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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CORE ABM

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

Influ2 | July 08, 2022

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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BUYER INTENT DATA

Affinity Announces New Executives Leaders From Robinhood & Showpad

Affinity | July 01, 2022

Affinity, a relationship intelligence platform for dealmakers, appointed two key executives from Robinhood and Showpad – Dustin Deno as Chief Revenue Officer (CRO) and Rich Bessel as Vice President of Design. Deno brings more than 15 years of experience in SaaS, including building and scaling sales teams at Salesforce and Showpad. Deno will lead Affinity’s velocity sales organization and continue to execute strategy across the venture capital, investment banking and private equity sectors while investigating new market opportunities. In Bessel’s new role, he will drive the company’s future product design from end to end, aiming for a cohesive, engaging experience across Affinity’s brand and product. In his first year at Robinhood, he led the team to an award-winning corporate rebrand. “Over the past few years, we’ve seen exponential growth across relationship-driven industries,” said Ray Zhou, Co-CEO and Co-founder at Affinity, in a statement. “Over the past few years, we’ve seen exponential growth across relationship-driven industries,” said Ray Zhou, Co-CEO and Co-founder at Affinity, in a statement. “As we enter our next stage of growth, we are excited to welcome Dustin and Rich to our executive team. Their strong track records of driving revenue growth and designing world-class products at leading technology companies will be critical as we scale to meet growing market demand.”

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CORE ABM

Demandbase Recognized with Four "Top Rated" Awards by TrustRadius

Demandbase | May 18, 2022

Demandbase, the Smarter GTM™ company for B2B brands, announces that TrustRadius has recognized it with four Top Rated awards. Demandbase received the honor in the Account-Based Marketing (ABM), Intent Data, Market Intelligence, and Sales Intelligence categories. This is the second year in a row that Demandbase has received TrustRadius' Top Rated awards. It's a testament to the way in which its technology scores high with customers for its functionality, ease of use, and ability to drive results. "There's no greater compliment for us as a company or for our products than to receive Top Rated awards in these important categories, The fact that these awards are purely driven by vetted customer ratings means that we're doing our job of equipping B2B companies with what they need to execute a successful go-to-market. Thank you to our customers for your support and trust in us, and to TrustRadius for the recognition." Jon Miller, chief marketing officer of Demandbase Since 2016, the TrustRadius Top Rated Awards have become the B2B industry's gold standard for unbiased recognition of technology products. Based entirely on customer feedback, they have never been influenced by analyst opinion or status as a TrustRadius customer. The methodology and scoring that TrustRadius uses to determine Top Rated winners can be found here. "Demandbase won Top Rated Awards in Account-Based Marketing (ABM), Intent Data, Market Intelligence, and Sales Intelligence software categories in 2022," said Megan Headley, VP of Research at TrustRadius. "Demandbase earned these Top Rated awards based directly on feedback from their customers. Reviewers on TrustRadius value the intent data insights, account-level analytics, automation, accuracy of contact information, account targeting early in the buying cycle, and as a source of truth for market insights and customer prospecting." About Demandbase Demandbase is Smarter GTMTM for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action.

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ACCOUNT BASED DATA

Folloze and repliCMO to Offer Innovative B2B Revenue Solutions

Folloze, repliCMO | June 15, 2022

Folloze today welcomes repliCMO as its newest alliance partner, with a focus on B2B enterprises in the Asia-Pacific region. The two companies will create new B2B revenue solutions that help enterprises in APAC compete and win in a new digital-first marketplace. The global pandemic accelerated digital transformation and changed the nature of B2B buying and selling forever. As a result, marketing teams are now owning more of the lead-to-revenue cycle. The Folloze platform makes it easy for marketers to plan and launch any revenue-generating program and tactic across a buyer journey that's now 100% digital. The platform harnesses customer and intent data with personalized content experiences to power demand centers and landing pages, high-touch events, channel programs, ABM, cross-sell and upsell, and much more. repliCMO brings strategic marketing expertise, alliances, and smooth execution systems to enterprise clients, effectively extending the capabilities and reach of the chief marketing officer (CMO) function. Together, Folloze and repliCMO will leverage these respective strengths to help enterprise companies reimagine their GTM and better align with the digital-first expectations of today's modern B2B buyer. "We now operate in a world where the B2B buying journey is 100% digital," said Etai Beck, CEO and Co-founder at Folloze. "We now operate in a world where the B2B buying journey is 100% digital," said Etai Beck, CEO and Co-founder at Folloze. "repliCMO shares our vision of reimagining the buyer journey through the activation of customer data and the automated delivery of personalized experiences with high-value human engagement. Their strong enterprise B2B track record, and established footprint in the APAC region made the prospect of collaborating a clear win. Together, Folloze and repliCMO are the natural solution for clients seeking new ways to stand out in a crowded digital landscape." "Marketing has always been more than a service — in a world where there are multiple products in a single category, it's marketing intellectual property (IP) that creates the brand and differentiates it in the minds of customers," said Ruchika Rana Malhotra, Founder and CEO of repliCMO. "Particularly at a time of intense IPO and funding activity in APAC, brand is a significant driver of value. Together with Folloze, we can help enterprise CMOs smartly structure their account-based marketing strategies and deliver on them with focused, appealing, and relevant digital content, ultimately making the buyer journey easier." About Folloze Folloze builds the leading B2B Buyer Experience Platform. With Folloze, sales and marketing teams can quickly create rich, personalized, and value-added experiences that maximize the revenue impact across the entire customer journey. Top B2B brands -- including Autodesk, RingCentral, Cisco, and ServiceNow -- trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.com/. About repliCMO repliCMO is a management consulting firm specializing in marketing IP creation and delivery in the B2B space. repliCMO's forte is creating marketing IP for technology and emerging technology ecosystems- Fintech, Cybersecurity, SaaS, Cloud computing, Proptech, Infratech, AI, AR, IoT & Blockchain. To learn more, visit https://www.replicmo.com/.

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Do you want to make the competition irrelevant? We are The Craft – a strategic consultancy. We make our clients differentiated, competitive and more relevant in their markets. Visit https://thecraft.consulting for more insight on Account Based Marketing, ABM, strategic differentiation, competitive positioning and much more.

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