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Category: Account-Based Marketing

future of ABM

The Automation of ABM? Zoominfo’s new Workflows product aims to automate the collection of business intelligence into ABM.

Account-Based Marketing, B2B Reads, Featured, Latest B2B News, Top News December 18, 2019December 18, 2019 B2BNN Newsdesk

There are so many external factors that can influence sales success – the vast number of which an individual rep may not be aware of. Software changes within an organization. Patent awards. New leases. All publicly available information. But how do you find this information?  Currently it’s a manual process of extracting data from a […]

ABM

New Terminus CEO Tim Kopp on the ABM Evolution

Account-Based Marketing, Featured, Latest B2B News, Top News December 5, 2019December 5, 2019 B2BNN Newsdesk

Account-based marketing (ABM) pioneer Terminus announced Tim Kopp as its new CEO today. We exchanged emails with Tim about what this means for the company, how he sees the state of ABM and its next evolution. B2BNN: First of all Tim, congratulations! Is this a move focused on expansion or evolution? TK: The short answer […]

The big ABM action item B2B marketers still have to tackle

Account-Based Marketing, Latest B2B News, Top News November 30, 2019November 28, 2019 Matthew Ramsay

ABM has maintained its position as the biggest buzz phrase in B2B for years now with good reason. The term, coined by ITSMA back in 2004, realigns marketing’s core principles of segmentation, targeting and alignment. The result is that businesses effectively focus their resources on the top percentage of accounts that matter most to them. […]

Demandbase ABM Stack Evaluator

Demandbase aims ABM Stack Evaluator at 70% of B2B firms that call their tools ‘immature’

Account-Based Marketing, Latest B2B News, MarTech, Top News November 13, 2019November 13, 2019 Shane Schick

Demandbase is offering to help the 70 per cent of B2B firms who describe their account-based marketing technology as “immature” with a digital questionnaire that will recommend tools to align with their strategies. The San Francisco-based firm last week released a report, The State Of The ABM Tech Stack, in partnership with Demand Metric. The […]

ABM is B2B Sangram Vajre Eric Sprett

How to live with the fact that the value of marketing is defined by sales

Account-Based Marketing, B2B Reads, Latest B2B News, Top News October 19, 2019October 18, 2019 Sangram Vajre

Many marketers might feel challenged or threatened by the notion that the value of marketing is defined by sales. However, it isn’t such a provocative idea. Remember, fewer than 1% of all leads turn into customers. That’s hardly a statistic you want to stand behind. If company leaders set a 100% growth goal for a […]

Terminus Account Scorecard Bombora

Terminus expands Bombora partnership and boosts ABM targeting and reporting

Account-Based Marketing, Latest B2B News, Top News October 18, 2019October 17, 2019 Shane Schick

Terminus has updated its account-based marketing platform with artificial intelligence features and capabilities it said would allow B2B firms to improve customer targeting and reporting. The Atlanta-based firm this week paired its latest release with an expanded partnership with Bombora, whose intent data can now be tied to Terminus’ B2B Account Graph database and a […]

Demandbase ABM partner program

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 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 […]

Engagio Orchestrate

Engagio Orchestrate will move ABM marketers from sales ‘baton pass’ to ‘soccer play,’ CEO says

Account-Based Marketing, Latest B2B News, MarTech, Top News October 8, 2019October 8, 2019 Shane Schick

Engagio has launched a tool called Engagio Orchestrate which its CEO said will allow B2B sales and marketing teams to work better together on the activities that win more deals in targeted accounts. The San Mateo, Calif.-based firm announced Engagio Orchestrate last week, describing it as a platform that will combine traditional lead-based demand generation  […]

Marketing Nation Live Marketo

Marketing Nation Live: Marketo Engage gets deeper AI, expanded LinkedIn and Vidyard integrations

Account-Based Marketing, Artificial Intelligence, B2B Marketing News, Latest B2B News, MarTech, Top News, Video September 19, 2019September 18, 2019 Shane Schick

Adobe’s Marketo on Wednesday said it would help B2B firms trying to turn account-based marketing programs into more holistic, “epic” customer experiences via increased AI capabilities and expanded integrations with LinkedIn and Vidyard. In a virtual event called Marketing Nation Live, Adobe senior vice-president of digital experience (and former Marketo CEO) Steve Lucas discussed the […]

RollWorks account scoring machine learning

RollWorks applies machine learning to help ABM adopters with account scoring

Account-Based Marketing, Latest B2B News, Top News August 29, 2019August 29, 2019 Shane Schick

RollWorks this week said it was aiming to address a common ABM challenge facing B2B firms with a machine learning model that could prioritize and score target account lists. The San Francisco-based firm said the predictive capabilities it is introducing in its Identification Solution would analyze data on a company’s closed deals or clients it […]

2019 Content Fitness report PAN Communications Heinz Marketing

Almost 70% of B2B marketers tell PAN/Heinz survey they lack confidence in content marketing ROI

Account-Based Marketing, B2B Marketing News, Content Marketing, Latest B2B News, Top News July 22, 2019July 21, 2019 Shane Schick

More than half of B2B marketers surveyed as part of a research project between PAN Communications and Heinz Marketing said their content marketing efforts aren’t being attributed to revenue, which may explain why less than 32 per cent said they feel confident in how they measure such work. Boston-based PAN Communications, which focuses on PR […]

IntentData.io

IntentData.io CRO discusses how algorithms and activation services can empower B2B marketers

Account-Based Marketing, B2B Marketing News, Latest B2B News, MarTech, Top News June 25, 2019June 25, 2019 Shane Schick

IntentData.io will be using its own product to help identify B2B marketers who want to tap into its expertise in developing algorithms find customers ready to make purchases. Based in Boston, IntentData.io launched last week with what it has trademarked as Contact-Level Intent Data, which it said could reduce the length of sales cycles in […]

SAP Marketing Cloud SapphireNOW 2019

SAP Marketing Cloud to add LinkedIn integration and more features to support ABM

Account-Based Marketing, Latest B2B News, MarTech, Top News May 10, 2019May 10, 2019 Shane Schick

SAP is planning a deeper integration with LinkedIn along with the ability to use clickstream data to identify engaged contacts as part of an update to its Marketing Cloud later this year. Speaking at a user group session within its SapphireNOW customer event this week, SAP Customer Experience global VP Jackie Palmer said the integration […]

DemandBase ABM Ecosystem

Demandbase pledges to ease B2B marketers integration issues via ABM Ecosystem

Account-Based Marketing, B2B Marketing News, Latest B2B News, MarTech, Top News May 6, 2019May 7, 2019 Shane Schick

Demandbase on Monday announced what it is calling an ABM Ecosystem, a collection of both existing partners and new partners designed to faciliate common data, shared audiences and integrated workflows across account-based marketing software. Lauching as part of the SiriusDecisions Summit taking place in Austin this week, San Francisco-based Demandbase said its ABM Ecosystem arose […]

Terminus Account-Based Scorecard

Terminus brings both ABM and traditional B2B campaign measurement into Account-Based Scorecard

Account-Based Marketing, Latest B2B News, MarTech, Top News April 29, 2019April 29, 2019 Shane Schick

Terminus is promising B2B marketers a way to measure both traditional and ABM programs in a single Account-Based Scorecard and a way to manage account-level targeting of digital ads. The Atlanta-based firm said its Account-Based Scorecard will help marketers avoid creating attribution reports manually or after-the-fact for their campaigns. The expanded capabilities in the platform […]

Sigstr e-mail marketing

Sigstr VP of marketing delivers a message about maximizing the power of your inbox

Account-Based Marketing, B2B Marketing News, Latest B2B News, MarTech, Top News April 19, 2019April 19, 2019 Shane Schick

Banner ads might be annoying or too easy to ignore on web sites, but Sigstr believes putting them within e-mail messages may hold the key to helping CMOs gain visibility in the marketing funnel, help sales teams hit revenue targets and stand out amid the noise in other channels. Based in Indianapolis., Ind., Sigstr this […]

HG Insights

Forrester forms deal with HG Insights to complement its research with up-to-date technographic data

Account-Based Marketing, Latest B2B News, Software, Top News April 17, 2019April 17, 2019 Shane Schick

The rising interest in understanding not only the challenges customers face but the technology they’re using in-house has led Forrester to partner with HG Insights to provide continuously updated technographic data to its research services. Based in Santa Barbara, Calif., HG Insights announced the partnership on Tuesday, whereby its data on technology adoption trends across […]

DemandBase Salesforce Pardot AI research

DemandBase/Salesforce Pardot study shows only 18% of B2B marketers using AI

Account-Based Marketing, Artificial Intelligence, B2B Marketing News April 3, 2019April 2, 2019 Shane Schick

The opportunity to double revenue would seem like a good reason to deploy technology, but despite 85 per cent of B2B marketers believe artificial intelligence could accomplish this in two years less than 20 per cent have formally started using it, according to a study from DemandBase and Salesforce Pardot. Based on an analysis of […]

Marketing Nation 2019 Adobe Marketo

Marketing Nation: Marketo Engage weaves in Adobe AI and launches ‘Conversational ABM’ with Drift

Account-Based Marketing, Artificial Intelligence, Latest B2B News, MarTech, Top News March 29, 2019March 29, 2019 Shane Schick

Marketo’s Marketing Nation became an event-within-an-event at Adobe Summit on Thursday, where senior vice-president Steve Lucas referenced everything from The Matix to Coachcella and Fyre Festival to explain how B2B marketers can focus on creating stronger experiences for their customers. Following its acquisition by Adobe last year, Marketo’s key product, engage, was enhanced with several […]

DemandBase ABM book

The top 8 signs your ABM strategy might be in trouble

Account-Based Marketing, B2B Reads, Latest B2B News, Top News March 16, 2019March 15, 2019 B2BNN Newsdesk

If you’ve reached something of a cruising altitude with your ABM strategy, it’s certainly cause for feeling gratified. Implementing ABM effectively and growing it is no small accomplishment. After all that hard work, it’s time perhaps to ease up on the throttle, but it’s also time to stay vigilant about your ABM effort. It’s a […]

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