ABM ACCOUNTS

RollWorks Gets 150% More Hubspot Integration Installs Than Its Competitor

RollWorks | April 13, 2022

500 HubSpot Integration
Rollworks, an account-based marketing platform, has surpassed 500 installs of its HubSpot integration in the HubSpot App Marketplace. This milestone puts it 150% above its nearest ABM competitor and adds to its momentum in the ABM industry. It has already achieved 100% YoY new customer bookings in its first quarter and a 35+% first-quarter new customer growth.

The RollWorks ABM HubSpot App is a HubSpot certified app committed to product quality and customer experience. It is an easy-to-use, end-to-end solution for marketers to enhance their account-based strategies that enables teams of all sizes to zero in on high intent accounts and buyers and connect with them easily while measuring the impact.

"RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. "RollWorks' rapid growth within the HubSpot ecosystem is a testament to how much value our customers see in leveraging our two platforms together."

Rollworks imports and exports data between RollWorks and HubSpot. B2B companies like Auditoria, Goverlan and Snapfulfil can leverage RollWorks’ machine learning to prioritize accounts and advertise across channels. They can also synchronize account, performance, and website data back into HubSpot for custom reporting and workflows.

Additional features include:
  • Utilize HubSpot's pre-built ABM Lists to dynamically sync contact lists and segment contacts into target accounts
  • Augment company lists from HubSpot with machine learning-based scoring and prioritization from RollWorks
  • Target known and unknown contacts across channels with dynamic digital ad campaigns
  • Prioritize in-market accounts with digital ads
  • View account-level data, advertising, and website engagement metrics from RollWorks in HubSpot and activate against that data in HubSpot
  • Align Marketing and Sales teams with RollWorks custom performance reports and/or dashboards in HubSpot

"The RollWorks and HubSpot integration has kicked our marketing and sales alignment into gear," said Katie McCauley, Marketing Manager at SnapFulfil. "The prospects generated from all of our marketing activities get pulled into HubSpot automatically, where we then narrow our target list to sync with RollWorks. Now, I can make a stronger case for going a certain direction based on the dollars at work on the platform. And I can show our CEO exactly where those dollars are being spent."

"We've always believed that taking an account-based approach is arguably even more important for growing teams with more resource constraints," said Randi Barshack, CMO of RollWorks.

"We've always believed that taking an account-based approach is arguably even more important for growing teams with more resource constraints," said Randi Barshack, CMO of RollWorks. "Something really magical happens when you add the foundation of HubSpot's inbound marketing to RollWorks' highly-targeted ABM capabilities. Now companies of all sizes have a very quick and easy way to start executing and immediately see value from ABM—no matter where they are in their journey."

"The foundation of the RollWorks partnership program is an ecosystem-friendly, account-based data platform that complements and improves existing products in the broader market rather than rip and replace them," said Mike Stocker, VP of Partnerships at RollWorks. "Reaching these milestones with HubSpot is a testament to the strength of our partnership and our dedication to enabling marketers in companies of all sizes to create solutions that drive improved ROI and set HubSpot customers up for success."

Spotlight

With an uncertain economy, marketers at B2B enterprises are scrutinizing their 2023 strategy to get as much mileage out of their approach as possible. In our recent survey with Ascend2, we found that data is a major focus as is an investment in technology.

We found that 78% of large B2B marketing organizations (those with more than 1000 employees) experienced growth of 10% or more in 2022. After two years of marketing during a pandemic, many B2B brands found their footing in 2022 with a heavier reliance on digital channels and renewed spending from clients ready to move forward.

Spotlight

With an uncertain economy, marketers at B2B enterprises are scrutinizing their 2023 strategy to get as much mileage out of their approach as possible. In our recent survey with Ascend2, we found that data is a major focus as is an investment in technology.

We found that 78% of large B2B marketing organizations (those with more than 1000 employees) experienced growth of 10% or more in 2022. After two years of marketing during a pandemic, many B2B brands found their footing in 2022 with a heavier reliance on digital channels and renewed spending from clients ready to move forward.

Related News

ACCOUNT BASED DATA

Acxiom Forecasts Top Five Customer Experience Trends for 2023

Acxiom, MTM | November 29, 2022

Acxiom, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, today unveiled its top customer experience (CX) predictions for 2023. Beyond the Metaverse – Our CX Predictions for 2023 is grounded in Acxiom’s expertise in data-driven marketing and includes findings from new proprietary research commissioned by Acxiom and conducted by MTM, an international research and strategy consultancy. “Our report underscores the crucial roles data and customer intelligence play in emerging CX trends and serves as a guide for brands looking to connect with and engage customers in 2023,” said David Skinner, Chief Strategy Officer at Acxiom. “Our report underscores the crucial roles data and customer intelligence play in emerging CX trends and serves as a guide for brands looking to connect with and engage customers in 2023,” said David Skinner, Chief Strategy Officer at Acxiom. “After all, how brands and people interact is the cornerstone of every economy. Our research highlights this fundamental truth – it takes the right blend of data and technology to genuinely understand people. Regardless of trends, brands must have that essential mix to create customer experiences that resonate with people and drive brand growth.” Acxiom’s top five CX predictions with highlights from the latest consumer and B2B research include: Trend #1: Everything-is-an-Ad-Network: Three in four businesses (75%) believe the expected deprecation of third-party cookies will make it harder to reach audiences, making first-party data an asset worthy of investment. Proprietary media networks, including retail media networks, built on owned first-party data, will become an attractive offering for brands looking to capture revenue at every stage of the customer journey. In fact, more than half of companies (55%) believe retail media networks will deliver higher conversion rates because advertisements appear when customers are actively shopping and willing to spend. For businesses that have already amassed a treasure trove of first-party data, this is a strong incentive to launch an ad network of their own. Trend #2: Anything-as-a-Service (XaaS): For years, XaaS has been gaining momentum through subscription-based platforms for products and services that were once one-and-done purchases. Brands across sectors have recognized XaaS as a transformative tool for engaging with people throughout the customer journey. And in 2023, MTM projects the XaaS market will continue to grow as companies strive to sustain customer relationships – creating significant opportunity for brands that offer their products as services. Seventy-six percent (76%) of large businesses believe offering products as services helps them establish deeper relationships with customers, driving brand loyalty. And a majority of people (57%) agree they get a better customer experience with this model. Trend #3: Seamless Service: Automation and AI will play a vital role in meeting the rising demand for personalized and seamless customer service. Calls for AI-powered customer service continue to increase, particularly among younger age groups, with a majority of those aged 16-44 (56%) preferring their first point of contact to be with an AI chatbot rather than a person, and two-thirds expecting digital assistants to have access to all relevant information for their query. However, of the 64% of businesses adopting some form of AI for customer service, over half report having siloed systems across channels, which risks leaving customers frustrated. Delivering seamless customer service requires maintaining integrated systems, and in 2023, growing consumer expectations will pressure companies to up-level their connected data-informed technology stack or risk losing market share. Trend #4: Intuitive Technology: The pandemic crystallized the value proposition of touchless technologies, like voice and gesture recognition, accelerating their development and deployment. In 2023, we’ll see these touchless interfaces gain ground in everyday use. Sixty percent of people have experienced touchless technology; among those using gestures, 89% want to see brands adopt more intuitive interfaces to improve the customer experience. Similarly, businesses are positive about the opportunities that intuitive technologies present, and 70% plan to provide more intuitive ways to interact with customers – a number that rises to 88% for larger businesses. There are several reasons for this favorable sentiment, primarily the potential to enhance the customer experience, with 61% of US businesses believing intuitive interfaces will allow them to deliver more seamless, responsive, and personalized experiences. Trend #5: Immersive Shopping: Brands are just getting started using augmented and virtual reality to create interactive and highly personal shopping experiences. Examples include virtual try-ons, virtual showrooms, 3D modeling, and visual search, where people use their phones to shop the world around them by simply taking photos of an item to discover information online. The benefits of immersive shopping have the potential to be realized by both consumers and businesses. For consumers, it increases satisfaction and boosts confidence. Of the 30% of people who report using an immersive shopping experience, more than 3-in-4 (78%) were satisfied with their experience, and 73% agree it makes them more confident in their purchases when shopping online. For brands, not only is it a source of direct feedback and engagement with customers, but it also has the potential to reduce returns. At a time when companies across all industries are struggling with supply chain issues and rising costs, immersive shopping has a key role to play in driving commercial efficiency. Research Methodology: Fieldwork conducted Sept-Oct 2022 included online surveys carried out in the UK and USA among nationally representative samples, evenly split between the US and UK, of 2000 adults 16+ and 200 industry-wide senior-level employees in a marketing role in businesses with an annual revenue over $100M, supplemented by desk research and expert interviews. To download a copy of “Beyond the Metaverse – Our CX Predictions for 2023,” please visit Acxiom’s website. About Acxiom Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit Acxiom.com. About MTM MTM is a global research and strategy agency specializing in technology, media, and entertainment. For more information, visit wearemtm.com.

Read More

ACCOUNT BASED DATA

Bidtellect and Bombora Partner to Increase Conversions per Click in a Campaign Test Using Contextual Targeting

Bidtellect, Bombora | January 20, 2023

Bidtellect, one of the leading demand-side platform and advertising technology firms, and Bombora, the pioneer in B2B intent data, recently collaborated with a financial services client to compare the effectiveness of contextual targeting and behavioral targeting in a head-to-head campaign test. The results demonstrate the efficacy of context-sensitive, cookie-free technology as a performance aid rather than a cookie substitute. The objectives of the campaign were to direct users to the client's landing pages and promote chatbot interactions. The contextual campaign used Bombora's contextual segments to accompany Bidtellect's bidding technology. Ultimately, Bombora and Bidtellect contextual technology drastically reduced the cost of driving users to landing pages, saving the client money and optimising return on spend. Director of Sales at Bidtellect, Jonno Burden, said, "Account-based marketing has historically been the default strategy for our B2B partners targeting decision-makers in their industry." He added, "Bombora and Bidtellect's double-pronged approach incorporating their contextual solution not only reaches potential clients via ABM targeting, but drives incremental conversions, engagement, and reach that are potentially missed. We were thrilled to see such great results with new converting clients." (Source – GlobeNewswire) Notable outcomes include eCPC (effective cost per click) and eCPM efficiencies, which resulted in 38% more impressions and an astounding 83% more clicks by the contextual test campaign than to the control campaign. In addition, the Bombora contextual test campaign performed 48% higher in landing page CPA (cost per acquisition) and 19% better in chatbot CPA than the behavioral control campaign. About Bidtellect Bidtellect is a performance-driven demand side platform (DSP) focusing on context-first optimization, cookieless solutions, and native programmatic. It is one of the industry leaders in premium supply quality and optimizing down to the placement level while providing extensive campaign insights across various KPIs for our brand, agency, and trade desk partners. Due to industry-leading brand safety technologies, premium supply quality, and better context capabilities, the company consistently surpasses rivals in almost every head-to-head performance test. About Bombora Bombora is the leading source of marketing and sales intent data for B2B companies. The company's data unify marketing and sales teams, enabling them to make decisions based on information about which businesses are actively investigating which products and the intensity of their research. Thus, marketers may leverage this data to drive more qualified demand down the sales funnel, while sales teams can prioritize accounts more efficiently and achieve higher-quality conversions. This information was compiled by the first cooperative of more than 5,000 premium B2B media suppliers.

Read More

ACCOUNT BASED ANALYTICS, TARGETED ACCOUNT STRATEGY

New B2B Sales and Marketing Approach by Influ2 is Based on Person-based Advertising

Influ2 | January 10, 2023

Influ2, a person-based advertising platform, is hosting a webinar titled "Beyond Alignment: A New Approach to Sales and Marketing for B2B," which addresses how businesses can adapt to changes in preferred buying methods in light of an economic downturn. The webinar will show how to get your sales and marketing teams to work together so that you can react quickly to changes in how your customers act. The webinar, led by the CEO of Influ2 and featuring a principal analyst from Forrester, will discuss how businesses can structure their approach to B2B marketing, sales, and customer success to drive revenue, how marketing can support sales, and what metrics are important for a customer-focused organization. The webinar aims to help organizations become more agile in their approach to B2B marketing, sales, and customer success, enabling them to create better customer experiences that drive greater ROI. “Marketing and sales alignment is impossible if these teams focus on different stages of the funnel,” said Dmitri Lisitski, CEO and co-founder of Influ2. “True marketing and sales alignment arises when they talk to the same audience in the unified funnel where there is no hand-off between marketing and sales and MQL/MQAs are secondary, if not obsolete.” (Source: Globenewswire) The webinar will also focus on the importance of understanding buyer personas and reaching each individual with personalized content. The event will also detail the importance of marketing and sales alignment, the buyer group experience, and how to achieve pipeline momentum. The webinar will serve as a valuable resource for businesses looking to adapt to the changing buying habits of their customers, especially in the midst of an economic downturn. About Influ2 Influ2 is a Person-Based Advertising platform for B2B companies. It was developed specifically for B2B marketers who want to expand the reach of their businesses and increase their revenue. It serves advertisements to specific decision-makers through display and social networks and provides sales with person-based and buying group insights that drive engagement within their target accounts. These insights can be driven by the fact that it serves advertisements. In environments where people's attention is limited, Influ2 helps you get in front of people who want to engage with you and drives engagement with them.

Read More