Intelligent Demand on Thursday announced a joint go-to-market partnership with Uberflip that will see the agency bring the latter’s content experience software to clients focused on improving their results with account-based marketing.
Based in Denver, Intelligent Demand (ID) describes itself as an agency focused on helping companies grow revenue by helping build relationships with their ideal customers. Toronto-based Uberflip, meanwhile, offers applications that create online hubs and other vehicles for digital marketing content.
John Common, ID’s CEO, said the firm has already been using Uberflip inside programs it has built, managed and optimized for clients, and is soon to launch a webinar that showcases its strategy and some of the results it has delivered so far.
“The core value proposition is that ID is using Uberflip to move engagement and nurture programs from prescribed, linear, email-centric experiences, to self-directed, highly flexible, personalized and multi-channel experiences,” he told B2B News Network. “I know that was a lot of buzz words! But they’re real. And moving from old, 2014-era approaches to more modern ways to engage accounts and personas is what we’re doing. And it’s producing far better results.”
While Uberflip provides its platform ID will bring expert resources and services to the partnership, Common said. He described ID’s technology team as “master users” of the platform, along with other, adjacent technologies such as marketing automation, website/CMS, adtech, CRM, analytics and ABM tools
ABM requires better collaboration and orchestration between digital functions such as marketing and “human” functions such as sales and customer success, Common added.
“ABM (also) requires better targeting and segmentation — and that drives the need for more personalized content experiences, at scale,” he said.
Better analytics, meanwhile, will drives platforms to integrate with, and share targeting, engagement, and conversion data among the systems of record in a company’s tech stack, he said.
Beyond the partnership, Common said ID regularly provides Uberflip with input and suggestions that they use to continually improve and extend their platform.