CORE ABM

New Research Uncovers COVID's Impact on Account-Based Marketing

MRP, KX | May 26, 2021

Before the pandemic, businesses had begun to embrace account-based marketing (ABM) to achieve sales and marketing success in a very dynamic and challenging environment. Today's enterprise marketing professionals must navigate a new and drastically different landscape, building new connections as companies and their products evolve on both ends of the sales cycle.

MRP Prelytix, the only enterprise-class predictive ABM platform, today presented the report of a new survey on the pandemic's influence on ABM and marketing leaders. According to the survey, ABM investment is increasing as businesses respond to significant business problems caused by the pandemic, helping marketers to rapidly pivot to make new connections between targets, channels, and content.

About MRP
The only enterprise-class predictive ABM platform is MRP Prelytix. MRP Prelytix is the first ABM technology that enables sales and marketing teams to reduce their environment's complexity and produce measurable and high-performance conversion, pipeline velocity, and closed revenue for organizations that serve multiple partners, lines of business, geographies, or industries. We power 1,000 ABM programs across six continents with the industry's only real-time predictive analytics and data management, allowing them to coordinate, execute, and optimize their ABM programs over eight channels produced in 20 languages. Prelytix, which is powered by Kx, sits atop the world's fastest streaming analytics database.

About KX
KX, a global leader in real-time streaming analytics, is a subsidiary of First Derivatives plc, a global technology supplier with more than 20 years of experience working with some of the world's leading financial, technological, automotive, industrial, and energy institutions. 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 best performance and flexibility for high-volume, data-intensive analytics, and applications in a variety of industries. The Group employs over 2,500 people and works from 14 offices across Europe, North America, and the Asia Pacific.

Spotlight

Account Based Marketing (ABM) can be broadly defined as business to business (B2B) marketing targeted to specific accounts. The primary contrast is with marketing that aims to generate leads from any account.


Other News
ACCOUNT BASED DATA

DMS Leaders Share Insights on the Future of Data & Consumer Experiences During 2022 Lead Generation World Conference

Digital Media Solutions | January 03, 2022

Digital Media Solutions, Inc. (NYSE: DMS), a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers, announced a premier lineup of seasoned industry leaders to speak at this year’s Lead Generation World conference. Chief Technology Officer (CTO) Jason Rudolph, Chief Marketing Officer (CMO) Kathy Bryan and Director of Social Media Lauren Konopelski of DMS will provide actionable strategies and expert insights during two impactful thought leadership sessions. Combining their decades of experience and deep industry insights, Rudolph, Bryan and Konopelski are uniquely positioned to identify and share current industry trends, provide actionable strategies to win in the new year and inspire marketers to uncover the best ways to harness the power of data and elevate their advertising strategies. As a panelist of the “The Marriage Between Data and Consumer Experience: How The Industry Continues To Evolve In 2022” session, Rudolph will share his direct experience on how companies can successfully use data to improve consumer experiences and increase conversions and sales for their organizations. Rudolph will be speaking alongside fellow seasoned industry leaders, including Matt Tillman of RateMarketplace, Zora Senat of Infutor, Dee Anna Mcpherson of Invoca and Ross Shanken, former CEO of Jornaya. “The consumer experience cannot be timely and relevant without real-time data,” commented Rudolph “The consumer experience cannot be timely and relevant without real-time data,” commented Rudolph. “Advertising interactions in 2022 and beyond will be shaped by re-activation, re-engagement and retention through the deployment of data signals. The more brands and advertisers know about the best practices of using real-time data strategies across media channels, the more money-making opportunities they can create and sustain.” As CTO for DMS, Rudolph leads the development of the Company’s industry-leading proprietary, end-to-end advertising technology. He is responsible for continuously advancing DMS tech capabilities to meet the targeting, tracking and optimization needs of the Company, its advertiser clients and publisher partners. During the “Mastering The Pace Of Change: Tomorrow's Digital Media Environment Won't Be The Same As Today's” session, Bryan and Konopelski, alongside fellow industry leaders Amanda Farris of Phonexa and Tracy Laney of Active Prospect, will predict future best practices of performance advertising. From the power of AI to leveraging data to target key audiences on social media, attendees will hear expert thoughts on emerging best practices for 2022 and beyond. “Digital advertising changes as often as digital media evolves – which means it’s always changing,” noted Bryan. “To foster a forward-thinking mindset, performance marketing professionals must keep up with the rapidly changing digital media landscape and invest in the strategies that will continue to deliver results.” Bryan is an expert at identifying innovative and engaging marketing strategies that engage audiences and get them to take action, leveraging her strong B2C and B2B expertise, including multi-channel marketing campaign management, brand management, demand generation, content marketing and marketing research. As CMO for DMS, Bryan leads all aspects of corporate marketing and communications for the Company and its brands, successfully reducing marketing expenses while scaling results. In 2020, Bryan co-founded Women of Martech, a professional organization dedicated to increasing the recognition of the power of women in the martech industry. In 2021, Bryan was awarded the second-annual Tim Burke Pioneer Award by the Consumer Consent Council and recognized as an exceptional professional creating significant impact within the performance marketing space. Konopelski has a proven track record of pairing strong creative strategy with data-driven insights to produce consistent and strong ROI. Her diverse skill set allows her to play a key role in driving new product innovation and strategic positioning across all media channels. As Director of Social Media, Konopelski is responsible for creating the overall strategy to produce successful data-driven paid social media campaigns for DMS clients and proprietary sites. Lead Generation World brings together professionals in the performance marketing industry, representing lead buyers, lead sellers and service providers and those that want to improve their lead generation campaigns from creation to close. LGW creates an important forum for industry experts to network, share knowledge, discuss industry trends and learn strategies for growth. About Digital Media Solutions Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers within insurance plus a long list of top consumer verticals. The DMS first-party data asset, proprietary advertising technology, expansive media distribution and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases. Learn more at https://digitalmediasolutions.com.

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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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ACCOUNT MANAGEMENT

Demandbase Included in 2021 Gartner® Market Guide for Revenue Data Solutions

Demandbase | December 16, 2021

Demandbase, the B2B go-to-market leader, today announced it has been identified as a Representative Vendor in the 2021 Gartner Market Guide for Revenue Data Solutions.[1] According to this report “revenue data solutions provide actionable context about customers and prospects, making planning, acceleration and engagement activities more effective.” As per this report, the six key factors that differentiate most vendors are data sources, intent data, predictive analytics, customization, integration and privacy. “We’re really honored to be identified by Gartner in this Market Guide report,” said Jon Miller, chief marketing and product officer at Demandbase. “We believe that the value of revenue data solutions in the B2B world has become abundantly clear, and Demandbase is one of the few vendors that delivers extensive breadth and depth in both data and functionality. We’re constantly working toward expanding all of this even more and continuing to give customers the most premium solution available on the market.” According to this report: One of the strategic planning assumptions is “by 2024, early adoption of RDS will propel progressive B2B organizations to achieve growth at three times that of those who delay.” The adoption of revenue operations will become more common. Intent data and other behavioral components will increase in value. Revenue data solutions (RDS) have progressed considerably in the last few years, moving from commoditized contact/company data enrichment and cleanup into predictive and multi-sourced solutions for actionable customer context across commercial silos. *Gartner, “Market Guide for Revenue Data Solutions,” Tom Cosgrove, Jeffrey Cohen, September 29, 2021. Gartner Disclaimer GARTNER is registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. 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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MeritB2B Relaunches as Anteriad, New Branding Aligns With Company Positioning as a Trailblazer in B2B Marketing

Anteriad | April 04, 2022

MeritB2B today announced the company’s new name, Anteriad, and new brand positioning at their annual PowerB2B Growth Summit. Anteriad, meaning “pointing forward”, accurately represents both the company’s forward-looking approach, and their solutions that help their customers take the lead in a competitive market. The new brand further emphasizes the positive momentum that puts Anteriad and its customers out in front. “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 represents the combination of MeritB2B, recently acquired True Influence, and several earlier strategic acquisitions in the B2B marketing space. As a unified whole, Anteriad is a trailblazer in B2B marketing, with a suite of best-in-class offerings including full funnel demand generation, marketing cloud technology, and market-leading intent, programmatic data and audience solutions, all powered by the industry’s most comprehensive B2B data. The new name was announced today at Anteriad’s PowerB2B Growth Summit in Austin, TX, featuring B2B marketing experts discussing key topics including demand generation in an omnichannel world, optimizing ABM, and host of innovative analytics, modeling and data-driven approaches that the top B2B marketers are using today. The keynote speaker, Andrew Davis, is a marketing and customer experience expert and author. Also on stage are analysts Katie Linford from Forrester and Michael Harrison from Winterberry group. The event will also feature a host of B2B marketing leaders from companies including Kustomer, which was recently acquired by Meta, Infinite Electronics, The Channel Company, and MKTG2.U. Joining the summit are executives from leading B2B marketing teams at companies like SAP, Amazon, and Microsoft. “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. About Anteriad Anteriad is the leading provider of B2B marketing solutions for blue-chip brands including IBM, Microsoft, and Cisco. Marketers choose Anteriad for their intent driven, full-funnel ABM and demand generation platform, world-class data and analytics, and performance marketing capabilities. Anteriad drives meaningful growth for customers by combining the technology and expertise B2B marketers need to win in today’s competitive market. Learn more at www.anteriad.com.

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Spotlight

Account Based Marketing (ABM) can be broadly defined as business to business (B2B) marketing targeted to specific accounts. The primary contrast is with marketing that aims to generate leads from any account.

Resources