ABM ACCOUNTS

Premise Acquires Native to Strengthen Its Position in the Market Research Industry

Premise | November 24, 2021

Premise, the platform that democratizes how actionable data is sourced and used, acquired Native, a pioneer in market research, on November 12th, 2021. Like Premise, Native leverages the global gig economy to connect those who have questions that locals can provide answers to by capturing the data they need.

"The market for a signal that cuts through the noise is significant," said Drew Drake, VP, Strategic Investments at SAP, a Native investor. "Native has built a marketplace that does just this, by linking the enterprise with a fleet of locals, providing ground truth to enable higher confidence decisions. The merger with Premise represents the opportunity to put this shared vision into the hands of every business and organization that needs it."

With a retail landscape containing millions of highly fragmented, independently owned retailers scattered across each market, legacy market research providers have struggled to provide timely and actionable insight. "With this acquisition, we're going to be able to accelerate the disruption of crowdsourced insights, all on one platform," says Maury Blackman, CEO of Premise.

"With this acquisition, we're going to be able to accelerate the disruption of crowdsourced insights, all on one platform," says Maury Blackman, CEO of Premise.

Founded in 2017, Native's core focus has been on addressing the challenges and importance of a brand's continued presence in the lives of its consumers to the Fast Moving Consumer Goods (FMCG) industry. "What rideshare did for transportation, what food delivery has done for hospitality, is what we are doing for market insights," said Matt McNabb, who served as founder and Chief Executive Officer of Native will become Premise Chief Strategy Officer. Native works with various brands and products such as The Coca-Cola Company, its bottling partners, and Mars Inc. Premise is bringing in Native's full team and then plans to build on Native's existing traction in the industry. Premise also plans to bring expanded access to tasks, or jobs Contributors complete, to Premise's 3.5 million global Contributors.

"Local insight is often neglected when making critical decisions," says Daniel Hanks, General Partner at Lavrock and an early investor at Native, "and quickly tapping into the reality on the ground is an increasingly crucial part of the decision-making for leaders in any industry. We think that it's part of what makes Native so powerful, and with this merger, we expect the combined entity to lead the category by democratizing local insight at scale."

For the past year, Premise's corporate mission has been to become the first name any organization thinks of when they want to use data to their advantage. The Native acquisition brings them one step closer to accomplishing this goal.

On average, a consumer will spend between three to four minutes inside these shops to decide which product to purchase --and the performance of a brand may live or die based on decisions made in those few minutes. Whether a product is in stock when a customer visits, how prominent its visibility before checkout, and the competitiveness of its pricing are just a few critical factors that determine success. With the outbreak of COVID-19, the longstanding trend towards proximity purchasing --visiting stores nearest the consumer --has only accelerated and increased the importance of measuring and improving these factors in store.

McNabb, said of the merger: "Despite billions invested in ways of capturing data by remote control, some things you can't know unless you are there, but being there has always been too slow, too expensive, and too cumbersome to do at scale. In the specific markets it has serviced, Native set out to change that. With this merger, the combined Premise will further define and own this entire category of data: sensing the world from the ground up. We couldn't be more excited to create that reality together."

About Premise
"Premise is a crowdsourced insights company. Our technology mobilizes communities of global smartphone users to source actionable data in real-time, cost-effectively, and with the visibility you need. In more than 125 countries and 37 languages, we find Data for Every Decision™. To know more, visit www.premise.com"

Spotlight

In every B2B industry segment, companies have noticed dramatic shifts in customers’ expectations for the buying experience. The roots of this change can be traced back to the debut of Amazon.com in 1995, which triggered a revolution in the way consumers evaluate and shop for products. As consumers grew more comfortable making online purchases, pure-play e-commerce vendors gained market traction. To stay competitive, traditional retailers embraced online channels as a way to maintain existing customer bases and expand their reach.


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ACCOUNT BASED DATA

Greg Wolfe, former Marketo COO, joins Lift AI Advisory Board

Lift AI | June 21, 2022

Lift AI, the leading anonymous buyer intent data solution, today welcomed Greg Wolfe, former Chief Operating Officer at industry leader Marketo, to the company's Board of Advisors. As a seasoned technology executive and board member with more than three decades of experience in the software and technology industries, Mr. Wolfe has broad experience in strategy, operations, and marketing. He played an instrumental role in the rapid ascension of Marketo to its industry-leading position in the marketing technology space and was pivotal in its $4.75B acquisition by Adobe in 2018. Prior to his role at Marketo, Mr. Wolfe served as the Executive Vice President of Operations of Business Objects SA for several years until its sale to SAP. In his time at Business Objects, he helped lead the organization through hyper growth, creating the #1 business intelligence provider in the world with over $1 billion in revenues, millions of licensed users, and over 5,000 employees. He previously served as Vice President of Americas Sales at Crystal Decisions, where he was one of the primary architects of its global success, as well as held leadership roles at Xerox. Mr. Wolfe is an active private company board member and holds a bachelor of business administration degree from the University of Regina. “Today’s marketing and sales teams are increasingly struggling to produce greater quality and higher quantity of leads yet face conflict in being motivated by a slightly different but highly dependent target,” said Greg Wolfe. “Today’s marketing and sales teams are increasingly struggling to produce greater quality and higher quantity of leads yet face conflict in being motivated by a slightly different but highly dependent target,” said Greg Wolfe. “Lift AI is the only buyer intent intelligence solution that uses a proprietary machine-learning model to calculate real-time buyer intent with over 85% accuracy while removing human bias and eliminating that fight over lead quality between marketing & sales.” Mr. Wolfe will serve on the Advisory Board alongside other experienced business leaders including Steve Johnson (President & COO at Berkshire Grey, former Chief Revenue Officer at Hootsuite), David McFarlane (Operating Partner at Companyon Ventures, former COO at Help Scout), and Eric Patel (Chair at Cymax Group Technologies, former CFO at Crystal Decisions). “We are incredibly excited to have a proven leader like Greg Wolfe join our Advisory Board,” said Don Simpson, CEO at Lift AI. “He joins our highly experienced team of advisors to help propel our company growth and market adoption of our industry leading machine-based learning and advanced AI solutions that turn anonymous web visitors into revenue.” About Lift AI Lift AI identifies the buying intent of anonymous website visitors in real-time, enabling websites to trigger the most effective conversational marketing conversion tactics before the visitor leaves the site. The Lift AI proprietary machine-learning model is based on 15 years of experience and over 14 million live chat sales engagements and over one billion captured web journeys and real-time behavioral analytics, working out-of-the-box to deliver results for companies with a 2-10x increase in chat conversions in just 90 days. To learn more, visit http://www.lift-ai.com

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ACCOUNT BASED EXECUTION

AdDaptive Named a Contender among the top B2B Advertising Solutions

AdDaptive | August 08, 2022

AdDaptive Intelligence, the leading provider of account-based advertising and analytics, has been named a Contender in The Forrester Wave™: B2B Advertising Solutions Q3 2022 report. The evaluation analyzed the 14 most significant B2B advertising solutions across 28 criteria spanning current offering, strategy, and market presence. AdDaptive earned its highest scores in the criteria of product vision, market approach, innovation roadmap, and cross-channel capabilities. AdDaptive also received the highest scores possible in the business publications and creative development criteria, and among the second highest scores in the commercial model criterion. "AdDaptive is a good fit for B2B organizations with in-house media teams and media agencies with B2B clients," Forrester stated in the report. According to the evaluation, "AdDaptive knows how complex and sophisticated B2B advertising can get…" AdDaptive's leadership team believes this solidifies the company's position as an experienced, consultative partner to B2B agencies. "We're thrilled to be recognized among the 14 top B2B advertising solutions in the industry," said Kevin O'Malley, Co-Founder at AdDaptive. "We're thrilled to be recognized among the 14 top B2B advertising solutions in the industry," said Kevin O'Malley, Co-Founder at AdDaptive. "We take pride in our ability to adapt with the market while staying true to our mission of connecting brands to their B2B audiences at scale with superior accuracy. Having our key capabilities evaluated is validating and we believe it supports our focuses on transparent analytics, diversified data sources, and a full-funnel marketing approach." And B2B marketers agree: The evaluation stated that "the AdDaptive team received high marks from reference customers…." "Over the last decade, our platform and strategy have evolved to meet the ever-changing needs of our customers," added Patrick Shea, Co-Founder at AdDaptive. "We've boosted our analytics offering, expanded our cross-channel capabilities, and enhanced our inventory sources and media activation methods based on an alignment of our audience's needs and our mission. We're excited for the next phase of B2B advertising, as we build our data portability offering and advise clients on the best way to use our comprehensive analytics to generate positive business results." AdDaptive is proud to be recognized as a "profitable, self-funded B2B advertising solution…" Per the report, "AdDaptive users can create and manage simple B2B audiences from first-party data and a selection of firmographic attributes and predefined lists." O'Malley and Shea believe this supports AdDaptive's stance as a leading cookieless ABM solution with a variety of B2B audience building and targeting options. Customers can then report back at the company level and use analytics insights to improve subsequent campaigns and increase ROAS. Forrester also noted that "AdDaptive's users can already target more than 40 million large and small businesses, and its agency customers deploy advertising campaigns for 33% of Fortune 100 companies and 144 B2B subindustries each quarter." AdDaptive is excited to continue exceeding expectations for B2B agencies and advertisers. Access the Q3 2022 Forrester Wave™: B2B Advertising Solutions report here. For more information about AdDaptive's account-based advertising and analytics platform, visit addaptive.com. About AdDaptive AdDaptive Intelligence is the leading provider of Account-Based Advertising and Analytics. Deploying display, native, video, CTV, and audio campaigns for B2B audiences, AdDaptive's proprietary technology bridges offline and online data, optimizes ad campaigns, and provides transparent B2B analytics to help clients reach the accounts that matter most. The result is the industry's most accurate and strategic B2B ABM solution. For more information, visit https://www.addaptive.com/blog/ or follow AdDaptive on LinkedIn, Twitter, or Facebook.

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CORE ABM

MRP Positioned as Leader in the 2022 SPARK Matrix™ for Account-Based Marketing (ABM) Platform by Quadrant Knowledge Solutions

MRP, Quadrant Knowledge Solutions | May 27, 2022

Quadrant Knowledge Solutions announced today that it has named MRP Prelytix™, the only enterprise class account-based sales and marketing solution, a 2022 technology leader in the global SPARK MatrixTM analysis of the Account-Based Marketing Platform market, 2022. The report recognizes the MRP Prelytix platform for both technology excellence and customer impact, noting that the platform [uniquely] simplifies the complexity of sophisticated and mature ABM programs globally for enterprise B2B sales and marketing organizations. According to Megha Rungta, Analyst, Quadrant Knowledge Solutions, "MRP Prelytix™ is equipped with robust capabilities that facilitate omnichannel orchestration across all relevant channels. The company continues to deliver value to its customers through its key technology differentiators, including global enterprise specialization and multitenancy, role-based collaboration, sophisticated account-based data management, real-time analysis, AI-driven omnichannel orchestration, advanced insights and next-gen intent, and advanced recognition and targeting." Megha added: "With its ability to cater to diverse enterprise use cases, robust product strategy and roadmap, and strong industry expertise, MRP has received a strong rating across the parameters of technology excellence and customer impact and has been positioned amongst the leaders in the SPARK Matrix: Account-Based Marketing Platform, 2022." The established leader in enterprise ABM, MRP serves large multinational organizations in 6 continents and 20+ languages, including 19 of the top 20 technology companies in the world. MRP is an innovator on the cutting-edge of ABM and has been recognized as ABM Technology Leader by Quadrant Knowledge Solutions second time in a row. Mark Ogne, CMO of MRP, "In a rush to accelerate the delivery of 'account-based experiences' (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve." As stated by Mark Ogne, CMO of MRP, "In a rush to accelerate the delivery of 'account-based experiences' (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve. With this report, we believe Quadrant Knowledge Solutions has recognized that MRP Prelytix's technical excellence surpasses today's iteration of the ABX platform, and has the capabilities required to provide truly personalized experiences across multiple channels, buying centers, geographies, and lines of business. About the Quadrant Knowledge Solutions' SPARK Matrix™ The Quadrant Knowledge Solutions' SPARK Matrix™ includes a detailed analysis of the global market dynamics, major trends, vendor landscape, and competitive positioning. The study provides competitive analysis and ranking of the leading technology vendors in the form of its SPARK MatrixTM. The study offers strategic information for users to evaluate different provider capabilities, competitive differentiation, and market position. Download the 2022 Spark Matrix™ Account-Based Marketing Platform report here. 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. About Quadrant Knowledge Solutions Quadrant Knowledge Solutions is a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business and Growth advisory services. At Quadrant Knowledge Solutions, our vision is to become an integral part of our client's business as a strategic knowledge partner. Our research and consulting deliverables are designed to provide comprehensive information and strategic insights for helping clients formulate growth strategies to survive and thrive in ever-changing business environments.

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ACCOUNT BASED ANALYTICS

ZoomInfo Earns TrustRadius Top Rated Award for Sales Intelligence Software for Fifth Consecutive Year

ZoomInfo | May 24, 2022

ZoomInfo a global leader in go-to-market intelligence solutions announced that it has been recognized by TrustRadius with the 2022 Top Rated Award for Sales Intelligence Software, Market Intelligence Software, and Intent Data. More than 1,200 verified TrustRadius users have recognized ZoomInfo as a leader in the Sales Intelligence Software category. “Our customers continue to trust ZoomInfo because they see firsthand the positive impact it has on their business, The launch of our modern operating system RevOS this year has enabled us to deepen our relationships with customers and help their business grow quickly.” ZoomInfo President and Chief Operating Officer Chris Hays Verified users shared how much value they receive from using ZoomInfo: “ZoomInfo is a must for my office, I use it daily! It allows me to source and cross-reference our existing contact list of companies and their staff along with organizations to whom we are seeking to connect. It streamlines the research process and saves me time in my hectic day!” – Stephen McDermott, Executive Sales Director at Global Heroes “ZoomInfo is absolutely amazing! I have used a lot of lead generation search engines and ZoomInfo is far above the rest. They are very user-friendly, have tons of access to correct information, and are a great company to work with. Everyone at ZoomInfo is very knowledgeable and friendly. I am a huge fan of ZoomInfo!” – Nelson Colon, Training Sales Manager at BICSI In addition, ZoomInfo’s leading conversation intelligence solution, Chorus, has earned four Top Rated Awards for Sales Enablement, Sales Coaching, Call Recording, and Conversation Intelligence. ZoomInfo Chat has also earned the Top Rated Award for Intelligent Virtual Assistant. Since 2016, the TrustRadius Top Rated Awards have become the industry standard for unbiased recognition of distinguished business-to-business technology products. Based entirely on verified customer feedback, they have never been influenced by analyst opinion or status as a TrustRadius customer. TrustRadius uses a criteria, methodology, and scoring to determine Top Rated winners. About ZoomInfo ZoomInfo is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals. About TrustRadius TrustRadius helps technology buyers make better decisions and helps vendors tell their unique story, improve conversion, engage high-intent buyers, and gain customer insights. Each month over 1 million B2B technology buyers, over 50% from large enterprises, use verified reviews and ratings on TrustRadius.com to make informed purchasing decisions. Headquartered in Austin, TX, TrustRadius was founded by successful entrepreneurs and is backed by Mayfield Fund, LiveOak Venture Partners, and Next Coast Ventures.

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Spotlight

In every B2B industry segment, companies have noticed dramatic shifts in customers’ expectations for the buying experience. The roots of this change can be traced back to the debut of Amazon.com in 1995, which triggered a revolution in the way consumers evaluate and shop for products. As consumers grew more comfortable making online purchases, pure-play e-commerce vendors gained market traction. To stay competitive, traditional retailers embraced online channels as a way to maintain existing customer bases and expand their reach.

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