ACCOUNT-BASED EXECUTION

Skydeo Launches B2B *AccountsGraph for Account Based Marketing (ABM)

Skydeo | January 19, 2022

Skydeo launches *AccountsGraph B2B audience segments for account-based advertising on programmatic, CTV and social platforms.

“AccountsGraph audiences are a major step forward for B2B advertisers and Account Based Marketing (ABM)”, said Brad Brown, Managing Partner (emeritus) from McKinsey & Co., “Skydeo’s unique combination of B2B data with broad reaching mobile-first consumer data provides marketers the ability to target prospects much like LinkedIn but on any platform at lower cost of media. It's a compelling solution."

SkydeoB2B segments include Firmographic and contact data by Company Name Job Title, Industry, Company Revenue, Company Employees as well technographic data based on the the technologies in use by company.

*AccountsGraph lets B2B advertisers target prospects and customers by Company Name at scale. Reaching consumers by the company they work for is important for recruitment advertising and for selling B2B products & services in the finance, IT, Tech, Pharma and Human Resources sectors.

Skydeo *AccountsGraph™ standard taxonomy of the Top 2000 companies in tech, finance, healthcare and other industries is available on Yahoo, TikTok, Google, LiveRamp, Kargo & StackAdapt. For list of the Top 5000 companies go to AccountsGraph.com or contact Skydeo for a custom audience.

According to Skydeo CEO Mike Ford, "Since we launched SkydeoB2B we've seen a surge in B2B intent data so there is merit to launching AccountsGraph now. We help B2B advertisers rampup their Account Based Marketing."

According to Skydeo CEO Mike Ford, "Since we launched SkydeoB2B we've seen a surge in B2B intent data so there is merit to launching AccountsGraph now. We help B2B advertisers rampup their Account Based Marketing."

About Skydeo
Skydeo is a leading provider of audience targeting, insights and measurement to leading brand advertisers, their agencies and platforms. Skydeo's mobile first platform includes over 15,000 unique segments across B2B & B2C audiences. https://skydeo.com

Spotlight

An important use case for the Intel Data Platform, built on Apache Hadoop* software, is providing insight and enabling optimization of Intel’s Marketing investments. The goal is to enable near-real – time insights into marketing campaign performance and to point to optimization opportunities. In the past, Intel has typically analyzed marketing data from one media channel at a time.


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CORE ABM

Conversica's Conversations Now Enhanced with 6sense Account Insights, Spurring Greater Account Engagement for ABM Customers

Conversica | May 04, 2022

Conversica, Inc., the leading provider of Conversational AI solutions for enterprise revenue teams, announces a new Conversational Account-Based Marketing (ABM) integration with 6sense, a leading platform for B2B organizations generating predictable revenue. The integration, which builds on the growing success of the Conversational ABM product launched in November 2021, enables Conversica AI Assistants to tap into the rich account and intent data from 6sense to identify whom to target and tailor two-way, humanlike conversations with the level of personalization required to scale any healthy ABM program. ABM platforms like 6sense provide crucial insights to tailor communications with contacts at target accounts. Conversica takes those insights and turns them into action. Less than half of salespeople and marketers are able to put the intent data from their ABM platform to work in their communications, leading to unrealized value of their ABM investments. Conversica’s new integration with 6sense enables companies to automatically apply that data to deeply relevant, 1:1 conversations across their target account list and, thus, maximizing the results of their ABM approach at scale. Mark Jancola, Chief Development Officer, Conversica, said, “We’re ultimately helping companies to reap the full value of their ABM investments." Mark Jancola, Chief Development Officer, Conversica, said, “We’re ultimately helping companies to reap the full value of their ABM investments. ABM vendors provide a wealth of information that marketing and sales (and eventually customer success) teams want to use to personalize communications, but are unfortunately unable to do so due to bandwidth limitations. By bringing our two solutions together, we’re able to action these insights at scale, provide contacts with the most relevant message and turn interest into direct sales conversations that would otherwise be impossible without a digital team member.” Conversica’s ABM conversations are custom-designed to personalize messaging with the most applicable testimonials, pain points, and use cases. With the 6sense integration, contacts are now automatically routed to the most relevant conversation based on industry, persona, and buying stage. The dialog is then further personalized based on contact details from 6sense, making it easy to create and maintain the many variations associated with a hypersegmented ABM account list. Numerous early adopters of Conversica’s Conversational ABM solution are seeing tremendous results, including customers like ATS Dealers and Trifacta. “Out of the 15 to 20 Conversica conversations that we run, ABM Outreach has very quickly become our most-used skill,” said Josh Copp, Managing Partner at ATS Dealers, a full-service reseller of premium data software and marketing solutions. “I really appreciate the flexibility of the messaging. We can have conversations with prospects that lead with the customer’s pain point and clearly show how ATS can help them solve it. The ability to map our solution to a unique business problem in our outreach is essential, especially as we expand into new industries.” "What's exciting to us about the ABM Outreach skill is the ability to match specific pain points—whether it be by persona, title, or industry—with a tailored value statement increasing the relevance to the contact. The impact of these added variables, in the ICP Outreach conversation, has led to an engagement and hot lead rate +10% higher than our standard Conversica conversations," said the Director of Demand Generation at Trifacta, an open cloud platform for data engineers and analysts. For more information about Conversica’s Conversational ABM solutions, please visit: www.conversica.com/products/conversational-abm. About Conversica Conversica is a leading provider of Conversational AI solutions, uniquely focused on revenue growth. Conversica helps enterprise marketing, sales, and customer success teams attract, acquire and grow customers at scale across the entire customer revenue lifecycle. Conversica AI Assistants serve as digital team members and autonomously engage prospects, existing customers, or partners in human-like, two-way interactions at scale to drive towards the next best action, whether that’s scheduling a sales meeting, or gauging interest to buy additional products or services. Processing over a billion interactions, the Conversica Conversational AI platform integrates natural language processing (NLU & NLG), decision & policy management, business process automation and deep learning capabilities to drive customer engagement across multiple digital communication channels and languages. The Conversica platform supports over 50 integrations into the most popular MAP and CRM platforms and offers an open API for custom integration.

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ACCOUNT-BASED DATA

IDG Communications Acquires Selling Simplified to Become One of the Largest Providers of B2B Tech Leads Globally

IDG Communications, Selling Simplified | February 11, 2022

IDG Communications, Inc. (IDG) today announced that it has acquired Selling Simplified, a versatile Marketing-as-a-Service (MaaS) platform that provides lead generation products, data services and analytics. In the last few years, IDG has evolved its network of editorial brands to include an integrated marketing and lead generation technology platform. The acquisition of Selling Simplified allows IDG to add contact and account level AI powered lead generation capabilities to its expanding suite of intent-based marketing technologies. Selling Simplified offers two distinct opportunities for product growth within IDG: The first is a global dataset of more than 160 million B2B records specific to tech industry purchase intent which can be added to IDG's existing proprietary audience, creating a large addressable database of in-market tech decision-makers and influencers. The second is a marketing technology platform that identifies and scores intent signals based on campaign engagement leveraging machine learning. The company's Demandcentr system continuously monitors behavioral context and builds an understanding of purchase intent behind each contact and account in the database. The combined data and marketing technology identifies the most valuable contacts for sales outreach or continued lead nurture. "Segmenting an audience by job title and role in the purchase decision is no longer sufficient at generating sales leads. Marketing campaigns simply perform better when you can also apply knowledge of the prospect's current stage in the path-to-purchase and actively engage them," said Kumaran Ramanathan, President of IDG Communications, Inc. "Selling Simplified has been able to provide just that and shares our commitment to building deep relationships across international markets." "We were very cautious about selecting a partner that shared our culture and vision," added Michael Whife, CEO of Selling Simplified. "We were very cautious about selecting a partner that shared our culture and vision," added Michael Whife, CEO of Selling Simplified. "IDG was a natural partner for our next stage of development on many fronts. We believe the union of the two companies makes us the largest provider of B2B tech leads globally and offers a dynamic approach to driving success for our clients." Selling Simplified is the latest in a series of acquisitions IDG has made over the last 18 months that demonstrates the company's commitment to building best-in-class, proprietary technology market data and marketing solutions. The IDG Communications MarTech stack – built by and for marketers – includes an ABM platform, Triblio; a marketing data and intelligence solution, KickFire; and a B2B sales and marketing data intent platform, LeadSift. These are already integrated into IDG's dataset and iconic tech editorial-branded sites. This end-to-end proprietary platform and media ecosystem delivers the industry's highest quality leads at over 99.9% acceptance rate. Existing Selling Simplified customers include leading B2B brands and agencies, including Juniper Networks, Mediacom, Marketo, and Just Global. Selling Simplified operates globally, with 285 employees across 4 continents. For more information, please visit www.idg.com 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, LeadSift 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 Selling Simplified Selling Simplified Group, Inc. (SSG), aims to empower companies in their marketing and sales efforts through unprecedented customer insights and a real-time pulse on intent, via a comprehensive suite of data enrichment, marketing, and analytics tools—with a core mission of helping people make more meaningful B2B connections. All hosted under its demandcentr platform, their exclusive marketing technology stack provides innovative, intelligent, and compliant solutions to identifying, analyzing, and capturing B2B demand backed by enriched, intent-based data. Founded in 2012, SSG is headquartered in Denver, CO and services clients globally via ten fully-staffed regional offices in APAC, EMEA, and North America.

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CORE ABM

Terminus Named a Leader Among Account-Based Marketing Platforms

Terminus | March 23, 2022

Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM), has been recognized as a leader in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022 report. Terminus earned a differentiated rating in the orchestration design, engagement channels, personalization, advertising, account and buying group selection prioritization, roadmap, and market approach criteria. Terminus received on-par scores in the data management, performance assessment, and product vision criteria. “Terminus customers praised its first-party data capabilities that resulted in more accurate account prioritization and advertising. They were also excited about its self-service, dynamic campaign capabilities that enabled real-time audience customization,” stated The Forrester New Wave™: ABM Platforms, Q1 2022 report. The Forrester New Wave™ evaluated 10 category providers according to offering, strategy and market presence. In its evaluation of Terminus, Forrester New Wave™ found the company: “Leads with a data-first approach and a wide range of engagement options. Terminus has built new analytics that can ingest first-party data in a proprietary way to create ABM engagement opportunities in numerous channels, including advertising, email, and chat.” ”Is a best fit for companies needing customizable self-service capabilities. Terminus’ commitment to self-service empowers users to easily customize and orchestrate their organization’s marketing programs.” “To be recognized as a leader in this ABM evaluation by Forrester is tremendously validating,” said Tim Kopp, CEO of Terminus. “To be recognized as a leader in this ABM evaluation by Forrester is tremendously validating,” said Tim Kopp, CEO of Terminus. “Today’s buyers interact with brands across multiple devices and channels. Using real-time, deep insights on buyer intent and engagement, Terminus enables go-to-market teams to transform how they prioritize and reach their target accounts, increasing match rates and creating sustainable revenue outcomes.” This announcement follows Terminus’s launch of Connected Account Experiences, which drives ABM strategy with dynamic data, powerful channels and innovative tools marketers can leverage to identify, reach and engage their customers anywhere, any time. The company was also named a Leader among Customer Data Platforms (CDP) in The Forrester New Wave™: B2B Standalone CDPs, Q4 2021 report last year. About Terminus Terminus is the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM). The platform, Terminus Engagement Hub, connects the first and third-party data needed to understand both customers and prospects, with the most robust suite of engagement channels—including ads, chat, email, and web—available. Terminus powers multi-channel ABM for thousands of brands globally including DHL, G2, and TripActions. Terminus is proud to be a G2 leader in ABM for 15 consecutive quarters. Visit terminus.com to learn more or connect with us on Twitter and LinkedIn.

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ABM ACCOUNTS

Demandbase Releases New Research into Account-Based Success in Europe

Demandbase | April 22, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announces the results of its study into account-based marketing and sales in Europe. On the heels of its own international growth, the organization wanted to better understand the geographical and cultural similarities and differences in how teams approach account-based strategies globally. To that end, they surveyed and interviewed senior marketers based in the UK, Germany and Benelux on topics like account-based marketing maturity, common challenges, and preferred strategies from leading practitioners. "We've been growing rapidly across Europe and other regions, so our customer base has naturally become a lot more diverse as well," says Paul Gibson, EMEA Vice President for Demandbase. "We've been growing rapidly across Europe and other regions, so our customer base has naturally become a lot more diverse as well," says Paul Gibson, EMEA Vice President for Demandbase. "Our goal with this study was to discover what unites and divides us on these issues in different parts of the world and, more importantly, to unlock further secrets to account-based success. We learned a lot through this research, like how many of the leading B2B companies are facing the same issues no matter where they're based. With this new intel, we can continue to advance the industry and better serve B2B leaders everywhere." Specifically, the report covers: Guidance for account-based success, as told by sales and marketing leaders from world-renowned B2B companies. A review of the maturity of account-based strategies across different European markets. Insight into how European marketing and sales teams have overcome their pain points through effective account-based marketing (ABM) evolution. An overview of how leading companies have worked to overcome go-to-market (GTM) fragmentation through working smarter, not harder. One of the most insightful findings was that B2B leaders cited the common challenge of fragmentation caused by data silos, disconnected systems, channels, processes and teams. As such, they struggle to see accounts clearly and engage them effectively. This emphasizes the need for B2B organizations around the world to change their approach and prioritize account intelligence, which brings together buying signals from an account, enriches it with reliable third-party data, and makes sense of it with AI. From this, B2B marketers and salespeople can see opportunities earlier, progress deals faster, and drive growth further. This is what Demandbase calls Smarter GTMTM. 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

An important use case for the Intel Data Platform, built on Apache Hadoop* software, is providing insight and enabling optimization of Intel’s Marketing investments. The goal is to enable near-real – time insights into marketing campaign performance and to point to optimization opportunities. In the past, Intel has typically analyzed marketing data from one media channel at a time.

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