InsideView, a marketing intelligence platform, has launched a new ABM solution, which the company states can provide B2B companies with enhanced account and contact data for augmented targeting and personalization. The company has also expanded its partnership with Marketo to further drive ABM adoption within the B2B marketplace.
The packaged solution, called the ABM Acceleration Kit, enables users to continuously obtain accurate marketing data about prospective accounts. This positions companies to identify target accounts with the highest propensity to buy and effectively measure marketing success. The company also states that the solution can help connect individual leads within a database to known accounts, providing both marketing and sales a holistic view of the stakeholders in a target account.
“Targeted data based on rich, contextual insights is the secret sauce for ABM,” said Marc Perramond, VP of Product Management at InsideView, in a statement. “Reorienting your marketing and sales to focus on accounts is a huge undertaking for many companies, so it’s critical to get account selection right. If you don’t, no ABM actions will work. We’re doing everything we can to make our customers’ ABM initiatives successful on whatever level works best for them.”
The expanded partnership with Marketo aids users of both solutions to leverage account data and execute relevant marketing campaigns. InsideView states that integration between both solutions will fuel further ABM adoption among its customers.
