Folloze Included as a Growth Stage Vendor in New Account-Based Marketing Report by Independent Research Firm

Folloze | February 25, 2020

At the annual B2BMX marketing and sales conference, Folloze today announced its recognition by Forrester Research as an emerging account-based marketing (ABM) vendor. As ABM transitions from a hot trend to a critical business requirement, personalization is playing a pivotal role by enabling orchestrated and contextual engagement with customers. Reflecting this trend, Forrester included Folloze as a “growth stage” provider within the personalization segment in its “New Tech: Account-Based Marketing Solutions, Q1 2020” report alongside a handful of emerging vendors.

Spotlight

In an interview with Demand Gen Report’s Andrew Gaffney, Vidyard CMO Tyler Lessard talks about how his company began targeting its top accounts to create account-based relationships using engaging video, personalization and a variety of other tactics and channels. Lessard also highlights the success Vidyard has seen with its ABM program thanks to healthy alignment between marketing and sales and relevant (and contextual) content.


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TARGETED ACCOUNT STRATEGY

GTM Partners Releases The First GTM Vendor Perspective and it’s About Hushly

Hushly, GTM Partners | October 12, 2022

Hushly, the all-in-one marketing platform for B2B buyer experience and conversions looked to a new type of analyst firm called GTM Partners, for a third party validation and data-driven analysis of what business problems the Hushly platform is solving and how well it delivers on those promises. “Our primary focus aims to be the voice of the industry for all things GTM and advising companies on how to get the most out of an investment in technology,” says Sangram Vajre, CoFounder and CEO at GTM Partners. “Our primary focus aims to be the voice of the industry for all things GTM and advising companies on how to get the most out of an investment in technology,” says Sangram Vajre, CoFounder and CEO at GTM Partners. “Our Hushly perspective enables marketing executives to think differently while enabling personalized buyer experiences for demand generation and account-based strategies.” “I love the fact that the GTM perspective is third-party validated and has data-driven analysis as opposed to vendor stack rankings, '' says James Kessinger, CMO & Chief Operating Officer at Hushly. “This provides a succinct picture about Hushly's capabilities and value of our all-in-one marketing platform as opposed to a point product view you get from looking at a single category or market that we operate in.” GTM Perspectives look at all the categories a vendor is in and uses G2 intent data to better understand traffic patterns in those categories as well as look at the growth and quality of customer reviews on G2 Crowd to guide in the analysis. GTM Partners also perform customer interviews, providing a voice of the customer along with the data analysis. “When we spoke to Hushly customers and read Hushly’s G2 reviews it validated that Hushly has a compelling unified marketing platform that delivers results across multiple use cases.” says Bryan Brown, Chief Analyst at GTM Partners. “I believe that companies who are looking to achieve efficient growth should be looking at innovative martech companies like Hushly.” Hushly Value Propositions: Deliver rich, dynamic & personalized web and content experiences Increase conversion & lead quality Increase operational efficiencies and amplify existing investment Hushly GTM Perspective Stats: Lead Conversions as high as 243% Lead Quality as high as 62% Content Engagement as high as 1800% Reduced bounce rate Increased site dwell time Increased target account engagement “The market has evolved away from having separate platforms and vendors for website personalization, content experience, demand capture, and buyer intelligence, this new digital experience has to be integrated and unified into a single platform,” says James Kessinger, Chief Marketing Officer and COO of Hushly. “Today’s CMO’s and revenue marketers don’t have the time nor the budget to waste on point product solutions that don’t work as a single platform. This is why Hushly continues to evolve and innovate our all-in-one marketing platform for efficient growth.” About Hushly: Hushly is the first all-in-one marketing platform for b2b marketers. With Hushly, b2b marketers gain efficiencies, productivity, and accelerate revenue. By offering rich - personalized – and connected digital experiences to their customers. The Hushly buyer experience and conversion platform takes critical products that need to work together as a solution and brings them under a single platform. So, buyers get a connected digital experience, dynamic personalized content, and better educated, faster. While marketers see a holistic view of visitor and account activities across their digital properties which leads to better buyer intelligence for increased sales opportunities and accelerated deal velocity. Learn more at https://www.hushly.com About GTM Partners: Founded in 2022 and headquartered in Atlanta, GTM Partners is the brainchild of B2B go-to-market industry experts Sangram Vajre, industry expert Bryan Brown and Judd Borakave. The firm was created to help GTM professionals and solutions vendors achieve efficient growth by transforming their GTM strategy and process. To understand the offerings for GTM vendors and members, please visit https://gtmpartners.com/.

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TARGETED ACCOUNT STRATEGY

96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place

Foundry | October 28, 2022

Foundry (an IDG, Inc. company), the global leader in media, martech and data for the tech community, today released its second annual 2022 ABM & Intent Benchmarking Study which dives deep into the workings of account-based marketing (ABM) and its evolution and adoption compared to traditional marketing approaches. The study also looks at how intent data is used to fuel ABM programs, and the success and challenges marketers see with intent. ABM is a strategy where marketing and sales teams collaborate to create personalized buying experiences for a mutually identified set of high-value accounts. It has gained popularity over traditional marketing approaches – Foundry found that 96% of marketers have a documented ABM strategy. In addition, they study shows that 94% rate ABM as extremely or very important to their overall marketing objectives, and 84% feel their ABM efforts have been either extremely or very successful. “We conducted this study with the hopes of gaining a better understanding of the evolution and adoption of account-based marketing, including how it compares to traditional marketing approaches in the eyes of marketers,” said Stacey Raap, Marketing and Research Manager at Foundry. “We conducted this study with the hopes of gaining a better understanding of the evolution and adoption of account-based marketing, including how it compares to traditional marketing approaches in the eyes of marketers,” said Stacey Raap, Marketing and Research Manager at Foundry. “In addition, we thought it would be useful and relevant to examine the uses, successes and challenges that marketers are seeing when it comes to intent data, given its critical role within ABM.” Here is a closer look at the survey’s findings: Why are companies using account-based marketing? Organizations have many reasons for adopting ABM programs as there are a variety of business objectives driving these ABM investments. According to the study, some of the goals expected to drive future ABM investments include new account acquisition (69%), improving win-rates (63%), upsell and cross-sell to existing customers (61%) and accelerating pipeline (59%). To achieve these goals, marketers are utilizing different tactics within ABM, including content marketing (63%), paid digital advertising (61%), organic social media (57%) and SEO (46%). When it comes to measuring the effectiveness of their ABM programs, 60% focused on deal size, while 59% looked at content engagement length. Other measurements of success include: deal close rate (56%), influenced pipeline (51%) and pipeline velocity (46%). A significant 87% of respondents said their ABM investment increased over the past 12 months, with the majority saying their budget increased by 26-50% (38%). This shows that companies are taking ABM more seriously and find it a worthwhile investment. “According to our research, most organizations have in place a documented account-based marketing strategy and have been running such programs for at least a year now,” said Raap. “The results found that ABM is in place to become a mainstream marketing discipline that could even take the place of traditional methods moving forward.” In addition, ABM’s focus on collaboration may help strengthen the dynamic between marketing and sales teams. Foundry’s research found that 76% of marketers believe sales and marketing alignment at their company is strong, a figure that was consistent with last year’s research. Intent data is critical for ABM campaigns The study also looked at marketers’ use of intent data, which is information collected about web content consumption that provides insights into buyers’ interests. The study found that 91% of marketers use intent data to identify which content should be served within ABM campaigns. In addition, 95% of marketers use more than one intent data source, 41% use four or more, and 90% are increasing their number of data sources. One of the major attractions of intent-based marketing is its measurability since outcomes can be tied directly to observed behavior. Ninety-five percent of marketers said they can track the ROI specific to their intent-based programs. Further, 93% said they use it across more than one channel and 92% said they’re confident in the validity of their data sources. Potential challenges ABM marketers face While the benefits are plentiful, there still remain some challenges within ABM. Eighty-one percent of marketers said that quantifying ABM program results is one of their biggest challenges. Some other obstacles cited in the study include prioritizing accounts (46%), gaining C-level involvement (34%), engaging target accounts (32%), acquiring opt-in contacts (31%) and creating a target account list (30%). When it comes to using intent data in ABM campaigns, Foundry found that marketers struggle with efficiently converting data to insights (62%) and verifying validity of intent signals/insights (61%). The survey also found that measuring the impact of intent data (55%), creating a strategy (55%) and acting on intent signals/insights (23%) were among the biggest challenges. About 2022 Foundry ABM & Intent Benchmarking Study Foundry’s 2022 ABM & Intent Benchmarking Study was conducted among the audience of 500 B2B tech marketers. Foundry conducted this survey to understand the workings of account-based marketing (ABM) and its evolution and adoption compared to traditional marketing approaches. This year the study also looks at how intent data is used to fuel ABM programs, and the success and challenges marketers see with intent. All respondents have marketing titles (19% C-level, 24% VPs, 27% Directors, and 28% managers). The respondents all had marketing titles, with 60% based in North America, and 20% each from Europe/Middle East/Africa (EMEA) and Asia/Pacific (APAC) regions. To learn more about this year’s ABM & Intent Benchmarking study, please download the white paper here. In addition, please see here to learn more about Foundry’s new intent product, Foundry Intent. About Foundry, an IDG, Inc. company Foundry has played a key role in every major milestone, announcement, and development in modern technology since 1964. Today, Foundry continues to lead in the technology space by helping companies bring their visions to reality through a combination of media, marketing technologies and proprietary data. Our technology platforms of Triblio, Selling Simplified, KickFire and LeadSift are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in markets around the globe. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading market intelligence and demand generation company focused on the technology industry. To learn more about Foundry, visit www.foundryco.com. About Triblio, a Foundry company Triblio’s Account-Based Marketing (ABM) platform orchestrates marketing and sales campaigns at every stage of the purchase journey. In a single platform, Triblio combines account-based advertising, web personalization, and sales activation features to orchestrate campaigns across multiple channels. These campaign tools and analytics run on a proprietary AI-powered purchase intent engine that scores account interest during the buying journey. To learn more about Triblio, a Foundry company, visit www.triblio.com.

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BUYER INTENT DATA

Great Place to Work® Names Bombora One of the Fortune Best Workplaces in Advertising & Marketing™ in 2022, Ranking #10

Bombora, Great Place to Work | September 08, 2022

Great Place to Work® and Fortune have honored Bombora, the leading provider of B2B Intent data solutions, as one of the 2022 Best Workplaces in Advertising & Marketing™. This is Bombora’s first time being named to this prestigious list, this year coming in at tenth place. Earning a spot means that Bombora is one of the best companies to work for in the country. This is Bombora’s second award from Great Place to Work in 2022. The company was also named one of the Best Workplaces in New York. It was Bombora’s second appearance on that list, and the company was 45th among small and medium-sized companies. Bombora was also Certified™ by Great Place to Work® this year, the second consecutive year the company earned that certification. The Best Workplaces in Advertising & Marketing award is based on analysis of survey responses from more than 9,000 employees from Great Place to Work-Certified™ companies in the advertising and marketing industry. In that survey, 96% of Bomboras’s employees said Bombora is a great place to work. This number is 39 points higher than the average U.S. company. “The pandemic changed the workplace forever and we made conscious decisions to ensure that our employees felt seen and part of something larger than themselves,” said Erik Matlick, Bombora CEO and co-founder. “The pandemic changed the workplace forever and we made conscious decisions to ensure that our employees felt seen and part of something larger than themselves,” said Erik Matlick, Bombora CEO and co-founder. “All of the honors we’ve received from Best Place to Work are testament to the work we put in during these difficult times. Bombora’s employees are directly responsible for our success as a company and we look forward to growing together as a team.” The Fortune Best Workplaces in Advertising and Marketing is highly competitive. Great Place to Work, the global authority on workplace culture, selected the list using rigorous analytics and confidential employee feedback. Companies were only considered if they had been a Great Place to Work-Certified™ organization. Great Place to Work is the only company culture award in America that selects winners based on how fairly employees are treated. Companies are assessed on how well they are creating a great employee experience that cuts across race, gender, age, disability status, or any aspect of who employees are or what their role is. “These companies have adapted to the challenges of an ever-changing workplace by their commitment to inclusive, high-trust cultures where employees are treated as human beings first and foremost,” says Michael C. Bush, CEO of Great Place to Work®. “Congratulations to the Best Workplaces in Advertising & Marketing.” Click here to learn more about joining the Bombora team. 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 www.bombora.com. About the Best Workplaces in Advertising & Marketing ™ Great Place to Work® selected the Best Workplaces in Advertising & Marketing ™ by gathering and analyzing confidential survey responses from over 9,000 employees from Great Place to Work-Certified™ companies in the advertising and marketing industry. Company rankings are derived from 60 employee experience questions within the Great Place to Work® Trust Index™ survey. Great Place to Work determines its lists using its proprietary For All™ methodology to evaluate and certify thousands of organizations in America’s largest ongoing annual workforce study, based on over 1 million survey responses and data from companies representing more than 6.1 million employees, this year alone. Read the full methodology. To get on this list next year, start here. About Great Place to Work® Great Place to Work® is the global authority on workplace culture. Since 1992, they have surveyed more than 100 million employees worldwide and used those deep insights to define what makes a great workplace: trust. Their employee survey platform empowers leaders with the feedback, real-time reporting and insights they need to make data-driven people decisions. Everything they do is driven by the mission to build a better world by helping every organization become a great place to work For All™. Learn more at greatplacetowork.com and on LinkedIn, Twitter, Facebook and Instagram.

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ACCOUNT BASED ANALYTICS

Intent HQ Launches AI-Guided Campaign Audience Builder - Audience AI - and Drives 51% Higher Marketing Uplift for Verizon

Intent HQ | September 22, 2022

Intent HQ, the customer AI analytics platform company, launches Audience AI, the first AI-guided dynamic audience builder for telco marketers. Audience AI is designed to help telcos identify new hidden opportunities within their customer base and achieve significantly improved campaign performance. It uses machine learning to find target consumers based on behavioral similarity indicators without needing data scientists or business intelligence (BI) intervention. Intent HQ believes telco marketers are missing out on many new revenue-generating opportunities because they cannot achieve the right level of relevance when it comes to audience selection. Due to a lack of appropriate tools, campaign building takes too long, and existing practices fail to identify the best audiences for each marketing message. These lead times and suboptimal audience selection lead to missed opportunities, greater opt-outs, and customer brand fatigue. Audience AI was designed to solve these problems. Audience AI delivers outstanding revenue growth for Verizon Protect campaign. Audience AI was used by the Verizon consumer marketing team to better target and expand the audiences for Verizon Protect, the company’s leading device insurance product. Protect is offered periodically during time-limited “open enrollment” campaigns and is targeted to customers who had not elected to add Protect at the time of their device purchase. Audience AI achieved outstanding results for the campaign: 51% incremental take rate from the campaign compared to the existing audience selection model $378k incremental revenue generated Three key features of Audience AI As a self-serve audience-building tool for increasing campaign relevancy and ROI, Audience AI offers the following essential features: Simple. Audience AI has an easy-to-navigate user interface. Any member of the marketing team can feasibly turn around effective campaign audiences without the need for specialist support. Responsive. Marketing users can query a range of predictive indicators in real-time to identify their target customers. Audience building has been a complex and time-consuming job that relies upon human intuition supported by data analyst teams. Audience AI makes the process much easier, taking the guesswork out of audience development and saving campaign managers hours of time. Safe. Audience AI bypasses the need for extensive legal approvals by utilizing the Intent HQ SafeSignal engine to deliver privacy-safe audience data. How Audience AI works Audience AI is a machine learning tool that uses behavioral and/or event-based inputs to create an audience ‘seed’. Intent HQ’s proprietary data science algorithms create a viable and relevant campaign audience at a statistically significant scale. What the industry thinks about Audience AI Patrick Fagan, Head of Behavioural Science at Kubik Intelligence says, “Audience AI is the only audience creation solution that harnesses the power of machine learning to analyze weblogs and other behavioral data. This allows telco marketers to build targets of behaviorally similar customers that would not otherwise be easily identifiable. Most importantly, it has full consumer privacy baked into the design.” Andy Herz, Director, Value-Based Marketing at Verizon, says, “We wanted to see if we could take our audience targeting to the next level by leveraging behavioral insights developed with Intent HQ’s platform. Our goal is to create marketing that is so relevant to our customers that they view our messages as helpful suggestions as if we were a friend. Audience AI is helping us do that by giving our marketers fingertip access to human-level insights and making them truly actionable. The results have been exceeding expectations, sometimes by a very wide margin.” See Audience AI in action at Digital Transformation World. Intent HQ will launch Audience AI at TM Forum’s Digital Transformation World in Copenhagen, 20 – 22 September 2022. Visit booth 249 in the Quad to see this unique martec solution in action. About Intent HQ. Unlocking customer intent. Intent HQ is an AI analytics platform company that enables service providers, such as telecommunication companies, to leverage previously untapped subscriber data to significantly improve marketing campaign lift and generate new revenue streams through data monetization. Unlocking customer intent, our proprietary privacy-safe platform uses advanced AI and machine learning to draw on detailed insights gathered from diverse behavioral data sets. This allows our clients to take marketing and customer experience to a new level of personalization while completely preserving privacy and compliance. Nominated as one of the fastest-growing companies on the FT 1000 ranking, Intent HQ is a global team of 100+ data scientists, digital marketers, CRM experts, and psychologists with operations in London, New York, Barcelona, and Lisbon. To learn more about Intent HQ and its range of products, go to www.intenthq.com.

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Spotlight

In an interview with Demand Gen Report’s Andrew Gaffney, Vidyard CMO Tyler Lessard talks about how his company began targeting its top accounts to create account-based relationships using engaging video, personalization and a variety of other tactics and channels. Lessard also highlights the success Vidyard has seen with its ABM program thanks to healthy alignment between marketing and sales and relevant (and contextual) content.

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