Intent, Deeper Personalization & Authentic Content Benefitting From Buyer Insights, Intelligence

Demand Gen Report | July 24, 2019

As buyers continue to expect more relevant, contextual engagement earlier on in the buying journey from vendors, B2B organizations are digging even deeper into buyer data to ensure they can meet expectations. This includes leveraging intent data alongside other behavioral analytics to provide hyper-personalized messaging and content that resonates with audiences and highlights the brand’s authenticity.

Spotlight

Social media advertising has become the norm, having outpaced paid search by a whopping 82 percent in growth on a quarter-to-quarter basis. With Facebook ads, companies can get their sites, content and offers in front of a wider audience, thus increasing brand recognition, driving more qualified traffic, skyrocketing their page likes, and ultimately generating a more substantial return on investment (ROI). Facebook’s rapid growth and evolution has brought an abundance of new advertising opportunities for companies looking to expand their outreach and formulate an executable plan around the platform’s vast targeting and measurement options. Statistics show that companies allocate around 57 percent of their social media advertising budget to Facebook  What’s more, the social network has pulled in 75 percent of total advertising spending on social networks[2], accounting for $11.4 billion of the $15.3 billion market.

Spotlight

Social media advertising has become the norm, having outpaced paid search by a whopping 82 percent in growth on a quarter-to-quarter basis. With Facebook ads, companies can get their sites, content and offers in front of a wider audience, thus increasing brand recognition, driving more qualified traffic, skyrocketing their page likes, and ultimately generating a more substantial return on investment (ROI). Facebook’s rapid growth and evolution has brought an abundance of new advertising opportunities for companies looking to expand their outreach and formulate an executable plan around the platform’s vast targeting and measurement options. Statistics show that companies allocate around 57 percent of their social media advertising budget to Facebook  What’s more, the social network has pulled in 75 percent of total advertising spending on social networks[2], accounting for $11.4 billion of the $15.3 billion market.

Related News

CORE ABM

Full Circle Insights Innovates Again with Full Circle ABM

Full Circle Insights | September 21, 2022

Full Circle Insights today announced the debut of Full Circle ABM, the first martech solution that gives B2B marketers the power to measure funnels in an Account Based Marketing (ABM) context. ABM is taking B2B marketing by storm, and in response to increasing customer requests, Full Circle has developed an innovative product that allows marketers to track account engagement from both digital and non-digital campaigns within an account funnel. Full Circle ABM addresses the reality that nearly all modern B2B companies sell to buying groups rather than individuals. A typical sales cycle starts with initial research followed by increased engagement across members of the buying group. With Full Circle ABM, users can leverage data from leading intent providers like 6sense, Bombora, and DemandBase, which flag accounts showing interest in buying a B2B product or service, even before members of the buying group become known to the business. In addition, the new offering also tracks and measures the buyer’s journey from initial click on a company’s web properties to closed sale. While Full Circle ABM is new and unique in the B2B martech space, it is powered by the same patented technology that drives Full Circle Insights’ award-winning Funnel Metrics and Campaign Attribution products. Customers asked for a solution designed expressly for ABM, and Full Circle Insights delivered with Full Circle ABM, a first-of-its-kind, CRM-native product that enables users to: Access the Full Circle Method ABM Dashboards, a set of out-of-the-box reports and charts organized into 4 dashboards Define and track an account funnel separate from the standard person-based funnel used in other marketing strategies Track target accounts through intent, engagement with marketing content, and progress toward becoming sales opportunities and customers Compare marketing impact on accounts for current time periods vs. previous time periods Monitor activity from defined members of a buying group so that the engagement value is assessed correctly, boosting conversion rates to yield more qualified opportunities Works with all Full Circle marketing analytics products: Campaign Attribution to attribute revenue to specific campaigns, Digital Source Tracker to track the impact of Digital marketing campaigns, Funnel Metrics for tracking person-based funnels, and Matchmaker for connecting Leads to Accounts in your CRM. “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Until now, there wasn’t a CRM-native application that addressed the challenges of measuring ABM campaigns and their impact on pipeline and revenue. That’s why we’re introducing Full Circle ABM.” “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Multiple interactions are often occurring simultaneously across an account and buying group. The lead-centric process blinds the organization to these insights due to its singular focus on engaging the initial individual. As a result, sellers often miss the opportunity to proactively engage other potential buying group members early in the buying cycle,” wrote Terry Flaherty and Mike Pregler in “Goodbye MQLs! Hello Opportunities!”, an April 2022 report by Forrester. “It’s time for sales and marketing leaders to say goodbye to their simplistic focus on individual leads and instead transition to a common focus on opportunities and the buying group members involved in the decision process. Shifting to a buying-group-centric process ensures all members of the revenue team — marketing, RDRs, and sales — are charged with developing a complete understanding of the customer’s buying process and solution interests. “The Forrester B2B Revenue Waterfall has established a standard set of stages for tracking account funnels. Full Circle ABM leverages this standard to make the adoption of ABM measurement much easier,” said Crater. Full Circle ABM is available today with subscriptions starting at $15,000 per year.

Read More

ACCOUNT BASED DATA

RollWorks Launches Journey Events for HubSpot, Continuing to Unite B2B Organizations' Critical Go-To-Market Touchpoints

RollWorks, HubSpot | July 15, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today announced the launch of Journey Events for HubSpot®, delivering consolidated account-level visibility—all within the HubSpot interface—to enable B2B organizations to understand what activities are working to drive accounts through the stages of the buying journey, and which activities need to be further optimized. RollWorks' latest product roll-out ensures B2B marketers now have an easy, automated way to give their sales teams centralized insight into the disparate data points comprising customer interactions in order to create meaningful and lockstep customer engagements. Due to its ability to surface every marketing and sales activity driving an account's progression, Journey Events for HubSpot also provides sales teams a comprehensive look (both immediately and over time) at how an account is moving—what is working and what is helping to drive the account progression, including seeing every action alongside an account spike. This helps sellers plan and personalize outreach by identifying the optimal time to contact an account and tailor messaging based on the last action that may have had an effect. "At a critical time when marketers across the board are being asked to do more with far less, RollWorks Journey Events for HubSpot stands out for its ability to help all go-to-market teams be more efficient with their ABM strategies," said Jodi Cerretani, RollWorks' head of Demand Generation. "At a critical time when marketers across the board are being asked to do more with far less, RollWorks Journey Events for HubSpot stands out for its ability to help all go-to-market teams be more efficient with their ABM strategies," said Jodi Cerretani, RollWorks' head of Demand Generation. "Being able to see each and every marketing and sales activity that's driving account progression is huge. With that, for example, you won't send irrelevant messages in an email or waste money sending a gift to an account if it isn't ready. Instead, your organization can focus on what's working and foster a common language between sales and marketing." RollWorks Journey Events, announced last Fall, pulls time-stamped events from an organization's tech stack—like meetings booked, opportunities generated, and SDR emails—and combines them with intent, engagement, and journey stage data from within the RollWorks platform to help marketing and sales teams visualize how their activities drive account progression to turn data into actionable insights. Journey Events for HubSpot brings the power of buyer journey stage data directly into the customer's existing CRM solution. Said Justin Cooperman, VP of Product Management at RollWorks: "RollWorks is laser-focused on engagement quality innovation, and we are incredibly proud of our acceleration and momentum within the HubSpot ecosystem. With Journey Events for HubSpot, we've raised the bar on relevance and personalization between seller and prospect." Throughout 2022, RollWorks has continued to deepen its commitment to adding more utility in its platform for HubSpot users. In June, the company launched a new ABM tool—Sales Insights for HubSpot—which uses data science to provide a 360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach. And in April, the RollWorks ABM HubSpot App achieved a significant milestone for surpassing 500 installs (150% more than the nearest ABM competitor). The integration provides marketers with an easy-to-use, end-to-end solution to drive their account-based strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact. If you're ready to experience the power ABM brings to your own inbound strategies, visit RollWork's website to learn more about the company's market-leading partnership with HubSpot. And don't miss RollWorks at HubSpot INBOUND® 22 in Boston this September! About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

ABM ACCOUNTS

Dialectica Launches B2B Surveys Service in the Americas to Meet Demand for Real-Time, Informed Decision Making

Dialectica | July 18, 2022

Dialectica, an information services company with offices in Montreal and Vancouver among other international locations, today announces the launch of B2B Surveys, a new service that enhances its comprehensive portfolio of bespoke insights services. B2B Surveys enables business and investment professionals – including the world’s leading consulting, hedge fund, and private equity firms – to gather proprietary quantitative insights using research methods that have historically been limited to the world of B2C insights. The solution is created to address client and external demand requests for a bespoke survey offering that matches Dialectica’s expert interview service. “At a time when the appetite for validated and trusted business insights and market data is soaring worldwide, businesses and investment professionals are looking for innovative ways to access primary research and real-time information to inform business decisions and evaluate billion-dollar investment opportunities,” says Fred Corkett, Managing Director and Co-founder at Dialectica and lead for the company’s innovation unit. “At a time when the appetite for validated and trusted business insights and market data is soaring worldwide, businesses and investment professionals are looking for innovative ways to access primary research and real-time information to inform business decisions and evaluate billion-dollar investment opportunities,” says Fred Corkett, Managing Director and Co-founder at Dialectica and lead for the company’s innovation unit. “We’ve architected Dialectica’s B2B Surveys service to ensure research datasets are truly representative of the niche markets of interest to our clients, along with the assurance that survey responses are from vetted B2B experts. Helping our clients make smarter, better, and faster decisions is our team’s passion and this new service is built with their needs in mind.” Dialectica’s B2B Surveys is a one-stop-shop offering that includes survey design advisory, programming of the survey, custom recruitment of expert respondents, and visualization of survey outputs. The service provides transparency in survey respondent identity and generates high-speed insights to meet tight M&A deal- and decision-making timetables. “We are rapidly scaling our operations in the Americas and expanding our product portfolio to meet client demand for fast access to real-time data and information to inform critical business decisions,” said Roula Zaarour, Managing Director, Americas at Dialectica. “B2B Surveys strengthens our positioning in the market by supporting clients who need to gather survey insights and make evidence-based decisions within niche B2B markets. At the same time, we’ll continue investing in our most important asset, our talent, as well as our research excellence capabilities, robust compliance framework, and cutting-edge technology - things that put us on the path to becoming a global leader in the information services industry.” Zaarour was recently appointed Dialectica’s Managing Director for the Americas and is responsible for leading the company in this region as it scales its business and prepares to double its workforce. Dialectica, which is headquartered in the UK and leads its Americas operations from Montreal, has grown from a team of 100 to more than 750 employees across Europe and the Americas in just three years. Dialectica’s Client Service team follows an agile research-first approach. By rapidly iterating its expert search based on a deep understanding of client projects, its employees are focused on sourcing the most relevant insights from hard-to-find experts from any global industry. With a vision to shape better business decision-making worldwide, Dialectica partners with the world’s leading investment and consulting firms, as well as the largest corporations, helping them to collect real-time information and market insights from industry experts across markets, industries, and regions. The company counts hundreds of success stories across numerous markets, from commercial drones, biotechnology, and medical imaging to agriculture, grocery retail, and many more. Dialectica has been recognized as one of the fastest-growing companies in Europe in 2022 and 2021 by the Financial Times and Statista. In 2021, Dialectica grew by 100% and was named a Best Workplace in Europe for its continued commitment to investing in its employees’ development and fostering a culture of trust and open communication. By 2025, Dialectica aims to reach the milestone of 1,200 team members across Europe, the Americas, and Asia. Using innovative technologies, the company will continue to expand its commercial ventures and develop more information services products in the next three to five years. About Dialectica Founded in 2015, Dialectica is an information services company with the vision to shape better decision-making worldwide. Dialectica provides its clients with real-time information and insights on an industry or a company, its competitors, and its customers, among others. Private equity firms and large consultancy firms around the world use the knowledge provided by Dialectica to assess potential investment opportunities and make informed decisions on deals worth millions. For additional information, visit dialecticanet.com.

Read More