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

ABM is big and getting bigger On average, among B2B IT services companies, 15% of the marketing budget is spent on ABM. And of the companies who have ABM initiatives, over seven in ten say that they plan to spend more (and nobody is planning to spend less). ABM delivers a high ROI over time : Over 80% of marketers that measure ROI say that ABM initiatives outperform other marketing investments. And half of those say that the difference is significant. So investing in ABM should be a no-brainer. Right?

Spotlight

ABM is big and getting bigger On average, among B2B IT services companies, 15% of the marketing budget is spent on ABM. And of the companies who have ABM initiatives, over seven in ten say that they plan to spend more (and nobody is planning to spend less). ABM delivers a high ROI over time : Over 80% of marketers that measure ROI say that ABM initiatives outperform other marketing investments. And half of those say that the difference is significant. So investing in ABM should be a no-brainer. Right?

Related News

CORE ABM

MeritB2B Acquires True Influence, Creating Industry Leading Provider of Full Funnel B2B Data, ABM and Demand Generation Solutions

MeritB2B, True Influence | December 01, 2021

MeritB2B, the leading provider of B2B data, analytics and performance marketing solutions, today announced the strategic acquisition of True Influence, an industry leader in the identification, processing, and delivery of relevant buyer intent signals in the B2B marketplace. The combination creates a powerful and unique B2B enterprise marketing technology solution, bringing together the data, analytics and performance marketing capabilities of MeritB2B with the intent-based, AI-driven ABM and demand generation capabilities of True Influence. The combination of MeritB2B and True Influence enables the delivery of a full-funnel end-to-end solution that provides every element that a B2B marketer needs to create successful omnichannel campaigns. The combined entity of MeritB2B and True Influence will be able to provide B2B and enterprise technology CMOs with the most comprehensive B2B database, advanced intent technology, artificial intelligence and automation, as well as extensive research and human touch, at scale. The combined organization will deliver the data and technology to power full funnel demand generation that CMOs rely on to make smarter spending decisions, use their data and insights to develop future-proof strategies, and develop omnichannel solutions that deliver growth. Together, the combined company will have more than 500 employees globally, including a deep team of data scientists, analysts, engineers and B2B operations specialists. Rob Sanchez, the CEO and member of MeritB2B Board of Directors, continues in his role and takes on CEO responsibilities for the combined entity. MeritB2B will add RK Maniyani, co-founder and Chief Technology Officer of True Influence, to the Board of Directors of MeritB2B and he will become Chief Technology Officer of the combined entity. Brian Giese, co-founder and CEO of True Influence will operate as a consultant to the combined organization to assist in transitional matters and integration. “With the combination of MeritB2B and True Influence, the B2B industry and B2B CMOs get the best data-driven marketing solution for their business, including robust demand generation and technology enabled ABM capabilities that are truly future-proof,” said Rob Sanchez, CEO of MeritB2B. “With the combination of MeritB2B and True Influence, the B2B industry and B2B CMOs get the best data-driven marketing solution for their business, including robust demand generation and technology enabled ABM capabilities that are truly future-proof,” said Rob Sanchez, CEO of MeritB2B. “With an exclusive focus on B2B marketing needs, our own world-class data resource, and the ability to activate that data with leading edge marketing cloud technology, B2B CMOs get a full funnel offering that will grow with their evolving needs. We believe this combination represents the future of B2B marketing.” “True Influence was built on category defining technology to help B2B marketers and CMOs make smarter marketing decisions throughout the customer funnel and drive growth for their organizations,” said RK Maniyani, co-founder and Chief Technology Officer of True Influence. “We are thrilled to join MeritB2B, to continue to innovate and to deliver both out-of-the box and custom solutions for today’s and tomorrow’s B2B marketers.” The two companies will combine their innovative data-driven solutions and technology to immediately deliver value for clients. The massive, rich and fully privacy compliant MeritB2B data asset will now power the True Influence demand generation engine and be integrated into the True Influence Marketing Cloud™. MeritB2B’s market leading programmatic data and audience solutions will also now support True Influence and the combined company’s offering. The combined company will also have industry leading intent and identity graph capabilities, as well as expanded geographic reach to better serve its clients’ global B2B marketing needs. True Influence is an ideal partner for MeritB2B as it continues to build market leadership in B2B data products and demand generation solutions. The companies share a similar culture of customer excellence, and together deliver a unique marketing cloud technology platform, an industry leading team and capability set, and an exclusive focus on and deep experience in B2B and technology marketing. True Influence also brings deep complementary relationships with major B2B enterprise technology brands to augment the combined company’s industry leading client roster. In mid-2019, MertiB2B took on an equity investment from Denver, Colorado based private equity firm, Mountaingate Capital to fuel its future growth. This is the third transaction that MeritB2B has completed since the Mountaingate investment (acquiring both Compass Marketing Solutions and 180byTwo in 2020) and has enabled MeritB2B to build out deeper data capabilities and demand generation scale for CMOs, and further solidifying the company’s leadership position in B2B marketing. Canaccord Genuity acted as exclusive investment banking advisor to True Influence in the transaction. About MeritB2B MeritB2B, based in Rye Brook, NY, with 6 other offices across the US and UK, is the leading provider of B2B data, database products, analytics, digital and performance marketing solutions. The Company leverages its leading database technology platform and specialized analytics to enable growth for B2B marketers. More information on MeritB2B can be found at www.MeritB2B.com. About True Influence True Influence is the pioneer in the identification, processing, and delivery of relevant buyer intent signals in the B2B marketplace. Their proprietary approach to identity resolution and intent signal analysis is unique in that they collect and catalog decision-makers' content consumption behaviors across the internet. They expertly leverage data, technology, and content to drive high-impact marketing campaigns to help their customers win new business. True Influence generates revenue across multiple industries, promoting brands and products from successful global companies including industry leading enterprise technology brands. For more information visit True Influence at www.trueinfluence.com.

Read More

CORE ABM

Terminus to Expand its Positioning in EMEA Market with Tech Vet

Terminus | June 17, 2021

Atlanta-based Terminus is continuing its expansion into the Europe, Middle East and Africa (EMEA) market. The marketing technology company hired tech veteran Gavin Dimmock as vice president and general manager of EMEA. Gavin Dimmock will be accountable for the company's first international office opening and operations in London. Dimmock will bring innumerable opportunities to Terminus. On this new venture Gavin Dimmock, GM of EMEA at Terminus, said, “Progressive marketing and revenue leaders are increasingly shifting to full-funnel ABM to help support and drive their overall account expansion, customer acquisition, and retention strategies. ABM is much more than marketing; it’s how go-to-market teams work together to drive long-term revenue growth. And Terminus is building the most complete platform available. With our international expansion, Terminus is now positioned to help even more companies rapidly improve how they go to the market to drive exceptional customer experiences. This is a world-class team, and I’m honored to be part of as we scale internationally.” With Terminus, EMEA go-to-market teams have the access and ability to target millions of companies internationally. The Terminus Engagement Hub offers the best-in-class contextual targeting translated into over forty different languages. Also, the updated Terminus and LinkedIn Marketing Solutions integration of Terminus customers will reach and engage target accounts in one of B2B’s best-performing channels. Therefore, following its new integration with LinkedIn Marketing Solutions, Terminus releases new innovations for enhancing ABM strategies. The company bowled out novel features to improve the overall Terminus Chat experience and streamline Web Experiences within the Terminus Engagement Hub, including: The Terminus Chat dashboard to better display how chat is influencing pipeline month-over-month. Embedded website personalization, which will allow customers to greet visiting accounts by name on any page.

Read More

BUYER INTENT DATA

IDG Releases First Party Intent Data, Improving Tech Seller Sales Insights and Marketing

IDG Communications | September 13, 2021

IDG Communications, Inc. – the world’s leading tech media, data and marketing services company – announces the launch of Neon, a proprietary and previously unavailable IDG data solution designed to make purchase intent data intelligence available for tech marketers across a wide set of marketing and sales tactics. Typical intent based data solutions work by identifying surging interest in topics using behavioral traffic patterns on web sites. IDG Neon expands upon the surge data practice by integrating verified data from personal interactions with technology audiences across events, conversations, and surveys alongside topical data from more than 44 million B2B technology purchase influencers across the largest proprietary network of digital tech publications globally. “Neon is the first intent data solution to integrate qualitative and quantitative first party data sets with a human verification process,” said Matt Yorke, Global CRO, IDG Communications, Inc. “Bringing a volume of fast-moving digital trending network data together with our proprietary event and conversation data provides a greater confidence and higher understanding of purchase intent than topical surge data alone.” Neon intent data is being made available globally to IDG customers for integration within the company’s ecosystem of technology editorial brands, as well as for use with IDG’s Triblio® ABM (Account Based Marketing) platform that spans advertising, content syndication, social, and search marketing opportunities. “The average technology buying team at mid-large enterprise has over 21 purchase influencers,” concluded Matt. “Using disparate data sets to construct Neon has given us an ability to better scale our client’s marketing efforts, surrounding tech purchase influencers with a wide range of marketing tactics.” About IDG Communications, Inc. IDG Communications’ vision is to make the world a better place by enabling the right use of technology, because we believe that the right use of technology can be a powerful force for good. IDG is a trusted and dependable editorial voice, creating quality content to generate knowledge, engagement and deep relationships with our community of the most influential technology and security decision-makers. Our premium media brands including CIO®, Computerworld®, CSO®, InfoWorld®, Macworld®, Network World®, PCWorld® and Tech Hive® engage a quality audience with essential guidance on the evolving technology landscape. IDG brands, global first party data intelligence and Triblio marketing platform activate purchasing intent, powering our clients’ success. We simplify complex campaigns that fulfill marketers’ global ambitions seamlessly with consistency that delivers quality results.

Read More