BUYER INTENT DATA

ZoomInfo Acquires Clickagy To Enhance Its Intent Data Offering

ZoomInfo | October 30, 2020

B2B database ZoomInfo has acquired digital marketing intelligence provider Clickagy to enhance its go-to-market intelligence platform and improve users’ ability to engage prospects and target accounts. The acquisition will allow ZoomInfo to absorb Clickagy’s behavioral intent data from more than 300,000 publishing domains into its own platform, providing sales and marketing professionals with processed insights into their customers’ buying behavior and intent signals. As a result, users will have access to higher-quality intent data to leverage at scale.

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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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CORE ABM

Bynder Acquires Content Operations Platform GatherContent

Bynder, GatherContent | March 07, 2022

Bynder, the global leader in digital asset management (DAM), has acquired GatherContent, a Content Operations platform, to expand its footprint in the digital ecosystem and provide a comprehensive platform for delivering content that creates powerful digital experiences. With the acquisition of GatherContent, Bynder will add collaborative workflow and editorial processes for content creation capabilities to its unique, centralized platform to empower teams across industries to easily manage the entire content creation lifecycle—from visual production, through text creation into approved structured content ready for distribution to all channels across an omnichannel strategy. Even as the demand for content has dramatically increased in the past few years, recent research shows that 60 percent of marketers either had no content marketing strategy or had one that was completely undocumented. This acquisition will help customers meet the need to create and assemble growing volumes of text and creative content to support omnichannel consumer buying journeys. Creating that journey requires a holistic view of content with a combination of text, images, and more structured into a cohesive story. While DAM is the single source of truth for storing, categorizing, and serving digital creative assets, the editorial process for content creation has historically taken place outside of that ecosystem. “Working within a secure environment is paramount,” said Joy Price, Head of Digital Marketing at Howard Kennedy & GatherContent Customer Advisory Board member. “However, for a marketing team focussing on podcast and video production, the speed at which we can share large files is prohibitive. A solution that can combine content and large asset sharing is very attractive.” GatherContent helps stakeholders across the process make sure content gets created, reviewed, and approved as quickly as possible. Uniting GatherContent and Bynder DAM removes the silos between content operations and DAM and offers marketers: A centralized platform for content teams to collaborate on creating structured content combining text and digital assets The ability to use templates and reusable components to scale up production of text content Custom workflows, allowing teams to maintain confidence in the quality of content as they scale up The capability to deliver content towards all channels used for your customer experience Based in the United Kingdom, GatherContent currently serves 1,100 customers, including Intel, NHS, Volkswagen, Vanguard, VMLY&R. As part of Bynder’s commitment to investing in other European-grown technology companies to serve a global customer base, GatherContent will be a standalone product within the Bynder product portfolio as GatherContent by Bynder. “When Bynder looked at ways we could further expand our footprint and enable our customers across the entire creation and distribution lifecycle, GatherContent rose to the top,” said Bob Hickey, CEO of Bynder. “When Bynder looked at ways we could further expand our footprint and enable our customers across the entire creation and distribution lifecycle, GatherContent rose to the top,” said Bob Hickey, CEO of Bynder. “The powerful combination of DAM and Content Operations will make a measurable impact allowing brands to execute with speed and accuracy in a complex digital economy. Alice Deer is an exceptional leader and role model for women in technology who founded and built a world class business. Alice in her new role will lead our strategy on scaling content operations for our combined 3200+ customers.” “I’m so proud of what this next chapter will bring for GatherContent, and how it positions Bynder to solve the wider Content Operations problem,” said Alice Deer, CEO of GatherContent. “During the past decade at GatherContent, we focused on creating a platform that brings together people, process and technology to improve their Content Operations. Now we are elevating that vision and enabling teams to collaborate on creating structured content, enabling mission critical KPIs like content time to market, content SLAs and content readiness - across all of their channels and content types. I look forward to continuing to drive forward this vision within Bynder, alongside Angus Edwardson, GatherContent’s co-founder, who will join as Technical Director.” About Bynder Bynder is a global leader in digital asset management (DAM), providing brands with the most powerful creative content engine to deliver personalized digital experiences. A scalable SaaS solution recognized for its intuitive user experience, Bynder helps more than 1.4M users across over 2200 organizations, including Spotify, Puma, and Icelandair, provide the right, on-brand assets across the enterprise. Founded in 2013, Bynder has since grown to over 450 employees in seven offices around the globe, including the Netherlands, USA, Spain, UK and UAE. The company is backed by Insight Partners. For more information, visit www.bynder.com. About GatherContent GatherContent is a Content Operations platform that brings together people, process and technology. GatherContent has helped thousands of businesses save time and money, improve content quality, and reduce regulatory risk. The platform replaces the broken status quo of docs, spreadsheets, shared drives, and emails. These tools weren't designed to manage high volume content production and workflow when many stakeholders are involved. Recognized as a Content Distribution Leader, Creation High Performer in G2's Summer 2021 report, GatherContent is free to try, quick to set up and very easy to use. Learn more at https://gathercontent.com.

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CORE ABM

Folloze and GetIT Partner on Powerful Personalized ABM Solutions to Enhance B2B Buyer Journeys

Folloze, GetIT | April 11, 2022

Folloze and GetIT today announced an agency partnership that will package the Folloze B2B Buyer Experience Platform with GetIT’s account-based marketing (ABM) solutions for the technology, IT and telecom markets. The partnership solves a common challenge for frontline marketers: Bringing ABM and other vital marketing solutions to market quickly — a process that can often take months. With Folloze, GetIT eliminates the need for time-consuming integration and coding activities to offer its clients a ready-made solution that includes content curation and a personalized content hub. “Personalized content curation and presentation are critical components of all ABM work,” said Anol Bhattacharya, CEO of GetIT, based in Singapore. “Personalized content curation and presentation are critical components of all ABM work,” said Anol Bhattacharya, CEO of GetIT, based in Singapore. “In most cases, the time to go live between account strategy and implementing a personalized content hub can make or break the ABM process. By fusing our buyer enablement content with the Folloze B2B Buyer Experience Platform, we’re redefining the dynamics of the B2B buyer journey.” Optimizing the B2B Martech Stack GetIT plans to roll out the bundled solution to several of its clients in the Asia Pacific market, with Telecom Malaysia being the first to launch this month. Other IT and telecom clients include Google Cloud, AWS, Orange Business Service and Telecom Indonesia, among others. “Most B2B marketers are overwhelmed with the task of building a martech stack without adding complexity. That’s what Folloze does best,” Bhattacharya said. “It’s all about solving a specific set of business problems and improving the buyer experience. And because Folloze is platform agnostic, we can confidently say to our clients that Folloze will fit right into whatever tech stack they’re using.” The Folloze Buyer Experience Platform is fully extensible and built to easily integrate with and complement any martech infrastructure. It is designed to fill any frontline marketing need, from ABM penetration to demand generation, personalized content development and channel optimization. “We can now offer a powerful solution to scale ABM buyer journeys, putting them in exactly the right context and with the right structure behind it,” said Randy Brasche, VP of Marketing for Folloze. “We enable frontline marketers to easily build highly engaging, personalized content destinations across the entire B2B buyer journey to drive deeper account engagement and stronger revenue growth.” Aligning Sales and Marketing Teams The combined solution will be a game-changer for improving sales and marketing alignment. “More than 90 percent of ABM projects fail because there is little or no alignment,” Bhattacharya said. “This partnership creates an effective mechanism to bridge the gap between sales and marketing teams.” Folloze VP Brasche added, “Marketing is increasingly accountable for driving revenue. Together, we’re empowering frontline marketers to provide accurate insights to sales and tighter orchestration of the revenue process.” Folloze Growing Agency Partnerships With this latest partnership, Folloze is putting packaged, personalized buyer experiences into the hands of marketing agencies so they can inspire their clients to do more with account-based marketing. “We envision these agency partnerships as a promising channel for us to influence a new era of high-touch buyer journeys,” Brasche said. “We’re delighted to bring all of our expertise to bear and work with great agencies like GetIT.” GetIT agrees that Folloze is up to the task. “I was blown away with the enthusiasm the Folloze team has for delivering digitally rich B2B buyer journeys,” Bhattacharya said. “They really believe in their product, and that belief is contagious. As a partner, their team has been super responsive, helping us train our people and close deals fast.” To learn more about GetIT ABM solutions or the Folloze B2B Buyer Engagement Platform, go to: https://getit.marketing/account-based-marketing/ About Folloze Folloze provides the leading B2B Buyer Experience Platform. Folloze empowers sales and marketing teams to quickly create rich, personalized, and value-added experiences that maximize the revenue impact across the entire customer journey — with no coding required. Top B2B brands, including Autodesk, RingCentral, Cisco, and ServiceNow trust Folloze to boost customer engagement, revenue growth, and expansion across their target accounts. To learn more, visit https://www.folloze.com/. About GetIT GetIT provides B2B technology, telecom, and IT marketers in JAPAC with the strategies, blueprints, services, martech, products and programs to create end-to-end marketing success. GetIT exists to help marketing teams cut through complexity, and drive initiatives that generate real value. With GetIT, marketers will be able to drive powerful, optimized, and efficient campaigns; boost sales and marketing ROI; strengthen channels; and enhance the productivity of internal teams.

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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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Spotlight

Inbound marketing progress takes time and commitment. Start prioritizing and implementing these 100 inbound marketing tips, and you'll be sure to see improvement in key inbound marketing metrics like website traffic, leads and closed sales.

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