CORE ABM

MeritB2B Rebrands as Anteriad

Anteriad | April 04, 2022

MeritB2B Rebrands as Anteriad
On March 31, MeritB2B announced rebranding as Anteriad at their annual PowerB2B Growth Summit in Austin, TX. It aims to position itself as a trailblazer in B2B marketing. The name Anteriad means ‘pointing forward’, a correct representation of the company’s forward-looking approach. The new branding emphasizes the company’s positive momentum.

“Anteriad is a company that’s ahead of its time and ahead of the market. Our positioning directly reflects our focus on being uniquely able to provide our customers the solutions they need to get ahead and take the lead,” said Rob Sanchez, CEO at Anteriad.

“Anteriad is a company that’s ahead of its time and ahead of the market. Our positioning directly reflects our focus on being uniquely able to provide our customers the solutions they need to get ahead and take the lead,” said Rob Sanchez, CEO at Anteriad. “I’m thrilled to launch our new name and brand at PowerB2B, our first major event since 2019, and the beginning of a new era in B2B marketing leadership.”

Anteriad is a combination of MeritB2B and recently acquired True Influence and other strategic acquisitions in the B2B marketing domain. It will offer a suite of best-in-class services such as full-funnel demand generation, market-leading intent, marketing cloud technology, programmatic data, and audience solutions. These services will be powered by the industry’s most comprehensive B2B data.

“We chose to announce our new brand at the PowerB2B Growth Summit because the event is all about using best-in-class solutions to take the lead in B2B marketing, a perfect complement to the ethos behind our new positioning. We’re thrilled to be hosting such an incredible group of marketing leaders, and are excited for what the future holds,” said Dee Blohm, SVP Marketing at Anteriad.

At the Power B2B Growth Summit, marketing leaders from companies like Kustomer, which was recently acquired by Meta, The Channel Company, Infinite Electronics, and MKTG2.U. Executives from leading B2B marketing teams at companies like Amazon, SAP, and Microsoft were at the Summit.

Spotlight

Existing account based marketing (ABM) platforms have their roots in serving the needs of early-stage organizations. While this can be construed as a natural state of development for the VC backed, minimal viable product focused tech startup, the short-term decisions based upon speed to market, have resulted in the development of channel based, narrow silos of activity. For a startup to mid-tier company, this may serve marketers well however, the world of a global enterprise-class marketer is vastly different and their priorities need to be reflected in their selection of ABM technology and services. A scaled-up version of a mid-tier solution doesn’t recognize the different needs, resources and variability of enterprise organizations, nor does it consider the non-subscription service layer required to serve the enterprise.


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ABM ACCOUNTS

DemandScience Customers Speaking at Forrester B2B Summit North America 2022

DemandScience | May 02, 2022

DemandScience, a global B2B data company that partners with customers to upgrade their sales pipelines, today announced it is a Platinum Sponsor of Forrester’s B2B Summit North America 2022, and will be presenting in-person customer case study sessions at the Summit with two of the world’s most recognized and successful technology companies. Forrester’s B2B Summit, one of the most important events of the year for thousands of B2B marketing, sales, and product leaders, is taking place in-person and digitally from May 2–4, at the Austin Convention Center in Austin, Texas. “We are proud to be sponsoring Forrester’s B2B Summit and enabling participants to hear first-hand from highly respected peers about how they leveraged DemandScience’s B2B data and solutions to power successful initiatives and achieve meaningful ROI,” said Chris Rack, Chief Revenue Officer of DemandScience. “We are proud to be sponsoring Forrester’s B2B Summit and enabling participants to hear first-hand from highly respected peers about how they leveraged DemandScience’s B2B data and solutions to power successful initiatives and achieve meaningful ROI,” said Chris Rack, Chief Revenue Officer of DemandScience. Each session will be co-presented by Rack and the customer’s marketing leader responsible for the demand gen program: Topic: Identifying High-Propensity Buyers to Drive Opt-in Leads Overview: The presenters will demonstrate how identifying and creating high-propensity audience segments using technographic installation and intent data layering fueled their branded demand generation programs. This facilitated the growth of their ABM permission-based audience and accelerated ROI. Date/Time: Monday, May 2, 2022 from 1:25 pm – 1:55 pm central time, room 11AB Topic: Leveraging Predictive Insights to Accelerate Your ABM Strategy Overview: Attendees will learn how this world-renowned tech company increased ROI, speed through funnel, and ABM conversion rates across the board by using DemandScience’s intent engine on top of their core ABM lists to generate and prioritize leads. The presenters will illuminate how combining and analyzing multi-source intent data provides predictive B2B buyer insights that can be leveraged to deliver transformational results for marketers. Date/Time: Wednesday, May 4, 2022 from 11:50 am – 12:20 pm central time, room 11AB In-person attendees can meet with the DemandScience team at Booth #724 in the B2B Summit Marketplace to learn how they can partner with DemandScience to identify prospects, activate buyers, and convert opportunities with accurate B2B data. About DemandScience DemandScience is a global B2B data company that partners with customers to upgrade their sales pipelines. Our accurate data and predictive insights enable B2B sales and marketing professionals to identify, activate, and convert the right buyers at the right time and achieve their growth goals.

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ABM ACCOUNTS

ZoomInfo Launches New Account-Based Marketing Platform, MarketingOS

ZoomInfo | February 09, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced the launch of MarketingOS, a new account-based marketing (ABM) platform that aligns sales and marketing teams in a unified system powered by ZoomInfo’s world-class business-to-business (B2B) data. MarketingOS helps demand generation and ABM teams target and convert leads into buyers through insight-driven orchestration and personalized engagement across multiple channels, including display and social advertising, email, SMS, and more. MarketingOS also turns websites into digital storefronts—through enriched forms, unique visitor tracking, and human-first chat experiences—to help improve on-site conversion and to tighten the relationship with sales. “Our comprehensive B2B database is the key differentiator that sets MarketingOS apart from other ABM solutions,” said ZoomInfo Founder and CEO Henry Schuck. “Our comprehensive B2B database is the key differentiator that sets MarketingOS apart from other ABM solutions,” said ZoomInfo Founder and CEO Henry Schuck. “ZoomInfo’s unique data science algorithms allow marketers to connect with the right prospects at precisely the right time. No other solution on the market combines the power of data-driven insights and marketing-optimized workflows like ZoomInfo’s MarketingOS.” MarketingOS is one of four platforms that comprise RevOS, ZoomInfo’s modern operating system for revenue professionals, which was also unveiled today. A unified system for sales, marketing, operations, and recruiting teams, RevOS delivers the data, insights, software, and integrations needed by businesses and professionals to achieve their growth potential in a new insight-driven era of digital selling. SalesOS, OperationsOS, and RecruitingOS, which are also now available to customers, complete ZoomInfo’s RevOS. This system empowers businesses to consistently engage with the right people at the right companies at the right time with relevant messages. RevOS features a unified login and app administration experience, with all apps and tools launched and managed from a single dashboard to give users at-a-glance information regarding their campaigns. Users can switch between applications effortlessly, allowing for seamless workflows between RevOS applications. Marketers typically fail because the data in most ABM platforms is both inaccurate and incomplete. Current ABM solutions are designed to leverage companies’ own first-party data, which exists in their customer relationship management or marketing automation systems. Without quality data, marketers pour advertising dollars at the wrong prospects and companies, and, as a result, deliver fruitless leads to sales and waste time and resources. With ZoomInfo’s best-in-class data and intelligence at its foundation, MarketingOS enables marketers to effectively reach target accounts and drive qualified leads for sales. Using MarketingOS, marketers can run display and social advertising campaigns through ZoomInfo’s proprietary demand-side platform and social integrations to target specific professionals, job titles, levels, or functions at in-market accounts exhibiting buyer intent. MarketingOS also features an in-market predictive score that ranks where prospects are in their buying journeys, informing how and when marketers should engage with prospects based on their ranking and helping them to prioritize their outbound efforts on prospects who are most likely to convert. Additionally, MarketingOS gives teams ongoing monitoring of their entire universe of prospect and customer accounts, helps them cleanse and manage their marketing database effectively, and surfaces the best audiences based on fit, intent, and engagement. With ZoomInfo’s unparalleled contact data and intelligence, hyper-targeted campaigns can engage high-value accounts and buyers based on ideal customer criteria using 300-plus company attributes that reveal timely business needs and insights. About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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ACCOUNT BASED DATA

Hunter & Bard Joins the Folloze as a Service Technology (FaaST) Agency Program to Optimize ABM-driven Buyer Journeys

Folloze, Hunter & Bard | June 27, 2022

Folloze and Hunter & Bard, a leading account-based marketing (ABM) agency, announced a partnership today that will bundle the Folloze B2B Buyer Experience Platform with Hunter & Bard’s extensive ABM services. Hunter & Bard will join the Folloze as a Service Technology (FaaST) program, bringing data-driven marketing engagement, personalization and turnkey campaign activation to the agency’s clients that need ABM expertise and deployment. “Most of our clients want to scale their ABM efforts quickly, but lack the time or internal resources to do so. They want to hit the ground running with an expert ABM team,” said Shira Abel, founder and CEO of Hunter & Bard. “Most of our clients want to scale their ABM efforts quickly, but lack the time or internal resources to do so. They want to hit the ground running with an expert ABM team,” said Shira Abel, founder and CEO of Hunter & Bard. “With Folloze as our backbone, we’re able to deliver great sales and marketing results by building out the right target lists, rolling out strategic content on Folloze Boards, and orchestrating account engagement and reporting. We make it fast and easy, and Folloze helps us get it done.” Going to Market ‘FaaST’ with Folloze-powered Buyer Experiences The FaaST program was created to help marketing agencies spin up Folloze Buyer Experience instances with a turnkey ABM package that agencies can fully manage themselves on behalf of their clients. “Our FaaST capabilities give agencies like Hunter & Bard the opportunity to scale their services and give them control over how they build Folloze Boards with their clients,” said Randy Brasche, vice president of marketing with Folloze. “And we bring our expertise with B2B buyer engagement to the table to help agencies grow their ABM businesses.” For Hunter & Bard, it’s all about helping their clients get better close rates for their marketing and sales opportunities. “Folloze is a great facilitator on multiple levels of engagement,” Abel said. “From building lists and segmenting the right content, to targeting messaging and sending out compelling, personalized campaigns, our clients are getting significantly higher open rates than on typical, broad-based campaigns — and much higher closed-win rates. One of our clients has seen close rates go from 39 percent with general marketing to 90 percent with the better-targeted programs we produced for them through Folloze.” Hunter & Bard clients can also create online ad programs that link directly to their Folloze Boards and drive campaign rollout. “Once those opportunities come in, we can quickly put together targeted outbound campaigns based on where the opportunity came from, which have produced some very nice results. Nothing is better for the outbound list build and directing emails to content than Folloze.” Improving Sales Team Orchestration and Optimization Another key area for Hunter & Bard’s clients is optimizing and orchestrating sales team activity. “No sales rep wants to waste time with bad leads that come from a poorly-targeted ABM program,” Shira said. “We’re out to help change sales team behavior and help them prioritize their time.” With Folloze, sales reps can not only see who's active, but also see intent signals related to what they're searching for, which prospects clicked through on an email and when, what content they clicked on, and how long they engaged. Building a Foundation for Better ABM Consulting and Programs “At Hunter & Bard, we’re getting more and more creative with enablement and engagement,” Abel said. “We’re optimizing our targeting with curated content, and our Folloze Boards are beautiful. But for our clients, it means they get the results they’re looking for; they get the wins, and they get the promotion.” “I do a lot of teaching and mentoring on the ABM front, and Folloze is an invaluable tool for doing ABM the right way,” concludes Abel. “And I can’t say enough about the team support at Folloze. We love working with them.” 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/. About Hunter & Bard Hunter & Bard is an award-winning agency of enterprise marketers and designers who focus on high-ACV Account-Based Marketing (ABM). The agency works between product marketing and sales to analyze competitors, create strategic messaging, build sales-enablement materials, and design and orchestrate successful ABM programs. Hunter & Bard is a WBENC-certified Woman-Owned Small Business and was named Siemens’ Small and Diverse Supplier of the Year for 2021. To learn more, visit https://hunterandbard.com/.

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ACCOUNT BASED ANALYTICS

Harte Hanks Selected for B2B Lead Generation Program

Harte Hanks | June 01, 2022

Harte Hanks Inc. (NASDAQ: HHS), a leading global customer experience company focused on bringing companies closer to customers for nearly 100 years, announced today that it has been awarded a new business assignment by a leading employee screening services company to provide a wide scope of B2B sales and marketing support services. Harte Hanks was selected based on its strong track record of providing seamless support and integration with B2B sales operations seeking to accelerate their growth. The new relationship manager for this compliance-driven company commented: "Our goal was to find a partner that has the experience and ability to quickly integrate with our existing B2B sales operation and platforms while providing us with cost-efficient but effective solutions to help us achieve our new business goals. We were incredibly impressed by the ability of the Harte Hanks team to dedicate resources, build training and implement quickly to drive new business sales performance." As part of the program, Harte Hanks will provide our client's sales team with a range of services to enhance their B2B sales efforts, including new lead generation, appointment setting, education and nurturing, and sales performance tracking. "We're excited to have the opportunity to work with this innovative leader," says Ben Chacko, Managing Director, Harte Hanks Customer Care. "We're excited to have the opportunity to work with this innovative leader," says Ben Chacko, Managing Director, Harte Hanks Customer Care. "This agreement further demonstrates our leadership in providing clients with a cost-efficient solution that enables growth while maximizing and preserving their internal methodology and systems." Don Aicklen, SVP Harte Hanks Sales & Marketing, notes: "Our customers seek partners who have the infrastructure and ability to quickly measure and optimize performance. Harte Hanks will continue to leverage the talent and capabilities of our Customer Care and Marketing Services segments to provide unparalleled solutions for our clients. These capabilities are a vital component of new business growth and expansion strategies in today's marketplace." About Harte Hanks: Harte Hanks (Nasdaq: HHS) is a leading global customer experience company whose mission is to partner with clients to provide them with CX strategy, data-driven analytics and actionable insights combined with seamless program execution to better understand, attract and engage their customers. Using its unparalleled resources and award-winning talent in the areas of Customer Care, Fulfillment and Logistics, and Marketing Services, Harte Hanks has a proven track record of driving results for some of the world's premier brands, including Bank of America, GlaxoSmithKline, Unilever, Pfizer, HBOMax, Volvo, Ford, FedEx, Midea, Sony and IBM among others. Headquartered in Chelmsford, Massachusetts, Harte Hanks has over 2,500 employees in offices across the Americas, Europe and Asia Pacific.

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Spotlight

Existing account based marketing (ABM) platforms have their roots in serving the needs of early-stage organizations. While this can be construed as a natural state of development for the VC backed, minimal viable product focused tech startup, the short-term decisions based upon speed to market, have resulted in the development of channel based, narrow silos of activity. For a startup to mid-tier company, this may serve marketers well however, the world of a global enterprise-class marketer is vastly different and their priorities need to be reflected in their selection of ABM technology and services. A scaled-up version of a mid-tier solution doesn’t recognize the different needs, resources and variability of enterprise organizations, nor does it consider the non-subscription service layer required to serve the enterprise.

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