BUYER INTENT DATA

Bombora’s Intent Data Helps Inbox Insight Get Content to a Customer’s Hungriest Buyers

Inbox Insight, Bombora | October 14, 2022 | Read time : 04:00 min

Customer’s Hungriest Buyers
Companies seeking to amplify the impact of their thought leadership should look to Bombora’s Planning and Measurement Suite. That’s the word from leading demand-generation specialist Inbox Insight, which used the Suite to help its customer figure out which members of its database were likeliest to convert — and experienced great success.

Inbox Insight’s customer — an AI-powered search, discovery and recommendation engine solution provider — wanted to raise brand awareness across its target account list of more than 15,000 organizations. The customer, having created multiple pieces of marketing collateral, wanted to narrow that list down in order to distribute that content to the accounts likeliest to convert.

“Using Bombora’s Planning and Measurement Suite, we were able to show our customer that during the previous year, 47.9% of the companies on its prospect list had shown interest in the topics our customer serves,” said Inbox Insight Head of Campaign Strategy Dan Smith. “We also demonstrated that most of this interest was coming from companies with more than 5,000 employees — a great thing to know.”

Armed with these details, Inbox Insight outperformed its customer’s expectations, bringing in 859 Marketing Qualified Leads, or MQLs — contacts that requested at least two pieces of content — within just two months. Moreover, Inbox Insight helped its customer motivate a 32% boost in relevant research spikes, and saw interest in its customer’s service areas go up by 34.9% while the campaign was running.

“Many companies struggle with how to get their expensively produced marketing content in front of the right prospects,” said Bombora CEO and Cofounder Erik Matlick.

“Many companies struggle with how to get their expensively produced marketing content in front of the right prospects,” said Bombora CEO and Cofounder Erik Matlick. “Using intent data to determine exactly where to send that marketing collateral displays a new use of this powerful tool. We look forward to helping other companies achieve similar results, and to finding new ways to use intent data to improve business results.”

About Inbox Insight
Inbox Insight are B2B demand-generation specialists offering many digital marketing campaigns to engage our audience of 4.1m active business professionals.
Helping brands across the globe drive demand among HR, IT, Marketing, Finance and Business Management communities, we help you generate the right response for your B2B campaign objectives. Learn more at https://www.inboxinsight.com/ .

About Bombora
Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

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Published: 10/2/2020 As global conditions and customer expectations change rapidly, innovation, efficiency, and resilience are more important than ever to your business. And while your organization’s on-premises ASP.NET applications provide value, they’ll limit your business’ ability to adapt and grow to give customers the exper


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CORE ABM, ABM ACCOUNTS

Stirista’s Account Based Marketing (ABM) Research Survey Finds 70% of Businesses Plan to Invest in ABM Technology in 2023

Stirista | December 09, 2022

Stirista, the leader in data-driven performance marketing solutions, today released new research showing that 70 percent of B2B digital marketing leaders plan to invest in Account Based Marketing (ABM) technology in 2023. Stirista’s ABM survey of marketing executives from 200+ U.S. B2B businesses also revealed the expected continued growth of ABM technologies, the importance of identity data and building the right consumer profile, and the need for a multichannel platform that streamlines the advertising process. "Stirista conducted this survey to dive deep into the current state of account based marketing, and the findings reaffirmed that while the space is experiencing unprecedented growth, full adoption of advanced technology solutions is still lagging as platforms are often overly complex with a myriad of features that go un-utilized,” said Vincent Pietrafesa, Vice President B2B Products, AccessB2B Stirista. "Stirista conducted this survey to dive deep into the current state of account based marketing, and the findings reaffirmed that while the space is experiencing unprecedented growth, full adoption of advanced technology solutions is still lagging as platforms are often overly complex with a myriad of features that go un-utilized,” said Vincent Pietrafesa, Vice President B2B Products, AccessB2B Stirista. "As we look ahead to 2023, B2B marketers seek modern, easy-to-use solutions that embrace the importance of identity data and fully optimize ABM best practices, including the ability to run advertising campaigns." ABM Growing Rapidly in B2B Over half (63%) of businesses surveyed use ABM methods and practices and nearly 50% of businesses are looking to invest $100,000 to $300,000 on solutions in the coming year. Of those who use ABM, the majority consider themselves as having a somewhat mature or highly mature program (67%), with one-third citing limited experience with ABM. This signals more growth potential as businesses will look to adopt new technologies to improve their ABM processes. The main channels being utilized in B2B ABM include display/native advertising (75%), search (67%), social media (67%), and email marketing (44%). CTV is also an emerging channel, used by more than one-third of businesses’ ABM practices and that number is expected to continue to grow in the coming years, particularly as Work-from-Home remains steady and CTV is a proven channel to effectively reach that audience. Identity Data Crucial Part of ABM Strategy According to over 90% of businesses surveyed, determining the perfect consumer profile is the most crucial technology feature for their ABM program. Nearly 70% indicated that identity data (labeled persona data in the survey) is critical when building target account lists. Many of the solutions available for ABM today are driven by intent, however the survey reiterates that B2B marketers are most interested in persona/identity data to ensure that the right messages can be delivered to the target customer profile. Email addresses (business 47%, customer 44%) are the number one audience identifier for ABM marketers, followed by 3rd party cookies (36%) and mobile IDs (33%). Other important elements of ABM technology for B2B marketers include executing and measuring advertising programs (54%) and measuring account engagement metrics (50%). B2B Marketers Are Seeking a Streamlined, Multichannel Platform The majority of businesses planning on using ABM practices and methods (75%) haven’t decided on a platform provider, often due to lack of a comprehensive multichannel solution available today. Currently, less than 40% of businesses use a single platform technology for ABM practices, with the majority (44%) using manual efforts or a combination of multiple platforms. Additionally, 82% of businesses surveyed believe multichannel campaign execution is somewhat or very important to the success of an ABM program, adding that activation of audiences (48%) and execution and measurement (44%) would be the most important factors in choosing a solution/solutions. Study Methodology Findings from the Stirista AccessB2B Survey were derived from an online panel conducted by Thrive Analytics. Data was gathered between September 27 – October 12, 2022, from over 200 responses of marketing executives at top U.S.-based B2B organizations across a variety of verticals with annual revenues greater than $50 million. The full report is available at https://accessb2b.com/abm-research/. About Stirista Stirista is a data-driven performance marketer that combines the power of authoritative identity data with the execution of omnichannel marketing. Through its data and customer-centric approach, Stirista is helping Fortune 500 and mid-market brands increase brand loyalty and acquire new customers. Stirista’s privacy compliant data insights helps clients interact with customers and prospects via digital, email and social channels. For more information, please visit http://www.stirista.com.

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ACCOUNT BASED DATA

Forsta accelerates innovation and scales capabilities to advance the market research industry

Forsta | November 29, 2022

Forsta, a leading global provider of market research, customer experience (CX) and employee experience (EX) technology, is reporting significant innovation and expansion of the company’s market research technology offerings in the past six months. Since the company’s acquisition by Press Ganey in the second quarter of this year, Forsta has quickly directed the increased investment into accelerated innovation and the development of new capabilities across its Human Experience (HX) Platform, which serves market research agencies (MRAs), enterprise market research teams, and CX and EX professionals. Built on 30 years of market research and technology expertise, Forsta’s HX Platform brings together quantitative and qualitative research tools, expert analysis capabilities, data storytelling and visualizations, and tactical and strategic action management in one unified solution. These combined capabilities enable market research and experience professionals to gather, analyze, visualize and act upon human insights. “In just six months, Forsta’s acquisition by Press Ganey has become the catalyst for turbocharged innovation across our solutions serving the market research sector."- Kyle Ferguson CEO, Forsta. “In just six months, Forsta’s acquisition by Press Ganey has become the catalyst for turbocharged innovation across our solutions serving the market research sector. With the infusion of new resources, we have seized this opportunity to enhance and expand our solutions into new areas, empowering market research professionals to get closer to the full human experiences of their audiences. Forsta has a 30-year heritage of pioneering market research technology, and we intend to continue to innovate at rapid pace on a global scale to support the growth of our market research partners.” -Kyle Ferguson CEO, Forsta Since May 2022, Forsta has rolled out new and improved capabilities via product updates and strategic acquisitions, including: SmartHub: An advanced, centralized data management system, SmartHub combines and transforms data from a variety of touchpoints, channels and third-party integrations, enabling analysis of data in a single intelligent hub. Continuous and automated mapping enables Forsta customers to visualize synchronized real-time data, and to build out tailored reports and dashboards. InterVu: Purpose-built for the needs of market researchers, InterVu enables focus group leaders to seamlessly facilitate online group discussions with a feature-rich, fast and secure digital experience. The newly redesigned InterVu includes integration of Adobe Connect 12, 1080p, real-time polls, video, document and screen sharing, and retains legacy benefits such as built-in security and privacy protections. Digital Diaries Mobile App: A mobile ethnography app supporting more than 25 languages, with local market servers in the United States, UK, Europe, Middle East, China and Australia, the Digital Diaries mobile app encourages more comprehensive qualitative feedback from consumers and research participants, shared in real-time and delivered at their convenience. HX Partner Program: This new program enables market research agencies to offer their clients fully white-labelled and integrated customer experience (CX) programs hosted on Forsta’s HX Platform. M&A Activity: The strategic acquisitions and integrations of Rio SEO and HelloIgnite are driving key capability expansions to Forsta market research customers. Rio SEO provides a greatly enhanced overlay of consumer behavioral data and analytics down to the local level. HelloIgnite gives market researchers a unique approach to interactive insight crowdsourcing. “The combination of our amplified quantitative and qualitative solutions with key data overlay – all within the HX Platform – is equipping our customers to execute unparalleled market research. The result of this is deeper, more holistic understanding that drives better business outcomes for market research agencies and enterprise research teams.” - Tobi Andersson,Managing Director of Market Research, Forsta Forsta supports the insights technology needs of more than 3,000 businesses, including 1,000 market research agencies, in more than 100 countries. It was recently the only dedicated insights technology vendor to be named a finalist for the prestigious Quirk’s 2022 Marketing Research Supplier of the Year Award. For more information on Forsta solutions for market research professionals, please click below. About Forsta Forsta powers the HX (Human Experience) Platform – a comprehensive experience and research technology platform that breaks down the silos between CX (Customer Experience), Employee Experience (EX), and Market Research – so that companies can get a deeper, more complete understanding of the experiences of their audiences. Forsta’s technology, combined with its team of expert consultants, helps thousands of organizations across a variety of industries, including financial services, hospitality, market research, professional services, retail, and technology. Forsta is recognized as a Leader in the 2021 Gartner® Magic Quadrant™ for Voice of the Customer. Forsta is a PG Forsta company.

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ABM ACCOUNTS

Channel99 Debuts to Enable B2B Marketers the Ability to Measure and Benchmark the Performance of Channels and Vendors

Channel99, Jackson Square Ventures | December 01, 2022

Channel99 today announced the launch of a new marketing technology for B2B marketers to identify the vendors and channels that effectively drive high-quality website traffic from accounts in a company's total addressable market (TAM). By integrating vendor spend data to measure marketing's investment efficiency, Channel99's solutions enable businesses to level the playing field and understand which vendors and channels predictably impact the business outcomes most important to B2B marketers, like positively influencing pipeline and lowering customer acquisition costs. Channel99 is founded by award-winning and three-time software entrepreneur Chris Golec, who pioneered the account-based marketing (ABM) technology category while leading Demandbase. In conjunction with its launch, the company also announced it received $5 million in seed funding led by San Francisco-based Jackson Square Ventures (JSV) with participation by Norwest Ventures, Bloomberg Beta and GTMfund. "Many people don't realize that more than 90% of activity driven to a B2B website provides little to no value when it comes to driving new business," says Golec. "With investments across hundreds of vendors and channels, the industry desperately needs a single source of truth to consistently measure the efficacy of their efforts. That's exactly what Channel99 provides — transparency to pinpoint what's working and what's not." Free mobile app offers immediate insights to channel performance Channel99's launch offering includes a free mobile app that enables marketers to benchmark the performance of their digital channels against industry averages. Nearly 100 customers of various sizes and across industries — including F500 enterprises and middle market companies in technology, manufacturing, retail and financial services — are already using Channel99's mobile app to collect insights into which vendors and channels are driving quality traffic from their key accounts. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "No more guessing games; Channel99's data and peer benchmarking makes it easy to decide where to invest budget and where to cut." Reinvesting in technology and talent JSV is known for investing in early-stage SaaS and marketplace startups with bold plans to transform industries, including B2B software standouts like DocuSign, Upwork and Seismic. JSV is also bullish on reinvesting in entrepreneurs with a proven ability to shape the market. Golec pioneered ABM with the founding of Demandbase in 2007, a company in which JSV is the largest shareholder. Demandbase is widely recognized as the industry's leading provider of ABM, which has evolved into a staple in all B2B marketing strategies. "Our decision to invest in a company is not based on the product offering alone; we must have firm conviction in the team," says Bob Spinner, Founding Partner at Jackson Square Ventures and lead investor in Channel99. "We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we've seen firsthand how Chris can establish, manage, scale and lead a company to category ownership. We're proud to invest in him again." Early next year, Channel99 will release its full platform. The enterprise solution will integrate vendor spend and customer relationship management (CRM) data with insights to maximize pipeline, eliminate wasted budget and increase transparency into vendor and channel performance. About Channel99 Channel99 is a B2B performance marketing platform that unites marketing and finance teams to more effectively improve the value of marketing investment. By measuring the performance of vendors and channels driving high-quality website traffic, Channel99 helps B2B companies gain more meaningful and accurate insights into which investments reduce dollar inefficiencies, lower customer acquisition cost, and more predictably exceed sales pipeline numbers. Pioneering the next wave of B2B marketing, Channel99 provides the industry's only solution for measuring the quality of the channels generating pipeline. Learn more at www.channel99.com. About Jackson Square Ventures Jackson Square Ventures invests in early-stage software businesses that will be leaders in markets that matter in 10 years. Founded in 2011, the San Francisco-based firm primarily leads Series A investments in companies with a SaaS or marketplace focus. Its portfolio includes Alto Pharmacy, Artera, Cornershop, DocuSign, Jackbox Games, Seismic, Strava and Upwork, among others. For more information, follow the firm on Twitter or visit www.jsv.com.

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TARGETED ACCOUNT STRATEGY

Outreach Introduces Quarterly Sales Confidence Index, Revealing Optimistic Forecast

Outreach | November 14, 2022

Outreach, the leading sales execution platform helping revenue organizations create and close more pipeline, today introduced the results of its first Quarterly Sales Confidence Index. Based on a survey of 504 B2B sales leaders in the U.S. and U.K. at the end of September, the index reveals that 85% of respondents expect next quarter's revenue performance will increase from the previous quarter. Respondents cited the following reasons for their bullish outlook: "introduction of new offerings" to sell, "introduction of new sales technologies", "change in sales processes", "customer buying intentions", and "overall sector performance." Increased Investments in Sales Technology The 2022 Fall report dove into the top question on sales leaders' minds – how will our company increase seller productivity in the current down market? Outreach's Sales Confidence Index revealed 94% of respondents are prioritizing investing in sales technology, sparking a trend that companies will redeploy headcount budgets to technology in order to help increase revenue and forecast accurately. Outreach also recently discovered in a separate survey that 50% of respondents are actively consolidating or planning to consolidate their tech stack and 73% of leaders agree with the statement "We strongly prioritize choosing sales technology vendors that offer multiple products in an effort to minimize the number of vendors we use." These findings pose a large opportunity for companies to look toward a strategic platform approach that will solve their challenges across the sales journey from the Sales Development Representative (SDR) to the Account Executive (AE) to the Chief Revenue Officer (CRO). "In today's economy a global economic downturn has become a reality, and companies are looking to find ways to create and close pipeline faster," said Mary Shea, VP, Global Evangelist at Outreach. "In today's economy a global economic downturn has become a reality, and companies are looking to find ways to create and close pipeline faster," said Mary Shea, VP, Global Evangelist at Outreach. "Sales leaders are optimistic their sales teams will end the next quarter positively and a guiding force behind this success is a platform approach that helps companies close efficiency gaps and increase revenue. To prepare for what comes next, it will be necessary to equip every member of the GTM team with seller-first technology that has embedded automation and AI to maximize organizational efficiency and effectiveness." Continued Digitization of Sales Organizations across sectors had to digitally transform over the past few years and sales teams were no different. Sales teams were used to in-person meetings with clients and had to quickly adapt to digital selling. Approximately one fifth of respondents to the Sales Confidence Index survey are only meeting customers via video meetings, while more than half of respondents are mostly meeting customers through a video meeting platform with some in-person meetings. Only one percent of respondents are only meeting customers in person. Diversity, Equity, and Inclusion Programs Positively Impact Retention Additionally, Diversity, Equity, and Inclusion is becoming a more significant factor for Sales teams. In fact, 87% said their organization's DE&I policies have a positive impact on their sales and customer retention efforts. To help increase diversity in sales, Outreach launched the RISE and RISE UP programs; two leadership training programs created to help grow diverse talent from within. Now available for any company to use, these programs were designed to deliver opportunities and access to rising leaders, wherever their career journeys take them. The next Outreach Quarterly Sales Confidence Index findings will be revealed in early 2023. Outreach partnered with Dynata to survey 504 B2B sales leaders in the United States and United Kingdom across industries. 40% of respondents identified as VP of Sales, 27% as director of sales, 24% as sales team leader or manager, 5% as sales administrators, and 4% as individual contributors. The survey was fielded September 19-22, 2022. About Outreach Outreach is the leading sales execution platform that helps market-facing teams efficiently create and predictably close more pipeline. From prospecting to deal management to forecasting, our platform leverages automation and artificial intelligence to help revenue leaders increase efficiency and effectiveness of all go-to-market activities and personnel across the revenue cycle. Outreach is the only company to offer sales engagement, revenue intelligence, and revenue operations functionalities in a unified platform. More than 5,500 companies, including Zoom, Siemens, Okta, DocuSign, and McKesson depend on Outreach to power their revenue organizations. Outreach is a privately held company based in Seattle, Washington, with offices worldwide. To learn more, please visit www.outreach.io.

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Spotlight

Published: 10/2/2020 As global conditions and customer expectations change rapidly, innovation, efficiency, and resilience are more important than ever to your business. And while your organization’s on-premises ASP.NET applications provide value, they’ll limit your business’ ability to adapt and grow to give customers the exper

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