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SAN FRANCISCO, April 12, 2021 /PRNewswire/
Demandbase, the pioneer and leader in account-based experience (ABX), earned the top position as the global market leader on the Vendor Selection Matrix™ for Account-Based Marketing, released by the analyst firm Research In Action. Demandbase ranked first on the matrix, among the Top 15 Global Vendors, primarily selected by the technology research company s unique survey-based methodology for comparative vendor evaluation. Each year we are proud to deliver valuable and insightful information for B2B marketers, said Peter O Neill, Research Director, Research In Action GmbH. Ranking highest on our list proves that Demandbase is focused on providing innovative solutions to its customers. We are happy to have them included in this year s report.
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B2B marketers embraced Account-Based Marketing, but how do you get there? It won t be easy if you have the wrong strategy. Integrate thinks it can solve this, with a solution built on a buyer-driven marketing strategy.
We can look to COVID-19 as the accelerant needed to adapt B2B marketing, but it is only that, an accelerant. Buyers were changing their habits long before COVID (how they consume content, research and make decisions, engage with vendors), and they will continue on that path. We are now in a buyer s world, and we need a buyer-driven strategy. But it s a significant change for organizations that typically follow a marketing-driven or sales-driven strategy. Integrate believes they have the technology to help make that change.
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Taking a deep(ish) dive into Terminus and the potential of multi-channel ABM.
Terminus has picked up $90m Series C funding, a nice kick-off to 2021, and further indication that Account-Based Marketing (ABM) is the go-to strategy for B2B brands.
The last year or so have been somewhat transformative for Terminus, with several acquisitions that have added to the platform’s capabilities and their desire to “power high-performing go-to-market teams”, including in 2019 Sigstr, which enables custom signatures in emails.
At the time I didn’t see the value of this, but after seeing it demoed in a recent Terminus demonstration, it finally clicked for me - this is about custom signatures (which include a banner) for accounts or types of accounts and the ability to select a specific signature from a marketing-approved list. In other words, it’s another way to ensure a consistent message across channels.
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(via Pixabay)
I was looking at my introduction for the 2019’s marketing tech in review article, thinking about what has changed. Has the martech stack improved? Are companies getting better at implementing the right technologies, integrating where necessary? We’ve made strides, but the pandemic yielded some adjustments that, I think, were necessary.
Marketing and Sales technology enables companies to create better customer experiences across the customer lifecycle. But in our rush to implement the latest and greatest, the customer was getting lost. I’d argue 2020 forced us to rethink and redesign our marketing and sales strategies to focus on what customers want and need.