ACCOUNT BASED ADVERTISING

Demandbase Teams Up at the World Wide Web Consortium (W3C) to Help Shape the Future of Privacy and Advertising

Demandbase | March 16, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announces it has joined the World Wide Web Consortium (W3C), the international community that works to lead the web to its fullest potential. As the only Account-Based Experience (ABX) member, Demandbase will be part of the working group and standards organization, Demandbase will take part in helping to define the protocols and guidelines that ensure the long-term growth of the web. Even more specifically, the company will lend its extensive insights into the rapidly evolving fields of digital advertising, buyer privacy, buyer data, and more.

"We're proud to be part of W3C, which is widely respected as a community leader of ideas and practices in the digital space," says Juan Alvarado, the vice president of the Advertising Cloud at Demandbase. "Together, alongside other members and the W3C full-time staff, we'll work to shape the future of online advertising and privacy. We have a strong point of view about these issues at Demandbase, formed through experience and robust data, and are looking forward to drawing on both as we help to further W3C's important mission."

In recent years, digital advertising has been upended by changes made to protect privacy, which have impacted advertisers' abilities to target buyers. With its Advertising Cloud product and more than 550 advertisers using its B2B Go-To-Market platform, Demandbase is well-versed in the nuances of successful online advertising for accounts. The company's goal is to help determine viable solutions for the future that respect buyer privacy as well as give advertisers the tools they need to reach interested buyers.

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.

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Hyland, creator of OnBase, helped their partners drive pipeline by creating a systematic menu-based approach of assets to be used in their partners’ demand generation efforts.


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ACCOUNT MANAGEMENT

Transmission win B2B Large Agency of the Year at the B2 ANA Awards

Transmission | September 02, 2021

Very recently I wrote a piece that talked about embracing growth and change (whilst ripping off the late great David Bowie). In it, I talked about how much has changed since opening our first US office two and a half years ago, not to mention since I was employee no.4 at Transmission (then Pulse) back in London. Now, just a few months later, Transmission has won a B2 ANA Awards for Large Agency of the Year. For those of you who read my last piece, I am sure it comes as no surprise that the concept of Transmission as a large agency isn’t something we really identify with, so to be recognized alongside some of the agency heavyweights in a globally revered awards category is just incredible. For those of you who didn’t read my last piece, let me give you some context – Transmission is full of bright, passionate marketers who joined the world’s fastest-growing B2B agency in a fast-paced, start-up environment. That passion, dedication, and hands-on culture is one that has remained, and as such the start-up atmosphere is still in the air. This win has truly shown us just how far we’ve come, not just in our eyes, but in the eyes of our industry peers, and given us pause to take stock that we’re no longer the start-up agency we were a few short years ago. The incredible growth and success Transmission has seen over the past few years, in the US and all over the globe, could not have been possible without our clients, partners and of course the brilliant minds of our Transmissioners. Thank you to everyone who has been involved in this journey so far and we look forward to taking you along for the ride as we continue to grow. In the words of a much smarter man than I said (and to continue the theme) ‘I don't know where I'm going from here, but I promise it won't be boring – David Bowie.

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BUYER INTENT DATA

Bombora Launches New Salesforce App, Making it Easier for Sales Teams to Pursue In-market Accounts

Bombora | May 30, 2022

Bombora, the leading provider of B2B Intent data, today announced that it has launched a native Salesforce app that makes it easier than ever for Salesforce users to access Bombora’s Company Surge® score and take action based on those insights. Bombora customers have relied on a successful Salesforce integration for several years, and Salesforce users have had access to Bombora Company Surge® scores that show them which of their target prospects and accounts are actively in-market for their products or services. This latest iteration of the integration creates a faster time-to-value for end users by automating processes that were previously manual. Now, Salesforce users can select the topics and clusters that they want to monitor using Bombora’s Intent data, and the app automatically ties the Intent data to the user’s accounts listed within Salesforce. Insights are delivered on an automated, weekly basis, ensuring that sales teams have the latest insights into who is actively in-market for their products. The new app also features easy-to-read widgets that visualize data and insights, making it easier for teams to act. “Bombora’s mission is to make life easier for sales and marketing teams by making our data available directly within the platforms and tools that they use on a daily basis,” said Erik Matlick, CEO and co-founder of Bombora. “Bombora’s mission is to make life easier for sales and marketing teams by making our data available directly within the platforms and tools that they use on a daily basis,” said Erik Matlick, CEO and co-founder of Bombora. “This new app is the product of a long, productive partnership with Salesforce, and we’re excited to make it even easier for teams to access our Intent data and put it into action. These are the kinds of partnerships and integrations that improve the ecosystem for everyone.” Through a new Domain Matching feature, Salesforce users can select website fields within the platform that they want to match to Bombora data. This level of control allows teams that have customized their Salesforce instances to better align their data with the output they’ll need from Bombora. The new app also provides account creation services. If Bombora detects a company that is exhibiting high levels of intent within the criteria that a Salesforce user has identified, but is not within the user’s list of target accounts, then Bombora will create the identified company as a new account record. Bombora has more than 100 integrations across the marketing and sales ecosystems, making its Company Surge® data easily accessible to the teams that rely on these data and insights. 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 bombora.com.

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ACCOUNT BASED DATA

Madison Logic Named a Leader in 2022 Quadrant Knowledge Solutions’ SPARK Matrix for Account Based Marketing (ABM) Platforms

Madison Logic | June 08, 2022

Madison Logic, the leading global digital Account Based Marketing (ABM) platform, today announced that Quadrant Knowledge Solutions, a global advisory and consulting firm, named Madison Logic a 2022 Technology Leader in its SPARK Matrix™ analysis of the global ABM market. The annual report provides a detailed analysis of the global ABM market dynamics, major industry trends, and leading ABM vendors. Madison Logic stood out among the top four vendors analyzed for its sophisticated, cloud-based ML Platform and key technology differentiators, including comprehensive account prioritization signals, global reach, buying committee engagement, advanced multi-channel measurement, and customer success. “Successful enterprise marketers leverage account-based strategies to accelerate growth,” said Tom O’Regan, CEO of Madison Logic. “Our continued position as a Technology Leader within this report further validates the success Madison Logic has in providing marketers responsible for revenue growth with a competitive edge to prioritize and engage the right accounts across every stage of the sales cycle.” Madison Logic’s market-leading approach enables large enterprise and fast-growing middle-market companies to leverage a combined data set of three independent signals to identify and prioritize companies demonstrating the highest propensity to purchase, activate data-driven programs globally across the primary channels revenue marketers rely on, and measure the direct impact on pipeline and business growth. According to Megha Rungta, Analyst at Quadrant Knowledge Solutions, “Madison Logic’s multi-channel ABM media activation and measurement platform titled the ML Platform helps B2B organizations in designing and improving compelling campaign strategies and effectively engaging with the accounts across their journey. The company continues to deliver value to its customers through its key technology differentiators, including comprehensive account prioritization signals, global reach, buying committee engagement, advanced multi-channel measurement, and customer success.” Megha added: “With its ability to cater to diverse use cases, robust product strategy and roadmap, and strong industry expertise, Madison Logic has received a strong rating across the parameters of technology excellence and customer impact and has been positioned amongst the leader in the SPARK Matrix: Account-Based Marketing Platform, 2022.” The Quadrant Knowledge Solutions SPARK Matrix analysis includes a comprehensive review of global ABM market dynamics, trends, vendor solutions, and competitive forces. The study provides an analysis and ranking of 17 ABM vendors in the form of its SPARK Matrix, empowering ABM Marketers to evaluate different vendor capabilities, competitive differentiation, and market position. About Madison Logic The ML Platform, a global multi-channel ABM activation, and measurement platform enables enterprise organizations to leverage a proprietary combined data set to identify the accounts most likely to purchase, accelerate the customer journey, and shorten sales cycles to positively impact ROI. Madison Logic empowers B2B marketers to convert their best accounts faster by finding and engaging with the most influential individuals throughout the buyer's journey. Visit madisonlogic.com for more information.

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ACCOUNT BASED DATA

Hunter & Bard Joins the Folloze as a Service Technology (FaaST) Agency Program to Optimize ABM-driven Buyer Journeys

Folloze, Hunter & Bard | June 27, 2022

Folloze and Hunter & Bard, a leading account-based marketing (ABM) agency, announced a partnership today that will bundle the Folloze B2B Buyer Experience Platform with Hunter & Bard’s extensive ABM services. Hunter & Bard will join the Folloze as a Service Technology (FaaST) program, bringing data-driven marketing engagement, personalization and turnkey campaign activation to the agency’s clients that need ABM expertise and deployment. “Most of our clients want to scale their ABM efforts quickly, but lack the time or internal resources to do so. They want to hit the ground running with an expert ABM team,” said Shira Abel, founder and CEO of Hunter & Bard. “Most of our clients want to scale their ABM efforts quickly, but lack the time or internal resources to do so. They want to hit the ground running with an expert ABM team,” said Shira Abel, founder and CEO of Hunter & Bard. “With Folloze as our backbone, we’re able to deliver great sales and marketing results by building out the right target lists, rolling out strategic content on Folloze Boards, and orchestrating account engagement and reporting. We make it fast and easy, and Folloze helps us get it done.” Going to Market ‘FaaST’ with Folloze-powered Buyer Experiences The FaaST program was created to help marketing agencies spin up Folloze Buyer Experience instances with a turnkey ABM package that agencies can fully manage themselves on behalf of their clients. “Our FaaST capabilities give agencies like Hunter & Bard the opportunity to scale their services and give them control over how they build Folloze Boards with their clients,” said Randy Brasche, vice president of marketing with Folloze. “And we bring our expertise with B2B buyer engagement to the table to help agencies grow their ABM businesses.” For Hunter & Bard, it’s all about helping their clients get better close rates for their marketing and sales opportunities. “Folloze is a great facilitator on multiple levels of engagement,” Abel said. “From building lists and segmenting the right content, to targeting messaging and sending out compelling, personalized campaigns, our clients are getting significantly higher open rates than on typical, broad-based campaigns — and much higher closed-win rates. One of our clients has seen close rates go from 39 percent with general marketing to 90 percent with the better-targeted programs we produced for them through Folloze.” Hunter & Bard clients can also create online ad programs that link directly to their Folloze Boards and drive campaign rollout. “Once those opportunities come in, we can quickly put together targeted outbound campaigns based on where the opportunity came from, which have produced some very nice results. Nothing is better for the outbound list build and directing emails to content than Folloze.” Improving Sales Team Orchestration and Optimization Another key area for Hunter & Bard’s clients is optimizing and orchestrating sales team activity. “No sales rep wants to waste time with bad leads that come from a poorly-targeted ABM program,” Shira said. “We’re out to help change sales team behavior and help them prioritize their time.” With Folloze, sales reps can not only see who's active, but also see intent signals related to what they're searching for, which prospects clicked through on an email and when, what content they clicked on, and how long they engaged. Building a Foundation for Better ABM Consulting and Programs “At Hunter & Bard, we’re getting more and more creative with enablement and engagement,” Abel said. “We’re optimizing our targeting with curated content, and our Folloze Boards are beautiful. But for our clients, it means they get the results they’re looking for; they get the wins, and they get the promotion.” “I do a lot of teaching and mentoring on the ABM front, and Folloze is an invaluable tool for doing ABM the right way,” concludes Abel. “And I can’t say enough about the team support at Folloze. We love working with them.” About Folloze Folloze, the easiest and most powerful B2B Buyer Experience Platform, is used by B2B marketing, sales, and revenue teams. Requiring no code, Folloze empowers any marketer to easily build data-driven, highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and revenue growth. Top B2B brands, including Oracle, Google Cloud, Cisco, Autodesk, MetLife, and UL trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.com/. About Hunter & Bard Hunter & Bard is an award-winning agency of enterprise marketers and designers who focus on high-ACV Account-Based Marketing (ABM). The agency works between product marketing and sales to analyze competitors, create strategic messaging, build sales-enablement materials, and design and orchestrate successful ABM programs. Hunter & Bard is a WBENC-certified Woman-Owned Small Business and was named Siemens’ Small and Diverse Supplier of the Year for 2021. To learn more, visit https://hunterandbard.com/.

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