Winners Begin To Emerge In The Battle Royale For Account-Based Marketing Domination

Marketo | October 27, 2016

It’s the one element most online marketers believe every B2B business must have. Account-based marketing is the hot area for service providers, with B2B vendors across all industries rushing to add it to their suite of online solutions. As businesses scramble to find the perfect vendor to meet their needs, they can quickly become overwhelmed by the many providers promising to be the best. Software industry leaders like Hubspot, Eloqua, and Pardot may be rushing to market with account-based marketing features, but their competitor Marketo has already taken center stage in the field. In its debut version, Marketo gives marketers the power to target and manage accounts, engage target accounts across channels, and measure the revenue impact on that targeting.

Spotlight

The first CRM launch truly changed the way sales were managed. We went from tracking customers on spreadsheets (and even in rolodexes) to tracking them and their attendant opportunities with software. It wasn’t long before reps started to feel the purpose of a CRM was more about preserving their contacts for their replacement than it was about making their lives easier. After all, back then it wasn’t much easier than updating a rolodex!


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ACCOUNT BASED DATA

SugarCRM Named to Constellation ShortList for B2C Marketing Automation for Small and Midsize Business for Second Year Running

SugarCRM | August 29, 2022

SugarCRM today announced its Sugar Market solution has been named to the Constellation ShortList™ for B2C Marketing Automation for Small and Midsize Business in Q3 2022 for the second year running. This recognition comes on the heels of Sugar Market being shortlisted by Constellation for addressing the unique needs of the B2B SMB sector. Constellation Research advises leaders on leveraging disruptive technologies to achieve business model transformation and streamline business processes. The Constellation ShortList for B2C Marketing Automation for Small and Midsize Business provides an overview of software that enables small and midsize companies to build and scale brand awareness and loyalty through personalized campaigns, social engagement, and commerce-focused interaction. According to the ShortList report, authored by Constellation Research Vice President and Principal Analyst Liz Miller, “B2C SMB organizations are looking for powerful marketing and engagement automation engines that balance the need to create repeatable and sustainable interactions with consumers while scaling for growth and utilization in periods of rapid growth and evolution. Small teams want easy-to-use, functional marketing automation solutions with features that can grow with the business and the customer, without the need for large IT, developer or large costly specialized teams to get systems and campaigns up and running.” “It’s an honor to earn back-to-back Sugar Market ShortList rankings for the second consecutive year by the esteemed analysts at Constellation Research,” said Christian Wettre, Senior Vice President and General Manager, Sugar Platform, SugarCRM. “It’s an honor to earn back-to-back Sugar Market ShortList rankings for the second consecutive year by the esteemed analysts at Constellation Research,” said Christian Wettre, Senior Vice President and General Manager, Sugar Platform, SugarCRM. “Personalizing the customer experience sits at the heart of modern marketing. We’re proud to offer a leading AI-driven marketing automation solution that lets the platform do the work to put forth meaningful, relevant customer communications at scale to help fuel business growth.” Sugar Market is designed to make the hard things easier for marketers with a curated toolset that includes intuitive campaign builders, advanced automations, and superior reporting. As such, Sugar Market is empowering companies to turn automation into sustainable business transformation that delivers efficiencies and profitable results: Funds2Orgs freed up 50 percent of sales professionals’ time by automating lead emails, tracking inventory and fundraiser status, and simplifying workflows across teams. Tax Saving Professionals accelerated marketing campaign creation 10x, while reducing marketing workload. The delivery of highly personalized customer experiences, critical to brand loyalty, remains a challenge for many organizations. According to Sugar’s survey of 1,600 global sales and marketing professionals worldwide, more than eight in ten sales and marketing leaders (81%) believe their customers leave because of a lack of communication and personalized, relevant messaging. Sugar Market takes the guesswork out of creating personalized marketing campaigns and replaces it with science – leveraging artificial intelligence (AI) to quickly segment various audiences, identify ideal customer profile, and engage more effectively with those segments. With SugarPredict, Sugar Market generates customer insights that help create new marketing strategies accordingly by identifying the most promising leads to increase conversions, making personalized recommendations and next-best-action throughout the customer journey, and spotting cross-sell, and up-sell opportunities based on predicted needs to drive revenue growth. About SugarCRM SugarCRM is how marketing, sales, and service teams finally get a clear picture of each customer to help businesses reach new levels of performance and predictability. Sugar is the CRM platform that makes the hard things easier. Thousands of companies in over 120 countries rely on Sugar to achieve high-definition CX by letting the platform do the work. Headquartered in Silicon Valley, Sugar is backed by Accel-KKR.

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BUYER INTENT DATA

Clearbit Releases Weekly Visitor Report 2.0

Clearbit | September 05, 2022

Clearbit is a marketing intelligence solution that helps B2B marketing and revenue teams activate their ICP so they can grow faster and smarter. Clearbit’s Weekly Visitor Report gives customers free access to an interactive dashboard of the companies visiting their site and this new version includes intent data, visitor tagging, sharing, filtering, channel analysis and more. Back-Of-The-Box Details The Weekly Visitor Report Version 2.0 aims to identify, track and take action on a company’s highest-intent prospects through: Intent Data: Identifying prospects based on increases in week-over-week website activity to high-intent pages; Company Profiles: Accessing more data points to qualify and take action on companies that meet customer’s ICP; Prospect List: Tagging, tracking and sharing companies that users want sales to pursue; Traffic Quality Data: Validating marketing efforts and spending by seeing firmographic breakdowns of traffic by channel; and New Filters: Increasing focus by sorting or hiding by intent, customers, competitors, etc. Who It's For The Weekly Visitor Report tool is designed for marketing, growth and demand generation professionals looking to gain deeper insight into who’s visiting their website and alert sales when prospects are showing intent to increase conversions. What It Solves It seeks to eliminate pipeline FOMO by revealing which companies are ready to buy now, including companies interested in solutions and those visiting a company’s site that haven’t filled out a form to identify themselves. What Makes It Special The Weekly Visitor Report 2.0 de-anonymizes companies visiting a customer’s website and sends an interactive summary of the ones that visited the site the most.

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ABM ACCOUNTS

RollWorks' ABM Play Generator Makes it Easier for Anyone to Start Their ABM Journey

RollWorks | September 16, 2022

RollWorks, the account-based marketing (ABM) platform and division of NextRoll, today made it even easier for anyone to start their ABM journey. In partnership with Bombora and Sendoso, the company launched the RollWorks ABM Play Generator, an intuitive but easy to use, free tool that gives anyone actionable ABM plays, personalized for their individual business goals. By answering five simple questions such as "What Primary Impact are you Looking to Make with ABM?," anyone can receive an instant custom ABM play with easy steps to put into action immediately. They will also receive a copy, a recommended bonus play, and marketer-to-marketer video walk through. The ABM Play Generator is ideal for B2B marketing professionals at companies with more than 20 employees, and those in SaaS or professional services organizations. "Whether you're just getting started with ABM or looking for some fresh ideas to add to your current ABM programs, there is no one-size-fits all approach to ABM. The new RollWorks ABM Play Generator is a clever, super easy to use tool that gives any business an immediately actionable ABM play based on your unique circumstances," said Jodi Cerretani, VP of Revenue Marketing, RollWorks. All RollWorks ABM Play Generator plays include steps to engage target audiences, calls to action, suggested channels, measurement, and pro tips, and are rated according to play cost, difficulty to execute, and outcome. Snapshot of popular plays: The ABMifier: Fire Up Your 1: Many Channels: Ideal for B2B professionals who may experience flat pipelines despite incoming leads, the feeling of being ignored when passing leads to Sales, and needing more leads. The Pipeline Cruncher: Action In-Market Accounts to Fill Demand Gap: For these marketers who need to hit their pipeline goals, this play recommends to: Start with your high-fit accounts; segment your high-fit, high engagers; identify key personas in high-fit, highly-engaged accounts; and examine trends based on latest activity data. The Quality Qualifier: Nurture "Fit" Accounts to Pass Off Sales-Ready Accounts: For professionals who may use account scoring that may not be specific enough or ensure quality MQAs, need more MQA handoff opps from Sales, need to go beyond lead scoring's opted-in leads to show the entire potential of unknown buyers at an account. "The RollWorks ABM Play Generator is a creative tool to help account-based marketers build a play relevant to their business and the impact they're looking to make with ABM. It provides useful tips and recommended actions that are easy to understand for marketers just beginning their ABM journey." – Marissa Carter, Demand Marketing Manager, Bombora "The RollWorks ABM Play Generator is a creative tool to help account-based marketers build a play relevant to their business and the impact they're looking to make with ABM. It provides useful tips and recommended actions that are easy to understand for marketers just beginning their ABM journey." – Marissa Carter, Demand Marketing Manager, Bombora "Sendoso is really excited to partner with RollWorks on the ABM Play Generator. It's a fantastic tool to get real and actionable ABM recommendations that you can put to work immediately to help hit your H2 pipeline goals." – Mollie Leon, Senior Demand Generation Manager, Sendoso Learn more and get your free, customized ABM play today. About RollWorks RollWorks, a division of NextRoll, 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.

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ACCOUNT BASED EXECUTION

AdDaptive Intelligence Launches New Website and Logo

AdDaptive Intelligence | September 30, 2022

This week, AdDaptive Intelligence, the leading provider of account-based advertising and analytics, has released a new logo and website. "We started by exploring our business strategy, internal strengths, and market opportunities," explained Laura Goldstone, senior director of communications and branding strategy at AdDaptive. "Then we crafted messaging and designs that conveyed our differentiators most effectively. Strategic planning and cohesion throughout enabled a full brand refresh that spans all of our content, building on and elevating our voice and presence in the market." The new design's elements include: The gradient represents movement, adaptability, and depth as well as sleekness and tech-savviness. The logomark matches the A in AdDaptive. Its shape conveys AdDaptive's emphasis on analytics and success by representing a bar chart growing from left to right. When rotated, it can also resemble a marketing funnel, representing AdDaptive's ability to move key accounts toward clients' KPIs. The tagline informs audiences that they will achieve Smarter B2B Advertising by working with AdDaptive. "The ultimate goal of this project was to elevate our visual identity and tell an authentic story that embodies who AdDaptive is, what we do, and where we excel," said Alexandra Singer, senior graphic designer at AdDaptive. "Every decision in this process was intentional and strategic and done with our mission and vision in mind." While designing their new logo in-house, AdDaptive concurrently worked on a new website that would showcase this new design while also conveying their brand's narrative in a more compelling and data-driven manner. AdDaptive worked with web design agency Bop Design to produce a sleek, optimized, and organized website that conveys AdDaptive's value proposition clearly and thoroughly and provides intuitive navigation and flow. "We're excited that our new site leads with transparent, comprehensive account-based analytics, which is a main differentiator for AdDaptive," said co-founder Patrick Shea. "We're excited that our new site leads with transparent, comprehensive account-based analytics, which is a main differentiator for AdDaptive," said co-founder Patrick Shea. Co-founder Kevin O'Malley added, "Beyond the unique reporting we provide, our new site dives into how to use those insights strategically and how to ensure your campaigns are set up to yield successful results across marketing, sales, and overall business goals. We're excited for our website to walk through the customer journey step by step and hope this new layout provides a positive experience for all visitors." AdDaptive's customer journey as laid out on the new site is cyclical, starting with audience discovery either in the form of an ABM list or custom-built firmographic segments; leading into media activation and campaign deployment either through AdDaptive's curated deals offering or through AdDaptive's accounts management team; feeding into transparent insights in various analytics reports (namely Campaign Analytics and Site Analytics). But it doesn't stop there: AdDaptive's team then acts as strategic consultants, coaching agencies and brands on how to make analytics reports actionable. AdDaptive's team works with its customers to make effective advertising decisions by exploring the insights in previous campaigns' analytics reports and refining their target audience, KPIs, and budget in subsequent campaigns, thus feeding into the cycle for long-term success. "Storytelling is at the heart of how we connect with our customers on a human level," Goldstone went on to say. "While we lead with our insightful analytics and technological capabilities, the way we convey the power and value of those solutions is through stories - stories about the customer, internal teams, and the market. And when stories are supported by strong design, trust among customers increases exponentially and builds a virtuous cycle with tremendous upside." Readers can view the new website and logo at www.addaptive.com. About AdDaptive: AdDaptive Intelligence is the leading provider of Account-Based Advertising and Analytics. Deploying display, native, video, CTV, and audio campaigns for B2B audiences, AdDaptive's proprietary technology bridges offline and online data, optimizes ad campaigns, and provides transparent B2B analytics to help clients reach the accounts that matter most. The result is the industry's most accurate and strategic B2B ABM solution. For more information, visit https://www.addaptive.com/blog/ or follow AdDaptive on LinkedIn, Twitter, or Facebook.

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Spotlight

The first CRM launch truly changed the way sales were managed. We went from tracking customers on spreadsheets (and even in rolodexes) to tracking them and their attendant opportunities with software. It wasn’t long before reps started to feel the purpose of a CRM was more about preserving their contacts for their replacement than it was about making their lives easier. After all, back then it wasn’t much easier than updating a rolodex!

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