ACCOUNT-BASED EXECUTION

Contentgine Announces the Release of "Target Lists, Categories, and Case Study Titles: 3 Surprising Results from a Contentgine Data Science Analysis"

Contentgine | January 24, 2022

Contentgine® (www.contentgine.com), the world leader in content-based marketing, announced today that it has released an analysis of the target account lists (TAL's) utilized by a sample set of customers, and that analysis has yielded three surprising results.

Specifically, the company's chief data scientist, Ben Luck, ran a series of trials utilizing Contentgine's TAL's to supplement the TAL's supplied by three customers: a cloud communications company, a financial ERP company, and a digital signature company.

Luck said he was not surprised by the first result, that the Contentgine TAL's improved the clients' TAL's by creating a ten to twenty times' larger engagement. What surprised him was that the Contentgine dataset also showed that clients were missing market segments where they didn't think they could compete, and that the way they titled their case studies and email messages had a direct effect on whether a prospect would engage.

"We have perhaps the world's largest dataset of content interactions as a result of our Perpetual Engine," Luck said.

"We have perhaps the world's largest dataset of content interactions as a result of our Perpetual Engine," Luck said. "We email content from our huge B2B content library to 50 million targets a month, and that produces over 1 billion intent signals per quarter. That data can be used to improve a customer's target account list."

"What did surprise me was that our data showed one aspect our clients were missing: market segments where they did not think they could compete. One, for example, focused on small business but we showed them that large enterprises would engage with them as well."

"The last result was the most surprising. In short, how you title your case study or email offer can directly affect whether a prospect engages. There's more to it that the report shows, but in short, the more specific you are in the title of the case study, the less likely you are to get prospects to read it. We were very surprised by that, and it now makes the naming and wording of case study offers in content marketing a new art and science. I am very happy to have made these revelations, as they directly improve our content marketing performance for our clients."

Luck said his analysis is ongoing, and he expects to uncover more improvements for Contentgine clients in the near future. The analysis can be read at the Contentgine.com website, under the 'Articles' tab.

ABOUT CONTENTGINE
Contentgine® has claimed a leadership position in the content syndication and intent marketing categories, basing its business upon the following value proposition: "Contentgine helps all professionals in all industries find the right solutions for their businesses."

The company is witnessing explosive growth by utilizing a unique way of offering business solution information to business professionals via its Contentree B2B content library – the world's largest such library - and utilizing its unique Perpetual Engine methodology. Together they produce both the industry's most precise first-person intent data and the industry's only content performance analytics platform.

Spotlight

The volume of email sent by B2B marketers is often much lower than retailers or other B2C sites, and marketing automation providers often spread the usage of their email IP addresses across multiple clients. In fact, most marketing automation subscriptions default to a shared IP. Consider checking with your provider on the costs associated with a dedicated IP address for your company,otherwise your deliverability could be impacted by the bad practices of the other companies on the same IP.


Other News
ACCOUNT-BASED DATA

ZoomInfo Earns Top Placement on Record-Tying 27 Grids in G2’s 2022 Winter Grid Reports

ZoomInfo | December 21, 2021

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced that it has earned the top spot on a company record-tying 27 grids in G2’s Winter 2022 Grid Reports. This is the second time ZoomInfo has placed No. 1 in 27 categories. The company has led 18 different grids for at least six consecutive quarters, including the overall Buyer Intent Data Tools category along with the top spot in every Lead Capture, Lead Intelligence, Market Intelligence, and Marketing Account Intelligence category. “We’re thrilled to see our customers are as enthusiastic about ZoomInfo as we are,” said Henry Schuck, ZoomInfo Founder and CEO. “These reviews from G2 fuel our motivation to continue growing and supporting the best possible products so our customers have the tools they need to succeed.” ZoomInfo continued its market leadership, as it was listed for the seventh straight quarter as the No. 1 Enterprise solution in all three of the Sales Intelligence, Market Intelligence, and Marketing Account Intelligence sections. Also of note: ZoomInfo has collected at least 26 No. 1 rankings in each of the last four Grid Reports. ZoomInfo improved or matched its ranking on all 43 grids from last quarter. ZoomInfo returned to the No. 1 spot on the overall Sales Intelligence grid, surpassing LinkedIn Sales Navigator. ZoomInfo maintained the top spot in both the overall and mid-market grids of Marketing Account Intelligence for the 16th consecutive quarter. ZoomInfo was named the No. 1 Enterprise solution in six different sections. 39 of ZoomInfo’s 43 rankings were in the top-two on their grid. The Winter 2022 Grid® Reports are based on G2’s unique algorithm, which calculates customer satisfaction and market presence scores in real-time. Based on user reviews and data aggregated from online sources and social networks, ZoomInfo’s high placement in these categories underscores the ways in which best-in-class data feeds every step of a sales and marketing professional’s workflow, and reveals the need for an automated pathway to go-to-market intelligence. No. 1 Placements (27) Lead Capture Lead Capture: Enterprise Lead Capture: Mid-Market Lead Capture: Small Business Lead Intelligence Lead Intelligence: Enterprise Lead Intelligence: Mid-Market Lead Intelligence: Small Business Market Intelligence Market Intelligence: Enterprise Market Intelligence: Mid-Market Market Intelligence: Small Business Marketing Account Intelligence Marketing Account Intelligence: Enterprise Marketing Account Intelligence: Mid-Market Marketing Account Intelligence: Small Business Email Verification Email Verification: Mid-Market Email Verification: Small Business Lead Mining Lead Mining: Mid-Market Lead Mining: Small Business Buyer Intent Data Tools Buyer Intent Data Tools: Mid-Market Sales Intelligence Sales Intelligence: Enterprise Account Data Management: Enterprise No. 2 Placements (12) AI Sales Assistant AI Sales Assistant: Enterprise AI Sales Assistant: Mid-Market AI Sales Assistant: Small Business Account Data Management Account Data Management: Mid-Market Account Data Management: Small Business Sales Intelligence: Mid-Market Sales Intelligence: Small Business Visitor Identification Visitor Identification: Mid-Market Recruiting Automation: Small Business Other Placements (4) Recruiting Automation Recruiting Automation: Enterprise Recruiting Automation: Mid-Market Visitor Identification: Small Business No. 1 Placements by Quarter Winter 2022: 27 Fall 2021: 26 Summer 2021: 27 Spring 2021: 26 Winter 2021: 22 Fall 2020: 19 Summer 2020: 10 Spring 2020: 7 Winter 2020: 8 Fall 2019: 8 Summer 2019: 5 Spring 2019: 5 Winter 2019: 3 About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. The ZoomInfo platform empowers business-to-business sales, marketing, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about our leading go-to-market software, data, and intelligence, and how they help sales, marketing, and recruiting professionals, please visit www.zoominfo.com.

Read More

ACCOUNT-BASED DATA

Cryptocurrency broker uses Ada AI platform for better CX

Ada, LiteBit | December 29, 2021

With the growth of cryptocurrencies in recent years, LiteBit, one of the top cryptocurrency brokers in Europe, has had to scale its customer service response strategy. When the cryptocurrency industry saw record-breaking growth rates in 2017, more people started to click onto LiteBit's website, inquiring about the market. The Netherlands-based broker helps customers buy, sell and store more than 45 different types of cryptocurrencies. With only two people in its customer service department, the company realized it would need more people to answer inquiries. Although it had an integration with Zendesk, that wasn't enough. Turning to Ada This led LiteBit to partner with Ada, a customer service chatbot vendor based in Toronto. Founded in 2016, Ada provides a chatbot-based platform that helps enterprises automate customer experience. The platform automates the interactions between brands and their stakeholders, said Ruth Zive, senior vice president of marketing at Ada. "Ada is actually underpinned by machine learning models and natural language processing," Zive said. "We're able to recognize intent and really deliver AI-powered experiences." She continued that the chatbot anticipates customer needs and interacts with them in a customized fashion. Ada is a no-code platform, so users do not need to depend on their IT department. However, IT teams can go into Ada and tailor experiences and integrations to make it personalized for users, Zive said. The platform's multilanguage functionality appealed to LiteBit, a European company that serves customers who use localized languages, said Bas Lucieer, director of data and automated customer experience at LiteBit. LiteBit was also impressed by Ada's interface and simplicity. LiteBit needed a platform where customer service agents could create answers themselves, which Ada allows, Lucieer said. The cryptocurrency broker first implemented Ada by putting the bot on its FAQ page. When people clicked on the bot, they were able to see the top five frequently asked questions and quick responses in short text format. If those questions didn't fit the technical problems that they had, different flows could be created so that the customer's information could be gathered and sent directly to the Zendesk platform, Lucieer said. "Instead of ping-ponging back and forth three times asking for more information, [we can now] get all the information directly from the customer [once]," Lucieer said. He added that this reduces the agent handling time significantly. Ada enabled LiteBit's agents to go from full-time customer support to working part time on the Ada chatbot and part time on customer support. While some customers still choose to call customer service, others are happy to receive their answers more quickly using the chatbot. The training involved It took LiteBit about three months to fully integrate Ada into its websites. One challenge the company faced was determining how to fit large articles into short texts for customers. "You might think 'OK, I want a lot of text balloons coming up,' but you sort of overwhelm the customer," said Lucieer. Customer service agents also had to learn how to tune machine learning to improve Ada. They were trained on how to flag keywords so customers receive the right answer. LiteBit has shifted its focus from using Ada to help solve customer service questions to using it to proactively get messages to customers. "If something is wrong, for example, with an order or someone needs to do a customer protocol or anything like that, we want to give a signal on the website," Lucieer said. He said the company now uses the platform to ask customers for more information and give real-time data streams on LiteBit's website. Ada's new features Recently, Ada introduced new features on its platform, including language-agnostic natural language understanding (NLU), languages that are read from right to left, omnichannel extensions and A/B testing. The NLU features improve the understanding and intent recognition of multilingual customers. It helps LiteBit to recognize customers' questions better, Lucieer said. "Ada is trying to use more machine learning to help out our agents," he continued. This helps LiteBit improve their answers to customers' questions. Ada gives agents suggestions about which answers are best for customers. LiteBit also uses the A/B testing to track which answers fit which customer age group or location. Ada, which raised funding in May at a $1.2 billion valuation, said it doesn't publicly disclose how much it charges users, but it tends to be a higher-cost platform compared to other chatbot tools in the market. Other chatbot customer service platforms includes Zendesk, Kustomer and Intercom. Technology giants like Google and Amazon also have chatbot technology in their customer service offerings.

Read More

ACCOUNT MANAGEMENT

Demandbase Included in 2021 Gartner® Market Guide for Revenue Data Solutions

Demandbase | December 16, 2021

Demandbase, the B2B go-to-market leader, today announced it has been identified as a Representative Vendor in the 2021 Gartner Market Guide for Revenue Data Solutions.[1] According to this report “revenue data solutions provide actionable context about customers and prospects, making planning, acceleration and engagement activities more effective.” As per this report, the six key factors that differentiate most vendors are data sources, intent data, predictive analytics, customization, integration and privacy. “We’re really honored to be identified by Gartner in this Market Guide report,” said Jon Miller, chief marketing and product officer at Demandbase. “We believe that the value of revenue data solutions in the B2B world has become abundantly clear, and Demandbase is one of the few vendors that delivers extensive breadth and depth in both data and functionality. We’re constantly working toward expanding all of this even more and continuing to give customers the most premium solution available on the market.” According to this report: One of the strategic planning assumptions is “by 2024, early adoption of RDS will propel progressive B2B organizations to achieve growth at three times that of those who delay.” The adoption of revenue operations will become more common. Intent data and other behavioral components will increase in value. Revenue data solutions (RDS) have progressed considerably in the last few years, moving from commoditized contact/company data enrichment and cleanup into predictive and multi-sourced solutions for actionable customer context across commercial silos. *Gartner, “Market Guide for Revenue Data Solutions,” Tom Cosgrove, Jeffrey Cohen, September 29, 2021. Gartner Disclaimer GARTNER is registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. 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.

Read More

ABM ACCOUNTS

MRP Named a “Leader” in Account-Based Marketing Platform Analysis by Independent Research Firm

MRP | March 22, 2022

MRP, the only enterprise-class predictive Account-Based Sales and Marketing platform, today announced that Forrester Research has named MRP a leader in its recent report, The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022. In its evaluation of ten of the most significant providers in the category, Forrester recognized MRP for its broad engagement capabilities, global reach, and suitability for large enterprises supporting independent business units or regions. Elaborating on MRP’s position as a leader, Forrester noted that “MRP excels at mature, omnichannel ABM programs that require global data capabilities and multitenant deployments for consistent ABM strategies across many regions.” MRP was the only vendor in the evaluation to receive the highest rating, differentiated, in both the engagement channels and performance assessment criteria. Forrester also found that “MRP offers the most native and integrated engagement channels of any vendor in this evaluation” and “unique attribution capabilities that can connect individual channels to the ABM-influenced pipeline.” “Enterprise marketers, unlike their mid-market counterparts, face the unique challenge of engaging and influencing buyers across multiple geographies, teams and lines of business,” said Mark Ogne, CMO of MRP. “Enterprise marketers, unlike their mid-market counterparts, face the unique challenge of engaging and influencing buyers across multiple geographies, teams and lines of business,” said Mark Ogne, CMO of MRP. “With this report, we believe Forrester has recognized that MRP is on a totally different level when it comes to serving complex, global enterprises. This is why 19 of the top 20 technology companies rely on MRP to drive unparalleled ABM performance and revenue impact.” Enterprise marketers leveraging the MRP Prelytix platform are able to orchestrate and deliver meaningful, personalized buying journeys in real time across multiple channels, geographies, and languages. MRP clients interviewed by Forrester praised the platform’s “multitenant capabilities, quality of insights, reporting, and global support.” Reference customers stated that MRP “make(s) it easy to use across a myriad of channels online and offline,” and “has amazing global reach and customer support.” 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.

Read More

Spotlight

The volume of email sent by B2B marketers is often much lower than retailers or other B2C sites, and marketing automation providers often spread the usage of their email IP addresses across multiple clients. In fact, most marketing automation subscriptions default to a shared IP. Consider checking with your provider on the costs associated with a dedicated IP address for your company,otherwise your deliverability could be impacted by the bad practices of the other companies on the same IP.

Resources