BUYER INTENT DATA
Clearbit | November 17, 2022
Clearbit, a leader in B2B marketing intelligence, today announced they have built a new integration to support G2 Buyer Intent data in their platform. For marketers, actioning G2 Buyer Intent alongside Clearbit’s company intelligence and audience management enables them to better engage the right companies at the right time.
“Marketers know that engaging the right companies at the right time is key, but with increased pressure to build high-quality pipeline, it’s never been more critical,” said Harlow Ward, CTO, Clearbit.
“Marketers know that engaging the right companies at the right time is key, but with increased pressure to build high-quality pipeline, it’s never been more critical,” said Harlow Ward, CTO, Clearbit. “With G2 and Clearbit, teams can now leverage the powerful combination of company fit and buyer intent to focus their funnel - and even use Clearbit Capture to discover key buyers and contacts at their best-fit, high-intent prospects.”
Customers of G2 and Clearbit can now access all their relevant G2 Buyer Intent Signals directly in Clearbit’s Data Activation Platform, including:
Companies viewing their G2 Product Profiles and Sponsored Content
Companies viewing their G2 Category(ies), Comparison Products, and Alternative & Competitor Pages
G2 Buyer Intent Scores for every visiting company
"Buyer intent data is a secret weapon for leading B2B marketers,” said Christine Li, VP of Growth & Enablement at G2. “Clearbit's integration with G2 helps marketers take that data even further -- driving more streamlined actions for sales, intent-based revenue, and realizing the full potential of account-based marketing.”
By using Clearbit’s Audience Builder to add in these G2 signals alongside Clearbit’s company intelligence and revealed website visitors, teams can now discover and engage high-quality potential pipeline in new ways. For example:
Identify best-fit companies researching your solution – or your competitors – on G2, and use Clearbit Capture to discover key buyer contact information for immediate marketing or sales outreach
Layer G2’s signals and Buyer Intent Score with Clearbit’s company data to score and prioritize new leads or open opportunities - ensuring your team is focused the best-fit, in-market buyers
Know when customers up for renewal are viewing alternatives or comparing to other product pages on G2 - making sure your account team can be proactive
Clearbit is a marketing intelligence solution that helps B2B marketing and revenue teams grow faster and smarter with data. Over 1,500 customers in organizations like Segment, Asana, and Atlassian use Clearbit’s data activation platform and APIs to create demand, capture intent, and optimize pipeline. Founded in 2015, Clearbit is backed by Zetta Venture Partners, Battery Ventures, and First Round Capital. For more information, visit www.clearbit.com.
BUYER INTENT DATA
Merkle, Bombora | December 12, 2022
The economy has been flirting with a full-blown recession for months, a fear that continues to influence business decision-makers. While the obvious signs, such as hiring freezes and employment stats, get splashed across the media, other indicators are more subtle, and potentially more helpful.
Among business service brands with 10,000 employees, interest in "analytics and reporting" has increased 14 percent over the last three months, according to Bombora Company Surge®.
There's no question that of all the core demand-gen functionality, reporting and analytics has had the slowest adoption. The reasons for this seem fairly self-evident and are probably topped by the fact that most marketers don't gravitate toward data because it's hard to do it well. It's relatively easy to run a report. The real question is whether you can leverage the information you capture to make meaningful changes to your business.
Necessity is the mother of all invention. Intent data also show that across manufacturing companies, interest in "data-driven marketing" is up 616 percent over the past three months compared to the previous three. Recession-like economic conditions may be forcing these firms, traditionally slow to innovate in sales and marketing, to explore new and more effective ways of marketing using data.
What does that mean for marketers as budgets become tighter? It's a little early for New Year's resolutions, but budgeting season is upon us. Here are a few ideas to consider as you think ahead for an uncertain 2023:
Hire an analyst (or someone) with an affinity for numbers. Many marketers are not quant-jocks, neither drawn to nor excited about doing analytics work. (Disclosure: the author is currently subsidizing a soon-to-graduate candidate with a degree in Applied Math from U.C Boulder and would be happy if he were hired by someone. Anyone!)
Reporting and analytics are necessary for success, but they aren't sufficient in and of themselves. It's insights that drive success, and to deliver insights you need to understand how they can impact business. Identify someone on your team that understands the business well enough to leverage the work of an analyst to derive better decision-making.
Consider leveraging external expertise in the development of your data and analytics programs. That includes both the technology infrastructure and also KPI identification and ongoing insights. Working with an agency that provides services to a broad range of industries can bring a perspective to challenge your current thinking.
Marketing ROI/return on marketing investment (ROMI) and validating the contribution of programs have always been important, but 2023 might be a do-or-die year for making it a reality.
This column appeared first in ANA's Industry Insights:
About the data this column cites
Bombora monitors the average weekly interest, by company, in 12,000 topics across highly trafficked, research based B2B sites across the web in the Bombora Data Cooperative. The Data Cooperative enables Bombora to track in-depth content engagement of business professionals in a privacy-compliant way, with direct relationships with business publishers.
The content engagement data covers multiple channels of business research, everything from news and blogs to white papers, directories, and product reviews. The millions of web pages and content types are aggregated into topics, with a Bombora proprietary natural-language processor. These topics incorporate context, meaning, and relationships in words.
All this content engagement, surrounding 12,000 business topics, is aggregated to a company level, then measured against a 12-week baseline. This aggregation allows Bombora to identify when a business professional is simply reading an article, to when a company is signaling intent to buy a product or solution.
Mr. Friedberg's column looks at key advertising topics as they are being researched at the top 500 brands and top advertising holding companies. Mr. Friedberg's industry experience makes him uniquely well positioned to interpret this business research, and to base actionable insights on the data.
Malcolm Friedberg is demand generation practice leader at Merkle B2B.
BUYER INTENT DATA
Sendoso | November 30, 2022
Sendoso, the leader in delivering branded, B2B experiences through gifting, today announced the launch of Sendoso Express, the company’s first eGifting offering that's free to sign up. With no contracts, no subscriptions, and no user fee required, Sendoso Express enables small and midsize businesses with a freemium eGifting solution to easily make an impression, open doors, and add that special touch to any communication over the holidays and beyond.
With the expansive and diverse Sendoso Marketplace of eGifts, virtual experiences, and high-quality items from globally recognized brands, finding the perfect corporate gift over the holidays has never been easier. A recent global gifting survey found that 83% of companies that received a corporate gift over the last year felt closer to the company that sent it. And with Sendoso Express, companies can now instantly send eGifts to employees, partners, prospects, and others from any Sendoso eGift partner, including Amazon, Apple, DoorDash, Instacart, Starbucks, and Uber Eats. Simply pay as you go with a credit card.
“Given the current economic climate, many small and midsize businesses are facing tighter budgets, yet there’s still tremendous pressure to drive more revenue and deliver ROI from your marketing and sales investments,” said Sendoso CEO Kris Rudeegraap.
“Given the current economic climate, many small and midsize businesses are facing tighter budgets, yet there’s still tremendous pressure to drive more revenue and deliver ROI from your marketing and sales investments,” said Sendoso CEO Kris Rudeegraap. “Sendoso Express is a freemium, self-service plan that enables businesses to make incredibly meaningful connections over the holidays. And by providing them access to Sendoso Express at no charge, we’re confident they’ll experience the same convenience and instant ROI thousands of companies have already realized with Sendoso.”
To get started, new businesses simply need to enter a valid corporate email and enter a credit card for eGift purchases. There are no contracts or subscriptions—just unlimited eGifts to build meaningful connections.
Businesses using Sendoso Express can grow their pipeline with a simple eGift that opens doors to new conversations. In addition to engaging targeted accounts with eGifts that attract customers, boost engagement, and drive campaign success, Sendoso Express can also help drive event attendance. Companies can always reward employees, build customer loyalty, improve onboarding experiences, and diffuse tough situations with a free eGifting strategy using Sendoso Express.
“The holidays are a time for bringing people together, which is why we’re helping companies of all sizes make meaningful connections free of charge,” Rudeegraap said. “An eGift may seem like a small gesture, but it has the potential to make a significant impact on your clients, new business prospects, and employees as well as your company’s brand within the industry. Taking this risk-free leap can be an eGift that keeps on giving.”
To learn more about Sendoso Express, visit the website.
Sendoso, the leading sending management platform, helps companies stand out by giving them new ways to engage with customers. The trusted partner of Fortune 100 and Fortune 500 companies worldwide and with seamless integrations with leading marketing and sales tools such as Salesforce, Oracle, Microsoft, and Marketo, Sendoso—with its global marketplace of premium vendors— serves as an essential part of successful demand generation, account-based, and customer experience programs.
Founded in 2016, Sendoso is backed by $152M in venture funding and has locations across North America, Europe, and Asia Pacific. Learn more at sendoso.com.
ACCOUNT BASED DATA
Klevu, Klaviyo | November 11, 2022
Klevu, the global leader in artificial intelligence-powered product discovery technology for digital commerce today released an integration for Klaviyo, a unified customer platform that provides data-driven marketing tools – including email and SMS – for e-commerce businesses. The integration allows ecommerce businesses using Klaviyo the ability to connect search terms to shoppers to display automatically curated products in email and SMS campaigns, and use search and product data in flows and segmentation.
Today’s customers expect a personalized experience when shopping, which requires merchants to send compelling and well-timed email and SMS campaigns. With this integration, retailers can utilize a shopper’s search history to customize and send email and SMS messages featuring products customized to each individual shopper – allowing shoppers to discover products that are relevant to them and in a timely manner.
“Klaviyo is a powerful platform for ecommerce brands. With Klevu now sharing shopper intent data with Klaviyo, with the products that Klevu would have displayed on the website, Klaviyo users can use search in new ways,” explained Nilay Oza, Founder and CEO, Klevu.
Now, “Klaviyo is a powerful platform for ecommerce brands. With Klevu now sharing shopper intent data with Klaviyo, with the products that Klevu would have displayed on the website, Klaviyo users can use search in new ways,” explained Nilay Oza, Founder and CEO, Klevu. “Go ahead, make a flow with a keyword, send an SMS that quotes their last search term, or even just the topic of a search, populate a product block with personalized product recommendations for your most-likely-to-buy customers, and see the revenue roll in during peak period.”
“Shoppers are often multitasking and distracted when shopping online. As that means shoppers may forget about something they searched for on a website, abandoned search reactivation can be a great way for merchants to convert those customers,” commented James White, Director of Partnerships for Klaviyo. “The Klevu integration will help merchants have an opportunity to cut through the clutter with high intent, and highly relevant customer communications. I’m excited about what our shared customers can achieve together to drive more search-led revenue through email and SMS.”
You can learn more about the Klaviyo and Klevu integration, and sign up for a demo here.
Millions of shoppers use Klevu to discover products on their favorite ecommerce sites. Klevu's proprietary technology increases conversion, reduces bounce rates and drives loyalty for more than 3,000 leading global brands, including Puma, Fred Perry, Paul Smith, Avon, Stussy, Pfaltzgraff, and Native. Klevu is an AI Search and Discovery Platform that leverages AI, Natural Language Processing and User Behavior Analytics to elevate the search experience, and automatically re-merchandise category listing pages and product recommendations. Retailers that use Klevu's full Product Discovery Platform provide unparalleled customer experience, and achieve 37% more revenue per web session than those that don't.
Founded in Finland in 2013, Klevu has offices located in the UK, the US, India, Finland, Australia and Sweden. The end-to-end discovery and search solution is easy to configure, optimize and maintain, and can be integrated with major ecommerce platforms in as little as a few hours. For total creative control and headless ecommerce technologies, Klevu is MACH certified, and robust APIs and SDKs are available. For more information, schedule a demo or start for free at klevu.com.
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.