CORE ABM

IDG Simplifies ABM Journey From Engagement to Sales Activation for Technology Marketers

IDG Communications | March 23, 2021

IDG Communications, Inc. – the world's driving tech media, data, and marketing administrations organization – reports the launch of Popular Demand with Triblio, improving on the ABM journey from engagement to sales activation for technology marketers. Based on IDG's confided in first-party data, targeting capabilities, and Triblio's sales activation stage, Popular Demand with Triblio tackles marketers' challenges, including:
  • Finding and targeting relevant technology and security buyers at the right companies.
  • Surrounding the full buying team with full funnel amplification and demand promotions, driving deeper engagement.
  • Closing the gap between sales and marketing through sales activation.
  • Viewing engagement and activation metrics in a streamlined dashboard, demonstrating ROI.
“Be wherever your audience is. That is the Popular Demand with Triblio promise; surrounding your prospects using IDG’s unmatched 1st party data and nurturing the right buyers through to sales activation,” said Matt Yorke, Global CRO, IDG Communications, Inc. “No matter what your martech stack looks like, our first solution with Triblio will simplify your ABM efforts and drive performance efficiencies against those accounts at a local, regional or global scale.”

How IDG Popular Demand with Triblio Stands Out

This start to finish arrangement encompasses, connects with, and produces leads from target accounts. Also, it furnishes vendors with an instrument to enact and draw in with accounts.
  • Data / Targeting: Built for a post-cookie world, IDG's first party and intent data is shared straightforwardly from IT and security leaders as they draw in with our substance and occasions. This data is utilized to encompass target accounts where they are hoping to learn.
  • Brand Alignment: IDG's worldwide brands—including CIO, Computerworld, CSO, InfoWorld, Network World—are confided in assets that Popular Demand with Triblio substance will be lined up with.
  • Sales Activation: As the leading ABM platform, Triblio helps sellers engage based on the needs, interests, and purchase signals of a specific account.
  • Unified Reporting: The dynamic dashboard gives a unified look at the account activity.

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 trusted and 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.

Spotlight

The B2B buying process has irrevocably changed (and will continue to do so). Buyers are more in control than ever – and it is up to brands to engage with them earlier in the buying cycle rather than waiting for the to raise their hands. At the same time, buyers are being inundated with content, so brands need to provide relevant, insightful and actionable content in order to stand out. This is what account-based marketing is all about and leading marketers have found that predictive marketing gets them to ABM success in a much more efficient way. Identify and prioritize your target accounts, understand what messages and content will resonate – rather than starting with your organization/value proposition and targeting personas. Be targeted in your outreach – using channels and tactics that allow for segmentation and personalization. Account-based marketing is proving to be an effective mindshift and approach for SMBs and enterprises alike to grow revenue, accelerate deals and improve conversions.


Other News
CORE ABM

Recent Report Identifies RollWorks as a Top Vendor among Account-Based Marketing Platforms

RollWorks | April 05, 2022

RollWorks, a division of NextRoll, today announced continued momentum as the account-based marketing (ABM) platform high-growth companies rely on to accelerate revenue. RollWorks has been identified as a Strong Performer in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022, published in March by Forrester. The report states that "RollWorks has aligned with other high-quality, less expensive marketing technologies to distinguish itself as a feature-rich solution for organizations not willing to pay a premium for ABM capabilities." We believe the report recognizes RollWorks' incredible momentum over the past year, stating that, "RollWorks has been a fast follower of established ABM platforms, most recently expanding its account scoring and prioritization capabilities. These enhancements have allowed the company to begin moving upmarket." According to the report, "Customers praised RollWorks for its display capabilities and its expanding feature set." In a recent RollWorks poll of marketing and sales professionals, nearly 75% of respondents indicated that ABM is a critical part of their mix—alongside inbound, marketing automation, and other demand generation strategies. Digital advertising was widely cited as the most pervasive channel, 54% more likely to be used to drive account-based marketing than segmented email and 106% more likely to do so than high-end and/or personalized gifting. "Since RollWorks launched in 2018, we have continued to lead ABM market innovation and adoption, and we're proud to be recognized as the best for high-growth companies focused on value," said Mihir Nanavati, President of Rollworks. "Since RollWorks launched in 2018, we have continued to lead ABM market innovation and adoption, and we're proud to be recognized as the best for high-growth companies focused on value," said Mihir Nanavati, President of Rollworks. "Our team has worked diligently to bring new capabilities like Account Journeys, Journey Stages, and Journey Events to our customers, as well as bolster our ecosystem with market-leading partners like Bombora and G2 to provide a broad solution for marketing and sales teams to execute and measure account-based programs." About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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ACCOUNT BASED ANALYTICS

CEIR Launches Optimistic First Report in Omnichannel Marketing Insights Series

Center for Exhibition Industry Research | December 28, 2021

The Center for Exhibition Industry Research (CEIR) recently released Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions from its newest research series, Omnichannel Marketing Insights. The series details omnichannel marketing practices while the pandemic shut down the business-to-business (B2B) exhibition industry in mid-March 2020 and anticipated plans moving forward through 2022. Along with benchmarks on the marketing channel mix used during the pandemic, it assesses the extent by which participants will return to B2B exhibitions and whether needs and preferences will shift in any way. Report One summarizes overall findings from the exhibitor perspective. Results indicate the outlook for the B2B exhibition industry is strong among exhibiting companies that have used the channel pre-COVID-19. “This report is a must-have for organizers looking for benchmarks and insights to help position their in-person B2B exhibitions for 2022,” said Nancy Drapeau, vice president of research for CEIR. “Exhibitors are intent on returning to exhibiting. The high value in using the channel to help achieve their high-priority marketing and sales objectives is the catalyst driving their return to events.” “This report speaks to the importance of face-to-face marketing to brand marketers and buyers who attend,” added Cathy Breden, CEO of CEIR. “This report speaks to the importance of face-to-face marketing to brand marketers and buyers who attend,” added Cathy Breden, CEO of CEIR. “Digital and other channels have helped exhibiting companies and attendees meet their needs during the pandemic, though study results point to their limitations. For companies that exhibit, face-to-face marketing is an essential part of their marketing mix. They are looking forward to getting back to business in person.” The 26-page report provides benchmarks and insights on the following: Marketing channels used by exhibitors compared to what attendees relied upon during the pandemic Current high-priority marketing and sales objectives of exhibiting company organizations Effectiveness of channels used during the pandemic in helping achieve marketing and sales objectives Marketing budget outlook for 2021 and 2022 B2B exhibition channel overall image/perceptions Net Promoter Score (NPS) Unique values of exhibiting not furnished by other marketing channels Importance of face-to-face interactions at exhibitions at purchase process stages B2B exhibition activity Volume of exhibitions and typical booth sizes from 2019 through 2022 Booth staff in 2019 and plans for 2021/2022 Commentary on reasons for participation levels Among those exhibiting in 2021 through 2022 Value of exhibiting to help achieve high-priority marketing and sales objectives Planned use of in-person representation at international B2B exhibitions if COVID-19 persists Exhibitor interest in integrating digital options into event lifecycle in next two years Meeting Business Needs During the Pandemic The report pointed to the following industry insights: Digital dominated, with multiple digital tactics used by 87% of attendees and 94% of exhibitors. Other channels used included supplier phone calls (44% of attendees and 8% of exhibitors) and direct mail (33% of attendees and 20% of exhibitors) The majority of exhibitors rate channels used as effective in helping achieve most high-priority marketing and sales goals, but few assigned the highest effectiveness score. The outlook for exhibiting through 2022 is strong, with 94% planning to exhibit, an expected typical booth size of 200 net square feet (NSF) and the volume of exhibiting events expected to rebound to five. B2B exhibitions are highly valued in helping to meet marketing and sales objectives, with more than 40% assigning the highest value for helping achieve most popular high-priority marketing objectives and more than 31% assigning the highest value for helping achieve most popular high-priority sales objectives. Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions is the first of a series of reports that CEIR is publishing based on survey research done with attendees and exhibitors. The complete Omnichannel Marketing Insights series will include: Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions Report Two: Business Information Channel Mix During Pandemic and Outlook Moving Forward for Business Professionals That Attend B2B Exhibitions Report Three: Mining for Expanding and Deepening Engagement Opportunities Among Those Shifting to Using Other Channels Report Four: Who to Target for Attendee Acquisition Report Five: Who to Target for Exhibit Sales Report Six: Attendee Generational Differences in Channel Preferences Methodology CEIR’s Research Council commissioned this study. To generate attendee and exhibitor samples, CEIR identified top-ranked U.S.-based exhibitions, those with at least 45,000 NSF of paid space or larger from its CEIR database, with a goal of recruiting at least one exhibition per CEIR industry sector. The end result was the recruitment of 20 B2B exhibitions, which gave CEIR permission to poll their attendees and exhibitors from the 2019 edition of their events. For the exhibitor sample, a list was also purchased from Exhibitracs’ top 250 U.S. trade show list for 2019 events. Online surveys were fielded from July to early August 2021 generating samples of 1,799 attendee surveys and 316 exhibitor surveys. The response rate for each audience is one percent. To project results to attendees and exhibitors in general, results of each sample have been weighted to the distribution of number of attendees and number of exhibiting companies in 2019, as defined by the 2021 CEIR Index.

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CORE ABM

MRP Positioned as Leader in the 2022 SPARK Matrix™ for Account-Based Marketing (ABM) Platform by Quadrant Knowledge Solutions

MRP, Quadrant Knowledge Solutions | May 27, 2022

Quadrant Knowledge Solutions announced today that it has named MRP Prelytix™, the only enterprise class account-based sales and marketing solution, a 2022 technology leader in the global SPARK MatrixTM analysis of the Account-Based Marketing Platform market, 2022. The report recognizes the MRP Prelytix platform for both technology excellence and customer impact, noting that the platform [uniquely] simplifies the complexity of sophisticated and mature ABM programs globally for enterprise B2B sales and marketing organizations. According to Megha Rungta, Analyst, Quadrant Knowledge Solutions, "MRP Prelytix™ is equipped with robust capabilities that facilitate omnichannel orchestration across all relevant channels. The company continues to deliver value to its customers through its key technology differentiators, including global enterprise specialization and multitenancy, role-based collaboration, sophisticated account-based data management, real-time analysis, AI-driven omnichannel orchestration, advanced insights and next-gen intent, and advanced recognition and targeting." Megha added: "With its ability to cater to diverse enterprise use cases, robust product strategy and roadmap, and strong industry expertise, MRP has received a strong rating across the parameters of technology excellence and customer impact and has been positioned amongst the leaders in the SPARK Matrix: Account-Based Marketing Platform, 2022." The established leader in enterprise ABM, MRP serves large multinational organizations in 6 continents and 20+ languages, including 19 of the top 20 technology companies in the world. MRP is an innovator on the cutting-edge of ABM and has been recognized as ABM Technology Leader by Quadrant Knowledge Solutions second time in a row. Mark Ogne, CMO of MRP, "In a rush to accelerate the delivery of 'account-based experiences' (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve." As stated by Mark Ogne, CMO of MRP, "In a rush to accelerate the delivery of 'account-based experiences' (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve. With this report, we believe Quadrant Knowledge Solutions has recognized that MRP Prelytix's technical excellence surpasses today's iteration of the ABX platform, and has the capabilities required to provide truly personalized experiences across multiple channels, buying centers, geographies, and lines of business. About the Quadrant Knowledge Solutions' SPARK Matrix™ The Quadrant Knowledge Solutions' SPARK Matrix™ includes a detailed analysis of the global market dynamics, major trends, vendor landscape, and competitive positioning. The study provides competitive analysis and ranking of the leading technology vendors in the form of its SPARK MatrixTM. The study offers strategic information for users to evaluate different provider capabilities, competitive differentiation, and market position. Download the 2022 Spark Matrix™ Account-Based Marketing Platform report here. About MRP MRP Prelytix is the only enterprise-class predictive account-based sales and marketing platform. For organizations that serve multiple partners, lines of business, geographies, or industries, MRP Prelytix empowers sales and marketing teams to simplify their environment's complexity and produce measurable and high-performance conversion, pipeline velocity, and closed revenue. Applying the industry's only real-time predictive analytics and data management, we fuel over 1,000 ABM engines across six continents to coordinate, execute, and optimize their ABM programs using eight channels produced in 20 languages. Powered by KX, Prelytix sits on top of the fastest streaming analytics database in the world. For more information, visit: www.mrpfd.com. About Quadrant Knowledge Solutions Quadrant Knowledge Solutions is a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business and Growth advisory services. At Quadrant Knowledge Solutions, our vision is to become an integral part of our client's business as a strategic knowledge partner. Our research and consulting deliverables are designed to provide comprehensive information and strategic insights for helping clients formulate growth strategies to survive and thrive in ever-changing business environments.

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ACCOUNT MANAGEMENT

Demandbase Included in 2021 Gartner® Market Guide for Revenue Data Solutions

Demandbase | December 16, 2021

Demandbase, the B2B go-to-market leader, today announced it has been identified as a Representative Vendor in the 2021 Gartner Market Guide for Revenue Data Solutions.[1] According to this report “revenue data solutions provide actionable context about customers and prospects, making planning, acceleration and engagement activities more effective.” As per this report, the six key factors that differentiate most vendors are data sources, intent data, predictive analytics, customization, integration and privacy. “We’re really honored to be identified by Gartner in this Market Guide report,” said Jon Miller, chief marketing and product officer at Demandbase. “We believe that the value of revenue data solutions in the B2B world has become abundantly clear, and Demandbase is one of the few vendors that delivers extensive breadth and depth in both data and functionality. We’re constantly working toward expanding all of this even more and continuing to give customers the most premium solution available on the market.” According to this report: One of the strategic planning assumptions is “by 2024, early adoption of RDS will propel progressive B2B organizations to achieve growth at three times that of those who delay.” The adoption of revenue operations will become more common. Intent data and other behavioral components will increase in value. Revenue data solutions (RDS) have progressed considerably in the last few years, moving from commoditized contact/company data enrichment and cleanup into predictive and multi-sourced solutions for actionable customer context across commercial silos. *Gartner, “Market Guide for Revenue Data Solutions,” Tom Cosgrove, Jeffrey Cohen, September 29, 2021. Gartner Disclaimer GARTNER is registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. About Demandbase Demandbase is transforming the way B2B companies go-to-market. Demandbase One is the most complete suite of B2B go-to-market solutions, connecting the leading account-based experience, advertising, sales intelligence, and B2B data solutions so Marketing and Sales teams at the biggest and fastest-growing companies can collaborate faster, share intelligence, and experience explosive growth.

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Spotlight

The B2B buying process has irrevocably changed (and will continue to do so). Buyers are more in control than ever – and it is up to brands to engage with them earlier in the buying cycle rather than waiting for the to raise their hands. At the same time, buyers are being inundated with content, so brands need to provide relevant, insightful and actionable content in order to stand out. This is what account-based marketing is all about and leading marketers have found that predictive marketing gets them to ABM success in a much more efficient way. Identify and prioritize your target accounts, understand what messages and content will resonate – rather than starting with your organization/value proposition and targeting personas. Be targeted in your outreach – using channels and tactics that allow for segmentation and personalization. Account-based marketing is proving to be an effective mindshift and approach for SMBs and enterprises alike to grow revenue, accelerate deals and improve conversions.

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