ABM ACCOUNTS

MRP Media Notify: ABM Visionaries to Reveal Marketers' Winning ABM Strategies

MRP, KX | July 27, 2021

Account-based marketing (ABM) is now a proven revenue driver for B2B marketers, although some organisations benefit more than others. With business ABM spending expected to climb in the coming year as the economy improves, it is more important than ever to put in place the tools and tactics that will set the stage for success.

Demand Metric and MRP Prelytix, the first enterprise-class predictive ABM technology, will unveil new findings on Wednesday, July 28 at 1 p.m. ET / 10 a.m. PT during a live webinar. Participate in this session to be among the first to receive the insights and a personal copy of the report. Understand how an elite set of ABM programmes (25%) generate significant revenue impact, and how their strategies based on people, process, and technology differ from low performers (40%) who have negative to uncertain revenue effect.

Join this session to discover your way to high-performing ABM strategies as they discuss:

  • The most popular channels for ABM projects, as well as what marketing directors can do to enhance their influence;
  • How teams are organised to maximise collaboration around ABM, as well as which responsibilities are crucial to ABM success;
  • The technological capabilities required to maximise data and operational complexities.
The talk will be part of MRP's "Summer of ABM" event series, which aims to equip enterprise marketers with the tools they need to thrive and win in the face of unprecedented complexity. The Summer of ABM will continue through August, with events, original research, and material aimed at preparing enterprise marketers for record-breaking ABM success in the second half of 2021 and into 2022.

“As the economy rebounds from a year of upheaval, marketers making ABM investments want to see a quick return on investment; they can't afford to wait years for benefits from their ABM investment,” said Jennifer Golden, Director of Corporate Marketing, MRP. “This new research shows the strategies and technologies that differentiate ABM leaders from the pack, and the findings will help firms cut months – if not years – off the time it generally takes for ABM to produce a major impact on revenue. All of this is part of MRP's mission to assist marketers in succeeding in the face of increasing market complexity.”

About MRP:
The only enterprise-class predictive ABM platform is MRP Prelytix. MRP Prelytix is the only ABM platform that enables sales and marketing teams to simplify their environment's complexity and produce measurable and high-performance conversion, pipeline velocity, and closed revenue for organisations that serve multiple partners, lines of business, geographies, or industries. We fuel 1,000 ABM programmes across six continents with the industry's only real-time predictive analytics and data management, allowing them to coordinate, execute, and optimise their ABM programmes through eight channels produced in 20 languages. Prelytix, powered by KX, is the world's fastest streaming analytics database.

About KX:
KX, a global pioneer in real-time streaming analytics, is a subsidiary of First Derivatives plc, a global technology supplier with more than 20 years of expertise working with some of the world's leading financial, technological, automotive, manufacturing, and energy companies. KX Streaming Analytics is an industry-leading high-performance, in-memory computing, streaming analytics, and operational intelligence platform based on the kdb+ time-series database. It provides the highest performance and flexibility for high-volume, data-intensive analytics and applications in a variety of industries. It employs over 2,500 people worldwide and operates from 14 offices in Europe, North America, and Asia Pacific.

Spotlight

Your marketing budget and sales staff provide a finite set of parameters around how your business creates revenue. You need a way to get the most out of them while delivering on the brand promise and experience your customers expect. Enter Account-Based Marketing (ABM), the truest way to align your sales organization and marketing operations to drive holistic account interactions that yield higher returns. It’s the next generation of B2B marketing automation. According to Demandbase, “ABM is the process of identifying the companies most likely to buy and then marketing to them. B2B companies understandably want to focus their marketing dollars on accounts with the highest potential to deliver sustainable revenue.


Other News
BUYER INTENT DATA

Bombora Places Second in Neutronian’s Beta NQI™ Transparency Ratings

Bombora, Neutronian | January 04, 2022

Bombora, the leading provider of B2B Intent data solutions, has placed second overall in Neutronian's Beta NQI™ Transparency Ratings. Data stewardship is one of Bombora’s core values, and its flagship Company Surge® product is built on an ecosystem of quality, collaboration and innovation. “Leveraging data across marketing use cases is more important than ever, and as privacy concerns grow, transparency is a key differentiator for our customers,” said Dale Durrett, VP of partnerships, Bombora. “At Bombora, we value being trusted stewards of data, which includes working closely with our partners and industry organizations to ensure that our data is among the most trustworthy across the Martech ecosystem. We focus on privacy compliance and ethically sourced data, which makes our placement on Neutronian’s rankings a testament to our team’s hard work. Accreditations, evaluations, and third-party ratings, similar to what Neutronian has done with its NQI Transparency Ratings, will only grow in importance in the years to come.” Neutronian’s NQI Transparency Ratings are based on the public transparency of data providers who commonly sell audience segments, data feeds or data analytics solutions to marketers. The ratings are generated based on a review of the publicly available data about each data provider across Neutronian's five core categories - Consent & Compliance, Sourcing Transparency, Dataset Characteristics, Methodology & Processing and Performance. These ratings provide marketers with a summary view of potential high or low data quality indicators that may guide their data investment decisions before actually spending to test out the data. “Transparency is the top priority for marketers when researching a data purchase or partnership, because data quality and sourcing can make all the difference in their plans and campaigns,” said Lisa Abousaleh, Chief Customer Officer and co-founder, Neutronian. “Transparency is the top priority for marketers when researching a data purchase or partnership, because data quality and sourcing can make all the difference in their plans and campaigns,” said Lisa Abousaleh, Chief Customer Officer and co-founder, Neutronian. “Our ratings are designed to help marketers better understand their options before making a major decision. In doing so, we hope to build a more trustworthy ecosystem.” 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 Neutronian Neutronian is a SaaS company providing the industry’s most comprehensive independent data certification. Offering a quality and compliance “credit score” of MarTech data, Neutronian brings much-needed clarity and trust to the ecosystem. Their comprehensive definition of data quality includes more than just performance and accuracy – it includes everything that a marketer or brand needs to know about a dataset before using it. Neutronian’s thorough approach to data certification provides marketers and brands with the transparency they need to make data-driven marketing decisions. High-quality, privacy-compliant data providers can be rewarded for their efforts via faster sales cycles and increased trust from customers by acquiring a Neutronian certification. For more information, please visit neutronian.com.

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CORE ABM

Ronn Torossian, 5WPR CEO Predicts B2B Marketing Trends in 2022

5W Public Relations | January 11, 2022

Ronn Torossian, CEO of 5WPR predicts leading 2022 B2B trends. Torossian says it's safe to assume that most of the marketing approaches that B2B companies adopted throughout the pandemic are going to continue to influence campaign measurements. While those companies must adjust for any changing circumstances and adapt their strategies, things aren't going to go back to the way they were before the pandemic. Tech Stacks One of the biggest marketing transformations in the last decade for B2B businesses has been the increase in marketing technologies. In the last decade, there have emerged over 8,000 different marketing tech solutions available to B2B companies. Although plenty of businesses had to cut their marketing budgets at the start of the pandemic to adjust to economic uncertainty, that shifted in 2021 with more companies investing in marketing tech. It's likely that this trend is going to continue, but B2B businesses will also be looking for ways to simplify their marketing tech stacks. That way, they'll be able to cut down their tech solutions to more manageable levels. Some of the biggest trends in B2B tech are going to be digital outreach for lead generation, measurement solutions that will allow businesses to compare campaign performances, and smaller, in-person events. More Insights When the pandemic made in-person events impractical, B2B companies turned to digital outreach and ways to measure digital engagement, such as downloads, form completions, and clicks. However, in the coming year, companies will want to go beyond simple engagement data to truly figure out the way that downloads, form completions or clicks, influence sales. More specifically, businesses will look for ways to understand precisely how those engagements are reflected in the buying journey of consumers, as well as in their revenue. That's why in the next year, companies will be looking for more clarity and at different tools that can provide the aforementioned information. By using more insights, companies will have a better opportunity at figuring out which channels and programs are driving revenue, which at the end of the day, matters the most. Account-Based Marketing Overall, marketing campaigns are all about personalization. However, companies in the B2B industry have a big challenge when it comes to creating highly targeted content and messaging. That's mainly because the buying journey is typically a lot longer, and the outreach is more complex. A few years ago, B2B companies used account-based marketing to provide more personalization in their campaigns, and to ensure that the right consumers received the right messages. However, the strategy was only useful for well-defined, small audiences, and wasn't intended for big campaigns. Fortunately, these days, companies have the technology to increase the scale of account-based marketing efforts by using different data points that can personalize their campaigns. That's why in the coming months, those types of strategies are going to evolve while more businesses take advantage of their capabilities and provide more targeted campaigns. Ronn Torossian is one of America's most well-respected public relations experts.

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ACCOUNT-BASED DATA

ON24 Introduces ON24 Forums for Engaging, High-Touch Moderated Discussions

ON24 | April 18, 2022

ON24 (NYSE: ONTF) today introduced ON24 Forums, a new live engagement experience for sales and marketing to drive high-touch, interactive moderated discussions that deepen audience participation. ON24 Forums allows organizations to bring together their high-valued attendees for face-to-face, two-way video group networking and conversations. With the addition of ON24 Forums as part of the ON24 Platform, customers have another way to create and scale fully branded, customized digital experiences that capture rich first-person insights. “We continue to accelerate our pace of innovation so customers can deliver a variety of unique digital experiences that meet their buyers’ evolving expectations for how they want to engage,” said Sharat Sharan, founder and CEO at ON24. “We continue to accelerate our pace of innovation so customers can deliver a variety of unique digital experiences that meet their buyers’ evolving expectations for how they want to engage,” said Sharat Sharan, founder and CEO at ON24. “ON24 Forums builds upon our vision to be a one-stop sales and marketing platform for digital engagement, providing a new way to moderate meaningful, interactive discussions and drive immediate action with audiences.” Virtual events can often feel like one-off online meetings that limit audience engagement, produce chaotic conversations, and generate little to no data for sales teams. ON24 Forums enables B2B organizations to move beyond simple online meetings with interactive roundtables and trainings that deliver professional presentations, keep audiences engaged, and provide detailed first-person data and analytics on attendee interactions for sales follow-up. With ON24 Forums, customers can expand the type of ON24 digital experiences they produce and deliver a consistent, branded, and professional look and feel, including: Executive engagement – host executive briefing centers and roundtables to showcase product offerings and provide hands-on demonstrations Focus groups – bring together user groups and customer advisory boards to get instant feedback and guide market research Expert-led trainings – easily deliver curriculum and moderate group discussions to increase the reach and effectiveness of certification programs Open enrollment – educate employees about benefits and services, improving internal awareness and driving immediate sign-ups Like all ON24 solutions, ON24 Forums allows sales and marketing to unlock deep first-person insights. Immerse attendees in interactive discussions and use more than 25 engagement and conversion tools to drive participation and keep their attention. Easily find “hand-raisers” in the audience to encourage sign-ups directly within the event. With ON24, get a unified view of audience behavior, interests, and actions across every experience and integrate data with other business systems. ON24 Forums is part of the ON24 Platform, which also includes ON24 Webcast Elite, ON24 Go Live, ON24 Virtual Conference, ON24 Breakouts, ON24 Engagement Hub, ON24 Target, ON24 Intelligence, and ON24 Connect. Companies can deliver digital experiences that create deep engagement, capture first-person data, and provide AI-driven personalization, as well as seamlessly integrate audience insights with marketing automation, CRM, and collaboration systems. ON24 Forums is available now. Join us at the upcoming The ON24 Experience, May 11, 2022, to learn more about ON24 Forums and how to give high-value audiences a high-touch experience. Register and view the agenda at ON24.com/events/ON24X. About ON24 ON24 is a leading sales and marketing platform for digital engagement, delivering insights to drive ​revenue growth. ON24 serves more than 2,100 customers worldwide, including 3 of the 5 largest global technology companies, 4 of the 5 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers. Through interactive webinars, virtual events, and personalized content experiences, ON24 provides a system of engagement powered by AI for businesses to scale engagement, conversions, and pipeline to drive revenue growth. The ON24 Platform supports millions of professionals a month who are totaling billions of engagement minutes per year. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM ACCOUNTS

MRP Unveils “The Enterprise Marketers’ Guide to ABM” at #B2BMX

MRP | March 01, 2022

MRP, the only enterprise-class account-based sales and marketing platform, today released “The Enterprise Marketers’ Guide to ABM” at the 2022 B2B Marketing Exchange (B2BMX) conference. The culmination of a year-long proprietary research project fielded by independent research firm Demand Metric, the Guide shares findings from over 1,200 study participants across 5 continents about the environment, people, processes, and technology that are crucial to enterprise ABM success. The Guide is designed to be easily actionable for enterprise marketers with essential insights and data-driven strategies for executing ABM in complex operating environments. It also debuts an interactive RFP-building tool aligned to the unique requirements of Enterprise-class organizations to ensure vendor selection serves key needs and capabilities. “Enterprise ABM isn’t just bigger, it’s more complex across multiple dimensions,” said Jennifer Golden, MRP’s Director of Corporate Marketing. “This report leverages a year’s worth of proprietary research into the unique characteristics of companies successfully executing ABM at scale across the globe and gives B2B marketers an actionable plan for evaluating and prioritizing their strategies, technology and operations.” “The Enterprise Marketers’ Guide to ABM” concludes a series of proprietary, multi-part research reports that delve into the unique principles and best practices of enterprise ABM today. In addition to the new report, the fall 2021 publication “The State of ABM Maturity” identified the distinct characteristics of top enterprise ABM organizations. Earlier research findings examined the impact of COVID-19 on B2B marketing for the enterprise. “The digital transformation had already begun well before the global pandemic, but it hasn’t been kind to all enterprise marketers. In many cases, it has only exacerbated the unique challenges they face,” said John Follett, Co-Founder and Chief Customer Success Officer for Demand Metric. “The digital transformation had already begun well before the global pandemic, but it hasn’t been kind to all enterprise marketers. In many cases, it has only exacerbated the unique challenges they face,” said John Follett, Co-Founder and Chief Customer Success Officer for Demand Metric. “MRP is the leader in ABM technology and strategy for the enterprise, and together we worked on this comprehensive research to help marketers make better data-driven decisions and tackle the new complexities they’re facing head-on.” To learn more about the research project, preview the next-generation MRP Prelytix™ platform, and receive one-to-one guidance on executing best practices within your organization, visit B2BMX title sponsor MRP in-person at booth #404 or navigate to MRP’s digital booth in the virtual conference space (available to conference attendees), or schedule a demo today. About MRP MRP Prelytix is the only enterprise-class predictive account-based sales and marketing platform. For organizations that serve multiple partners, lines of business, geographies, or industries, MRP Prelytix empowers sales and marketing teams to simplify their environment’s complexity and produce measurable and high-performance conversion, pipeline velocity, and closed revenue. Applying the industry’s only real-time predictive analytics and data management, we fuel over 1,000 ABM engines across six continents to coordinate, execute, and optimize their ABM programs using eight channels, produced in 20 languages. Powered by KX, Prelytix sits on top of the fastest streaming analytics database in the world. For more information visit: www.mrpfd.com.

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Spotlight

Your marketing budget and sales staff provide a finite set of parameters around how your business creates revenue. You need a way to get the most out of them while delivering on the brand promise and experience your customers expect. Enter Account-Based Marketing (ABM), the truest way to align your sales organization and marketing operations to drive holistic account interactions that yield higher returns. It’s the next generation of B2B marketing automation. According to Demandbase, “ABM is the process of identifying the companies most likely to buy and then marketing to them. B2B companies understandably want to focus their marketing dollars on accounts with the highest potential to deliver sustainable revenue.

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