ZoomInfo Launches ‘Intent’ Solution to Help B2B Companies Identify, Prioritize and Engage Sales Leads Based on Buying Signals

ZoomInfo | April 09, 2020

ZoomInfo, the global leader in go-to-market (GTM) intelligence solutions, today announced the launch of ZoomInfo Intent, a new, B2B-specific solution that leverages proprietary machine learning technology to shed light on purchasing signals for marketing and sales professionals. ZoomInfo Intent pinpoints what prospects and customers to engage with and when—enabling go-to-market teams to get in front of existing prospects earlier in the sales cycle, identify new leads based on buying signals generated across the internet, and maximize customer growth and retention by knowing if they’re researching the competition. ZoomInfo Intent is now available within the ZoomInfo Powered by DiscoverOrg platform.

According to Sirius Decisions, 67% of the research done to inform buying decisions of B2B products is done before ever connecting with a sales rep. ZoomInfo Intent prepares sales and marketing teams for action by notifying them when a customer or prospect signals that they’re in-market and ready to talk. Companies that rely on ZoomInfo Intent can customize the signals they monitor to ensure the data they receive matches their own unique business and product offerings, turning a prospect’s research behavior into meaningful conversations.

Spotlight

If you read our previous blog post, you should have a considerable amount of knowledge on Account Based Marketing (ABM). Previously, we focused on the buzz around Account Based Marketing and how B2Bs are increasingly attracted towards it. If you are one of the 84% of companies that believe ABM provides significant benefits for retaining and expanding customer relationships, these are a few stats you need to know.


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ACCOUNT BASED EXECUTION

Skydeo Launches B2B *AccountsGraph for Account Based Marketing (ABM)

Skydeo | January 19, 2022

Skydeo launches *AccountsGraph B2B audience segments for account-based advertising on programmatic, CTV and social platforms. “AccountsGraph audiences are a major step forward for B2B advertisers and Account Based Marketing (ABM)”, said Brad Brown, Managing Partner (emeritus) from McKinsey & Co., “Skydeo’s unique combination of B2B data with broad reaching mobile-first consumer data provides marketers the ability to target prospects much like LinkedIn but on any platform at lower cost of media. It's a compelling solution." SkydeoB2B segments include Firmographic and contact data by Company Name Job Title, Industry, Company Revenue, Company Employees as well technographic data based on the the technologies in use by company. *AccountsGraph lets B2B advertisers target prospects and customers by Company Name at scale. Reaching consumers by the company they work for is important for recruitment advertising and for selling B2B products & services in the finance, IT, Tech, Pharma and Human Resources sectors. Skydeo *AccountsGraph™ standard taxonomy of the Top 2000 companies in tech, finance, healthcare and other industries is available on Yahoo, TikTok, Google, LiveRamp, Kargo & StackAdapt. For list of the Top 5000 companies go to AccountsGraph.com or contact Skydeo for a custom audience. According to Skydeo CEO Mike Ford, "Since we launched SkydeoB2B we've seen a surge in B2B intent data so there is merit to launching AccountsGraph now. We help B2B advertisers rampup their Account Based Marketing." According to Skydeo CEO Mike Ford, "Since we launched SkydeoB2B we've seen a surge in B2B intent data so there is merit to launching AccountsGraph now. We help B2B advertisers rampup their Account Based Marketing." About Skydeo Skydeo is a leading provider of audience targeting, insights and measurement to leading brand advertisers, their agencies and platforms. Skydeo's mobile first platform includes over 15,000 unique segments across B2B & B2C audiences. https://skydeo.com

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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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BUYER INTENT DATA

NetLine's 2022 Content Consumption Report Reveals Unequaled New Buyer-Level Intent Findings

NetLine Corporation | March 31, 2022

Today, NetLine published its 2022 State of B2B Content Consumption and Demand Report for Marketers — a full-scale look into the platform's first-party content consumption and demand data from the previous 12 months. The company's annual report explores key insights from the content consumption behaviors of millions of B2B buyers, providing a data-backed foundation through which Marketers can guide their centric content demand generation marketing programs. NetLine's 2022 report also includes a brand-new section featuring buyer-level intent data. This portion breaks down insights captured via 72,000+ first-party buyer-level intent observations from a variety of industries in a multitude of categories, which allowed the company to share unrivaled observations of the true intentions of in-market buyers. In total, NetLine's platform recorded 4.6 million first-party and buyer-level registrations, a nine percent lift from the prior year. Additionally, NetLine reported a 19% acceleration in additional content registrations and a 3.6-hour increase in overall time to consume content. These figures lead the company to focus on specific trends, regarding buyers' ever-growing need for more content, the significance of sophisticated simplicity, and growing importance of an effective nurture program. The company believes highlighting these trends will enable B2B Marketers to better prepare to meet the needs of their buyers by reaching beyond company-level signals to rely to buyer-level outcomes. Additionally, the company's research revealed a sharp rise in interest in Lifestyle and Career focused content; specifically, regarding where they work, how to best protect their mental health, and how to navigate a new way of working. This behavior, which was previously quite rare within B2B audiences, highlights the tectonic shift in how businesses and professionals function. NetLine's research unearthed dozens of incredible insights into the behaviors of B2B buyers. Here are a few key highlights from this volume: 15.2% of B2B professionals expect to invest within the next six months. Professionals registering for webinars are 29% more likely to make a purchase decision within six months. Consumption within the Information Technology industry — the largest audience across NetLine's platform — increased 7.1%. Consumption across the C-Level rose 15.8%. Even though eBooks were the most in-demand format for users, representing 43.3% of all registrations, B2B Marketers promoted 20% more White Papers than eBooks. NetLine CEO Robert Alvin shared his thoughts on NetLine's 2022 report, specifically calling attention to the buyer-level intent findings. "The ability to answer the question of 'Who' your buyers truly are has eluded Sales and Marketing departments for decades," Alvin said. "With the revelations our Buyer-Level Intent capabilities deliver, we not only have visibility into 'Who' will be making a purchase decision, but also 'When.' Combined with our established consumption data, our 2022 B2B Content Consumption Report discloses precisely when buyers expect to make a purchase and highlights which signals you must be paying attention to to take advantage of these unparalleled observations." "The ability to answer the question of 'Who' your buyers truly are has eluded Sales and Marketing departments for decades," Alvin said. The company said that thanks to its first-party data obtained from B2B professionals actively consuming content across every stage of the buyer's journey, it's 2022 Content Consumption Report provides concrete behavioral insights and removes the guesswork for Marketers to make real-world decisions. About NetLine Corporation NetLine Corporation empowers B2B Marketers with the reach, technology, and expertise required to drive scalable lead generation results and accelerate the sales funnel. Operating the largest B2B content syndication lead generation network, NetLine reaches 125 million unique visitors and processes more than 700,000 leads monthly across 300 industry sectors. NetLine's AudienceTarget™ technology drives prospect discovery, quality customer lead acquisition, and buyer engagement from real prospect intent as professionals consume content directly across the network. Superior quality, on-demand access, and advanced campaign reports enable all clients to achieve lead generation success. Founded in 1994, NetLine is a part of Informa Tech, a FTSE100 leading provider of market insight and market access to the global technology industry. Successful B2B Marketers Start with NetLine. Visit www.netline.com.

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ACCOUNT BASED DATA

Contentgine Employs Artificial Intelligence and Machine Learning to Analyze Most Popular AI Content Among B2B Decision Makers

Contentgine | May 31, 2022

Contentgine®, the world leader in content-based marketing, today released its latest "Top 5" research ranking the most popular artificial intelligence (AI) content consumed by B2B decision makers and analyzed by its Content Indication Platform (CIP). To determine the category leaders, Contentgine's CIP employed machine learning and AI to examine content consumption across more than 3000 AI case studies, research papers, and eBooks syndicated from the world's largest B2B library. "AI software is not only a category in and of itself, but it is also a core component of other categories," said "Top 5 in 15" Series Host Robert Rose, best-selling author and chief strategy advisor for the Content Marketing Institute. "AI software is not only a category in and of itself, but it is also a core component of other categories," said "Top 5 in 15" Series Host Robert Rose, best-selling author and chief strategy advisor for the Content Marketing Institute. "We're talking about the core component of AI software that may or may not be embedded into other solutions to achieve advanced automation, decision insights, predictive measurement, targeting, personalization, content management, and conversational interfaces. Given the vast interest in this topic today, it's wonderful to see so many well performing assets available to decision makers." The Top 5 companies comprising the AI best-in-content chart include: #1 – Amazon Web Services – eBook: The Machine Learning Journey #2 – Alteryx – eBook: Analytic Process Automation: The Convergence of Analytics, Data Science and Process Automation #3 – DataRobot – eBook: AI: The Next Frontier for Healthcare Providers #4 – Pythian – Case Study for Canadian mining company Teck: Data Science Keeps World's Biggest Trucks Rolling #5 – Snowflake, in conjunction with Amazon Web Services – eBook: Machine Learning Within Reach The detailed findings are available in a new "Top 5 in 15" video as well as the "Top 5 Resource Center," where best practices, differentiators and commonalities are explored among the Top 5 category leaders. According to Rose, as businesses undergo digital transformation, there is a voracious appetite for AI education. Four of the top five most popular assets are eBooks, driving the actual value of AI to help businesses understand why and where they should invest in this advanced technology. "Marketers are putting artificial intelligence and machine learning tools to work to create and sustain smarter programs for better demand generation and content indication," said Ian Dix, chief marketing officer for Contentgine. "Contentgine's CIP analyzes content performance across more product categories than other leading content demand gen and account based marketing (ABM) platforms to provide a wealth of first-person leads and a tool for gauging how our clients' content performs versus their competitors. It's a game changer moving from content marketing to intent marketing by gaining a better understanding of who is choosing to engage with what content and why." CIP mines one billion engagement signals quarterly from content interactions with the world's largest B2B library of more than 500,000 case studies, white papers, and eBooks to deliver advanced market intelligence. The platform identifies personalized content consumption patterns of tens of millions of professionals to determine 360-degree intent—with complete contact, company, and content consumption visibility. In addition, because Contentgine knows the exact asset consumed, it provides industry-leading content intelligence, comparing performance within product categories to give organizations more insights into how their content compares to competitors. Recent "Top 5 in 15" video episodes focus on popular topics such as software-defined wide area networking (SD-WAN), customer relationship management (CRM) and data analytics. In addition to videos, Contentgine has published a Top 5 resource center, featuring content-based marketing insights around these topics and more including cloud infrastructure monitoring, database solutions, and AP automation. About Contentgine Contentgine is a leader in content-based marketing, content syndication, intent marketing and demand generation. The company is witnessing explosive growth by utilizing a unique way of offering business solution information to business professionals. Its unique Perpetual Engine syndicates content from Contentree, the world's largest business-to-business (B2B) library to engage with the right audience at the right time. The industry's first Content Indication Platform (CIP) analyzes content consumption and intent to produce the most precise first-person intent data for advanced, actionable insights. For more information, visit www.contentgine.com. Follow us on LinkedIn.

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Spotlight

If you read our previous blog post, you should have a considerable amount of knowledge on Account Based Marketing (ABM). Previously, we focused on the buzz around Account Based Marketing and how B2Bs are increasingly attracted towards it. If you are one of the 84% of companies that believe ABM provides significant benefits for retaining and expanding customer relationships, these are a few stats you need to know.

Resources