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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

Account-based marketing (ABM) is shaping up to be the biggest revenue driver for B2B business for years to come. While ABM as a business strategy has been around for quite some time, emerging technologies and new ways of looking at customer data have made it a red-hot topic and the go-to B2B strategy right now.


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ABM ACCOUNTS

Common Room Introduces New HubSpot Integration to Bring Community Intelligence to the Modern Sales and Marketing Tech Stack

Common Room | September 12, 2022

Common Room, the intelligent community growth platform for today’s fastest-growing companies, announced today at INBOUND 2022 an integration with HubSpot to deliver actionable community user insight across the tools in today’s go-to-market (GTM) tech stack. The new integration is the first of its kind, offering revenue leaders unprecedented visibility into their community-led funnel to improve prospecting, lead qualification, sales velocity, and revenue growth. The integration is currently in beta; sign up here to participate in the preview program. Digital transformation has fundamentally changed the way software is built, adopted, and procured. As the industry has continued to shift the software development lifecycle to the left, budgets for developer tools, SaaS, and other technologies have also shifted. As a result, the buyer's journey has expanded and the role of user communities in influencing purchase decisions has dramatically increased. This creates a challenge for modern software companies and digital-native brands who have less control over how and where their product and solutions are being discussed as well as less time for sales teams to engage with prospects before a purchase decision is made. Marketing teams have limited visibility into this critical part of their pipeline with no way to connect the work being done by developer relations and community teams to their marketing platforms and customer relationship management (CRM) tools to improve performance, deal velocity, and growth. Common Room solves these problems by bridging the gap between community and traditional GTM engines. Developer relations and community teams use Common Room’s machine learning-enhanced unified community intelligence, intelligent context, and informed action layers to understand, engage, and activate communities at scale. Common Room delivers critical insights that signal buying intent, uncover potential opportunities, and inform GTM strategies and sales plays. By bringing community intelligence to the modern marketing and sales tech stack, GTM teams can now: Understand community impact and take action using this data across their entire sales and marketing funnel. Increase seller efficiency by empowering them with a 360-degree view of prospects and current customers to identify new opportunities, increase lead score accuracy, and improve forecast precision. Tie community-focused investments to tangible business outcomes and ROI like impact on annual recurring revenue (ARR) and customer growth. This allows business leaders to make more informed decisions about where to invest to take advantage of market opportunities and how to best support their customers to increase retention. “Common Room has helped hundreds of organizations build and grow strong communities with the implicit understanding that these communities are and will increasingly be critical for business growth,” said Linda Lian, Co-founder and CEO at Common Room. “Bringing community intelligence into HubSpot makes this understanding explicit. Investment in community was something that organizations knew they needed to do—to benefit both their community members and their business. Now companies can clearly understand the business outcomes of those investments, improving performance across all functions from GTM to product development, support, and customer success.” “Common Room has helped hundreds of organizations build and grow strong communities with the implicit understanding that these communities are and will increasingly be critical for business growth,” said Linda Lian, Co-founder and CEO at Common Room Read more about today’s announcement on the Common Room blog. The HubSpot integration will be available to Common Room Enterprise customers at general availability. To participate in the Common Room HubSpot integration preview program please register at https://www.commonroom.io/hello/hubspot/. To access Common Room for free and start getting closer to your community today, visit www.commonroom.io/. About Common Room Common Room is the intelligent community growth platform that helps organizations deepen relationships, build better products, and drive business impact. Common Room brings together community engagement, product usage, and customer data into a single place, and uses intelligence to surface actionable insights so teams can discover what’s most important, nurture advocates, collaborate more effectively, and measure outcomes. Today’s fastest growing companies trust Common Room to power their community growth, including Asana, Chainlink, Confluent, Figma, Grafana Labs, HubSpot, Notion, Webflow, and more. The company is backed by Greylock Partners, Index Ventures, and Madrona Venture Group and is headquartered in Seattle. To learn more, visit www.commonroom.io or join Common Room’s own community, Uncommon.

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Trescon ventures into demand generation space with Demandify Media

Demandify Media, Trescon | September 06, 2022

One of the world's fastest growing business events and consulting firm, Trescon, has now set its footprint in the demand generation space with Demandify Media, based in Pune, India and a divisional office in Miami, United States. The team at Demandify Media will leverage its years of experience in serving clients with services ranging from business strategy, events, content marketing, and interactive experiences, among others. Outbound cold calling alone doesn't work, and inbound marketing can be expensive, difficult, and time-consuming. Keeping the need of the hour in mind, on 2nd August 2022, Trescon announced its latest venture Demandify Media, their demand generation arm. Based out of Pune, India, Demandify Media is a performance-oriented organization that is focused on making an impact. With services ranging from Content and Email Marketing, AI ABM (Account-based Marketing), Intent Data Bank, Display Advertising, Lead Gen., Webinars & Events, Demandify Media will leverage its powerful RoI solutions for clientele spread globally. This strategic decision comes from an insightful understanding of the gap between a company's objectives v/s achievements, and how demand generation can fill the void. By joining forces together, Trescon & Demandify Media will be able to deliver a thoughtful, data-driven, analytics-led approach to deliver better outcomes. Demand generation as a discipline comprises various tactics, strategies, skills & abilities, which many marketers blaze through the math and statistics, while not realizing their potential. As per industry reports, two of the biggest challenges faced by marketers and businesses are generating high-quality leads and then making sense of the data generated. This collaboration between Trescon and Demandify Media will help businesses of all shapes and sizes to overcome these issues. Demandify Media has also launched its first publication DemandTeq, and is further planning to launch HRTeqConnect, MarTeqConnect, and FinTeqConnect in the near future. Sunny Ashpal, the Co-founder of Demandify Media, says, "We conceptualised and started Demandify Media with the aim of assisting tech companies to fulfill their sales and marketing goals by connecting them to the best industry practices." Sunny Ashpal, the Co-founder of Demandify Media, says, "We conceptualised and started Demandify Media with the aim of assisting tech companies to fulfill their sales and marketing goals by connecting them to the best industry practices." Mohammed Saleem, the Founder & Chairman of Trescon was found quoting, "Businesses are always on the lookout for an omnichannel approach, and this is why we're here, to help them out with amplified content strategy, in the most frictionless manner, ultimately generating quality leads. We are excited to launch Demandify Media, and are sure that our AI ABM (Account based Marketing) strategy will help a lot of businesses with their daily demands." About Demandify Media Demandify is The B2B Demand Generation and Media partner for your marketing strategies with owned and operated publication for each segment of the business, right from IT, Marketing, HR, Finance and Supply chain connecting solutions, software and service providers directly with their Target Audience. It stands apart from the competition with its Artificial Intelligence driven Account Based Marketing solutions, Proprietary algorithm tool that helps generate Intent Data, Drive impressions and traffic to the client's site with Top of the funnel campaigns that provide LIVE status updates, Deliver High intent prospects directly into the client's CRM through Mid and Bottom of the funnel campaigns be it Content Syndication, High Qualified leads, BANT and Appointment Generation campaigns all through its owned, operated and cooperated publications that caters to over 1.5 million professionals (Figure to be confirmed by Trescon) thanks to its parent company Trescon Global Know more about this next generation media company at www.demandifymedia.com About Trescon Trescon is a global business events and consulting firm that provide a wide range of business services to a diversified client base that includes corporations, governments, and individuals. Trescon is specialized in producing highly focused B2B events that connect businesses with opportunities through conferences, roadshows, expos, demand generation, investor connect, and consulting services.

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mCloud Integrates with Google Cloud to Accelerate Revenue Growth and Maximize Cost Efficiency

mCloud, Google Cloud | November 02, 2022

mCloud Technologies Corp. (Nasdaq: MCLD) (TSXV: MCLD), ("mCloud" or the "Company") a provider of cloud technology solutions optimizing the performance, reliability, and sustainability of energy-intensive assets today announced it has implemented a new go-to-market plan on the back of its recent announcement it had entered a strategic partnership with Google Cloud. As announced on October 27, 2022, this strategic partnership closely integrates and aligns the Company with Google Cloud to jointly co-market, co-sell, and deliver AssetCare sustainability solutions to customers worldwide, starting with specific customers already working with both companies globally and in the United States, Canada, UK and Europe, Saudi Arabia, Malaysia, and Japan. These activities will widen the AssetCare business and expand mCloud's customer base. As a result of this integration, mCloud expects it will benefit from greater than 25% improvements to its cost structure beginning in calendar Q4 2022 and fully in place by end of Q1 2023. These optimizations include an approximate 25% reduction in headcount already implemented in Q3 2022, aligned with the Company's exit from its Technical Project Services business (see below), along with sustained improvements to costs associated with sales and marketing and research and development as these align with Google Cloud. Go-to-Market Plan Specifics with Google Cloud Account-based sales with Google Cloud: mCloud has already taken action to collaborate and coordinate with Google Cloud to define and kick-off joint sales with key accounts globally. These joint sales activities are focused near-term on annual recurring revenue ("ARR") growth through the close of immediate AssetCare opportunities, complemented by longer-term account plans that increase account ARR through mutual up-sell and cross-sell of AssetCare and Google services. Exit from Technical Project Services: With joint mCloud-Google Cloud sales activities now underway, the Company decided in Q3 2022 to fully exit its Technical Project Services business in favor of focusing the Company's resources on higher-margin AssetCare growth. The renewed focus on AssetCare sales and delivery enables mCloud to leverage the continued customer access it achieved through its Technical Project Services business in western Canada. These customers are now among the key accounts being jointly targeted by mCloud and Google Cloud. The Company reduced headcount primarily in the areas of direct delivery of professional services, retaining the data and expertise from this business, which remains invaluable in the development and delivery of AssetCare worldwide. Retirement of low-value legacy connected assets and workers: As the Company integrates AssetCare with Google Cloud, the Company has also elected not to continue delivering or pursuing the renewal of numerous assets and workers contracted early in mCloud's history. Most of these connected assets and workers are from disparate small-box retail facilities that would not see any direct benefit from the transition to Google Cloud and relied on legacy infrastructure that will be made obsolete with AssetCare on the Google Cloud Platform. Growth from sales jointly with Google Cloud is expected to rapidly make up and exceed the minor recurring value of these connections. Migration and integration of AssetCare technologies with Google Cloud: Technology development activities to move AssetCare to Google Cloud are already underway. For customer applications such as AssetCare connected worker capabilities using Agnity communications capabilities, the move to Google Cloud will mean faster deployment, streamlined onboarding by way of eliminating legacy dependencies on virtual machines no longer required on Google Cloud, and a more powerful, more precise, and more robust user experience via AssetCare capabilities in the field. Auto dealerships focus in North America: mCloud and Google Cloud are also jointly pursuing the digital transformation of auto dealerships, aligned with mCloud's focus on delivering electric vehicle (EV) charging optimization capabilities at these facilities. Google offers unique workplace solutions for auto dealerships that translate into an even more compelling AssetCare value proposition for auto dealerships looking to digitalize their operations. Announced on May 5, 2022, mCloud has worked with Carbon Royalty Corp throughout this calendar year to advance this growth focus. Carbon Royalty Corp has provided mCloud with the working capital to implement AssetCare at auto dealerships, including the purchase of required permit applications, hardware, and the support needed to develop carbon credits and foster the generation of carbon offsets. With the Google Cloud partnership now in place, mCloud has approached Carbon Royalty Corp with the possibility of potentially restructuring the original agreement while Carbon Royalty Corp continues to operate and manage the carbon credits and all other offsets jointly generated by mCloud and Google Cloud. While no agreement has yet been reached and there is no guarantee such an agreement will be achieved, mCloud and Carbon Royalty Corp are working toward a mutually beneficial arrangement where mCloud returns the deployed capital used in customer deployment, permitting, and solution development, evolving the relationship to one focused around leveraging Carbon Royalty Corp's expertise to manage and develop carbon credits and carbon offsets across all joint mCloud and Google Cloud activities, tracked through AssetCare for a fixed royalty rate. mCloud President and CEO Russ McMeekin offered additional commentary on the plan: "The nature of our strategic partnership and integration with Google Cloud includes mechanisms for contracting via Google Cloud as the contracting entity to end customers. As a result, the details of customer contracts must remain confidential in accordance with Google Cloud policies." mCloud President and CEO Russ McMeekin offered additional commentary on the plan:"The nature of our strategic partnership and integration with Google Cloud includes mechanisms for contracting via Google Cloud as the contracting entity to end customers. As a result, the details of customer contracts must remain confidential in accordance with Google Cloud policies. As announced earlier this week, we are moving very quickly to join forces with Google Cloud in co-selling AssetCare worldwide to drive ARR growth. mCloud and Google Cloud together is truly a sum greater than its parts." About mCloud Technologies Corp. mCloud is unlocking the untapped potential of energy-intensive assets with cloud-based solutions that curb energy waste, maximize energy production, eliminate harmful emissions, and get the most out of critical energy infrastructure. Through mCloud's portfolio of AssetCare™ solutions, mCloud enables asset owners and operators in energy- and asset-intensive industries such as oil and gas, wind, and commercial facilities to use cloud-based digital twins, AI, and analytics to optimize asset performance, reliability, and sustainability. mCloud has a worldwide presence with offices in North America, Europe, the Middle East, and Asia-Pacific. The company's common shares trade in the United States on Nasdaq and in Canada on the TSX Venture Exchange under the symbol MCLD. Visit mcloudcorp.com to learn more.

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Anteriad to Make B2B Marketing Data Available On Snowflake Marketplace

Anteriad | November 04, 2022

Anteriad has partnered with Snowflake, the Data Cloud company, to make B2B data available on Snowflake Marketplace, enabling marketers, data scientists, business intelligence and analytics professionals’ access to live and ready-to-query data from Anteriad for smarter decision making. Snowflake Marketplace, powered by Snowflake’s ground-breaking cross-cloud technology, Snowgrid, allows companies to receive direct access to raw data products and leverage data quickly, securely, and cost-effectively. Snowflake Marketplace simplifies discovery, access, and the commercialization of data, data services, and applications, enabling companies to unlock entirely new revenue streams and extended insights across the Data Cloud. “B2B marketers need data solutions that operate between platforms within their tech stack to help support various use cases,” said Todd Love, Chief Commercial Officer at Anteriad. “B2B marketers need data solutions that operate between platforms within their tech stack to help support various use cases. To empower marketers for adtech or martech initiatives, Anteriad delivers a broad set of differentiated data solutions that can help clients test, match, and deliver data through Snowflake Marketplace. Driving value from your first-party data is not new, but the ease and speed of which it can happen will help solve for various use cases without having to sign up for another black box. Solve for Account Based Marketing analytics, intent enrichment or firmographic hygiene all in one place,” said Todd Love, Chief Commercial Officer at Anteriad. With 500 billion monthly digital interactions, Anteriad provides a robust data offering to B2B marketers. Anteriad data available on Snowflake Marketplace includes a trove of data from intent insights to firmographics, and technographics. B2B marketers can use Anteriad data to understand their audience more deeply, discover new audiences, and orchestrate their campaigns across accounts, buying groups, channels and touchpoints with confidence. “Differentiated, reliable data contributes to better business outcomes, which is what Snowflake and Anteriad aim to deliver to customers. Snowflake Marketplace gives B2B Marketers access to data at scale in a secure environment and Anteriad helps meet customer demand for unique data that can help them get out in front. We look forward to watching our customers take advantage of these benefits,” said Kieran Kennedy, Head of Snowflake Marketplace. To become a Snowflake partner, get access to Snowflake’s self-service partner resources please visit www.snowflake.com/partners. 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://anteriad.com/.

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Spotlight

Account-based marketing (ABM) is shaping up to be the biggest revenue driver for B2B business for years to come. While ABM as a business strategy has been around for quite some time, emerging technologies and new ways of looking at customer data have made it a red-hot topic and the go-to B2B strategy right now.

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