CORE ABM

One Door Focuses its Account-Based Marketing Program with Influ2

One Door, Influ2 | September 29, 2021

Influ2, a Person-Based Advertising platform, today announced that it helped the leading provider of cloud-based visual merchandising software, One Door focus its Account-Based Marketing (ABM) program - boosting marketing performance and influence on its revenue pipeline by 70%. This was a result of Influ2’s precise targeting capabilities, which allowed One Door to more accurately reach the buying groups within its target accounts and filter out irrelevant contacts.

“Influ2 is one of the most reliable ways to know that an individual has engaged with you and that’s an important part of why we're using the platform to put our branding front and center with engaged prospects,” said Ken Kuperstein, Director of Marketing at One Door.

“When we get the ‘Influ2 clickers’, there is that kind of excitement of: ‘These are great leads!’ Influ2 helped our sales team understand interest and engagement from their key accounts and the decision makers. It's been really positive having visibility of these results.”

Additionally, Influ2’s dashboard gave One Door insight into what ads key decision makers engage with. This helped the One Door sales team put their efforts toward engaged accounts. Influ2's insights also enabled One Door to develop ad creative and content that is more relevant and appealing to a target’s defined roles within the buying group.

“Working with CommCreative, One Door was one of the early adopters of Influ2. They were experiencing the exact challenge that Influ2 tries to solve - where the wrong buyers are targeted with repetitive, irrelevant ads,” said CEO & Co-founder of Influ2, Dmitri Lisitski.


“Working with CommCreative, One Door was one of the early adopters of Influ2. They were experiencing the exact challenge that Influ2 tries to solve - where the wrong buyers are targeted with repetitive, irrelevant ads,” said CEO & Co-founder of Influ2, Dmitri Lisitski. “This occurs too often in digital advertising, and so many people are turned off by it, and companies end up pouring a lot of money into campaigns that don’t drive results.

“Having worked in the industry for over 20 years, I knew that a better approach was possible and that’s why I launched Influ2. And, One Door’s story is proof that marketers can effectively use ABM - all they need is enough insight to reach the right person.”

About One Door, Inc.
One Door, Inc. is the leading provider of cloud-based visual merchandising software. With One Door’s Merchandising Cloud platform, space planners, visual merchandisers and store operations teams work across silos to plan, execute and analyze store merchandising plans in a unified, cloud-based application. The result is higher sales, more store team efficiency, and better customer experiences.

About Influ2
Influ2 is a VC-backed, Person-Based Advertising platform for B2B companies, that addresses the fundamental orchestration dissonance between advertising activities and sales. It helps B2B marketers create meaningful relationships with customers that result in closed deals. With Influ2 each step of the customer journey (from top-of-the-funnel brand awareness and demand generation stages to sales and customer retention efforts) is fortified by personally targeted advertising.

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Agreements touch almost every part of an organization. However, the dispersed nature of contract processes makes it difficult for an organization to generate a comprehensive understanding of value. That complexity means most companies don’t have an accurate understanding of all the ways they can benefit from automating contract


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BUYER INTENT DATA

IDG Communications Acquires LeadSift, a Leading B2B Sales & Marketing Intelligence Platform

LeadSift, IDG Communications | December 24, 2021

IDG Communications, Inc.—the global leader in technology media, data, and marketing services—announces the acquisition of LeadSift, a Canadian-based B2B sales and marketing intelligence platform. The acquisition provides another level of actionable intent data for technology marketers looking to identify the right leads for scaling their revenue. LeadSift uses proprietary artificial intelligence and data mining technologies to extract actionable insights for B2B marketers from millions of data points across the web. Delivered as a daily digest of data, LeadSift’s algorithms uncover relevant leads who demonstrate intent to buy, allowing B2B marketers to craft the appropriate messaging for outreach and sales follow-up resulting in robust new business opportunities. “The buying journey for B2B technology purchases are extremely complex and involve multiple decision-makers,” said Sreejata Chatterjee, Co-founder, LeadSift. “Having a view into those intent signals at the contact level provides a massive competitive advantage and directs your sales team to engage with the right buyers at the right time.” Tapajyoti Das, CEO and Co-founder of LeadSift added, “We are thrilled to join the IDG team and incorporate our intent intelligence into their proprietary data set, to provide the most comprehensible intent data solution to their savvy tech marketing clients.” This is the third acquisition in 18-months that demonstrates IDG’s commitment to create best-in-class data-based marketing solutions that allow B2B marketers to drive desirable audiences and leads into their pipeline. The IDG MarTech stack, built by and for marketers, includes an ABM platform, Triblio, and a marketing data and intelligence solution, KickFire, both of which are already integrated into IDG’s data set and iconic tech editorial branded sites. “Expectations of tech marketers have never been higher as the technology landscape continues to become more competitive. By positioning IDG at the intersection of media and MarTech, we help B2B marketers navigate the customer journey across a dynamic ecosystem by leveraging unmatched data sets,” said Kumaran Ramanathan, President of IDG Communications, Inc. “LeadSift’s technology is further enhancing our unique intent data that drives ROI for our customers. We enthusiastically welcome the technology and the team to the IDG family.” About IDG Communications, Inc. IDG Communications’ vision is to make the world a better place by enabling the right use of technology, because we believe that the right use of technology can be a powerful force for good. IDG is a dependable editorial voice, creating quality content to generate knowledge, engagement and deep relationships with our community of the most influential technology and security decision-makers. Our premium media brands including CIO®, Computerworld®, CSO®, InfoWorld®, Macworld®, Network World®, PCWorld® and Tech Hive® engage a quality audience with essential guidance on the evolving technology landscape. Our trusted brands, global 1st party data intelligence and MarTech platforms (KickFire and Triblio) identify and activate purchasing intent, powering our clients’ success. We simplify complex campaigns that fulfill marketers’ global ambitions seamlessly with consistency that delivers quality results. About LeadSift LeadSift is an intent data platform helping B2B technology companies identify which accounts are in-market and who within that account to speak to. By analyzing and extracting insights from millions of real-time web documents, LeadSift can provide visibility into multiple intent signals that correlate to B2B purchase decisions. LeadSift’s goal is to give Marketers and Sales professionals the most comprehensive and actionable insights they need to scale their revenue. Learn more at https://leadsift.com.

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CORE ABM

Folloze and GetIT Partner on Powerful Personalized ABM Solutions to Enhance B2B Buyer Journeys

Folloze, GetIT | April 11, 2022

Folloze and GetIT today announced an agency partnership that will package the Folloze B2B Buyer Experience Platform with GetIT’s account-based marketing (ABM) solutions for the technology, IT and telecom markets. The partnership solves a common challenge for frontline marketers: Bringing ABM and other vital marketing solutions to market quickly — a process that can often take months. With Folloze, GetIT eliminates the need for time-consuming integration and coding activities to offer its clients a ready-made solution that includes content curation and a personalized content hub. “Personalized content curation and presentation are critical components of all ABM work,” said Anol Bhattacharya, CEO of GetIT, based in Singapore. “Personalized content curation and presentation are critical components of all ABM work,” said Anol Bhattacharya, CEO of GetIT, based in Singapore. “In most cases, the time to go live between account strategy and implementing a personalized content hub can make or break the ABM process. By fusing our buyer enablement content with the Folloze B2B Buyer Experience Platform, we’re redefining the dynamics of the B2B buyer journey.” Optimizing the B2B Martech Stack GetIT plans to roll out the bundled solution to several of its clients in the Asia Pacific market, with Telecom Malaysia being the first to launch this month. Other IT and telecom clients include Google Cloud, AWS, Orange Business Service and Telecom Indonesia, among others. “Most B2B marketers are overwhelmed with the task of building a martech stack without adding complexity. That’s what Folloze does best,” Bhattacharya said. “It’s all about solving a specific set of business problems and improving the buyer experience. And because Folloze is platform agnostic, we can confidently say to our clients that Folloze will fit right into whatever tech stack they’re using.” The Folloze Buyer Experience Platform is fully extensible and built to easily integrate with and complement any martech infrastructure. It is designed to fill any frontline marketing need, from ABM penetration to demand generation, personalized content development and channel optimization. “We can now offer a powerful solution to scale ABM buyer journeys, putting them in exactly the right context and with the right structure behind it,” said Randy Brasche, VP of Marketing for Folloze. “We enable frontline marketers to easily build highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and stronger revenue growth.” Aligning Sales and Marketing Teams The combined solution will be a game-changer for improving sales and marketing alignment. “More than 90 percent of ABM projects fail because there is little or no alignment,” Bhattacharya said. “This partnership creates an effective mechanism to bridge the gap between sales and marketing teams.” Folloze VP Brasche added, “Marketing is increasingly accountable for driving revenue. Together, we’re empowering frontline marketers to provide accurate insights to sales and tighter orchestration of the revenue process.” Folloze Growing Agency Partnerships With this latest partnership, Folloze is putting packaged, personalized buyer experiences into the hands of marketing agencies so they can inspire their clients to do more with account-based marketing. “We envision these agency partnerships as a promising channel for us to influence a new era of high-touch buyer journeys,” Brasche said. “We’re delighted to bring all of our expertise to bear and work with great agencies like GetIT.” GetIT agrees that Folloze is up to the task. “I was blown away with the enthusiasm the Folloze team has for delivering digitally rich B2B buyer journeys,” Bhattacharya said. “They really believe in their product, and that belief is contagious. As a partner, their team has been super responsive, helping us train our people and close deals fast.” To learn more about GetIT ABM solutions or the Folloze B2B Buyer Engagement Platform, go to: https://getit.marketing/account-based-marketing/ About Folloze Folloze provides the leading B2B Buyer Experience Platform. Folloze empowers sales and marketing teams to quickly create rich, personalized, and value-added experiences that maximize the revenue impact across the entire customer journey — with no coding required. 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 GetIT GetIT provides B2B technology, telecom, and IT marketers in JAPAC with the strategies, blueprints, services, martech, products and programs to create end-to-end marketing success. GetIT exists to help marketing teams cut through complexity, and drive initiatives that generate real value. With GetIT, marketers will be able to drive powerful, optimized, and efficient campaigns; boost sales and marketing ROI; strengthen channels; and enhance the productivity of internal teams.

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ACCOUNT BASED ADVERTISING

Demandbase Teams Up at the World Wide Web Consortium (W3C) to Help Shape the Future of Privacy and Advertising

Demandbase | March 16, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announces it has joined the World Wide Web Consortium (W3C), the international community that works to lead the web to its fullest potential. As the only Account-Based Experience (ABX) member, Demandbase will be part of the working group and standards organization, Demandbase will take part in helping to define the protocols and guidelines that ensure the long-term growth of the web. Even more specifically, the company will lend its extensive insights into the rapidly evolving fields of digital advertising, buyer privacy, buyer data, and more. "We're proud to be part of W3C, which is widely respected as a community leader of ideas and practices in the digital space," says Juan Alvarado, the vice president of the Advertising Cloud at Demandbase. "Together, alongside other members and the W3C full-time staff, we'll work to shape the future of online advertising and privacy. We have a strong point of view about these issues at Demandbase, formed through experience and robust data, and are looking forward to drawing on both as we help to further W3C's important mission." In recent years, digital advertising has been upended by changes made to protect privacy, which have impacted advertisers' abilities to target buyers. With its Advertising Cloud product and more than 550 advertisers using its B2B Go-To-Market platform, Demandbase is well-versed in the nuances of successful online advertising for accounts. The company's goal is to help determine viable solutions for the future that respect buyer privacy as well as give advertisers the tools they need to reach interested buyers. 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. For more information about Demandbase, visit www.demandbase.com.

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ABM ACCOUNTS

Demandbase Accelerates Growth Around the Globe

Demandbase | February 18, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today reports record international growth. With locations in the U.S., United Kingdom, and India, the company is expanding its hiring to support substantial growth in customer acquisition and revenue outside the U.S. Regions that are seeing especially heightened growth include the UK, Nordics, Germany, India, and Japan, with many others in hot pursuit. In the last 12 months, Demandbase's UK office brought in more than 35 new mid-market and enterprise customers and has plans to make imminent strategic hires across sales, account management, and customer success. "We already have an established presence in the UK and are growing fast and furious in new regions all the time," says Paul Gibson, vice president, international at Demandbase. "We already have an established presence in the UK and are growing fast and furious in new regions all the time," says Paul Gibson, vice president, international at Demandbase. "Our growth is driven by the fact that B2B sales and marketing teams are realizing they need a clear way to remove the guesswork from their go-to-market strategies. Demandbase provides that in spades, helping organizations prioritize accounts that are primed for sales and avoid wasting budget on those that aren't. Our market-leading technology just keeps getting better, giving our customers the top go-to-market suite available to power their success." Despite other providers attempting to offer similar functionality, Demandbase continues proving to be head and shoulders above the rest. In early January, Demandbase was named a Leader in the inaugural 2022 Gartner® Magic Quadrant for Account-Based Marketing Platforms. Demandbase is the only vendor to receive the highest scores for all three Use Cases in the 2022 Gartner® Critical Capabilities for Account-Based Marketing Platforms. 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. For more information about Demandbase, visit www.demandbase.com.

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Spotlight

Agreements touch almost every part of an organization. However, the dispersed nature of contract processes makes it difficult for an organization to generate a comprehensive understanding of value. That complexity means most companies don’t have an accurate understanding of all the ways they can benefit from automating contract

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