Good morning, Marketers, and ABM again.

An ABM-heavy newsletter today, with Demandbase launching a new integrated platform just four and a half months after acquiring Engagio, and Terminus adding psychographics to its AB arsenal by acquiring GrowFlare.

If you thought the ABM space was essentially established and unchanging, think again. After several years of attending presentations which told you what ABM is and why you should do it, leading vendors in the space are pushing hard to elevate and differentiate their offerings.

Yet again, we’re seeing (in part, anyway) the pressure from the pandemic to drive B2B marketing through digital channels, thus creating a need to orchestrate those channels. As Gabe Rogol, CEO of Demandbase, told me, that doesn’t mean blasting business buyers with emails. It requires a much subtler understanding of the customer journey and how to guide it, using digital tools, to the hand-off to sales and conversion. Read more below. 

Kim Davis,
Editorial Director, MarTech Today

 
 
 
ABM
 

Demandbase launches Demandbase One

Demandbase may be perceived by some as an expensive, enterprise-only ABM platform, but it’s unquestionably one of the most recognized names in the space. Five months ago, it essentially acknowledged that it was not an end-to-end solution by acquiring Engagio. Demandbase was skilled at discovering in-market accounts and targeting them with advertising; Engagio offered ways to orchestrate the journey through the middle and lower part of the funnel. It seemed a good fit.

Barely five months later Demandbase this week announced the launch of Demandbase One, a platform which incorporates Demandbase and Engagio solutions. Demandbase One will use not just proprietary and third-party data, but clients’ first-party data, with the aim of providing a comprehensive view of target accounts, and Engagio-derived orchestration capabilities to steer deals to closing.

As for the speed of the integration, Jon Miller, Demandbase Chief Product Officer (and co-founder of Engagio and Marketo) said: “There was very little redundant or overlapping technology that we needed to reconcile. “We were able to take the mature Engagio platform, take all the Demandbase technology, and integrate it into that in a way that was very straightforward.”

Read more here »

 

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Data
 

Data-first marketing: A strategy to stop wasting 30% of your budget

In today’s digital-first world, a world where the customer comes first, a world where it’s about the buyer and not your internal team structures, data silos or sales process, data quality is the first and foundational building block that your marketing and sales teams need. It’s what allows your teams to align around, develop strategies, execute programs, and attack your target markets.

When we fail to address data quality, first and upfront before it hits your database, the out-of-pocket, hidden, and professional costs are real. Bad – incomplete, inaccurate, unstandardized – data significantly hampers marketing’s performance and ability to deliver against its numbers to the business and promise to their customers and prospects.

Scott Vaughan, Chief Growth Officer at Integrate, insists that ensuring data health should be a top KPI. “Marketing in 2021 is going to be much harder as performance demands from execs increase and prospects and customers interacting, research and purchasing remotely is the norm. With budgets being developed this quarter, now is an ideal time for nailing your strategy and committing to getting your data right, first.”

Read more tips from Scott Vaughan here »

 

Building connections between siloed channels, technologies and teams

Sponsored by Integrate

Oftentimes, when we visualize the perfect buyer’s journey, we’re looking at it from a marketer’s perspective, imagining what we’re trying to achieve with our initiatives. But, ultimately, the definition of the perfect journey is in the eye of the buyer. The buyer doesn’t really care about your programs, your channels or what technologies you’re using, they’re just trying to get enough information to make a purchase decision.

We recently spoke to Integrate CMO Deb Wolf about the perfect buyer’s journey and the obstacles marketing teams face when trying to deliver the ideal customer experience. In the lightly-edited conversation, Wolf shares specific tips for building connections between siloed channels, technologies and teams, as well as the reasons why this is so important today.

Read more »

 

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ABM
 

Terminus acquires psychographic intelligence firm

ABM platform Terminus has announced the acquisition of GrowFlare, a predictive data service provider that uses psychographic intelligence to help brands prioritize accounts and identify lookalike accounts. 

GrowFlare uses psychographics (the study and classification of people according to psychological criteria) to better understand target accounts’ intent signals and propensity to buy, as well as identifying new accounts by comparing their psychographic profiles with existing accounts.

It also makes it possible to segment accounts based on psychographic as well as firmographic, relationship, and intent data.

Why we care. Further refining the ability to identify promising or in-market accounts — at scale — should strengthen the foundations of Terminus customers’ ABM strategies.

 
 
 
Quote of the Day
 

“When we fail to address data quality, first and upfront before it hits your database, the out-of-pocket, hidden, and professional costs are real. It’s expensive, it burns resources, and it delivers crappy experiences when you’re marketing is off the mark.” Scott Vaughan, Chief Growth Officer, Integrate.