measurable revenue impact. “As companies around the world lost their in-person interactions with prospects and events due to the COVID-19 pandemic, enterprise B2B companies experienced radical disruption when it comes to connecting with target accounts that have been navigating new complexities themselves,” said James Johnson, Managing Director at MarTech Breakthrough. “MRP Prelytix has been able to help these companies better navigate this new world, improving ABM outcomes by focusing on providing the research, practical insights and strategies clients need to stay ahead of the shift.” The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work and success in a range of marketing, sales and advertising technology related categories, including marketing automation, market research and customer experience, AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year’s program attracted more than 2,850 nominations from over 17 different countries throughout the world. About MRP MRP Prelytix is the only enterprise-class predictive ABM platform. For organizations that serve multiple partners, lines of business, geographies, or industries, MRP Prelytix is the only ABM platform to empower sales and marketing teams to simplify their environment’s complexity and produce measurable and high-performance conversion, pipeline velocity, and closed revenue. Applying the industry’s only real-time predictive analytics and data management, we fuel 1,000 ABM programs across six continents to coordinate, execute, and optimize their ABM programs using eight channels, produced in 20 languages. Powered by KX, Prelytix sits on top of the fastest streaming analytics database in the world. For more information visit: mrpfd.com. About MarTech Breakthrough Part of Tech Breakthrough, a leading market intelligence and recognition platform for global technology innovation and leadership, the MarTech Breakthrough Awards program is devoted to honoring excellence in marketing, ad and sales technology companies, products and people. The MarTech Breakthrough Awards provide a platform for public recognition around the achievements of breakthrough marketing technology companies and products in categories including marketing automation, AdTech, SalesTech, marketing analytics, CRM, content and social marketing, website, SEM, mobile marketing and more. For more information, visit MarTechBreakthrough.com.

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ACCOUNT-BASED DATA

Terminus Acquires Zylotech, Launches Terminus Customer Data Platform (CDP) to Improve the Accuracy of B2B Go-to-Market Data

Terminus | October 01, 2021

Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM), today announced its acquisition of Zylotech and launched Terminus Customer Data Platform (CDP) to improve the accuracy of B2B go-to-market data. With the acquisition of Zylotech, Terminus is now the only ABM platform with a standalone CDP purpose-built for B2B. Terminus CDP enables customers to continuously cleanse go-to-market data and automatically discover new Buying Committees at their target accounts. Zylotech is the leading B2B customer data platform, serving enterprise brands including Google, Palo Alto Networks, Cisco and Rimini Street. Data usage and spending is exploding but only 12 percent of B2B marketers have confidence in their data. B2B CRM data is painfully inaccurate and incomplete, and manual efforts to clean, deduplicate and activate are slow and expensive. This leads to poor conversion rates, an incomplete view of buying committees, and misleading ROI. "Since our early days as an MIT spinout, Zylotech has been focused on delivering the data and intelligence go-to-market teams can trust, and take action on," said Abi Yadav, Zylotech Founder and CTO joining Terminus as Head of Platform Innovation. The Terminus CDP solves all these problems, with a complete suite of solutions including audit, cleanse, enrich, and data management backed by the industry’s largest global network of decision makers and Buying Committees. With Terminus CDP, go-to-market teams will dramatically improve data accuracy, campaign effectiveness, and reduce wasted sales cycles—all driven by our always-on, 1st-party sourced network of decision makers and buying committees. “CDP is becoming more widely adopted in B2B, as companies recognize their marketing automation and CRM systems are not enough to provide true data unification and sharing,” said David Raab, Founder of CDP Institute. “By acquiring Zylotech, Terminus positions itself – and its clients – to take full advantage of the capabilities that a CDP provides.” Terminus CDP is led by SaaS industry veteran Matt Belkin, who joined Terminus via its acquisition of GrowFlare in 2020. Belkin brings more than 25 years of experience in building and scaling data and technology companies to Terminus CDP. ​​“Bad data in equals bad data out. Period,” said Tim Kopp, Termius CEO. “We’re entering a marketing revolution – data really is the new oil, and Terminus is sitting on a gold mine. Under Matt’s leadership, Terminus CDP is poised to change the game for our customers. This level of data accuracy is critical for B2B GTM teams looking for a unified view into their customers. I’ve never been more excited about the future of marketing.” "Since our early days as an MIT spinout, Zylotech has been focused on delivering the data and intelligence go-to-market teams can trust, and take action on," said Abi Yadav, Zylotech Founder and CTO joining Terminus as Head of Platform Innovation. "Upon meeting Terminus, it was obvious that we shared a common vision. We are proud to join Terminus and this incredible team to jointly improve the accuracy of B2B data." For more information about Terminus CDP, what it means for Terminus customers, and the future of marketing visit Terminus.com. Read Tim Kopp’s blog for more information about the acquisition of Zylotech and rollout of Terminus CDP. 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 13 consecutive quarters. Visit terminus.com to learn more or connect with us on Twitter and LinkedIn.

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ACCOUNT-BASED EXECUTION

Folloze Announced Account-Based Experience Masterclass - Season 2, Featuring Top B2B Marketers from Demandbase, FireEye, Terminus, RollWorks, 6sense

Folloze | March 11, 2021

Folloze has announced today the season 2 of its popular Account-Based Experience (ABX) Masterclass program. The Masterclass program, launched in 2020, provides the tools, tutorials, and best practices to help revenue and marketing teams align with today's evolving and demanding B2B buyer. The Season 2 of the program will focus on Folloze best practice “PlayBooX” for Strategic ABM, Demand Generation, Programmatic upsell and Large Scale Events. It will also feature B2B marketing leaders from Autodesk, Agent3, Boomi, FireEye, Demandbase, PFL, RollWorks, RingCentral, Terminus, and 6sense. Changing B2B Buyer Behavior in a Post-COVID-19 World Creates New Urgency The fallout from the COVID-19 crisis has accelerated digital transformation across every enterprise and industry. At the same time, B2B buyers have rapidly evolved and expect experiences that are contextual, connected, and immediate. The Folloze ABX Masterclass is designed to help B2B marketing and revenue teams thrive in a digital-only marketplace and meet the needs of savvy and self-service buyers. "Overnight, the buyer's journey changed forever. To succeed, modern marketers must move fast and rethink their entire approach to demand generation, events, channel, and account-based marketing," said Marlowe Fenne, Account-Based Marketing Senior Manager - Americas at FireEye. "I'm excited to participate in the Folloze ABX Masterclass program and help my peers meet their growth objectives. I will show frontline marketers how they can drive change across their teams and incorporate data-driven strategies and digital experiences across the entire customer lifecycle." Fenne will be featured in an ABM episode on March 23, with Latané Conant, CMO, at 6sense. Season 2 of the Folloze ABX Masterclass program includes the following PlayBooX topics and tracks: Demand Generation | Convert from the Get-Go and Engage All Along the Way (March 10, 10 - 11 am PT/1 - 2 pm ET) Strategic ABM | Surrounding the Buying Committee while Engaging the C-Suite (March 23, 10 - 11 am PT/1 - 2 pm ET) Large-Scale Events | Combatting Virtual Event Fatigue (April 6, 10 - 11 am PT/1 - 2 pm ET) Programmatic Upsell | Integrating Targeting, Enablement, Campaigns, and Metrics (April 20, 10 - 11 am PT/1 - 2 pm ET) About Folloze Folloze is a leading B2B Personalized Marketing Platform. Folloze allows sales and marketing teams to quickly create personalized, rich, and value-added experiences that exploit the revenue influence across the whole customer journey. The Top B2B brands including RingCentral, Autodesk, Cisco, and ServiceNow trust Folloze to enhance customer engagement, revenue expansion and growth across their target accounts.

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