• About Us
  • Paid Media
    • eCommerce
    • Mobile
    • Native Advertising
    • Programmatic
    • Search
    • Social advertising
  • Professional Services
    • Educational
    • HR and Recruiting
    • Law
    • Publicity and PR
    • Sales
    • Startups
    • Supply Chain & Procurement
  • B2B Marketing News
    • Account-Based Marketing
    • Community development
    • Conference Coverage
    • Content Marketing
    • Conversion
    • CX
    • Digital
    • Growth Hacking
    • Mobile
    • SEO
    • Social media
    • Video
  • Technology
    • AdTech
    • Artificial Intelligence
    • Big Data
    • Blockchain
    • Channel Management
    • Crypto
    • eCommerce
    • FinTech
    • Hardware
    • MarTech
    • Network
    • SMB
    • Software
  • B2B Reads
    • Investing
    • Gaming/Casinos
    • Special Focus

ICYMI:

  • 9 Software You Need for Successful Content Marketing
  • How Long Does It Take To See Digital Marketing Results?
  • New CMI Survey: Are Content Marketers Paid What They’re Worth?
  • Transform Your Content Experience: But First, Tag Your Content
  • Content Marketing Assets: A Primer

Demandbase to pair B2B marketers with agencies and other ABM expert partners

Account-Based Marketing, B2B Marketing News, Latest B2B News, Top News October 10, 2019October 11, 2019 Shane Schick
Demandbase ABM partner program
0 Shares 0 Flares ×

Demandbase on Thursday is extending what it calls its ABM Ecosystem with a channel program that aims to match B2B brands with agencies, consultancies, systems integrators and other service providers that can help them achieve their account-based marketing goals.

Ogilvy, gyro, Quarry and Edelman will be among the first partners in the “premier” tier of the program, which will be based on achieving Demandbase Solutions Certification, focused training in ABM and deep expertise in particular areas, such as web site personalization.

According to Kent Ragen, Demandbase vice-president of Channel Sales and Alliances, the company has long relationships with many of the organizations joining the program, but formalizing it made sense because more B2B brands are looking for specific help to backfill roles or apply ABM best practices.

“The message to clients and Demandbase prospects is when you are making your investment in Demandbase technology, you can do that in the comfort of knowing there’s an ecosystem of experienced organizations that can help you,” Ragen told B2B News Network. “It’s like an extended family that can help you get to value.”

Initially, the program might involve Demandbase “curating” relationships between customers and partners who best fit their needs after hearing about it through a customer success team member, Ragen said. Over time, he said more pre-sales activity will occur, where DemandBase and a partner will work together on activities like pitching ABM to a customer or prospect.

The long-term plan, which Ragen said may take until the first quarter of next year, will be to set up a directory of partners with a thorough description to let customers self-select a service provider.

“At its core, the most consistent profile we see among successful partners is a deep knowledge of something like web site personalization or in the consulting and strategic planning realm or tactically around reporting from dynamic and disparate sources into custom dashboards,” he said. “That’s when we find marrying partner capabilities with Demandbase technology makes for really interesting solutions for our customers.”

While some brands may continue to try to manage ABM programs on their own or bring work back in-house as they get more experience, Ragen suggested there will inevitably be customers with gaps.

“I see many years of growth in store for agencies and consultancies and system integrators to build practice areas around ABM and be able to deliver those services to clients,” he said.

 

0 Shares Twitter 0 Facebook 0 Google+ 0 LinkedIn 0 Email -- 0 Flares ×
The following two tabs change content below.
  • Bio
  • Latest Posts
Shane Schick
My Twitter profileMy LinkedIn profile

Shane Schick

Shane Schick is the Editor-in-Chief of B2B News Network. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and was the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.
Shane Schick
My Twitter profileMy LinkedIn profile

Latest posts by Shane Schick (see all)

  • Drift CMO Tricia Gellman discusses her new role, key priorities and the future of conversational marketing - November 22, 2019
  • TrustRadius study shows spike in Millennial buyers and a lot of single decision-maker purchasing - November 21, 2019
  • Unbounce product director says Smart Traffic will assess five factors to boost conversions - November 20, 2019

Sharing

  • Email this article
  • Print this article

Tags

certification, demandbase, edelman, Gyro, Ogilvy, Quarry

Post navigation

ServiceNow CIO argues against use of CRM as a tool to support customer needs
Editor’s Note: The B2B chief communications officer’s challenges are like no one else’s
Featured

Featured

Web Summit News: Uber Whistleblower to Speak

Richard Yu Explains How B2B Companies Succeed in the Global Marketplace

Tips For Selecting The Right ISO Consulting Services

9 Tips For Selecting The Right ISO Consulting Services

Zoho CRM [Sponsored]

Influencers

Influencers

What does the future look like for business travel in covid time. Here are a few likely consequences. for business travel. Corporate training,

What Does the Future Look Like for Business Travel During Covid?

Small Cap Investments


Tweets by @B2BNewsNetwork

Latest B2B News

  • B2B Sales: How To Improve Your Workflow From the Very First Call 
  • Three steps to take back control of your SAP landscape
  • Why Robotics Are Stuck in Neutral Without the Right Intelligent Human Labor Management Solution
  • Have You Been Struggling At Work? Consider This
  • Today, visibility of Kubernetes environments is necessary to enhance digital experiences
Copyright © 2023 by B2B News Network.