KickFire, a B2B sales automation and IP address intelligence solution, has announced the launch of Account Watchlist within its LIVE Leads platform. The new feature is designed to allow B2B marketers to optimize their account-based marketing (ABM) strategies using firmographic data and IP address intelligence.
Data continues to be a tall hurdle for ABM practitioners, according to new research from Agent3, a marketing and technology company. The report found that 92% of respondents feel that the data available to them is subpar. Consequently, 64% of respondents relied more on personal instincts and existing relationships, rather than data, to identity leads.
At a recent industry event, the above question was posed by marketers and industry observers, who wondered out loud where the account-based marketing train was actually headed. It’s certainly a question worth pondering, especially as the marketing-tech world has become awash with buzz-worthy new technologies promising all manner of sales, revenue and AI-powered Nirvana.
Marketo announced new features to its ABM offering designed to better align marketing and sales teams on account data, as well as enhance account engagement across channels. The company also unveiled new user interface (UI) updates to its marketing engagement platform, which the company states will help customers better analyze and leverage behavioral data obtained through their marketing initiatives.
Account-based marketing (ABM) has become a powerful way for B2B marketers to connect with their most valuable customers and prospects, and many companies are beginning to implement it throughout the organization. The latest buzz around artificial intelligence (AI), and the combination of AI and ABM, are intriguing to many marketing organizations as well, but the process of combining the two can be intimidating.