CORE ABM

Recent Report Identifies RollWorks as a Top Vendor among Account-Based Marketing Platforms

RollWorks | April 05, 2022

ABM Platforms
RollWorks, a division of NextRoll, today announced continued momentum as the account-based marketing (ABM) platform high-growth companies rely on to accelerate revenue.

RollWorks has been identified as a Strong Performer in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022, published in March by Forrester. The report states that "RollWorks has aligned with other high-quality, less expensive marketing technologies to distinguish itself as a feature-rich solution for organizations not willing to pay a premium for ABM capabilities." We believe the report recognizes RollWorks' incredible momentum over the past year, stating that, "RollWorks has been a fast follower of established ABM platforms, most recently expanding its account scoring and prioritization capabilities. These enhancements have allowed the company to begin moving upmarket."

According to the report, "Customers praised RollWorks for its display capabilities and its expanding feature set."

In a recent RollWorks poll of marketing and sales professionals, nearly 75% of respondents indicated that ABM is a critical part of their mix—alongside inbound, marketing automation, and other demand generation strategies. Digital advertising was widely cited as the most pervasive channel, 54% more likely to be used to drive account-based marketing than segmented email and 106% more likely to do so than high-end and/or personalized gifting.

"Since RollWorks launched in 2018, we have continued to lead ABM market innovation and adoption, and we're proud to be recognized as the best for high-growth companies focused on value," said Mihir Nanavati, President of Rollworks.

"Since RollWorks launched in 2018, we have continued to lead ABM market innovation and adoption, and we're proud to be recognized as the best for high-growth companies focused on value," said Mihir Nanavati, President of Rollworks. "Our team has worked diligently to bring new capabilities like Account Journeys, Journey Stages, and Journey Events to our customers, as well as bolster our ecosystem with market-leading partners like Bombora and G2 to provide a broad solution for marketing and sales teams to execute and measure account-based programs."

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,TARGETED ACCOUNT STRATEGY

The changing face of brand building in B2B boardrooms

transmission | August 10, 2022

Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years. For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line. The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’. But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority. B2B buyers want more from business: The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership. Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit. "COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us." - Survey response from a B2B marketing leader. B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience. Competition is at an all-time high: The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth. As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic. "We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before." - Survey response from a B2B marketing leader. However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves. Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience. New approaches, old problems: Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs. This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance. Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand. Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term. Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.

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CORE ABM

MRP to Host Live Webinar on Enterprise ABM Featuring Leading Research Analyst

MRP | May 26, 2022

MRP, the only enterprise-class account-based sales and marketing platform, today announced a live event, The Role of ABM Technologies in the Enterprise, with our guest Forrester Principal Analyst Malachi Threadgill. Hosted by MRP, the webcast will provide actionable insights from Forrester’s research and walk attendees through the key considerations enterprises need to look for when evaluating and implementing ABM platform capabilities. The 60-minute webinar takes place Tuesday, June 7, 2022, at 2:30 pm EDT. Registration is now open. “Account-Based Marketing has different requirements for success based on the company's size and complexity of the business,” said Mark Ogne, CMO of MRP and founder of the ABM Consortium. “Account-Based Marketing has different requirements for success based on the company's size and complexity of the business,” said Mark Ogne, CMO of MRP and founder of the ABM Consortium. “Larger organizations must take into consideration a myriad of solutions, business units, and buying groups. We’re excited to host Malachi to provide enterprise marketers with access to ABM data, insights, and strategies unique to their specific needs and goals.” According to the Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022, ABM has become a critical part of B2B marketers’ strategies in the past five years. However, the report also notes that the ABM platform market has consolidated and matured to the point that it’s hard to distinguish between each vendor’s unique offerings. To complicate things further, each organization has individual and very specific needs based on the people, processes, and technologies they have in place -- and enterprises have the most to win and lose. In this session, Forrester analyst Threadgill will share why enterprises need to look at ABM platform capabilities from a different lens and interpret recent Forrester research with a focus on the specific needs of large global organizations. Key areas of discussion include: Enterprise Administration: The ability to operate in a single platform, share insights and measurement, and execute programs independently or in concert with SMEs. Advanced-Data Management: Recompose account-based data from contact-based systems to a central source of account truth. Intelligent Insights: Next generation of intent and predictive analytics can identify signals across the buyer journey with AI that prescribes next best actions. Omnichannel Orchestration: Coordinate content and messages across channels with real-time insights and lightning-fast ML that influences the buyers’ journey. Revenue-Based Metrics: Account-level measurement and drilling down from programs to tactics. MRP is committed to supporting enterprise marketing success with the technology, tools, and resources that marketers need to thrive in today’s enterprise operating environment. Recently named a leader in the Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022, MRP’s unique attribution capabilities that connect individual channels to ABM-influenced pipelines and customers' praise of its multitenant capabilities and global support were both noted in the report. 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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ACCOUNT BASED DATA

Madison Logic Named a Leader in 2022 Quadrant Knowledge Solutions’ SPARK Matrix for Account Based Marketing (ABM) Platforms

Madison Logic | June 08, 2022

Madison Logic, the leading global digital Account Based Marketing (ABM) platform, today announced that Quadrant Knowledge Solutions, a global advisory and consulting firm, named Madison Logic a 2022 Technology Leader in its SPARK Matrix™ analysis of the global ABM market. The annual report provides a detailed analysis of the global ABM market dynamics, major industry trends, and leading ABM vendors. Madison Logic stood out among the top four vendors analyzed for its sophisticated, cloud-based ML Platform and key technology differentiators, including comprehensive account prioritization signals, global reach, buying committee engagement, advanced multi-channel measurement, and customer success. “Successful enterprise marketers leverage account-based strategies to accelerate growth,” said Tom O’Regan, CEO of Madison Logic. “Our continued position as a Technology Leader within this report further validates the success Madison Logic has in providing marketers responsible for revenue growth with a competitive edge to prioritize and engage the right accounts across every stage of the sales cycle.” Madison Logic’s market-leading approach enables large enterprise and fast-growing middle-market companies to leverage a combined data set of three independent signals to identify and prioritize companies demonstrating the highest propensity to purchase, activate data-driven programs globally across the primary channels revenue marketers rely on, and measure the direct impact on pipeline and business growth. According to Megha Rungta, Analyst at Quadrant Knowledge Solutions, “Madison Logic’s multi-channel ABM media activation and measurement platform titled the ML Platform helps B2B organizations in designing and improving compelling campaign strategies and effectively engaging with the accounts across their journey. The company continues to deliver value to its customers through its key technology differentiators, including comprehensive account prioritization signals, global reach, buying committee engagement, advanced multi-channel measurement, and customer success.” Megha added: “With its ability to cater to diverse use cases, robust product strategy and roadmap, and strong industry expertise, Madison Logic has received a strong rating across the parameters of technology excellence and customer impact and has been positioned amongst the leader in the SPARK Matrix: Account-Based Marketing Platform, 2022.” The Quadrant Knowledge Solutions SPARK Matrix analysis includes a comprehensive review of global ABM market dynamics, trends, vendor solutions, and competitive forces. The study provides an analysis and ranking of 17 ABM vendors in the form of its SPARK Matrix, empowering ABM Marketers to evaluate different vendor capabilities, competitive differentiation, and market position. About Madison Logic The ML Platform, a global multi-channel ABM activation, and measurement platform enables enterprise organizations to leverage a proprietary combined data set to identify the accounts most likely to purchase, accelerate the customer journey, and shorten sales cycles to positively impact ROI. Madison Logic empowers B2B marketers to convert their best accounts faster by finding and engaging with the most influential individuals throughout the buyer's journey. Visit madisonlogic.com for more information.

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CORE ABM

Demandbase Recognized with Four "Top Rated" Awards by TrustRadius

Demandbase | May 18, 2022

Demandbase, the Smarter GTM™ company for B2B brands, announces that TrustRadius has recognized it with four Top Rated awards. Demandbase received the honor in the Account-Based Marketing (ABM), Intent Data, Market Intelligence, and Sales Intelligence categories. This is the second year in a row that Demandbase has received TrustRadius' Top Rated awards. It's a testament to the way in which its technology scores high with customers for its functionality, ease of use, and ability to drive results. "There's no greater compliment for us as a company or for our products than to receive Top Rated awards in these important categories, The fact that these awards are purely driven by vetted customer ratings means that we're doing our job of equipping B2B companies with what they need to execute a successful go-to-market. Thank you to our customers for your support and trust in us, and to TrustRadius for the recognition." Jon Miller, chief marketing officer of Demandbase Since 2016, the TrustRadius Top Rated Awards have become the B2B industry's gold standard for unbiased recognition of technology products. Based entirely on customer feedback, they have never been influenced by analyst opinion or status as a TrustRadius customer. The methodology and scoring that TrustRadius uses to determine Top Rated winners can be found here. "Demandbase won Top Rated Awards in Account-Based Marketing (ABM), Intent Data, Market Intelligence, and Sales Intelligence software categories in 2022," said Megan Headley, VP of Research at TrustRadius. "Demandbase earned these Top Rated awards based directly on feedback from their customers. Reviewers on TrustRadius value the intent data insights, account-level analytics, automation, accuracy of contact information, account targeting early in the buying cycle, and as a source of truth for market insights and customer prospecting." 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.

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The perfect stock image pulls triple duty for creative teams. That means it doesn't just match campaign messaging, it also meets design specs for multiple channels and maps back to your overall brand guidelines. Read “Finding the Perfect Image” and learn how the right stock service can help you: Spend less time on processes and

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