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

Buyer Intent Data Software

Boost your sales in 2023 with these top 10 rich buyer intent data programs. Gain insights into customer behavior and purchasing patterns to drive conversions using the top buyer intent data platforms.

Contents

1. Market Dynamics of B2B Buyer Intent Data Software
2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent?
3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales
4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing
5. Summing up

Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences.

Buyer intent data software are capable to -

  • Provide granular insights into customer behavior and purchasing patterns.
  • Identify potential customers who are actively in the market for a product or service.
  • Improve target marketing efforts by enabling companies to reach the right people with the right message.
  • Enhance sales team's ability to close deals by providing them with valuable information about their prospects.
  • Improve overall marketing ROI by focusing resources on high-value prospects.
  • Facilitate data-driven decision making by providing actionable insights.
  • Monitor and analyze market trends and competition.

By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales.

1. Market Dynamics of B2B Buyer Intent Data Software

“The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.”

This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry.

2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent?

Key Point Indicators (KPIs) for Good Buyer Intent Data:

1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service.

2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions.

3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness.

4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history.

5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time.

6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer.

How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior?

Buyer intent data software determines the true intent of a customer behavior through various methods such as:

  • Natural language processing (NLP)
  • Machine learning algorithms
  • Data analysis of customer interactions and behaviors
  • Integration with other data sources (e.g. search history, demographics, etc.)
  • Predictive analytics

The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history.

This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future.

3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales

Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence.

As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions.

4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing

Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below.

6 sense: 6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs.

Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns.

Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective.

MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns.

Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns.

Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns.

Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions.

Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue.

Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth.

Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact.

5. Summing up

Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

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Buyer Intent Data

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How Does Buyer Intent Data Boost Sales?

Article | October 7, 2022

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The Strategy of Direct Mail in ABM

Article | June 24, 2022

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Or you could gift puzzles pieces to each one that needs them to come together to decode the message. Demo Stage Congrats! If you reached the demo stage with the target account. Now, if you’re finding it difficult to set an appointment with them, use direct mail to get their attention. For example: Send them a box with a clock ticking and a surprise to be opened at some given time. As if a demo can be scheduled at that time and claim the gift! 2.1.3 Final Stage You have closed the deal and are all ready to start the dealings. But some small things seemed to be stuck from the buyer’s end. This is where your research will prove handy. You need the search for a particular likeness about the decision-maker and lure them. It will help you get their attention and close all the pending work. 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Once they fit the right piece in, your puzzle says, “Having trouble finding the right person, we will help your hire!” And ensure that you send a personalized note to every individual along with the common goal of the message. Benefits of B2B Direct Mail Marketing No doubt, personalization will elevate your direct mail strategy, thus promising enhanced customer involvement. But there are other prominent benefits of B2B direct mail marketing. Lets us have a glance at them. Higher account engagement Less wastage of resources Higher win rate Shorter sales cycles Create strong connections The improved success rate of ABM strategy Ideal Examples of Direct Mail in ABM Some organizations have nailed it correctly when it comes to direct mail marketing. Here are a few examples. The Perry Process (Image Courtesy: Pinterest) The Perry Process is a renowned company that deals with used machinery and equipment for 80 years and continues to do. Thus, it wanted manufacturing companies to sell their unwanted and excess equipment in return for cash. So keeping this message in mind, they included fake money inserts with a flyer that said, ‘Don’t throw away your money.’ Hence, it succeeded in sending across its message most realistically! Schott Solar Schott Solar is a company that produces solar panels. Their solar panels came with a 20-year warranty. (Image Courtesy: D&AD) To amplify the selling, they included a 20-year warranty calendar along with the solar panel. The calendar stuck out 60 centimeters from the wall, thus delivering the desired message! Wrapping It Up So no matter what business you deal with, innovation and creativity are the way to easy conversions! Thus understand your customers and give them what they want in a quirky style. Frequently Asked Questions What is direct mail in account-based marketing? Direct mail is a tangible ABM strategy wherein products are mailed directly to customers. These products are personalized and have a direct marketing message. Examples of such products are postcards, catalogs, personal goods, coupons, samples, and more. What impact does direct mail create on the receiver? A study by scientists reveals that if a person receives a physical product, it leaves a deeper footprint on the brain. Thus, a direct mail strategy is sure to get you noticed by your customer. And the best part is that the more creative and personalized you get, the better impact it creates! Can a simple postcard count as a direct mail strategy? Of course, it can. If it sends a clear message of your marketing campaign, is personalized, and instigates the customer to take action, it is a successful direct mail strategy. Always remember, the size or price of the direct mail does not matter, but the impact it creates does! { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is direct mail in account-based marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Direct mail is a tangible ABM strategy wherein products are mailed directly to customers. These products are personalized and have a direct marketing message. Examples of such products are postcards, catalogs, personal goods, coupons, samples, and more." } },{ "@type": "Question", "name": "What impact does direct mail create on the receiver?", "acceptedAnswer": { "@type": "Answer", "text": "A study by scientists reveals that if a person receives a physical product, it leaves a deeper footprint on the brain. Thus, a direct mail strategy is sure to get you noticed by your customer. 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Tips for Successful B2B Marketing

Article | November 20, 2021

The pandemic has changed the marketing world to a great extent. Customers have tremendously adapted to online buying. The pandemic has forced B2B customers to adapt to new ways of buying and selling. Customers are ready for online meetings and connecting digitally as far as the buying approach is concerned. The only thing that matters to them is that the solutions should answer their hurdles or challenges like personalization and strategizing marketing so But for the selling process, B2B marketing strategies needed creativity. Companies had to put their heads together to convince a buyer through conversations on digital platforms. It was not easy. But B2B companies have taken up the challenge and managed to come out with flying colors. Let us look at the changed scenario of B2B marketing. The Changed Scenario for B2B Marketing In 2020, when the world came to a standstill, people expected it was just a break, and they might return to their lives in no time. But this myth was busted when people had to adopt the new normal instead of going back to normal. Every industry faced challenges, including the B2B industry. Imagine the industry, which had the habit of meeting decision-makers and convincing them with presentations, had to do all the work digitally. But they found solutions after some months of struggles, and the businesses were back on track. Of course, there were difficulties on the way, but they answered every obstacle with time. B2B marketing best ideas include account-based marketing, conversational ABM, personalized campaigns, correct use of data, and more. These paved a path for successful B2B marketing amidst the pandemic. Thus, learning from them, we have curated a list of tips for successful B2B marketing. Tips for Successful B2B Marketing These best ways to market B2B are listed after diving deep into the struggles of B2B marketing. The experts of this area have experienced hurdles and implemented these solutions. Have a Buyer-centric Approach In an interview with Media7, Dmitry Chervonyi, Chief Marketing Officer at Belkins, stated that, “If you don't solve your customers' problems and make their lives better, then it is a waste of time to do this kind of business.” So, you understand how essential the customer is! These days it is more about the customer than about sales. Therefore, you must have a 360-degree alignment with the customer’s needs and preferences. Through this, you have better chances of conversion. Take Risks The market is very unpredictable post the pandemic. The companies that you thought may not require your service can be the ones changing the game. So, do not refrain from taking risks. First, of course, calculate the risks, but they take them. For example, before the pandemic, some businesses may have invested massive resources in digital marketing. As a result, they might not see the results immediately. But meanwhile, the pandemic erupted, and Boom! They were the only ones who survived in the market. Thus, the results of a calculated risk may be harmful or positive, but you either earn profits or learn something valuable from it! Implement ABM If you are a B2B marketer and have not implemented ABM in your marketing strategy, you need to do it immediately. Account-based marketing has the best conversion rate compared to the traditional methods. And this is the best strategy to be implemented post the pandemic. The reason is that companies have various challenges and need immediate solutions. Thus, if you filter the best clients, address their struggles, and target them, they will waste no time in approaching your sales team. But this is possible only when you design the best ABM strategy. Click here to know more about account-based marketing for B2B. Have an Agile Approach Clive Armitage, CEO at Agent3, believes that, “We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.” It means that Agent3 changes its strategies and services as per the clients and market demands. They also keep the clients in the loop of the changes and innovations happening in the market. Thus, have an agile approach. Be ready to change your marketing growth strategies and plans according to the conditions around you. Be Future Ready The example set by the rental car company Hertz shows how future-ready they are with their latest investment. Despite their business being affected by the pandemic, it resurfaced itself through trusted investors. But instead of following the age-old techniques of rental cars, they ordered 100,000 Teslas to electrify its fleet. Not only did Tesla’s shares hit sky-high but, Hertz was all over the news. This critical investment defines how Hertz is making itself future-ready as it knows the future is electric cars. This example explains how important it is to invest for the future, considering the changing customer demands. Hence, implementing the latest technologies like AI and machine learning in marketing campaigns can make you future-ready. Plus they also create a great impression in the mind of the customers. And We Conclude Remember, marketing is all about understanding your customers and delivering what they want. Once you know your customers, you have hit the bull’s eye. So hit targets by taking risks, investing in technology, and developing a personalized approach. And most importantly, adapt to the changing world to thrive in it! Frequently Asked Questions How to identify a successful B2B marketing plan? Analyze your marketing performance Perform competitor analysis Define your marketing goals Identify your marketing budget Implement the latest B2B marketing trends How successful is ABM strategy in B2B marketing? Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing. Does ABM guarantee a 100% success rate? Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How to identify a successful B2B marketing plan?", "acceptedAnswer": { "@type": "Answer", "text": "Analyze your marketing performance Perform competitor analysis Define your marketing goals Identify your marketing budget Implement the latest B2B marketing trends" } },{ "@type": "Question", "name": "How successful is ABM strategy in B2B marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing." } },{ "@type": "Question", "name": "Does ABM guarantee a 100% success rate?", "acceptedAnswer": { "@type": "Answer", "text": "Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients." } }] }

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Buyer Intent Data

2023 Buyer Intent Data Trends: What Growing Businesses Need to Know

Article | September 11, 2023

The only constant thing about account-based marketing (ABM) is its evolution. ABM goes beyond plain sales and marketing. It is a strategic and dynamic approach to marketing. It influences B2B buyers who are savvy, digitally native, and educated buying committee members who are otherwise difficult to target, let alone convert. ABM has evolved from pure one-to-one ABM to one-to-few and one-to-many. We know how ABM is now ABX, which harnesses intent data and programmatic advertising for better results. Consider a company that wants to implement account-based marketing on its key accounts. If every aspect of this organization revolves around the needs, demands, and requirements of its key accounts, it becomes an account-centric enterprise. In the first part of this article, we will discuss how an account-based approach on an organizational level can enhance your ABM strategy and help you create relationships that deliver mutual value and growth. Building an Account-Centric Organization Transforming an entire organization into an account-centric one is overall an eight-step process. Let us look at the first four: Two-fold Approach: Check Your Foundation Examine your foundation before implementing an account-based strategy. Ensure that your tech stack is optimum and that the right employees handle the right responsibilities. Secure the internal buy-in needed to get your ABM program up and running. Adaption: Make Your Changes Eventually Make changes to your current strategy only when required and over time. It is unnecessary to completely revamp your organization to align it with your ABM efforts. Ideally, make changes based on your performance. Always focus on the target account so all your teams— demand generation, events, sales, and marketing teams— will have the mindset to target your ICP. The correct approach is to enhance your processes as you go. Awareness: Train and Educate Your Teams Your entire team should live and breathe ABM. Align your sales and marketing teams. Other teams should match their processes to best suit the target accounts’ needs. Train and educate your teams, so they can easily adapt to new ABM processes and don’t feel blind-sided. Analysis: Data Matters a Great Deal Understand your data. Constantly review, acknowledge, and adjust your processes based on the data at hand. Then, support it with the knowledge of your salespeople. Get their input and advice on which accounts to engage with for optimal results. Then, bring them into the decision-making process for outstanding results. It’s a Process Building an account-centric organization requires time and commitment. In the next part of this article, we will discuss important aspects that impact and govern the success of your ABM strategy. Stay tuned to read the next part of the article.

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Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

Buyer intent data is sourced from either internal or external parties. When combined, it provides a comprehensive picture of how your targets behave online. Internal marketing teams provide first-party intent data through your company's website, automation platforms like CRM, or other in-house applications. Third-party data is gathered from buyer intent data tools. According to a Gartner study, more than 70% of B2B marketers will use third-party intent data to target prospects by the end of 2022. In an interview with Media 7, Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, talked about the importance of correct messaging in sales and marketing once you know your audience. “I think the newest trends revolve around being a strategic resource, aligning marketing and sales, and using analytics to tailor messages to your audiences’ preferences or funnel stages.” Buyer intent data tools provided by intent data providers like Bombora, Slintel, and ZoomInfo collect high-quality intent data to help you identify the accounts that show buyer intent, making it easier for you to understand their requirements and deliver solutions through effective content. Let's find out how intent data can help your ABM strategy by making sales easier. Buyer Intent Data: 5 Impactful Ways It Can Help You Boost Sales Let us look at five benefits of buyer intent data that can help you boost sales: Create Effective Content In ABM marketing, the marketing team supports the sales team by generating qualified leads through effective content that addresses the prospects’ needs. There are more than a billion websites competing for a prospect’s attention. Focusing more on engaging your intended audience than on your search rankings could translate to more sales. This B2B intent data will allow your marketing team to analyze the volume and quality of responses to various online 'triggers' like keywords and social engagement. This way, the marketing team eliminates the guesswork in analytics and content research. B2B intent data can assist your marketing team in its intent-based marketing endeavors. The team can develop hyper-personalized, relevant, and timely content that can be used in your sales process to engage with new leads. Identify Buyer Groups In the B2B domain, multiple decision-makers sign off on purchase decisions. Your key accounts might have buyer groups, and this may pose a problem for your sales strategy. You will need to appeal to multiple personas who will then make unanimous decisions when purchasing your products or services. When combined with accurate, up-to-date contact information, intent data can assist in segmenting the purchasing process into relevant stages. Buying intent is useful not only for tracking and analyzing individual target prospects, but also for tracking and analyzing entire organizations. Overall, sales teams can craft perfect messages for any target persona that crosses their path, thanks to quality intent data. Improve Lead Qualification After your sales and marketing teams have developed an ideal lead generation strategy, you'll want to target leads with purchase intent. The majority of leads generated may not completely align with your ICP (ideal customer profile). If your product or service isn't even remotely relevant to what they're looking for, an automation system that is a part of your ABM services can remove them from your lead list. By delving into their product research activities, using intent data in lead management and outreach helps remove some of these roadblocks. It is critical to have a nurturing system in place and implement a lead scoring process. Intent data reveals where these leads fall within your segmentation, how interested they are in your solutions, and how their purchasing process works, so your effort or time is not wasted. Increase Customer Retention The same buyer intent technology that is used to find new prospects and customers can also be used for customer retention. According to Brain and Company, a 5% increase in customer retention can result in a more than 25% increase in profit. Monitoring intent signals can help you identify when a current customer interacts with a competitor or looks for alternatives to your product. It allows you to engage with them earlier and provides you with another opportunity to maintain your customer relationships. Boost Team Productivity According to HubSpot research, 40% of salespeople say prospecting is the most difficult part of their job. Buyer intent data eliminates prospecting (such as connecting on LinkedIn, getting past the gatekeeper, and sourcing emails), which results in more sales for your company. The most effective buyer intent software solutions can provide not only company-level intent information but also contact information for key decision-makers (all whilst complying with GDPR rules). This means your sales team can get right to the point and use the most up-to-date business intelligence to engage in more conversations with the right prospects. B2B intent data keeps your sales team on top of their game by allowing them to analyze and comprehend prospects on a more granular level. Cloudera Generated over 30 Significant Business Deals Using Intent Data Cloudera, an enterprise management company, harnessed intent data from Bombora and Just Global to run a hyper-targeted account-based marketing strategy across its sales, advertising, and marketing teams. As a result, it generated over thirty significant business deals. Conclusion B2B buyer intent data can help you boost sales by accurately identifying target accounts that show buyer intent. Using buyer intent tools that give clean intent data can help your sales team generate revenue and scale your business. FAQ How does intent data help with sales? With the help of intent data, your sales team can target and qualify leads swiftly and accurately as it provides all the crucial background information on the leads. Accurate targeting translates to more conversions and sales. Where does the intent data come from? Intent data is usually provided by third-party data providers through buyer intent data tools. These tools collect intent data from data-sharing points like B2B websites, media publishers, and other relevant sources. How is intent data beneficial for improving an account-based marketing strategy? With the help of intent data, you can personalize your website, focus on your inbound leads with respect to their engagement with your content, nurture leads with email marketing, and identify prospective customers who haven’t engaged with you yet. These factors can enhance your ABM strategy.

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Buyer Intent Data

Buying-Group Marketing: Why is it Gaining Traction?

Article | June 24, 2022

When a package arrives at your doorstep, you get excited as a child, no matter what age you are! Some people express their excitement, while some are really good at hiding it. But inquisitiveness and curiosity are natural feelings. Imagine building up these feelings in the mind of the decision-makers of businesses that you are targeting. So, yes, you will stand out in the crowd and, they will notice the gesture, no matter how small or big it is! Coming back to the point, we are talking about the strategy of direct mails in account-based marketing. This strategy has proved to be a success for many organizations practicing ABM. So what exactly is direct mail in ABM and, are there any successful ways or ideal examples to follow? Let us see in detail. What Is Direct Mail in ABM? We are aware that account-based marketing is a strategy that involves targeting, personalization and conversions. But what happens when we make tangibility a part of the above process? Well, the results are impressive. An Infotrends report stated that the e-mail response rate increased from 7.5% to 9.5% with a multi-channel ABM strategy. But, the biggest challenges of ABM are delivering a personalized customer experience, choosing the target accounts, and deciding on the correct content. Thus, direct mail can help you deal with the challenge of delivering a personalized customer experience. A direct mail strategy delivers personalized objects, messages, and more to the targeted organization’s decision-makers. The best part about direct mail is that you can get as creative as you want. Plus, it ensures that the top team notices your efforts. “Direct mail is the new black in B2B. There is nothing more personalized than a handwritten note with a personalized direct mail that is fully customized for your prospect or customer.” - Sangram Vajre, CMO of Terminus. Let us have a look at the best ways to incorporate direct mail in your ABM strategy. Ideas to Implement Direct Mail in ABM Remember, no matter what personalized goodies you plan to send to the concerned people, ensure that: You have a bold, clear, and obvious call to action. Your message is short, simple, and direct. Your strategy should be less is more. You have added the extra personal touch in your mail. Once you have devised the direct mail strategy, here are some things that you need to keep in mind before implementation. Determine the Stage in the Buyer’s Journey Before sending direct mail to your target account, know where they stand in their buyer’s journey. Let us consider these three stages. Awareness Stage If your buyer is in the awareness stage, you need to target all the organization’s decision-makers. Sending them goodies that get them together might be a good idea. For example: Send a box with a personalized message about your company to one and send the key to another. Or you could gift puzzles pieces to each one that needs them to come together to decode the message. Demo Stage Congrats! If you reached the demo stage with the target account. Now, if you’re finding it difficult to set an appointment with them, use direct mail to get their attention. For example: Send them a box with a clock ticking and a surprise to be opened at some given time. As if a demo can be scheduled at that time and claim the gift! 2.1.3 Final Stage You have closed the deal and are all ready to start the dealings. But some small things seemed to be stuck from the buyer’s end. This is where your research will prove handy. You need the search for a particular likeness about the decision-maker and lure them. It will help you get their attention and close all the pending work. For example: Send them a password-protected gadget and, they can access that only after the deal is complete. 2.2 Know the Decision-makers It is an essential aspect in determining the direct mail that you need to send. You should be well aware of the receiver's likes, dislikes, hobbies, and personal traits. Thus, use social media and everything possible from the sales team to create the best effect. Determine the Factors for Conversion Lastly, when the package opens, it should immediately connect to the individual. Thus, when you design or assemble the package, ensure that it connects immediately. Moreover, it should address the pain points and challenges and align with the company’s goals. Thus, determine the factors that directly affect them and, you will provide the best solutions. For example: If you are a hiring agency, give them a complete puzzle with just one piece missing. And a couple of options for the missing piece. Once they fit the right piece in, your puzzle says, “Having trouble finding the right person, we will help your hire!” And ensure that you send a personalized note to every individual along with the common goal of the message. Benefits of B2B Direct Mail Marketing No doubt, personalization will elevate your direct mail strategy, thus promising enhanced customer involvement. But there are other prominent benefits of B2B direct mail marketing. Lets us have a glance at them. Higher account engagement Less wastage of resources Higher win rate Shorter sales cycles Create strong connections The improved success rate of ABM strategy Ideal Examples of Direct Mail in ABM Some organizations have nailed it correctly when it comes to direct mail marketing. Here are a few examples. The Perry Process (Image Courtesy: Pinterest) The Perry Process is a renowned company that deals with used machinery and equipment for 80 years and continues to do. Thus, it wanted manufacturing companies to sell their unwanted and excess equipment in return for cash. So keeping this message in mind, they included fake money inserts with a flyer that said, ‘Don’t throw away your money.’ Hence, it succeeded in sending across its message most realistically! Schott Solar Schott Solar is a company that produces solar panels. Their solar panels came with a 20-year warranty. (Image Courtesy: D&AD) To amplify the selling, they included a 20-year warranty calendar along with the solar panel. The calendar stuck out 60 centimeters from the wall, thus delivering the desired message! Wrapping It Up So no matter what business you deal with, innovation and creativity are the way to easy conversions! Thus understand your customers and give them what they want in a quirky style. Frequently Asked Questions What is direct mail in account-based marketing? Direct mail is a tangible ABM strategy wherein products are mailed directly to customers. These products are personalized and have a direct marketing message. Examples of such products are postcards, catalogs, personal goods, coupons, samples, and more. What impact does direct mail create on the receiver? A study by scientists reveals that if a person receives a physical product, it leaves a deeper footprint on the brain. Thus, a direct mail strategy is sure to get you noticed by your customer. And the best part is that the more creative and personalized you get, the better impact it creates! Can a simple postcard count as a direct mail strategy? Of course, it can. If it sends a clear message of your marketing campaign, is personalized, and instigates the customer to take action, it is a successful direct mail strategy. Always remember, the size or price of the direct mail does not matter, but the impact it creates does! { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is direct mail in account-based marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Direct mail is a tangible ABM strategy wherein products are mailed directly to customers. These products are personalized and have a direct marketing message. Examples of such products are postcards, catalogs, personal goods, coupons, samples, and more." } },{ "@type": "Question", "name": "What impact does direct mail create on the receiver?", "acceptedAnswer": { "@type": "Answer", "text": "A study by scientists reveals that if a person receives a physical product, it leaves a deeper footprint on the brain. Thus, a direct mail strategy is sure to get you noticed by your customer. And the best part is that the more creative and personalized you get, the better impact it creates!" } },{ "@type": "Question", "name": "Can a simple postcard count as a direct mail strategy?", "acceptedAnswer": { "@type": "Answer", "text": "Of course, it can. If it sends a clear message of your marketing campaign, is personalized, and instigates the customer to take action, it is a successful direct mail strategy. Always remember, the size or price of the direct mail does not matter, but the impact it creates does!" } }] }

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ABM Accounts

Tips for Successful B2B Marketing

Article | November 20, 2021

The pandemic has changed the marketing world to a great extent. Customers have tremendously adapted to online buying. The pandemic has forced B2B customers to adapt to new ways of buying and selling. Customers are ready for online meetings and connecting digitally as far as the buying approach is concerned. The only thing that matters to them is that the solutions should answer their hurdles or challenges like personalization and strategizing marketing so But for the selling process, B2B marketing strategies needed creativity. Companies had to put their heads together to convince a buyer through conversations on digital platforms. It was not easy. But B2B companies have taken up the challenge and managed to come out with flying colors. Let us look at the changed scenario of B2B marketing. The Changed Scenario for B2B Marketing In 2020, when the world came to a standstill, people expected it was just a break, and they might return to their lives in no time. But this myth was busted when people had to adopt the new normal instead of going back to normal. Every industry faced challenges, including the B2B industry. Imagine the industry, which had the habit of meeting decision-makers and convincing them with presentations, had to do all the work digitally. But they found solutions after some months of struggles, and the businesses were back on track. Of course, there were difficulties on the way, but they answered every obstacle with time. B2B marketing best ideas include account-based marketing, conversational ABM, personalized campaigns, correct use of data, and more. These paved a path for successful B2B marketing amidst the pandemic. Thus, learning from them, we have curated a list of tips for successful B2B marketing. Tips for Successful B2B Marketing These best ways to market B2B are listed after diving deep into the struggles of B2B marketing. The experts of this area have experienced hurdles and implemented these solutions. Have a Buyer-centric Approach In an interview with Media7, Dmitry Chervonyi, Chief Marketing Officer at Belkins, stated that, “If you don't solve your customers' problems and make their lives better, then it is a waste of time to do this kind of business.” So, you understand how essential the customer is! These days it is more about the customer than about sales. Therefore, you must have a 360-degree alignment with the customer’s needs and preferences. Through this, you have better chances of conversion. Take Risks The market is very unpredictable post the pandemic. The companies that you thought may not require your service can be the ones changing the game. So, do not refrain from taking risks. First, of course, calculate the risks, but they take them. For example, before the pandemic, some businesses may have invested massive resources in digital marketing. As a result, they might not see the results immediately. But meanwhile, the pandemic erupted, and Boom! They were the only ones who survived in the market. Thus, the results of a calculated risk may be harmful or positive, but you either earn profits or learn something valuable from it! Implement ABM If you are a B2B marketer and have not implemented ABM in your marketing strategy, you need to do it immediately. Account-based marketing has the best conversion rate compared to the traditional methods. And this is the best strategy to be implemented post the pandemic. The reason is that companies have various challenges and need immediate solutions. Thus, if you filter the best clients, address their struggles, and target them, they will waste no time in approaching your sales team. But this is possible only when you design the best ABM strategy. Click here to know more about account-based marketing for B2B. Have an Agile Approach Clive Armitage, CEO at Agent3, believes that, “We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.” It means that Agent3 changes its strategies and services as per the clients and market demands. They also keep the clients in the loop of the changes and innovations happening in the market. Thus, have an agile approach. Be ready to change your marketing growth strategies and plans according to the conditions around you. Be Future Ready The example set by the rental car company Hertz shows how future-ready they are with their latest investment. Despite their business being affected by the pandemic, it resurfaced itself through trusted investors. But instead of following the age-old techniques of rental cars, they ordered 100,000 Teslas to electrify its fleet. Not only did Tesla’s shares hit sky-high but, Hertz was all over the news. This critical investment defines how Hertz is making itself future-ready as it knows the future is electric cars. This example explains how important it is to invest for the future, considering the changing customer demands. Hence, implementing the latest technologies like AI and machine learning in marketing campaigns can make you future-ready. Plus they also create a great impression in the mind of the customers. And We Conclude Remember, marketing is all about understanding your customers and delivering what they want. Once you know your customers, you have hit the bull’s eye. So hit targets by taking risks, investing in technology, and developing a personalized approach. And most importantly, adapt to the changing world to thrive in it! Frequently Asked Questions How to identify a successful B2B marketing plan? Analyze your marketing performance Perform competitor analysis Define your marketing goals Identify your marketing budget Implement the latest B2B marketing trends How successful is ABM strategy in B2B marketing? Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing. Does ABM guarantee a 100% success rate? Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How to identify a successful B2B marketing plan?", "acceptedAnswer": { "@type": "Answer", "text": "Analyze your marketing performance Perform competitor analysis Define your marketing goals Identify your marketing budget Implement the latest B2B marketing trends" } },{ "@type": "Question", "name": "How successful is ABM strategy in B2B marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing." } },{ "@type": "Question", "name": "Does ABM guarantee a 100% success rate?", "acceptedAnswer": { "@type": "Answer", "text": "Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients." } }] }

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Events