RollWorks, an account-based platform, has partnered with intent data aggregator Bombora to launch Account Intent as a part of their platform’s Identification solution. The newctool is designed to identify in-market companies based on buyer’s intent, allowing B2B marketers to make informed decisions about which accounts to target in their ABM strategy.
Rolling out an ABM campaign is no small task, but research from Demand Gen Report shows that potential payoffs are big. More than half of B2B organizations (56%) say ABM has improved marketing and sales alignment, 46% say it has resulted in a more efficient use of marketing resources and 33% say it has streamlined the customer acquisition path.
Demandbase has launched the Demandbase ABM Ecosystem, which is designed to expand ABM from single-vendor solutions to include marketing automation, CRM, content management systems, direct mail platforms, analytics engines and more technologies needed to execute an effective ABM strategy.
As more marketers dip their toes into ABM, early adopters are stepping forward and sharing their experiences with common hurdles and challenges that can be avoided via the right combination of technology, research and support. Ninety-three percent of marketers say ABM is extremely or very important to their organizational success, according to Demand Gen Report research. Yet, 75% have had their ABM strategy in place for less than a year and are still fine tuning it, making peer input invaluable.
The B2B marketplace has been in an ABM renaissance, if you will, for the past several years. The ad tech space, in particular, has seen itself homing in on account-focused offerings to help organizations get in front of the right stakeholders at target accounts — where and when they need to engage.