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ABM platform provider Demandbase has announced the launch of its next-generation Conversion Solution. The product aims to provide tighter ABM integration between marketing and sales teams that can help improve the sales process by delivering AI-enabled intent data and insights to sales teams.
The Conversion Solution — which integrates with Salesforce Sales Cloud, Slack and LinkedIn Sales Navigator — is designed to help sales teams keep their finger on the pulse of every account, including when they are on their company’s website, in the news or have a spike in interest in their products.
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"The next-generation ABM Platform by Demandbase is designed for B2B marketers to manage account-based campaigns across the entire funnel by combining Targeting, Engagement and Conversion solutions into one fully integrated platform.
Key features of the platform include: - An Artificial Intelligence (AI) layer, which is designed to enable improvement in account identification rates.
- The ability to create B2B audiences based on buyer intent signals from thousands of websites, as well as real-time personalization of website experiences based on interests and account identity, and the capacity to improve close rates by providing account and individual-based insights.
- A self-service interface that allows users to select target accounts, manage audiences across campaigns, integrate account information from a CRM system and measure the performance of ABM programs based on pipeline and revenue."
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Demandbase on Thursday added self-service capabilities and additional artificial intelligence tools to its account-based marketing platform, promising an easier way for companies to find the right people, set up and manage campaigns.
Focused on targeting, engagement and conversion, the latest Demandbase ABM will include integrations from more than 50 other martech tools and streamline the process of bringing in data from sources such as CRM, the company said. This includes the ability to automatically select the right display ads for a particular account, for example, ways to optimize web sites and forms and deliver relevant data to sales development reps.
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Two titans of Account-based Marketing have joined forces to catalyze the next wave of ABM integrations into established MarTech systems. ITSMA, the B2B marketing leadership community that pioneered Account-Based Marketing (ABM) in the early 2000s, and Demandbase, the leader in ABM technology, announced a new partnership to advance ABM as a comprehensive strategy for all B2B marketers. The news comes on the heels of Demandbase’s recent $65 Million funding round.
According to this research, 35 per cent of ABM marketers today are implementing more than one type of ABM. Among high performing ABM marketers, 63 per cent are implementing at least two types. Moreover, 71 per cent of all ABM marketers plan to scale their programs in the next 12 months with 67 per cent saying they will adopt a blended approach to do so. The need to understand the requirements of a blended approach underscores the importance of this partnership.
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Demandbase today enhanced its account-based marketing (ABM) platform with the addition of what it calls Real-Time Intent, a technology that uses artificial intelligence to help B2B sales organizations identify interested prospects during the early stages of their buying cycles.
It aims to help sales reps understand what products and services their target accounts are likely interested in during those initial research stages and set up a series of automatically triggered sales and marketing motions throughout their funnels, across channels. Leveraging AI and machine learning capabilities, Demandbase’s technology can analyze the billions of interactions it tracks every month. The platform combines the company’s proprietary IP-based data and patented identification technology with data from its ad networks and exchanges, as well as third-party firmographic data and publicly available online data (from press releases, articles, social media posts, and SEC data, among other sources), to map out in real time what each account is interested in.
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Demand Gen Report: ABM as a category has expanded greatly over recent years, both in terms of adoption and also the number of solution providers. Do you think this expansion is a good thing for Demandbase and its future growth?
Chris Golec: ABM itself has been in practice for dozens of years, but it was more of a business process and there wasn’t really technology available to do it at scale, and so it’s really taken off over the last few years and kind of gone beyond becoming a hype factor.
We love the fact that there are lots of other ABM players coming in because you can’t have a category with one or two players. And while we have the biggest footprint in a full platform, there are still needs for others in the space and it’s great that there are other niche players coming in.
We’re also seeing opportunities—we’re going into some of our large enterprise customers and literally training hundreds of people within a single company on account-based marketing. And it’s not just what it is or how to do it; it’s how do we change the measurement tactics of our marketing team? Because if you’re still measuring your team on MQLs, click-through rates or traffic volume, you’re going to be way behind. Companies that are more advanced in doing ABM now are measuring the marketing teams on close rates, deal size, pipeline generation—way more advanced and better aligned with the sales team and what the CEO cares about.
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Demandbase, provider of a B2B account-based marketing (ABM) platform, closed $65 million in its latest funding round today. This round brings the San Francisco-based company's total funding to $150 million.
Chris Golec, Demandbase CEO, told CMSWire the company plans to continue its innovations in Artificial Intelligence (AI) throughout its ABM platform. Its investment in AI stems from its acquisition of data science company Spiderbook one year ago.
The company also plans to hire data scientists with the new funding.
"People are trying to get their arms around AI and how it applies to their marketing stack," Golec said. "There are a lot of theories out there, but we're starting to see people putting it into action. This new investment is a huge opportunity to take what we're doing with Spiderbook and all of our different proprietary data that we have and accelerate that data around AI and apply it to ABM."
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Using algorithms and an account-based marketing (ABM) approach, Demandbase helps sales and marketing teams identify companies that are more promising prospects and higher-value leads. Demandbase identifies a series of attributes (determined by an individual company) that signal when a company is ready to buy. It then combines the company's internal data with third-party information gathered through machine learning and linguistics (including U.S. Securities and Exchange Commission filings, annual reports and social media) to identify the most promising accounts and to personalize sales and marketing efforts accordingly.
Demandbase analyzes a company's buying "triggers" and counsels sales reps on which companies to focus on. It also coaches marketers on the most appropriate marketing content to send to each company to cultivate these leads. As a result, ABM allows companies to target larger accounts and more promising leads.
Demandbase and ABM also identify the most appropriate members within a company to target with sales and marketing efforts. Account-based marketing recognizes changes in the way companies purchase goods and services. Many companies now have buying teams to help make purchasing decisions, so ABM identifies the most appropriate decision-makers within the company to target.
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Demandbase has unveiled DemandGraph, a business graph driven by artificial intelligence that now powers the account-based marketing technology provider’s solutions.
DemandGraph captures and monitors business behavior and relationships across businesses worldwide, pulling and deciphering data from not only a company’s own website and CRM, but also billions of web pages on the internet, according to the company. Marketers can then use the data to find out about their company’s customers, partners, suppliers, competitors, investments and regulatory filings.
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Account-based marketing (ABM) technology provider Demandbase leveraged LookBookHQ, a content marketing automation platform, to help create bundled content intended to educate its target account audience on ABM.
Demandbase wanted to engage with its target account audience and provide them with access to information about ABM that they could ingest at their own pace. While the company has historically done a good job of developing content, said John Dering, ABM Thought Leader & Director of Marketing Programs at Demandbase, they “weren’t merchandising it to the best of their abilities.” Demandbase simply posted the content on their site and hoped that visitors would find it or sales would send it to prospects and customers.
The company incorporated LookBookHQ into its content strategy, instead of posting content directly to its website, which allowed visitors to consume multiple pieces in one sitting. Demandbase was also able to remove friction in conversions because, Dering said, “historically when we were doing these tests, we were sending people to the landing page to fill out a form to access the content.”
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Unlike vendors that moved from the back to the front of the glass, Salesforce already has marketing, sales and service clouds. Historically, it relied on partners for commerce, but direct commerce capabilities could bring a well-rounded solution and drive competitors to make similar moves.
But, if past is prologue, don’t assume 1 + 1 equals 3, or even 2; or cloud plus cloud equals full coverage. A key complaint among marketers is the level of support needed from systems integrators or internal IT to make commerce and marketing solutions from the same vendor work together as promised.
Marketers often struggle to wrangle internal or external technology resources to support integration or implementation or they fail to factor that into their budget or timeline. It’s a key reason many opt for a best-of-breed approach.
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At first glance these two software vendors compliment each other well because there is so little redundancy -- Demandware filling a commerce gap in the Salesforce portfolio. However, it’s more complicated than that. From the DX platform angle, Salesforce is acquiring a competitor.
Here’s the rub for this acquisition strategy: two platforms divided cannot stand. While Salesforce and Demandware have the benefit of both betting on SaaS, they have big obstacles to overcome. Technology integration and rationalization is one, big obstacle. Possibly bigger, Salesforce’s CRM-centric horizontal roll-up strategy must subsume Demandware’s retail commerce suite, which is a vertical roll-up strategy.
Predictions:
- Salesforce must take a firm hand to establish a parallel Commerce Cloud, adjacent to the existing Demandware offering and client base.
- Perhaps more importantly, Salesforce will leverage the Commerce Cloud in conjunction with Sales, Service and Marketing Clouds to go head-to-head with SAP hybris and Oracle’s CX cloud, and to a lesser extent, IBM. Platform level integration will take time, probably between 12-36 months.
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Demandbase announced the acquisition of Spiderbook, a data science company that automates the identification of companies that are likely to buy, for an undisclosed fee. All Spiderbook employees will be joining the Demandbase team, and a company spokesperson states Demandbase plans to make the Spiderbook solution available by June.
The acquisition expands Demandbase’s offerings, enabling B2B marketers to identify, target and engage key accounts. Spiderbook is designed to identify buying intent within new accounts, highlighting opportunities for ABM practitioners to engage relevant stakeholders within the account to move them further along in their buying journey.
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The key findings indicate that ABM adoption is rapidly accelerating and has gained fast acceptance in B2B: more than 70 percent of B2B companies have staff that are fully or partially dedicated to driving ABM-specific programs. Additionally, 58 percent have a pilot or test program and 41 percent have a full program in place.
Additional findings include:
- Marketers are rapidly building new skills for ABM: Companies are ramping up to support ABM programs. Sixty-two percent said that they have the skills needed to be successful with ABM, compared to 53 percent in 2015.
- Sales alignment remains high with companies that practice ABM: Sixty percent of companies say they are “somewhat” or “tightly” aligned with sales, compared to 34 percent in 2015. When companies are employing ABM strategies, 83 percent of the time sales helps determine target accounts.
- Technology and service investment continues to grow: Marketers are using technology to deliver and scale ABM, with 58 percent of companies planning to invest in services or technology in 2016. The leading planned investment for ABM in 2016 is Account-Based Advertising and re-targeting, with 68 percent of companies earmarking budget for this technology.
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Demandbase has partnered with Oracle Marketing Cloud to introduce an account-based marketing automation (MA) solution. Called Demandbase Account-Based Marketing Automation, the solution will position B2B marketers to implement account-specific campaigns directly in Oracle Eloqua Marketing Automation. Customers are currently beta testing the new solution.
The new solution, which is built on the Oracle Marketing AppCloud Framework, will enable B2B marketers to use Oracle Eloqua to accomplish multiple tasks, including:
- Eliminating online form fields and dynamically appending records with more accurate and standard account data;
- Appending historical lead and contact data with standardized account data;
- Leveraging Demandbase’s Account Score to trigger campaigns and workflow at an account level; and
- Targeting the entire buyer committee from important accounts.
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Demandbase, the leader in Account-Based Marketing (ABM), today announced a partnership with Integrate that will provide high value leads using its industry-leading Account-Based Advertising solution. This expanded offering provides B2B marketers with an automated process to generate high value leads from decision makers at specific target companies. This service combines Demandbase's unique ability to identify and engage target accounts from across the web with Integrate's demand generation software – allowing marketers to capture leads from those target accounts and seamlessly inject them into a customer's existing sales process.
The partnership includes product integration where accounts demonstrating increased engagement from Account-Based Advertising are synchronized with Integrate's software. Integrate then orchestrates demand generation campaigns across an ecosystem of media partners to engage key stakeholders within those accounts and generate leads. The qualified lead data is then imported into the client's marketing automation system to be scored and injected into the sales process and reporting is pushed back to Demandbase's Account-Based Advertising dashboard. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Demandbase today announced its new B2B Data Cloud, an open data platform designed to serve relevant ads and website content to qualified sales prospects as they move through the sales process.
The new data cloud is built around Demandbase’s original secret sauce — a large database that associates IP addresses with company information, so that clients can detect when an employee of a prospect company is visiting its website or viewing one of its ads. Demandbase can also serve advertising based on the position of the employee within the prospect company.
The Demandbase cloud can then draw on demographic and behavior data from the client’s existing CRM (customer relationship management) system and from third-party data sources to determine (in milliseconds) the most strategic and relevant ad or website content to present.
“The $35 billion market for B2B solutions has been massively underserved by cookie-based consumer technologies with data models that simply don’t extend across advertising, marketing technology and CRM solutions,” (CEO) Golec said in a statement.
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There were two industry announcements this week that were unexpectedly related. The first was HubSpot’s announcement yesterday that its CRM offerings would now include access to a 19 million account prospecting database. The second was Demandbase’s acquisition of data-as-a-service vendor WhoToo, which offers its own set of 250 million profiles relating to 70 million business processionals.
The HubSpot announcement is interesting mostly because it too recognizes the importance of giving marketers audience lists without acquiring the names for themselves. You could argue this makes HubSpot a player in the super-hot Account Based Marketing category, although they didn't use the term. If they are, it's ABM-lite, in the sense that HubSpot will give CRM users basic profile information, usually including a phone number, but doesn't offer contact names or email addresses. It also pulls recent news stories. This is pretty consistent with HubSpot's historic aversion to unsolicited outbound contacts.
The point here is that both HubSpot and Demandbase are adding data to their marketing technology, something we’ve seen in other deals like Oracle buying Datalogix. There are still plenty of stand-alone data vendors, especially when it comes to B2B prospecting lists. And there are plenty of vendors who combine prospect data with predictive – including LinkedIn itself since its recent FlipTop acquisition. But I think we can add “data plus tech” to the tote board of martech horse races.
This scoop comes to you compliments of marketingIO.
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B2B marketing tech company Demandbase announced today that it has raised $30 million in a round led by Sageview Capital.
The financing round includes participation from existing investors Adobe Systems, Altos Ventures, Costanoa Venture Capital, Greenspring Associates, Salesforce.com Ventures, Scale Venture Partners and Sigma West, and brings Demandbase's total funding to more than $90 million.
The San Francisco-based company said it will use the funding to accelerate growth around account-based marketing (ABM), which is becoming more popular in the $35 billion B2B digital marketing industry, as well as possible acquisitions.
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The tool, which is part of the Demandbase B2B Marketing Cloud that launched earlier this year, tracks campaign performance over time for any account, industry or business segment to reveal relevant sales trends. The most highly touted features of the Sales Accelerator are predictive capabilities. It can pinpoint new opportunities and send alerts to salespeople when the activity from a key account has significantly increased. These alerts, as well as other notifications, can be sent directly through a user's Salesforce account on their mobile phone. Demandbase said that the tool can shorten the sales cycle and boost marketing investment by helping sales identify good leads before they are contacted. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Intermediate/ Digest...
It might be a bit of a stretch to call Demandbase’s offering, which brings together its existing technologies into one integrated package, the “first ever” B2B marketing cloud — competitors such as Salesforce, Oracle, and Adobe certainly serve the B2B crowd as well. However, Demandbase does focus solely on the business-to-business marketing space, which separates it from the other marketing clouds. Adobe’s suite focuses on ad-buying, social, targeting, campaigns, and analytics, and Salesforce’s cloud includes email, mobile, social, advertising, and web components. Demandbase has a different set of components, including five separate suites: - identification technology that tells you who is on your site
- audience management that allows you to build lists of companies to target all over the web
- a real-time bidding ad exchange to buy targeted ads focused on those companies via Google, Facebook, and more
- connections into the same marketing clouds that also use Demandbase, including those from Oracle, Adobe, Salesforce, and 10 different marketing automation systems
- and a new CMO dashboard that gives you a complete view of spend and results
The power of Demandbase is that with its identification and targeting capability, the company is able to tell companies exactly who is visiting its site and who doesn’t even have a clue the company exists. Being able to tie that information directly into a targeted ad campaign that focuses just on people in the companies you want to market to is a powerful capability. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Basic/ Excerpt...
Demandbase today announced the closing of $15 million in venture capital to grow its platform for personalized B2B marketing. The company claims that, in 2013, the volume of Web interactions managed within its cloud-based platform tripled to more than 10 billion.
Demandbase is used in concert with more than 30 marketing solutions, including technologies from Adobe, Marketo, Oracle, and Salesforce.com. It's Demand Side Platform for B2B advertising integrates with Google, Microsoft, Facebook, and several private exchanges.
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Demandbase Releases Intent-Based Sales Solution For ABM Platform - Demand Gen Report
This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing