ACCOUNT BASED DATA
Acquia | December 28, 2022
Customer data platforms (CDPs) can manage data from online and offline interactions, web and mobile devices, and third-party data providers. Data integration, enrichment, management, and analytics help businesses create targeted marketing campaigns, personalize customer interactions, and optimize the customer journey.
CDPs are used by marketing, customer experience, data scientists, and analysts and are often integrated with CRM systems. They're popular with businesses looking to build strong customer relationships.
Acquia, a company that provides open digital experience solutions, has released updates to its customer data platform (CDP) in order to support enterprise marketing teams. One of these updates is a unified data layer, which is powered by Snowflake. This allows for centralized storage of customer data and better data quality. It also improves system performance by getting rid of the need to pass data back and forth between different systems.
In addition, the CDP now includes direct SQL access, which allows data scientists to access analytics, insights, and data directly within the CDP rather than having to download and move data to other systems.
This unique capability among major CDP vendors streamlines the process of understanding customer data. The CDP can also integrate with Acquia's digital asset management system, enabling customers to use existing marketing content and product information across both platforms. Acquia plans to release further enhancements in 2023 to support customer self-service and broader integrations.
Acquia is a software company that provides products and services for building, managing, and optimizing digital experiences. The company was founded in 2007 and is headquartered in Boston, Massachusetts. Acquia has a variety of products and services that can be used to build, manage, and improve digital experiences.Acquia is used by a range of organizations, including businesses, government agencies, and non-profits. It is particularly popular among organizations that use the Drupal content management system.
Walker Sands | January 16, 2023
Walker Sands, a full-service marketing agency dedicated to accelerating the growth of B2B businesses, has acquired KoMarketing, a Boston-based B2B demand generation provider.
The acquisition, Walker Sands' second to date, expands the company's capabilities in top-of-funnel demand generation operations, such as paid digital advertising and SEO for B2B audiences.
Walker Sands, founded in 2001, accelerates the development of B2B firms via marketing. Over the years, the company's capabilities have grown to combine social media, public relations, marketing strategy, and branding expertise, as well as world-class creativity and a solid technical foundation spanning demand generation, marketing automation, and the web.
KoMarketing, founded in 2004, has grown to nearly 30 team members assisting B2B customers ranging from growth-stage firms to Fortune 500 organizations in industries like marketing technology, cybersecurity, healthcare, and medical device technology. The firm has a track record of sustained organic growth supported by long-term customer relationships, thanks to its strong core expertise in SEO, content marketing, and search and social media advertising.
Mike Santoro, CEO of Walker Sands, said, "KoMarketing has a long history of success in B2B marketing," He also said, "They understand the B2B customer journey. As Walker Sands has grown, we have increasingly become the first call for B2B tech marketers when they take on a new role. Coming together with KoMarketing deepens our collective expertise in demand generation and will create a meaningful positive impact for our clients. Importantly, it also creates opportunities for our team members to grow their careers in new and exciting ways."
(Source – Business Wire)
Both firms combined, have around 200 full-time employees spread across remote locations and five physical offices in San Francisco, Chicago, Seattle, Boston, and Atlanta.
About Walker Sands
Walker Sands is a full-service B2B marketing firm with core capabilities in branding, public relations, demand creation, creative, marketing strategy, and web. The firm's comprehensive approach to marketing drives awareness, trust, and conversions for over 100 global clients. Headquartered in Boston, this B2B marketing agency has emerged as one of the fastest-growing firms in the world. It has also been recognized by Inc. 5000 almost ten times!
CORE ABM, ACCOUNT BASED ANALYTICS
Lusha | February 23, 2023
On February 22, 2023, Lusha, a B2B platform for market intelligence, introduced its ‘Warm Outbound’ capabilities, which enables users to access millions of market-ready prospects directly.
Lusha's latest product suite offers data-driven sales signals that help identify which products and services firms are interested in and how close it is to making a purchase. This allows sales and marketing teams to make warm outbound approaches, reaching prospects when they are most likely to buy. By leveraging Lusha's precise, dynamic, and crowdsourced prospect data, sales executives can easily connect with the right prospects at the optimal time with little effort.
Amidst the uncertain economic climate, companies are trying to reduce costs and workforce, including scrutinizing marketing budgets, leading to fewer inbound leads for sales teams to close. This situation has led to go-to-market leaders striving for efficiency in 2023, seeking ways to achieve more with fewer resources and exploring innovative sales tactics beyond cold outreach.
Lusha's Warm Outbound suite offers two new features. With the Job Change Filter, users can prioritize prospects based on recent job changes and receive notifications when key contacts switch jobs or take on new roles. In addition, the Technology Filter provides information about prospects' technology stacks, allowing salespeople to identify prospects needing solutions and customize their outreach.
Lusha is a platform that offers business-to-business (B2B) intelligence, allowing B2B go-to-market teams to find, engage, and close qualified prospects using accurate, fresh, and easily accessible data. With Lusha, marketing and sales teams can save time and resources by receiving relevant prospect recommendations, eliminating the need for extensive research, and enabling them to focus on communicating their value.
The platform's unique crowdsourcing approach ensures that sales and marketing teams of all sizes can access accurate prospect data, enabling them to reach the right audience at the right time. Lusha was founded in 2016 and is headquartered in Tel Aviv, Israel. The platform's user base has expanded significantly to more than 1 million users and 273,000 sales organizations, including well-known brands such as Salesforce, Hubspot, Microsoft, Dropbox, and Uber.