ABM ACCOUNTS

MoEngage Uses G2 to Drive Demand and Strengthen Brand

MoEngage, G2 | March 10, 2021

MoEngage, one of G2’s customers, have successfully leveraged G2’s marketplace to establish credibility, boost brand awareness, and to drive demand for their customer engagement platform.

While MoEngage had a greater product and high customer gratification, the team noticed they were not talented to capture the attention of prospective buyers. They knew they required more social proof of their greater product and high customer fulfillment to progress their conversion rates with high-intent G2 market visitors.

Moreover, they were hoping to drive more demand for their product, and comprehend more about their purchasers in order to abridge sales cycles.

In order to make themselves as a dependable, trustworthy brand, MoEngage set out to scale the volume and superiority of the reviews on their G2 product outline. This would build trust with G2 Profile visitors, and earn MoEngage a better position on the G2 Customer Engagement Grid Report. In order to ensure their reviews would be both comprehensive and honest, they would focus their campaign on customers with high health scores.

Once brand and reputation was established through review collection, MoEngage planned to turn those profile visits into a demand gen driver. By leveraging G2 Buyer Intent signals, MoEngage would be able to build comprehensive account based marketing campaigns targeting accounts that visited their profile, their category, their competitors’ profiles, or compared them in a side-by-side comparison. This ABM play would close the gap between the marketing and sales teams, and deliver consistent, relevant messaging to in-market buyers throughout the buyer journey.

About MoEngage

MoEngage is an insights-led customer engagement platform built for product owners and customer-obsessed marketers. MoEngage allows hyper-personalization at scale across many channels like mobile push, in-app, email, on-site messages, web push, and SMS. With AI-powered automation and optimization, brands can examine audience behavior and involve consumers with modified communication at every touchpoint across their lifecycle.

Spotlight

Demand generation and ABM can - and should - complement each other. Companies should consider integrated solutions incorporating a mix of ABM and marketing automation to interact with prospects and customers. - Tim Kopp, CEO of Terminus.


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ABM ACCOUNTS

Bombora Featured as Part of New ABM Collection in the HubSpot App Marketplace

Bombora | May 06, 2022

Bombora, the leading provider of B2B Intent data, was selected to be part of the new ABM app collection available on the HubSpot App Marketplace. Bombora customers have relied on the company’s HubSpot App since August 2020. In 2021, Bombora updated the app so that HubSpot users could discover previously unknown, net-new in-market businesses automatically, helping them uncover valuable accounts that are primed to receive marketing and sales information. Bombora’s Company Surge® tells B2B marketing and sales teams which businesses are actively researching their products and services, and to what extent. By integrating these weekly-updated insights directly into HubSpot, marketing and sales teams can align on the right accounts to focus on, create account-specific content and sales plays that scale leads and increase ABM effectiveness. Company Surge® for HubSpot identifies which target accounts are most interested in certain products or services. This helps B2B marketers build account lists and dashboard views in HubSpot to initiate prospecting and nurture programs or align with sales reps on the accounts to prioritize outreach. “Bombora has prioritized direct integrations and partnerships in order to make it easier for sales and marketing teams to access our insights without changing their workflows,” said Erik Matlick, CEO and co-founder of Bombora. “Bombora has prioritized direct integrations and partnerships in order to make it easier for sales and marketing teams to access our insights without changing their workflows,” said Erik Matlick, CEO and co-founder of Bombora. “HubSpot is one of the most well-known marketing, sales and service software companies in the world, and we’re thrilled for our app to be in the spotlight as they look to help B2B brands with their business challenges.” Bombora has more than 100 integrations across the marketing and sales ecosystems, making its Company Surge® data easily accessible to the teams that rely on these data and insights. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com. About HubSpot HubSpot is a leading growth platform. Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 78,700 total customers in more than 120 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of Marketing Hub, Sales Hub, Service Hub, CMS Hub, and a powerful free CRM, HubSpot gives companies the tools they need to Grow Better. HubSpot has been named a top place to work by Glassdoor, Fortune, The Boston Globe, and The Boston Business Journal. The company is headquartered in Cambridge, MA with offices in Dublin, Ireland; Singapore; Sydney, Australia; Tokyo, Japan; Berlin, Germany; Paris, France; Bogotá, Colombia; Ghent, Belgium; and Portsmouth, NH.

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ACCOUNT-BASED EXECUTION

Contentgine Announces the Release of Its First "Content Top 5 in 15" Video Program Starring Robert Rose

Contentgine | February 14, 2022

Contentgine® (www.contentgine.com), the world leader in content-based marketing, announced today that it has released the first video in its groundbreaking series, called "Contentgine Content Top 5 in 15." Hosted by well-known author and content expert Robert Rose of the Content Marketing Institute, the video series consists of Rose's analysis of the top five most read content pieces in a particular product category, culled from Contentgine's vast collection of business content consumption data. The first episode, which is free and hosted on the company's website, analyzes the top five content pieces in the data analytics product category, with case studies written by #Sisense, #SyncFusion, #Atlassian (ChartIO), and #Encorta. Rose provided some insight to the series and the first program topic - data analytics - saying: "The show is for any demand or content marketer, even though we focus on a particular product category for that show. There is so much information to be gleaned from looking at what makes a piece of content – regardless of category – that we think the fifteen minutes it takes to view the program will prove to be time well-spent for those marketers looking to improve their content consumption and demand generation." "What struck me about the data analytics space," Rose continued, "was how well-written each content piece was in taking complex ideas and making them easily understood even by folks not having an analytics background. #SiSense, in particular, had two pieces of content in the Top Five, and I think it's a testament to the quality of the writing that went into every piece." Ian Dix, Chief Marketing Officer for Contentgine, stated: "We think this will be a trailblazing series for demand and content marketers, because no one has had the content consumption data at this scale before. We have it as part of our Perpetual Engine® methodology, and we can offer marketers the first real look at what makes great content great." Ian Dix, Chief Marketing Officer for Contentgine, stated: "We think this will be a trailblazing series for demand and content marketers, because no one has had the content consumption data at this scale before. We have it as part of our Perpetual Engine® methodology, and we can offer marketers the first real look at what makes great content great." "Our next three programs," Dix continued, "will have Robert analyzing the most-read content pieces in the database solutions, artificial intelligence, and Internet of Things product categories. We hope our marketing friends get good insights and some "aha" moments ideas from Robert's brilliant analyses." The first Top 5 in 15 programs can be found at: https://contentgine.com/top-5/analytics ABOUT CONTENTGINE Contentgine ® has claimed a leadership position in the content syndication and intent marketing categories, basing its business upon the following value proposition: "Contentgine helps all professionals in all industries find the right solutions for their businesses." The company is witnessing explosive growth by utilizing a unique way of offering business solution information to business professionals via its Contentree B2B content library – the world's largest such library - and utilizing its unique Perpetual Engine methodology. Together they produce both the industry's most precise first-person intent data and the industry's only content performance analytics platform.

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ABM ACCOUNTS

Demandbase Recognized as a Leader in 2022 Gartner Magic Quadrant for Account Based Marketing Platforms

Demandbase | January 10, 2022

Demandbase, the B2B go-to-market leader, today announced it has been named a Leader by Gartner in the first ever Magic QuadrantTM for Account-Based Marketing Platforms, 2022. Additionally, Demandbase has been recognized as the only vendor to receive the highest scores for all three Use Cases in the 2022 Gartner Critical Capabilities for Account-Based Marketing Platforms report that was published at the same time. Evaluated among seven vendors globally, Demandbase was recognized for its ability to execute and its completeness of vision. "We're ecstatic to be a Leader in the first ABM Magic Quadrant," says Gabe Rogol, chief executive officer of Demandbase. "We're ecstatic to be a Leader in the first ABM Magic Quadrant," says Gabe Rogol, chief executive officer of Demandbase. "Achieving the highest scores for all three ABM Use Cases is a testament to the powerful way we're helping our global customers acquire, retain, and expand the accounts that matter." The full Gartner Magic Quadrant report offers an in-depth look at the ABM market and an objective evaluation of all seven ABM vendors listed. It also discusses the role that ABM has in the B2B market today, along with the growing importance of ABM solutions and how they can be used to improve alignment of marketing and sales. Demandbase's ABX Cloud solution has helped sales and marketing teams plan, execute, and measure seamless account-based strategies and connect everything that matters to win in today's increasingly complex B2B landscape. Additionally, in Gartner's detailed companion report, the 2022 Critical Capabilities for Account-Based Marketing Platforms, Demandbase is the only vendor listed to receive the highest scores in all three Use Cases in the report: New Account Acquisition, Account Retention, and Account Expansion. 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. For more information about Demandbase, visit: www.demandbase.com.

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ACCOUNT-BASED ADVERTISING

Demandbase Delivers Account-Based Advertising for Facebook, Instagram, Twitter, YouTube, Adobe, Bing and Google

Demandbase | December 16, 2021

Today Demandbase, the B2B go-to-market leader, breaks ground with new Audience Management Destinations for Demandbase One that bring the power of account intelligence to social advertising. B2B marketers will be able to reach account-based targets on traditionally consumer platforms, including Facebook, Instagram, Twitter, Google, YouTube, Bing, and Adobe, as well as an expanded integration with LinkedIn. This new functionality is yet another way Demandbase enables marketers to personalize the buying experience, recognizing that members of an account-based buying committee are individuals, as well as business professionals. Today’s announcement is part of Demandbase’s mission to transform how B2B companies go to market, with Demandbase One as the essential orchestration hub. “We’re constantly learning about how the B2B buyer thinks and acts, and this new account-based social targeting functionality plays a role in reaching buyers more holistically,” says Jon Miller, chief marketing and product officer at Demandbase. “By viewing the buyer not just as someone within a target account or in a buying committee, we recognize that buyers are individuals, too. This mindset shift — and the corresponding ability to engage with them as such across business and social platforms — gives our customers yet another advantage in today’s B2B go-to-market landscape.” Demandbase’s new Destinations will enable customers to use selectors, first-party data, third-party data, intent, technographics, activities and more to define an audience in Demandbase, then specifically target those buyers across the business and social web. The end result is a highly consistent customer experience across social networks and other platforms. Demandbase is the only solution that lets you run people and account-based plays from one system. You can target a precise audience through our segmentation and data orchestration engine, then automatically apply the most effective sales and marketing tactics to advance the account in its journey, across every touchpoint and with the most relevant messages. For example, you will be able to target in-market accounts with paid ads, and automatically add these accounts to an audience in the new people-based Destinations to ensure a consistent message to your target audiences on Facebook, Twitter, Google, or other channels — and all while adhering to privacy guidelines. “With the new integrations, we’ll now be able to automatically orchestrate account-based experiences across all networks and platforms,” says Oleg A. Solodyankin, CEO at Ignitium. “We’re looking forward to helping revenue teams drive more pipeline with Demandbase.” 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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Spotlight

Demand generation and ABM can - and should - complement each other. Companies should consider integrated solutions incorporating a mix of ABM and marketing automation to interact with prospects and customers. - Tim Kopp, CEO of Terminus.

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