Forrester Releases SiriusDecisions Planning Assumptions To Help B2B Leaders Accelerate Growth In 2021

Forrester | October 05, 2020

To help B2B marketing, sales, and product leaders align priorities amid unpredictable market conditions, Forrester (NASDAQ: FORR) today released Planning Assumptions 2021. As B2B executives build their annual plans for 2021, Forrester's SiriusDecisions Planning Assumptions will help leaders uncover key trends to prioritize their resources and investments in the year ahead.
Serving 13 roles including B2B chief marketing officers, chief sales officers, demand and account-based marketing leaders, and marketing operations leaders, as well as heads of sales operations, emerging growth marketing, customer engagement, content strategy and operations, portfolio marketing, sales enablement, product management, emerging growth sales, and channel marketing each brief features actionable insights to help B2B leaders capitalize on opportunities in the next fiscal year.

Spotlight

While it is well resolved that Account-Based Marketing is a desired approach for todays’ B2B marketer what is less resolved is a grounded understanding as to exactly what the practice is and how to do it in a way that will maximize results. More than a catchy phrase, a new top ten list, or a check box to indicate a task complete, AccountBased Marketing is rooted in a solid foundation of marketing strategy.


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ACCOUNT BASED DATA

Contently Named Leader in G2 Enterprise Content Creation Software for 8th Consecutive Time

Contently | October 31, 2022

Contently is honored to announce it has receive G2's designation as the Leader in Enterprise Content Creation Software for the 8th consecutive time. Every quarter, G2 releases its Best Software Products awards in various categories. The Fall 2022 results are in, and Contently is proud to announce that we were named Leader in several key categories, including content analytics, freelancer platforms, and more. "At Contently, we are always looking for ways to improve," says Ashley Allen, Head of Product. "G2's awards allow us to reflect on our strengths and areas for improvement. This input fuels our product roadmap, enabling us to continually improve our platform and provide the functionality our customers want." Contently also received accolades for the Easiest to Do Business With, Easiest Administration, Easiest Set Up for Enterprise, and more. "Our customers are so important to us," shares Bryn Caruso, Head of Customer Success. "We are excited to see our clients' satisfaction shine through in these reports." Contently ranked in high customer satisfaction in the following categories: Customizable Templated Workflows - 94% User, Role, and Access Management - 91% Internal Communication - 90% G2 reports that 99% of Contently users rated the platform 4 or 5 stars, and 91% said they would likely recommend Contently to an industry peer. "Our mission is to help marketers and creative professionals create high-performance content at scale," shares Brooke Gocklin, Editor-in-Chief. "Our mission is to help marketers and creative professionals create high-performance content at scale," shares Brooke Gocklin, Editor-in-Chief. "We are thrilled that our platform is the Leader for Enterprise Content Creation, and we look forward to helping our clients achieve greater impact through content marketing campaigns." To learn more about Contently and the G2 Fall 2022 awards, download the Fall G2 reports or visit www.contently.com. About Contently Contently's content marketing platform makes it easy to create high-performing content and measure its impact down to the dollar. Our powerful content marketing platform and world-class freelance network give brands everything they need to create stories that delight their audience, build deep relationships, and drive results. Contently is fully remote, headquartered in New York City, and proud to receive numerous honors, including G2's #1 Enterprise Content Creation Solution and Gartner Peer Insights Customer Choice. We've also been recognized by AdAge, Crain's, Fortune, and Inc. as a Best Place to Work.

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TARGETED ACCOUNT STRATEGY

Demandbase Recognized as a G2 Fall 2022 Leader in a Remarkable 39 Reports

Demandbase | September 23, 2022

Demandbase, the Smarter GTM™ company for B2B brands, announced today it has been recognized in 54 reports, including 42 grids across 11 different categories in the G2 fall 2022 reports. Recognition includes 39 as a leader, 13 as a high performer, and two in best relationship. The G2 Grid® Reports are a result of real user ratings and reveal which solutions have the most satisfied customers and largest market presence. "Being recognized as a leader and improving our rankings across so many different categories is proof that Demandbase is the top choice for B2B companies," says Jon Miller, chief marketing officer at Demandbase. "Being recognized as a leader and improving our rankings across so many different categories is proof that Demandbase is the top choice for B2B companies," says Jon Miller, chief marketing officer at Demandbase. "We are constantly looking to improve and provide the best solutions for our customers. Our success really comes from customer accomplishments and it is always gratifying to see our customers using our platform to drive growth and telling their peers about their success." In today's economic climate, Smarter GTM™ is not only the fastest path to growth, it is essential for survival. Companies need to be able to do more with less and that means they need to work smarter, not harder. The fall G2 rankings solidify Demandbase as the Smarter GTM™ solution for companies and once again showcase Demandbase as a leader in the B2B GTM industry. Demandbase received highest rankings in the following reports: Enterprise Relationship Index for Account-Based Advertising Enterprise Relationship Index for Account-Based Analytics Enterprise Grid® Report for Account-Based Advertising Enterprise Grid® Report for Account-Based Analytics Enterprise Grid® Report for Account-Based Orchestration Platforms Enterprise Grid® Report for Attribution Mid-Market Grid® Report for Attribution In all, Demandbase was recognized in the following 11 categories; Account Data Management, Account-Based Advertising, Account-Based Analytics, Account-Based Orchestration Platform, Account-Based Web and Content Experiences, Attribution, Buyer Intent Data Tools, Demand Side Platform (DSP), Market Intelligence, Marketing Account Intelligence, and Sales Intelligence. To read current reviews, write your own review, and hear from active Demandbase users, visit G2's review page, https://www.g2.com/products/demandbase-abm-platform/reviews. About Demandbase Demandbase is Smarter GTM™ 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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ACCOUNT BASED DATA

ActionIQ Named Finalist in 2022 Digiday Technology Awards for Work with News Corp

ActionIQ | October 13, 2022

ActionIQ today announced that it was selected as a 2022 Digiday Technology Award Finalist in the Best Marketing Analytics Platform category for its work helping News Corp deliver personalized, consistent customer experience across all its media brands to shift from advertising to subscription business model. The Digiday Technology Awards recognize the technology modernizing media and marketing. “With third-party cookies going away, we needed to make a strategic shift from advertising to subscription revenue model, and doing that successfully required a solid first-party data strategy to deliver personalized customer experience across media units, while driving costs down,” said Esfand Pourmand, Senior Vice President and Global Head of Product at News Corp. “Working with ActionIQ allowed business teams to discover and orchestrate global audiences at scale and execute cross-brand use cases, including cross-sell, retention, winback and personalized offers. Not only did we succeed in moving to the subscription model, we also unlocked many new revenue opportunities.” “Overall, the work the judges nominated in 2022 demonstrated that tech companies are empowering advertisers and publishers to focus on new and established revenue streams while keeping the customer experience in focus,” said Digiday in its recap of this year’s Award Finalists. “The successful partnership with News Corp is a direct result of its dedication to driving personalized, valuable customer experiences, and we’re very proud to be chosen as a 2022 Digiday Technology Award Finalist for this work. This is yet another endorsement of how AIQ CX Hub brings tangible business value to customers,” said Leah Pope, Chief Marketing Officer at ActionIQ. “The successful partnership with News Corp is a direct result of its dedication to driving personalized, valuable customer experiences, and we’re very proud to be chosen as a 2022 Digiday Technology Award Finalist for this work. This is yet another endorsement of how AIQ CX Hub brings tangible business value to customers,” said Leah Pope, Chief Marketing Officer at ActionIQ. “Customer data is the foundation of personalized, impactful customer experiences, but this data has to be available to business users, integrated across all sources and analyzed to extract actionable insights to orchestrate experiences that differentiate the brand and drive revenue. This is where the AIQ CX Hub excels, and our work with this media customer is the perfect example of that.”

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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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Spotlight

While it is well resolved that Account-Based Marketing is a desired approach for todays’ B2B marketer what is less resolved is a grounded understanding as to exactly what the practice is and how to do it in a way that will maximize results. More than a catchy phrase, a new top ten list, or a check box to indicate a task complete, AccountBased Marketing is rooted in a solid foundation of marketing strategy.

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