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Influ2 Releases Buying Group Marketing Report, Showcases Benefits of Personalized Marketing That Goes Beyond ABM

Influ2 | July 08, 2022 | Read time : 05 min

Buying Group Marketing Report
Influ2, the first Person-Based Advertising (PBA) platform, released its Buying Group Marketing report in partnership with B2B Marketing. The report shares how Buying Group Marketing improves sales strategies, experiences and results while building on an Account-Based Marketing (ABM) approach.

Since its development in the early 2000s, ABM has helped organizations close deals faster by improving the customer journey. However, as modern customers expect a more relevant experience, a new approach is necessary. The Influ2 report finds that BGM is the natural evolution of ABM, as it establishes new ways to engage buying groups and key decision-makers inside target accounts. According to Forrester, “many organizations have already evolved or are evolving processes and technologies to account for buying groups; those organizations have meaningful competitive advantage over those who do not.”

The Buying Group Marketing report explains how to establish key audiences within a buying group, how to engage with customers through relevant content and experiences, and how BGM unites sales and marketing teams through unified metrics and messaging alignment.

“Our goal with Influ2 has always been to boost pipeline for sales and marketing teams by delivering depth and relevance to customers,” said Dmitri Lisitski, CEO and Co-Founder of Influ2.

“Our goal with Influ2 has always been to boost pipeline for sales and marketing teams by delivering depth and relevance to customers,” said Dmitri Lisitski, CEO and Co-Founder of Influ2. “Buying Group Marketing addresses exactly what the modern consumer wants: relevant and engaging content delivered through a personalized approach. BGM presents an advanced approach to customer engagement that helps to keep pace with competitors vying for customers’ limited attention.”

According to the report, organizations that use BGM to focus engagement on the buying group improve the likelihood of converting prospects to customers while also increasing contract values and the speed of the buying process. Efficiency and high conversion rates drive the BGM approach.

“BGM isn’t reinventing ABM,” Lisitski said. “It’s the next step to humanizing the sales process and connecting with the people behind a business. Businesses aren’t selling to businesses they are selling to people, and companies that understand this and adjust strategy accordingly will succeed.”

Individual interviews conducted to develop the report will be released as a five-part podcast series over the coming weeks.

This announcement follows the news that Influ2 was recently cited as an early stage B2B solution in the “New Tech: Account-Based Marketing, Q1 2022” report by Forrester.

To learn more about Influ2 please visit www.influ2.com.

About Influ2
Influ2 is a Person-Based Advertising platform for B2B companies that is purpose-built for B2B marketers who want to amplify their enterprise reach and revenue. It serves ads to specific decision-makers via display and social networks and provides sales with person-based and buying group insights that drive engagement within their target accounts. Where attention is finite, Influ2 helps you get in front of and drive engagement with people that want to engage with you. For more information, visit influ2.com.

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Agreements touch almost every part of an organization. However, the dispersed nature of contract processes makes it difficult for an organization to generate a comprehensive understanding of value. That complexity means most companies don’t have an accurate understanding of all the ways they can benefit from automating contract


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ActionIQ CX Hub Wins 2022 MarTech Breakthrough Award

ActionIQ | August 23, 2022

ActionIQ, the leader in customer experience (CX) solutions, today announced that it has been selected as a winner in the 2022 MarTech Breakthrough Awards program, taking home the "Best Predictive Analytics Solution" award for the AIQ CX Hub. "The annual MarTech Breakthrough Awards program performs the deepest evaluations of the global martech industry to recognize and highlight the "breakthrough" martech solutions and companies," said James Johnson, Managing Director, MarTech Breakthrough. "We received more than 2,950 nominations from all over the world this year, and the AIQ CX Hub was selected after a thorough review, scoring and analysis." ActionIQ helps enterprises pull together fragmented customer insights and putting impactful CX in motion with an extensible AIQ CX Hub powered by a CDP. "We are thrilled to receive yet another prestigious industry trophy with the 2022 MarTech Breakthrough Award in the Best Predictive Analytics Solution category," said Tasso Argyros, Co-Founder and CEO at ActionIQ. "We are thrilled to receive yet another prestigious industry trophy with the 2022 MarTech Breakthrough Award in the Best Predictive Analytics Solution category," said Tasso Argyros, Co-Founder and CEO at ActionIQ. "Brands need the ability to extract insights from customer data to put in motion personalized, impactful CX. The AIQ CX Hub is the only solution that can combine the full historical customer profile with real-time events – leveraging both known and anonymous customer and account data – and provide access and usability to non-technical users to orchestrate the next best experience or customer journey." The MarTech Breakthrough Awards recognize the top companies, technologies and products in the global Advertising, Sales & Marketing Technology industry around the world today. About ActionIQ AIQ brings order to CX chaos. Our Customer Experience Hub empowers everyone to be a CX champion by giving business teams the freedom to explore and action on customer data while helping technical teams extend and enhance existing technology investments to manage data governance, costs and performance. Enterprise brands such as Autodesk, M&T Bank, The New York Times, Neiman Marcus, Hertz and many more use our CX Hub to drive growth through extraordinary customer experiences. Learn more at actioniq.com.

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TARGETED ACCOUNT STRATEGY

Anteriad and TransUnion Collaborate to Bring Best-in-Class Audience Solutions to B2B Marketers

Anteriad, TransUnion | September 26, 2022

Anteriad today announced a new collaboration with TransUnion. Through the collaboration, Anteriad’s audience data will be available through the TruAudience® Data Marketplace, enabling B2B advertisers to reach more in-market prospects with more relevant marketing across growth channels including connected TV, streaming audio and in-game advertising. Powered by a three-dimensional view of people, households and devices, TruAudience solutions provide scalable identity to enable audience targeting and consumer engagement across offline, digital and streaming environments. The TruAudience Data Marketplace is a leading destination for buyers and sellers of third-party audiences to activate targeting across streaming media advertising channels. Anteriad partners with the world’s largest B2B marketers across a variety of verticals including technology, fintech, healthtech, IT, logistics and martech. Anteriad targeting products are highly customized across Account Based Marketing (ABM), B2B intent, and key technographic and firmographic traits, and are built for precision at scale by keying off company location rather than domain. The TruAudience Data Marketplace is seamlessly integrated into this unique approach, extending the B2B reach into connected homes and to consumers across myriad devices. “B2B media buyers and sellers want the ability to transact on Connected TV and streaming audio with precision targeting at scale,” said Michelle Swanston, VP of Media and Entertainment and Head of Data Marketplace at TransUnion. “By providing access to Anteriad data in the TruAudience Data Marketplace, B2B marketers and publishers can provide the right messages to the right audiences at the right time.” “CTV and streaming audio are valuable advertising channels for B2B marketers looking to differentiate from their competition. With the TransUnion partnership, they can access Anteriad’s highly relevant data to accurately reach their audiences in a new context that can move more leads down the funnel,” said Todd Love, Chief Commercial Officer at Anteriad. “CTV and streaming audio are valuable advertising channels for B2B marketers looking to differentiate from their competition. With the TransUnion partnership, they can access Anteriad’s highly relevant data to accurately reach their audiences in a new context that can move more leads down the funnel,” said Todd Love, Chief Commercial Officer at Anteriad. About Anteriad For over 20 years, Anteriad has put B2B marketers in front of their next customer and ahead of their competition. With more than 500 billion buyer-related signals tracked every month on our award-winning Anteriad Marketing Cloud platform, customers like IBM, Microsoft, Forbes, SHRM, and Lenovo benefit from our high-fidelity B2B buyer data, full and self-service multichannel execution, analytics, and expert advisory to generate impactful ROI multiples. Start creating your future today – get to know us at  https://www.anteriad.com About TransUnion TransUnion is a global information and insights company that makes trust possible in the modern economy. We do this by providing an actionable picture of each person so they can be reliably represented in the marketplace. As a result, businesses and consumers can transact with confidence and achieve great things. We call this Information for Good®. A leading presence in more than 30 countries across five continents, TransUnion provides solutions that help create economic opportunity, great experiences and personal empowerment for hundreds of millions of people. http://www.transunion.com/business About TruAudience by TransUnion Powered by a three-dimensional view of people, households and devices, TruAudience® solutions provides precise, scalable identity to enable audience targeting and consumer engagement across offline, digital and streaming environments. To learn more, visit http://www.truaudience.com

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TARGETED ACCOUNT STRATEGY

Okendo Connect Launches To Empower Shopify Sellers To Collect Actionable Customer Data

Okendo | September 28, 2022

Okendo, the customer marketing platform for ecommerce brands, today launched its new customer intelligence solution, Okendo Connect. This addition to Okendo’s integrated product suite enables ecommerce brands to collect customer insights at scale so they can deliver more personalized and frictionless commerce experiences. The launch of Okendo Connect comes as ecommerce brands face a patchwork of complexities, including a shift to a more privacy-centric web, the disruption of traditional targeting strategies, evolving consumer expectations for personalized experiences, and increasing advertising costs. As a result, it’s more important than ever for brands to collect and leverage zero-party data — data that is shared directly and proactively by consumers with the permission to use it for future marketing purposes. Ecommerce brands utilizing zero-party data can fuel more personalized and effective campaigns that build stronger customer connections and scale their business. “Our mission has always been to help ecommerce brands build stronger customer relationships,” said Matthew Goodman, Co-Founder and CEO of Okendo. “Our mission has always been to help ecommerce brands build stronger customer relationships,” said Matthew Goodman, Co-Founder and CEO of Okendo. “The launch of Okendo Connect is an extension of that mission and further deepens our ability to give brands access to the data they need to get a full view into the journeys their customers are taking while using that insight to scale their businesses.” Okendo Connect powers zero-party marketing strategies by enabling merchants to engage website visitors and customers at peak moments of engagement. Features include on-site micro-surveys triggered by specific shopper actions or characteristics, post-purchase surveys that enjoy 50%+ response rates, and post-review actions that encourage customers to complete additional actions. In addition, with shareable links to hosted surveys that can be delivered across channels (social, email, SMS), Okendo Connect allows for continuous customer insight collection that yields hyper-relevant targeting and drives maximum response rates. Intelligence Powered Use Cases for Okendo Connect, includes: Profile Enrichment Enrich customer profiles with zero-party data including identity, demographic, preference, behavior and intent data. Customer Experience Management Continuously measure brand loyalty and customer satisfaction with best-in-class frameworks such as NPS, CES and CSAT. Marketing Attribution Generate a continual stream of accurate and actionable marketing attribution insights sourced directly from customers. Conversion Rate Optimization Discover conversion drivers and blockers, measure their impact on buying behaviors and monitor the impact of CRO experiments and website changes. Shopper Acquisition Acquire qualified shoppers by converting engaged consumer audiences from social media platforms into permissioned marketing contacts that you own through surveys, polls and giveaways. Market Research Stay ahead of the game with the latest insights into market trends, consumer behaviors and competitive landscapes. “Using Okendo Connect’s multiple survey distribution channels, advanced audience targeting and powerful reporting capabilities, we were able to establish a standardized method for measuring NPS in just minutes, while uncovering powerful insights into the top drivers of customer loyalty.” said Jessica Cervellon, Head of Customer Experience at mission-driven snacking brand, Feastables. Okendo Connect accompanies Okendo’s flagship Reviews product which is currently used by brands like Nomad and Knix. Okendo Reviews helps brands increase conversions and drive more sales by leveraging social proof and enabling customer advocacy. Shoppers that interact with Okendo’s reviews widget are 4x more likely to buy. About Okendo Okendo is a customer marketing platform that enables brands to grow faster and more efficiently by building stronger customer relationships. Using Okendo, brands can gain actionable insights into customer preferences and behaviors, drive customer advocacy and deliver more personalized customer experiences. Founded in 2018, Okendo is trusted by 6,000+ of Shopify’s fastest-growing brands including SKIMS, 1st Phorm and Magic Spoon and is proudly backed by leading venture partners at Index Ventures, Base10 and Craft. For more information about Okendo, visit http://www.okendo.io.

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ACCOUNT BASED DATA

New Simplr Study Finds CX Programs are being Hindered by Automation Costs and Complexity

Simplr | August 19, 2022

The challenges of implementing AI and automation in CX are brought to the fore in a commissioned study published today, conducted by Forrester Consulting on behalf of Simplr. Derived from the insights of more than 160 CX decision makers at global enterprises, Driving Next-Gen Customer Experience Through Chatbot-Agent Collaboration finds that the inability to connect the dots behind the scenes between customer service chatbots, human customer service agents, and data sources required for both to be effective, is resulting in less than optimal experiences for customers across industries. Value-based routing–the process by which higher value customer inquiries are automatically routed to human agents for the most effective and efficient resolution–and poor integration capabilities among disparate CX technologies are cited as the top challenges when it comes to investing in CX automation. Fifty-two percent of respondents indicated having challenges with value-based routing. Additionally, 52 percent also said they struggled with integration capabilities. "Value-based routing is the key to establishing CX programs that optimize on cost efficiencies, for it ensures that customer inquiries which hold the greatest potential for gaining traction with customers–and the greatest threat of losing them–are handled via the personalized and impactful touch of human agents," said Daniel Rodriguez, Simplr CMO. "Value-based routing is the key to establishing CX programs that optimize on cost efficiencies, for it ensures that customer inquiries which hold the greatest potential for gaining traction with customers–and the greatest threat of losing them–are handled via the personalized and impactful touch of human agents," said Daniel Rodriguez, Simplr CMO. "Value-based routing represents a huge step forward in the evolution of CX programs which truly move the needle within their companies. The question now becomes: Which CX programs will be the first to overcome the hurdles and implement routing mechanisms which consistently drive down costs and drive up customer satisfaction?" Other top challenges when it comes to CX automation include: The high costs associated with maintaining and optimizing AI and automation (50% of respondents) The inability to quantify the impact of automation technologies on CX (48%) The available budget is not keeping pace with customer complexity (48%) Poor chatbot experiences, long consumer wait times continue to plague programs The study also found that CX programs continue to struggle with core elements of both the customer and agent experience, along with an inability to properly convey CX's value to the organization at large. The following were cited by respondents when asked to identify the situations that occur as a result of customer service challenges: Customer frustration with automation and/or chatbots (45% of respondents) Agent time wasted on administrative tasks (42%) Lack of alignment between customer metrics and broader business KPIs (40%) Long wait times in chat queues (37%) Too many systems required for agents to handle customer requests (36%) "There has been a cambrian explosion of chatbot vendors and other CX technologies over the past few years purporting to solve all types of customer service issues. However this study clearly demonstrates that CX leaders are still struggling with the same issues today that they did five, even ten years ago," said Rodriguez. "Today's NOW Customer will no longer stand for long wait times, impotent bots, and slow agents. Therefore I challenge CX leaders with the following: Demand that your technology providers step up and deliver on the results they promised today, or risk starting to lose your customer base tomorrow." About Simplr Simplr is the conversational experience platform for the NOW CX era. The company's AI-enabled platform unites chatbots and human assistance to deliver instantly scalable premium pre-sale shopping assistance and customer support. The result for Simplr customers is best-in-class experiences throughout the consumer journey, increasing loyalty, satisfaction, and revenue. Simplr is funded by Asurion, which continues to support its growth.

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Agreements touch almost every part of an organization. However, the dispersed nature of contract processes makes it difficult for an organization to generate a comprehensive understanding of value. That complexity means most companies don’t have an accurate understanding of all the ways they can benefit from automating contract

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