Triblio Debuts New Video Series On Account-Based Marketing

Triblio | January 28, 2020

Triblio, an ABM company, has launched “Ask an ABM Expert,” a series of short, educational videos that aim to answer key questions about ABM and modern B2B marketing. Premiering today, the first season is hosted by the company’s Chief Customer Officer Andrew Mahr.

Spotlight

Everywhere marketers turn, people are talking about Intent data. After all, 94% of marketers believe that using data to track buyer Intent gives them a competitive advantage. But Intent data is now a term whose meaning, like most buzzwords, has gotten diluted. There’s a false belief that Intent data is a silver bullet, alleged to solve any and all marketing woes. But in reality, many organizations are barely scraping the surface of how Intent data can benefit them and, more importantly, their bottom line.


Other News
ABM ACCOUNTS

MRP Unveils “The Enterprise Marketers’ Guide to ABM” at #B2BMX

MRP | March 01, 2022

MRP, the only enterprise-class account-based sales and marketing platform, today released “The Enterprise Marketers’ Guide to ABM” at the 2022 B2B Marketing Exchange (B2BMX) conference. The culmination of a year-long proprietary research project fielded by independent research firm Demand Metric, the Guide shares findings from over 1,200 study participants across 5 continents about the environment, people, processes, and technology that are crucial to enterprise ABM success. The Guide is designed to be easily actionable for enterprise marketers with essential insights and data-driven strategies for executing ABM in complex operating environments. It also debuts an interactive RFP-building tool aligned to the unique requirements of Enterprise-class organizations to ensure vendor selection serves key needs and capabilities. “Enterprise ABM isn’t just bigger, it’s more complex across multiple dimensions,” said Jennifer Golden, MRP’s Director of Corporate Marketing. “This report leverages a year’s worth of proprietary research into the unique characteristics of companies successfully executing ABM at scale across the globe and gives B2B marketers an actionable plan for evaluating and prioritizing their strategies, technology and operations.” “The Enterprise Marketers’ Guide to ABM” concludes a series of proprietary, multi-part research reports that delve into the unique principles and best practices of enterprise ABM today. In addition to the new report, the fall 2021 publication “The State of ABM Maturity” identified the distinct characteristics of top enterprise ABM organizations. Earlier research findings examined the impact of COVID-19 on B2B marketing for the enterprise. “The digital transformation had already begun well before the global pandemic, but it hasn’t been kind to all enterprise marketers. In many cases, it has only exacerbated the unique challenges they face,” said John Follett, Co-Founder and Chief Customer Success Officer for Demand Metric. “The digital transformation had already begun well before the global pandemic, but it hasn’t been kind to all enterprise marketers. In many cases, it has only exacerbated the unique challenges they face,” said John Follett, Co-Founder and Chief Customer Success Officer for Demand Metric. “MRP is the leader in ABM technology and strategy for the enterprise, and together we worked on this comprehensive research to help marketers make better data-driven decisions and tackle the new complexities they’re facing head-on.” To learn more about the research project, preview the next-generation MRP Prelytix™ platform, and receive one-to-one guidance on executing best practices within your organization, visit B2BMX title sponsor MRP in-person at booth #404 or navigate to MRP’s digital booth in the virtual conference space (available to conference attendees), or schedule a demo today. 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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CORE ABM

Optimizely Launches Integrated B2B Commerce & Content Cloud Solution

Optimizely | December 27, 2021

Today, Optimizely, leading digital experience platform (DXP) provider, announced it is launching an integrated version of its B2B Commerce Cloud and Content Cloud products. The integration allows these two industry-leading products to be easily implemented together, enabling brands to reach audiences with more sophisticated content strategies and work more effectively across large teams of marketers. The integration makes use of the B2B Commerce Cloud as a headless commerce API to make B2B data and capabilities available within the Content Cloud. Now, B2B customers choosing to select both the B2B Commerce Cloud and Content Cloud with the new integration can: Take advantage of B2B-specific features within the B2B Commerce Cloud Use the Content Cloud to manage all the pages, templates, content and assets of their site Benefit from an out-of-the-box, combined site search engine that searches products in the B2B Commerce catalog while searching content in the Content Cloud and combining the results Manage their product catalog in B2B Commerce, but have all the products available for use in the Content Cloud Build and manage multi-sites in the Content Cloud while leveraging the shared data for customers, products and orders in the B2B Commerce Cloud To help customers get the most from the combined products, Optimizely is also releasing a B2B-specific sample site that includes numerous Content Cloud templates and blocks that can be used to accelerate customers’ build time. Customers can leverage the provided assets or reference them as examples before customizing their own. The sample site will address the time-to-market metric that many B2B customers find critical when selecting their technology vendors. “Optimizely Content Cloud has a long history of providing marketers with extensive tools for content publication and creation of exceptional digital experiences,” said Justin Anovick, Chief Product Officer of Optimizely. “With the integration of B2B Commerce Cloud, businesses can extend these tools to B2B customers, enabling the delivery of optimal digital experiences across audiences.” “Optimizely Content Cloud has a long history of providing marketers with extensive tools for content publication and creation of exceptional digital experiences,” said Justin Anovick, Chief Product Officer of Optimizely. “With the integration of B2B Commerce Cloud, businesses can extend these tools to B2B customers, enabling the delivery of optimal digital experiences across audiences.” Additionally, Optimizely has named a preferred implementation partner for the B2B Commerce Cloud – Content Cloud integration in Nishtech Inc. Nishtech is an Optimizely Platinum Partner who has first-hand experience with the new integration and can be contracted to guide customers and their agencies through setting up and utilizing the new integration. Optimizely is a recognized leader in B2B commerce and content management. The company has been awarded leadership positions in the IDC MarketScape for B2B Commerce, the Forrester Wave for Agile Content Management Systems and the IDC MarketScape for Content Management Systems. About Nishtech Nishtech is a full-service digital experience and e-commerce consultancy and Optimizely partner since 2011 based in Cincinnati, Ohio specializing in delivering innovative, scalable, and secure digital solutions. The company has extensive experience over the last 10 years delivering rich, personalized enterprise-level B2B/B2C/B2X shopping experiences. Nishtech excels at creating efficient, agile, digital solutions to execute online strategies and to perfect the digital presence by integrating best-of-breed technologies. Nishtech employs a collaborative project approach in which we proactively partner with our clients to deliver compelling brand experiences that are user-friendly and easy to maintain. Learn more at https://www.nishtech.com/. Nishtech is an Optimizely Platinum partner and have been named as their Preferred Partner for implementing Optimizely DXP and B2B Commerce solutions. About Optimizely At Optimizely, we're on a mission to help people unlock their digital potential. With our leading digital experience platform (DXP), we equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at optimizely.com. All third-party trademarks cited are the property of their respective owners, and are used only for reference purposes.

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ACCOUNT BASED EXECUTION

Contentgine Announces the Release of Its First "Content Top 5 in 15" Video Program Starring Robert Rose

Contentgine | February 14, 2022

Contentgine® (www.contentgine.com), the world leader in content-based marketing, announced today that it has released the first video in its groundbreaking series, called "Contentgine Content Top 5 in 15." Hosted by well-known author and content expert Robert Rose of the Content Marketing Institute, the video series consists of Rose's analysis of the top five most read content pieces in a particular product category, culled from Contentgine's vast collection of business content consumption data. The first episode, which is free and hosted on the company's website, analyzes the top five content pieces in the data analytics product category, with case studies written by #Sisense, #SyncFusion, #Atlassian (ChartIO), and #Encorta. Rose provided some insight to the series and the first program topic - data analytics - saying: "The show is for any demand or content marketer, even though we focus on a particular product category for that show. There is so much information to be gleaned from looking at what makes a piece of content – regardless of category – that we think the fifteen minutes it takes to view the program will prove to be time well-spent for those marketers looking to improve their content consumption and demand generation." "What struck me about the data analytics space," Rose continued, "was how well-written each content piece was in taking complex ideas and making them easily understood even by folks not having an analytics background. #SiSense, in particular, had two pieces of content in the Top Five, and I think it's a testament to the quality of the writing that went into every piece." Ian Dix, Chief Marketing Officer for Contentgine, stated: "We think this will be a trailblazing series for demand and content marketers, because no one has had the content consumption data at this scale before. We have it as part of our Perpetual Engine® methodology, and we can offer marketers the first real look at what makes great content great." Ian Dix, Chief Marketing Officer for Contentgine, stated: "We think this will be a trailblazing series for demand and content marketers, because no one has had the content consumption data at this scale before. We have it as part of our Perpetual Engine® methodology, and we can offer marketers the first real look at what makes great content great." "Our next three programs," Dix continued, "will have Robert analyzing the most-read content pieces in the database solutions, artificial intelligence, and Internet of Things product categories. We hope our marketing friends get good insights and some "aha" moments ideas from Robert's brilliant analyses." The first Top 5 in 15 programs can be found at: https://contentgine.com/top-5/analytics ABOUT CONTENTGINE Contentgine ® has claimed a leadership position in the content syndication and intent marketing categories, basing its business upon the following value proposition: "Contentgine helps all professionals in all industries find the right solutions for their businesses." The company is witnessing explosive growth by utilizing a unique way of offering business solution information to business professionals via its Contentree B2B content library – the world's largest such library - and utilizing its unique Perpetual Engine methodology. Together they produce both the industry's most precise first-person intent data and the industry's only content performance analytics platform.

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ACCOUNT BASED ANALYTICS

CEIR Launches Optimistic First Report in Omnichannel Marketing Insights Series

Center for Exhibition Industry Research | December 28, 2021

The Center for Exhibition Industry Research (CEIR) recently released Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions from its newest research series, Omnichannel Marketing Insights. The series details omnichannel marketing practices while the pandemic shut down the business-to-business (B2B) exhibition industry in mid-March 2020 and anticipated plans moving forward through 2022. Along with benchmarks on the marketing channel mix used during the pandemic, it assesses the extent by which participants will return to B2B exhibitions and whether needs and preferences will shift in any way. Report One summarizes overall findings from the exhibitor perspective. Results indicate the outlook for the B2B exhibition industry is strong among exhibiting companies that have used the channel pre-COVID-19. “This report is a must-have for organizers looking for benchmarks and insights to help position their in-person B2B exhibitions for 2022,” said Nancy Drapeau, vice president of research for CEIR. “Exhibitors are intent on returning to exhibiting. The high value in using the channel to help achieve their high-priority marketing and sales objectives is the catalyst driving their return to events.” “This report speaks to the importance of face-to-face marketing to brand marketers and buyers who attend,” added Cathy Breden, CEO of CEIR. “This report speaks to the importance of face-to-face marketing to brand marketers and buyers who attend,” added Cathy Breden, CEO of CEIR. “Digital and other channels have helped exhibiting companies and attendees meet their needs during the pandemic, though study results point to their limitations. For companies that exhibit, face-to-face marketing is an essential part of their marketing mix. They are looking forward to getting back to business in person.” The 26-page report provides benchmarks and insights on the following: Marketing channels used by exhibitors compared to what attendees relied upon during the pandemic Current high-priority marketing and sales objectives of exhibiting company organizations Effectiveness of channels used during the pandemic in helping achieve marketing and sales objectives Marketing budget outlook for 2021 and 2022 B2B exhibition channel overall image/perceptions Net Promoter Score (NPS) Unique values of exhibiting not furnished by other marketing channels Importance of face-to-face interactions at exhibitions at purchase process stages B2B exhibition activity Volume of exhibitions and typical booth sizes from 2019 through 2022 Booth staff in 2019 and plans for 2021/2022 Commentary on reasons for participation levels Among those exhibiting in 2021 through 2022 Value of exhibiting to help achieve high-priority marketing and sales objectives Planned use of in-person representation at international B2B exhibitions if COVID-19 persists Exhibitor interest in integrating digital options into event lifecycle in next two years Meeting Business Needs During the Pandemic The report pointed to the following industry insights: Digital dominated, with multiple digital tactics used by 87% of attendees and 94% of exhibitors. Other channels used included supplier phone calls (44% of attendees and 8% of exhibitors) and direct mail (33% of attendees and 20% of exhibitors) The majority of exhibitors rate channels used as effective in helping achieve most high-priority marketing and sales goals, but few assigned the highest effectiveness score. The outlook for exhibiting through 2022 is strong, with 94% planning to exhibit, an expected typical booth size of 200 net square feet (NSF) and the volume of exhibiting events expected to rebound to five. B2B exhibitions are highly valued in helping to meet marketing and sales objectives, with more than 40% assigning the highest value for helping achieve most popular high-priority marketing objectives and more than 31% assigning the highest value for helping achieve most popular high-priority sales objectives. Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions is the first of a series of reports that CEIR is publishing based on survey research done with attendees and exhibitors. The complete Omnichannel Marketing Insights series will include: Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions Report Two: Business Information Channel Mix During Pandemic and Outlook Moving Forward for Business Professionals That Attend B2B Exhibitions Report Three: Mining for Expanding and Deepening Engagement Opportunities Among Those Shifting to Using Other Channels Report Four: Who to Target for Attendee Acquisition Report Five: Who to Target for Exhibit Sales Report Six: Attendee Generational Differences in Channel Preferences Methodology CEIR’s Research Council commissioned this study. To generate attendee and exhibitor samples, CEIR identified top-ranked U.S.-based exhibitions, those with at least 45,000 NSF of paid space or larger from its CEIR database, with a goal of recruiting at least one exhibition per CEIR industry sector. The end result was the recruitment of 20 B2B exhibitions, which gave CEIR permission to poll their attendees and exhibitors from the 2019 edition of their events. For the exhibitor sample, a list was also purchased from Exhibitracs’ top 250 U.S. trade show list for 2019 events. Online surveys were fielded from July to early August 2021 generating samples of 1,799 attendee surveys and 316 exhibitor surveys. The response rate for each audience is one percent. To project results to attendees and exhibitors in general, results of each sample have been weighted to the distribution of number of attendees and number of exhibiting companies in 2019, as defined by the 2021 CEIR Index.

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Spotlight

Everywhere marketers turn, people are talking about Intent data. After all, 94% of marketers believe that using data to track buyer Intent gives them a competitive advantage. But Intent data is now a term whose meaning, like most buzzwords, has gotten diluted. There’s a false belief that Intent data is a silver bullet, alleged to solve any and all marketing woes. But in reality, many organizations are barely scraping the surface of how Intent data can benefit them and, more importantly, their bottom line.

Resources