RollWorks Partnered with Bombora to Launch Account Intent

RollWorks | April 23, 2020

At a Glance:
  • Marketers can now combine Account Fit with Account Intent to prioritize the right accounts for marketing outreach

  • Account Intent identifies accounts that are actively researching a product or service with the intent to buy.

  • RollWorks chose to partner with Bombora because its Company Surge ® Score data uniquely measures intent signals across many data and content sources.


RollWorks, a division of NextRoll, Inc., today announced the launch of Account Intent within their Identification solution in the RollWorks Account-Based Platform. Account Intent identifies accounts that are actively researching a product or service with the intent to buy. RollWorks has partnered with Bombora, the leading intent data provider, in order to deliver the Account Intent feature and Bombora’s patented Company Surge ® Score to RollWorks customers. The Bombora Company Surge ® Score indicates the intensity to which a business has intent to purchase based on the intensity of content consumption compared to ‘normal’ as measured against a historical baseline. This increased content consumption is indicative of the research that happens within a business prior to buying. The Company Surge ® Score will be incorporated in the RollWorks platform indicating the level of intent for a particular account.

RollWorks is dedicated to the mission of making ABM work for companies through the power of account data and machine learning.

Justin Cooperman, vice president of product, RollWorks


“With the launch of Account Intent we continue to strengthen the account data foundation within the RollWorks Account-Based platform. Customers will now be able to integrate Account Fit, Account Engagement, and Account Intent into how they prioritize the accounts that matter most. During this period of economic uncertainty it’s more important than ever that marketing and sales teams align to focus investments around the accounts with the highest likelihood of buying from them.”

With only 17% of B2B buyers’ time spent engaging with potential suppliers during a purchase cycle, Account Intent provides critical visibility for identifying in market companies and is an essential component of a successful account-based strategy. To increase opportunity creation marketers need to understand and implement Account Fit, Account Engagement and Account Intent.

Learn more: ROLLOWORKS ANNOUNCED NEW PACKAGING AND PRICING FOR ITS ACCOUNT-BASED MARKETING PLATFORM

The RollWorks Account-Based Platform empowers B2B marketing teams with a deeper understanding of their prospects:


• Account Fit is a measure of how well an account matches a company’s ideal customer profile. Not every account will be the right fit for a company’s solution. Firmographic and technographic factors such as geography, industry, revenue, annual growth rate, number of employees, and existing technologies play an important role in filtering down the accounts that are a fit and worthy of focus from the marketing and sales team.

• Account Engagement is a measure of which accounts are engaging with a business through activities such as email opens, digital advertising views, website visits, webinar registrations, physical events attendance, blog post reads, and online product demos. Not all activity is equal (a product demo is probably a stronger signal than a blog visit). However, aggregating activity from all the people who are interacting with a company at the account level is critical so that the marketing and sales teams can respond rapidly when engagement is spiking. Speed matters in this digital, always-on world.

• Account Intent is a measure of which accounts are engaging with a solution area regardless of whether that account is already engaging with your business. Intent is measured through buyers consuming business content relevant to a solution area or topic. B2B buyers often consume content from 10-15 sources, and 80%+ of them are influenced by this content in their purchase decision. This is intent: accounts showing strong interest through their web behavior in your solution area but not yet engaging with your business. These are the accounts that are traditionally invisible to marketers.

“We are thrilled that this partnership with Bombora allows our customers to take advantage of Account Intent data in a seamless way within the RollWorks Account-Based Platform so they can win new business and drive account growth at scale,” said Mike Stocker, vice president of strategic partnerships, RollWorks.

B2B organizations of all sizes are adopting Intent data because the ROI is proven.

Mike Burton, co-founder and senior vice president at Bombora.


“Having data that best reflects changes in prospect and customer interest is the first step. The ability to act on – and truly operationalize – Intent data at scale is a prerequisite to improving marketing performance. This new integration with RollWorks along with their mission of democratizing ABM, will dramatically expand the accessibility and usability of Intent data.”

Account Intent is available within the RollWorks Standard, Professional, and Ultimate packages. RollWorks customers on these packages will be able to subscribe to topics, monitor intent on those topics, prioritize accounts in a target account list showing a surge in intent on topics, and engage those surging accounts through targeted digital advertising. The number of topics and the number of accounts with Company Surge ® Scores will vary across the packages.

Visit the RollWorks pricing page to learn more about the inclusion of Account Intent within the Standard, Professional, and Ultimate packages.

About RollWorks


RollWorks, a division of NextRoll, Inc., 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.

About Bombora


Bombora is the leading provider of Intent data for B2B marketers. Bombora’s data aligns marketing and sales teams, enabling them to base their actions on the knowledge of what companies are in market for which products. The source of this data is the first co-operative of premium B2B media companies. Members contribute content consumption and behavioral data about their audiences. In turn, they can better understand their audiences, serve advertisers and monetize their inventory. Learn more about Bombora at bombora.com.

Learn more: ROLLWORKS AND LAUNCHPOINT JOIN HANDS TO HELP CUSTOMERS MEASURE ABM IMPACT AND REVENUE GROWTH AT SCALE

Spotlight

Boosting sales growth in the B2B technology sector with “buyer intent-data”


Other News
ABM ACCOUNTS

Madison Logic Enhances Integration with LinkedIn Ads to Enable Data-Driven Multi-Channel ABM Activation and Measurement

Madison Logic | May 05, 2022

Madison Logic, the leading global digital Account Based Marketing (ABM) platform, announces a new LinkedIn Audiences integration as the latest release of Journey Acceleration within the ML Platform. The integration allows marketers to seamlessly share lists of accounts from ML Insights to LinkedIn Campaign Manager to be used for LinkedIn ad targeting and unify their ABM strategy across multiple channels to increase account engagement and accelerate the sales cycle. With the new Journey Acceleration integration with LinkedIn ads, B2B marketers can optimize the account experience across the sales cycle through: Optimized Account Insights: Adopt ML Insights, a unified signal of the companies most likely to purchase, combined with data from your marketing automation and CRM platform to identify the accounts most likely to convert. Advanced Cross-Channel Program Activation: Deliver personalized messaging and content on LinkedIn using any LinkedIn ad format to maximize account engagement alongside ABM Content Syndication and ABM Display Advertising. Enhanced Measurement and Pipeline Insights: Easily understand how accounts are progressing through their journey, effectively target the buying committee at each stage of the sales cycle and increase ROI through a unified view of your ABM strategy. “Today’s buying environment requires enterprise marketers to engage the buying committee as they research solutions across the entire web, including LinkedIn as the dominant B2B social network,” said Tom O’Regan, CEO of Madison Logic. “By leveraging ML Insights to prioritize and engage accounts globally across multiple channels, marketers can now seamlessly activate a unified multi-channel strategy to accelerate the sales cycle from within the ML Platform.” “Today’s buying environment requires enterprise marketers to engage the buying committee as they research solutions across the entire web, including LinkedIn as the dominant B2B social network,” said Tom O’Regan, CEO of Madison Logic. Madison Logic believes the enhanced capabilities within this latest ML Platform release is validated by recent research from VP Analyst Suzanne White at Gartner titled “Improve Buyer Engagement and Conversion by Adding Journey Context to Personas,” which states, “Based on the 2020 Gartner Technology Marketing Benchmarks Survey, technology marketers that include buyer journey data in their targeting methodology are more likely to have higher conversion rates through early stages of the marketing funnel.”* “The insights we’ve gained through our work with Madison Logic have helped shape how we approach developing our multi-channel marketing strategies. The ML platform’s accessibility, LinkedIn integration, and analytics capabilities help us reach the right customers, tell more cohesive stories, prioritize what matters most to our customers, and improve the overall effectiveness of our campaigns,” said David Velez, Global Head of Social at Amazon Web Services. Madison Logic and LinkedIn customers also benefit from Madison Logic’s existing LinkedIn Reporting and ROI integration as part of the ML Platform. With the ability to visualize and measure activity throughout the entire marketing funnel, marketers can create a unified view of their multi-channel programs, including LinkedIn ads for up to 10,000 accounts to reveal account progression and the true drivers of conversion across each campaign. The single view allows customers to take a data-driven approach to campaign optimization and uncover the content and advertising that most effectively drives account engagement, accelerates sales cycles, and impacts pipeline and ROI. This release builds on the positive momentum of its recent announcements of record growth in revenue retention and the company’s fourth consecutive Leader status for “Marketing Account Intelligence” by G2, a leading third-party review site for B2B technology buyers. The Spring 2022 recognition of ML Insights within the ML Platform further validates the ease with which enterprise marketers can identify in-market accounts and prioritize the right individuals to engage within those accounts. *Gartner, “Improve Buyer Engagement and Conversion by Adding Journey Context to Personas”, Suzanne White, May 5, 2021. GARTNER is a 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 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.

Read More

ACCOUNT BASED ANALYTICS

Metadata Awarded 4th and 5th Patents As They Build First Demand Gen Platform for B2B Marketing

Metadata | February 07, 2022

Metadata.io, the first demand generation platform for B2B marketers, is pleased to announce they have received two new patents from The United States Patent and Trademark Office (USPTO) for their technology that automates the most repetitive and mundane, but critical tasks in B2B marketing. Today, the platform helps B2B marketers with building highly targeted audiences across channels, launching a high volume of campaign experiments, and self-optimizing those to what drives the most efficient revenue. The company currently has over 170 customers benefiting from this current technology. With a mission to get Marketers closer to revenue, these two new patents will not only boost the performance of the existing campaigns platform but will introduce an entirely new capability to establish new technology integrations and enable new marketing strategies using a “playbook” concept. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “We’re building a platform that allows revenue marketers to automatically run completely pre-optimized programs that apply proven B2B marketing best practices and playbooks across channels and technologies.” The first patent was granted to Metadata for its proactive marketing technology. This new technology ingests a customer’s historical data from across their channels and technologies, understands the customer’s desired outcomes, and recommends best-next-step marketing strategies to achieve those outcomes most efficiently. The second patent was granted for Metadata’s use of templates and playbooks that are digitally embedded into the platform that will apply proven B2B marketing best-practice strategies to customers’ campaigns and technology integrations. As an example, on the first login, a new Metadata customer can integrate their technology stack, tell Metadata what outcomes they are trying to achieve, and the platform will go to work. It ingests years of detailed data, analyzes it against all previous customers, campaigns, technologies, and outcomes, and recommends to the user a specific way to set up and implement their technologies, as well as specific campaigns to run, in order to most efficiently and quickly achieve their goals. Metadata’s first application of this was with LinkedIn Conversation Ads. Metadata provided Conversation Ad templates that had been pre-optimized with hundreds of thousands of dollars of ad spend, directly within the platform so their customers could run similar campaigns. Metadata has captured detailed data from a growing customer base, including some of today’s most successful B2B companies, and will be able to leverage this data anonymously to make future predictions and recommendations across all their clients. The platform can then automatically take action based on this data, improving campaign performance while needing fewer resources. “Historically, AI has been more of a novelty. Now, it’s embedded everywhere in our personal lives,” said Allouche. “It’s innate – we trust it without question when we need directions or groceries at our door. On the business side, however, we are only on the brink of its possibilities. But the technology is here, and ready to be leveraged.’ Start generating revenue through your marketing today at https://metadata.io/. About Metadata Metadata is the first demand generation platform that launches paid campaign experiments and self-optimizes to revenue. Through AI and machine learning, Metadata helps B2B marketers automate the repeatable and time-consuming parts of running paid campaigns so they can focus more of their time on strategy, targeting, and creative. B2B marketers at Zoom, Okta and ThoughtSpot rely on Metadata to get closer to revenue. Start experimenting so you can get revenue faster with https://metadata.io/.

Read More

ACCOUNT BASED EXECUTION

Cvent Announces Partnership With ID.me to Enhance Event Health and Safety

Cvent, ID.me | December 23, 2021

Cvent, a market-leading meetings, events, and hospitality technology provider, today announced that it has partnered with ID.me, the leading secure digital identity network, to bring seamless health, testing, and vaccine status verifications to hybrid and in-person events in the United States. Cvent Health Check, powered by ID.me, is a user-friendly solution that allows event planners to implement a secure method of verifying attendee health status in just a few simple steps. By combining ID.me vaccine, testing, and identity verification capabilities with Cvent’s robust event marketing and management platform, Cvent customers can include additional health and safety protocols at their events with easy-to-use, confidential health checks on event attendees’ own mobile devices. Built with planner flexibility and usability in mind, Cvent Health Check allows event hosts to set specific parameters around attendees’ proof-of-vaccination, testing status, and/or health screening in a privacy-compliant manner, giving individuals sole control over their personal medical information to determine when, how, and with whom it is shared. Once attendees’ health or vaccination statuses are verified, their credentials can be easily checked through a digital image displayed on a user’s mobile device at the event. The portable digital ID streamlines check-in and helps to ensure all attendees meet any requested health criteria to enter the event. Importantly, no user information is passed between ID.me and Cvent, allowing for individual privacy and control while also ensuring event planners and organizers are not storing, accessing, or distributing sensitive attendee health data. “As health and safety remain top priorities for event planners and attendees alike, reliable and secure solutions like health or vaccine verifications are critical,” said Patrick Smith, Chief Marketing Officer of Cvent. “We’re pleased to combine ID.me’s proven technology and strong commitment to user data privacy with our event marketing and management platform to enable a more customer- and safety-centered approach for in-person event experiences.” “Anyone considering attending an in-person meeting, conference, or event during the pandemic wants to know that they will be in a safe environment, and in many cases, that means health checks and vaccine verifications,” said Mark Lockwood, General Manager of Commercial Sector of ID.me. “Our partnership with Cvent is enabling meeting organizers and hosts to simplify health checks and vaccination verification processes while meeting the highest levels of security and data privacy. As the industry works to return to normal, we believe our partnership will bring greater confidence to attendees, encourage higher in-person attendance, and reduce the stress and burden on event hosts. We could not be more thrilled to partner with Cvent.” The ID.me secure digital identity network has been rigorously tested against the highest technical and policy controls and is trusted by 10 federal agencies and more than 500 brands to verify users’ identity and facilitate access. The ID.me Identity Gateway has a Federal Risk and Authorization Management Program (FedRAMP) Moderate Authority to Operate (ATO). As of December 2021, the ID.me network included more than 66 million individuals. About Cvent Cvent Holding Corp., (Nasdaq:CVT), is a leading meetings, events, and hospitality technology provider with more than 4,000 employees and nearly 21,000 customers worldwide. Founded in 1999, the company delivers a comprehensive event marketing and management platform and offers a global marketplace where event professionals collaborate with venues to create engaging, impactful experiences. Cvent is headquartered in Tysons, Virginia, just outside of Washington D.C., and has additional offices around the world to support its growing global customer base. The comprehensive Cvent event marketing and management platform offers software solutions to event organizers and marketers for online event registration, venue selection, event marketing and management, virtual and onsite solutions, and attendee engagement. Cvent’s suite of products automates and simplifies the entire event management process and maximizes the impact of in-person, virtual, and hybrid events. Hotels and venues use Cvent’s supplier and venue solutions to win more group and corporate travel business through Cvent’s sourcing platforms. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage millions of meetings and events. For more information, please visit Cvent.com, or connect with us on Facebook, Twitter or LinkedIn. About ID.me ID.me simplifies how individuals prove and share their identity online. The ID.me secure digital identity network has 66 million members with over 145,000 new subscribers joining daily, as well as partnerships with 29 states, 10 federal agencies, and over 500 name-brand retailers. The company provides identity proofing, authentication, and group affiliation verification for organizations across sectors. The company’s technology meets the federal standards for consumer authentication and is approved as a NIST 800-63-3 IAL2 / AAL2 conformant credential service provider by the Kantara Initiative. ID.me’s Identity Gateway also has a Federal Risk and Authorization Management Program (FedRAMP) Moderate Authority to Operate (ATO). ID.me is the only provider with video chat and is committed to “No Identity Left Behind” to enable all people to have a secure digital identity. To learn more, visit ID.me or connect with us on Facebook, Twitter, or LinkedIn.

Read More

ACCOUNT BASED DATA

Folloze and repliCMO to Offer Innovative B2B Revenue Solutions

Folloze, repliCMO | June 15, 2022

Folloze today welcomes repliCMO as its newest alliance partner, with a focus on B2B enterprises in the Asia-Pacific region. The two companies will create new B2B revenue solutions that help enterprises in APAC compete and win in a new digital-first marketplace. The global pandemic accelerated digital transformation and changed the nature of B2B buying and selling forever. As a result, marketing teams are now owning more of the lead-to-revenue cycle. The Folloze platform makes it easy for marketers to plan and launch any revenue-generating program and tactic across a buyer journey that's now 100% digital. The platform harnesses customer and intent data with personalized content experiences to power demand centers and landing pages, high-touch events, channel programs, ABM, cross-sell and upsell, and much more. repliCMO brings strategic marketing expertise, alliances, and smooth execution systems to enterprise clients, effectively extending the capabilities and reach of the chief marketing officer (CMO) function. Together, Folloze and repliCMO will leverage these respective strengths to help enterprise companies reimagine their GTM and better align with the digital-first expectations of today's modern B2B buyer. "We now operate in a world where the B2B buying journey is 100% digital," said Etai Beck, CEO and Co-founder at Folloze. "We now operate in a world where the B2B buying journey is 100% digital," said Etai Beck, CEO and Co-founder at Folloze. "repliCMO shares our vision of reimagining the buyer journey through the activation of customer data and the automated delivery of personalized experiences with high-value human engagement. Their strong enterprise B2B track record, and established footprint in the APAC region made the prospect of collaborating a clear win. Together, Folloze and repliCMO are the natural solution for clients seeking new ways to stand out in a crowded digital landscape." "Marketing has always been more than a service — in a world where there are multiple products in a single category, it's marketing intellectual property (IP) that creates the brand and differentiates it in the minds of customers," said Ruchika Rana Malhotra, Founder and CEO of repliCMO. "Particularly at a time of intense IPO and funding activity in APAC, brand is a significant driver of value. Together with Folloze, we can help enterprise CMOs smartly structure their account-based marketing strategies and deliver on them with focused, appealing, and relevant digital content, ultimately making the buyer journey easier." About Folloze Folloze builds the leading B2B Buyer Experience Platform. With Folloze, sales and marketing teams can quickly create rich, personalized, and value-added experiences that maximize the revenue impact across the entire customer journey. 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 repliCMO repliCMO is a management consulting firm specializing in marketing IP creation and delivery in the B2B space. repliCMO's forte is creating marketing IP for technology and emerging technology ecosystems- Fintech, Cybersecurity, SaaS, Cloud computing, Proptech, Infratech, AI, AR, IoT & Blockchain. To learn more, visit https://www.replicmo.com/.

Read More