TARGETED ACCOUNT STRATEGY

Solidifying Disconnect Between ABM Technology and B2B Buyer Experience Paradigms

MRP Prelytix | January 20, 2021

For the undertaking, the most tireless obstruction to conveying a venture class customer experience in B2B has been the absence of a solitary wellspring of truth for customer insights. A trademark quality of the venture association is its broadening, with conflicting data spread across a wide scope of uses. This presents an enormous data management issue in itself in light of the fact that as the organization scales, so does the assortment of marketing technologies and the quantity of individuals or teams who use them. This complex go-to-showcase approach makes a principal need for account-based marketing (ABM) to be significant across all groups, driving the requirement for platform multitenancy.

Just when enterprise sales and marketing associations can execute their ABM technique considering their world can the wizardry of superior occur. What's more, this implies conveying global adoption,  integration with existing multi-channel programs, shared learning, optimized target account experience, standard measurement, and global optimization. B2B purchasers at this point don't endure rehashing their requirements and rehash their inclinations each time they cooperate with your association. The stakes of making a convincing B2B purchasing experience are higher than any time in recent memory — requesting logical experiences that are customized and exhibit believability.

“Enterprise organizations operate in multiple channels of communication, so their personalization strategy needs to operate across these channels, optimizing and coordinating that content between each touch point,” said Ajay Subherwal, senior vice-president of sales, EMEA/APJC at MRP. “Advanced data management is the enabling criteria to help you to reassemble a precise picture of each target account, to cultivate powerful insights, target accurately, deliver personalization scenarios across channels, and achieve accurate program measurement.”

About MRP Prelytix:

For enterprise organizations that serve multiple geographies, lines of business or industries, MRP Prelytix is the only enterprise class ABM platform.

Spotlight

Account Based Marketing is an advertising technique that targets a single location or group of potential clients (a whole company, a college campus, a demographic segment), as opposed to traditional inbound marketing that focuses on individual sales leads.


Other News

MeritB2B Relaunches as Anteriad, New Branding Aligns With Company Positioning as a Trailblazer in B2B Marketing

Anteriad | April 04, 2022

MeritB2B today announced the company’s new name, Anteriad, and new brand positioning at their annual PowerB2B Growth Summit. Anteriad, meaning “pointing forward”, accurately represents both the company’s forward-looking approach, and their solutions that help their customers take the lead in a competitive market. The new brand further emphasizes the positive momentum that puts Anteriad and its customers out in front. “Anteriad is a company that’s ahead of its time and ahead of the market. Our positioning directly reflects our focus on being uniquely able to provide our customers the solutions they need to get ahead and take the lead,” said Rob Sanchez, CEO at Anteriad. “Anteriad is a company that’s ahead of its time and ahead of the market. Our positioning directly reflects our focus on being uniquely able to provide our customers the solutions they need to get ahead and take the lead,” said Rob Sanchez, CEO at Anteriad. “I’m thrilled to launch our new name and brand at PowerB2B, our first major event since 2019, and the beginning of a new era in B2B marketing leadership.” Anteriad represents the combination of MeritB2B, recently acquired True Influence, and several earlier strategic acquisitions in the B2B marketing space. As a unified whole, Anteriad is a trailblazer in B2B marketing, with a suite of best-in-class offerings including full funnel demand generation, marketing cloud technology, and market-leading intent, programmatic data and audience solutions, all powered by the industry’s most comprehensive B2B data. The new name was announced today at Anteriad’s PowerB2B Growth Summit in Austin, TX, featuring B2B marketing experts discussing key topics including demand generation in an omnichannel world, optimizing ABM, and host of innovative analytics, modeling and data-driven approaches that the top B2B marketers are using today. The keynote speaker, Andrew Davis, is a marketing and customer experience expert and author. Also on stage are analysts Katie Linford from Forrester and Michael Harrison from Winterberry group. The event will also feature a host of B2B marketing leaders from companies including Kustomer, which was recently acquired by Meta, Infinite Electronics, The Channel Company, and MKTG2.U. Joining the summit are executives from leading B2B marketing teams at companies like SAP, Amazon, and Microsoft. “We chose to announce our new brand at the PowerB2B Growth Summit because the event is all about using best-in-class solutions to take the lead in B2B marketing, a perfect complement to the ethos behind our new positioning. We’re thrilled to be hosting such an incredible group of marketing leaders, and are excited for what the future holds,” said Dee Blohm, SVP Marketing at Anteriad. About Anteriad Anteriad is the leading provider of B2B marketing solutions for blue-chip brands including IBM, Microsoft, and Cisco. Marketers choose Anteriad for their intent driven, full-funnel ABM and demand generation platform, world-class data and analytics, and performance marketing capabilities. Anteriad drives meaningful growth for customers by combining the technology and expertise B2B marketers need to win in today’s competitive market. Learn more at www.anteriad.com.

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ACCOUNT BASED DATA

Customer Experience Professionals Association Expands Leadership, Research, and Professional Certification

Customer Experience Professionals Association | February 28, 2022

The Customer Experience Professionals Association (CXPA) has announced an ambitious 2022 plan of work, supported by more than two hundred volunteers across the globe. Founded just eleven years ago, CXPA now has members in over sixty countries who share a passion for helping organizations design and deliver experiences that meet or exceed customer expectations. CXPA defines customer experience as “the perception that customers have of an organization - one that is formed based on interactions across all touchpoints, people, and technology over time.” The 2022 CXPA Board of Directors includes sixteen CX professionals led by 2022 Chair Nancy Porte, CCXP, Vice Chair Tabitha Dunn, CCXP and Treasurer Amy Shioji, CCXP. Newly appointed Board members for 2022 are Anita Siassios, CCXP, Founder & Managing Director, ManagingCX Pty Ltd (Australia); Carolyn Galvin, CCXP, Director, Market & Competitive Intelligence, Affinity.co (USA); Mr. Sebastien Munar, CCXP, B2C Unit Director, Clientrika (Peru); Mr. Wayne Simmons, CCXP, Customer Powerhouse CX Leader, Bayer Pharmaceuticals (USA); and Stacey Nevel, CCXP, Director, Voice of the Customer at Prudential (USA). “Having been involved in CXPA since the very beginning, I am proud to serve as CXPA Board Chair at a pivotal time for our growth as an inclusive community and trusted voice for the discipline,” said Nancy Porte, CCXP. “I am committed to helping CXPA achieve more by leveraging the strength of our diverse and talented community of members.” CXPA continually prioritizes efforts to be an accessible, relevant, and respected community and resource for the professional practice of customer experience management. To do so, CXPA has formed ten Regional Leadership Councils, one each in Africa, Asia, Brazil, Canada, Europe, Latin America and the Caribbean, Middle East, Oceania, United Kingdom, and United States. Regional Leadership Councils include representatives from leading customer-centric organizations across the globe such as Ahmad Abdo, Telecom Egypt; Belinda Dimovski, CCXP, Australian Red Cross; Georges Essama, Cameroon Telecommunications; Catherine Gauthier, CCXP, Valtech Canada; Rebekah Kabugo-Mugisha, National Social Security Fund (Uganda); Victor Songa Musiwa, CCXP, MultiChoice Namibia; Alex Russell-Rutherford, CCXP, Northumbrian Water; and Betul Yilmaz, CCXP, Elephant Istanbul. A full directory of CXPA volunteers is online at http://www.cxpa.org/volunteerlist. “CX is a growing field, taught in more than seventy colleges and universities across the globe,” said CXPA CEO Greg Melia, CAE. Another top priority is the development of trusted, independent guidance on professional customer experience management practices. More than fifty volunteers are participating in three major projects to develop resources for the advancement of the CX profession. One project is developing the CXPA CX Book of Knowledge, a publication that will serve as the definitive resource guide on the competency areas of the CXPA CX Framework, which itself is based on international research on the customer experience leader role. Another project involves production of a series of monographs that will support CX professionals collaborating with other functions such as Finance, Sales, and the C-Suite to facilitate better customer experience outcomes across the organization. A third project, conducted in collaboration with Quadient and Heart of the Customer, is researching the critical elements of a CX professional’s first year in a new leadership role. “CX is a growing field, taught in more than seventy colleges and universities across the globe,” said CXPA CEO Greg Melia, CAE. “These new resources will add significantly to the customer experience body of knowledge by providing practical, independent consensus guidance rooted in the real-life experience of CX leaders.” A continuing priority for CXPA is administering the Certified Customer Experience Professional (CCXP) certification, which is held by 1,288 professionals worldwide. The CCXP credential is granted to individuals who have the breadth of professional experience deemed necessary to lead or significantly contribute to quality customer experience management and who have passed a rigorous psychometric examination based on the CXPA CX Framework. Once earned, CCXPs must maintain the credential by completing qualifying continuing education to stay abreast of evolving CX practice. Eighteen CXPA Recognized Training Providers deliver training related to CCXP preparation and the CXPA CX Framework including partners in Brazil, the Netherlands, Lebanon, Oman, Sri Lanka, Vietnam, Israel, South Africa, and France. The exam can be taken anywhere in the world by secure remote online proctor and is available in both English and French. The certification is increasingly listed in recruitment postings by companies such as Amazon, Johnson & Johnson, and Walgreens. CCXP Advisory Committee chair Stacey Nevel, CCXP notes that employers recognize that “CCXPs understand strategically how to implement programs and policies within an organization to help measure and manage toward a positive customer experience.” AboutCXPA: CXPA is the independent global nonprofit association for the customer experience profession. Its mission is to support CX professionals to share, learn, inspire, and grow throughout their entire career. CXPA thanks its Global Sponsors who support the CXPA and CX professionals in achieving more than can be done individually through CX service and platform solutions. To learn more about CXPA, visit http://www.cxpa.org.

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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

6sense Earns 2022 Top Rated Awards from TrustRadius

6sense | May 13, 2022

6sense, the leading platform for B2B organizations generating predictable revenue, announced that TrustRadius has recognized it as a 2022 Top Rated Awards recipient. 6sense has won in three categories that include Account-Based Marketing, Sales Intelligence, and Intent Data. With a trScore of 8.5 out of 10 and 46 verified customer reviews, 6sense is recognized by the TrustRadius community as a valuable player in the Account-Based Marketing, Sales Intelligence, and Intent Data software categories. "This recognition from TrustRadius and our customers is meaningful because it reflects our commitment to innovate and execute against our vision to transform how revenue teams work, Customers can expect our team to continue to double down on our investments in people and technology to help them leverage the power of AI across the entire buyers' journey to provide a differentiated experience and produce the kind of pipeline that converts to revenue. Revenue teams aligned around insight-driven decisions not only better prioritize time and resources, but they also realize phenomenal outcomes." -Viral Bajaria, 6sense CTO and Co-founder. Since 2016, the TrustRadius Top Rated Awards have become the B2B's industry standard for unbiased recognition of technology products. Based entirely on customer feedback, they have never been influenced by opinion or status as a TrustRadius customer. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter. About TrustRadius TrustRadius is the most trusted research and review platform for business leaders to find and select the right software for their needs. Decision-makers across industries rely on verified, peer-based guidance and research from TrustRadius. Vendors engage and convert high-intent buyers by telling their unique stories through rich reviews. Over 12 million visitors a year create and engage with high-quality review content and data on Trustradius.com. 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

Account Based Marketing is an advertising technique that targets a single location or group of potential clients (a whole company, a college campus, a demographic segment), as opposed to traditional inbound marketing that focuses on individual sales leads.

Resources