6sense Projected to Hit 100% Revenue Growth for Third Consecutive Year

6sense | September 15, 2020

6sense, the leading Account Engagement Platform, today announced the company projects 100% revenue growth for the third year in a row. Despite the challenges of a global pandemic, 6sense continues to thrive by helping businesses predictably grow revenue with AI, big data, and machine learning. The $40 million in funding 6sense secured from Insight Partners in January, combined with its recognition as a Leader in The Forrester New Wave™: ABM Platforms, Q2 2020 report, have helped the company separate from the competitive landscape, fuel record hiring, and deliver on its aggressive product roadmap.

Spotlight

Recognizing the need for better ABM execution, Demandbase and Integrate have announced a new partnership to help marketers convert target accounts to leads or opportunities, which 60% of survey respondents listed as their primary ABM objective.


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ABM ACCOUNTS

MRP Unveils “The Enterprise Marketers’ Guide to ABM” at #B2BMX

MRP | March 01, 2022

MRP, the only enterprise-class account-based sales and marketing platform, today released “The Enterprise Marketers’ Guide to ABM” at the 2022 B2B Marketing Exchange (B2BMX) conference. The culmination of a year-long proprietary research project fielded by independent research firm Demand Metric, the Guide shares findings from over 1,200 study participants across 5 continents about the environment, people, processes, and technology that are crucial to enterprise ABM success. The Guide is designed to be easily actionable for enterprise marketers with essential insights and data-driven strategies for executing ABM in complex operating environments. It also debuts an interactive RFP-building tool aligned to the unique requirements of Enterprise-class organizations to ensure vendor selection serves key needs and capabilities. “Enterprise ABM isn’t just bigger, it’s more complex across multiple dimensions,” said Jennifer Golden, MRP’s Director of Corporate Marketing. “This report leverages a year’s worth of proprietary research into the unique characteristics of companies successfully executing ABM at scale across the globe and gives B2B marketers an actionable plan for evaluating and prioritizing their strategies, technology and operations.” “The Enterprise Marketers’ Guide to ABM” concludes a series of proprietary, multi-part research reports that delve into the unique principles and best practices of enterprise ABM today. In addition to the new report, the fall 2021 publication “The State of ABM Maturity” identified the distinct characteristics of top enterprise ABM organizations. Earlier research findings examined the impact of COVID-19 on B2B marketing for the enterprise. “The digital transformation had already begun well before the global pandemic, but it hasn’t been kind to all enterprise marketers. In many cases, it has only exacerbated the unique challenges they face,” said John Follett, Co-Founder and Chief Customer Success Officer for Demand Metric. “The digital transformation had already begun well before the global pandemic, but it hasn’t been kind to all enterprise marketers. In many cases, it has only exacerbated the unique challenges they face,” said John Follett, Co-Founder and Chief Customer Success Officer for Demand Metric. “MRP is the leader in ABM technology and strategy for the enterprise, and together we worked on this comprehensive research to help marketers make better data-driven decisions and tackle the new complexities they’re facing head-on.” To learn more about the research project, preview the next-generation MRP Prelytix™ platform, and receive one-to-one guidance on executing best practices within your organization, visit B2BMX title sponsor MRP in-person at booth #404 or navigate to MRP’s digital booth in the virtual conference space (available to conference attendees), or schedule a demo today. About MRP MRP Prelytix is the only enterprise-class predictive account-based sales and marketing platform. For organizations that serve multiple partners, lines of business, geographies, or industries, MRP Prelytix empowers sales and marketing teams to simplify their environment’s complexity and produce measurable and high-performance conversion, pipeline velocity, and closed revenue. Applying the industry’s only real-time predictive analytics and data management, we fuel over 1,000 ABM engines across six continents to coordinate, execute, and optimize their ABM programs using eight channels, produced in 20 languages. Powered by KX, Prelytix sits on top of the fastest streaming analytics database in the world. For more information visit: www.mrpfd.com.

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ABM ACCOUNTS

Metaverse is the World's Hottest Trend As Facebook Reemerges as Meta

Metaverse, Facebook | November 03, 2021

Wondering what the metaverse really is? Let's make it simple! "Think of Metaverse as the internet brought to life" Mark Zuckerberg described it as a 'virtual environment' you can enter instead of just looking at the screen. Arguably, Facebook's latest move can be the biggest thing that can impact the metaverse since this concept was coined in 1992 by a Fictional Writer, Neal Stephenson. As a part of a vital rebrand, Facebook has changed its name to Meta. The word "meta" originates from the Greek word meaning "beyond". The social media giant, which declared the change at the company's annual Connect conference on October 28, announced that the brand name should encompass what it now does as it broadens the reach into newer areas like virtual reality (VR) and augmented reality (AR). It also made a few major announcements about the metaverse — an online world where you can virtually hang out with friends, learn, shop, play games, work, and much more. “Right now our brand is so tightly linked to one product that it can’t possibly represent everything we are doing today, let alone in the future. Over time, I hope we are seen as a metaverse company, and I want to anchor our work and our identity on what we’re building towards.” Mark Zuckerberg, CEO & Co-Founder The company’s rebranding initiative reflects its ambitions about metaverse and its new identity which will mostly revolve around its products, said Mark Zuckerberg, CEO, and Co-Founder. However, its individual platforms like Facebook, Whatsapp, and Instagram won’t undergo any changes. Only the parent company is changing. The new website meta.com now shows various sections like Facebook, WhatsApp, Instagram, Novi, Portal, Workplace, and Oculus. With the plan to invest $10 billion in Reality Lab for building metaverse, the company will also spend $150 million to upskill metaverse creators. “From now on, we will be metaverse-first, not Facebook-first. That means that over time you won’t need a Facebook account to use our other services. As our new brand starts showing up in our products, I hope people around the world come to know the Meta brand and the future we stand for,” Zuckerberg said. Further, he also added that Facebook Reality Labs will function as a separate reporting segment in its earning reports from the fourth quarter of 2021. "We're now looking at and reporting on our business as two different segments, one for our family of apps, and one for our work on future platforms,” he said. The company also revealed its new sign on Thursday. Now, the “blue infinity shape” will replace its “blue thumbs up logo”. Zuckerberg said that the company wanted a logo that reflects that users will no longer have to use Facebook to access its other services in the future.

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CORE ABM

Ronn Torossian, 5WPR CEO Predicts B2B Marketing Trends in 2022

5W Public Relations | January 11, 2022

Ronn Torossian, CEO of 5WPR predicts leading 2022 B2B trends. Torossian says it's safe to assume that most of the marketing approaches that B2B companies adopted throughout the pandemic are going to continue to influence campaign measurements. While those companies must adjust for any changing circumstances and adapt their strategies, things aren't going to go back to the way they were before the pandemic. Tech Stacks One of the biggest marketing transformations in the last decade for B2B businesses has been the increase in marketing technologies. In the last decade, there have emerged over 8,000 different marketing tech solutions available to B2B companies. Although plenty of businesses had to cut their marketing budgets at the start of the pandemic to adjust to economic uncertainty, that shifted in 2021 with more companies investing in marketing tech. It's likely that this trend is going to continue, but B2B businesses will also be looking for ways to simplify their marketing tech stacks. That way, they'll be able to cut down their tech solutions to more manageable levels. Some of the biggest trends in B2B tech are going to be digital outreach for lead generation, measurement solutions that will allow businesses to compare campaign performances, and smaller, in-person events. More Insights When the pandemic made in-person events impractical, B2B companies turned to digital outreach and ways to measure digital engagement, such as downloads, form completions, and clicks. However, in the coming year, companies will want to go beyond simple engagement data to truly figure out the way that downloads, form completions or clicks, influence sales. More specifically, businesses will look for ways to understand precisely how those engagements are reflected in the buying journey of consumers, as well as in their revenue. That's why in the next year, companies will be looking for more clarity and at different tools that can provide the aforementioned information. By using more insights, companies will have a better opportunity at figuring out which channels and programs are driving revenue, which at the end of the day, matters the most. Account-Based Marketing Overall, marketing campaigns are all about personalization. However, companies in the B2B industry have a big challenge when it comes to creating highly targeted content and messaging. That's mainly because the buying journey is typically a lot longer, and the outreach is more complex. A few years ago, B2B companies used account-based marketing to provide more personalization in their campaigns, and to ensure that the right consumers received the right messages. However, the strategy was only useful for well-defined, small audiences, and wasn't intended for big campaigns. Fortunately, these days, companies have the technology to increase the scale of account-based marketing efforts by using different data points that can personalize their campaigns. That's why in the coming months, those types of strategies are going to evolve while more businesses take advantage of their capabilities and provide more targeted campaigns. Ronn Torossian is one of America's most well-respected public relations experts.

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ABM ACCOUNTS

Demandbase Releases Branch-Level Matching and Improved Corporate Hierarchies

Demandbase | January 20, 2022

Demandbase, the B2B go-to-market leader, today announced it has updated its company taxonomies to provide users with a deeper understanding of their customer and prospect accounts. This enables users to easily identify whether a company is a global parent, subsidiary, branch or independent company (e.g. not part of a corporate family tree). Available in both Demandbase Data Cloud and Demandbase Sales Intelligence Cloud, these changes promote higher account and lead match rates and more accuracy overall. "Corporate taxonomies may not get a lot of buzz, but they're incredibly important in the sales world," says Brewster Stanislaw, chief product officer at Demandbase. "Corporate taxonomies may not get a lot of buzz, but they're incredibly important in the sales world," says Brewster Stanislaw, chief product officer at Demandbase. "For example, if sales teams don't know whether a company record in their CRM is a branch — like a retail store location — or an independent business entity, they can't assign that account to the right salesperson. By upgrading our taxonomies and implementing branch-level matching, we're enabling better account planning and sales targeting. Sales teams can now route leads properly, understand their accounts more deeply, and even determine if an account is viable in the first place. We're really eager to see how this accelerates and improves our customers' sales efforts. We're committed to minimizing friction for sellers so they can close more deals, and this is a big step in that direction." There are key differences between companies classified as a global parent, subsidiary, branch or independent company that are important for salespeople to know. For one, it helps them assign accounts to the right representatives and avoid unnecessary conflict between reps who both think an account is theirs. It also allows sales teams to uncover cross-selling opportunities and get warm introductions to parent and subsidiary companies when applicable. Additionally, sales can use this information to expand its footprint across related accounts with enterprise or master services agreements. Furthermore, having access to these classifications means that branch and account hierarchies will be improved, and users will be able to better manage corporate family tree records. Demandbase already has data on nearly 1 million branch locations for 24,000 of the largest companies in the world and has opened the gates to add even more. About Demandbase Demandbase is transforming the way B2B companies go-to-market. Demandbase One is the most complete suite of B2B go-to-market solutions, connecting the leading account-based experience, advertising, sales intelligence, and B2B data solutions so Marketing and Sales teams at the biggest and fastest-growing companies can collaborate faster, share intelligence, and experience explosive growth. For more information about Demandbase, visit: www.demandbase.com.

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Spotlight

Recognizing the need for better ABM execution, Demandbase and Integrate have announced a new partnership to help marketers convert target accounts to leads or opportunities, which 60% of survey respondents listed as their primary ABM objective.

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