Veteran ABM vendor Demandbase today announced two major acquisitions, the sales and marketing intelligence platform InsideView and the technographics provider DemandMatrix. This follows its acquisition of ABM orchestration and analytics platform Engagio in June 2020. With these solutions integrated, the Demandbase One B2B Go-to-Market Suite will have ABM (re-styled as ABX — account-based experience) as just one of its components. Having been a leader in ABM, especially for the enterprise, since its founding in 2006, this marks a significant shift in focus for the company. “It’s a feeling of ex ..read more

“Ensuring our brand is consistently visible to our target audience is critical. Deploying an ABM strategy ensures we can not only reach key accounts with precision targeting but also engage them through a multi-faceted approach across all stages of their buyer journey.” A neat summary of why so many B2B strategies these days are simply ABM strategies. The summary came from Maura Smith, Senior VP Marketing at Pepperjam, in the context of some questions about how they’ve been leveraging Madison Logic’s new Journey Acceleration Measurement solution in beta. Pepperjam is a leading affiliate market ..read more

“We would argue that the B2B buyer was changing even before COVID, but has only accelerated 110%,” said Deb Wolf, CMO at Integrate. “Buyers today are so much more on their own, and marketers are left to figure out almost how to be the marketer and the salesperson, because they need to be in all these channels where the buyers are.” That’s the context for today’s launch of Integrate’s Demand Acceleration Platform, aimed at helping marketers orchestrate the B2B buying experience for the digital era. Integrate describes this as an account-based, customizable, precision demand approach. Precision ..read more

Salesforce has announced new ABM capabilities which both promote personalized engagement with account members, and support campaigns targeted at accounts where account members are currently unknown. The announced enhancements are Accounts as Campaign Members and Einstein Key Account Identification. Accounts as Campaign Members. Previously, marketers had only been able to use Salesforce to target accounts if records of individual leads or contacts at that account. This new capability will allow accounts themselves to be added as campaign members, i.e. targets, even if no records of individuals ..read more

Good morning, Marketers, today I’m thinking about data-driven responses to COVID-19. Vaccine supply and an economic rescue plan are ramping up after a pivotal week. But how does the possibility of the pandemic’s end impact the consumer? And how do changes throughout the pandemic impact internal decisions about your team structure, like in-housing? In either case, marketers don’t have to guess. If data was crucial to marketers in “normal” times, it’s even more important now. Further down, I’ve included some numbers to expand our understanding of changes for customers. But marketing strategies b ..read more

The B2B buying and selling process is now digital. B2B buyers (and your most coveted accounts) are in control and driving the process. Gone are the days when a sales rep might ring to say, “I’ll be in New York in 2 weeks if you have time to meet…” B2B pros have spent the last year on video conferences, doing business online and making decisions remotely. They are developing new ways of doing business.  With this shift, B2B Marketers find themselves playing an even more crucial and expansive role in the buying and selling process. Many marketing teams reacted by racing to serve sales and f ..read more

“For me, this is the best time to be a B2B marketer. It’s not only B2B marketing’s opportunity, but it’s B2B marketing’s responsibility to take back control of the buying cycle.” Forceful words from Nick Heys, CEO of Jabmo, a global ABM platform serving industrial and manufacturing businesses, bio-sciences and healthcare. The opportunity described by Heys has been created against the backdrop of a pandemic — and an associated economic crisis — which has forced businesses across the full spectrum of digital maturity, to double down on digital marketing and sales strategies. To gauge the extent ..read more

Up until around March this year, marketing and selling to business accounts didn’t just take place online. There were conferences, trade shows, in-person meetings and demos. Over the last few months, the emphasis has, of necessity, shifted to digital — which means renewed focus on ABM solutions. With such a mix of ABM solutions out there, how can marketers ensure that they select one which advances their goals? It all starts with identifying your exact needs and desired outcomes. “A very simple definition of ABM is leveraging existing marketing elements creatively, to help sales close the deal ..read more

Barely five months after its acquisition of Engagio, ABM vendor Demandbase today announced the launch of Demandbase One, a platform which incorporates Demandbase and Engagio solutions. “Demandbase: intent, advertising, personalization – really strong. Engagio is really strong with orchestration, lead-to account-mapping, sales insights,” Demandbase CEO Gabe Rogol told us at the time of the acquisition. For the first time, Demandbase will be using not just proprietary and third-party data, but clients’ first-party data, with the aim of providing a comprehensive view of target accounts, and Engag ..read more

On Wednesday, November 4th at 2pm EST, MarTech Today’s Editorial Director and host of MarTech Live, Kim Davis, will be talking with industry experts about why it’s now more important than ever to operationalize ABM. Among Kim Davis’s guests for this edition of MarTech Live will be B2B marketing author and consultant Pam Didner. Most B2B marketers are practicing ABM in one form or another. But as we all know, this year is not like last year — and who knows what next year will bring? Whether you’re a business searching for leads in the desert or possibly overwhelmed by leads (if for example ..read more