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1、MARTECH INTELLIGENCE REPORTENTERPRISE ACCOUNT-BASEDMARKETINGPLATFORMSA MARKETERS GUIDEVisit RollW to learn more about the ABM Platform that drives 5x ROI compared to other vendors.The Ultimate ABM Buyers Guide covers:5 platform must-haves(hint:its more than just features)12+key questions to ask each

2、 vendor 3 investment-case ready ABM platform usage storiesKnow exactly what to look for to be confident your tech will drive results.GET MY BUYERS GUIDEEyeing an ABM Platform?Watch our 4-min product demo 2022 Third Door Media,Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Bas

3、ed Marketing Platforms:A Marketers GuideScope and methodology.2Account-based marketing market overview.3Figure 1:Amidst the COVID pandemic,more budget is dedicated to ABM.3The evolution of B2B buying.4Figure 2:More than ever,buyers are seeking information pre-purchase.4Figure 3:The majority of buyer

4、s journeys occur before the salesperson becomes involved.5Figure 4:Benefits of ABM cited by marketers surveyed.6Figure 5:B2B companies are placing greater emphasis on the full lifecycle of the customer relationship.6Figure 6:Many programs mature,but others have room to grow.7Figure 7:Technology issu

5、es result in challenges for 30%of marketers.8Figure 8:Marketers are replacing their ABM tools at a much higher rate than previously.8Large,well-funded vendor market responds to ABM demand.9Point solutions give way to platforms.9Consolidation and growth.10Critical elements for ABM success.11Figure 9:

6、Sample ABM sales funnel.As accounts travel down the funnel,they deliver more value to the organization.12Table 1:Select ABM Metrics.13ABM tool capabilities.14Data enrichment.14Table 2:Vendor capabilities for customer data enrichment .14Account targeting.15Personalization and/or predictive recommenda

7、tions.15Table 3:Vendors orchestration/personalization capabilities.15Interaction management/Orchestration.16ABM reporting .16Third-party software integration .16Table 4:Vendors orchestration/personalization capabilities.16Choosing an ABM tool.17The benefits of using ABM tools.17Pricing.17Recommended

8、 steps to making an informed purchase.18Step One:Do you need an ABM tool?.18Step Two:Identify and contact appropriate vendors.19Step Three:Scheduling the demo.19Step Four:Check references,negotiate a contract.20Conclusion.21Vendor profiles.226sense.22Adobe Marketo Engage.24Bombora.26Demandbase.28Dun

9、&Bradstreet.31Folloze.33Integrate.35Jabmo.37Kwanzoo.39Madison Logic.42Market Resource Partners,LLC(MRP).44RollWorks.48Salesforce.50Terminus.53Triblio.55Table of Contents 2022 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers

10、 GuideScope and methodologyThis report examines the current market for B2B account-based marketing(ABM)tools and the considerations involved in implementing ABM software.This report answers the following questions:Why do B2B companies use ABM software?What are the key elements of successful ABM stra

11、tegies?What capabilities do ABM tools provide?Who are the leading players in ABM software?How much does ABM software cost?What should we ask ourselves and vendors before we adopt ABM software?For the purposes of this report,ABM is defined as a B2B strategy that aligns sales and market-ing efforts to

12、 deliver targeted advertising,as well as personalized content and messaging,to high-value accounts.ABM recognizes that B2B purchase decisions are often made by a group of individuals within a company,each of whom may have their own interests and priorities.ABM tools automate many of the data and wor

13、kflow processes that enable this approach.This report focuses primarily on ABM tools that gather information about and manage account interactions,such as digital advertising,social media,websites,email,events(both live and online),in-person/phone-based sales outreach and direct mail.Adjacent techno

14、logies integrate with and work alongside these tools to provide B2B data enrichment;predictive analytics and recommendations;and infrastructure and orchestration services.The vendors profiled in this report are representative of the choices available;they are not a comprehensive list of ABM tool ven

15、dors.This report does not recommend any ABM tools or companies and is not meant to be an endorsement of any particular product,service or vendor.The report explores ABM market growth and trends,the key elements of successful ABM strat-egies,ABM tool capabilities and recommended steps for making an i

16、nformed purchase decision.If you are considering licensing an ABM software tool,this report will help you make a purchase decision and select the best partner for your business needs.This report was prepared by conducting in-depth interviews with leading vendors and industry experts as well as gathe

17、ring information from profiled vendors via a proprietary questionnaire.These interviews and surveys took place in May and June of 2022 and built upon previous ver-sions of this report.These sources,in addition to third-party research,form the basis for this report.Editorial Adviser:Kim Davis,Editori

18、al Director,MarTech,Third Door MediaResearch/Writing/Editing:Pamela Parker,Research Director,Third Door MediaKaren Burka,Senior Research Consultant,Third Door MediaLifetime Value:Engagement Score:$24,870HighSALEInsights and trends from 6,000 marketers and over two trillion outbound marketing communi

19、cations.Lauren BoyleLowell,MASee how theyre driving results.Real-time engagement.More productive workflows.Marketers are making every moment count to drive success now.From the insights of 6,000 marketers to 2 trillion+outbound moments worldwide,uncover marketings top six trends in our 8th State of

20、Marketing Report.Get the report for free at the report87%of marketerssay they provide greater value now than last year.2022 Third Door Media,Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideB2B marketers have employed account-based mar

21、keting(ABM)for well over a decade,but the approach has quickly begun gaining currency over the past few years and that growth is expected to continue.Account-based marketing market overviewB2B marketers have employed account-based marketing(ABM)for well over a decade,but the approach has quickly beg

22、un gaining currency over the past few years and that growth is expected to continue.Forrester predicts that,by 2025,account-based marketing will become the main way most B2B companies identify,plan,manage,and measure buying and post-sale activity.Factors influencing this rise include shifts in buyer

23、 preferences and pre-purchase behavior,as well as the development of more sophisticated technology and data products that enable marketers to analyze behavior,identify in-market audiences,and craft experiences for a buying group or its individual members.Additionally,the COVID pandemic accelerated t

24、hese fundamental shifts in the buying cycle by forcing events and in-person meetings to go virtual.A survey by the IT Sales and Marketing Association(ITSMA)found 27%of the marketing budget dedicated to ABM in 2021,with 75%of those surveyed saying they planned to increase spending on ABM in 2022.(See

25、 Figure 1.)Figure 1:Amidst the COVID pandemic,more budget is dedicated to ABM.of the marketing budget dedicated to ABMexpected to increase the budget dedicated to ABM in 202227%75%n=165n=195Average ABMbudget growth13.5%20212022Source:ITSMA 2021 B2B Marketing Trends surveyEven a return to the“new nor

26、mal,”however,isnt expected to slow the growth of ABM,because the trends driving the changes in buyer behavior have long been brewing.2022 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideFor some time,B2B buyers have c

27、onducted substantial research online before talking to a salesperson,and the vast amount of information available to buyers has given them an upper hand.The evolution of B2B buyingFor some time,B2B buyers have conducted substantial research online before talking to a salesperson,and the vast amount

28、of information available to buyers has given them an upper hand.The lockdowns,canceled events and work-from-home trends that characterized the pandemic period exaggerated this phenomenon,and,even as in-person opportunities return,the buying cycle has been forever changed.Last year,Forrester Research

29、 found the average number of buying interactions occurring during the purchase process soared by 10 to 27 in 2021,with buying interactions defined as“any activity to obtain information about offerings or vendors,”including self-guided interactions,such as online research,or personal interactions,suc

30、h as contact with a salesperson.(See Figure 2)This trend shows that buyers are determined to do their due diligence before making purchase decisions,raising the importance of the personalized,targeted experiences enabled by ABM technologies.Figure 2:More than ever,buyers are seeking information pre-

31、purchase2017201920210%5%10%15%16%17%27%20%25%30%Average number of buying interactions during the purchase processSource:Forrester Research 2021 B2B Buying Study.Though Forrester didnt specify what buyers were doing during these new interactions,other surveys of B2B buyers indicate that most pre-purc

32、hase activity occurs before the salesperson becomes involved.(See Figure 3.),2022 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideAlthough inbound marketing remains critical to B2B lead generation,many marketers are i

33、ncreasing their use of ABM to take back some control of the process and speed up the buying cycle.Digital engagement,Salesforce notes in its most recent“State of the Connected Customer”report,“hit a tipping point”in 2021,when an estimated 60%of interactions took place online,compared to 42%the year

34、before.The company expects this behavior to continue post-pandemic.Its survey showed that 80%of business buyers expect to conduct more business online after the pandemic as compared to before.At the same time,the number of influencers involved in B2B purchase decisions has increased,leading to a lon

35、ger and more complex buying cycle.The median B2B buying group involves six to 10 decision-makers,according to Gartner,and 77%of buyers surveyed say purchases“have become very complex and difficult.”Although inbound marketing remains critical to B2B lead generation,many marketers are increasing their

36、 use of ABM to take back some control of the process and speed up the buying cycle.This shift from a reactive to proactive marketing approach is working well for many B2B companies.Marketers report ABM yields multiple important benefits,with 72%of those surveyed by ITSMA and the ABM Leadership Allia

37、nce saying the practice delivers higher ROI than other types of marketing.Additionally,marketers found ABM contributing to their companys reputation and relationships,as well as their revenue.(See Figure 4)Figure 3:The majority of buyers journeys occur before the salesperson becomes involved21%22%20

38、%17%10%10%Identify&Clarify needsMore than 79%wait until they have fully defined their needsMore than half identify solutions first37%only want to nail down detailsIdentify SolutionsEvaluate SolutionsResolveConcernsNegotiateImplement Source:Korn Ferry Buyer Preferences Study,2021.2022 Third Door Medi

39、a,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideFigure 4:Benefits of ABM cited by marketers surveyed%reporting improvement from ABMReputationRelationshipsRevenue65%73%40%n=183Source:ITSMA 2022 These figures speak to another factor m

40、aking ABM a preferred methodology in part because of the COVID pandemic,marketers are placing much greater emphasis on the experience of existing customers,fostering deeper relationships in a bid for upsells and recurring revenue.In Salesforces research on the current state of sales,it found that 86

41、%of sellers place more importance on long-term relationships in the current environment,while 80%cite the increased value of building trust after a sale.(See Figure 4.)Both of these goals are especially conducive to an ABM approach.Figure 5:B2B companies are placing greater emphasis on the full life

42、cycle of the customer relationshipIncreased importance oflong-term customer relationshipsIncreased importance ofbuilding trust before a saleIncreased importance ofbuilding trust after a saleChanging sales success metricsNew job responsibilities86%83%80%72%64%Reps who reported the following impactsof

43、 current economic conditionsSource:Saleforce State of Sales,4th Edition 2022 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideAdopting ABM and implementing a full program can be daunting task,with marketers citing sign

44、ificant challenges with everything from organizational and target account list changes to data usability and insufficient budget.Though many marketers using ABM strategies have matured their programs,more than a third of companies have room to grow with 34%of those surveyed telling Forrester they we

45、re either piloting ABM or had adopted a full program for less than a year.(See Figure 6)Figure 6:Many programs mature,but others have room to grow5%10%15%20%25%30%PilotFull program less than a yearFull program 1 year to under 2 yearsFull program 2 years to under 3 yearsFull program 3 years to under

46、5 yearsFull program 5 years or more18.5%15.4%15.4%13%10.2%27.5%How mature is your account-based marketing effort?Base:324 global respondents0%Source:Forresters Account-Based Marketing:A Global Audit 2020Adopting ABM and implementing a full program can be daunting task,with marketers citing significa

47、nt challenges with everything from organizational and target account list changes to data usability and insufficient budget,the Forrester ABM survey found.(See Figure 7)But the biggest challenges,cited by 30%of respondents,were technology-related.Marketers mentioned both the limitations of the tools

48、 they were using as well as difficulty with integration.2022 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideFigure 7:Technology issues result in challenges for 30%of marketersTechnology limitations/integration challe

49、ngesContinuous changes to targeted account listOrganizational changes Impacting ABM strategyInsufficient budgetData usability issues(e.g.,activation of intent data,parent/child account data,data compliance)Inability to demonstrate valueLack of account and contact insightsLack of a dedicated ABM lead

50、erInability to scaleInability to customize content for ABM accountsLack of leadership supportRegional nuances impacting ABM team designLack of sales buy-in21%17%23%19%23%22%17%25%25%27%26%26%30%Of the following common challenges with ABM,pick the top three that you have experienced in the past 12 mo

51、nths.Source:Forresters Account-Based Marketing:A Global Audit 2020This characterization of the technology challenge jibes with our own MarTech 2022 Replacement Survey,which found ABM technologies being replaced at a significantly higher rate(13%)in 2022 versus 2021(5%),making it among the categories

52、 seeing a big jump in replacement activity.(See Figure 8.)Figure 8:Marketers are replacing their ABM tools at a much higher rate than previouslyCRMSEO ToolsMarketingautomationEmail distributionWork and project managementVirtual events/webinar platformEcommerceCMSABMAnalytics/business intelligenceDig

53、ital asset managementAttribution performance toolsCustomer data platformCustomer journey orchestration analyticsData management platformMulti-function marketing suitee.g.Adobe Marketing Cloud,Salesforce Marketing Cloud,Oracle Marketing CloudIdentityresolutionDXP20222021What application(s)did you rep

54、lace?0%5%10%15%20%25%Source:MarTech 2022 Replacement Survey 2022 Third Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideIn addition to consolidating their tool sets,vendors are also investing heavily in artificial intellige

55、nce(AI)to deepen the data insights available through their tools,as well as the targeting and relevance of marketing execution.The vendors of ABM platforms were looking at in this report hope to help marketers tackle these challenges with the functionality offered by their software.Those we intervie

56、wed for this report said theyd stepped up their investment in artificial intelligence(AI),have begun to place a focus on proprietary data and also seek to make their platforms useful across the enterprise(sales,marketing,customer success)and through the entire customer lifecycle.Large,well-funded ve

57、ndor market responds to ABM demandA great number of ABM vendors provide everything from all-in-one platforms to enable ABM strategies,to adjacent services like data enrichment,identity resolution,analytics,and interaction management/orchestration to B2B marketers ramping up their programs.The more c

58、omprehensive platforms come from B2B mainstays such as Dun&Bradstreet,Salesforce and Marketo,which share the space with a growing group of independent ABM platforms including 6Sense,Integrate,Demandbase,Bombora,Jabmo,RollWorks(a division of NextRoll),N.Rich,MRP,Madison Logic,Terminus and more.Point

59、solutions give way to platformsIn the first iteration of this report,released in 2018,we found the ABM landscape dominated by point solutions offering specific elements of the mix,but now,through partnerships,consolidation and technological development,many vendors offer more comprehensive solutions

60、.A few players,like Dun&Bradstreet,have evolved their positioning from market intelligence tools to more full-service ABM-focused technology offerings.Another notable development among ABM vendors is the move to consolidate ABM with demand generation.As Forrester Research VP and research director St

61、even Casey wrote in May 2021:“A growing number of B2B marketers are already working toward a future where they eliminate the artificial distinctions between their demand and ABM programs to create a unified motion based on shared people,processes,and infrastructure.“Many vendors buy into this vision

62、 and are developing the tools to enable marketers to carry it out.Demandbase calls this convergence its“Smarter Go-To Market”offering,while Kwanzoo expects a B2B Go-To Market suite anchored by its B2B GTM platform to become standard.Madison Logic calls its solution“Journey Acceleration,”and Salesfor

63、ce expects businesses to align all of their customer-facing activity(marketing,sales and customer service)on the Salesforce Customer 360 Platform.Meanwhile,Terminus and Dun&Bradstreet are unifying around a CDP.Most vendors we surveyed expect merger and acquisition activity to pick up in the space as

64、 the larger players build more comprehensive platforms.Inflation worries,interest rate hikes and general economic uncertainty are also factors here,since they all contribute to a less-attractive IPO market,leading venture-funded companies to seek M&A opportunities.In addition to consolidating their

65、tool sets,vendors are also investing heavily in artificial intelligence(AI)to deepen the data insights available through their tools,as well as the targeting and relevance of marketing execution.More vendors have introduced recommendation engines that analyze multiple data sources to provide“next-be

66、st-actions based on account intent and behavior signals.2022 Third Door Media,Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTo enhance the connection between B2B sales and marketing teams,vendors are also adding sales enablement to

67、ols that automatically activate sales triggers based on CRM account reporting,and provide lead-to-account mapping,for example.The goal is to streamline the“hand-off”of leads from marketing to sales.Interaction management,or orchestration,is a key feature for many of the ABM vendors profiled in this

68、report,which are expanding the number of channels that can be managed through their tools.Vendors are building out APIs and increasing the availability of native(out-of-the-box)integrations with CRMs,marketing automation systems,digital ad networks and other ABM data providers.While all of this data

69、 unquestionably drives value,it can also create difficulties with complying with privacy regulations especially for those businesses looking to take their ABM programs global.This is why many vendors touted their capabilities for data management and compliance as they gear up to support global marke

70、ting initiatives.Consolidation and growthSome of the most dramatic moves in the space have come from Demandbase,which acquired Engagio in 2020 and followed that up with purchases of data providers InsideView and DemandMatrix in May 2021.The aggregation of capabilities has allowed it to evolve to ser

71、ve a wide variety of B2B needs,including advertising,sales intelligence and marketing intelligence,as well as ABM,in a cloud offering it calls ABX,for Account-Based Experience.The nomenclature parallels what weve seen in the B2C space,where a number of solutions are offered as part of a Customer Exp

72、erience(CX)platform.Similarly,Terminus has built up its offering recently,acquiring Zylotech and launching its own Terminus CDP in September of 2021.The company announced$90M in a Series C financing round in February 2021,following a year in which it purchased Sigstr,Ramble and Growflare.Dun&Bradstr

73、eet,which purchased its own CDP,Lattice Engines,in 2019,more recently acquired Netwise and Eyeota in November 2021,giving it global scale and data to poweromni-channel marketing around the world.The company started 2021 with the acquisition of Bisnode Business Information Group AB,a European data an

74、d analytics firm,which expands its presence in that part of the world.Other notable transactions include Salesforces February 2020 purchase of personalization firm Evergage,which has now been integrated and is being called Interaction Studio.Integrate,for its part,purchased Akkroo and ListenLoop in

75、2019.The opportunities here have been fueled by aggressive venture capital and private equity investments with the vendors we profile in this report among those benefiting.In January of 2022,6sense raised$200M in a Series E round,following its$125M Series D in March of 2021,bringing its total fundin

76、g to$426M.Folloze received$13M in Series A1 funding in July of 2021.Bombora took a different approach,securing a$20M senior secured term loan from Runway Growth Capital LLC in April 2021,which it plans to use to capitalize on market opportunities,build stronger partner relationships and accelerate i

77、ts pace of innovation.While all of this data unquestionably drives value,it can also create difficulties with complying with privacy regulations especially for those businesses looking to take their ABM programs global.2022 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterp

78、rise Account-Based Marketing Platforms:A Marketers GuideA successful ABM strategy aligns sales and marketing departments to focus on a select number of high-value accounts that represent the highest potential business opportunity.Critical elements for ABM successWhat goes into a successful ABM strat

79、egy?Best practices that have emerged focus on these five core areas:Data enrichment.Account targeting.Personalization and/or predictive recommendations.Interaction management.Performance measurement.The following section discusses each of these ABM strategy elements in more detail.Later,we will go i

80、nto how ABM platforms help marketers achieve these strategic objectives.Data enrichment.Robust,accurate account data is foundational to ABM success.While this is true for all aspects of marketing,it is especially important for ABM because the targeted accounts generally represent longer-term,higher

81、dollar-value deals.Comprehensive account information can include the following types of data,gathered from both first-party and third-party data sources:Technographic data:Identifies the hardware and software systems that accounts use to run their businesses.For high-tech companies,technographic dat

82、a is vital because it can highlight accounts that already have complementary technologies installed or rule out accounts that use incompatible systems.Data can be sourced from social media forums and job boards,as well as competitive intelligence and/or web scraping firms.Firmographic data:Provides

83、quantitative business information,including vertical market,company size and number of locations,number of employees,annual revenue and growth.Firmographic data can be sourced from annual reports,LinkedIn and third-party vendors.Intent data:Identifies company actions or signals that indicate whether

84、 or not an account is“in market”for a solution.Intent data can be sourced from B2B forums or job boards(to view account participation in them),first-party content downloads or ad clicks,as well as review sites like G2 and TrustRadius or third-party vendors.Account targeting.A successful ABM strategy

85、 aligns sales and marketing departments to focus on a select number of high-value accounts that represent the highest potential business opportunity.ABM“flips”the typical sales funnel by starting with a small group of accounts(rather than casting a wide net at the top)that widens as accounts are nur

86、tured down into the funnel to create greater value to the organization(see Figure 9).2022 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideMany factors go into choosing targeted accounts,including the accounts history

87、 with a business,and whether the account is growing or in a growth-oriented market.Figure 9:Sample ABM sales funnel.As accounts travel down the funnel,they deliver more value to the organization.IdentifyExpandEngageAdvocateValueRelationship+Source:The Definitive Guide to Account-Based Marketing,publ

88、ished by MarketoMany factors go into choosing targeted accounts,including the accounts history with a business,and whether the account is growing or in a growth-oriented market.One of the most important criteria is whether the account fits the businesss Ideal Customer Profile(ICP).An ICP is typicall

89、y developed using machine learning-based predictive analytics and scoring to determine if an account(not an individual)is an ideal fit for a companys product or service.The ICP should consider relevant account characteristics including industry/vertical,size(both employee number and annual revenue),

90、budget,geography and technology used.Once sales and marketing teams have agreed upon the list of high-value accounts,there are three types of ABM targeting that can be executed.They are not mutually exclusive,and many B2B companies use more than one of the following:1-to-1.Also called“Strategic ABM”

91、by ITSMA,marketers work with account teams to develop and execute highly customized programs for each target account.These can include face-to-face or virtual meetings to deepen the account relationships.1-to-few.Also called“ABM Lite”by ITSMA,marketers execute less customized programs for clusters o

92、f target accounts with similar needs or business attributes.These can include email marketing campaigns as well as in-person or virtual roadshows and events geared toward groups.1-to-many.Also called“Programmatic ABM”by ITSMA,marketers use machine learning to send highly targeted and personalized me

93、ssages to individuals at hundreds(or thousands for enterprises)of key accounts.Media used can include email,web content personalization,digital advertising and retargeting,as well as live or virtual events for large groups.Personalization and/or predictive recommendations.Machine learning is central

94、 to creating and executing tailored,dynamic account interactions that include personalized and curated emails,social media posts,website landing pages and product recommendations based on account preferences and behaviors.84%of business buyers are more likely to buy from a company that demonstrates

95、an understanding of their business goals,according to the latest State of the Connected Customer report,published by Salesforce.2022 Third Door Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuidePersonalization has evolved from si

96、mple token-based greetings on an email(Hello)to highly customized webpage content,images and layouts;and adaptive mobile experiences.Personalization has evolved from simple token-based greetings on an email(Hello)to highly customized webpage content,images and layouts,and adaptive mobile experiences

97、.More advanced artificial intelligence(AI)also has become the cornerstone of predictive or recommendation engines that provide content and product suggestions unique to each account decision-makers preferences.Recommendations can be dynamically generated based on known account data,account scores an

98、d real-time analysis of visitor behavior and preferences.Interaction management.Todays B2B buyers use multiple channels and devices to research and make purchase decisions.To create a customized,consistent ABM communication strategy,its critical to interact with account decision-makers at each touch

99、point along their customer journey.The interactions that can be managed include digital advertising(paid/organic search,display and social),email,webinars,websites,chatbots,direct mail,events(virtual or in-person)and in-person and phone-based sales outreach.Interactions can be targeted in three ways

100、:through cookies,IP addresses or personally-identifiable information(PII)like email addresses.Cookie-based targeting is currently used in North America and the U.K.,and provides deep targeting precision because it saves visitor browsing information,but third-party data like this is growing more scar

101、ce.IP-based targeting provides global reach,but does not enable targeting at the individual decision-maker level.Meanwhile,using PII is only an option when a prospect shares their information,such as for a white paper download.Each targeting method has pros and cons,and marketers must examine their

102、data practices regarding personally identifiable information carefully to comply with the European Unions GDPR and Californias CCPA.Performance measurement.Measuring the effectiveness of an ABM strategy is crucial to success.It is also important to note that quality not quantity is paramount.An impo

103、rtant goal of any ABM strategy is to establish metrics that measure the influence that marketing efforts are having on the target account contacts that matter most.These metrics should ultimately drive account lifetime value by increasing mindshare and creating stronger,long-term relationships.To th

104、at end,the most popular ABM metrics,according to the ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey focus on three areas:reputation(brand perception,awareness and knowledge),relationships(number of relationships across accounts)and revenue.(See Table 1.)Table 1:Select

105、ABM MetricsReputationRelationshipsRevenueBrand perceptionExecutive contacts(i.e.,C-level meetings)Opportunities createdNet promoter scoreAccount engagement(including event attendance,ad views,CTR,website visits)Pipeline creation and growthSales/account team satisfactionRelationship strengthClosed/wo

106、n opportunitiesWin rateDeal size(average selling price)Revenue growth(including average rate of return)Pipeline velocitySource:ITSMA,ABM Leadership Alliance,Third Door Media 2022 Third Door Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Mark

107、eters GuideABM tool capabilitiesA wide variety of ABM tools are available to automate and execute ABM strategies.These include tools that provide B2B data enrichment,AI-based predictive analytics and recommendations,interaction management(i.e.,digital advertising,direct mail,websites,events and sale

108、s outreach),and ABM infrastructure and orchestration.The ABM platforms we profile in this report typically offer the following capabilities,either natively or through integrations or partnerships with other providers:Data enrichment;Account targeting;Personalization and/or predictive recommendations

109、;Interaction management/Orchestration;ABM performance reporting;and Third-party software integration.The following section discusses these capabilities and the key considerations involved in choosing an ABM tool.Data enrichmentEffective ABM begins with robust,accurate account data.While many B2B com

110、panies collect vast amounts of first-party data,there are often gaps that can negatively impact efforts to customize content and offers to target accounts for ABM.Some ABM tool vendors and their partners provide very specific types of business data,as well as broad-based business data,that can provi

111、de important insights into purchase intent.Table 2:Vendor capabilities for customer data enrichmentSource:Third Door Media,vendor questionnaireTechnographicFirmographicIntentVendorAvailable nativelyThrough a partnership or integrationAvailable nativelyThrough a partnership or integrationAvailable na

112、tivelyThrough a partnership or integrationAdobe Marketo Engage4844486sense444444Bombora444444*Demandbase484844Dun&Bradstreet844444Folloze888884Integrate848484Jabmo844448Kwanzoo848484Madison Logic844844MRP444444RollWorks484884Salesforce844884Terminus844884Triblio484844*Bombora provides data to ABM pl

113、atforms through integrations but also has direct relationships with brands and agencies.Effective ABM begins with robust,accurate account data.2022 Third Door Media,Inc.16 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideVendors also append

114、data to existing customer database files to enrich or expand what is known about them.These data types include technographic and firmographic at the account level,and demographic and psychographic at the contact level.ABM data vendors source their data from publicly-available information(i.e.,annual

115、 reports),third-party data vendors and proprietary web tools that monitor social media,online forums and job boards.Account targeting ABM programs can target key accounts at the 1-to-1,1-to-few and 1-to-many levels.The targeting precision needed will depend on the size and scale of the ABM efforts:S

116、MBs may need a 1-to-many approach because of the number of contacts or influencers at their target accounts,while larger enterprises may find that 1-to-1 targeting allows them the customization necessary to successfully nurture a key account.Most ABM tool vendors provide the machine learning and gra

117、nularity to enable more than one level of account targeting.In addition,ABM tool vendors offer machine learning-based predictive analytics and account scoring to help develop a companys ICP and the lookalike accounts that should be included in any ABM programs.Personalization and/or predictive recom

118、mendations B2B buyers expect personalized messaging and offers from the companies they do business with.Some ABM tool vendors use proprietary machine learning and AI to allow marketers to create and execute highly personalized ABM campaigns and programs.On the other hand,many vendors integrate with

119、third-party personalization tools or CRM platforms that drive these types of customized programs.Machine learning-based predictive recommendations enable B2B marketers to provide content and product suggestions unique to each account decision-makers preferences.Most ABM tool vendors offer recommenda

120、tion engines that ingest and analyze customer firmographic,technographic,intent and engagement data to score target accounts,create an ICP and identify lookalike accounts.Recommendations can be dynamically-generated based on known account data,account scores and real-time analysis of visitor behavio

121、r and preferences.Source:Third Door Media,vendor questionnaireTable 3:Data used to deliver insightsPlease indicate the type of data you gather to deliver insights and how you gather it.Intent SignalsOwned Media InteractionsVendorAvailable nativelyThrough a partnership or integrationAvailable nativel

122、yThrough a partnership or integrationAdobe Marketo Engage48846sense4444Bombora*4444Demandbase4448Dun&Bradstreet4444Folloze4444Integrate8448Jabmo4884Kwanzoo4444Madison Logic4444MRP4444RollWorks4848Salesforce4448Terminus4488Triblio4444*Bombora provides data for insights directly as well as through par

123、tnerships with platform providers.Machine learning-based predictive recommendations enable B2B marketers to provide content and product suggestions unique to each account decision-makers preferences.2022 Third Door Media,Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based M

124、arketing Platforms:A Marketers GuideInteraction management/OrchestrationB2B marketers must increasingly engage target accounts on multiple channels with highly customized and consistent ABM programs.Effective B2B channels include both offline(direct mail,events,roadshows and in-person/phone-based sa

125、les outreach)and online(email,websites,virtual events,webinars and paid/organic search,display and social)media.Many ABM tool vendors manage ABM interactions,including offering CPC-based paid ad programs across search,display and social media.ABM reportingABM is new for many B2B organizations,and,ev

126、en for those that have been doing ABM,theres still plenty of room for expansion and integration.As a result,measuring and reporting on program success will be vital for ongoing C-suite support,as well as securing sales team buy-in.ABM tool vendors are expanding their reporting capabilities through i

127、nvestments in AI to provide faster,deeper and more visual analytics that can highlight performance trends and patterns(highest performing geographic locations or company characteristics,for example).In addition,more vendors are providing reports at both the account and individual/contact level.Third

128、-party software integrationABM tool vendors are aggressively expanding their application architectures through native integration and APIs to offer B2B marketers streamlined access to the third-party systems already in their technology stacks.Native or out-of-the-box integrations are most commonly a

129、vailable for CRMs and marketing automation platforms,although many tool vendors also offer plug-and-play access to event platforms and content management systems(CMSs).Several tools are specifically customized for Salesforce integration and use.API integration may incur additional charges,generally

130、on a per-call basis for each data download.Table 4:Vendors orchestration/personalization capabilitiesPlease indicate your platforms capabilities related to orchestrating and personalizing customer experiencesWebsiteEmailDigital Ad CampaignsSocial Media CampaignsDirect MailChatbotsVendorAvailable nat

131、ivelyAvailable through integrationsAvailable nativelyAvailable through integrationsAvailable nativelyAvailable through integrationsAvailable nativelyAvailable through integrationsAvailable nativelyAvailable through integrationsAvailable nativelyAvailable through integrationsAdobe Marketo Engage84848

132、48484846sense844444448448Bombora*448484848444Demandbase488444848484Dun&Bradstreet848484848448Folloze444484848484Integrate484848848888Jabmo484848488484Kwanzoo488448848488Madison Logic888448848888MRP444444444448RollWorks844448848484Salesforce484884488484Terminus484848484848Triblio488448488488*Bombora

133、provides data for insights directly as well as through partnerships with platform providers.Source:Third Door Media,vendor questionnaireABM is new for many B2B organizations,and,even for those that have been doing ABM,theres still plenty of room for expansion and integration.2022 Third Door Media,In

134、c.18 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideABM provides a significant boost to pipeline velocity and closed rates,which often outweighs the many smaller deals sourced through traditional demand generation.Choosing an ABM toolThe b

135、enefits of using ABM toolsAutomating ABM data,analytics,campaigns and workflow processes can provide numerous benefits,including the following:Improved sales and marketing alignment.A successful ABM strategy requires marketing and sales organizations to work together to identify key accounts to targ

136、et.This includes agreeing on the definition of a key account,as well as coordinating campaigns and outreach.Because of the strong collaboration required between the two organizations,both are accountable for the results.Shortened sales cycles.The B2B sales process is notorious for its length and the

137、“hiccups”that can occur when its time for prospective customers to get internal buy-in.ABM solves this problem by putting the right messages in front of key decision-makers at target accounts.As a result,ABM opportunities move through the pipeline more quickly because they more accurately target the

138、 buying influencers and decision-makers at the account.Increased marketing ROI.Seventy-two percent of marketers say ABM gives them“somewhat higher”or“significantly higher”return than other marketing initiatives,according to ITSMA.Thats because ABM efforts focus on growing pipeline and revenue from c

139、ompanies with a high propensity to buy more and more often.Marketers can focus their resources more efficiently and run campaigns that are optimized for target accounts-creating a bigger revenue impact with each ABM program.Expanded account value and revenue.Companies that implement ABM experience a

140、 nearly two-fold increase in annual contract value(ACV)according to research conducted for the ABM Leadership Alliance.And the gains are not limited to enterprise-level companies.ABM provides a significant boost to pipeline velocity and closed rates,which often outweighs the many smaller deals sourc

141、ed through traditional demand generation.Enhanced customer experiences.ABM isnt just about acquiring new target accounts,its about retaining and growing target accounts through cross-sell,upsell and advocacy programs.As a result,ABM is more personalized and delivers more consistent customer experien

142、ces across channels.PricingABM tool pricing varies widely,based on the services provided and the scope of the implementation.Some vendors offer SaaS-based platform pricing,but may have additional fees for the number of accounts or contacts,visitors and user seats,as well as customer onboarding and s

143、upport.Vendors focused on interaction management/orchestration typically charge on a CPC or CPS(cost-per-send)basis.Many vendors require annual contracts(although some offer month-to-month pricing)and may offer discounts in exchange for longer-term commitments.Several vendors also offer free trials

144、of their tool.Onboarding can range from minutes to several weeks,depending on the features used and level of integration needed.Many vendors provide add-on ABM strategic services around technology stack configuration,target account identification and marketing/sales alignment.2022 Third Door Media,I

145、nc.19 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideUnderstanding your current marketing processes,knowing how to measure success and being able to identify where you are looking for improvements,are all critical pieces of the ABM tool de

146、cision-making process.Recommended steps to making an informed purchaseUnderstanding your current marketing processes,knowing how to measure success and being able to identify where you are looking for improvements,are all critical pieces of the ABM tool decision-making process.The following section

147、outlines four steps to help your organization begin that process and choose the ABM tool or platform that is the right fit for your business needs and goals.Step One:Do you need an ABM tool?Deciding whether or not your company needs an ABM tool calls for the same evaluative steps involved in any sof

148、tware adoption,including a comprehensive self-assessment of your organizations business needs,staff capabilities,management support and financial resources.Use the following questions as a guideline to determine the answers.Have we identified our ABM goals?Implementing an ABM strategy can provide ma

149、ny benefits to the organization but you first need to understand what you want to achieve.Are you looking to increase upsell and cross-sell opportunities at key accounts to improve customer lifetime value?Or do you want to expand into a new segment,territory or vertical market?Can sales and marketin

150、g work together to identify our target accounts?Both sales and marketing must agree on the accounts to target,as well as the criteria for choosing target accounts and when to add(or remove)them from the ABM program.Marketings idea of what is a high-priority account needs to match sales idea of a hig

151、h-priority account,or your ABM strategy wont work.Make sure the two organizations are ready to cooperate on target account definition and selection.Do we have C-suite buy-in?Many B2B marketers find the C-suite is actively involved in ABM so youll need senior executive buy-in before you get started.W

152、ith a clear mandate from the top of the organization,both marketing and sales leaders will remain accountable for ABM results and ensure that their respective organizations will collaborate as necessary.Who will own or manage ABM?Marketing and sales must be closely aligned for any ABM strategy to be

153、 successful.As such,both organizations need to understand their responsibilities and be accountable for ABM tool use and adoption.Can we invest in organizational training?ABM is a strategy,not just a software investment.Its critical that all internal stakeholders understand the fundamentals of ABM,a

154、nd how to execute the strategy through the adoption of any ABM tools that your organization might license.Many ABM tool vendors offer an array of add-on professional services to help with strategy goals,in addition to onboarding and training on their products.Training needs to be comprehensive,consi

155、stent and continuous.Have we established KPIs and put a system in place for tracking,measuring and reporting results?Once youve established your goals and communicated them throughout the sales and marketing organizations,youll need to decide on the metrics that are most important to your ABM effort

156、s and monitor your progress in achieving them.Remember to set clear expectations:initially,ABM will create more work for busy sales staff.Be sure to explain the benefits of ABM to the sales organization,and perhaps incentivize their participation.2022 Third Door Media,Inc.20 https:/martech.orgMARTEC

157、H INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideThe most effective RFPs only request relevant information and provide ample information about your brand and its ABM needs.Step Two:Identify and contact appropriate vendorsOnce you have determined that ABM software m

158、akes sense for your business,spend time researching individual vendors and their capabilities by doing the following:Make a list of all the ABM capabilities you currently have,those that you would like to have and those that you cant live without.This last category is critical,and will help you avoi

159、d making a costly mistake.For example,if enriching your ICPs with deeper technographic data is important,be sure to ask about it during vendor interviews and demos.If you find that one vendor doesnt offer this“must-have”capability,its obviously not a fit.Take your list of capabilities and then do so

160、me research.Speak to your marketing peers to find out who is using which ABM tool and why.Narrow your list down to those vendors that meet your criteria.Submit your list of the ABM capabilities youve identified,and set a timeframe for them to reply.Decide whether or not you need to engage in a forma

161、l RFI/RFP process.This is an individual preference,however be sure to give the same list of capabilities to each vendor to facilitate comparison.The most effective RFPs only request relevant information and provide ample information about your brand and its ABM needs.It should reflect high-level str

162、ategic goals and KPIs.For example,mention your companys most important KPIs and how you will evaluate the success of your ABM efforts.Include details about timelines and the existing martech systems you have deployed.When written properly,an RFP will facilitate the sales process and ensure that ever

163、yone involved on both sides comes to a shared understanding of the purpose,requirements,scope and structure of the intended purchase.From the RFP responses,you should be able to narrow your list down to three or four solutions that youll want to demo.Step Three:Scheduling the demoSet up demos with y

164、our short list of vendors within a relatively short time frame after receiving the RFP responses,to help make relevant comparisons.Make sure that all potential internal users are on the demo call,and pay attention to the following:4 How easy is the tool to use?4 Does the vendor seem to understand ou

165、r business and our marketing needs?4 Are they showing us our“must-have”features?Other questions to ask each vendor depending on the type of services they provide include:Account targeting and interaction management/orchestration:4 Does the tool help identify target accounts?4 What type of machine le

166、arning and/or artificial intelligence does the tool use?4 Can we segment and view accounts by multiple criteria?4 Can the tool match existing and new leads to their correct accounts?4 Can the tool identify anonymous leads and match them to their correct accounts?4 Does the tool show where visitors c

167、ame from(channel or campaign)?4 Does the tool track website visitor actions(i.e.,clicks and content views)?2022 Third Door Media,Inc.21 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideBefore deciding on a particular vendor,take the time to

168、speak with one or two customer references,preferably someone in a business similar to yours.4 Can the tool track visitor actions across all visits?4 Can we manage cross-channel campaigns(in all of our relevant channels)through the tool?4 Does the tool help us comply with relevant privacy regulations

169、?Reporting and integration:4 Does the tool provide real-time analytics?4 Does the tool provide summary and/or detailed views of account data and insights?4 Does the tool measure account engagement?How?4 Are native integrations with our CRM and/or marketing automation platform available,so we can uti

170、lize historical data?4 If not,is an API available for custom system integrations?Training and customer support:4 How much training will we need to use the software,and what kind of training is available?4 What level of customer support is offered,and when is it available(i.e.,24/7 vs.8/5)?4 What is

171、the turnaround time for support queries/tickets?4 Are professional services or support available for our transition to ABM?4 What new features are under consideration?4 Whats the long-term product roadmap and launch dates?Step Four:Check references,negotiate a contractBefore deciding on a particular

172、 vendor,take the time to speak with one or two customer references,preferably someone in a business similar to yours.The ABM tool vendor should be able to supply you with several references if you cannot identify ones yourself.Use this opportunity to ask any additional questions,and to find out more

173、 about any questions that werent answered during the demo.Make sure that the person youve been referred to is someone who is a primary user of the solution.Consider also asking these basic questions:4 Why did you move to an ABM tool?4 Why did you select this tool over others?4 Has this tool lived up

174、 to your expectations?4 How long did the system take to implement?4 Who was involved in the implementation?4 Are you also using additional tools for account data,competitive intelligence,predictive analytics or event management?4 Were there any surprises that you wish youd known about beforehand?4 W

175、here have you seen the most success?The biggest challenges?4 How are you measuring your own success?4 How easy was the set-up process and how long?Did the vendor help?4 How responsive is customer service?4 Has there been any down time?4 What is the most useful,actionable(favorite)report the solution

176、 generates?4 What do you wish they did differently?4 Why would you recommend this tool?2022 Third Door Media,Inc.22 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideABM is gaining steam in part because it is already creating significant impr

177、ovements in B2B account pipeline and revenue for those who have adopted the methodology.Although not all vendors require an annual contract,many do.Once youve selected a vendor,be sure to get in writing a list of what technology and support are covered in the contract.Ask about what kinds of additio

178、nal fees might come up.Do they charge for custom integrations,if so,how much?What is the hourly charge for engineering services,and is there a minimum?What partner organizations are available to install and integrate the tool?If you need to train a new hire mid-year,what will that cost?What is the“o

179、ut”clause?Obtaining the answers up front and having them in writing will ensure fewer surprises or additional costs down the road.ConclusionAlthough the term account-based marketing is not new,many B2B companies have only recently adopted the practice or are still seeking to expand it to additional

180、accounts or to additional geographies where their business serves customers.ABM is gaining steam in part because it is already creating significant improvements in B2B account pipeline and revenue for those who have adopted the methodology.One of the main factors driving ABM success is the sea chang

181、e in how B2B organizations research and make purchase decisions-a trend accelerated by the COVID pandemic and expected to continue.ABM enables marketers to focus their efforts on accounts with the greatest ROI potential through insightful and personalized marketing programs.Yet B2B marketers face ch

182、allenges including their ability to align with sales within their organizations,their ability to comply with tightening privacy regulations and the deprecation of third-party cookies.By working with one or more of the many ABM tool vendors that provide advanced data;analytics;personalization and pre

183、dictive recommendation engines as well as interaction management/orchestration,marketers can better navigate the rapidly evolving B2B landscape.n 2022 Third Door Media,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTa

184、rget customer SMB and enterprise B2B companies in verticals including high tech,business services,financial services,manufacturing and life sciences.Company overview 1000+employees.Founded in 2013.In January 2022,6sense raised$200M in a Series E to bring total funding to$426M.6sense was founded with

185、 the mission of transforming B2B selling and marketing.The companys heritage is in account identification,big data,and AI-driven predictive analytics,but over the past five years it has expanded its platform to include user experiences and execution capabilities for sales,marketing,operations and cu

186、stomer success personas.Product overview 6sense enables organizations to create,manage and convert pipeline to revenue.6sense Revenue AI captures anonymous buying signals,targets the right accounts at the ideal time and recommends the channels and messages to boost revenue performance.6sense empower

187、s sales,marketing and customer success teams to significantly improve pipeline quality,accelerate sales velocity,increase conversion rates and grow revenue predictably.Use cases Foundational use cases are focused on audience research,prototyping,message testing,and analytics.Sales use cases are focu

188、sed on outbound prospecting,prioritizing accounts in-market to make a purchase decision,integrated sales plays and accelerating deal velocity.Marketing use cases are focused on digital advertising,including display ads,retargeting,paid social,SEM optimization,content syndication and external media r

189、eporting;web experiences,including website personalization,chatbot experiences,dynamic content hubs,and website analytics;direct engagement,including targeted nurture,tailored email outreach,and direct mail;and event strategy,including event planning,strategy and promotion.Operations use cases are f

190、ocused on inbound lead management,including lead-to-account matching,lead scoring and routing;data enrichment and acquisition;and sales planning,including dynamic territories,territory assignment and market strategy.Channel program use cases focus on partner health indicators and enablement programs

191、,and customer success use cases focus on customer health indicators and customer engagement plays.Data 6senses proprietary 6signal Graph leverages patented technology to capture,clean,match and master millions of interactions to match both known and anonymous buyer behavior to accounts in 6senses ma

192、ster company dataset,which the company has been expanding and refining since it was founded.6signal uses multiple identifiers in its algorithm to establish IP-to-company relationships to connect intent signals across devices,channels,people,and locations.When an intent signal is matched to an accoun

193、t,6signal generates an AI-driven confidence score 6sense450 Mission St.,Suite 201San Francisco,CA,94105T:415-212-Key customers AprimoDellMotorola SolutionsPTCQlikSage SoftwareKey executives Jason Zintak,Chief Executive OfficerViral Bajaria,Chief Technology Officer and Co-FounderLatane Conant,Chief M

194、arketing OfficerSanjay Kini,Chief Customer Officer 2022 Third Door Media,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers Guideto determine the probability of an accurate match,which enables 6signal to continually learn and

195、adjust as buyers move between companies,locations,and devices.6sense launched an OEM business line in 2020 to license the 6signal Graph to other sales and marketing technology vendors.Vendors including Drift,PathFactory,Qualified,Mediafly,Insent.ai and Chatfunnels license 6signal and embed its match

196、ing technology in their products in order to enable their end customers to deliver highly personalized experiences to buyers based on the account data 6signal returns when anonymous visitors land on their website.Account qualification and prioritization 6sense delivers five predictive models customi

197、zed to each client and each product or solution they offer to enable account and contact qualification,sorting and prioritization.Predictions are based on training data that uses multiple years of historical MAP and CRM data,which is ingested into an embedded CDP,as well as real-time buyer behaviora

198、l and intent data.These scores are:Ideal customer profile(ICP)account fit.Current account buying stage.Account reach score.Contact fit.Contact engagement level.6sense users can leverage account-level predictive scores along with dozens of other filter criteria to create unlimited account segments(au

199、diences)within the platform for analysis and/or campaigns across any channel(using native or third party functionality).6sense comes with out-of-the-box Salesforce,HubSpot CRM and MS Dynamics dashboards that enable sellers to prioritize accounts for outreach,including prioritization based on 6sense

200、Qualified Account(6QA)scores based on ICP fit,current buying stage,qualification date and opportunity status.Contact-level predictive scores are leveraged to map the buying center within accounts and show current levels of engagement.This data is delivered to sellers through 6senses Sales Intelligen

201、ce module,which resides in CRM as well as sales engagement platforms like SalesLoft and Outreach.Third-party integrations 6sense has integrations with multiple marketing automation platforms including Marketo,Eloqua,Hubspot,and Pardot,and also multiple CRMs including Salesforce,HubSpot CRM and Micro

202、soft Dynamics.6sense also integrates with a wide variety of other sales and marketing solutions across categories including advertising(e.g.,Google,LinkedIn,Facebook),web personalization(e.g.,Adobe Target,Reactful),content experience(e.g.,Uberflip,Hushly,PathFactory,Folloze),sales engagement(e.g.,Sa

203、lesLoft,Outreach),chat(e.g.,Drift,Qualified,Insent.ai),direct mail(e.g.,Alyce,Sendoso,PFL),analytics(e.g.,Google Analytics,Adobe Analytics)and other buyer intent providers(e.g.,Bombora,TrustRadius,G2).Pricing and support Annual contract is required.A free trial is available.Pricing is based on a cus

204、tomers selection of Platform,Essentials,and Advanced package subscriptions.Each package comes with an included set of features and allowances.Any additional feature allowances or add-ons selected beyond the standard subscription packages are priced separately.Customer support services,a customer suc

205、cess manager,and on-demand training are included with every contract.Strategic advisory services and personalized training services are available as add-on services.6sense also has agency partners available to provide additional creative,strategic,and managed services.6sense450 Mission St.,Suite 201

206、San Francisco,CA,94105T:415-212- 2022 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTarget customer Enterprises in a wide range of verticals.Company overview Founded in 1982.21,000+employees.Went pub

207、lic in 1986 with the ticker symbol ADBE(NASDAQ).Adobe believes creativity empowers transformation personally,professionally and across all industries.Product overview Adobe Marketo Engage is an account-based experience(ABX)platform that lets B2B marketers identify,engage,close and measure success wi

208、th their most strategic opportunities.Use cases Lead nurturing and management.Allows users to nurture potential customers from inquiry to close by managing leads and strategic accounts with automated journey flows and CRM integrations.Account-based marketing.Features let marketers build target accou

209、nt lists,orchestrate personalized experiences across channels and measure success.Personalization.The platform uses machine learning and predictive analytics to automatically put the most relevant content in front of each buyer across channels.Cross-channel engagement.Adobe Marketo Engage allows mar

210、keters to deliver personalized messages and content on every channel including email,mobile,social,display,search,web,event and sales.Marketing measurement and attribution.Platform capabilities let marketers understand,prove and optimize marketing impact with performance and revenue analytics.Data A

211、dobe Marketo Engage allows marketers to consolidate first-and third-party marketing and sales data into a centralized environment,bringing in data on fit,intent,offline and online activity data.Account qualification and prioritization Adobe Marketo Engage uses artificial intelligence to learn about

212、your best customers,then use fit and intent data signals to create an ideal customer profile(ICP)model for account selections.That model can then be tuned.The AI can then use the model to discover known accounts and net-new accounts from across the web,featuring automatic account selection and prior

213、itization.Predictive account rankings,propensity rates,fit and intent data indicators can be used in ABM targeting filters and automation triggers.Adobe Marketo Engage345 Park Ave.San Jose,CA 95110-2704T:408-536- customersCenturylinkFujitsuGEPanasonicPortland Trail BlazersRoche Diagnostics Key execu

214、tives Shantanu Narayen,Chairman,President and Chief Executive OfficerAbhay Parasnis,Chief Technical Officer and Executive Vice President,Strategy and GrowthAnil Chakravarthy,Executive Vice President and General Manager,Digital ExperienceScott Belsky,Chief Product Officer and Executive Vice President

215、,Creative Cloud 2022 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideThird-party integrations Integrates with other Adobe tools like Experience Manager Assets(DAM),Creative Cloud and more.Other integra

216、tion partners include:Salesforce,Microsoft,SAP,Google,Facebook,LinkedIn,along with additional CRMs,as well as event and webinar technologies.Pricing and support Adobe Marketo Engage doesnt disclose specific pricing but offers a few different packages.The Select subscription includes 25 users and dai

217、ly API calls;a lead and account database;custom data objects and fields;native CRM integrations;audience segmentation and targeting;advanced dynamic content;personalization;campaign and journey automation;cross-channel nurturing;scoring,routing and alerts;email marketing;social marketing;event and w

218、ebinar marketing;landing pages and forms;marketing calendar;SEO,paid media targeting;campaign reporting;attribution and ROI dashboards.The Prime version adds website retargeting;target account management;website personalization;predictive content;predictive audiences and advanced journey analytics.T

219、he Ultimate package adds email deliverability;a sandbox and premium multi-touch attribution.Adobe offers a customer support team and a variety of online resources for education.Adobe Marketo Engage345 Park Ave.San Jose,CA 95110-2704T:408-536- 2022 Third Door Media,Inc.27 https:/martech.orgVENDOR PRO

220、FILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTarget customer Mid to large-scale B2B companies and fast-growing startups,primarily in the software,technology,telecommunications,healthcare and human resources verticals.Company overview 250 employees.Fo

221、unded in 2014.Bombora provides B2B intent data along with solutions that help marketers find value in that information,such as surfacing in-market prospects and building audiences.Runway Growth Capital LLC provided a senior secured term loan of$20 million to Bombora in April 2021.The growth capital

222、will be used to help Bombora capitalize on market opportunities,build stronger partner relationships and accelerate its pace of innovation.Bombora is headquartered in New York with additional offices in Reno and Denver,plus a large remote workforce.Product overview Bomboras Company Surge data uses m

223、achine learning to understand the content of thousands of web pages across an exclusive co-op of business sites,and identifies changes in content consumption at the account level to signal when businesses are in-market for a particular product or service.This information helps marketing and sales te

224、ams know where and when to focus their efforts to have the greatest likelihood of generating a sale.Use cases Sales and marketing teams use Bomboras intent data and insights for:Prioritization.Within Bomboras systems,marketers can surface accounts showing interest to the top of the priority list.Tar

225、get account list creation.The data,and technology surrounding it,allow users to uncover new accounts that are actively in-market for a product or solution.Competitive conquesting.Users can see which targets are checking out competitors so they can attempt to win them over.Messaging.Users can learn w

226、hich topics are top of mind for their target accounts and align their message to their prospects interests.Digital advertising.Marketers can find and deliver relevant messaging to the audiences most likely to be interested in them,boosting digital engagement.Email marketing.Marketers can use account

227、 intent insights to develop timely,relevant content for email messaging,and also discover valuable ways to segment their lists.Content optimization.Bomboras data on audience interests can help marketers understand what kind of content will resonate at each step in the buyers journey.Account-Based Ma

228、rketing(ABM).Bombora helps align sales and marketing outreach around the accounts and messages most likely to convert.Data Bombora collects data across a data cooperative of more than 5,000 publishers.This data is organized,analyzed,and matched to company domains to understand when a company is cons

229、uming content at a level thats higher than normal,or exhibiting what Bombora calls a Company Surge.Bombora102 Madison Ave.,5th fl.New York,NY 10016T:646-759-Key customers ClouderaKazooSnowflakeFortinet8x8SalesforceKey executives Erik Matlick,Chief Executive OfficerMike Burton,Co-Founder and SVP,Prod

230、uct and TechnologyStephen Lilly,Co-Founder and SVP,Global Data PartnershipsJonathon Schuster,SVP,Product Management 2022 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers Guide A three-prong methodology is us

231、ed to resolve devices to domains.It includes proprietary IP to company domain matching,co-op provided company domain data from registrations,and other offline databases and registration data.This,paired with use of a persistent unique identifier,makes it possible to monitor buyer content consumption

232、 even when an IP address may not be present.Account qualification and prioritization Customers use Bomboras Company Surge data to sort and prioritize accounts based on the topics theyre interested in and the level of that intent.They can sort and filter by the Company Surge scores,the number of topi

233、cs,or even certain data patterns by geo,industry or company size.This data is easily paired with other customer data via platform integrations to sort accounts based on the businesses needs.Third-party integrations 6sense,Salesforce,HubSpot,LinkedIn,Adobe(Marketo),RollWorks,Terminus,Demandbase,Integ

234、rate,Outreach,Cognism,G2,Triblio and SalesIntel.Pricing and support A 2-year contract is required.A free trial is available.Pricing is custom because the data and tools can be used in many ways by many different teams.Factors include:the volume of intent data needed,preferred integrations or partner

235、 platforms,and the level of support required.A dedicated customer success team provides specialized onboarding and training to accelerate time-to-value,followed by ongoing support to help continuously drive adoption and deliver value.Bombora102 Madison Ave.,5th fl.New York,NY 10016T:646-759- 2022 Th

236、ird Door Media,Inc.29 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTarget customer Demandbase works with mid-market and enterprise companies across different industries.Its client base includes a balanced mix of companies

237、across high tech,manufacturing,financial services,healthcare and others.Company overview 770+employees.Founded in 2007.Demandbase acquired business intelligence companies InsideView and DemandMatrix in May 2021.Previous acquisitions include Engagio(June 2020),Spiderbook(2016)and WhoToo(2015).The Eng

238、agio acquisition in 2020 helped form the basis of the Demandbase ABX Cloud,part of the Demandbase One Smarter Go-to-Market Suite.The company has offices in San Francisco and San Mateo,CA,as well as in Seattle,New York,England and India.Product overviewDemandbase One,the companys B2B go-to-market sui

239、te,comprises four connected solutions:Account-Based Experience(ABX)Cloud:Combines the precision and targeting of traditional Account-Based Marketing(ABM)Platforms with an enhanced focus on the Customer Experience(CX).Advertising Cloud:Enables marketers to engage target accounts with digital advertis

240、ing.Powered by Demandbases B2B DSP,which it created with the optimization of account-based outcomes in mind.Sales Intelligence Cloud:Provides sales teams with insights to help them find new prospects,identify decision-makers and engage with them effectively.Data Cloud:The companys B2B data solution

241、delivers information across all key aspects of B2B data firmographics,technographics,intent,account identification,and contacts.Data Cloud integrates with CRMs and automatically enriches and verifies data therein.Use cases Create a single view of account data to enable marketing and sales to see all

242、 account and people activity,engagement and intent in one place so theres only one marketing and sales motion for a more coordinated and cohesive experience for the customer.Discover in-market accounts that are ready to buy,and leverage Big Data and intent to help identify known and unknown accounts

243、 that are in-market for products or services.Align advertising dollars and marketing campaigns to the account journey through out-of-the-box or customized journey stages to track the volume,velocity and conversion of accounts throughout the buyer journey.Leverage advertising and engagement channels

244、to execute cross-channel plays across the buyer journey to deliver the right message to the right customer at the right time.Close opportunities more efficiently by connecting revenue insights to action with Sales Intelligence features that allow sellers to easily get their hands on valuable insight

245、s about the accounts and people at the accounts they are targeting.This allows them to prioritize accounts and take appropriate action right from within the platform.Sellers can get insights via Salesforce,a Chrome Extension,Slack alerts,email and the ABX Cloud Engagement platform.Demandbase680 Fols

246、om St.,#400San Francisco,CA 94107T:415-683-Key customers AdobeFidelityGEJLLSalesforceWorkdayKey executives Gabe Rogel,Chief Executive OfficerJon Miller,Chief Marketing Officer Allison Metcalfe,Chief Revenue OfficerBrewster Stanislaw,Chief Product Officer 2022 Third Door Media,Inc.30 https:/martech.o

247、rgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers Guide Identify cross-sell and up-sell opportunities to grow lifetime customer value by visualizing product engagement and pairing that with post-sale journey stages to know which customers are ready

248、 for upsell or cross-sell opportunities and which products they have the most interest in.Site Analytics surfaces which website product pages are getting the most visits and engagement.Use intent to understand what additional products or features may be of interest and pair that with multiple predic

249、tive scores based on company product lines to assess the likelihood of the opportunity.Find the accounts ready for their next purchase using Demandbases Next Technology Purchase model.Understand how much budget accounts have to work from with the platforms IT Spend analytics.Data Demandbase uses a c

250、ombination of cookies,corporate IP addresses,residential IP addresses,and the LiveRamp Identify Graph to identify accounts and leverage intent data to understand what they are researching online.At any given time,Demandbase has around 3.7 billion IP addresses that are mapped to a company or otherwis

251、e classified(i.e.,consumers).The company sources IP data via proprietary methods and uses numerous first-and third-party sources to validate and enhance its matching capabilities.By using machine learning models that study the behavior of each of these entities across the web,the company identifies

252、behavior patterns that helps match that behavior to the corresponding account.Additionally,the Demandbase DSP provides the company with access to bidstream information that it can leverage to determine online engagement and intent.Demandbase is continually ingesting additional data that improves the

253、 accuracy of its matching.With the Engagio acquisition in 2020 and the InsideView acquisition in 2021,Demandbase added 105 million more first-party data signals.Account targeting and prioritization Demandbase uses predictive analytics to help identify accounts that fit a clients ICP as well as accou

254、nts likely to become an opportunity within the next 30 days based on a combination of intent,firmographics,technographics,past CRM opportunities and all other forms of account engagement.Machine learning identifies leading indicators of account engagement from previously-created pipeline opportuniti

255、es and then scores accounts in the funnel based on their display of these leading indicators.The company also uses Engagement Minutes to quantify accounts and people who interact,whether through campaigns,meetings,webinars,etc.Third-party integrationsDemandbase integrates with a number of third-part

256、y software platforms in the fol-lowing categories:Marketing Automation-Marketo,Hubspot,Eloqua and Pardot.Sales Engagement-Outreach,SalesLoft and Groove.Ad Platforms-LinkedIn and Facebook,Twitter,Google Search Marketing Instagram,YouTube,Bing and Adobe.Chat Experiences-Drift,Qualified.Content Hubs-Ub

257、erflip,Folloze and PathFactory.Website Analytics,Testing and Optimization-Google Analytics,Adobe Analytics,Adobe Target,Optimizely,VWO and Bound.CRM-Salesforce,Microsoft Dynamics and HubSpot CRM.CMS-Adobe Experience Manager,WordPress,Drupal,SiteCore,Oracle and Maxymiser.Data Storage-Google Big Query

258、,Google Cloud Platform,Amazon Redshift,Amazon S3 and Microsoft Azure.Demandbase680 Folsom St.,#400San Francisco,CA 94107T:415-683- 2022 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers Guide BI-Tableau,DOMO,

259、Power BI and Google Data Studio.Direct Mail-PFL,Sendoso,Alyce,Reachdesk,Postal.io and Rybbon.Intent-Bombora,G2 Crowd and TrustRadius.Pricing and support An annual contract is required.A free trial is available.Demandbase doesnt disclose the details of its pricing.The Demandbase solution is deployed

260、as a SaaS component and an optional advertising module.Two editions of the platform,Professional and Enterprise,are available,with pricing based on accounts managed.Advertising is priced based on projected media spend annually.Additional optional modules include Personalization,Orchestration and Att

261、ribution.Implementation services are priced at 15%of the SaaS licensing fee,and come with comprehensive onboarding.The following are included at no additional fee:Demandbase Academy(online training),CSM Manager,and weekly office hours(live Q&A format).Optional consultative services include strategic

262、 advisory sessions and workshops to develop customized ABM plans.Managed services are available to support campaigns or ongoing operations.Custom data services can help clients delve into program performance,trends and ROI.Demandbase680 Folsom St.,#400San Francisco,CA 94107T:415-683- 2022 Third Door

263、 Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideDun&Bradstreet5335 Gate ParkwayJacksonville,FL Key customers CeridianIBMIntuitPall CorporationRockwell AutomationKey executives Anthony Jabbour,Chief Executive Off

264、icer Kevin Coop,President,North America Stacy Greiner,General Manager,Sales and Marketing BusinessTarget customer Mid-market and enterprise B2B companies.Company overview 6,000 employees.Founded in 1841.Closed on the acquisition of Bisnode Business Information Group AB,a European data and analytics

265、firm,in January 2021,expanding its presence in Central and Eastern Europe.Acquired Netwise and Eyeota in November 2021,which extended the position in the B2B online marketing value chain by adding global scale and the online data to power omni-channel marketing around the world.Dun&Bradstreet has pr

266、ovided clients with business decisioning insight through data,analytics,and data-driven solutions for nearly 200 years,assisting businesses at all phases of their lifecycle.Product overview Dun&Bradstreet offers an integrated revenue technology solution to target and reach buyers with personalized e

267、xperiences across channels.Powered by its CDP,D&B Rev.Up ABX consolidates accounts,contacts,campaigns,and sales plays.The open and flexible platform integrates with a customers existing tech stack and isnt restricted to walled gardens or siloes.Use cases Segmentation:Users can consolidate their firs

268、t-party data and enrich it with third-party data from the Dun&Bradstreet data cloud.They can also leverage Bombora Intent data,technology install data,and hundreds of other attributes to build and refine audiences for their campaigns.Targeting and reaching buyers:Users can create precise audiences u

269、sing intent and AI-driven insights and engage with them in a coordinated way across channels.Web engagement and analytics:Users can learn who is coming to their website,shorten and auto-complete web forms,and track web engagement across all of their web properties.Unifying sales and marketing teams:

270、Users can access marketing and sales activity in one single place and feed recommendations to sales teams so they can prioritize next steps.Measurement and optimization:Users can measure account-level engagement at all stages of the buying journey,so they can understand how their campaigns are perfo

271、rming and optimize ROI.2022 Third Door Media,Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideData employed Dun&Bradstreet de-anonymizes website visitor traffic by matching the incoming IP address and browser cookies to

272、 the offline dataset in the D&B Data Cloud,which consists of hundreds of millions of device IDs.Account qualification and prioritization Account scoring,prospect scoring,and lead scoring are performed using rules-based and/or AI modeling.Customer can define their own scoring criteria using any of th

273、eir first-party data or any third-party data from the D&B Data Cloud.Third-party integrations Salesforce,Google Ads,Outreach,Google DV 360,MediaMath,Xandr,Verizon Media,The Trade Desk,Marketo,Eloqua,Pardot,Facebook,LinkedIn Campaign Manager,Google Analytics,Optimizely,Adobe Target,Adobe Analytics,Am

274、azon S3 and Folloze.Pricing and support No annual contract is required.A free trial is available.Pricing may depend on,but is not limited to:Number of records under management.Number of seats.Number of lead and account scoring models.Programmatic advertising budget Onboarding and implementation serv

275、ices are included for all customers and include integration support,data management assistance,model building,and more.Campaign management and optimization services are available.Dun&Bradstreet5335 Gate ParkwayJacksonville,FL 2022 Third Door Media,Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTE

276、LLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTarget customer Enterprise and upper mid-market companies in vertical industries including technology,consulting and services,telecommunications,manufacturing and logistics,and financial services.Company overview 80 employ

277、ees.Founded in 2013.Received$13M in series A1 funding in 2021.Founded by B2B enterprise marketing,sales and strategy executives Etai Beck and David Brutman with the mission of flipping the script on the traditional B2B go-to-market playbook.Headquartered in San Mateo,CA,with additional offices in De

278、nver and Israel.Product overview Follozes B2B Buyer Experience Platform is used by B2B marketing,sales and revenue teams.Requiring no code,the platform includes powerful design tools and data insights to easily create content-rich,relevant experiences for an engaging and connected buyer journey to d

279、rive deeper account engagement and revenue growth.Use cases Customers use the platform to build ABM campaigns,demand generation,targeted live events,digital sales rooms,and channel and alliance marketing partnerships.Data points employed to attribute online behavior Identity engine offers a comprehe

280、nsive progressive identity concept that continuously learns from various sources about the identity of visitors,combining IP and cookie heuristics,cookie matching with marketing automation,inbound conversion on Folloze and outbound tokenized emails.Account prioritization and qualification Offers beh

281、avioral intelligence,measuring detailed engagement metrics from every touchpoint(i.e.,time spent by asset,location,device)by individual and rolled up to account level.Data is sorted and organized in real time,and delivered to marketing and sales teams over dashboards,alerts and via third-party data

282、systems.Analytics and reporting Through a variety of means,including dashboards and plug-ins to popular tools like Outlook and Salesforce,Folloze analytics aggregate engagement activities by account and contact across all touchpoints.Sellers and marketing teams can understand account topics of inter

283、est,measure the impact and ROI of ABM programs and inform campaign strategy and next best actions.Folloze1825 S Grant St.,Suite 425San Mateo,CA 94402T:650-257-Key customersAutodeskCiscoGoogle CloudT-MobileOracleServiceNowKey executivesEtai Beck,Chief Executive OfficerDavid Brutman,Chief Product Offi

284、cerMary Gilbert,Chief Marketing Officer 2022 Third Door Media,Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideCollaboration and workflow management Powers close collaboration between marketing and sales teams entirely

285、within the platform.Marketers can create Boards(microsites)for any use case along the customer journey and as the content,brand and messaging experts,ensure that those are optimal experiences for the customer.Sales teams can then leverage their relationships with prospects and customers to deliver t

286、hese experiences at the optimal time for the goal theyre trying to achieve.Data security Maintains a robust Information Security program that is reviewed quarterly and is SOC 2 TYPE II compliant and accredited by Ernst&Young.Folloze security practices have been reviewed and approved by hundreds of c

287、ustomers,many of which are Fortune 1000 companies.Third-party integrations Provides a variety of integration options,both out of the box with Marketo,Eloqua,Salesforce,MS Dynamics,Gmail,Office 365,Demandbase,6sense and Dun&Bradstreet,as well as API-based integration.Offers a data warehouse that allo

288、ws connectivity and data sync from any system.Offers Content API to sync content to Folloze.Pricing and support Package pricing starts at$69K annually.Licenses are based on two types of users:Creators who create and manage Folloze experiences.Collaborators that are customer-facing and primarily invo

289、lved in campaign distribution and have access to engagement analytics.Annual contracts are required;multi-year contracts are available via a packaged offering.Free trials are available.A standard implementation fee covers the initial setup of each customer instance.Every customer is eligible for a n

290、amed Customer Success Manager and standard support.Customers can purchase a premium success package that makes them eligible for additional CSM,technical and support engagement.Folloze1825 S Grant St.,Suite 425San Mateo,CA 94402T:650-257- 2022 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILE

291、SMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTarget customer Enterprise technology companies.Company overview 390 employees.Founded in 2010.Acquired Akkroo and ListenLoop in 2019;total funding amount:$80M.Acquired by Audax Private Equity in December 2021

292、.Integrate activates,governs and measures marketing campaigns across demand channels.This enables marketers to launch cross-channel buyer experiences,ensure data integrity,measure the impact of their programs and inform the next-best investments.Headquartered in Phoenix,AZ and has offices in Boston

293、and London.Product overview Integrates Demand Acceleration Platform helps create more precise and personalized buying experiences that reach the right buyer with the right message at the right point in their buying journey,and ultimately convert more leads to revenue.Use cases With Integrate,revenue

294、 and demand teams are able to activate,govern and measure their marketing campaigns across demand channels.They can take their target account lists from ABM or intent vendors and activate marketing campaigns in Integrate across channels,including social,content syndication,digital ads and in-person

295、and virtual events.They can use Integrates Demand Acceleration Platform to ensure compliance and data integrity from any channel.They can take a holistic,cross-channel view of how their campaigns are performing across channels.Marketing Operations teams can then tap into a cross-channel view of perf

296、ormance in order to defend the spend and understand the cross-channel path to conversion and the impact on revenue to answer the following questions:Which channels perform better,at which points,and with which messages?Data points For lead programs,Integrate gathers company data from user submission

297、s,and for advertising campaigns,the company employs a combination of IP,cookie,and location data to determine what company an impression was served to.Integrate works with data providers such as Oracle BlueKai and Dun&Bradstreet for this attribution.Account qualification and prioritizationCapabiliti

298、es include:Target account list ingestion.Customers have the ability to import Target Account Lists from any source via Integrates Live Updates API to activate those accounts in Integrate across connected demand channels(digital ads,content syndication,social,etc.).Intent data.Integration with Bombor

299、a,ability to import target account lists from any source.Integrate111 W Monroe St.Phoenix,AZ 85003T:866-478-Key customers Akamai Microsoft Pluralsight RedhatSalesforce Splunk Key executives Jeremy Bloom,Chief Executive OfficerDeb Wolf,Chief Marketing OfficerAaron Mahimainathan,Chief Product OfficerM

300、ike Kaplan,Chief Customer Officer 2022 Third Door Media,Inc.37 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers Guide Predictive models.Account Fit,Lead Fit,Intent,Engagement.Web personalization.Native and on roadmap(Account-Based

301、Landing Pages).Geo-targeting.Customers can incorporate latitude/longitude campaign targeting to each account with radius granularity to more precisely reach their target audience(e.g.,a specific campus within a multi-national corporation),as well as the triangulation of IP,3rd party cookie,and locat

302、ion for account ID.Lead data governance.Ensure all leads are compliant,valid,and standardized before sending to MAP or CRM.Third-party integrations Integrates Demand Acceleration Platform includes a built-in martech ecosystem that unites hundreds of technology companies,data partners,service provide

303、rs and marketing agencies,thousands of events and trade shows,and a marketplace of 150+publishers.The growing group of partners includes companies such as Bombora,Digital Pi,JustGlobal,LinkedIn,ON24,and Inverta.Integrate connects to the leading MAP and CRM systems,including Salesforce,Marketo,Eloqua

304、,Hubspot,etc.Pricing and support No annual contract is required.No free trial or pre-purchase testing is available.Integrate offers packages and solutions of all sizes to address the growing demands and needs of buyer-driven,omnichannel marketing.Annual agreements typically start at around$2K-3K per

305、 month.Content marketing programs and digital advertising can be purchased on a campaign-by-campaign basis and is scoped based on the specific parameters of the campaign.Integrate offers designated success managers focused on providing personalized,documented success strategies,ongoing best practice

306、s,and continuous optimization for performance.The team is made up of demand,campaign,analytics and martech professionals.Integrate customers have access to Customer Success for any platform-related escalations and 24/7 access to support through the online support portal.Additional paid services are

307、available for onboarding,training,campaign management,technical services and data services.Integrate111 W Monroe St.Phoenix,AZ 85003T:866-478- 2022 Third Door Media,Inc.38 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTarge

308、t customer Global enterprises,especially in manufacturing,life sciences and healthcare.Company overview 55 employees.Founded in 2015.Raised$12M from Idinvest Partners and Raise in 2018.Changed company name from Azalead to Jabmo in July 2018 to reflect focus on ABM for manufacturing and life sciences

309、 companies.Jabmos U.S.headquarters is located in Austin,TX.The company also has offices in EMEA,APAC and Africa.Product overview Jabmo offers an omni-channel ABM and sales enablemen platform that tracks the account buyer journey from beginning to end and enables account-based marketing across all di

310、gital channels.Directly integrates with all major marketing channels,unifying first-party engagement data from each source for account-level analytics.The resulting insights enable B2B marketing and sales leaders to build better audiences for advertising campaigns,sense buying intent surges and acce

311、lerate more deals with key accounts.Use cases Cross-selling new solutions to new buying groups within existing accounts.Growing revenue in existing accounts through international expansion.Increasing sales win rates and deal sizes by engaging key accounts early in the buying cycle.Sharing new produc

312、ts or solutions with key accounts,including investors and prospects.Prospecting to hot accounts(intent surge)or whitespace accounts(key accounts not coming to the website or key pages).Engaging known and unknown buying groups in advertising.Bringing together all advertising data into one platform at

313、 an account level.Data Jabmo offers both IP tracking and direct account-based user tracking through integrations with ad platforms including Xander,Linkedin,Facebook/Linkedin,Google,and through MAPs.Updated scoring system assigns each key account a numerical buying intent score from 0 to 100,based o

314、n first-party engagement data from all website activity and marketing interactions.This evaluation can be customized with specific criteria for dynamic results,surfacing data-driven insights that help B2B Marketing and Sales select the most valuable target accounts,prioritize those getting ready to

315、buy and win more deals faster.Account qualification and prioritization Marketing and sales users can prioritize key accounts for ABM based on buying intent surges.Additionally,they can adapt their messaging to each target account according to the different stages in the buying cycle.Jabmo701 Tillery

316、 St.,Suite 12Austin,TX 78702HQ:18 rue de Londres75009 Paris,FranceT:173-722-Key customers BaxterMilliporeSigmaSchneider ElectricSiemensWatersKey executives Nick Heys,Founder and Chief Executive OfficerTav Tepfer,Chief Commercial OfficerMark Durante,Vice President,Product and EngineeringBenoit Rouque

317、t,Finance Director 2022 Third Door Media,Inc.39 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers Guide Jabmos Account Sensing capabilities allow marketers to:See anonymous buying group signals fromwebsite and digital marketing.Iden

318、tify new opportunities.Score key accounts based on unique visitorcount,channel diversity,form fill,and specificcontent consumed.Analytics and reporting Two types of automated individualized email alerts to key account sales managers,which are personalized based on their portfolio:Real-time surge ale

319、rts:Surges in buying group intent trigger email alerts to the appropriate key account sales manager,who can reach out with relevant information and offers.Weekly account reports:Regular reports summarize engagement for multiple accounts in a sales managers portfolio,helping them prioritize accounts

320、getting ready to buy.Insights provided include engagement over the past week,top engaged accounts,and any increases over time.Within the Salesforce application,the Jabmo Insights tab and Jabmo Account Engagement Reports show buying intent surges and key account activity across all channels.Insights

321、reveal how accounts are coming to key pages,most engaged locations,and most engaged pageshelping key account sale managers plan outreach and focus their valuable time on the right accounts.Third-party integrations Native integrations with AWS,MS Azure,Eloqua,Google,HubSpot,Linkedin,Marketo,Meta,On24

322、,Pardot and Salesforce.Pricing and support Annual contract is required.Pricing includes platform,media,data and services as well as integrations with CRM,MAP and ad platforms.Pricing is based on the number of target accounts,length of contract and other program variables.Jabmo701 Tillery St.,Suite 1

323、2Austin,TX 78702HQ:18 rue de Londres75009 Paris,FranceT:173-722- 2022 Third Door Media,Inc.40 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers GuideTarget customer Mid-market and large global enterprises,as well as high-growth B2B

324、SaaS startups in the software,IT services and other industries.Company overview 29 employees.Founded in 2015.Kwanzoo provides an Open Go-to-Market(GTM)platform that operationalizes the GTM process across all customer-facing roles.Marketing,sales and customer success managers can connect their system

325、s and operate from a single,consistent GTM framework across departments.Open GTM offers six core capabilities to B2B growth,operations and analytics leaders:account-based marketing,iPaaS,BI and analytics,a data lake,attribution and sales intelligence.Product overview A customizable platform that can

326、 be used as a standalone platform or in conjunction with existing data management platforms.Delivers deep global account reach and coverage for advertising and paid media programs.Provides account resolution and de-anonymizes more buyers by connecting to multiple third-party data sources.Prioritizes

327、 accounts using multiple intent data sources with native first-party cookie support.An open,account-based data model with standard taxonomies and formats to enable insights for every job level/role.Sales UI delivers actionable insights to improve sales productivity and grow pipeline and revenue.Adva

328、nced data harmonization and ready-to-deploy applications help customers consolidate technology investments.As a SaaS platform,Open GTM comes with strategic services for experience design and customized dashboards,as well as full customer success(CS)support for program execution.A flexible service de

329、livery model allows customers to set up in-house,outsourced or agency partner teams directly on the platform.Use cases Supports tactics and analytics that span all stages of the account and buyers journey.For example,moving accounts identified as“Unaware”of the company,brand,or solution to“Aware”thr

330、ough account-based advertising,retargeting,and paid media programs.Improves account and buyer resolution from the companys website and other customer engagement touchpoints from all applications that track engagement.Improves account prioritization to enable marketing to optimize media and program s

331、pend,and for sales(SDRs and reps)to focus on the right accounts for outreach by combining all intent data sources into a single stream.Generates more marketing-qualified accounts,pipeline and deals from the companys target accounts with the ideal profile through more effective program spend across a

332、ll tactics and campaigns.Kwanzoo3211 Scott Blvd.,Suite 204,Santa Clara,CA 95054T:408-216-Key customersAvalaraAyla Networks HighRadiusPropeloSolvvyUnravelDataKey executivesMani Iyer,Chief Executive OfficerGregory Kotovos,Chief Revenue OfficerVic Kaul,Chief Operating Officer 2022 Third Door Media,Inc.

333、41 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Platforms:A Marketers Guide Delivers“run the business”dashboards and insights to the companys leadership,with key metrics across all relevant marketing,sales,and success platforms and tools.Data points employed to attribute online behavior First party and third party cookies.Account prioritization an