ABM ACCOUNTS

Terminus Named a Leader in 2022 Gartner® Magic Quadrant™ for Account-Based Marketing (ABM) Platforms

Terminus | January 13, 2022

Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM), today announced it has been recognized as a Leader in the 2022 Gartner® Magic Quadrant™ for Account-Based Marketing (ABM) Platforms report.

“We believe our inclusion and Leader placement in the first-ever Gartner Magic Quadrant™ for ABM Platforms report is not only an honor, but also incredibly validating of our big vision and the power of our platform,” said Tim Kopp, Terminus CEO.

“We believe our inclusion and Leader placement in the first-ever Gartner Magic Quadrant™ for ABM Platforms report is not only an honor, but also incredibly validating of our big vision and the power of our platform,” said Tim Kopp, Terminus CEO. “With this placement, we’re now a leader in three leading analyst reports – Terminus the only platform bringing together a purpose-built B2B CDP with multi-channel ABM.”

As mentioned in the Magic Quadrant report, “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and international expansion.”

Terminus is a leader account-based engagement platform, and the only platform built to deliver more pipeline and revenue through multi-channel ABM.

“Gartner defines the account-based marketing (ABM) platform as a technology that enables marketers to run ABM programs at scale, including account selection, planning, engagement and reporting. In ABM programs, B2B marketers align with sales counterparts to engage a defined set of high-priority accounts and buying committee members with targeted marketing and content to help buyers explore and evaluate solutions.”

We believe The Gartner Magic Quadrant™ is a trusted analyst resource for organizations seeking unbiased evaluations and opinions of the ABM category and platforms. The 2022 Gartner Magic Quadrant™ for ABM Platforms report evaluates nine of the global providers against a range of critical capabilities for ABM including current product offering, strategy, and overall market presence.

Gartner, Gartner® Magic Quadrant™ for Account-Based Marketing (ABM) Platforms, Christy Ferguson, January, 2022.

Gartner and Magic Quadrant are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

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, Outreach, 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.

Spotlight

If we peel back the many layers of an account-based marketing (ABM) strategy, we find that ABM simply means identifying a handful of potential companies that will likely have a huge impact on revenues, and then applying marketing programs uniquely suited to each individual account. But how exactly do you decide which accounts to target? The success of ABM programs greatly depends on proper account selection and customer profiling. In fact, most ABM experts consider account selection as the single most important step in the ABM process.


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ABM ACCOUNTS

MRP to Showcase Enterprise Client Success & ABM Platform Innovation at Forrester B2B Summit, May 2 - 4, 2022

MRP | April 26, 2022

MRP, the only enterprise-class account-based sales & marketing platform, announced plans to reveal its latest research into enterprise ABM success at the Forrester B2B Summit North America. As a Platinum sponsor and ABM thought leader, MRP will provide attendees with access and insights into the latest strategies and technologies propelling enterprise marketing success. Through product demos and case studies with leading B2B marketers, MRP (booth 514) will reveal how to orchestrate and deliver meaningful, personalized buying journeys in real-time across multiple channels, geographies, and languages to drive measurable business impact. With its enterprise approach, MRP was recently named a Leader in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022 report, with Forrester noting MRP’s unique attribution that can connect individual channels to the ABM-influenced pipeline and customers’ praise of multitenant capabilities and global support. Bringing this potent mix of technology innovation and proven expertise, MRP will explore ground-breaking research, models, and frameworks designed with the enterprise organization’s priorities in mind during the following sessions: MRP Case Study: Intelligence-Driven ABM and Speed to Revenue: Tuesday, May 3 at 11:20 am CDT. In this session, you’ll learn from MRP and ServiceNow the driving forces behind ABM leaders’ speed to market, pipeline, and revenue: data, intelligent insights, and finely tuned orchestration. MRP Case Study: Beyond the Lead: Account-Based Strategies For Revenue Impact: Wednesday, May 4, 9:40 am – 10:10 am CDT. Learn how a multinational semiconductor company is reinventing its customer acquisition strategy and moving beyond mere alignment to synergies that produce game-changing impact for its target accounts across the globe. Virtual Theater Spotlight: ABM For Revenue Impact: From Silo to Symphony: Join MRP thought leaders online during the B2B Summit’s Digital Experience as they expose the myths of ABM – and share five enabling criteria for ABM success, plus foundational elements of success for enterprise organizations like Dell Technologies, Oracle, and SAP. MRP Prelytix™ Preview: The Future of ABM: Summit attendees can visit booth 514 for an exclusive look at the new MRP Prelytix platform, with advancements in predictive analytics and AI-driven account intelligence that speed time to market, to pipeline, and revenue. “Enterprise ABM requires a thoughtful and strategic approach to people, processes, and technology to transform sales and marketing into lock-step revenue teams,” said Mark Ogne, CMO of MRP. “Enterprise ABM requires a thoughtful and strategic approach to people, processes, and technology to transform sales and marketing into lock-step revenue teams,” said Mark Ogne, CMO of MRP. “MRP Prelytix is built from the ground up to service organizations that operate in complex environments and embody a sophisticated approach beyond what most solutions offer today. We’re excited to bring this sophistication to the Forrester B2B Summit and showcase why Forrester has positioned MRP as an ABM leader in its Wave 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

Cryptocurrency broker uses Ada AI platform for better CX

Ada, LiteBit | December 29, 2021

With the growth of cryptocurrencies in recent years, LiteBit, one of the top cryptocurrency brokers in Europe, has had to scale its customer service response strategy. When the cryptocurrency industry saw record-breaking growth rates in 2017, more people started to click onto LiteBit's website, inquiring about the market. The Netherlands-based broker helps customers buy, sell and store more than 45 different types of cryptocurrencies. With only two people in its customer service department, the company realized it would need more people to answer inquiries. Although it had an integration with Zendesk, that wasn't enough. Turning to Ada This led LiteBit to partner with Ada, a customer service chatbot vendor based in Toronto. Founded in 2016, Ada provides a chatbot-based platform that helps enterprises automate customer experience. The platform automates the interactions between brands and their stakeholders, said Ruth Zive, senior vice president of marketing at Ada. "Ada is actually underpinned by machine learning models and natural language processing," Zive said. "We're able to recognize intent and really deliver AI-powered experiences." She continued that the chatbot anticipates customer needs and interacts with them in a customized fashion. Ada is a no-code platform, so users do not need to depend on their IT department. However, IT teams can go into Ada and tailor experiences and integrations to make it personalized for users, Zive said. The platform's multilanguage functionality appealed to LiteBit, a European company that serves customers who use localized languages, said Bas Lucieer, director of data and automated customer experience at LiteBit. LiteBit was also impressed by Ada's interface and simplicity. LiteBit needed a platform where customer service agents could create answers themselves, which Ada allows, Lucieer said. The cryptocurrency broker first implemented Ada by putting the bot on its FAQ page. When people clicked on the bot, they were able to see the top five frequently asked questions and quick responses in short text format. If those questions didn't fit the technical problems that they had, different flows could be created so that the customer's information could be gathered and sent directly to the Zendesk platform, Lucieer said. "Instead of ping-ponging back and forth three times asking for more information, [we can now] get all the information directly from the customer [once]," Lucieer said. He added that this reduces the agent handling time significantly. Ada enabled LiteBit's agents to go from full-time customer support to working part time on the Ada chatbot and part time on customer support. While some customers still choose to call customer service, others are happy to receive their answers more quickly using the chatbot. The training involved It took LiteBit about three months to fully integrate Ada into its websites. One challenge the company faced was determining how to fit large articles into short texts for customers. "You might think 'OK, I want a lot of text balloons coming up,' but you sort of overwhelm the customer," said Lucieer. Customer service agents also had to learn how to tune machine learning to improve Ada. They were trained on how to flag keywords so customers receive the right answer. LiteBit has shifted its focus from using Ada to help solve customer service questions to using it to proactively get messages to customers. "If something is wrong, for example, with an order or someone needs to do a customer protocol or anything like that, we want to give a signal on the website," Lucieer said. He said the company now uses the platform to ask customers for more information and give real-time data streams on LiteBit's website. Ada's new features Recently, Ada introduced new features on its platform, including language-agnostic natural language understanding (NLU), languages that are read from right to left, omnichannel extensions and A/B testing. The NLU features improve the understanding and intent recognition of multilingual customers. It helps LiteBit to recognize customers' questions better, Lucieer said. "Ada is trying to use more machine learning to help out our agents," he continued. This helps LiteBit improve their answers to customers' questions. Ada gives agents suggestions about which answers are best for customers. LiteBit also uses the A/B testing to track which answers fit which customer age group or location. Ada, which raised funding in May at a $1.2 billion valuation, said it doesn't publicly disclose how much it charges users, but it tends to be a higher-cost platform compared to other chatbot tools in the market. Other chatbot customer service platforms includes Zendesk, Kustomer and Intercom. Technology giants like Google and Amazon also have chatbot technology in their customer service offerings.

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ACCOUNT-BASED DATA

Research From Frost & Sullivan and Webhelp Finds Customer Experience Innovation Set to Undergo Exponential Growth in the Next Decade

Webhelp | March 14, 2022

Customer contact center operations are set to undergo transformation to improve customer experience (CX) delivery, according to new research from Frost & Sullivan. Commissioned by Webhelp, the study of over 1,000 senior customer experience management professionals finds organizations are embracing technology and new ways of working to deliver improved customer service, with 98% planning to transform operations within 24 months. The study finds almost one in two senior CX professionals expect to see a rise in new customer channels supported by technology such as voice assistants and augmented reality services in the next decade. Much of this change has been accelerated in the last couple of years by the COVID-19 pandemic; 90% expect working from home to be a permanent part of CX delivery models in the future, and 78% expect advisors to have the ability to determine where they want to work. In remote environments, operational challenges have remained, and the research reveals that engaging and motivating employees is seen as the most pressing issue, closely followed by keeping up with the latest contact center technology and deploying it at scale. “The study has provided fascinating insight on the future direction of customer experience delivery,” commented Alexander Michael, director of consulting at Frost & Sullivan. “As the industry continues to undergo rapid transformation, it’s pleasing to see that brands plan to embed work from home as a permanent part of their model. Those that recognize that this needs to be designed in properly, in a sustainable manner, will see true benefits for their business and their customers.” A turnkey approach to quality customer journey delivery Contact center managers expect onshore, nearshore and offshore contact centers to grow in the future – showcasing the need for a tailored approach across different businesses to maximize quality delivery. Companies choosing to improve customer experience may need to adapt the approach, while ensuring the security of customer data, access to talent, the resilience of operation and cost base. “CX transformation must start with the needs of the customer and strategy of the business,” commented Olivier Duha, CEO and co-founder of Webhelp. “Once agreed, it’s important to think holistically about how an operation is designed to meet those needs. This model should embrace the most suitable delivery format, considering how onshore, nearshore and offshore locations can be combined with working models such as onsite, at-home, or hybrid work. The world we live in today means we can host a customer support location for anywhere in the world and scale it rapidly.” The research indicates that any customer experience management approach must address operational challenges of the future, around managing employee attrition, integrating disparate channels and systems, managing compliance, and engaging and motivating employees (all areas estimated by one in two to be more challenging in the future). The future Respondents that have engaged in transformation projects are seeing benefits, with positive impacts identified on the security of data/customers (77%), customer experience (78%), access to talent (76%), the resilience of operations (77%), and cost base (77%). “There are huge pressures on customer experience leaders to enable greater scalability to meet rising customer demand,” said Sandrine Asseraf, group managing director, at Webhelp. “While a majority of managers had minimal challenges moving to a work-from-home model, they now need to deploy the right technologies to adapt, scale and flex in response to advisor demands and evolving consumer behavior.” About Webhelp Webhelp designs, delivers, and optimizes unforgettable human experiences for today’s digital world – creating game-changing customer journeys. From sales to service, content moderation to credit management, Webhelp is an end-to-end partner across all B2C and B2B customer journeys. Its over 100,000 passionate employees across more than 55 countries thrive on making a difference for the world’s most exciting brands. Webhelp is currently owned by its management and Groupe Bruxelles Lambert (Euronext: GBLB), a leading global investment holding, as of November 2019.

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ABM ACCOUNTS

New ON24 Partner Network Brings Together Leading Sales and Marketing Solutions for Customers

ON24 | February 23, 2022

ON24 (NYSE: ONTF) today launched the ON24 Partner Network with more than 40 leading sales and marketing agencies, solutions integrators, and software companies. Partners are joining forces with ON24 to develop integrations, solutions, and services for mutual customers to advance their digital-first strategies. As a leading platform for digital engagement, ON24 is helping companies enhance their digital capabilities throughout every stage of the buyer journey and use first-party engagement data across all their sales and marketing activities. With the ON24 platform, marketers have a one-stop-shop to accelerate innovation across their go-to-market operations and drive revenue growth. “The ON24 Partner Network allows marketers to put digital engagement at the center of every go-to-market strategy and bring together the insights they need to better understand, engage, and convert prospects into buyers,” said Sharat Sharan, founder and CEO at ON24. “The ON24 Partner Network allows marketers to put digital engagement at the center of every go-to-market strategy and bring together the insights they need to better understand, engage, and convert prospects into buyers,” said Sharat Sharan, founder and CEO at ON24. “Our continued commitment and investment in our partner ecosystem will help accelerate customer success with the ON24 platform and our next phase of company growth.” B2B companies are increasing their digital investments to transform customer engagement and make first-person data a strategic enabler across the business. The ON24 Partner Network provides marketers a network of partners to easily integrate multiple solutions and unite buyer data with the ON24 platform. Marketers can find new technologies, connect with verified vendors, and discover new ways to engage audiences and capture prospect and customer data. Partners in the ON24 Partner Network get access to new co-selling, co-marketing, and integration opportunities with ON24 and fellow ecosystem partners. Together, ON24 and its partners can reach new markets, extend their product and service offerings to more prospects, and help customers keep pace with changing market needs. “Through a growing, diverse community of companies working together, we can better support our joint customers and help them optimize the digital buyer journey,” said Byron Bardy, vice president of corporate development and strategic alliances. “With the ON24 Partner Network, customers can access digital experts to maximize their sales and marketing potential using the ON24 platform.” ON24 provides a single platform to drive digital engagement and capture actionable insights at scale that can be used with leading marketing automation, CRM, and sales and marketing solutions to generate greater revenue. To learn more about the ON24 platform and its ecosystem of partners, visit ON24.com/Partners. What ON24 Partners are Saying: Nick Heys, CEO of Jabmo, ON24 premier tier partner: “As a leading provider of ABM solutions to the manufacturing, life sciences and healthcare industries, joining the ON24 Partner Network was an easy decision. Today’s B2B marketers rely on virtual and digital events to engage with known buying group members, but often miss out on valuable engagement data from unknown and anonymous buying groups. Together with ON24, we give B2B marketers a 360-degree view of all their account engagement activity in a single platform.” Richard Roocroft, global head of strategic alliances at Interprefy, ON24 premier tier partner: “Interprefy is leading provider of real-time language interpretation and translated live captions solutions committed to helping people connect in their own language anywhere. We are excited to join the ON24 Partner Network and provide ON24 customers with seamless solutions to break down language barriers in their events.” Aaron Cole, director of business operations at V2, ON24 premier tier partner: “As a long-standing agency partner of ON24, V2 is excited to join ON24 Partner Network and take advantage of exceptional partner benefits like dedicated agency training, custom agency support, and exclusive product access. This will help us continue to deliver exceptional digital experiences for our shared clients and customers.” Erica Gunn, CMO at Canto, ON24 growth tier partner: “Canto is a leading provider of digital asset management software committed to helping marketers scale digital content creation and help teams work faster and smarter as they manage, create, and share digital content. We are excited to partner with ON24 and help our joint customers scale their digital content.” Tim Hong, VP of alliances and partnerships at Integrate, ON24 growth tier partner: “We are dedicated to helping B2B marketers accelerate an omnichannel, connected, and flexible precision demand marketing approach. We are excited to join the ON24 Partner Network and provide our customers with seamless digital events and webinar integrations that enable precise, cross-channel, account-based campaigns.” Michal Raz, VP of global partners at KUDO, ON24 growth tier partner: “As a SaaS multilingual marketplace and platform, there has been pressing demand among our global enterprise customers for our integration with ON24. We’re thrilled to partner with ON24 to make events more inclusive and accessible, improving attendee engagement and furthering KUDO’s mission of breaking language barriers.” Piyush Saggi, CEO of Parmonic, ON24 growth tier partner: “Webinars rock! Marketers at legendary brands use ON24 to deliver compelling webinar experiences and Parmonic to automatically transform webinars into munchable content. Our partnership is a huge win for marketers. Together we will make it easier to attract and engage audiences using two great technologies that work in harmony. ON24 and Parmonic are committed to making marketers heroes.” Samantha Yarborough, VP of partnerships at PFL, ON24 growth tier partner: “At the center of all good marketing is authentic human connection. PFL is a leader in delivering hybrid experiences and thrilled to join the ON24 Partner Network. The combination of ON24’s exceptional virtual events and PFL’s multisensory, branded direct mail experiences captures the recipient’s full attention. Together, customers can truly execute hybrid experiences that deliver.” Monet Sommers, director of business development, SketchDeck, ON24 growth tier partner: “SketchDeck is thrilled to partner with ON24. The past few years have transformed the way we communicate and connect. As SketchDeck continues to meet the evolving creative needs of modern organizations, we recognize the power of the ON24 sales and marketing platform to help us come together, share ideas, and drive creativity.” Elliot Smith, head of partnerships at 6sense, ON24 base tier partner: “Forward-thinking marketers are eager to push the boundaries to engage with their buyers in a digital world – and ON24 is paving the path. We’re excited to help ON24 customers accelerate their ability to grow revenue while providing the kind of experience their buyers want and deserve.” Marge Breya, CMO at Leadspace, ON24 base tier partner: “As a leader in B2B customer data platforms, Leadspace is transforming the way top brands around the world find, create, and accelerate closeable business. We are excited to become part of the ON24 Partner Network and are looking forward to joining forces.” Nicholas DeBenedetto, CEO at LeapPoint, ON24 base tier partner: “LeapPoint helps some of the world’s most well-respected brands drive powerful experiences through Connected Work™. It’s more important than ever for businesses to deliver relevant, personalized, and continuous experiences. We’re thrilled to partner with ON24 to help connect our clients with actionable first-party engagement data from their ON24 experiences.” Peter Engleman, VP of corporate strategy and partner success at Terminus, ON24 base tier partner: “Joining the ON24 Partner Network enables us to get marketers the valuable data they need. Webinars and virtual events have become integral to marketing strategies. As a multichannel ABM platform, Terminus helps marketers incorporate first-person data from the ON24 platform into their ABM strategy to identify more engaged target accounts, better align with sales, and generate more pipeline and revenue.” Peter Cselenyi, CEO at TheSpeech, ON24 base tier partner: “We are thrilled to serve ON24’s professional webinars with high-quality simultaneous interpretation to make sure that the message of all of our joint customers is understood perfectly by every nation around the world.” Tyler Lessard, VP of marketing at Vidyard, ON24 base tier partner: “Live and on-demand video have become strategic marketing assets as audiences look for more engaging and educational ways to interact with brands in a digital-first world. As the leader in video hosting and analytics for B2B marketers, we’re proud to be a part of the growing ON24 Partner Network, helping marketing teams maximize the value of their online video and on-demand webinar content.” About ON24 ON24 is a leading sales and marketing platform for digital engagement, delivering insights to drive ​revenue growth. ON24 serves more than 2,000 customers worldwide, including 3 of the 5 largest global technology companies, 4 of the 5 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers. Through interactive webinars, virtual events, and personalized content experiences, ON24 provides a system of engagement powered by AI for businesses to scale engagement, conversions, and pipeline to drive revenue growth. The ON24 Platform supports millions of professionals a month who are totaling billions of engagement minutes per year. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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Spotlight

If we peel back the many layers of an account-based marketing (ABM) strategy, we find that ABM simply means identifying a handful of potential companies that will likely have a huge impact on revenues, and then applying marketing programs uniquely suited to each individual account. But how exactly do you decide which accounts to target? The success of ABM programs greatly depends on proper account selection and customer profiling. In fact, most ABM experts consider account selection as the single most important step in the ABM process.

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