CORE ABM

Digital Marketing Agencies Can Now Leverage Jabmo’s PowerPak Agency ABM Solution for Targeted Campaigns

Jabmo | June 23, 2021

Jabmo, the foremost Account-Based Marketing (ABM) solutions provider to the manufacturing and life sciences industries, announces the release of its PowerPak Agency ABM Solution for account-based IP advertising. Being subscription-based and self-service offering, B2B marketing agencies and professionals can access Jabmo’s curated IP company audience segments to launch highly targeted, zero-wastage account-based IP ad campaigns.

Nick Heys, founder and CEO of Jabmo, said, “The death of the third-party cookie is changing the way B2B marketers must create audiences for programmatic advertising. But most companies are not yet ready. With the Jabmo PowerPak ABM Agency solution, we provide a powerful, privacy-compliant way for B2B agencies to reach and engage with clients’ target accounts throughout the complete buying cycle. With Jabmo, agencies are getting much more than our Company/IP address segments for display advertising. They’re also getting the support that Forrester has recognized as a Leader in ABM Platforms.”

Jabmo has been selling account-based advertising services since 2014 directly to the world’s largest manufacturing and life science companies. For the first time, Jabmo has revealed its technology platform and IP company database to B2B agencies and professionals. Agencies can visit the Jabmo website, upload their target account list, receive campaign segments, and configure optimal settings in their demand-side platform (DSP). In this way, they can set up account-based IP ad campaigns.

Spotlight

Many organizations are leveraging an account based strategy to drive business growth. Therefore, organizations must identify the best tactics, necessary budgets, and resources for adopting an account based strategy, and align internal expectations around the expected outcomes. To address this requirement, TOPO surveyed more than 150 practitioners at leading account based organizations and compiled the strategies and metrics that support them into the 2019 Account Based Benchmark Report. This report provides insights organizations can apply to adopt or evolve their account based strategy in 2019 and beyond.


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ACCOUNT BASED DATA

IDG Communications Acquires Selling Simplified to Become One of the Largest Providers of B2B Tech Leads Globally

IDG Communications, Selling Simplified | February 11, 2022

IDG Communications, Inc. (IDG) today announced that it has acquired Selling Simplified, a versatile Marketing-as-a-Service (MaaS) platform that provides lead generation products, data services and analytics. In the last few years, IDG has evolved its network of editorial brands to include an integrated marketing and lead generation technology platform. The acquisition of Selling Simplified allows IDG to add contact and account level AI powered lead generation capabilities to its expanding suite of intent-based marketing technologies. Selling Simplified offers two distinct opportunities for product growth within IDG: The first is a global dataset of more than 160 million B2B records specific to tech industry purchase intent which can be added to IDG's existing proprietary audience, creating a large addressable database of in-market tech decision-makers and influencers. The second is a marketing technology platform that identifies and scores intent signals based on campaign engagement leveraging machine learning. The company's Demandcentr system continuously monitors behavioral context and builds an understanding of purchase intent behind each contact and account in the database. The combined data and marketing technology identifies the most valuable contacts for sales outreach or continued lead nurture. "Segmenting an audience by job title and role in the purchase decision is no longer sufficient at generating sales leads. Marketing campaigns simply perform better when you can also apply knowledge of the prospect's current stage in the path-to-purchase and actively engage them," said Kumaran Ramanathan, President of IDG Communications, Inc. "Selling Simplified has been able to provide just that and shares our commitment to building deep relationships across international markets." "We were very cautious about selecting a partner that shared our culture and vision," added Michael Whife, CEO of Selling Simplified. "We were very cautious about selecting a partner that shared our culture and vision," added Michael Whife, CEO of Selling Simplified. "IDG was a natural partner for our next stage of development on many fronts. We believe the union of the two companies makes us the largest provider of B2B tech leads globally and offers a dynamic approach to driving success for our clients." Selling Simplified is the latest in a series of acquisitions IDG has made over the last 18 months that demonstrates the company's commitment to building best-in-class, proprietary technology market data and marketing solutions. The IDG Communications MarTech stack – built by and for marketers – includes an ABM platform, Triblio; a marketing data and intelligence solution, KickFire; and a B2B sales and marketing data intent platform, LeadSift. These are already integrated into IDG's dataset and iconic tech editorial-branded sites. This end-to-end proprietary platform and media ecosystem delivers the industry's highest quality leads at over 99.9% acceptance rate. Existing Selling Simplified customers include leading B2B brands and agencies, including Juniper Networks, Mediacom, Marketo, and Just Global. Selling Simplified operates globally, with 285 employees across 4 continents. For more information, please visit www.idg.com About IDG Communications, Inc. IDG Communications' vision is to make the world a better place by enabling the right use of technology, because we believe that the right use of technology can be a powerful force for good. IDG is a dependable editorial voice, creating quality content to generate knowledge, engagement and deep relationships with our community of the most influential technology and security decision-makers. Our premium media brands including CIO®, Computerworld®, CSO®, InfoWorld®, Macworld®, Network World®, PCWorld® and Tech Hive® engage a quality audience with essential guidance on the evolving technology landscape. Our trusted brands, global 1st party data intelligence and MarTech platforms (KickFire, LeadSift and Triblio) identify and activate purchasing intent, powering our clients' success. We simplify complex campaigns that fulfill marketers' global ambitions seamlessly with consistency that delivers quality results. About Selling Simplified Selling Simplified Group, Inc. (SSG), aims to empower companies in their marketing and sales efforts through unprecedented customer insights and a real-time pulse on intent, via a comprehensive suite of data enrichment, marketing, and analytics tools—with a core mission of helping people make more meaningful B2B connections. All hosted under its demandcentr platform, their exclusive marketing technology stack provides innovative, intelligent, and compliant solutions to identifying, analyzing, and capturing B2B demand backed by enriched, intent-based data. Founded in 2012, SSG is headquartered in Denver, CO and services clients globally via ten fully-staffed regional offices in APAC, EMEA, and North America.

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BUYER INTENT DATA

TechTarget Wins 2022 SIIA CODiE Award for Client Success Team of the Year

TechTarget, SIIA CODiE™ Awards | June 14, 2022

TechTarget, Inc. (Nasdaq: TTGT), the global leader in B2B technology purchase intent data and services today announced that its world-class Customer Success team was honored as the Client Success Team of the Year at the 2022 SIIA CODiETM Awards. The prestigious CODiE Awards, hosted by the Software & Information Industry Association (SIIA), recognize the companies with the most innovative teams, technology solutions and services across the country, and around the world. The CODiE Awards have been recognizing company and product excellence for 37 years – this is the inaugural year for the Client Success category. TechTarget’s top notch team includes 100+ Customer Success professionals that operate on 4 continents, with staff in the US, UK, France, Germany, Singapore and Australia. Working with the majority of our 2,000+ customers, our team's efforts are an essential part of TechTarget’s continued growth in the market. “We are extremely proud that SIIA’s CODiE Awards has named our Customer Success team the top team in the industry,” said Michael Cotoia, CEO, TechTarget. “We are extremely proud that SIIA’s CODiE Awards has named our Customer Success team the top team in the industry,” said Michael Cotoia, CEO, TechTarget. “Customer success is at the center of everything we do and is the reason for the incredible results we have seen over the last several years. Our team’s mantra is: ‘You can’t achieve Success if you don’t know what Success means to the Customer’. In each and every instance, they go deep to learn exactly what our clients are trying to accomplish and they set out to help them achieve their goals relative to the goods and services that TechTarget is providing.” In addition to winning Client Success Team of the Year, TechTarget was also named a finalist in the Best Sales & Marketing Intelligence Solution category for its leading purchase intent data platform Priority EngineTM. The Company previously won this award in 2019 and 2021 and has been named a CODiE finalist or winner in the category for 5 consecutive years. Our Customer Success Team is vital to helping our customers get the most out of our products, data and intelligence. Our clients have long recognized the value that the Customer Success team brings to client relationships: “Working with everyone at TechTarget, and especially our customer success team, is like working with an extension of our own team,” said Kelly Michael, Marketing Director, QTS Data Centers. “We couldn’t do half of the things we do without them and without their guidance. They’ve taken the time to understand our business and have really dug in and helped push us to the next level…TechTarget genuinely wants the best for our company and wants to see us do well.” “The TechTarget team is incredibly helpful and provides us with good advice on how to be the most successful with our campaigns,” said Isabel Morcillo, EMEA Principal Marketing Programs Manager, Red Hat. “They understand our business and our goals, so they know how to approach each campaign and can recommend which assets to use.” Acknowledged as the premier awards program for the software and information industries, the SIIA CODiE Awards are produced by the Software & Information Industry Association (SIIA), the principal trade association for the software, education, media and digital content industries. TechTarget’s Customer Success Team was honored as one of 46 winners across the 45 business technology categories, including seven leadership categories recognizing outstanding companies, individuals and teams. TechTarget joins other important companies recognized at this year’s awards such as: Red Hat, IBM, HCL Technologies, Honeywell and athenahealth. “Even during these tumultuous times, business application, software, service and product providers continued the industry’s long tradition of developing and marketing innovative solutions to meet business needs,” said SIIA President Jeff Joseph. “We are proud to recognize this year’s class of CODiE Award winners. They truly represent the best of the best in a highly-competitive and ever-evolving market.” The SIIA CODiE Awards are the industry's only peer-reviewed awards program. The first-round review of all nominees is conducted by software and business technology experts with considerable industry expertise, including analysts, media, bloggers, bankers and investors. The scores from the expert judge review determine the finalists. SIIA members then vote on the finalist products and services, and the scores from both rounds are tabulated to select the winners. Details about the winners are listed at: https://siia.net/codie/business-technology-winners/ About the SIIA CODiE™ Awards The SIIA CODiE Awards is the only peer-reviewed program to showcase business and education technology’s finest products and services. Since 1986, thousands of products, services and solutions have been recognized for achieving excellence. For more information, visit siia.net/CODiE. About TechTarget TechTarget (Nasdaq: 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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CORE ABM

Ronn Torossian, 5WPR CEO Predicts B2B Marketing Trends in 2022

5W Public Relations | January 11, 2022

Ronn Torossian, CEO of 5WPR predicts leading 2022 B2B trends. Torossian says it's safe to assume that most of the marketing approaches that B2B companies adopted throughout the pandemic are going to continue to influence campaign measurements. While those companies must adjust for any changing circumstances and adapt their strategies, things aren't going to go back to the way they were before the pandemic. Tech Stacks One of the biggest marketing transformations in the last decade for B2B businesses has been the increase in marketing technologies. In the last decade, there have emerged over 8,000 different marketing tech solutions available to B2B companies. Although plenty of businesses had to cut their marketing budgets at the start of the pandemic to adjust to economic uncertainty, that shifted in 2021 with more companies investing in marketing tech. It's likely that this trend is going to continue, but B2B businesses will also be looking for ways to simplify their marketing tech stacks. That way, they'll be able to cut down their tech solutions to more manageable levels. Some of the biggest trends in B2B tech are going to be digital outreach for lead generation, measurement solutions that will allow businesses to compare campaign performances, and smaller, in-person events. More Insights When the pandemic made in-person events impractical, B2B companies turned to digital outreach and ways to measure digital engagement, such as downloads, form completions, and clicks. However, in the coming year, companies will want to go beyond simple engagement data to truly figure out the way that downloads, form completions or clicks, influence sales. More specifically, businesses will look for ways to understand precisely how those engagements are reflected in the buying journey of consumers, as well as in their revenue. That's why in the next year, companies will be looking for more clarity and at different tools that can provide the aforementioned information. By using more insights, companies will have a better opportunity at figuring out which channels and programs are driving revenue, which at the end of the day, matters the most. Account-Based Marketing Overall, marketing campaigns are all about personalization. However, companies in the B2B industry have a big challenge when it comes to creating highly targeted content and messaging. That's mainly because the buying journey is typically a lot longer, and the outreach is more complex. A few years ago, B2B companies used account-based marketing to provide more personalization in their campaigns, and to ensure that the right consumers received the right messages. However, the strategy was only useful for well-defined, small audiences, and wasn't intended for big campaigns. Fortunately, these days, companies have the technology to increase the scale of account-based marketing efforts by using different data points that can personalize their campaigns. That's why in the coming months, those types of strategies are going to evolve while more businesses take advantage of their capabilities and provide more targeted campaigns. Ronn Torossian is one of America's most well-respected public relations experts.

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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.

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Spotlight

Many organizations are leveraging an account based strategy to drive business growth. Therefore, organizations must identify the best tactics, necessary budgets, and resources for adopting an account based strategy, and align internal expectations around the expected outcomes. To address this requirement, TOPO surveyed more than 150 practitioners at leading account based organizations and compiled the strategies and metrics that support them into the 2019 Account Based Benchmark Report. This report provides insights organizations can apply to adopt or evolve their account based strategy in 2019 and beyond.

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