CORE ABM

GetIt and Folloze Enter Partnership to Enhance B2B Journeys

Folloze, GetIT | April 11, 2022

GetIt and Folloze
On April 7, GetIt and Folloze announced an agency partnership. It will bring together the Folloze B2B Buyer Experience Platform with GetIT’s account-based marketing solutions for technology, telecom marketing and IT. It aims to solve a common challenge for marketers, which is bringing ABM and other marketing solutions to marketing swiftly. This process usually takes months. Folloze and GetIt will together eliminate the time taken for the coding activities and integration and offer clients a ready-made solution that facilitates content curation and a customized content hub.

“Personalized content curation and presentation are critical components of all ABM work,” said Anol Bhattacharya, CEO of GetIT, based in Singapore.

“Personalized content curation and presentation are critical components of all ABM work,” said Anol Bhattacharya, CEO of GetIT, based in Singapore. “In most cases, the time to go live between account strategy and implementing a personalized content hub can make or break the ABM process. By fusing our buyer enablement content with the Folloze B2B Buyer Experience Platform, we’re redefining the dynamics of the B2B buyer journey.”

“Most B2B marketers are overwhelmed with the task of building a martech stack without adding complexity. That’s what Folloze does best,” Bhattacharya said. “It’s all about solving a specific set of business problems and improving the buyer experience. And because Folloze is platform agnostic, we can confidently say to our clients that Folloze will fit right into whatever tech stack they’re using.”

“We can now offer a powerful solution to scale ABM buyer journeys, putting them in exactly the right context and with the right structure behind it,” said Randy Brasche, VP of Marketing for Folloze. “We enable frontline marketers to easily build highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and stronger revenue growth.”

“More than 90 percent of ABM projects fail because there is little or no alignment,” Bhattacharya said. “This partnership creates an effective mechanism to bridge the gap between sales and marketing teams.” Folloze VP Brasche added, “Marketing is increasingly accountable for driving revenue. Together, we’re empowering frontline marketers to provide accurate insights to sales and tighter orchestration of the revenue process.”

“We envision these agency partnerships as a promising channel for us to influence a new era of high-touch buyer journeys,” Brasche said. “We’re delighted to bring all of our expertise to bear and work with great agencies like GetIT.”

GetIT agrees that Folloze is up to the task. “I was blown away with the enthusiasm the Folloze team has for delivering digitally rich B2B buyer journeys,” Bhattacharya said. “They really believe in their product, and that belief is contagious. As a partner, their team has been super responsive, helping us train our people and close deals fast.”

Spotlight

The ABM Capabilities Framework represents an ideal for implementing and using ABM. It provides standards for maturity in specific aspects of ABM, while also giving direction to ABM adopters for ensuring maximum revenue impact.

Spotlight

The ABM Capabilities Framework represents an ideal for implementing and using ABM. It provides standards for maturity in specific aspects of ABM, while also giving direction to ABM adopters for ensuring maximum revenue impact.

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ACCOUNT BASED DATA

Demandbase Releases 2022 C-Suite Go-To-Market (GTM) Benchmark Survey

Demandbase | August 24, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced the results of its 2022 C-Suite Go-To-Market (GTM) Benchmark Survey in partnership with Demand Gen Report. The survey queried more than 200 high-level B2B leaders across marketing and sales in order to gain a clearer picture of ongoing industry evolution and the GTM approaches that separate the leading versus lagging companies. Demandbase discovered important insights about which strategies are driving growth, the continued challenge of sales and marketing alignment, the evolving definition of GTM to encompass the entire customer journey, the impact of account intelligence and technology, and more. "This year's GTM Benchmark Survey told us a lot about sales and marketing leaders' changing priorities and attitudes," says Jon Miller, chief marketing officer at Demandbase. "This year's GTM Benchmark Survey told us a lot about sales and marketing leaders' changing priorities and attitudes," says Jon Miller, chief marketing officer at Demandbase. "Most importantly, it revealed that the true B2B leaders are modernizing their approach to GTM and becoming more progressive in how they leverage data, align their internal teams, and use technology, leading to greater success." Key findings from the report include: Internal Alignment to Drive Growth Respondents reported a variety of investments they plan to make in order to drive growth, with 61% citing sales and marketing alignment as their top priority. Alignment between the two departments has historically been a major challenge in B2B, and the survey found that measuring different metrics (33%) was the most common cause, next to poor handoffs (28%) and lack of communication (26%). While 41% of SDRs report to sales and 22% report to marketing, 26% actually follow a hybrid model in which sales handles outbound efforts and marketing handles inbound. "To help organizations bridge the gap between sales and marketing, they need to start by sharing the same metrics," says Allison Metcalfe, Demandbase's chief revenue officer. "I like to think of this in terms of a Venn Diagram; one circle is sales KPIs and the other marketing KPIs. If the metrics don't overlap in the middle, misalignment will continue to challenge organizations. To help build stronger internal alignment, it's important revenue teams can agree on what is in that Venn diagram overlap and identify how to best work together to drive success there." Key Metrics Based on the survey results, organizations are starting to pay attention to the unreliability and inaccuracy of first and last-touch attribution, with 54% shifting in favor of multi-touch for tracking marketing influence on pipeline. The most common response for measurement is marketing-qualified leads (MQLs) at 18%, followed by total pipeline at (16%), marketing-sourced pipeline (13%), total bookings/revenue (13%); and marketing-qualified accounts (MQAs) (13%). Smarter, Modernized Practices When asked how organizations are using account intelligence, including intent data and technographics, in their GTM strategy, the survey uncovered that 59% use it for account prioritization, 55% rely on it for competitive intelligence, 49% use it for personalized messaging and outreach, 39% use it to inform account selection, and 26% turn to account intelligence to time their engagements. Although both leaders and laggards had similar responses around types of data they use (account history, contact data, and marketing campaign activity), the leaders focused more on social insights (34%), technographics (27%), news (27%), and account hierarchies (26%), while laggards relied more on first-party data sources (such as website activity), which only show a part of the puzzle. The research also found that 47% of survey respondents are using "more" or "many more" intent data providers compared to the year before. B2B companies continue to struggle with data decay and other data challenges, citing missing/incomplete information (59%), data quality (56%), siloed data sources (40%), and difficulty turning data into action (32%) as ongoing issues. Room for Improvement Organizations' use of intent data is promising, as mentioned above, but there is still ample opportunity to capitalize on this even more. For example, more B2B companies could use intent data to help with timing their engagement, enabling them to be first to the party, and improving deal velocity. The survey revealed that companies are increasing their reliance on data and insights to improve their marketing and sales strategies, which is a positive trend. However, they would be better off using it first to choose the right accounts — the starting point for a successful account-based strategy. A mere 21% focused on firmographics, which are key to identifying the best-fit accounts. The industry as a whole is trending toward supporting a self-service buyer's journey, and respondents indicated they're evolving their GTM accordingly. Such efforts, like product tours (in-app walk-throughs/tutorials) (46%), interactive demos (45%), online calculators for ROI, quota, etc. (43%), and demo videos (39%), are important now and will be even more so in the future. As the industry continues to evolve and new processes, technologies, and strategies enter the fold, B2B leaders will quickly be separated from the laggards. Those companies that expect to drive efficiency and growth will need a firm understanding of modern GTM, and how to support it with internal alignment, data, tech, and progressive practices. To learn more and download the full survey report, visit https://www.demandbase.com/report/2022-c-suite-go-to-market-benchmark-survey. 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.

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CORE ABM

Madison Logic Unveils New ABM Success Series

Madison Logic | September 20, 2022

Madison Logic, an ABM platform, launched its new ABM Success Series. The series includes a collection of customer-led webinars, testimonials and events that showcase how B2B marketers from enterprise software organizations leverage research and insights to implement their ABM strategies. The ABM Success Series aims to connect B2B marketers with insights and advice from leaders executing global multichannel ABM strategies. Program highlights include: Multichannel ABM Innovators Roundtable, which includes top marketing leaders from Cisco and Oracle sharing how to modernize an account-based go-to-market strategy that drives account engagement across the sales cycle and improve ROI; “The State of Multi-Channel ABM Webinar,” featuring speakers from Forrester and Citrix Systems discussing the latest research on the state of data-driven, multichannel ABM and how these findings impact future B2B marketing strategies; and Client video testimonials from marketing leaders at Salesforce, Wolters Kluwer, Vonage and Panasonic sharing their biggest marketing challenges and how they've excelled by adopting a data-led approach to identifying accounts and engaging them across a multichannel activation strategy. “Today's most successful B2B marketers understand the need to leverage data to prioritize and engage the right accounts across multiple channels,” said Tom O'Regan, CEO of Madison Logic, in a statement. “Today's most successful B2B marketers understand the need to leverage data to prioritize and engage the right accounts across multiple channels,” said Tom O'Regan, CEO of Madison Logic, in a statement. "The ABM Success Series gives our customers a forum to share how they've accelerated the customer journey and shortened sales cycles to positively impact ROI. By acting as a strategic partner at every stage of the ABM process, we enable them to drive incredible results.”

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ABM ACCOUNTS

Momentum, ITSMA celebrate milestone wins and record success one year since acquisition

Momentum, ITSMA | July 12, 2022

One year since joining forces to create the industry's leading growth consultancy, Momentum and ITSMA celebrate record success, the launch of a new community platform for B2B marketers and client wins. July 1st marks one year since account-based marketing pioneers Momentum acquired Boston-based research, advisory, and training firm ITSMA, to deepen the group's specialism. Over the last 12 months, the consulting powerhouse has strengthened its service portfolio, expanded the team and invested in its learning and membership services for clients. "Since our acquisition of ITSMA, we've doubled down on our capabilities and developed a proposition that is unmatched in our industry," said Alisha Lyndon, founder and CEO of Momentum. "Since our acquisition of ITSMA, we've doubled down on our capabilities and developed a proposition that is unmatched in our industry," said Alisha Lyndon, founder and CEO of Momentum. "Our global team is now organised around three main drivers of revenue growth: shaping strategies, enabling sales & marketing teams and driving effective customer collaboration. This means we're able to help our customers accelerate their own revenue growth." The group continues to deepen its specialisms to help clients across their revenue growth journey with the addition of a number of marketing advisory services and integrated its research divisions to enable client sales and marketing teams, and enhance go-to-market strategies with deep competitor, market, and customer research. "We've listened to our community and invested considerable resources to analyze the global 2,000, Our services allow us to build best practices to share this knowledge with our customers, and drive incredible impact." Lyndon added. Momentum also recently announced the launch of the Growth Hub, a dynamic community of marketing professionals that builds on ITSMA's 25-year heritage and loyal membership community. The Growth Hub is designed to provide marketing professionals the tools and knowledge to make marketing the driving force behind their business's growth. The offering is also designed to enhance the personal and leadership skills of its members through events, peer-to-peer learning, certifications, and thought leadership. As a result of these developments, membership is at an all-time high, approaching 100 global organization members including Ricoh, Google, and Salesforce joining the ranks. "The success we've seen over the last year is a testament to the strength and expertise of our collective team," said Dave Munn, Chief Community Officer and President of ITSMA. Over 20 members of Momentum's consulting team recently completed the ITSMA ABM Certification – the same qualification it delivers to the market. In the coming months, Momentum is also investing in its learning and development offering to digitize learning pathways and expand its certification content. "We believe that there's a better way to do consultancy, and we are building it," Dave Munn, Chief Community Officer and President of ITSMA. "Our customized consulting and research services are focused on helping develop growth strategies, our learning programs are transforming organizations through best practices and experiential learning. And our Growth Hub membership together with our global events are enabling peer-driven communities of growth-focused executives to continually push each other to innovate and execute." Momentum has recently been awarded Flexa Top 100 status for the extraordinary level of flexibility adding to its Best Companies to Work for 2021 status.

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