BUYER INTENT DATA

NetLine's 2022 Content Consumption Report Reveals Unequaled New Buyer-Level Intent Findings

NetLine Corporation | March 31, 2022

Today, NetLine published its 2022 State of B2B Content Consumption and Demand Report for Marketers — a full-scale look into the platform's first-party content consumption and demand data from the previous 12 months. The company's annual report explores key insights from the content consumption behaviors of millions of B2B buyers, providing a data-backed foundation through which Marketers can guide their centric content demand generation marketing programs.

NetLine's 2022 report also includes a brand-new section featuring buyer-level intent data. This portion breaks down insights captured via 72,000+ first-party buyer-level intent observations from a variety of industries in a multitude of categories, which allowed the company to share unrivaled observations of the true intentions of in-market buyers.

In total, NetLine's platform recorded 4.6 million first-party and buyer-level registrations, a nine percent lift from the prior year. Additionally, NetLine reported a 19% acceleration in additional content registrations and a 3.6-hour increase in overall time to consume content. These figures lead the company to focus on specific trends, regarding buyers' ever-growing need for more content, the significance of sophisticated simplicity, and growing importance of an effective nurture program. The company believes highlighting these trends will enable B2B Marketers to better prepare to meet the needs of their buyers by reaching beyond company-level signals to rely to buyer-level outcomes.

Additionally, the company's research revealed a sharp rise in interest in Lifestyle and Career focused content; specifically, regarding where they work, how to best protect their mental health, and how to navigate a new way of working. This behavior, which was previously quite rare within B2B audiences, highlights the tectonic shift in how businesses and professionals function.

NetLine's research unearthed dozens of incredible insights into the behaviors of B2B buyers. Here are a few key highlights from this volume:
  • 15.2% of B2B professionals expect to invest within the next six months.
  • Professionals registering for webinars are 29% more likely to make a purchase decision within six months.
  • Consumption within the Information Technology industry — the largest audience across NetLine's platform — increased 7.1%.
  • Consumption across the C-Level rose 15.8%.
  • Even though eBooks were the most in-demand format for users, representing 43.3% of all registrations, B2B Marketers promoted 20% more White Papers than eBooks.

NetLine CEO Robert Alvin shared his thoughts on NetLine's 2022 report, specifically calling attention to the buyer-level intent findings. "The ability to answer the question of 'Who' your buyers truly are has eluded Sales and Marketing departments for decades," Alvin said. "With the revelations our Buyer-Level Intent capabilities deliver, we not only have visibility into 'Who' will be making a purchase decision, but also 'When.' Combined with our established consumption data, our 2022 B2B Content Consumption Report discloses precisely when buyers expect to make a purchase and highlights which signals you must be paying attention to to take advantage of these unparalleled observations."

"The ability to answer the question of 'Who' your buyers truly are has eluded Sales and Marketing departments for decades," Alvin said.

The company said that thanks to its first-party data obtained from B2B professionals actively consuming content across every stage of the buyer's journey, it's 2022 Content Consumption Report provides concrete behavioral insights and removes the guesswork for Marketers to make real-world decisions.

About NetLine Corporation
NetLine Corporation empowers B2B Marketers with the reach, technology, and expertise required to drive scalable lead generation results and accelerate the sales funnel. Operating the largest B2B content syndication lead generation network, NetLine reaches 125 million unique visitors and processes more than 700,000 leads monthly across 300 industry sectors. NetLine's AudienceTarget™ technology drives prospect discovery, quality customer lead acquisition, and buyer engagement from real prospect intent as professionals consume content directly across the network. Superior quality, on-demand access, and advanced campaign reports enable all clients to achieve lead generation success. Founded in 1994, NetLine is a part of Informa Tech, a FTSE100 leading provider of market insight and market access to the global technology industry. Successful B2B Marketers Start with NetLine. Visit www.netline.com.

Spotlight

A few weeks back, we hosted our first ever Account-Based Marketing Meetup at Drift. Our goal was to bring together some of Boston's top marketing minds so we could talk about ABM best practices, and share examples of ABM campaigns that were driving results.


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ACCOUNT BASED ADVERTISING

Introducing the Inaugural Class of Demandbase Champions

Demandbase | August 10, 2022

Demandbase, the Smarter GTM™ company for B2B brands, announced today the first-ever class of Demandbase Champions. These 12 Champions are best-in-class customers who stand out by being expert Demandbase One users and thought leaders in Smarter Go-To-Market™ and Account Based Marketing / Experience (ABM/X). Demandbase Champions embody marketers who are successfully implementing smarter account-based strategies using Demandbase. In addition, this group is at the top of account-based marketing / account-based experience thought leadership in their respective industries, said Jon Miller, chief marketing officer at Demandbase. These individuals showcase all that can be achieved when applying Smarter GTM™ to its fullest. We celebrate their achievements and are honored to call them Champions. Demandbase Champions not only receive recognition at the annual Demandbase SMART Summit, but will also have early access to products and features, be able to influence product testing and roadmapping, be featured on the Demandbase Champions Showcase page, and receive thought leadership opportunities, including speaking engagement and interviews. The 2022 Demandbase Champions are: Mickaël Bizouati, head of marketing operations, WalkMe Dylan Freier, senior manager, account-based marketing, Matillion Mandy Hanson, director, global account-based marketing, Lacework Bretton Hoekwater, growth marketing and analytics manager, Folloze Jodi Lebow, director, global demand center, Hexagon Kevin Nolan, global head of healthcare marketing, HGS Healthcare Shikha Pakhide, global marketing director, X0PA AI Casey Patterson, manager, account-based marketing, Fivetran Baradhwaj R., director of marketing, MoEngage Inc Serena Walker, head of marketing, Europe, Ensono Scott Wright, manager, marketing operations, Levelset Leza Woods, global account-based marketing manager, Rimini Street "The Account Based Marketing (ABM) playbook is still being written, and Demandbase's Champion's program enables ABM leaders to write that playbook together, "There's no better community to be a part of as we seek to serve sales through marketing. I'm personally excited to learn from folks who are smarter than me on the road toward Smarter GTM™! -Casey Patterson, manager, account-based marketing, Fivetran. Being selected as a Demandbase Champion is an honor, as I have been a Demandbase user and advocate for many years and truly believe they are the ultimate leader in the space, said Mandy Hanson, director, global account-based marketing, Lacework. The Demandbase One platform is an integral part of my ABM toolkit that allows me to not only target at an account level but also target specific contacts within my campaigns I am honored to be chosen as a Demandbase Champion alongside my fellow thought leaders in Account Based Marketing. This achievement is a true testament to the tireless efforts of both Matillion's marketing team and the passion Demandbase has for its customers, while building world-class marketing solutions, said Dylan Freier, senior manager of account-based marketing at Matillion. Being a Champion encourages me to continue to break account-based boundaries, network with other marketers, and stay up-to-date on the latest Demandbase updates. I am extremely proud to be selected as an Demandbase Champion along with my fellow enthusiast marketers. Demandbase is the "founder" of account-based marketing (ABM) and it's only us marketers who have recently joined the bandwagon," said Shikha Pakhide, global marketing director, X0PA AI. When you sit down and start working on the ABM roadmap and you feel all the highs and lows which your sales team goes through, there lies the true grit. The excitement around account-based marketing is truly valid. About Demandbase Demandbase is Smarter GTM™ 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. For more information about Demandbase, visit www.demandbase.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 ADVERTISING

RollWorks Presents the ABM Lounge at INBOUND 2022

RollWorks | August 12, 2022

RollWorks is bringing ABM to INBOUND! Today, the account-based marketing (ABM) platform and division of NextRoll celebrated its powerful partnership with HubSpot and announced its presence at HubSpot INBOUND® 22, September 6-9, 2022, in Boston. RollWorks has 16 inspiring sessions designed to help B2B teams ABMify their inbound strategies, as well as the first ever ABM Lounge. "We're excited to have such a strong presence at INBOUND this year, which reflects our market-leading end-to-end partnership with HubSpot. Our integration drives account-focused organizations' strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact — truly democratizing ABM and illustrating the power of ABM and inbound marketing," said Mike Stocker, VP of Partnerships at RollWorks. RollWorks ABM Lounge (Level 0, East Side of Boston Convention Center): Inspire your marketing programs, optimize your inbound, and accelerate your impact. Stop by 8:30am - 4:00pm ET to check out the sessions and for your chance to win $25K in RollWorks advertising media credits! Custom design a screen-printed t-shirt or tote bag of your choice, pick up one of our limited-edition ABM hoodies, and grab a coffee and snacks. Schedule a meeting with an ABM expert and learn how to get started with ABM and RollWorks or optimize your ABM program. ABM Lounge special events: Happy Hour: On Thursday, September 8th, from 5:30 - 7:00pm ET, come grab a custom Aperol Spritz or your drink of choice. RSVP for happy hour here. Customizable Donuts & Bottomless Espresso: On Friday, September 9th, from 8:00 - 9:00am ET, join us to celebrate our last few hours at INBOUND with customizable donuts and bottomless espresso drinks. RSVP for breakfast here. 2022 RollWorks + HubSpot Continued Product Innovation Throughout 2022, RollWorks has continued to deepen its commitment to adding more utility in its platform for HubSpot users. This summer, the company launched two new ABM tools: Journey Events for HubSpot®: delivers consolidated account-level visibility within the HubSpot interface to enable B2B organizations to understand what activities are working to drive accounts through the stages of the buying journey, and which activities need to be further optimized. Sales Insights for HubSpot: uses data science to provide a 360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create timelier and more efficient sales outreach. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. RollWorks + HubSpot Customer Success In April, the RollWorks ABM HubSpot App achieved a significant milestone for surpassing 500 installs (150% more than the nearest ABM competitor). Global organizations that leverage the combined power of RollWorks and HubSpot include: SnapFulfil: SnapFulfil leveraged RollWorks and HubSpot to launch and maintain a sales-aligned ABM program that generated high-value leads. Within 10 months, the Cloud Warehouse Management System (WMS) saw 27% of new website visits come from RollWorks and 4,000 new top-of-funnel leads with a 6% conversion to MQLs. "The prospects generated from all of our marketing activities get pulled into HubSpot automatically, where we then narrow our target list to sync with RollWorks. That automatic bi-directional syncing alone saves us a lot of time on manual input." - SnapFulfil Goverlan: Within 13 months, Goverlan identified 95% of closed/won deals were influenced by RollWorks and generated revenue 15x the initial investment cost—all with a nimble, two-person marketing team. "Things have changed since we started targeting accounts, as opposed to just contacts. We're generating 40-50 demo requests a week thanks to this happy marriage between our HubSpot inbound and RollWork ABM program." - Goverlan To learn more about how the market-leading combination of RollWorks and HubSpot drives even more value for your ABM programs, schedule a custom demo today. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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ACCOUNT BASED ADVERTISING

Transmission launches Hubbub – the LinkedIn content and creative inspiration hub

transmissionagency | January 18, 2022

The start of a new year is always an exciting time for us at Transmission. And for 2022, we’re delighted to announce the launch of our LinkedIn content and creative inspiration hub – Hubbub! At Transmission, we’re proud to be experts in all things LinkedIn. And as an official LinkedIn Marketing Partner, we can confidently say that our breadth and depth of insight is hard to rival. It’s this knowledge of the LinkedIn platform that has led our clients to multiple successes, and to our own award wins for LinkedIn’s Innovator of the Year 2021, Best Lead Generation Campaign, and their In It Together Award. When we first started as an agency, we set out to bring our media, content, and creative expertise together to deliver truly integrated marketing experiences that push the needle. Experiences that stand out. And we’ve made sure that Hubbub stays true to that goal – allowing us to continue to drive the now and define the next in the world of LinkedIn content and creative. What is Hubbub? Picture a typical piece of B2B content or creative. Chances are you’re thinking of a staged photo with fake smiles, a stock image of a man with a briefcase, or some copy that works amazingly as a sleeping aid. Frankly, it doesn’t, and shouldn’t, have to be that way. At Transmission, we believe that B2B can be so much more than this stereotype. So, we’ve drawn on our experience as a LinkedIn Marketing Partner to craft resources that help you avoid the common pitfalls of B2B content – allowing you to elevate your LinkedIn content and creative at any stage of the marketing process. Plus, as we help LinkedIn create and test their latest and greatest marketing solutions, we've got more than a few handy tips and tricks to help you make the most of their platform’s offering. Simply put, Hubbub is your one-stop shop for LinkedIn inspiration. That’s great... but what’s in it for me? As a central resource for LinkedIn content and creative inspiration, Hubbub is split into three main sections: Brand & content strategy, Creative inspiration, and the LinkedIn publishing toolkit. In each section, you’ll be able to find playbooks, blogs, eBooks, and infographics to help Marketing and Sales audiences succeed on the platform. So whether you’re looking to link your brand to demand, differentiate yourself on LinkedIn, or simply find out campaign planning best practices, Hubbub has you covered! Sound good? Sure, but what comes next? You didn’t think we’d stop there, did you? We’ve got a metric (imperial for those of you in the US) load of content planned for Hubbub in the future! Expect more slickly designed tips, tricks, and tools to help you stand out on LinkedIn. And, as with all good things, we’ll be sharing some dedicated insights from our Transmission experts around the globe to bring a more nuanced, localized perspective to our content.

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Spotlight

A few weeks back, we hosted our first ever Account-Based Marketing Meetup at Drift. Our goal was to bring together some of Boston's top marketing minds so we could talk about ABM best practices, and share examples of ABM campaigns that were driving results.

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