ABM ACCOUNTS

Demandbase Once Again Designated as the Leader on SPARK Matrix™ for Account-Based Marketing (ABM) Platforms

Demandbase | June 02, 2022

Leader on SPARK Matrix
Demandbase, the Smarter GTM™ company for B2B brands, today announces that it has been recognized as the leader among account-based marketing (ABM) platforms on the SPARK MatrixTM for Account-Based Marketing (ABM) Platforms. Established by Quadrant Knowledge Solutions (QKS), SPARK Matrix includes the positioning of leading ABM vendors with a global impact. This is the second consecutive year that Demandbase has been in the top spot for technology leaders with high customer impact and technology excellence, ranking above all other vendors on the Matrix.

"Demandbase started as an ABM technology, and we're thrilled that we repeatedly are recognized as the leading ABM platform. The category is constantly growing and changing, and we're proud to be playing a key role in that," says Jon Miller, chief marketing officer of Demandbase.

"Demandbase started as an ABM technology, and we're thrilled that we repeatedly are recognized as the leading ABM platform. The category is constantly growing and changing, and we're proud to be playing a key role in that," says Jon Miller, chief marketing officer of Demandbase. "That said, our solutions have gone beyond 'just ABM.' Demandbase injects Account Intelligence into every step of the buyer journey and helps companies master a smarter go-to-market across ABM, advertising, B2B data, and sales intelligence."

Last year, Demandbase launched the Account-Based Experience (ABX) movement, the forward-looking, customer-centric iteration of ABM. Since then, the company has consistently elevated its go-to-market (GTM) suite of products to better equip B2B revenue teams for success. With its robust Account Intelligence and industry-leading technology, Demandbase continues to set the bar high for ABM and GTM.

In addition to this notable achievement, Demandbase has received further recognition in the ABM industry, including:
  • Being named a Leader in the Gartner® Magic Quadrant™ for Account-Based Marketing Platforms, 2022
  • Only vendor to receive the highest scores for all three Use Cases in the 2022 Gartner Critical Capabilities for Account-Based Marketing Platforms report
  • Being named a Leader in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022
  • Being named by Research in Action as global market leader on the Vendor Selection Matrix™ for Account-Based Marketing.
  • Earning a Top Rated award by TrustRadius for Account-Based Marketing (ABM)

Quadrant Knowledge Solutions' Account-Based Marketing (ABM) Platform market research includes a detailed analysis of the global market regarding short-term and long-term growth opportunities, emerging technology trends, market trends and future market outlook. The study provides a comprehensive market forecast analysis of the global market and the overall market adoption rate as well. The research includes detailed competition analysis and vendor evaluation with the proprietary SPARK Matrix analysis.

About Demandbase
Demandbase is Smarter GTMTM for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Spotlight

We’re big advocates of marketing automation at Velocity, a B2B agency. Our clients were among the first European users of Marketo (I still remember John Watton, now at Adobe, cracking open his PC and showing us this thing called a ‘nurture flow’). Of course, this was long before anyone had even heard of “account based marketing,” or ABM.


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SugarCRM Named to Constellation ShortList for B2C Marketing Automation for Small and Midsize Business for Second Year Running

SugarCRM | August 29, 2022

SugarCRM today announced its Sugar Market solution has been named to the Constellation ShortList™ for B2C Marketing Automation for Small and Midsize Business in Q3 2022 for the second year running. This recognition comes on the heels of Sugar Market being shortlisted by Constellation for addressing the unique needs of the B2B SMB sector. Constellation Research advises leaders on leveraging disruptive technologies to achieve business model transformation and streamline business processes. The Constellation ShortList for B2C Marketing Automation for Small and Midsize Business provides an overview of software that enables small and midsize companies to build and scale brand awareness and loyalty through personalized campaigns, social engagement, and commerce-focused interaction. According to the ShortList report, authored by Constellation Research Vice President and Principal Analyst Liz Miller, “B2C SMB organizations are looking for powerful marketing and engagement automation engines that balance the need to create repeatable and sustainable interactions with consumers while scaling for growth and utilization in periods of rapid growth and evolution. Small teams want easy-to-use, functional marketing automation solutions with features that can grow with the business and the customer, without the need for large IT, developer or large costly specialized teams to get systems and campaigns up and running.” “It’s an honor to earn back-to-back Sugar Market ShortList rankings for the second consecutive year by the esteemed analysts at Constellation Research,” said Christian Wettre, Senior Vice President and General Manager, Sugar Platform, SugarCRM. “It’s an honor to earn back-to-back Sugar Market ShortList rankings for the second consecutive year by the esteemed analysts at Constellation Research,” said Christian Wettre, Senior Vice President and General Manager, Sugar Platform, SugarCRM. “Personalizing the customer experience sits at the heart of modern marketing. We’re proud to offer a leading AI-driven marketing automation solution that lets the platform do the work to put forth meaningful, relevant customer communications at scale to help fuel business growth.” Sugar Market is designed to make the hard things easier for marketers with a curated toolset that includes intuitive campaign builders, advanced automations, and superior reporting. As such, Sugar Market is empowering companies to turn automation into sustainable business transformation that delivers efficiencies and profitable results: Funds2Orgs freed up 50 percent of sales professionals’ time by automating lead emails, tracking inventory and fundraiser status, and simplifying workflows across teams. Tax Saving Professionals accelerated marketing campaign creation 10x, while reducing marketing workload. The delivery of highly personalized customer experiences, critical to brand loyalty, remains a challenge for many organizations. According to Sugar’s survey of 1,600 global sales and marketing professionals worldwide, more than eight in ten sales and marketing leaders (81%) believe their customers leave because of a lack of communication and personalized, relevant messaging. Sugar Market takes the guesswork out of creating personalized marketing campaigns and replaces it with science – leveraging artificial intelligence (AI) to quickly segment various audiences, identify ideal customer profile, and engage more effectively with those segments. With SugarPredict, Sugar Market generates customer insights that help create new marketing strategies accordingly by identifying the most promising leads to increase conversions, making personalized recommendations and next-best-action throughout the customer journey, and spotting cross-sell, and up-sell opportunities based on predicted needs to drive revenue growth. About SugarCRM SugarCRM is how marketing, sales, and service teams finally get a clear picture of each customer to help businesses reach new levels of performance and predictability. Sugar is the CRM platform that makes the hard things easier. Thousands of companies in over 120 countries rely on Sugar to achieve high-definition CX by letting the platform do the work. Headquartered in Silicon Valley, Sugar is backed by Accel-KKR.

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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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Klaviyo and Shopify Announce Strategic Partnership

Klaviyo | August 03, 2022

Klaviyo, a leading customer platform, today announced a product partnership with Shopify Inc. (NYSE, TSX: SHOP), a provider of essential internet infrastructure for commerce. Shopify is also making a strategic investment in Klaviyo to build upon the long-term collaboration between the platforms. As part of the partnership, Klaviyo will now serve as the recommended email solution partner for Shopify Plus, a plan for merchants with higher-volume sales that offers additional functionality, scalability and support from Shopify’s base-level offering. In addition, Klaviyo will receive early access to new Shopify development features, helping Klaviyo and Shopify accelerate critical new technologies designed to help merchants navigate recent shifts in online marketing. As Klaviyo is already a top solution in the Shopify App Store, this partnership will further strengthen opportunities for merchants to deepen customer relationships amidst a dynamic marketing environment. Klaviyo's powerful customer platform unifies customer journey data under one solution and makes this data accessible and actionable, so that marketers can leverage this data to acquire, delight, and retain customers on their own terms. For further ease of use, Klaviyo's software also integrates with leading ecommerce platforms such as Magento, BigCommerce, Stripe, and WooCommerce and over 220 apps that merchants want to connect with through Klaviyo. “Our goal has always been to understand our customers (and their biggest challenges) and build the most loved product that solves those challenges,” said Andrew Bialecki, co-founder and CEO of Klaviyo. “Our goal has always been to understand our customers (and their biggest challenges) and build the most loved product that solves those challenges,” said Andrew Bialecki, co-founder and CEO of Klaviyo. “Partnerships with leading platforms like Shopify that share our values and mission are crucial to how we help solve those challenges creators and brands face. We’re excited about what this continued partnership represents for our customers.” “Klaviyo is a shining example of the outsized impact Shopify’s app and partner ecosystem can have on the next generation of commerce solutions for independent brands,” said Harley Finkelstein, President of Shopify. “Klaviyo has become invaluable to hundreds of thousands of merchants to help them better understand their customers and engage them in highly personalized ways across so many touchpoints. Klaviyo's success has been astounding, and we're excited to take this next step in our already robust partnership to make it even easier for Shopify merchants to grow their businesses.” Klaviyo has been part of the Shopify Ecosystem since 2017. Together, Shopify and Klaviyo have helped brands like Loeffler Randall, Glossier, and OSEA establish deeper relationships with their customers and succeed as independent businesses. Click here to learn more about how to get started with Shopify and Klaviyo. About Klaviyo Klaviyo is a unified customer platform that gives online brands direct ownership of their consumer data and interactions, empowering them to turn transactions with customers into long-term relationships—at scale. With Klaviyo, brands can combine customer data with more than 220 native integrations to automate personalized email and SMS communications that make customers feel seen. Klaviyo makes it easy—no need to start from scratch, piece together multiple platforms, or rely on third-party marketplaces and ad networks. From mom-and-pop shops to established companies, innovative brands like Unilever, Dermalogica, Solo Stove, Citizen Watches, and more than 100K other paying users leverage Klaviyo to acquire, engage, and retain customers—and grow on their own terms. Learn more at klaviyo.com.

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TechTarget Archer Awards Recognize APAC's Best in Data-Driven Marketing and Sales

Archer Awards, TechTarget | September 20, 2022

TechTarget, Inc. TTGT, the global leader in B2B technology purchase intent data and marketing services, recognized exceptional technology marketing and sales leaders across Asia Pacific (APAC) in its 2022 Archer Awards. All the award recipients are running innovative digital marketing and sales programs across the region, all fueled by intent data. "Even at a time when some face-to-face activities have re-entered the marketing mix, these companies understand that most pre-purchase research is happening online and independent of tech vendors," said Michael Cotoia, CEO, TechTarget. "Even at a time when some face-to-face activities have re-entered the marketing mix, these companies understand that most pre-purchase research is happening online and independent of tech vendors," said Michael Cotoia, CEO, TechTarget. "They are leveraging intent data to identify and reach the right accounts, engage buying teams earlier and set their sales teams up to close deals faster." This is the fourth consecutive year that TechTarget has shined the spotlight on industry accomplishments in APAC as part of its global Archer Awards program. "While their programs are different, the winners share an understanding that data is the most powerful way to deliver breakthrough results and maintain a powerful edge for their organizations in a highly competitive market," said Jon Panker, Managing Director APAC, TechTarget. "We are extremely proud to recognize and celebrate their incredible achievements." 2022 Archer Award APAC Winners Digital Marketer of the Year – Molita Coelho, Head of Field Marketing APJ, Okta Digital Team of the Year – Red Hat Demand Center APAC Priority EngineTM Marketing Team of the Year – SoftIron Priority Engine Sales Team of the Year – CrowdStrike APJ Best Account-Based Marketing Program – DataStax APAC Best Demand Generation Program – SAP Southeast Asia Best Thought Leadership Program – AWS APAC To learn more about TechTarget customer success, visit https://www.techtarget.com/customer-success/. About the Archer Awards TechTarget developed the Archer Awards to annually recognize innovative customers: sales and marketing leaders who demonstrate data-driven excellence and are driving remarkable results in partnership with TechTarget. In its fourth year, the Archer Awards program recognizes customers in North America, EMEA and APAC. About TechTarget TechTarget TTGT is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 150 highly targeted technology-specific websites and 1,125 channels, TechTarget attracts and nurtures communities of technology buyers researching their companies' information technology needs. By understanding these buyers' content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.

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Spotlight

We’re big advocates of marketing automation at Velocity, a B2B agency. Our clients were among the first European users of Marketo (I still remember John Watton, now at Adobe, cracking open his PC and showing us this thing called a ‘nurture flow’). Of course, this was long before anyone had even heard of “account based marketing,” or ABM.

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