COVID-19 has caused many B2B marketers to double down on ABM and engage their audiences with account-based targeting and insights. With social distancing influencing how marketers operate, ABM has become integral to adapting business operations to better cater to audiences that are in-market.
Terminus, a full-funnel ABM platform, has launched its Terminus Engagement Hub, aiming to provide data and attribution capabilities that allow users to connect their email, advertising, web and chat experiences under one unified hub.
Account-based marketing (ABM) has its share of disciples who swear that it’s the best way to pursue prospects: 73% of respondents to a Demand Gen Report survey said they practice ABM to “ensure they are targeting the right stakeholders.” Yet, a surprising number of B2B organizations risk being too rigid in their adoption of ABM, focusing solely on their list of target accounts to the detriment of all other potential prospects and marketing opportunities.
With the advent of COVID-19, the B2B industry has undergone a massive shift in the way marketers are reaching their target audiences, allowing them to leverage data insights and buyer trends for effective strategy building. Reliance on data insights has gone from a method of driving engagement and performing outreach to a necessary adaptation for survival.
RollWorks, an ABM platform, announced the launch of Sales Insights, a new tool within the company’s Account-Based Platform for sellers. Sales Insights is designed to identify statistically significant spikes of account-based activity, such as website engagement and advertising click signals, and surface alerts directly in Salesforce and via daily email digest updates.
The B2B Customer Data Platform (CDP) from Leadspace, a data service provider, is designed to help businesses score, prioritize and apply artificial intelligence (AI) to their data management and ABM strategies, positioning users to take advantage of potential opportunities hidden in their data.
IDG has agreed to acquire Triblio, in a union that will pair one of the largest B2B media brands around the world with one of the fastest-growing providers of ABM and B2B martech solutions.
The B2B industry has seen an influx of AI solutions and programs that promise to streamline processes and marketing strategies. While AI has been helpful, there has been a lot of confusion around what it does, how to choose the best AI solution to implement for success.
ABM platform Demandbase has acquired Engagio, a B2B account-based engagement platform, to combine forces within the ABM ecosystem and accelerate the development of a next-generation B2B martech platform. Terms of the deal were not disclosed.
B2Lead, a wholesale marketing solutions platform, has announced an enhanced version of their ABM lead generation program, designed to help users achieve maximum ROI through higher quality intent data and more targeted leads.
