BUYER INTENT DATA

Affinity Announces New Executives Leaders From Robinhood & Showpad

Affinity | July 01, 2022 | Read time : 02 min

Robinhood & Showpad
Affinity, a relationship intelligence platform for dealmakers, appointed two key executives from Robinhood and Showpad – Dustin Deno as Chief Revenue Officer (CRO) and Rich Bessel as Vice President of Design.

Deno brings more than 15 years of experience in SaaS, including building and scaling sales teams at Salesforce and Showpad. Deno will lead Affinity’s velocity sales organization and continue to execute strategy across the venture capital, investment banking and private equity sectors while investigating new market opportunities.

In Bessel’s new role, he will drive the company’s future product design from end to end, aiming for a cohesive, engaging experience across Affinity’s brand and product. In his first year at Robinhood, he led the team to an award-winning corporate rebrand.

“Over the past few years, we’ve seen exponential growth across relationship-driven industries,” said Ray Zhou, Co-CEO and Co-founder at Affinity, in a statement.

“Over the past few years, we’ve seen exponential growth across relationship-driven industries,” said Ray Zhou, Co-CEO and Co-founder at Affinity, in a statement. “As we enter our next stage of growth, we are excited to welcome Dustin and Rich to our executive team. Their strong track records of driving revenue growth and designing world-class products at leading technology companies will be critical as we scale to meet growing market demand.”

Spotlight

Three B2B Marketing leaders share successful account based marketing campaigns and discuss the latest tools to support these campaigns. Different approaches work in different situations sometimes it’s switching from solution-based content to industry-based content and sometimes it’s using tools that enable you to customize content for visitors from a particular company.


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ACCOUNT BASED DATA

Lendmark Financial Services Selects AskNicely to Elevate Its Customer Experience and Empower Employees

Lendmark Financial Services, AskNicely | July 13, 2022

AskNicely, a leader in customer experience software for service businesses, today announced that Lendmark Financial Services, a leading provider of household credit and consumer loan solutions serving more than 400,000 customers a year, has selected the AskNicely Frontline Success Platform to empower its workers to deliver exceptional customer experience. By choosing this platform’s clear, consistent, real-time insights and scalable tools to track trends, spark coaching conversations and recognize employees for a job well done, Lendmark demonstrates its commitment to customer experience (CX) excellence and continued leadership as an innovator in the consumer finance space. Lendmark Financial, with more than 460 branches across 21 states, is renowned for its personalized approach to individual loans, automobile loans and retail merchant sales finance services, as well as its competitive fixed rates, quick approval and instant funding—all of which set it apart from other lending services. Focused on investing in the most advanced technology to raise the bar higher in CX and employee success, Lendmark chose AskNicely after trying several leading applications on the market. After a successful pilot, Lendmark implemented the AskNicely Frontline Success Platform to give its teams instant access to customer feedback and provide managers with valuable insights across regional locations and branches and down to the individual loan consultants to enable highly effective coaching and employee recognition. “Implementing a new program or technology into a large business with hundreds of branches can often be met with resistance, yet the opposite has been true with the AskNicely implementation,” said Lendmark Financial Chief Marketing Officer Ethan Andelman. “We tried other CX solutions, but our employees embraced AskNicely for its ability to provide customer feedback. As a community-focused, relationship-based business, Lendmark values our customers’ recommendations, and we will use their feedback to spur further company growth and even better customer relations.” During a 90-day pilot period, Lendmark increased their NPS score at 80% of its nationwide locations with an average gain of 15 points. Since then, 450 branches now use AskNicely’s Frontline Success Platform, with 50% experiencing an average increase of 39 points to their net promoter scores (NPS). Moreover, according to the latest research by Metrigy, innovative companies like Lendmark that invest in closing frontline feedback loops and empowering frontline teams through recognition and personalized coaching see dramatic increases in revenue, employee efficiency and customer satisfaction. “We are thrilled to see Lendmark succeed, and we are also delighted to witness their confident, motivated and empowered frontline teams deliver awesome experiences to customers,” said AskNicely Founder and CEO Aaron Ward. “We are thrilled to see Lendmark succeed, and we are also delighted to witness their confident, motivated and empowered frontline teams deliver awesome experiences to customers,” said AskNicely Founder and CEO Aaron Ward. “Customer experience is a vital brand differentiator, especially for companies like Lendmark. And with the AskNicely platform at their fingertips, loan consultants have instant access to the feedback, coaching and recognition they need to improve the customer’s experience. We are eager to watch Lendmark’s future success as they continue making strides in customer satisfaction, employee engagement and revenue growth.” About Lendmark Financial Services Lendmark Financial Services provides personal and household credit and loan solutions to consumers. Founded in 1996, Lendmark strives to be the lender, employer, and partner of choice by protecting household wealth, offering stability and helping consumers meet both planned and unplanned life events through affordable loan offerings. Today, Lendmark operates more than 460 branches in 21 states across the country, providing personalized services to customers and retail business partners with every transaction. Lendmark is headquartered in Lawrenceville, Ga. For more information, visit www.lendmark.info. About AskNicely Founded in 2014, AskNicely is the Frontline Success platform pioneer, connecting the dots between employee experience, customer experience, and revenue growth for service businesses. The industry-leading mobile technology platform delivers personalized coaching and motivation for frontline workers powered by real-time customer feedback and eliminates the need for layers of middle management. AskNicely services over 1,300 companies worldwide and has offices in the United States, New Zealand, and the Netherlands. For more information, visit www.asknicely.com.

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ACCOUNT BASED DATA

NICE Introduces Groundbreaking Innovations in Digital CX and AI in CXone Summer 2022 Release

NICE | July 11, 2022

NICE (Nasdaq: NICE) today announced the Summer 2022 release of CXone, which adds new capabilities that enhance journey orchestration and complete performance, two vital components of a complete CXi offering. The new capabilities enrich digital experiences, simplify integration with customer environments and grow openness with mobile SDKs and integration options. With its new release, CXone is improving complete performance by putting digital and AI at the helm, continuing its commitment to ubiquitous conversational self-service with faster, better, and smarter bots. CXone is now the only digital CX cloud platform offering intent-based intelligent virtual agents (IVA). With CXone’s SmartAssist fuelled with Enlighten XO conversational data, CXone IVAs can train themselves in days promoting a data-driven, empirical approach to self-service and accelerating self-service implementations while increasing containment, and creating a frictionless digital customer experience. Innovations in journey orchestration are introduced in the new AI-driven supervisor workspace ensuring supervisors have an end-to-end view, allowing supervisors to understand and manage omnichannel engagements across the experience center with real-time data across digital channels for a fully orchestrated journey management. Paul Jarman, CEO, NICE CXone, said, “Friction is the underlying challenge businesses have in delivering exceptional CX today as consumer expectations for fast, convenient digital and self-service options continue to increase." Paul Jarman, CEO, NICE CXone, said, “Friction is the underlying challenge businesses have in delivering exceptional CX today as consumer expectations for fast, convenient digital and self-service options continue to increase. What we are delivering is the ability to remove friction from both a customer perspective and an operational perspective, resulting in transformational change to form stronger connections with customers while operating in a more agile model that empowers agents and other contact center resources to reach their full potential.” For more information about the summer release innovation, click here. About NICE With NICE (Nasdaq: NICE), it’s never been easier for organizations of all sizes around the globe to create extraordinary customer experiences while meeting key business metrics. Featuring the world’s #1 cloud native customer experience platform, CXone, NICE is a worldwide leader in AI-powered self-service and agent-assisted CX software for the contact center – and beyond. Over 25,000 organizations in more than 150 countries, including over 85 of the Fortune 100 companies, partner with NICE to transform - and elevate - every customer interaction. www.nice.com

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CORE ABM

MRP Positioned as Leader in the 2022 SPARK Matrix™ for Account-Based Marketing (ABM) Platform by Quadrant Knowledge Solutions

MRP, Quadrant Knowledge Solutions | May 27, 2022

Quadrant Knowledge Solutions announced today that it has named MRP Prelytix™, the only enterprise class account-based sales and marketing solution, a 2022 technology leader in the global SPARK MatrixTM analysis of the Account-Based Marketing Platform market, 2022. The report recognizes the MRP Prelytix platform for both technology excellence and customer impact, noting that the platform [uniquely] simplifies the complexity of sophisticated and mature ABM programs globally for enterprise B2B sales and marketing organizations. According to Megha Rungta, Analyst, Quadrant Knowledge Solutions, "MRP Prelytix™ is equipped with robust capabilities that facilitate omnichannel orchestration across all relevant channels. The company continues to deliver value to its customers through its key technology differentiators, including global enterprise specialization and multitenancy, role-based collaboration, sophisticated account-based data management, real-time analysis, AI-driven omnichannel orchestration, advanced insights and next-gen intent, and advanced recognition and targeting." Megha added: "With its ability to cater to diverse enterprise use cases, robust product strategy and roadmap, and strong industry expertise, MRP has received a strong rating across the parameters of technology excellence and customer impact and has been positioned amongst the leaders in the SPARK Matrix: Account-Based Marketing Platform, 2022." The established leader in enterprise ABM, MRP serves large multinational organizations in 6 continents and 20+ languages, including 19 of the top 20 technology companies in the world. MRP is an innovator on the cutting-edge of ABM and has been recognized as ABM Technology Leader by Quadrant Knowledge Solutions second time in a row. Mark Ogne, CMO of MRP, "In a rush to accelerate the delivery of 'account-based experiences' (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve." As stated by Mark Ogne, CMO of MRP, "In a rush to accelerate the delivery of 'account-based experiences' (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve. With this report, we believe Quadrant Knowledge Solutions has recognized that MRP Prelytix's technical excellence surpasses today's iteration of the ABX platform, and has the capabilities required to provide truly personalized experiences across multiple channels, buying centers, geographies, and lines of business. About the Quadrant Knowledge Solutions' SPARK Matrix™ The Quadrant Knowledge Solutions' SPARK Matrix™ includes a detailed analysis of the global market dynamics, major trends, vendor landscape, and competitive positioning. The study provides competitive analysis and ranking of the leading technology vendors in the form of its SPARK MatrixTM. The study offers strategic information for users to evaluate different provider capabilities, competitive differentiation, and market position. Download the 2022 Spark Matrix™ Account-Based Marketing Platform report here. 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. About Quadrant Knowledge Solutions Quadrant Knowledge Solutions is a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business and Growth advisory services. At Quadrant Knowledge Solutions, our vision is to become an integral part of our client's business as a strategic knowledge partner. Our research and consulting deliverables are designed to provide comprehensive information and strategic insights for helping clients formulate growth strategies to survive and thrive in ever-changing business environments.

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ACCOUNT BASED ADVERTISING,TARGETED ACCOUNT STRATEGY

The changing face of brand building in B2B boardrooms

transmission | August 10, 2022

Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years. For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line. The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’. But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority. B2B buyers want more from business: The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership. Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit. "COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us." - Survey response from a B2B marketing leader. B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience. Competition is at an all-time high: The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth. As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic. "We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before." - Survey response from a B2B marketing leader. However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves. Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience. New approaches, old problems: Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs. This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance. Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand. Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term. Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.

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Spotlight

Three B2B Marketing leaders share successful account based marketing campaigns and discuss the latest tools to support these campaigns. Different approaches work in different situations sometimes it’s switching from solution-based content to industry-based content and sometimes it’s using tools that enable you to customize content for visitors from a particular company.

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