ABM ACCOUNTS

Upland Altify Named in Forrester’s New Tech Report

Upland Software | March 02, 2022

Upland Software, Inc. has been named in Forrester’s New Tech: Account-Based Sales Technologies, Q1 2022 report. This report provides an overview of account-based selling technologies.

Upland Altify’s strategic account planning software was one of 19 vendors included in the report. Additionally, it was only one of seven late-stage technology providers acknowledged in the report.

“We’re proud to be recognized by Forrester among solutions that help enterprises find the white space and unlock new pipeline to grow business in their strategic accounts.”

“We’re proud to be recognized by Forrester among solutions that help enterprises find the white space and unlock new pipeline to grow business in their strategic accounts.”

“As a leader in the account planning technology space for over 15 years, we have partnered with global enterprises such as Salesforce, Lumen, UnitedHealth Group, and many others to enable the skillset, mindset, and toolset for account-based selling in their organizations,” said Patrick Morrissey, SVP and GM at Upland.

The vendors on the report were evaluated based on the following criteria –
  • Top ranked competitors
  • Company tenure
  • Full-time employees

Forrester then scored vendors these criteria using progressive point values across maturity stages and divided them into three final groups of Late-Stage, Growth-Stage, and Early-Stage vendors.

Altify delivers account planning software in Salesforce. It combines innovative technology with strategy and methodology. It identifies white space, helps reveal complex relationships, defines repeatable sales processes, supports opportunity planning efforts, and coordinates collaboration across sales, marketing, customer success and the extended revenue team to make it easier to identify, win, and retain business.

Spotlight

Hey everyone, today I share the mic with Rodrigo Fuentes, CEO of ListenLoop, which zeroes in on account-based marketing for B2B companies.Tune in to hear Rodrigo break down how account-based marketing works, how a background in electrical engineering and law led him to a B2B retargeting startup, how one ListenLoop client saw a 22% increase in web traffic engagement with ABM, and what their most effective customer acquisition method is.

Spotlight

Hey everyone, today I share the mic with Rodrigo Fuentes, CEO of ListenLoop, which zeroes in on account-based marketing for B2B companies.Tune in to hear Rodrigo break down how account-based marketing works, how a background in electrical engineering and law led him to a B2B retargeting startup, how one ListenLoop client saw a 22% increase in web traffic engagement with ABM, and what their most effective customer acquisition method is.

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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.

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CORE ABM

Turing Reports Streamlined Account-Based Marketing Success with CloseFactor

CloseFactor, Turing | September 08, 2022

CloseFactor today announced that Turing, the AI-powered platform connecting leading companies across various industries with the world’s largest pool of vetted software developers, is successfully deploying CloseFactor to accelerate account-based marketing (ABM) and the prioritization and qualification of target accounts for sales. Turing has revolutionized how organizations across industries hire top developer talent by harnessing powerful AI capabilities to source, vet, and match nearly two million developers worldwide to businesses that need them. Turing customers quickly find qualified software developers with the skillsets best suited to their open positions, saving them significant time and expenses. With continuing momentum toward remote workplaces—particularly for developer roles—Turing’s proven expertise in optimizing the remote hiring journey for its customers is increasingly beneficial. To capitalize on demand growth, the fast-scaling unicorn needed to rapidly prioritize and qualify accounts and personas within this massive addressable market. Getting this right would enable Turing to increase the efficiency of its ABM efforts and drive greater pipeline growth. Turing implemented the CloseFactor platform, leveraging the AI/ML-powered solution to unlock granular visibility into the current hiring activity and pain points among Turing’s potential customers. With this visibility, Turing gained the insights required to understand the needs of its high-priority accounts, helping them continuously identify the right buyer personas and the context of their organizational initiatives for Turing to target tailored outreach. Turing’s ABM and sales teams have been successfully utilizing CloseFactor’s unique capabilities to prioritize the highest-potential accounts and take the fastest route to successfully engaging—and converting—those customers. CloseFactor’s automation has also eliminated manual and often-tedious efforts by Turing sales account executives, who no longer need to manually examine accounts one at a time to identify organizations actively seeking developer staff augmentation. Instead, account executives can now focus on prospecting, leveraging CloseFactor to automatically create outbound sales target lists instantly. Using CloseFactor also frees up Turing’s ABM team to focus more acutely on current account expansions and has enabled Turing to achieve a much higher return from its pipeline. “CloseFactor’s efficient, automated, data-driven platform takes the guesswork out of our ABM and sales teams’ account prioritization,” said David No, Director of Account-Based Marketing, Turing. “Just like our own solution, CloseFactor understands the power that AI can wield to solve key inefficiencies within the broader B2B technology marketplace. The platform gives us clear insights to approach the right customers knowing the full context of their needs. That downhill process has absolutely transformed our sales and ABM effectiveness.” “Turing’s groundbreaking B2B technology, rapid growth trajectory, and vast addressable market make the company a perfect pairing for our platform,” said Ben Cheung, co-founder & COO of CloseFactor. “Turing’s groundbreaking B2B technology, rapid growth trajectory, and vast addressable market make the company a perfect pairing for our platform,” said Ben Cheung, co-founder & COO of CloseFactor. “We’re proud to provide the AI/ML-powered automation to streamline and focus Turing’s marketing and sales activities, and to help expedite customer conversion via a complete contextual understanding of those opportunities.” Read the full case study here. Be part of the CloseFactor journey by looking at our open roles here. About CloseFactor CloseFactor uses machine learning to automatically curate unstructured information about companies and extract meaningful intelligence that go-to-market teams can act on. With this intelligence, we help companies identify their best customers, empower their sales forces at scale, and exceed growth expectations. About Turing Turing is leading the Talent Cloud category with the world’s largest vetted pool of developers. The company’s Intelligent Talent Cloud uses AI to source, vet, match and manage nearly two million developers and engineers worldwide, empowering companies to quickly hire high-quality engineering teams at the touch of a button. Turing counts a broad range of industry-leading companies among its customers, including Johnson & Johnson, Pepsi, Disney, Rivian, and OpenAI. The company has received numerous awards including Forbes “America’s Best Startup Employers,” The Information’s “Top 50 Most Promising B2B Startups,” and Fast Company’s Annual List of the “World’s Most Innovative Companies.” Turing has raised over $140 million from investors, including WestBridge Capital, Foundation Capital, Stanford StartX and executives from Google, Facebook, Microsoft, and Amazon, and its last round was on a $4 Billion valuation cap. To learn more about Turing visit turing.com.

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ACCOUNT BASED DATA

Savvy Brazilian Firms Embrace Digital Marketing Innovations

ISG | September 07, 2022

Digital marketing has grown from a niche category to the prevailing form of marketing in Brazil, benefiting enterprises in several ways, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm. The 2022 ISG Provider Lens™ MarTech Service Providers report for Brazil finds the country’s enterprises have discovered digital marketing technologies provide valuable data, higher efficiency and targeted messaging that can improve communication, brand-building, customer relationships and business strategies. “Every marketing organization needs to harness the power of the ecosystem of MarTech possibilities to direct their core advertising and demand-generation initiatives,” said Paul Gottsegen, partner and president, ISG Research and Client Experience. “With so many potential options, it’s crucial to have an independent analysis of how this ecosystem stacks up across multiple dimensions.” Enterprises in Brazil are increasingly aware of the value of data in digital marketing, the report says. Digital marketing allows for a multidirectional exchange of data, bringing advertisers information about consumers they can use to develop better products, improve service and sales channels and find new market segments. The use of customer data platforms (CDP), a data management system, has soared in Brazil and become essential to developing targeted marketing campaigns, ISG says. Now, Brazilian companies in the most competitive industries are looking for providers that can go beyond CDP, crafting customized models to generate unique insights about customers. Brazil is now the third-largest country in the world in the use of social networking, so Brazilian enterprises are increasingly turning to social-media influencers to reach consumers, the report says. Some influencers in Brazil have bigger audiences than major offline media outlets. “Companies in Brazil are recognizing that influencer marketing can be more effective than traditional approaches,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Companies in Brazil are recognizing that influencer marketing can be more effective than traditional approaches,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “They want to work with providers that have deep experience in this area and a focus on measurable results." Brazilian marketing technology providers are also exploring content creation for the metaverse, though they recognize there are still hurdles, such as hardware requirements, ISG says. The report also covers changes in advertising agency business models, growing use of content marketing, logistical challenges for Brazilian e-commerce and other trends. The 2022 ISG Provider Lens™ MarTech Service Providers report for Brazil evaluates the capabilities of 39 providers across six quadrants: Strategic MarTech Services, Digital Presence and Digital Ads, Digital Experience and Content, Social and Relationship, Digital Commerce Optimization, and Analytics and Intelligence. The report names Accenture Song as a Leader in all six quadrants. It names Raccoon and Stefanini Haus as Leaders in five quadrants each. Blinks Essence, Brivia and Cadastra are named as Leaders in three quadrants each, and Fbiz, Jussi, Keyrus and Mirum are named as Leaders in two quadrants each. CoreBiz, DP6, Driven.CX, Infracommerce, Mutato, Nação Digital, Rock Content, Soko and Vitrio are named as Leaders in one quadrant each. In addition, Vitrio is named as a Rising Star — a company with a “promising portfolio” and “high future potential” by ISG’s definition — in three quadrants. Brivia, Jussi and Keyrus are named as Rising Stars in one quadrant each. Customized versions of the report are available from Brivia and Cadastra. The 2022 ISG Provider Lens™ MarTech Service Providers report for Brazil is available to subscribers or for one-time purchase on this webpage. About ISG Provider Lens™ Research The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Canada, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage. A companion research series, the ISG Provider Lens Archetype reports, offer a first-of-its-kind evaluation of providers from the perspective of specific buyer types. About ISG ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 800 clients, including more than 75 of the world’s top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in Stamford, Conn., ISG employs more than 1,300 digital-ready professionals operating in more than 20 countries—a global team known for its innovative thinking, market influence, deep industry and technology expertise, and world-class research and analytical capabilities based on the industry’s most comprehensive marketplace data. For more information, visit www.isg-one.com.

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