Home > News > featured news > New RollWorks Survey Confirms Marketers Rely on Account-Based Marketing to Drive Pipeline and Revenue Goals

Core ABM

New RollWorks Survey Confirms Marketers Rely on Account-Based Marketing to Drive Pipeline and Revenue Goals

RollWorks | October 03, 2022 | Read time : 05:00 min

Account-based marketing platform RollWorks, a division of NextRoll, today announced the results of a six-month survey designed to gauge ongoing B2B marketer priorities and challenges. The new study reveals that marketers overwhelmingly rely on ABM to increase ROI and achieve pipeline and revenue goals.

"Marketers are accepting that ABM is an efficient, effective marketing strategy that focuses on engaging the right accounts at the right time, through a variety of marketing channels. The success of the market isn't determined by the few who agree on one definition, but rather a focus on ABM's very clear value of helping to create the most efficient sales strategy that drives growth at scale," said Darragh Fitzpatrick, CRO of RollWorks.

"Marketers are accepting that ABM is an efficient, effective marketing strategy that focuses on engaging the right accounts at the right time, through a variety of marketing channels." said Darragh Fitzpatrick, CRO of RollWorks.

Critical Role of ABM in Key Initiatives + Challenges
B2B marketers indicated a growing dependency on ABM to help support key initiatives. Survey respondents overwhelmingly said that they are turning to ABM to help increase ROI and achieve pipeline and revenue goals (72%), followed by supporting faster sales cycles (53%), as well as faster growth and bridging the communications gap between marketing and sales (48% respectively).

And yet, nearly half of those polled said providing customized and relevant ad experiences to the right people on the sites they spend time on (44%), reaching the right targets on the sites they spend time on (43%), and scaling ABM programs (42%) have been the top challenges when implementing their ABM strategy.

Hyper Focus on Understanding Intent from In-Market Accounts
Many B2B organizations are realizing that ABM means efficiency and precision can coexist. Survey respondents indicated that their top two priorities are intent, or understanding what accounts are in-market to buy a solution like theirs, even if they haven't heard of the solution (48%), and ads and other forms of ABM engagement (40%).

Doubling Down on Digital and Webinars
Throughout the past six months of the survey, respondents have said that they are increasingly investing in digital advertising and webinars, with nearly 80% of respondents doubling down on digital advertising and 43% investing in webinars. Interestingly, only 18% (25% fewer than webinars) said they are investing in virtual events.

Respondents have increasingly adopted HubSpot over the past six months, with two-thirds of respondents indicating HubSpot is their primary CRM. RollWorks' integration with HubSpot provides marketers with easy-to-use, end-to-end solutions 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. The integration, which has given the majority of go-to-market teams consolidated account-level visibility, is a powerful illustration of ABM and CRM working together to deliver deep insights for revenue teams of all sizes.

The survey, conducted March through September 2022, consulted approximately 200 B2B marketing and sales professionals.

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

Spotlight

Transforming the Customer Experience UC + CC Metrigy Report

Transforming the Customer Experience How companies drive business success when integrating UC and contact center platforms Want to know what CX leaders focus on most? Here’s a hint: CX transformations. According to a new Metrigy report, organizations are increasing their CX technology budgets by 65% this year to prioritize the c

More featured news

Spotlight

Transforming the Customer Experience UC + CC Metrigy Report

Related News

Account Based Data, ABM Accounts

ZoomInfo Launches Bold New Brand Campaign Targeting Go-to-Market Professionals

Business Wire | July 12, 2023

ZoomInfo (NASDAQ: ZI), the go-to-market platform to find, acquire, and grow customers, today launched its first integrated brand campaign, illustrating how ZoomInfo helps businesses across the globe unlock insights, engage customers, and win faster. Applying a B2C playbook in a category typically dominated by overly complicated, technical B2B messaging, the campaign uses compelling messages, culturally relevant references and fast-paced editing. The result is a clever series of ads that illustrate how the ZoomInfo platform modernizes go-to-market for sales, marketing and operations professionals. Founded in 2007 by CEO Henry Schuck, ZoomInfo has grown to serve over 30,000 customers on the strength of its B2B data and integrated go-to-market applications, which help teams of all sizes identify and act on key market signals faster and more efficiently than ever before. “More people should know about the breadth and depth of our product portfolio – and how it works together as one innovative tech stack to help a business go to market more efficiently," ZoomInfo Chief Marketing Officer Bryan Law said. “This brand campaign allows us to reach our target demographic on a much larger scale by building a distinct identity that cuts through the clutter and cements our status as the go-to-market category leader.” Boston-based independent agency Colossus worked on ZoomInfo’s brand launch, including the ad campaign, brand strategy and architecture, as well as design improvements for the brand’s visual identity. Colossus’ experience in the tech sector includes work for athenahealth, epocrates and Toast. “ZoomInfo's platform is extremely powerful for any business that wants to take its go-to-market strategy to a new level," said Jonathan Balck, founder and Managing Director at Colossus. “For us, the goal was to simplify the message away from technical details to focus on the end result for the user: growing a business and winning.” The brand campaign launches today and will continue for several months. Media strategy and execution was handled by Norbella, the largest independent media agency in New England. The ZoomInfo campaign includes three 30-second and three 15-second videos along with a full suite of audio, digital, custom content, and social assets. The media campaign includes national CTV, audio networks, podcasts and high-impact placements in The Wall Street Journal, The New York Times, Forbes, and other media outlets. About ZoomInfo ZoomInfo (NASDAQ: ZI) is the trusted go-to-market platform for businesses to find, acquire, and grow their customers. It delivers accurate, real-time data, insights, and technology to more than 30,000 companies worldwide. Businesses use ZoomInfo to increase efficiency, consolidate technology stacks, and align their sales and marketing teams — all in one platform. ZoomInfo is a recognized leader in data privacy, with industry-leading GDPR and CCPA compliance and numerous data security and privacy certifications. For more information about how ZoomInfo can help businesses grow their revenue at scale, please visit www.zoominfo.com. About Colossus Colossus is an advertising and creative company based in Boston that partners with a select number of like-minded brands who view creativity as a business lever. Built small—by design— keeps the agency nimble, efficient and adaptable to the needs of clients. You don’t need to be big in size to be a colossus in stature. After all, a tweet can topple the stock market. And Prince was only 5’2. Our goal is to help brands break through the white noise of the mundane by shaping art, technology and commerce into meaningful experiences. For more information including our list of allergies, please visit wearecolossus.com.

Core ABM, Account Based Data

6sense Named to the 2023 Forbes Cloud 100

Business Wire | August 11, 2023

For the third year in a row 6sense, the leading platform to revolutionize the way B2B organizations create, manage and convert pipeline to revenue, has been named to the Forbes 2023 Cloud 100 ranking at number 67. "Earning a spot on the Forbes Cloud 100 for three consecutive years is a testament to our dedication to provide the best-in-class intelligence and engagement solution for sales and marketing teams seeking efficient revenue growth,” said Jason Zintak, CEO of 6sense. “Since our founding days more than a decade ago, our team has leveraged AI, data and technology to transform how B2B companies go to market and create revenue. The pride we feel from this recognition comes from our unwavering commitment to unlock the potential of AI for our customers who rely on 6sense to win and achieve more.” In the past year, 6sense has marked numerous achievements, highlighting its robust momentum and commitment to shifting AI from a novelty to a necessity, thereby enhancing efficient revenue growth for customers. 6sense unveiled its game changing 6sense Revenue AI™ for Sales, empowering sellers to prioritize in-market accounts and access comprehensive buyer intelligence and contact data within their daily tools, reducing research time and increasing deal closures. The company launched 6sense® Conversational Email, utilizing advanced AI models like GPT-4, intent data, and predictive analytics to create hyper-personalized emails that convert leads into sales meetings at scale. 6sense introduced AI Writer functionality for Conversational Email, leveraging generative AI and other signals to help demand generation teams create personalized email campaigns enhancing engagement and building pipeline. The definitive ranking of the world’s top 100 private cloud companies is published by Forbes in partnership with Bessemer Venture Partners and Salesforce Ventures. For the eighth consecutive year, the Cloud 100 reviews submissions from hundreds of cloud startups and private companies. The Cloud 100 evaluation process involved ranking companies across four factors: market leadership (35%), estimated valuation (30%), operating metrics (20%), and people & culture (15%). For market leadership, the Cloud 100 enlists the help of a judging panel of public cloud company CEOs who assist in evaluating and ranking their private company peers. “The companies of the Cloud 100 list represent the best and brightest private companies in this crucial tech sector,” said Kenrick Cai, the Forbes editor of the Cloud 100. “This year’s companies had to react rapidly to AI’s sweeping impact while contending with a market pullback. Their resilience puts them in elite company. Congratulations to each of the 2023 Cloud 100 honorees and the 20 Rising Stars who are showing early potential to one day join their ranks.” “This year’s Cloud 100 list is one of the most dynamic in history. While the industry faced macro headwinds, the 2023 Cloud 100 winners displayed the innovation and resilience of the cloud economy and the combination of growth and efficiency that prove the power of the cloud business model. 95% of the honorees are forecasted to reach Centaur status — $100 million of annual recurring revenue — by the end of the year,” said Mary D’Onofrio, partner at Bessemer Venture Partners. “It is further exciting to see so many honorees at the forefront of the AI revolution, which we believe will continue to transform the cloud and propel the next wave of growth for many of this year’s winners.” “The past year our industry has seen a generational step forward in innovation and with AI leading the charge, we are witnessing one of the most important platform shifts in decades,” said Paul Drews, managing partner, Salesforce Ventures. "The Cloud 100 list represents the best of the best and we've never been more excited about what the future holds, not only for the cloud but for the entire technology industry. We are proud of what these founders and their communities have already accomplished and look forward to seeing how they continue to transform the industry in the future." The Forbes 2023 Cloud 100 and 20 Rising Stars lists are published online at www.forbes.com/cloud100. Highlights of the list appear in the August/September 2023 issue of Forbes magazine. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI™ is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anythingⓇ, with 6sense. About Bessemer Venture Partners Bessemer Venture Partners helps entrepreneurs lay strong foundations to build and forge long-standing companies. With more than 145 IPOs and 300 portfolio companies in the enterprise, consumer and healthcare spaces, Bessemer supports founders and CEOs from their early days through every stage of growth. Bessemer’s global portfolio has included Pinterest, Shopify, Twilio, Yelp, LinkedIn, PagerDuty, DocuSign, Wix, Fiverr, and Toast and has $20 billion of assets under management. Bessemer has teams of investors and partners located in Tel Aviv, Silicon Valley, San Francisco, New York, London, Hong Kong, Boston, and Bangalore. Born from innovations in steel more than a century ago, Bessemer’s storied history has afforded its partners the opportunity to celebrate and scrutinize its best investment decisions (see Memos) and also learn from its mistakes (see Anti-Portfolio). About Forbes Forbes champions success by celebrating those who have made it, and those who aspire to make it. Forbes convenes and curates the most influential leaders and entrepreneurs who are driving change, transforming business and making a significant impact on the world. The Forbes brand today reaches more than 140 million people worldwide through its trusted journalism, signature LIVE and Forbes Virtual events, custom marketing programs and 45 licensed local editions in 76 countries. Forbes Media’s brand extensions include real estate, education and financial services license agreements. About Salesforce Ventures Salesforce Ventures helps enterprising founders build companies that reinvent the way the world works. Since 2009, we’ve invested in and partnered with more than 400 of the world’s most tenacious enterprise software companies from seed to IPO, including Anthropic, Cohere, Airtable, Databricks, DocuSign, Guild Education, monday.com, nCino, Snowflake, Snyk, Stripe, Tanium, and Zoom. Salesforce Ventures leverages our decades of expertise in the cloud and our long-term relationships with key decision-makers at thousands of businesses around the world to give our portfolio companies an advantage, help them build credibility, and accelerate growth. Salesforce Ventures has invested in more than 25 countries with offices all over the world including in San Francisco, Irvine, New York, London, and Tokyo. Follow @SalesforceVC and learn more at http://www.salesforceventures.com.

Core ABM, Account Based Advertising

Hero Digital Named "Customer Experience Innovator of the Year" in 2023 MarTech Breakthrough Awards Program

PR Newswire | September 01, 2023

Hero Digital, a leading customer experience transformation company, announces that it has been selected as the winner of the "Customer Experience Innovator of the Year" award in the 6th annual MarTech Breakthrough Awards program conducted by MarTech Breakthrough, a leading market intelligence organization that recognizes the top companies, technologies and products in the global marketing, sales and advertising technology industry today. Using Customer Data Platforms (CDPs), Hero Digital helps businesses gain a wide-angle view of customer data and actionable audience segments. These platforms offer first-class data integration, customer activation, creative personalization, and real-time data. CDPs drive meaningful personalization by moving beyond tracking customer click-throughs and integrating all multichannel communications, from email, ads, pushes, and texts to website and in-portal experiences. They also enable consistent messaging by tracking communication channels, timings, and responses. Hero Digital's approach brings data collection sources together in one scalable platform. Even in regulated industries, the company is able to integrate digital experiences with API-first techniques to deliver real-time customer profiles and segments. After that, Hero Digital activates personalization with defined testing strategies and continually optimizes them to meet performance indicators. "To thrive, business leaders must have a clear understanding of their customers' current and future value. Early on, we recognized the importance of CDPs and their ability to collect and unify first-party data, creating complete, coherent profiles of their end users,'" said Jay Dettling, CEO of Hero Digital. "Most businesses amass troves of data using automation platforms, customer relationship management systems among others, but they still struggle to turn that information into business value. Our scalable approach allows us to rapidly deploy learnings across industries including financial services, health and wellness, high tech, manufacturing and distribution, and direct to consumer CPG and from multiple clients to address specific needs. We want to sincerely thank MarTech Breakthrough for seeing the innovation and value this brings businesses everywhere and we're honored to be your 'Customer Experience Innovator of the Year'." 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, customer experience, performance marketing AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year's program attracted more than 3,500 nominations from over 19 different countries throughout the world. "Hero Digital transforms businesses by reimagining the complete digital customer experience. Their holistic approach breaks through by unifying customer data into a single source of truth. An insight that doesn't lead to action is wasted. Hero Digital ensures insights tie back to concrete actions that drive measurable business success," said James Johnson, Managing Director at MarTech Breakthrough. "Many MarTech tools empower businesses to deliver highly-tailored, personal service in real time. But all too often, marketers use siloed tools leaving them in the dark about who their customers really are. Hero Digital helps companies improve data collection, safeguard privacy, and drive true personalization." Hero Digital customer experience solutions and technology partnerships have gained recognition from leading MarTech companies including Adobe, Optimizely, and Salesforce. About Hero Digital Hero Digital is a leading independent customer experience company that transforms businesses by reimagining the complete digital customer experience. The company's blended teams help Fortune 2000 companies like Comcast, U.S. Bank, Salesforce, Cedar Sinai, LPGA, and TD Ameritrade Institutional innovate, design, and build smart digital ecosystems that unlock new opportunities, drive digital growth, and create customer loyalty. To work with Hero Digital or learn more, visit www.herodigital.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, performance marketing, CRM, content and social marketing, website, SEM, mobile marketing and more. For more information, visit MarTechBreakthrough.com.