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The Best Resources for Account-Based Marketing

I’ve spent the past few weeks discussing account-based marketing (ABM), a powerful but under-implemented strategy. My first post covers the history of account-based marketing, from the “Mad Men” days of the 1950s to today. My second post reviews the reasons B2B firms should implement account-based marketing.

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The Channel Company

The Channel Company is enabling technology partnerships across the channel eco-system. With more than 3 decades of experience as the premier provider in the channel, The Channel Company helps the IT Channel with communication, recruitment, enablement, engagement, demand generation, and intelligence.

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Core ABM

How to Adapt B2B Digital Marketing to the Buyer Journey in 2020

Article | June 20, 2023

Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Once we understand what’s already working for a client, we can then apply an informed strategy to amplify their successes. Occasionally, we may also recommend that a client step back from a few marketing tactics that might not be working well enough.

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Buyer Intent Data

5 Must-ask Questions about ABM Strategy Implementation

Article | March 6, 2023

ABM in Marketing Account-based marketing (ABM) is diametrically opposite of traditional marketing. Instead of targeting all kinds of customers with generic content, it targets only the most lucrative accounts using personalized content. This concentrated targeting results in more conversions, longer business associations, expansion, and account retention. In an interview with Media 7, Clive Armitage, CEO of Agent3, said, “If you are not utilizing the power of data, technology and content then you are failing to be a modern marketer.” ABM leverages firmographic data (basic info), technographic data (data about the kind of technology the lead uses), intent data (lead behavior), and engagement data (data gained through form filling, and event attendance) to target accounts and segment them based on priority. A 2020 benchmark study by the Information Technology Services Marketing Association (ITSMA) found that 76% of companies reported a higher ROI with ABM than other marketing types. How Does ABM Contribute to Revenue Growth? ABM drives higher ROI and measurable sales using marketing campaigns created by both sales and marketing teams. A successful ABM strategy has components like these: Targeting the right accounts and managing them Cross-channel engagement Measuring and dynamically optimizing the ABM programs using specialized dashboards to map targets, programs, and revenue metrics created by an account-based marketing software ABM helps scale business revenue in the following ways: Shows a Clear ROI Businesses prefer precise results from their marketing strategies. ABM prioritizes ROI. It gives the highest ROI compared to any other B2B marketing strategy because it targets the highest-value accounts that meet defined criteria through custom campaigns addressing their needs and pain points. Helps with Resource Allocation ABM focuses only on high-value accounts. Consequently, companies can allocate their resources better and save time and money. Engages the Audience Personalized content means targeted accounts see only the content they can relate to so there is increased engagement and interaction. Can Be Tracked Every Step of the Way ABM metrics can be tracked every step of the way, so there is a clear idea of what is working and what isn’t. Important metrics include ROI, engagement, awareness, target account reach, and influence. Aligns Sales and Marketing Teams ABM aligns sales and marketing teams by helping them find common ground for their goals and objectives. 5 Must-ask Questions about ABM Strategy Implementation Account-based marketing questions about ABM technology and strategy arise when businesses transition from traditional lead generation techniques to ABM. The following five must-ask questions about account-based marketing can be the keys to transitioning to ABM: How to Create an ABM Strategy That Works? To create an ABM strategy that works, follow these steps: Define your target accounts. Identify the key decision-makers of your target accounts. Personalize your content to cater to your target accounts. Choose appropriate channels to approach your target accounts. Formulate campaigns to engage the target accounts. Measure the success of your campaign using correct metrics. What Things Should You Consider Before Allocating a Budget for ABM? It is pretty challenging to find the correct answer to this question. The cost of tools, channels, and individual items keeps varying. Money spent on-field events, content creation to cater to target accounts, ads, trade shows, research, and intent data collection factors into budgeting. To make budgeting easier, consider bifurcating the expenses into categories like technology (CRM, marketing automation systems, and data management platforms), human resources (data analysts, social media associates, and content strategists), events (one-on-one meets, trade shows, and webinars), media campaigns and direct mail. How to Decide on the Size of the Target Accounts? The size of your target accounts depends on your business goals (acquisition, retention, expansion), team size, and initiatives on an organizational level. Tiering accounts into three categories using data, technology, and thorough research has worked out for several businesses. Tier 1: These are the accounts that fit your ideal customer profile (ICP) bill perfectly and have high strategic value. Tier 2: These accounts have an excellent ICP but lower lifetime value. Tier 3: These accounts meet only some criteria of ICP. Pursue these accounts but don’t go overboard to get their business. What Metrics Should Be Used to Map ABM Success? The biggest advantage of an ABM strategy is that its success can be measured. To measure this success, you need to focus on important KPIs like: Engagement: This includes email metrics, social metrics, consumption rates, and offline activity metrics. Awareness: This KPI measures how aware your target accounts are of your brand, how credible they think it is and how they respond to it. Influence: Measure how your ABM campaign contributes to the lead conversion rate, and increase the frequency and volume of your lead interactions. Target Account Reach: With the help of ABM tools, this KPI measures the percentage of the target account’s engaged decision-makers. ROI: Mapping ROI is essential for assessing the success of an ABM strategy. ABM gives better ROI as compared to other marketing strategies. Other metrics to consider are value, customer retention, and sales metrics. Who Should Be on the ABM Team? To begin with, your ABM team should have leadership that knows ABM and its implementation. Key decision-makers from the marketing, sales, and operations departments should be on this leadership team. It should work on setting goals, overseeing the implementation of the ABM strategy, and mapping its success. How DocuSign Used ABM to Increase Their Customer Engagement and Sales Pipeline by 22% “We have more awareness and educational content that’s reaching our non-engaged accounts. And we will dedicate a lower level of spend to that program so that we are prioritizing our spend on our more engaged accounts.” - Perri Gardner, Director of ABM, DocuSign. By using ABM to target high-value accounts and categorizing their spending based on the value of those accounts, DocuSign increased their customer engagement and sales pipeline by 22%. Conclusion Transitioning from a traditional marketing strategy to account-based marketing is vital to drive ROI, engagement, brand awareness, and influence. Correctly implementing an ABM strategy contributes to revenue growth through quicker lead conversions, proper allocation of resources, and a targeted approach. FAQ What is the first step in implementing an ABM strategy? The first step of implementing the ABM strategy is to define the accounts you want to target. Is ABM better than a traditional lead-based marketing strategy? Yes. As of 2021, 70% of marketers are using ABM and are seeing a remarkable increase in their ROI. What does an ABM strategy depend on? An ABM strategy depends on high-quality intent data. Content personalization, account segmentation, and lead nurturing cannot be achieved without it.

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Buyer Intent Data

Steps for Building an ABM Program like Salesforce

Article | October 7, 2022

Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy. In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began. "B2B companies should adopt ABM technology to level up their communications and react quickly." ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams. Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform? How Salesforce Created Its ABM Program Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program: Defining ABM Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts. An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are. By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services. Choosing a Suitable Account-based Platform Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program. Putting Together a Dedicated Team to Ensure ABM Program’s Success Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations. Identifying Strategic Target Accounts With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP). Engaging the Target Accounts After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI. Using Data for Continued Engagement Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage. Cultivating Customer Relationships Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with. Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously. By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI. How Salesforce Got a 30 Percent Close Rate by Using ABM Technology While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign. Creating an ABM Program like Salesforce Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue. To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next: Do you think ABM is right for your business? Are there any customer accounts that require special attention? Can your business fund expert consultation for ABM and eventually an ABM program? Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business. Conclusion ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth. FAQ How does ABM differ from a traditional lead generation marketing strategy? ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts. What is an ABM platform? An ABM platform is a technology that helps marketers run their ABM programs at scale. Why is ABM important in your marketing efforts? With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.

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ABM Accounts

Optimize Your ABM Strategy with Content Marketing

Article | July 19, 2022

Large companies in the B2B domain have adopted account-based marketing. They shook up their conventional content strategy to integrate an ABM-centric approach into client-facing content. Tailored content that caters to target accounts can help you achieve higher revenues. Here are five ways for you to fuse your ABM strategy with intelligent content marketing: Deep-dive into Researching Your Target Account Note positives about your target account, like high revenue, quick payment, hands-off implementation, etc. Find where your target accounts meet with similar industry profiles. Identify trends and conversations. Interact with these collectives and media outlets to identify pain points your product can solve. Determine Key Decision-makers Map the decision-makers' behaviors in the target account. Your content strategy should target vulnerable decision-makers. Find out about their lives, online habits, hobbies, professional philosophies, online communities, and social networks in real life. Develop a Personalized Content Strategy Create pillar content explaining how your product solves client problems. Link clustercontent to this pillar to explain its concepts. Each pillar of your pillar-and-cluster content strategy can target a different decision-maker persona. Personalized ABM increases deal closure by 2% and reduces marketing campaign costs by 40% (Source: Terminus) Use Targeted Landing Pages to Capture Leads Use pillar content to target ideal accounts. Targeted ad campaigns can drive prospects to lead-capture landing pages. Create landing pages where customers enter contact info for content. Sales and marketing teams can better target leads based on the landing page where they are captured. Improve Your Content Process Relevant content helps you reach your target account profile. You need to release content regularly and correctly. Many marketers use marketing automation content tools to achieve this. Wrapping It Up Supporting your ABM strategy with a robust content strategy tailored to target your key accounts can get you the conversions you expect.

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Core ABM

Top Account-Based Marketing Events for Marketers to Attend in 2023

Article | June 20, 2023

Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Once we understand what’s already working for a client, we can then apply an informed strategy to amplify their successes. Occasionally, we may also recommend that a client step back from a few marketing tactics that might not be working well enough.

Read More
Buyer Intent Data

Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | March 6, 2023

ABM in Marketing Account-based marketing (ABM) is diametrically opposite of traditional marketing. Instead of targeting all kinds of customers with generic content, it targets only the most lucrative accounts using personalized content. This concentrated targeting results in more conversions, longer business associations, expansion, and account retention. In an interview with Media 7, Clive Armitage, CEO of Agent3, said, “If you are not utilizing the power of data, technology and content then you are failing to be a modern marketer.” ABM leverages firmographic data (basic info), technographic data (data about the kind of technology the lead uses), intent data (lead behavior), and engagement data (data gained through form filling, and event attendance) to target accounts and segment them based on priority. A 2020 benchmark study by the Information Technology Services Marketing Association (ITSMA) found that 76% of companies reported a higher ROI with ABM than other marketing types. How Does ABM Contribute to Revenue Growth? ABM drives higher ROI and measurable sales using marketing campaigns created by both sales and marketing teams. A successful ABM strategy has components like these: Targeting the right accounts and managing them Cross-channel engagement Measuring and dynamically optimizing the ABM programs using specialized dashboards to map targets, programs, and revenue metrics created by an account-based marketing software ABM helps scale business revenue in the following ways: Shows a Clear ROI Businesses prefer precise results from their marketing strategies. ABM prioritizes ROI. It gives the highest ROI compared to any other B2B marketing strategy because it targets the highest-value accounts that meet defined criteria through custom campaigns addressing their needs and pain points. Helps with Resource Allocation ABM focuses only on high-value accounts. Consequently, companies can allocate their resources better and save time and money. Engages the Audience Personalized content means targeted accounts see only the content they can relate to so there is increased engagement and interaction. Can Be Tracked Every Step of the Way ABM metrics can be tracked every step of the way, so there is a clear idea of what is working and what isn’t. Important metrics include ROI, engagement, awareness, target account reach, and influence. Aligns Sales and Marketing Teams ABM aligns sales and marketing teams by helping them find common ground for their goals and objectives. 5 Must-ask Questions about ABM Strategy Implementation Account-based marketing questions about ABM technology and strategy arise when businesses transition from traditional lead generation techniques to ABM. The following five must-ask questions about account-based marketing can be the keys to transitioning to ABM: How to Create an ABM Strategy That Works? To create an ABM strategy that works, follow these steps: Define your target accounts. Identify the key decision-makers of your target accounts. Personalize your content to cater to your target accounts. Choose appropriate channels to approach your target accounts. Formulate campaigns to engage the target accounts. Measure the success of your campaign using correct metrics. What Things Should You Consider Before Allocating a Budget for ABM? It is pretty challenging to find the correct answer to this question. The cost of tools, channels, and individual items keeps varying. Money spent on-field events, content creation to cater to target accounts, ads, trade shows, research, and intent data collection factors into budgeting. To make budgeting easier, consider bifurcating the expenses into categories like technology (CRM, marketing automation systems, and data management platforms), human resources (data analysts, social media associates, and content strategists), events (one-on-one meets, trade shows, and webinars), media campaigns and direct mail. How to Decide on the Size of the Target Accounts? The size of your target accounts depends on your business goals (acquisition, retention, expansion), team size, and initiatives on an organizational level. Tiering accounts into three categories using data, technology, and thorough research has worked out for several businesses. Tier 1: These are the accounts that fit your ideal customer profile (ICP) bill perfectly and have high strategic value. Tier 2: These accounts have an excellent ICP but lower lifetime value. Tier 3: These accounts meet only some criteria of ICP. Pursue these accounts but don’t go overboard to get their business. What Metrics Should Be Used to Map ABM Success? The biggest advantage of an ABM strategy is that its success can be measured. To measure this success, you need to focus on important KPIs like: Engagement: This includes email metrics, social metrics, consumption rates, and offline activity metrics. Awareness: This KPI measures how aware your target accounts are of your brand, how credible they think it is and how they respond to it. Influence: Measure how your ABM campaign contributes to the lead conversion rate, and increase the frequency and volume of your lead interactions. Target Account Reach: With the help of ABM tools, this KPI measures the percentage of the target account’s engaged decision-makers. ROI: Mapping ROI is essential for assessing the success of an ABM strategy. ABM gives better ROI as compared to other marketing strategies. Other metrics to consider are value, customer retention, and sales metrics. Who Should Be on the ABM Team? To begin with, your ABM team should have leadership that knows ABM and its implementation. Key decision-makers from the marketing, sales, and operations departments should be on this leadership team. It should work on setting goals, overseeing the implementation of the ABM strategy, and mapping its success. How DocuSign Used ABM to Increase Their Customer Engagement and Sales Pipeline by 22% “We have more awareness and educational content that’s reaching our non-engaged accounts. And we will dedicate a lower level of spend to that program so that we are prioritizing our spend on our more engaged accounts.” - Perri Gardner, Director of ABM, DocuSign. By using ABM to target high-value accounts and categorizing their spending based on the value of those accounts, DocuSign increased their customer engagement and sales pipeline by 22%. Conclusion Transitioning from a traditional marketing strategy to account-based marketing is vital to drive ROI, engagement, brand awareness, and influence. Correctly implementing an ABM strategy contributes to revenue growth through quicker lead conversions, proper allocation of resources, and a targeted approach. FAQ What is the first step in implementing an ABM strategy? The first step of implementing the ABM strategy is to define the accounts you want to target. Is ABM better than a traditional lead-based marketing strategy? Yes. As of 2021, 70% of marketers are using ABM and are seeing a remarkable increase in their ROI. What does an ABM strategy depend on? An ABM strategy depends on high-quality intent data. Content personalization, account segmentation, and lead nurturing cannot be achieved without it.

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Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy. In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began. "B2B companies should adopt ABM technology to level up their communications and react quickly." ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams. Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform? How Salesforce Created Its ABM Program Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program: Defining ABM Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts. An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are. By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services. Choosing a Suitable Account-based Platform Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program. Putting Together a Dedicated Team to Ensure ABM Program’s Success Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations. Identifying Strategic Target Accounts With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP). Engaging the Target Accounts After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI. Using Data for Continued Engagement Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage. Cultivating Customer Relationships Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with. Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously. By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI. How Salesforce Got a 30 Percent Close Rate by Using ABM Technology While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign. Creating an ABM Program like Salesforce Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue. To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next: Do you think ABM is right for your business? Are there any customer accounts that require special attention? Can your business fund expert consultation for ABM and eventually an ABM program? Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business. Conclusion ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth. FAQ How does ABM differ from a traditional lead generation marketing strategy? ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts. What is an ABM platform? An ABM platform is a technology that helps marketers run their ABM programs at scale. Why is ABM important in your marketing efforts? With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.

Read More
ABM Accounts

Optimize Your ABM Strategy with Content Marketing

Article | July 19, 2022

Large companies in the B2B domain have adopted account-based marketing. They shook up their conventional content strategy to integrate an ABM-centric approach into client-facing content. Tailored content that caters to target accounts can help you achieve higher revenues. Here are five ways for you to fuse your ABM strategy with intelligent content marketing: Deep-dive into Researching Your Target Account Note positives about your target account, like high revenue, quick payment, hands-off implementation, etc. Find where your target accounts meet with similar industry profiles. Identify trends and conversations. Interact with these collectives and media outlets to identify pain points your product can solve. Determine Key Decision-makers Map the decision-makers' behaviors in the target account. Your content strategy should target vulnerable decision-makers. Find out about their lives, online habits, hobbies, professional philosophies, online communities, and social networks in real life. Develop a Personalized Content Strategy Create pillar content explaining how your product solves client problems. Link clustercontent to this pillar to explain its concepts. Each pillar of your pillar-and-cluster content strategy can target a different decision-maker persona. Personalized ABM increases deal closure by 2% and reduces marketing campaign costs by 40% (Source: Terminus) Use Targeted Landing Pages to Capture Leads Use pillar content to target ideal accounts. Targeted ad campaigns can drive prospects to lead-capture landing pages. Create landing pages where customers enter contact info for content. Sales and marketing teams can better target leads based on the landing page where they are captured. Improve Your Content Process Relevant content helps you reach your target account profile. You need to release content regularly and correctly. Many marketers use marketing automation content tools to achieve this. Wrapping It Up Supporting your ABM strategy with a robust content strategy tailored to target your key accounts can get you the conversions you expect.

Read More
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Spotlight

The Channel Company

The Channel Company is enabling technology partnerships across the channel eco-system. With more than 3 decades of experience as the premier provider in the channel, The Channel Company helps the IT Channel with communication, recruitment, enablement, engagement, demand generation, and intelligence.

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Account Based Data

DemandScience’s End-to-End B2B Demand Generation Products Earn 50 Awards in Winter 2024 G2 Reports

GlobeNewswire | January 10, 2024

DemandScience, a leading B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned 50 awards in G2’s Winter 2024 reports. This is the second consecutive quarter DemandScience has won 50 or more G2 awards. Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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ABM Accounts

NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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Buyer Intent Data

RollWorks Receives Leadership Badges for Best Estimated ROI and Best Results in Retargeting in G2's Fall Grid Report, Only ABM Vendor in Each Cate

PR Newswire | November 01, 2023

Account-based platform RollWorks, a division of NextRoll, today announced that in the G2 Fall 2023 Grid Report, it received 52 Leader badges and was ranked number one in 18 reports, up from 16 in the Summer 2023 report. RollWorks is the only ABM vendor to receive badges for Best Estimated ROI and Best Results in Retargeting for Enterprise-Account Data Management - an impressive addition to the already well-rounded badges received in this quarter's G2 report. RollWorks also maintained its leadership position in grid reports for Account-Based Advertising, Buyer Intent, Account Data Management and Account-Based Orchestration. This is further proof that RollWorks is truly designed for impact – creating easy-to-use products that offer unmatched data and knowledge of buyers and generate ROI. Additional areas of leadership recognition in the report were: Design for Impact Easiest Admin Easiest Setup Easiest Use Best Relationship MostImplementable Data Depth: Account-Based Analytics Buyer Intent Data Tools Marketing Account Intelligence Connected Ecosystem Cross-Channel Advertising Display Advertising Retargeting Segment Leadership Social Media Advertising RollWorks has been consistently named a Leader by G2 over the last several years and has seen an uptick in industry recognition. In fact, RollWorks has received 415 G2 reviews, which has more than doubled year-over-year. This report is RollWorks best showing to date, with 307 reports and 101 badges for the company. As the only ABM vendor to be recognized for estimated ROI and retargeting, customers of RollWorks typically experience a 15% lift in revenue, as well as a 16% boost in opportunities created and a 20% increase in lead conversions, all within just six months of partnership. We are incredibly excited and honored to receive so many Leader badges in this G2 Report and are thrilled that each quarter continues to surpass the one before it, said Jodi Cerretani, VP of Revenue Marketing at RollWorks. We wouldn't be where we are without our customers and we are endlessly grateful for their trust in our work and their positive feedback on the services we provide to them. Our goal is always to be best-in-class and this quarter's G2 Report proves we are achieving that. G2 Grid Reports are released quarterly and rank products based on reviews gathered from its community, as well as data aggregated from online sources and social networks. The company's impeccable reviews and customer satisfaction is fueled by a continued focus on improving tools for customers and providing necessary innovation for ease of use. In fact, RollWorks released Hot Contacts, an entirely new category of sales-ready leads based on fit, intent and engagement. With its unmatched understanding of customers and buyers and its activation of insights and data, RollWorks stands among its competitors and this quarter's G2 Report proves that. Comments from recent reviews of RollWorks on G2: "Rollworks is helping us solve our overall ABM reporting. The data that Rollworks can provide to our teams allows them to see exactly where accounts are in their journey cycle and when to strike."– Small Business professional "I have spent time in multiple ABM platforms but have foundRollWorks to be such an intuitive, easy-to-use platform for every use case we've implemented. RW offers best-in-class integrations, a plethora of data, and may have the most comprehensive segment builder I've ever worked with." –Mid-Market professional "Rollworks provides us with invaluable intent data at both the contact and account level. Aside from the obvious use case of advertising, these additional features are monumental for us!"– Mid-Market professional 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 Data

DemandScience’s End-to-End B2B Demand Generation Products Earn 50 Awards in Winter 2024 G2 Reports

GlobeNewswire | January 10, 2024

DemandScience, a leading B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned 50 awards in G2’s Winter 2024 reports. This is the second consecutive quarter DemandScience has won 50 or more G2 awards. Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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ABM Accounts

NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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Buyer Intent Data

RollWorks Receives Leadership Badges for Best Estimated ROI and Best Results in Retargeting in G2's Fall Grid Report, Only ABM Vendor in Each Cate

PR Newswire | November 01, 2023

Account-based platform RollWorks, a division of NextRoll, today announced that in the G2 Fall 2023 Grid Report, it received 52 Leader badges and was ranked number one in 18 reports, up from 16 in the Summer 2023 report. RollWorks is the only ABM vendor to receive badges for Best Estimated ROI and Best Results in Retargeting for Enterprise-Account Data Management - an impressive addition to the already well-rounded badges received in this quarter's G2 report. RollWorks also maintained its leadership position in grid reports for Account-Based Advertising, Buyer Intent, Account Data Management and Account-Based Orchestration. This is further proof that RollWorks is truly designed for impact – creating easy-to-use products that offer unmatched data and knowledge of buyers and generate ROI. Additional areas of leadership recognition in the report were: Design for Impact Easiest Admin Easiest Setup Easiest Use Best Relationship MostImplementable Data Depth: Account-Based Analytics Buyer Intent Data Tools Marketing Account Intelligence Connected Ecosystem Cross-Channel Advertising Display Advertising Retargeting Segment Leadership Social Media Advertising RollWorks has been consistently named a Leader by G2 over the last several years and has seen an uptick in industry recognition. In fact, RollWorks has received 415 G2 reviews, which has more than doubled year-over-year. This report is RollWorks best showing to date, with 307 reports and 101 badges for the company. As the only ABM vendor to be recognized for estimated ROI and retargeting, customers of RollWorks typically experience a 15% lift in revenue, as well as a 16% boost in opportunities created and a 20% increase in lead conversions, all within just six months of partnership. We are incredibly excited and honored to receive so many Leader badges in this G2 Report and are thrilled that each quarter continues to surpass the one before it, said Jodi Cerretani, VP of Revenue Marketing at RollWorks. We wouldn't be where we are without our customers and we are endlessly grateful for their trust in our work and their positive feedback on the services we provide to them. Our goal is always to be best-in-class and this quarter's G2 Report proves we are achieving that. G2 Grid Reports are released quarterly and rank products based on reviews gathered from its community, as well as data aggregated from online sources and social networks. The company's impeccable reviews and customer satisfaction is fueled by a continued focus on improving tools for customers and providing necessary innovation for ease of use. In fact, RollWorks released Hot Contacts, an entirely new category of sales-ready leads based on fit, intent and engagement. With its unmatched understanding of customers and buyers and its activation of insights and data, RollWorks stands among its competitors and this quarter's G2 Report proves that. Comments from recent reviews of RollWorks on G2: "Rollworks is helping us solve our overall ABM reporting. The data that Rollworks can provide to our teams allows them to see exactly where accounts are in their journey cycle and when to strike."– Small Business professional "I have spent time in multiple ABM platforms but have foundRollWorks to be such an intuitive, easy-to-use platform for every use case we've implemented. RW offers best-in-class integrations, a plethora of data, and may have the most comprehensive segment builder I've ever worked with." –Mid-Market professional "Rollworks provides us with invaluable intent data at both the contact and account level. Aside from the obvious use case of advertising, these additional features are monumental for us!"– Mid-Market professional 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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Events