ABM ACCOUNTS

#B2BSMX Recap: Go-To-Market Improvement Takes Center Stage In Boston

B2BSMX | August 12, 2021

The Demand Gen Report team could not be happier to be at the B2B Sales & Marketing Exchange (#B2BSMX) live in Boston! We’ve spent the past two days mingling with marketing and sales experts and attending multiple session across four dedicated content tracks: Profitable Partnerships, Demand Gen Summit, Revenue Operations and FlipMyFunnel.

The first day of #B2BSMX featured a series of intimate Workshops, Case Studies and a Keynote that covered everything from leveraging existing partner programs to data hygiene and quality, all with a focus on account-based marketing (ABM), go-to-market (GTM) strategies and the elimination of siloes. Throughout the sessions, the speakers took a stance of pointing common issues teams face while providing actionable insights into how to combat them.

Experts from B2B Fusion, Printfection, Inverta, 6sense, Reltio, Bombora, Kazoo and much more hosted intimate, hands-on Workshops and Case Study sessions that provided attendees and practitioners with real-world examples and actionable advice that they can immediately apply into their existing strategies. A key focus of the event revolved around GTM and the role ICPs play in structuring strategies.

Kicking off the GTM trend was Gartner’s Craig Rosenberg, with his opening keynote “How 2020 Strengthened Collective Revenue Generation For High-Performing B2B Brands.” He explained that one of biggest changes for organizations was the renewed focus on ICPs, which have quickly found their place as a cornerstone of marketing campaigns. According to Rosenberg, marketers and salespeople in 2021 are focused on their ICPs to find best-fit accounts, while adopting data-driven GTM strategies that allow them prioritize accounts for more meaningful engagement.

“It’s not enough anymore to just go, ‘Yeah, we sell to these companies over here and regular employees,’ because it just doesn't turn,” said Rosenberg. “The revelation wasn't just how you can identify target-fit accounts with the ideal customer, it was our ability to prioritize. Now we have data that tells us a plan and how to engage, not just to plan in general.”

Spotlight

Inbound marketing, direct marketing, lead generation, what does it all mean? How do you generate, nurture and convert leads to revenue? This week we're talking with Howard J. Sewell, president of Spear Marketing Group (www.spearmarketing.com), a full-service demand generation agency.


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ACCOUNT BASED DATA

CaliberMind Launches New B2B Funnel To Track Key KPIs & Trends

CaliberMind | October 19, 2022

CaliberMind, the leading B2B data platform for revenue analytics you can trust, today announces new funnel models and visualizations for new and existing customers. This module, called CaliberMind Funnels, is now available and creates a lower entry point for first-time customers. CaliberMind’s Funnels are purpose-built for B2B organizations and blend data from every sales and marketing touchpoint so that you can focus on delighting your prospects, improving your success rate, and defending your marketing investment. The new funnel module looks at both sales and marketing data and aggregates key benchmarks at the account level for one go-to-market view. This puts them in an excellent position to answer the question, “Can I see what works at each stage in the funnel?” “We want to empower and equip revenue leaders to become visionary leaders in the workplace."said Eric Westerkamp, CEO of CaliberMind. “We want to empower and equip revenue leaders to become visionary leaders in the workplace. They often have crucial data first but need the right tool to harness that information to identify trends before the rest of the market knows they’re happening. Our funnel allows you to leave your system configured exactly as it is today – optimized for people engaging with your brand and flagging them to sales – while providing you with account-based funnel insights your business needs to predict gaps in pipeline and bookings or identify friction points in the buyer journey,” said Eric Westerkamp, CEO of CaliberMind. How CaliberMind’s Funnel is different No Assumptions- Fixes common issues–such as duplicate records and mismatched lead records–before analyzing your data and acting on it. Account-Based Signals- Looks across the account to determine whether thresholds are met, regardless of who kicked off the engagement. Event-Based Triggers with Process Automation & System Integration - Signals different stages in the funnel to understand where an account is at in the journey and puts all data in one dashboard so that everyone is focused on alignment and velocity, rather than credit and accuracy. Multiple Funnels- Have as many funnels as you would like for a small fee. Measure and analyze different business units or products that create different behaviors in the target audience. Custom Dashboards- Clone existing dashboards and apply different filters or completely build it from scratch. Automate & Activate- Access and use your data how and when you want. "A big sticking point between marketing and sales is that we use different metrics to gauge whether or not go-to-market efforts are working. Because CaliberMind offers a platform that connects to your key go-to-market tools and organizes the data by person and account, it makes sense that their next move is to help operations teams implement funnels. CaliberMind’s approach will help organizations have clearer insights in a fraction of the time it takes to build it in-house,” said Jess Bahr, CaliberMind Advisor and Head of Performance Marketing at Metadata.io. About CaliberMind CaliberMind was founded in 2016 with the belief that the value of marketing is more than activity linked to pipeline. Go-to-market leaders are sitting on a mountain of data full of the earliest interactions your brand will ever have with ideal buyers. We make sense of that data so revenue leaders can take their place in B2B as visionaries. For more information, visit calibermind.com or follow us on LinkedIn.

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ACCOUNT BASED DATA

Emplifi Summit Brings CX Leaders from the NFL, Virgin Media, and TikTok to the Virtual Stage

Emplifi | September 29, 2022

Emplifi, the leading customer experience platform, today announced the speaker lineup for this year’s Emplifi Summit virtual event, which is taking place on October 5, 2022, with online sessions starting at 9:00 a.m. EST. Speakers include a wide array of marketing experts and CX thought leaders from the world’s most recognizable brands, including the NFL, Virgin Media, and TikTok. Emplifi CEO Mark Zablan will kick off the event with an opening keynote on how the customer journey of the future is taking shape now – and what brands can do to prepare. "Today’s consumers are begging for more authentic relationships with brands. They want personal and effortless customer experiences." said Zarnaz Arlia, Emplifi CMO. "Today’s consumers are begging for more authentic relationships with brands. They want personal and effortless customer experiences. The good news for marketers is that we have the technology and resources to deliver remarkable experiences. The challenge is using the technology to our advantage without allowing it to hamper the customer-brand relationship," said Zarnaz Arlia, Emplifi CMO. "We’ve designed this year’s summit to address this very challenge and have recruited some of the best minds in the business to share how they are building unforgettable customer experiences across their marketing channels." Emplifi Summit 2022 speakers include: Timothy Armoo, Founder of the marketing agency Fanbytes: Timothy’s session will cover the new world of social media, looking at all the ways GenZ interacts online and offering insights on how to build successful marketing strategies for emerging channels. Rachael Courtney, Senior Social Marketing Lead for Virgin Media: Rachael will join Emplifi CXO Shellie Vornhagen in a conversation covering Virgin Media’s CX efforts and how the brand is maximizing the value of its customer interactions. Britt Deise, Manager of Club Social Marketing for the NFL: Britt will share how the NFL drives social growth and engagement across all 32 clubs Jyri Kidwell, Head of Creative and Creator Partnerships at TikTok: Will discuss how to get started on TikTok, outlining best practices and tips for content creators who are looking to unleash the power of video. Katy Leeson, CEO of Relentless Media: Katy will join Emplifi CMO Zarnaz Arlia for a heartfelt conversation on the realities of burnout, imposter syndrome, and how company actions and culture inform the brand purpose… and brand perceptions. Fred Reichheld, Bain Fellow and bestselling author: Credited as a customer loyalty guru, Fred will share insights from his most recent business book “Winning on Purpose,” offering a deep-dive into the power of customer love and why leaders must avoid mistaking profits for purpose as their companies grow. Emplifi Summit is a virtual event tailored for brand marketers looking to create unforgettable customer experiences. To find out more about the Emplifi Summit and register to attend, visit the event website: Emplifi Summit 2022. About Emplifi Emplifi is the leading unified CX platform that brings marketing, commerce, and care together to help businesses close the customer experience gap. More than 7,800 brands, including Delta Air Lines, Ford Motor Company, and McDonald's, rely on Emplifi to provide their customers with outstanding experiences at every touchpoint. For more information, visit www.emplifi.io.

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ACCOUNT BASED DATA

ActionIQ Named Finalist in 2022 Digiday Technology Awards for Work with News Corp

ActionIQ | October 13, 2022

ActionIQ today announced that it was selected as a 2022 Digiday Technology Award Finalist in the Best Marketing Analytics Platform category for its work helping News Corp deliver personalized, consistent customer experience across all its media brands to shift from advertising to subscription business model. The Digiday Technology Awards recognize the technology modernizing media and marketing. “With third-party cookies going away, we needed to make a strategic shift from advertising to subscription revenue model, and doing that successfully required a solid first-party data strategy to deliver personalized customer experience across media units, while driving costs down,” said Esfand Pourmand, Senior Vice President and Global Head of Product at News Corp. “Working with ActionIQ allowed business teams to discover and orchestrate global audiences at scale and execute cross-brand use cases, including cross-sell, retention, winback and personalized offers. Not only did we succeed in moving to the subscription model, we also unlocked many new revenue opportunities.” “Overall, the work the judges nominated in 2022 demonstrated that tech companies are empowering advertisers and publishers to focus on new and established revenue streams while keeping the customer experience in focus,” said Digiday in its recap of this year’s Award Finalists. “The successful partnership with News Corp is a direct result of its dedication to driving personalized, valuable customer experiences, and we’re very proud to be chosen as a 2022 Digiday Technology Award Finalist for this work. This is yet another endorsement of how AIQ CX Hub brings tangible business value to customers,” said Leah Pope, Chief Marketing Officer at ActionIQ. “The successful partnership with News Corp is a direct result of its dedication to driving personalized, valuable customer experiences, and we’re very proud to be chosen as a 2022 Digiday Technology Award Finalist for this work. This is yet another endorsement of how AIQ CX Hub brings tangible business value to customers,” said Leah Pope, Chief Marketing Officer at ActionIQ. “Customer data is the foundation of personalized, impactful customer experiences, but this data has to be available to business users, integrated across all sources and analyzed to extract actionable insights to orchestrate experiences that differentiate the brand and drive revenue. This is where the AIQ CX Hub excels, and our work with this media customer is the perfect example of that.”

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ACCOUNT BASED DATA

Frost & Sullivan Recognizes GlobalSign with the 2022 Global Competitive Strategy Leadership Award in the Holistic TLS Certificate Market

GMO GlobalSign, Frost & Sullivan | September 21, 2022

Based on its recent analysis of the Global Holistic TLS Certificate Market, Frost & Sullivan recognizes GMO GlobalSign with the 2022 Competitive Strategy Leadership Award for deploying a wide range of public key infrastructure (PKI) security and digital identity management technologies. GMO GlobalSign is a well-established certificate authority (CA) and market-leading company in the holistic TLS certificate market, with an impressive market share of 8.9% in 2021. GlobalSign delivers multiple products and services in the field of PKI, such as authentication, managed SSL/TLS, secure email, code signing, and digital signatures, among others. Particularly, with one of its main products, AEG, GlobalSign has increased its innovative strength and leadership by automating complex tasks that would otherwise be costly and time consuming. “GlobalSign has established itself as a trusted CA among its customers for 25 years. Armed with a strong understanding of customer needs, the CA’s product development and go-to-market strategies address key customer pain points around online identities,” said Swetha Krishnamoorthi, Senior Industry Analyst, Cybersecurity at Frost & Sullivan. “GlobalSign has established itself as a trusted CA among its customers for 25 years. Armed with a strong understanding of customer needs, the CA’s product development and go-to-market strategies address key customer pain points around online identities,” said Swetha Krishnamoorthi, Senior Industry Analyst, Cybersecurity at Frost & Sullivan. “GlobalSign offers a cloud-based certificate lifecycle management (CLM) platform, Atlas, which ensures high scalability, throughput, and availability for certificate issuance. With the help of automation, Atlas empowers IT teams to flexibly manage and authenticate a broad array of identities – users, machines, IoT and mobile devices, and servers.” Customer experience was, and continues to be, a massive factor in how GlobalSign’s next generation certificate management platform, Atlas, has been designed. “GlobalSign also leverages its extensive partner network to build its customer base,” noted Swetha. “The company believes in creating a superior user experience on its platforms so that customers have less of a need for support. GlobalSign also empowers customers with the help of its AI-powered chatbot.” The company also launches extensive account-based marketing campaigns aimed at acquiring new leads, with the potential to become GlobalSign customers. As a result, GlobalSign stands out in the TLS certificate market and is expected to continue expanding in the coming years. Each year, Frost & Sullivan presents this award to the company that has leveraged competitive intelligence to execute a strategy successfully that results in stronger market share, competitive brand positioning, and customer satisfaction. Frost & Sullivan Best Practices Awards recognize companies in various regional and global markets for demonstrating outstanding achievement and superior performance in leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analyses, and extensive secondary research to identify best practices in the industry. About GMO GlobalSign As one of the world’s most deeply-rooted certificate authorities, GlobalSign is the leading provider of trusted identity and security solutions enabling businesses, large enterprises, cloud-based service providers, and IoT innovators worldwide to conduct secure online communications, manage millions of verified digital identities and automate authentication and encryption. Its high-scale PKI and identity solutions support the billions of services, devices, people, and things comprising the IoT. A subsidiary of Japan-based GMO GlobalSign Holdings K.K. and GMO Internet Group, GMO GlobalSign has offices in the Americas, Europe and Asia. For more information, visit https://www.globalsign.com.

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Spotlight

Inbound marketing, direct marketing, lead generation, what does it all mean? How do you generate, nurture and convert leads to revenue? This week we're talking with Howard J. Sewell, president of Spear Marketing Group (www.spearmarketing.com), a full-service demand generation agency.

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