ACCOUNT BASED DATA

ISG Set to Publish Report on MarTech Providers Helping Firms Compete in New Customer Landscape

ISG | February 04, 2022

ISG Set to Publish Report
Information Services Group (ISG) has launched a research study to examine MarTech providers, which are helping firms adapt to changes in consumer behavior triggered by the COVID-19 pandemic.

The results of this study will be published in a comprehensive ISG Provider Lens™ report called MarTech Service Providers 2022. It is scheduled to be released in June. It will cover companies offering a varied range of services and technologies to assist companies in digital marketing, including digital advertising, strategic services, data analytics, and content capabilities.

“Top companies around the globe already are using MarTech for competitive advantage in marketing products, as well as in hiring employees,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research.

“Top companies around the globe already are using MarTech for competitive advantage in marketing products, as well as in hiring employees,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “MarTech providers help enterprises combine the creativity of marketing professionals with digital tools and methodologies, such as design thinking and agile processes, to build new approaches for changing conditions.”

Enterprise buyers can evaluate their potential new engagements, current vendor relationships, and available offerings using the information from the report. The impact of the pandemic on different regions varies. However, there is a transformation in consumer behavior that the enterprises need to adapt.

Companies are now facing a new kind of consumer with new habits and lifestyles. The need for personalization has increased now more than ever.

More than 200 MarTech providers will be a part of ISG’s survey. In collaboration with ISG’s global advisors, the research team will produce six quadrants that represent the digital services and products a typical enterprise buys, based on ISG’s experience working with its clients.

The six quadrants are:
  • Digital Presence & Digital Ads
  • Strategic MarTech Services
  • Social & Relationship
  • Digital Experience & Content
  • Analytics & Intelligence
  • Digital Commerce Optimization
ISG analysts Mauricio Ohtani, Marcio Tabach, and Sandya Kattimani will serve as authors of the report. It will cover the global marketing technology market and analyze products and services available in Brazil and the U.S.

Spotlight

You’ve probably heard of account-based marketing (ABM) by now. and you may be considering if it’s right for your organization, or already be implementing an ABM strategy. But whether you’re just starting to evaluate ABM or are a well-trained expert, you still have to drive awareness and engagement with today’s bombarded buyers. And that’s where content comes in. Content is a way (in my opinion, the best way) to offer value to your larger audiences and your targeted audiences, and value is what will break through the noise. You may have used content in other marketing initiatives or for your broad-based marketing strategies, but with a few key techniques, you can create scalable content that supports your ABM programs across the entire customer lifecycle.


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ACCOUNT BASED EXECUTION

Folloze Launches Next Generation of Buyer Experience Platform

Folloze | June 13, 2022

Folloze, the easiest and most powerful buyer experience platform for B2B marketers, today released Folloze Buyer Experience Platform 3.0, including a new experience engine and several other key features. The latest version unlocks powerful design tools and data insights to easily create content-rich, relevant experiences for an engaging and connected buyer journey. Now all B2B marketers can build rich experiences, in a simple, no-code environment, to engage buyers throughout their journey. Buyer-Centricity Key to Accelerating Growth in a Digital-First Marketplace B2B buyers are more comfortable than ever guiding their own journeys, and many say they are open to making purchases in excess of $500,000 via online sales channels. Furthermore, Gartner predicts that 80% of B2B sales interactions between suppliers and buyers will be through digital-only channels by 2025.* Yet, despite ongoing digital transformation initiatives and the best of intentions to address these changing behaviors, few marketing teams can effectively execute and deliver connected, relevant and personalized buyer experiences across any channel. As a result, B2B vendors risk higher costs and rates of churn, and slower growth. The latest Folloze platform supports marketers with key buyer-centric features that are essential for B2B businesses and agencies to remain competitive and grow in today’s digital-first marketplace where buyers aren’t engaging with sales reps. “We rely on Folloze to easily and quickly launch buyer-centric online experiences that build our brand and generate demand,” said Chris Zegal, SVP of marketing for commercial real estate finance firm Walker & Dunlop. “We can personalize by individual client account, segment, geography, or a topic of interest — and better yet, the platform delivers real-time insights into buyer behavior. As a marketing leader with a lean team, I am always looking for tools to help us be more agile and insightful. Folloze does just that and has become an essential platform in our marketing technology stack.” With a new Experience Designer, marketers have better tools than ever at their fingertips to build the campaigns that will drive their business's bottom lines. “I love the design capabilities of the new release,” said Angie Assennato, Digital Marketing Manager, at TierPoint. “There is much more flexibility, and the increased customization options will make our Boards much more impactful. Our entire marketing team — and the business — will benefit from the ability to elevate the quality and content of campaigns.” Better Tools to Build Better Buyer Journeys The launch of Folloze Buyer Experience Platform 3.0 levels the playing field, making easy and powerful tools available to any marketer to simplify and improve their ability to engage buyers in a digital-only marketplace, at any point during the buying journey. “From the inception of the company, our mission has been to change the game in the way that B2B Buyers are empowered through their journey in a digital-first world,” said David Brutman, Chief Product Officer and Co-Founder of Folloze. “This new release is putting the power in the hands of all marketers to create engaging, buyer-centric experiences — and it’s powered by unique behavioral data insights to deliver a complete journey.” New capabilities of the upgraded platform include: Experience Designer: An easy, intuitive, and powerful design tool that any marketer — with any level of tech expertise — can use to build comprehensive digital destinations across a variety of any interaction types, throughout the buying lifecycle. Gallery and Templates: B2B experience templates and a section gallery that can be used with the Experience Designer and accelerate campaign creation leveraging best practices. Branding: New branding tools to ensure all experiences are designed based on approved corporate branding guidelines, and avoid compliance and inconsistency issues. Content Presentation and Intelligence: A flexible content layout framework that takes the buyer journey from boring to bold by enabling marketers to create, optimize, and present consumer-driven, content-based experiences. AI-powered Personalization and Recommendations: Leveraging AI to analyze buyer engagement — ultimately empowering marketers to quickly personalize and optimize digital experiences and boost outcomes at every stage of the buyer journey. Behavioral Intelligence Data: Buyer engagement and content-consumption analysis tools to better capitalize on the deep behavioral insights of specific buyers and buying groups across target accounts. Extensibility Framework and Software Development Kit: New features enable the creation of virtually any custom experiences with no limits to creativity. About Folloze Folloze, the easiest and most powerful B2B Buyer Experience Platform, is used by B2B marketing, sales, and revenue teams. Requiring no code, Folloze empowers any marketer to easily build data-driven, highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and revenue growth. Top B2B brands, including Oracle, Google Cloud, Cisco, Autodesk, MetLife, and UL trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.com/.

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ABM ACCOUNTS

Metaverse is the World's Hottest Trend As Facebook Reemerges as Meta

Metaverse, Facebook | November 03, 2021

Wondering what the metaverse really is? Let's make it simple! "Think of Metaverse as the internet brought to life" Mark Zuckerberg described it as a 'virtual environment' you can enter instead of just looking at the screen. Arguably, Facebook's latest move can be the biggest thing that can impact the metaverse since this concept was coined in 1992 by a Fictional Writer, Neal Stephenson. As a part of a vital rebrand, Facebook has changed its name to Meta. The word "meta" originates from the Greek word meaning "beyond". The social media giant, which declared the change at the company's annual Connect conference on October 28, announced that the brand name should encompass what it now does as it broadens the reach into newer areas like virtual reality (VR) and augmented reality (AR). It also made a few major announcements about the metaverse — an online world where you can virtually hang out with friends, learn, shop, play games, work, and much more. “Right now our brand is so tightly linked to one product that it can’t possibly represent everything we are doing today, let alone in the future. Over time, I hope we are seen as a metaverse company, and I want to anchor our work and our identity on what we’re building towards.” Mark Zuckerberg, CEO & Co-Founder The company’s rebranding initiative reflects its ambitions about metaverse and its new identity which will mostly revolve around its products, said Mark Zuckerberg, CEO, and Co-Founder. However, its individual platforms like Facebook, Whatsapp, and Instagram won’t undergo any changes. Only the parent company is changing. The new website meta.com now shows various sections like Facebook, WhatsApp, Instagram, Novi, Portal, Workplace, and Oculus. With the plan to invest $10 billion in Reality Lab for building metaverse, the company will also spend $150 million to upskill metaverse creators. “From now on, we will be metaverse-first, not Facebook-first. That means that over time you won’t need a Facebook account to use our other services. As our new brand starts showing up in our products, I hope people around the world come to know the Meta brand and the future we stand for,” Zuckerberg said. Further, he also added that Facebook Reality Labs will function as a separate reporting segment in its earning reports from the fourth quarter of 2021. "We're now looking at and reporting on our business as two different segments, one for our family of apps, and one for our work on future platforms,” he said. The company also revealed its new sign on Thursday. Now, the “blue infinity shape” will replace its “blue thumbs up logo”. Zuckerberg said that the company wanted a logo that reflects that users will no longer have to use Facebook to access its other services in the future.

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ACCOUNT BASED DATA

Demandbase Hires Brewster Stanislaw as Chief Product Officer; Adds Even More Caliber to Executive Team

Demandbase | December 16, 2021

Demandbase, the B2B go-to-market leader, today announced it has welcomed Brewster Stanislaw on board as chief product officer. The seasoned operator and entrepreneur has made an impressive name for himself over the past decade in the MarTech world, serving most recently as director of product at Google. In this role, he was responsible for the MarTech stack that helped scale Google Cloud to $20 billion at ~50% annual growth. Stanislaw brings his extensive experience, technology expertise, and industry knowledge to Demandbase’s B2B go-to-market suite. His addition to the executive team signals that the company is planning to invest deeply in product and innovation to continue delivering the most comprehensive, innovative B2B go-to-market solution on the market. “As a long-time participant in the MarTech ecosystem, I’ve always admired Demandbase from afar. But when I ran marketing systems in a previous role, I saw first-hand just how transformative Demandbase’s solution for B2B go-to-market orgs is. So when the opportunity arose to join the company and build on its already impressive successes, I jumped at the chance, ” said Stanislaw, chief product officer at Demandbase. “Digital transformation is fundamentally reshaping the way GTM teams engage with customers and Demandbase is defining that future. The company is already growing rapidly through relentless innovation and a steadfast commitment to customers and I’m deeply excited to work with the team, our customers, and our partners to further accelerate that progress.” Prior to his position with Google, Stanislaw was head of product and strategy at Adobe, where he conceptualized the company’s B2B Customer Data Platform. He came to Adobe via the consecutive acquisitions of Marketo and Bizible, where he served as vice president of product and strategy. Previously, Stanislaw spent time as co-founder & chief executive officer at Inside Social, until its acquisition by Simply Measured where he served as Head of Product before it was acquired by Sprout Social. “All it takes is one glance at Brewster’s resume to know he’s the real deal,” said Gabe Rogol, chief executive officer at Demandbase. “Not only does he have extraordinary technology chops, but he’s also served in product-based leadership positions at some of the most exciting and fastest growing companies in existence. We’re getting the best in the industry to oversee and lead our products’ evolution. We’re beside ourselves with excitement at all the possibilities, and welcome Brewster with open arms.” Stanislaw is a Seattle native, who graduated magna cum laude from the University of Pennsylvania in Philosophy, Politics, Economics and in Communication. Outside of his day job, he is an active angel investor, startup advisor, and mentor. 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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ABM ACCOUNTS

Sitecore Reveals Updated Product Suite Following Several Acquisitions

Sitecore | April 12, 2022

Sitecore, an end-to-end digital experience software provider, fully integrated the core products from its acquisitions of Boxever, Four51, Moosend and Reflektion into its digital experience platform (DXP). The new integrations seek to provide Sitecore users with a full suite of capabilities hosted in the cloud. The new additions have helped expand Sitecore's SaaS-enabled composable DXP, which was created to enable brands to deliver better customer interactions and provide real-time, personalized digital experiences across every touchpoint. Key features of the complete integration include: An expansion of Sitecore OrderCloud’s marketplace support capabilities, including routing flexibility, supplier empowerment, pricing flexibility and an Inventory Records feature; A platform overhaul of Sitecore Send, which features an improved design, six new language options and a new pricing plan with a 30-day free trial; A completed integration between Sitecore Personalize and Sitecore Experience Manager to offer a channel diagnostic testing and real-time personalization capability; and An enhancement of Sitecore Discover’s Commerce Engagement Console (CEC) that features a revamped appearance library and editor, along with widget improvements that include type filters and rule exports. Sitecore also published several new connectors on the Sitecore Marketplace, including Salesforce Marketing Cloud, Responsys and Klaviyo, in addition to AI-powered product discovery capabilities to support a broad range of commerce-related use cases including intelligent search, product listing pages and product recommendations. "For brands to truly meet the moment, it has never been more crucial to adopt technology that offers choice, flexibility and speed,” said Dave O’Flanagan, Chief Product Officer of Sitecore, in a statement. "For brands to truly meet the moment, it has never been more crucial to adopt technology that offers choice, flexibility and speed,” said Dave O’Flanagan, Chief Product Officer of Sitecore, in a statement. “Sitecore is committed to delivering a composable DXP that meets the continuously changing needs of brands by unifying content, experience and commerce to enable them to offer exceptional customer experiences while continuing to innovate for whatever demands are around the corner. Ambitious brands have outgrown the one-size-fits-all vendors and they will not settle for piecemeal point solutions. They need a stack of best-in-class features that work in harmony together, and that is what Sitecore delivers."

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Spotlight

You’ve probably heard of account-based marketing (ABM) by now. and you may be considering if it’s right for your organization, or already be implementing an ABM strategy. But whether you’re just starting to evaluate ABM or are a well-trained expert, you still have to drive awareness and engagement with today’s bombarded buyers. And that’s where content comes in. Content is a way (in my opinion, the best way) to offer value to your larger audiences and your targeted audiences, and value is what will break through the noise. You may have used content in other marketing initiatives or for your broad-based marketing strategies, but with a few key techniques, you can create scalable content that supports your ABM programs across the entire customer lifecycle.

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