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1、MARTECH INTELLIGENCE REPORTINCLUDING IN-DEPTHCOVERAGEENTERPRISE ACCOUNT-BASEDMARKETING TOOLSA MARKETERS GUIDE 2024 Third Door Media is a Trademark of Semrush Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideScope and methodology.3Account-b

2、ased marketing market overview.4Figure 1:ABM continues to be B2B marketers top priority,attracting more budget.4Figure 2:ABM continues to grab a significant chunk of the marketing budget.4Figure 3:The global market for account-based marketing software is expected to expand at a 12.31%CAGR through 20

3、30.5The evolution of B2B buying.5Figure 4:More than ever,B2B buyers rely on online research to inform their purchase decisions.6Figure 5:Benefits of ABM cited by marketers surveyed.6Figure 6:B2B companies are placing greater emphasison the full lifecycle of the customer relationship.7Figure 7:Master

4、y of technology correlates with high performance in ABM programs.8Figure 8:Top five challenges cited by marketers.8Vendor market responds to ABM demand.9Point solutions give way to platforms.9Slowing consolidation and hesitant growth.10Critical elements for ABM success.11Figure 9:Sample ABM sales fu

5、nnel.As accounts travel down the funnel,they deliver more value to the organization.12Table 1:Select ABM metrics.13ABM tool capabilities.14Data enrichment.14Account targeting.14Personalization and/or predictive recommendations.14Interaction management/Orchestration.15ABM reporting .15Third-party sof

6、tware integration .16Table 2:Big picture capabilities of select ABM vendors .15Table 3:Data enrichment capabilities of select ABM vendors.16Table 4:Orchestration capabilities of select ABM vendors.16Choosing an ABM tool.17The benefits of using ABM tools.17Pricing.17Recommended steps to making an inf

7、ormed 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.26Demandbase.28Dun&Bradstreet.31Folloze.33Jabmo,a E

8、xpandi Group brand.36N.Rich.38RollWorks.40Salesforce.43Terminus.46ZoomInfo.50Table of contents 2024 Third Door Media is a Trademark of Semrush Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideScope and methodologyThis report examines the c

9、urrent 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 strategies?What capabilities do ABM tools provide and how

10、 are advances in AI driving functionality?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 mar-keting efforts to del

11、iver targeted advertising,as well as personalized content and messag-ing,to high-value accounts.ABM recognizes that B2B purchase decisions are often made by a group of individuals within a company,each of whom has their own interests and priori-ties.ABM tools help identify in-market accounts and eac

12、h of the individuals within a buying group.They also use data and machine learning to tailor content and experiences to meet each persons needs and automate many of the data and workflow processes that enable this approach.This report focuses primarily on ABM tools that gather information about pros

13、pect and account intent,provide B2B data enrichment 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 technologies integrate with and work alongside these tools to provide

14、 predictive analytics and recommendations;and infrastructure and orchestration services.The vendors profiled in this report represent some of the choices available;they are not a comprehensive list of ABM tool vendors.This report does not recommend any ABM tools or companies and is not meant to be a

15、n endorsement of any particular product,service or vendor.The report explores ABM market growth and trends,the key elements of successful ABM strategies,ABM tool capabilities and recommended steps for making an informed purchase decision.If you are considering licensing an ABM software tool,this rep

16、ort 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 gathering information from profiled vendors via a proprietary questionnaire.These interviews

17、and surveys took place in the first quarter of 2024 and built upon previous versions of this report.In addition to third-party research,these sources form the basis for this report.Editorial Adviser:Kim Davis,Editor-at-Large,MarTech,Third Door MediaResearch,Writing and EditingPamela Parker,Research

18、Director,Content Studio,Third Door MediaResearch Allison Lofaro,Director of Event and Client Success,Third Door MediaKaren DeWeese,VP of Event and Client Success,Third Door Media 2024 Third Door Media is a Trademark of Semrush Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Ba

19、sed Marketing Tools:A Marketers GuideB2B marketers have employed ABM for well over a decade,but the approach has gained momentum over the past few years and that growth is expected to continue.Account-based marketing market overviewB2B marketers have employed ABM for well over a decade,but the appro

20、ach has gained momentum over the past few years and that growth is expected to continue.Forrester predicts that,by 2025,account-based marketing will become the primary way most B2B companies identify,plan,manage,and measure buying and post-sale activity.Factors influencing this rise include shifts i

21、n buyer 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 members.The COVID pandemic accelerated these fundamental

22、shifts in the buying cycle by forcing events and in-person meetings to go virtual and driving more pre-purchase activity online.The budget-friendliness and convenience of these interactions have contributed to their ongoing popularity,even as COVID wanes.More recently,the boom in generative AI innov

23、ation shows great promise for ABM applications,given its capabilities for rapidly creating personalized content and gathering insights from data.As vendors incorporate these technologies into their platforms,their utility will grow.B2B marketers continue to cite ABM as their highest marketing priori

24、ty,pledging to dedicate more budget to the initiative,according to Momentum ITSMA surveys.ABM accounts for 30%of the overall marketing budget,the latest available data show(See Figures 1 and 2).Figure 1:ABM continues to be B2B marketers top priority,attracting more budget#1B2B marketing priority in

25、2023(Third year in a row)of the 2023 marketing budget dedicated to ABM30%Plan to increase ABM spending in 202466%Source:Momentum ITSMA and ABM Leadership Alliance,2023Figure 2:ABM continues to grab a significant chunk of the marketing budget2020202120222023025%50%75%29%28%30%27%100%of marketing budg

26、et dedicated to ABMSource:Momentum ITSMA 2024 Third Door Media is a Trademark of Semrush Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideFor some time,B2B buyers have conducted substantial research online before talking to a salesperson,a

27、nd that information has given buyers an upper hand.The global market size for account-based marketing software was$750 million in 2021 and is projected to reach$2.13 billion by 2030,growing at a CAGR of 12.31%from 2022 to 2030,according to Verified Market Research.Figure 3:The global market for acco

28、unt-based marketing software is expected to expand at a 12.31%CAGR through 203020212030$750Million$2.13BillionCAGR12.31%Source:Verified Market ResearchThe evolution of B2B buyingFor some time,B2B buyers have conducted substantial research online before talking to a salesperson,and that information h

29、as given buyers an upper hand.The lockdowns,canceled events and work-from-home trends that characterized the pandemic period exaggerated this phenomenon,and even though in-person opportunities have returned,it is clear the buying cycle has been forever changed.Fifty-eight percent of marketers said b

30、uyers are spending more time researching online before making purchase decisions,while 44%say peer reviews and user-generated content are playing a more significant role in buyers decision-making,a Winterberry Group survey finds(See Figure 4).2024 Third Door Media is a Trademark of Semrush Inc.6 htt

31、ps:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideAlthough inbound marketing remains critical to B2B lead generation,many marketers are increasing their use of ABM to regain control of the process and speed up the buying cycle.Figure 4:More than eve

32、r,B2B buyers rely on online research to inform their purchase decisionsCustomers are spending more time researching products and services online before making purchasing decisionsSocial media has become an increasingly important source of information for customersPersonalization is becoming more imp

33、ortant in content and media consumption for B2B customersCustomers now expect and are more likely to engage with brands that produce high-quality and engaging contentCustomers are increasingly accessing content on mobile devicesPeer reviews and user-generated content are playing a greater role inthe

34、 purchasing decision-making process58%54%51%50%46%44%n=200Source:Winterberry Group Survey(2023)These trends show buyers are determined to do their due diligence before making purchase decisions,raising the importance of the personalized,targeted experiences enabled by ABM technologies.At the same ti

35、me,the number of influencers involved in B2B purchase decisions has increased,leading to a longer 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

36、 inbound marketing remains critical to B2B lead generation,many marketers are increasing their use of ABM to regain control of the process and speed up the buying cycle.This shift from a reactive to a proactive marketing approach works well for many B2B companies.Marketers report ABM yields multiple

37、 vital benefits,with 72%of those surveyed by Momentum ITSMA saying the practice delivers higher ROI than other types of marketing.Marketers found ABM contributing to their companys pipeline growth and brand awareness,as well as their revenue.(See Figure 5)Figure 5:Benefits of ABM cited by marketers

38、surveyed%reporting improvement from ABMPipelinegrowthBrand awarenessperception,knowledgeRevenuegrowth74%70%78%n=111Source:Momentum ITSMA 2024 Third Door Media is a Trademark of Semrush Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideThese

39、 figures speak to another factor making ABM a preferred methodology.Marketers are placing much greater emphasis on existing customers,fostering deeper relationships in a bid for upsells and recurring revenue.Eighty percent of sales reps say theyre now encouraged to prioritize long-term relationships

40、 over short-term gains,and 92%report being evaluated on post-sale metrics like customer value and retention,according to Salesforces State of Sales,5th Edition(See Figure 6).Figure 6:B2B companies are placing greater emphasison the full lifecycle of the customer relationshipHigh performers Moderate

41、performers Underperformers Im at least partially evaluated on post-sale merics likecustomer value and customer retentionLeadership encourages me to prioritize long-term customerrelationships over short-term wins.Sales reps who say the following:Customer retention becomes a key performance indicator9

42、0%80%61%96%92%87%Source:State of Sales,5th edition by Salesforce Research.Similarly,63%of B2B marketing decision-makers planned to grow through tactics aimed at increasing spending among existing customers “a combination of new offerings and improved experiences,”according to Forresters 2023 Marketi

43、ng Survey(B2B).Both of these goals are especially conducive to an ABM approach.Adopting ABM and implementing a full program can be daunting,with marketers citing significant challenges with everything from organizational and target account list changes to data usability and insufficient budget,a For

44、rester ABM survey found.The biggest challenges,cited by 30%of respondents,were technology-related.Marketers mentioned the limitations of the tools they were using and the difficulty with integration.Overcoming those challenges pays off.Being further along in integrating technology into the practice

45、of ABM was highly correlated with high performance,a Momentum ITSMA study found,with 45%of high performers reporting being at stage 5 “Optimizing an omnichannel client experience”compared to just 15%of followers(see Figure 7).Adopting ABM and implementing a full program can be daunting,with marketer

46、s citing significant challenges with everything from organizational and target account list changes to data usability and insufficient budget.2024 Third Door Media is a Trademark of Semrush Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers Guide

47、Figure 7:Mastery of technology correlates with high performance in ABM programsWhich of the following best describes your organizations transformation in terms of marketing technology infastructure?%of respondentsStage 1.Getting startedStage 2.Building thetechnology foundationStage 3.Implementingnew

48、 technology-basedmarketing processesStage 4.Integrating marketingand sales technologyStage 5.Optimizing anomnichannel client experience17%38%45%39%44%17%High performersN=29FollowersN=18Note:Difference are statistically significantSource:Momentum ITSMAThe ABM platform vendors in this report hope to h

49、elp marketers tackle these challenges with the functionality offered by their software.Those we interviewed said they are increasing investment in artificial intelligence(AI),are placing a greater focus on proprietary data,and seeking to make their platforms useful across the enterprise(sales,market

50、ing,customer success)and through the entire customer lifecycle.Despite nearly universal praise for ABM,success isnt guaranteed,and technology is only part of the equation.To get the most out of the practice,marketers must also overcome challenges related to people,such as educating sales on the valu

51、e and process and measuring and proving ROI to the organization as a whole,according to a Momentum ITSMA survey.Figure 8:Top five challenges cited by marketersPeople Challenges(N=209)Organization Challenges(N=209)Technology Challenges(N=207)Educating sales on ABM process and valueMeasuring program i

52、mpactTracking attributionAligning the wider marketing organizationProving ROIIntegrating and managing fragmented dataManaging ABM-ers time for executionTailoring marketing to key contacts at each accountMeasuring and reporting program effectivenessNot having enough peopleGetting adequate budgetSelec

53、ting the right martech toolsHiring ABM-ers with the right experience,skills,and talentAligning sales and marketing on goals,metrics,and strategiesAutomating campaign executionSource:Momentum ITSMA and ABM Leadership Alliance,2023 ABM Benchmark Study,November 2023Despite nearly universal praise for A

54、BM,success isnt guaranteed,and technology is only part of the equation.2024 Third Door Media is a Trademark of Semrush Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideVendor market responds to ABM demandMany ABM vendors provide everything

55、 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 comprehensive platforms come from B2B mainstays such as Dun&Bradstreet,Salesforce a

56、nd Marketo,which share the space with a well-established group of independent ABM platforms and data providers,including 6Sense,Integrate,Demandbase,Bombora,RollWorks(a division of NextRoll),N.Rich,Madison Logic,Terminus and ZoomInfo.Point solutions give way to platformsIn the first iteration of thi

57、s report,released in 2018,we found the ABM landscape dominated by solutions addressing specific parts of ABM strategy,but now,through partnerships,consolidation and technological development,many vendors offer more comprehensive solutions.Some,like Dun&Bradstreet,have evolved their positioning from

58、market intelligence tools to more full-service ABM-focused technology offerings.Another notable development among vendors is the consolidation of ABM with demand generation.Increasingly,the offerings of ABM vendors overlap with those of marketing automation platforms(MAPs),and some industry watchers

59、 believe their functionality is converging a development that may force marketers to choose between technologies in these categories.Many ABM vendors are developing tools that combine these functions.Demandbase calls its offering a“Smarter GTM,”while Kwanzoo expects a B2B go-to-market suite of tools

60、 to become standard anchored by its Account-Based GTM platform.Madison Logic calls its solution“Journey Acceleration,”and Salesforce expects businesses to align all of their customer-facing activity(marketing,sales and customer service)on the Salesforce Customer 360 Platform.Meanwhile,Terminus and D

61、un&Bradstreet are unifying around a CDP.ABM vendors are also eager to incorporate the latest must-have technology artificial intelligence.In these platforms,AI and machine learning are typically used to identify buying groups and find patterns of intent signals that can help marketers better underst

62、and prospects.This assists them in improving the targeting and relevance of their marketing execution.More vendors have introduced recommendation engines that analyze multiple data sources to provide the next-best actions based on account intent and behavior signals.As AI advances further,these comp

63、anies are incorporating features designed to smooth workflows,either automatically or by making suggestions based on usage data.Generative AI is employed to create multiple variations of content,where data signals inform personalization to address the concerns and pain points of the person interacti

64、ng with the content.To enhance the connection between B2B sales and marketing teams,vendors are adding sales enablement tools 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

65、 marketing to sales,providing salespeople with additional insights as they approach prospects.Interaction management,or orchestration,is a key feature for many ABM vendors.A central focus is expanding the number of channels managed through their tools.Vendors are building out APIs and increasing the

66、 availability of native(out-of-the-box)integrations with CRMs,marketing automation systems,digital ad networks and other ABM data providers.To enhance the connection between B2B sales and marketing teams,vendors are also adding sales enablement tools that automatically activate sales triggers based

67、on CRM account reporting,and provide lead-to-account mapping.2024 Third Door Media is a Trademark of Semrush Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideWhile this data unquestionably drives value,it can create difficulties complying

68、 with privacy regulations,especially for those businesses looking to take their ABM programs global.Amid all these developments,the term ABX,which stands for account-based experience,has gained currency.As with customer experience management(CXM),the incorporation of the word“experience”signifies th

69、at the practice encompasses every aspect of a buying group members experience with the brand from awareness to acquisition to retention to upselling to advocacy.All of this is built on a foundation of data,which allows marketers to understand their prospects and ensure interactions meet their needs.

70、While this data unquestionably drives value,it can create difficulties complying with privacy regulations,especially for those businesses looking to take their ABM programs global.This is why many vendors tout their capabilities for data management and compliance.Slowing consolidation and hesitant g

71、rowthThough the ABM market suffers from the same malaise that has brought merger and acquisition activity to a crawl,the current roster of vendors is a result of fairly recent consolidation.In 2023,Expandi Group,a European company with several operating entities,purchased ABM platform Jabmo and all

72、of its marketing assets.Expandi followed up the buy with a new feature release in December,signaling that it intends to continue developing the platform.Before Expandi stepped in,Jabmo had ceased operations.Expandis Jabmo buy followed its purchase of Cyance,a B2B intent insight data platform,in 2022

73、 and the acquisition of AccountInsight in 2021.In early 2023,Demandbase raised$175 million in financing from Vista Credit Partners,a subsidiary of Vista Equity Partners and a strategic credit and financing partner focused on the enterprise software,data,and technology markets.The investment has been

74、 used strategically to support Demandbases next wave of platform innovation.The company purchased data providers InsideView and DemandMatrix in May 2021 after buying Engagio in 2020.Similarly,Terminus built up its offering by acquiring Zylotech and launching its own Terminus CDP in September 2021.Th

75、e company announced$90 million in a Series C financing round in February 2021,following a year in which it purchased Sigstr,Ramble and Growflare.Dun&Bradstreet,which purchased its own CDP,Lattice Engines,in 2019,more recently acquired Netwise and Eyeota in November 2021,giving it global scale and da

76、ta to power omnichannel marketing worldwide.The company started 2021 with the acquisition of Bisnode Business Information Group AB,a European data and analytics firm,which expands its presence in that part of the world.Other notable transactions include Salesforces February 2020 purchase of personal

77、ization firm Evergage,which is now integrated and called Interaction Studio.The company also purchased consulting firm Traction on Demand in 2022 to strengthen its professional services division by adding B2B marketing automation and ABM capabilities.Other recent developments of note include:MRPs de

78、cision to stop licensing its Prelytics ABM platform.However,it continues to support legacy customers and will use the technology internally to serve its own clients.NextRolls$500 million financing deal with Capital IP,which closed in May of 2023.In 2022,Madison Logic was acquired by investment firm

79、BC Partners,a unit of Clarion Capital Partners,in a deal reportedly valued at$750 million.A$200 million Series E round of financing for 6sense in January 2022,which followed its$125 million Series D in March of 2021,bringing its total funding to$426 million.That same year,6sense acquired AI-driven e

80、mail marketing platform Saleswhale and adtech provider Granite Media.Previous acquisitions include Slintel(Q3 2021),Fortella(Q3 2021)and ZenIQ(Q2 2018).Folloze received$13 million in Series A1 funding in July of 2021.2024 Third Door Media is a Trademark of Semrush Inc.11 https:/martech.orgMARTECH IN

81、TELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers Guide Bombora negotiated a$20 million 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 its pace

82、of innovation.N.Rich received a$4 million investment from VenTech fund in 2020.Integrate purchased Akkroo and ListenLoop in 2019.Critical elements for ABM successWhat goes into a successful ABM strategy?The best practices focus on these five core areas:Data enrichment.Account targeting.Personalizati

83、on and/or predictive recommendations.Interaction management.Performance measurement.The following section discusses each of these ABM strategy elements in more detail.Later,we will explore how the capabilities of ABM tools help marketers achieve these strategic objectives.Data enrichment.Robust,accu

84、rate account data is foundational to ABM success.While this is true for all aspects of marketing,it is essential for ABM because the targeted accounts generally represent longer-term,higher dollar-value deals.Comprehensive account information can include the following types of data,gathered from bot

85、h 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 data is vital because it can highlight accounts with complementary technologies installed or rule out accounts th

86、at 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 quantitative business information,including vertical market,company size and number of locations,number of employees,annual

87、 revenue and growth.Firmographic data can be sourced from annual reports,LinkedIn and third-party vendors.Intent data:Identifies company actions or signals indicating whether an account is“in market”for a solution.Intent data can be sourced from B2B forums or job boards(to view account participation

88、 in them),first-party content downloads,site activity or ad clicks,as well as review sites like G2 and TrustRadius or third-party vendors.Account targeting.A successful ABM strategy aligns sales and marketing departments to focus on a select number of high-value accounts representing the highest pot

89、ential 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 nurtured down into the funnel to create greater value for the organization(see Figure 9).Data can be sourced from social med

90、ia forums and job boards,as well as competitive intelligence and/or web scraping firms.2024 Third Door Media is a Trademark of Semrush Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideEighty-nine percent of business buyers are more likely

91、 to buy from a company that demonstrates an understanding of their business goals.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,publi

92、shed 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 typically

93、 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),b

94、udget,geography and technology used.Once sales and marketing teams have agreed upon the list of high-value accounts,three types of ABM targeting can be executed.They are not mutually exclusive,and many B2B companies use more than one of the following:1-to-1.Marketers work with account teams to devel

95、op 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 or ABM Lite.In this type,marketers execute less customized programs for clusters of target accounts with similar needs or business attribu

96、tes.These can include email marketing campaigns as well as in-person or virtual roadshows and events geared toward groups.1-to-many or Programmatic ABM.Marketers use machine learning to send highly targeted and personalized messages to individuals at hundreds(or thousands for enterprises)of key acco

97、unts.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.Artificial intelligence and machine learning are central to creating and executing tailored,dynamic a

98、ccount interactions that include personalized and curated emails,social media posts,website landing pages and product recommendations based on account preferences and behaviors.Eighty-nine percent of business buyers are more likely to buy from a company that demonstrates an understanding of their bu

99、siness goals,according to the State of the Connected Customer report,published by Salesforce.Personalization has evolved from simple token-based greetings on an email(Hello)to highly customized webpage content,images and layouts,and adaptive mobile experiences.More advanced artificial intelligence(A

100、I)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 and real-time visitor behavior and prefere

101、nces analysis.2024 Third Door Media is a Trademark of Semrush Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideCookie-based targeting is still frequently used in North America,but third-party data like this is growing more scarce as softw

102、are companies respond to users privacy concerns.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 touchpoint alo

103、ng 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:through

104、cookies,IP addresses or personally identifiable information(PII)like email addresses.Cookie-based targeting is still frequently used in North America,but third-party data like this is growing more scarce as software companies respond to users privacy concerns.IP-based targeting provides global reach

105、 but does not enable targeting at the individual decision-maker level.Meanwhile,using PII is only an option when prospects share their information,such as for a white paper download.Each targeting method has pros and cons,and marketers must carefully examine their data practices regarding PII to ens

106、ure compliance with the European Unions GDPR and various state laws within the United States.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 important goal of any ABM strategy is to es

107、tablish metrics that measure the influence marketing efforts have on the most important target account contacts.These metrics should ultimately drive account lifetime value by increasing mindshare and creating stronger,long-term relationships.To that end,the most popular ABM metrics,according to the

108、 Momentum 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 ABM metricsReputationRelationshipsRevenueBr

109、and 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/won opportunitiesWin rateDeal size(average se

110、lling price)Revenue growth(including average rate of return)Pipeline velocitySource:ITSMA,ABM Leadership Alliance,Third Door Media 2024 Third Door Media is a Trademark of Semrush Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideEffective

111、ABM begins with robust,accurate account data.While many B2B companies collect vast amounts of first-party data,there are often gaps that can hinder efforts to customize content and offers to target accounts for ABM.ABM tool capabilities A wide variety of ABM tools are available to automate and execu

112、te ABM strategies.They may provide B2B data enrichment,AI-based predictive analytics and recommendations,interaction management(i.e.,digital advertising,direct mail,websites,events and sales outreach),and ABM infrastructure and orchestration.The ABM tools we profile in this report typically offer th

113、e following capabilities,either natively or through integrations or partnerships with other providers:Data enrichment;Account targeting;Personalization and/or predictive recommendations;Interaction management/Orchestration;ABM performance reporting;and Third-party software integration.The following

114、section discusses these capabilities and the key considerations in choosing an ABM tool.(See Tables 2,3 and 4 for details related to specific vendors.)Data enrichmentEffective ABM begins with robust,accurate account data.While many B2B companies collect vast amounts of first-party data,gaps can ofte

115、n hinder efforts to customize content and offers to target accounts for ABM.Some vendors and their partners provide particular types of business data,as well as broad-based business data,that can help fill those gaps and provide important insights into purchase intent.Vendors also append data to exi

116、sting 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 reports),t

117、hird-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:SMBs may nee

118、d 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 vendors use machine learning to provide the granularity that ena

119、bles more than one level of account targeting.In addition,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 program.Personalization and/or predictive recommendations B2B buyers ex

120、pect personalized messaging and offers from the companies they do business with.Some 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 third-party personalization tools

121、 or CRM platforms that drive these types of customized programs.2024 Third Door Media is a Trademark of Semrush Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideMachine learning-based predictive recommendations enable B2B marketers to pro

122、vide content and product suggestions unique to each account decision-makers preferences.Most vendors offer recommendation engines that ingest and analyze customer firmographic,technographic,intent and engagement data to score target accounts,create an ICP and identify lookalike accounts.Recommendati

123、ons can be dynamically generated based on known account data,account scores and real-time analysis of visitor behavior and preferences.Interaction management/OrchestrationB2B marketers must increasingly engage target accounts on multiple channels with highly customized and consistent ABM programs.Ef

124、fective B2B channels include offline(direct mail,events,roadshows and in-person/phone-based sales outreach)and online(email,websites,virtual events,webinars and paid/organic search,display and social)media.Many vendors manage ABM interactions,including offering CPC-based paid ad programs across sear

125、ch,display and social media.ABM reportingABM is new for many B2B organizations,and,even 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 is vital for ongoing C-suite support,as well as securing sales t

126、eam buy-in.vendors are expanding their reporting capabilities through investments 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 p

127、roviding reports at both the account and individual/contact levels.Third-party software integrationVendors 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 s

128、tacks.Native or out-of-the-box integrations are most commonly available 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

129、and use.API integration may incur additional charges,generally per call for each data download.Table 2:Big picture capabilities of select ABM vendorsVendorLicensing dataOrchestrating campaignsAdobe Marketo Engage446sense44Demandbase44Dun&Bradstreet44Jabmo(Expandi)44Folloze84N.Rich44RollWorks84Salesf

130、orce44Terminus44ZoomInfo44B2B marketers must increasingly engage target accounts on multiple channels with highly customized and consistent ABM programs.Source:Third Door Media Survey for Account-Based Marketing Tools:A Marketers Guide,2024 2024 Third Door Media is a Trademark of Semrush Inc.16 http

131、s:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideTable 3:Data enrichment capabilities of select ABM vendorsTable 4:Orchestration capabilities of select ABM vendorsIndividual-level intent dataAccount-level intent dataIntent data in multiple languages

132、Technographic dataFirmographic dataIntent data sourcesVendorAvailabilityExclusivityAvailabilityExclusivityAvailabilityExclusivityAvailabilityExclusivityAvailabilityExclusivity6senseununununun-Proprietary website-Network of websites with exclusive partnerships-Network of websites with non-exclusive p

133、artnerships-Licensed from third-party providersAdobe Marketo EngageTBDDemandbaseununununun-Proprietary website-Network of websites with exclusive partnerships-network of websites with non-exclusive partnerships-Licensed from third-party providersDun&Bradstreetpn/ppn/p8npn/ppn-Proprietary website-Net

134、work of websites with exclusive partnerships-Network of websites with non-exclusive partnerships-Licensed from third-party providersFollozelllllllluuTBDJabmo(Expandi)8unununun-Network of websites with non-exclusive partnerships-Licensed from third-party providersN.RIch8ununulul-Proprietary website-N

135、etwork of websites with exclusive partnerships-Network of websites with non-exclusive partnerships-Licensed from third-party providersRollWorksun/pun/p8ulul-Proprietary website-Licensed from third-party providersSalesforceTBDTerminusplun/pun/pulun/p-Network of websites with exclusive partnerships-Li

136、censed from third-party providersZoomInfo8un/pununun-Proprietary websiteVendorWebsiteEmailDisplay Ad CampaignsSocial Media CampaignsChatbotsDirect Mail6senseuquuuuAdobe Marketo EngageDemandbaseququluDun&BradstreetpqqqqqFollozequuuu8Jabmo(Expandi)uuuq88N.Rich88uu88RollWorksqquuqqSalesforceuuqu8qTermi

137、nus8quqq8ZoomInfo88qq88Source:Third Door Media Survey for Account-Based Marketing Tools:A Marketers Guide,2024Source:Third Door Media Survey for Account-Based Marketing Tools:A Marketers Guide,2024p Available to be licensed,u Available as a part of the platform(no extra charge),n/p A mix of propriet

138、ary and licensed data,n Proprietary to the company,l Licensed via a third-party provider 8 Not availablep Available to be licensed,u Available as a part of the platform(no extra charge),n/p A mix of proprietary and licensed data,n Proprietary to the company,l Licensed via a third-party provider,q Av

139、ailable for an extra charge or an additional subscription,8 Not available 2024 Third Door Media is a Trademark of Semrush Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideChoosing an ABM toolThe benefits of using ABM toolsAutomating ABM d

140、ata,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 target.This includes agreeing on the definitio

141、n 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 hiccups that can occur when its time for

142、prospective customers to get internal buy-in.ABM addresses this 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 buying influencers and decision-makers.Increas

143、ed marketing ROI.Seventy-two percent of marketers say ABM gives them“somewhat higher”or“significantly higher”returns than other marketing initiatives,according to ITSMA.Thats because ABM efforts focus on growing pipeline and revenue from companies with a high propensity to buy more and more often.Ma

144、rketers can focus their resources more efficiently and run campaigns optimized for target accounts creating a bigger revenue impact with each ABM program.Expanded account value and revenue.Companies that implement ABM experience a nearly two-fold increase in annual contract value,according to resear

145、ch conducted for the ABM Leadership Alliance.The gains are not limited to enterprise-level companies.ABM significantly boosts pipeline velocity and closed rates,which often outweighs the many smaller deals sourced through traditional demand generation.Enhanced customer experiences.ABM isnt just abou

146、t acquiring new target accounts,its about retaining and growing them through cross-sell,upsell and advocacy programs.As a result,ABM is more personalized and delivers more consistent customer experiences across channels.PricingABM tool pricing varies widely based on the services provided and the sco

147、pe of the implementation.Some vendors offer SaaS-based platform pricing but may have additional fees for the number of accounts or contacts,the type of data enrichment provided,visitors and user seats,as well as for customer onboarding and support.Vendors focused on interaction management/orchestrat

148、ion 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 of their tools.Onboarding can range from minutes to several

149、 weeks,depending on the features used and the level of integration needed.Many vendors provide add-on ABM strategic services around technology stack configuration,target account identification and marketing/sales alignment.Many vendors require annual contracts(although some offer month-to-month pric

150、ing)and may offer discounts in exchange for longer-term commitments.Several vendors also offer free trials of their tools.2024 Third Door Media is a Trademark of Semrush Inc.18 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideUnderstanding your

151、current marketing processes,knowing how to measure success and identifying where you are looking for improvements are all critical pieces of the ABM tool decision-making process.Recommended steps to making an informed purchaseUnderstanding your current marketing processes,knowing how to measure succ

152、ess and identifying where you are looking for improvements are all critical pieces of the ABM tool decision-making process.The following section outlines four steps to help your organization begin that process and choose the ABM tool or platform that fits your business needs and goals.Step one:Do yo

153、u need an ABM tool?Deciding whether or not your company needs an ABM tool calls for the same evaluative steps involved in any software adoption,including a comprehensive self-assessment of your organizations business needs,staff capabilities,management support and financial resources.Use the followi

154、ng questions as a guideline to determine the answers.Have we identified our ABM goals?Implementing an ABM strategy can benefit the organization in many ways 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 im

155、prove customer lifetime value?Or do you want to expand into a new segment,territory or vertical market?What type of ABM do we want to adopt?If you plan to use Strategic,or 1-to-1,ABM,your technology needs will be different from a company employing Programmatic,or 1-to-many ABM.Can sales and marketin

156、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 a high-priority account must match sales,or your ABM strategy wont

157、 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.With a clear mandate from the organizations t

158、op,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 successful.As such,both organizations need to understa

159、nd 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.All internal stakeholders must understand the fundamentals of ABM and how to execute the strategy using any ABM tools your organization

160、 might license.Many 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,consistent and continuous.Have we established KPIs and a system for tracking,measuring and reporting resu

161、lts?Once youve established your goals and communicated them throughout the sales and marketing organizations,youll need to decide on the metrics most important to your ABM efforts and monitor your progress in achieving them.Remember to set clear expectations:initially,ABM will create more work for b

162、usy sales staff.Be sure to explain the benefits of ABM to the sales organization and perhaps incentivize their participation.2024 Third Door Media is a Trademark of Semrush Inc.19 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideThe most effecti

163、ve 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 makes sense for your business,spend time researching individual vendors and their capabilities by doi

164、ng the following:Make a list of all the ABM capabilities you currently have,those you would like to have and those you cant live without.This last category is critical and will help you avoid costly mistakes.For example,if enriching your ICPs with deeper technographic data is important,ask about it

165、during vendor interviews and demos.(See also Tables 2,3 and 4 in this report.)If one vendor doesnt offer this must-have capability,its not a fit.Take your list of capabilities and then do some research.Speak to your marketing peers to determine who uses which ABM tool and why.Narrow your list to tho

166、se vendors that meet your criteria.Submit your list of the ABM capabilities to vendors youve identified,and set a timeframe for them to reply.Decide whether or not you need to engage in a formal RFI/RFP process.This is an individual preference;however,be sure to give the same list of capabilities to

167、 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 strategic goals and KPIs.For example,mention your companys most important KPIs and how you will evaluate the s

168、uccess 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 everyone involved on both sides comes to a shared understanding of the purpose,requirements,scope and structure

169、 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 demoSchedule demos within a tight timeframe to facilitate relevant comparisons.Ensure all potential internal users are on the demo

170、 call,and pay attention to the following:4 How easy is the tool to use?4 Does the vendor seem to understand our 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,da

171、ta enrichment and interaction management/orchestration:4 Does the tool help identify target accounts?4 What type of machine learning and/or artificial intelligence does the tool use?4 Where does enrichment data come from?Does it cost extra or is it included?4 Can we segment and view accounts by mult

172、iple 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 came from(channel or campaign)?4 Does the tool track website visitor actions(i.e.,clicks and conten

173、t views)?2024 Third Door Media is a Trademark of Semrush Inc.20 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideBefore deciding on a particular vendor,talk to one or two customer references,preferably someone in a business similar to yours.4 Ca

174、n 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 offer generative AI capabilities to personalize interactions?4 Does the tool help us comply with relevant privacy regulations?Reporting and inte

175、gration: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 utilize historical dat

176、a?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 the turnaround time

177、 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 and negotiate a contractBefore deciding on a particular vendor,talk to

178、 one or two customer references,preferably someone in a business similar to yours.The vendor should be able to supply you with several references if you cannot identify them yourself.Use this opportunity to ask any additional questions,and to find out more about any questions that werent answered du

179、ring the demo.Make sure that the person youve been referred to is someone who is a primary user of the solution.Consider 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 to your expectations?4 How long did the system t

180、ake 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 Where have you seen the most success?What are the

181、biggest challenges?4 How are you measuring your success?4 How easy was the set-up process,and how long did it take?Did the vendor help?4 How responsive is customer service?2024 Third Door Media is a Trademark of Semrush Inc.21 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Ma

182、rketing Tools:A Marketers GuideABM is gaining steam partly because it is already creating significant improvements in the B2B account pipeline and revenue for those who have adopted the methodology.4 Has there been any downtime?4 What is the most useful,actionable(favorite)report the solution genera

183、tes?4 What do you wish they did differently?4 Why would you recommend this tool?Although not all vendors require an annual contract,many do.Once youve selected a vendor,get a written list of what technology and support are covered in the contract.Also ask about what kinds of additional fees might co

184、me 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 put a new hire though the official training mid-year,what will that cost?Wha

185、t is the“out”clause?Obtaining the answers up front and in writing will ensure fewer surprises or additional costs.ConclusionAlthough account-based marketing is not new,many B2B companies are still seeking to expand it to additional accounts or geographies.ABM is gaining steam partly because it is al

186、ready creating significant improvements in the B2B account pipeline and revenue for those who have adopted the methodology.One of the main factors driving ABMs success is the sea change in how B2B organizations research and make purchase decisions.ABM enables marketers to focus on accounts with the

187、greatest ROI potential through insightful and personalized marketing programs.Yet B2B marketers face challenges 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 wit

188、h one or more of the many vendors that provide advanced data;analytics;AI-driven personalization,and predictive recommendation engines,as well as interaction management/orchestration,marketers can better navigate the rapidly evolving B2B landscape.n 2024 Third Door Media is a Trademark of Semrush In

189、c.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideTarget customer SMB and enterprise B2B companies in verticals including high-tech,business services,financial services,manufacturing and healthcare.Company overview Founded in

190、2013.1,300 employees.In 2022,6sense acquired AI-driven email marketing platform Saleswhale and adtech provider Granite Media.Previous acquisitions include Slintel(Q3 2021),Fortella(Q3 2021)and ZenIQ(Q2 2018).In January 2022,6sense raised$200 million in a Series E financing round to bring total fundi

191、ng to$426 million.6sense was founded more than ten years ago with the mission of transforming B2B selling and marketing.6sense is headquartered in San Francisco and has additional offices in Austin,New York,London and India.Product overview6sense is designed to drive predictable revenue growth by id

192、entifying anonymous buyers,understanding their behavior,and guiding marketers and sellers to engage with those most likely to make a purchase.The 6sense Revenue AI for Marketing allows marketers to uncover hidden demand in the“Dark Funnel,”understand anonymous buying signals and stimulate growth by

193、engaging key buyers within in-market accounts at the right time with compelling messaging.The 6sense Revenue AI for Sales is an AI-powered sales intelligence platform.It enables sellers to quickly gather buying team and account intelligence,streamline workflows,discover hidden sales opportunities,ac

194、curately identify anonymous buyer intent data and prioritize accounts that are ready to buy.6sense Conversational Email aids marketers in utilizing AI to create relevant,on-brand email campaigns that encourage conversations and lead to meetings being scheduled.Use cases Creating web experiences.The

195、platform includes applications for buyer experiences such as website personalization,chat,dynamic content hubs and de-anonymized web analytics.Audience creation,intent,insights,and analytics.These applications are utilized across all teams and personas,from marketing and operations to Business Devel

196、opment Representatives(BDRs)and sellers.Use cases for sales focus on account and contact discovery and prioritization,sales insights,outbound prospecting and deal acceleration.Customer success use cases concentrate on customer health,engagement,and expansion as well as proactively identifying churn

197、risk.Marketing use cases aim at delivering insights,targeting,execution and measurement across multichannel advertising,digital experiences,chat,email and direct mail.Operations use cases are centered on data acquisition and enrichment,lead management,lead routing,and territory design and management

198、.6sense450 Mission St.,Ste 201San Francisco,CA 94105T:415-212-Key customers CiscoCognizantDellMotorola SolutionsPTCShellKey executives Jason Zintak,Chief Executive Officer 2024 Third Door Media is a Trademark of Semrush Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise A

199、ccount-Based Marketing Tools:A Marketers GuideData 6sense matches anonymous buyer behavior to accounts using the companys proprietary 6signal Graph,which uses patented technology to capture,clean,and match millions of interactions against a master company dataset that 6sense has been expanding and r

200、efining for over ten years.These capabilities enable matching anonymous visitors on a companys website,matching buying signals from 6senses proprietary intent network,and ensuring that digital ads are served only to targeted audiences.Users can view intent signals by buyer locations as well as known

201、(in CRM)contacts web activity.6signal uses multiple identifiers in its algorithm to establish IP-to-company relationships and connect intent signals across devices,channels,people and locations.When an intent signal is matched to an account,6signal generates an AI-driven confidence score to determin

202、e the probability of an accurate match,allowing it to continually learn and adjust as buyers move between companies,locations,and devices.6sense is fully compliant with all privacy guidelines such as the General Data Protection Regulation(GDPR)and the California Consumer Privacy Act(CCPA)Account ide

203、ntification and prioritization 6sense delivers five predictive models customized to each client for account and contact qualification and prioritization.This system uses training data from multiple years of historical Marketing Automation Platform(MAP),Customer Relationship Management(CRM)data and r

204、eal-time buyer behavioral and intent data.The company provides scores for Ideal Customer Profile(ICP)account fit,account buying stage,account reach score,contact fit and contact engagement level.Users can leverage these predictive scores and other filters to create unlimited account segments for ana

205、lysis or campaigns across any native or integrated channel.The platform offers out-of-the-box sales prioritization dashboards and account and contact-level insights to help sellers focus outreach activities.Prioritization is based on 6sense Qualified Account(6QA)scores derived from ICP fit,current b

206、uying stage,qualification date and opportunity status.The platform shows current levels of engagement through contact-level predictions.Data is delivered to sellers through 6sense Revenue AI for Sales,which can be integrated within CRM systems and Sales Engagement Platforms.The platform provides sal

207、es alerts and AI-recommended next-best actions to assist sellers in prioritizing accounts and contacts.Artificial intelligence and machine learning 6sense uses advanced AI modeling and big data to automatically prioritize audiences with its patented predictive models.The platform provides both accou

208、nt-level predictions(fit,buying stage,and sales/marketing reach)and contact-level predictions(fit and engagement),resulting in account-specific buying group maps.All models are product-specific for each customer,allowing for separate models for different products or services a customer might offer.6

209、sense pioneered the use of AI for in-market predictions over a decade ago,and has more than 100 patents filed or granted in this area.The platform handles onboarding,cleansing,mastering,and de-duplicating CRM/Marketing Automation Platform(MAP)data in an embedded Customer Data Platform(CDP)to create

210、a unified database for predictive modeling.6sense has released generative AI-6sense450 Mission St.,Suite 201San Francisco,CA,94105T:415-212- 2024 Third Door Media is a Trademark of Semrush Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A

211、Marketers Guidepowered email capabilities with its Conversational Email product.This product can be purchased separately or as an add-on to 6sense Revenue AI platform subscriptions.Analytics and reporting 6sense provides a suite of reports,dashboards,and visualizations with every platform subscripti

212、on.The“home”Account-Based Marketing(ABM)dashboard in 6sense Revenue AI for Marketing offers visualizations and metrics across all accounts on engagement across channels.Users can drill into specific segments or accounts for more detailed reporting.Segment-level reports display predictive analytics,b

213、ehavioral analytics and performance over time across included accounts.Individual account-level reports show activity,specific campaigns,persona engagement,scoring trends and timelines.Other reports detail the performance of ad campaigns,Conversational Email campaigns,influenced form fills,and provi

214、de insights on the pre and post-pipeline funnel by predicted buying stages.6sense Revenue AI for Sales provides sellers access to account and contact-level insights as well as a suite of dashboards like Recent Activities that shows channel-specific engagement activities for a sellers target accounts

215、.Revenue AI for Sales also provides additional account-level reporting on technographics,psychographics,market insights and next-best action predictions to help sellers drive more effective outreach and buyer engagement.Collaboration and workflow 6sense provides unlimited daily and weekly alerts via

216、 Slack and/or email that can be configured for groups of recipients or individual users.Alerts can be triggered for various scenarios such as accounts with recent website activity,recent intent activity,recent contact engagement,or accounts that have recently become“hot”based on custom triggers.The

217、platform includes a suite of orchestration capabilities that enable users to manage common workflows.These workflows include creating new account records in Customer Relationship Management(CRM),pushing audiences to CRM,Marketing Automation Platform(MAP),and Sales Engagement Platform(SEP),enriching

218、CRM records with firmographic data,lead-to-accountThird-party integrations Out-of-the-box sales/marketing app integrations for 6sense include:CRM:Salesforce(SFDC),Dynamics,Hubspot.Ads:LinkedIn,Facebook,Google,Integrate;plus,6senses ad tracking pixel integrates with a wide range of Demand Side Platfo

219、rms(DSPs)and other ad providers for tracking and reporting.Marketing Automation Platforms(MAP):Pardot,Marketo,Eloqua,HubSpot.Personalization:Mutiny,Drift,Pathfactory,Folloze,Hushly,Bound,Trendemon,Uberflip.Sales Engagement Platforms(SEP):Outreach,Salesloft,Salesforce.Email:6sense Conversational Emai

220、l and MAPs.6sense also provides multiple open APIs that clients and vendors can use to ingest 6sense data into other systems for company identification,company firmographics,lead scoring,people enrichment and people search.In addition,6sense offers multiple Data-as-a-Service(DaaS)packages that provi

221、de granular 6sense data that clients can ingest into their other systems.These data packs also enable the delivery of data directly to a clients6sense450 Mission St.,Suite 201San Francisco,CA,94105T:415-212- 2024 Third Door Media is a Trademark of Semrush Inc.25 https:/martech.orgVENDOR PROFILESMART

222、ECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuidePricing and support 6sense requires customers to commit to an annual contract.The platform offers a free trial or allows for other testing pre-purchase.Pricing varies based on the subscription level.Annual contracts ar

223、e required.6sense offers two primary solutions:Revenue AI for Marketing and Revenue AI for Sales,which can be purchased separately or together depending on desired use cases and outcomes.Revenue AI for Marketing pricing is based on allowance-based tiers for features like the number of accounts reach

224、ed by campaigns,API calls,and users.Add-on capabilities include 6sense Conversational Email and 6sense Predictive Scoring.Four different plans are available for Revenue AI for Sales,allowing customers to tailor investment based on the specific data types and sales workflows desired.The main factors

225、that drive subscription pricing are the number of user seats and contact data credit allowances.Integration with a customers MAP and CRM systems,including taxonomy mapping,are included as part of the initial implementation.Customer support services,a dedicated customer success manager,and on-demand

226、training are also included with every contract.Most out-of-the box integrations can be deployed with no additional services required.Additionally,6sense provides a comprehensive suite of APIs that can be leveraged to integrate 6sense data with other systems.Strategic advisory,advertising,and persona

227、lized training services are available as add-ons.6sense also has a broad ecosystem of agency partners available to provide additional creative,strategic,and managed services.6sense450 Mission St.,Suite 201San Francisco,CA,94105T:415-212- 2024 Third Door Media is a Trademark of Semrush Inc.26 https:/

228、martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideTarget customer Enterprises in a wide range of verticals.Company overview Founded in 1982.21,000+employees.Went public in 1986 with the ticker symbol ADBE(NASDAQ).Adobe believes creativity

229、 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 with their most strategic opportunities.Use cases Lead nurturing and manage

230、ment.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 account lists,orchestrate personalized experiences across channels and measure

231、 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 marketers to deliver personalized messages and content on every channel incl

232、uding 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 Adobe Marketo Engage allows marketers to consolidate first-and third-party

233、 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 your best customers,then use fit and intent data signals to create an ide

234、al 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 prioritization.Predictive account rankings,propensity rates,fit and intent dat

235、a 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 executives Shantanu Narayen,Chairman,President and Chief Executive OfficerAbha

236、y 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,Creative Cloud 2024 Third Door Media is a Trademark of Semrush Inc.27 ht

237、tps:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideArtificial intelligence and machine learning Adobe Marketo Engage uses AI to help users build best-fit account lists and help identify buying personas for marketers to engage.The tech

238、nology is also used to automate personalized cross-channel experiences for users,even for anonymous visitors.Third-party integrations Integrates with other Adobe tools like Experience Manager Assets(DAM),Creative Cloud and more.Other integration partners include:Salesforce,Microsoft,SAP,Google,Faceb

239、ook,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 daily API calls;a lead and account database;custom data object

240、s 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 webinar marketing;landing pages and forms;marketing calendar

241、;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.The Ultimate package adds email deliverability;a sandbox and

242、 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- 2024 Third Door Media is a Trademark of Semrush Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:

243、Enterprise Account-Based Marketing Tools:A Marketers GuideTarget customer Enterprise B2B marketing and sales professionals.Company overview Founded in 2007.710 employees.In 2020,Demandbase acquired Engagio,a B2B account-based engagement platform.Then,in 2021,Demandbase acquired InsideView,a provider

244、 of sales and marketing intelligence,and DemandMatrix,which offers technographic data and intelligence.In early 2023,Demandbase raised$175 million in financing from Vista Credit Partners,a subsidiary of Vista Equity Partners and strategic credit and financing partner focused on the enterprise softwa

245、re,data,and technology markets.The investment has been used strategically to support Demandbases next wave of platform innovation.Demandbase helps B2B companies hit their revenue goals by using the power of AI to identify and engage the accounts and buying groups most likely to purchase.Demandbase c

246、ombines sales and marketing data with its validated B2B data and AI to create Account Intelligence that informs every step of the buyers journey.Product overview The Demandbase One go-to-market platform includes ABM/ABX(Account-Based Marketing/Account-Based Experience),advertising,sales intelligence

247、 and data.Use cases New account acquisition:Integration of first-party data from MAP,CRM,email and calendar invites with third-party data such as site visits,intent signals and company information.Providing a unified view of an account for marketing and sales alignment.Offering insights in one place

248、 to take action on accounts.Identifying and forecasting new account opportunities.Tailoring engagement to the journey stage of the account.Maximizing revenue growth through strategic account alignment.Account retention and expansion:Enabling sales and customer success teams to optimize account engag

249、ement,retention,and loyalty.Setting up reports to highlight top or low engaged accounts for prioritized outreach and nurture efforts.Using intent signals to review account health and activity levels,especially regarding competitive keywords.Understanding customer interest in additional products base

250、d on intent data.Adjusting marketing campaigns and messaging based on intent keywords to enhance engagement and loyalty.Data Demandbase employs a variety of data sources and technologies to provide account intelligence.Data triangulation and validation utilizes over 40,000 sources to gather data,whi

251、ch is then triangulated and validated for accuracy.The platform applies machine learning and artificial intelligence to ensure exceptional accuracy in data handling.Demandbase680 Folsom St.,#400San Francisco,CA 94107T:415-683-Key customers Not disclosedKey executives Gabe Rogol,Chief Executive Offic

252、erKelly V.Hopping,Chief Marketing OfficerUmberto Milletti,Chief Research and Development OfficerBryan Morris,Chief Financial Officer 2024 Third Door Media is a Trademark of Semrush Inc.29 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketer

253、s Guide Incorporates a degree of human validation to complement machine processes.Combines rich third-party data with customer sales and marketing data.Uses AI to match and cleanse data,providing actionable insights and recommendations.Relies on curated intent data to attribute online behavior to ta

254、rget accounts.Accesses over one trillion monthly intent signals and offers a selection of over 550,000 defined keywords.Introduced stand-alone intent as a new feature.Provides support for 133 languages,including multibyte support for non-Latin characters.Employs NLP to minimize false positives and e

255、nhance the accuracy of intent data.Account identification and prioritization Demandbase integrates various data types and employs AI for insights on accounts,offering the following third-party data and predictive scoring capabilities:Accurate account identification:Provides details on who is visitin

256、g a brands website,what they are looking at,and when they are active,enabling personalized marketing and sales approaches.Company information:Offers information on more than 92 million companies,aiding customers in identifying accounts similar to their best customers.B2B contact data:Contains data f

257、or over 150 million AI-curated contacts across 195 countries,including 87 million validated email addresses and 44 million mobile numbers.Intent data:Provides robust intent data with a vocabulary of over 550,000 keywords to target accounts showing buying signals.Technographics:Delivers insights into

258、 the technologies a target account currently uses and what they may purchase next.Pipeline predict score:Predicts which accounts are likely to become opportunities in the next 30 days.Qualification score:Assesses the likelihood of an account becoming a customer based on similarity to an ideal custom

259、er profile(ICP).Artificial intelligence and machine learningDemandbase One incorporates AI and ML into its platform with the following functionalities:Sophisticated account identification:Utilizes AI and ML developed over a decade with model training based on hundreds of billions of data signals.Int

260、ent data analysis:Employs NLP to reduce false positives and enhance the accuracy of intent data.Data matching and cleansing:Combines third-party data with customer sales and marketing data,using AI to match and cleanse this information.Data triangulation and validation:Uses AI and ML to multi-source

261、,triangulate,and validate information on over 92M companies,continuously improving data quality and model precision.AI-curated contacts:Offers a database of over 150 million AI-curated contacts,including 87 million validated email addresses and 44 million mobile numbers,assisting customers in creati

262、ng relevant and timely messages.Analytics and reporting Advertising dashboards report on the performance of advertising investments,including metrics like impressions and click-through rate(CTR).Displays metrics relevant to account-based marketing,such as account engagement,lift,and progress of acco

263、unts through the buying journey.Pre-funnel metrics reporting provides early indicators contributing to marketing initiatives revenue generation.Journey analytics offers insights into the pathway from lead acquisition to revenue.Program impact reporting focuses on metrics contributing to pipeline and

264、 revenue,looking at short-term goals and long-term ROI.Customizable dashboards allow Demandbase680 Folsom St.,#400San Francisco,CA 94107T:415-683- 2024 Third Door Media is a Trademark of Semrush Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing To

265、ols:A Marketers Guideadministrators to personalize views based on roles and preferences.Report customization enables the creation of reports with selectors,specific date ranges,segmentation filters,and comparison analysis.Report subscriptions allow reports to be subscribed to and distributed via ema

266、il or Slack.Site analytics provides data on website visits and the accounts visiting the website.The intent engagement page shows information on accounts with trending intent and trending keywords.Collaboration and workflow management Workspaces allow customers to assign data to specific business un

267、its within a single Demandbase tenant,creating account partitions that keep data and activities separate.Data separation helps sales and marketing teams by only showing data relevant to specific business units,saving time,reducing confusion,and enhancing security.Execution of GTM strategies enables

268、different teams to implement Go-To-Market(GTM)strategies for their business units without affecting others.Role-based views allow single users to operate within their Workspaces,while administrators and managers can view a global,rolled-up perspective to manage across business units.Communication hi

269、story provides a unified view of communication between teams and each account,facilitating collaboration.People highlights allow sales and marketing teams to observe how individuals at an account are interacting with their programs.Third-party integrations CRM systems:Integrates with Salesforce,Micr

270、osoft Dynamics 365,and HubSpot.Sales Engagement Platforms:Offers a new native integration with Outreach,with plans to include additional sales engagement platforms in the future.Martech and salestech ecosystem:Has a robust ecosystem of integrations,including marketing automation,covering a broad ran

271、ge of marketing technology and sales technology tools.Pricing and support Demandbase requires customers to commit to an annual contract.Offers a free trial or other testing pre-purchase.Demandbase One includes unlimited actual application users,fully integrated advertising,and sales intelligence.Adv

272、ertising Media(Optional):CPM pricing is industry-standard,potentially higher than competition due to bid strategy and premium inventory.Additional Sales Intelligence Seats(Optional):Industry-standard pricing,with user seats included in Demandbase One.Additional Demandbase Data(Optional):Offers the f

273、lexibility to purchase data records directly for integration into existing systems,with per-record pricing based on actual need.Standard professional services include implementation,with a dedicated Implementation Services team.The customer success team provides guidance on best practices and adopti

274、on,regular cadence calls,sharing best practices,and strategic guidance for product adoption and value.Customer support is available during normal business hours(1 a.m.to 6 p.m.Pacific Time,Monday through Friday)via a dedicated customer support portal.Success Center access provides over 500 how-to gu

275、ides and technical articles.Also available are online education and training resources,including documentation,how-to guides,video tutorials,1:1 training,1:many training,Demandbase Academy,ABM Certification courses and office hours for dedicated topics.The Demandbase Customer Community is available

276、for customer interactions,exclusive events,user groups and challenges with redeemable points.Demandbase680 Folsom St.,#400San Francisco,CA 94107T:415-683- 2024 Third Door Media is a Trademark of Semrush Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Mark

277、eting Tools:A Marketers GuideDun&Bradstreet5335 Gate ParkwayJacksonville,FL Key customers CeridianGEGordon Food ServicesMotion IndustriesRockwell AutomationXylemKey executives Anthony Jabbour,Chief Executive Officer Ginny Gomez,President,North AmericaMike Manos,Chief Technology OfficerGary Kotovets,

278、Chief Data and Analytics Officer Target 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 firm,in January 2021,expanding its presence in Central and Easter

279、n 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 provided clients with business decisioning insight through data,ana

280、lytics,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 experiences across channels.Powered by its CDP,D&B Rev.Up ABX cons

281、olidates 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 first-party data and enrich it with third-party data from the Dun&Bra

282、dstreet 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 using intent and AI-driven insights and engage with them in a coor

283、dinated 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:Users can access marketing and sales activity in one single place

284、 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 performing and optimize ROI.2024 Third Door Media is a Trademark of Se

285、mrush Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideData Dun&Bradstreet de-anonymizes website visitor traffic by matching the incoming IP address and browser cookies to the offline dataset in the D&B Data Cloud,which con

286、sists 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 their first-party data or any third-party data from th

287、e 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,Amazon S3 and Folloze.Pricing and support No annual co

288、ntract 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 services are included for all customers and include inte

289、gration support,data management assistance,model building,and more.Campaign management and optimization services are available.Dun&Bradstreet5335 Gate ParkwayJacksonville,FL 2024 Third Door Media is a Trademark of Semrush Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise

290、 Account-Based Marketing Tools: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 Founded in 2013.60 employees.Folloze re

291、ceived$13M in series A1 funding in 2021.Folloze bills itself as the creator of the worlds first and only no-code B2B Buyer Experience Platform(BX 3.0).The platform is used by B2B marketing,sales,and revenue teams to build highly engaging,data-driven,personalized content destinations across the entir

292、e B2B buyer journey to drive deeper account engagement and revenue growth.Headquartered in San Mateo,CA,with additional offices in Denver and Israel.Product overview Follozes B2B Buyer Experience Platform is a no-code solution tailored for B2B marketing,sales,and revenue teams.It provides a suite of

293、 design tools and data insights,facilitating the creation of content-rich,relevant experiences that foster a connected buyer journey.The ultimate goal of these capabilities is to drive deeper account engagement and stimulate revenue growth.The platform incorporates a set of generative AI tools and f

294、irst-party behavioral analytics.These features empower marketers to scale account-based marketing strategies effectively.Follozes platform supports personalized Account-Based Experience(ABX),which can be one-to-one or one-to-many personalized campaigns.These campaigns are designed to engage the buye

295、r at any stage of their buying journey.Use cases Customers use the platform to create a connected experience across any use case along the buyer journey,ABM and demand generation.This includes landing pages,microsites,sales development campaigns,website personalization,virtual events,sales deal room

296、s,customer onboarding,partner co-marketing,upsell/x-sell campaigns,and more to enhance marketing and sales effectiveness.Follozes AI-powered platform integrates and augments standard martech stacks connecting marketing automation like Marketo and Eloqua,Salesforce,Hubspot,6sense and Demandbase,and p

297、rospecting tools like Outreach into a single platform.Folloze offers an experience builder,content management,video streaming,blogging,personalization,sales campaigning and first-party behavioral analytics in addition to leveraging the data and capabilities of the existing martech stack.Data The Fol

298、loze B2B Buyer Experience Platform offers automated identity matching capabilities across leading marketing automation providers including Marketo and Eloqua,that incorporate first-party behavioral data with known and unknown identity insights to get a rich picture of an individual buyer and their n

299、eeds and making anonymous visitors known more quickly.The identity engine offers a comprehensive progressive identity concept that continuously learns from various sources about the identity of visitors,combining IP Folloze1825 S Grant St.,Suite 425San Mateo,CA 94402T:650-257-Key customersAutodeskCi

300、scoGoogle CloudT-MobileOracleServiceNowKey executivesEtai Beck,Chief Executive OfficerDavid Brutman,Chief Product OfficerMary Gilbert,Chief Marketing Officer 2024 Third Door Media is a Trademark of Semrush Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based M

301、arketing Tools:A Marketers Guideand cookie heuristics,cookie matching with marketing automation,inbound conversion on Folloze and outbound tokenized emails.Account identification and prioritization Offers behavioral intelligence,measuring detailed engagement metrics from every touchpoint(i.e.,time s

302、pent by asset,location,device)by individual and rolled up to account level,allowing sales to track activity and prioritize accounts accordingly.Real-time data orchestration sorts and organizes in real time which accounts and individuals are engaged in which activities and delivers the insights to ma

303、rketing and sales teams over dashboards,alerts and via third-party data systems.Artificial intelligence and machine learning AI tracks behavioral data and personalizes existing and/or new content and experiences.Folloze GeneratorAI is a content engine that enables marketers to accelerate the GTM pro

304、cess by creating targeted and personalized campaign experiences at scale.The Folloze AI feature provides insights into buyer behavior where teams can see exactly what buyers are looking at,clicking on,how long theyre doing it for,etc.It automatically tags content and provides intelligent content rec

305、ommendations based on real-time engagement.Analytics and reporting Through a variety of collaboration features,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 ma

306、rketing teams can understand account topics of interest,measure the impact and ROI of ABM programs and inform campaign strategy and next best actions.Collaboration and workflow management Folloze enables close collaboration between marketing and sales teams within the platform.Marketers can create B

307、oards(microsites)for any use case along the customer journey and as the content,brand and messaging experts ensure the customer receives an optimal experience.Sales teams can then leverage their relationships with prospects and customers to deliver these experiences at the optimal time for the goal

308、theyre trying to achieve.Third-party integrations Provides a variety of collaborative integration options,both out of the box with Outreach,Marketo,Eloqua,Salesforce,Hubspot,MS Dynamics,Gmail,Office 365,Demandbase,6sense and Dun&Bradstreet,as well as API-based integration.Offers a data warehouse tha

309、t allows connectivity and data sync from any system.Offers a Content API to sync content to Folloze.Pricing and support Folloze requires customers to commit to an annual contract and offers a free trial for potential customers,providing an opportunity for pre-purchase testing.Package pricing starts

310、at$49K annually.Licenses are distributed based on user types:Creators who are responsible for creating and managing experiences,and Collaborators,who are primarily involved in campaign distribution and have access to engagement analytics.A standard implementation fee is charged for the initial setup

311、 of each customer instance.Folloze1825 S Grant St.,Suite 425San Mateo,CA 94402T:650-257- 2024 Third Door Media is a Trademark of Semrush Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers Guide Every customer is eligible for a nam

312、ed Customer Success Manager and standard support at no extra charge.For additional services,customers can purchase a premium success package,which includes an additional Customer Success Manager,technical and support engagement.The software also offers service packages for purchase to support progra

313、m strategy,organizational optimization,and campaign execution.Folloze1825 S Grant St.,Suite 425San Mateo,CA 94402T:650-257- 2024 Third Door Media is a Trademark of Semrush Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideTa

314、rget customer All company sizes,including SMB,mid-market and enterprise,across all verticals.Company overview Founded in 2000.200 employees.In 2021,Expandi integrated UK-based adtech and martech company AccountInsight into the group.In 2022,Expandi purchased several assets of the B2B intent-insight

315、data platform Cyance.In 2023,Expandi purchased the B2B account-based marketing(ABM)platform Jabmo and all its marketing assets.Expandi Group is an adtech,martech and marketing services company established in 2000 by former HP managers anticipating trends and bringing new ways of thinking around ROI

316、marketing to the IT industry.The companys offerings are divided into marketing technology platforms(intent data platform,account-based marketing platform,account-based advertising platform),B2B data solutions and B2B marketing services.Product overview The new Expandi Jabmo ABM platform enables mark

317、eters to identify and select their priority accounts in a single place using the companys proprietary purchase intent insights.Users can then plan and execute omnichannel digital marketing campaigns,set sales alerts and analyze results.The platform is fully integrated with the company marketing tech

318、nology stack:a multi-language intent data platform,the companys B2B company database,an email automation tool and a digital advertising platform.Use cases Identification and prioritization of ready-to-buy accounts:The platform allows users to identify,select,and prioritize accounts that are ready to

319、 buy.This is achieved using multi-language buying intent signals and the audience builder tool.Driving awareness and engagement with key accounts:Users can accelerate sales of strategic products and solutions with their most valuable accounts by running hyper-targeted campaigns using highly personal

320、ized messages.Data Account scoring is determined by the responses from accounts or individuals to all omnichannel marketing campaigns.These campaigns can be managed directly by Expandi,the customer or third-party agencies.The campaigns can encompass a variety of methods including email marketing,dig

321、ital advertising,social media,webinars and events,telemarketing,as well as first-party intent data and third-party data.Account identification and prioritization In the Expandi Jabmo platform,users have several methods to create highly targeted lists of accounts.They can utilize both first-and third

322、-party intent data and the account scoring derived from the execution of omnichannel marketing campaigns.Jabmo,an Expandi Group brand38 Craven StreetLondon,WC2N 5NGT:(440)203-Key customers HP Inc.AWSAMDKey executivesRaffaele Apostoliti,Chief Executive Officer Olivia Celli,Chief Operating Officer 202

323、4 Third Door Media is a Trademark of Semrush Inc.37 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideAnalytics and reporting The Expandi Jabmo platform offers a con-solidated view of omni-channel marketing reports.It integrates di

324、rectly with the com-panys email marketing,digital advertising,telemarketing,LinkedIn and intent plat-forms.Additionally,it allows the integra-tion of reports from third-party tools such as emailing,social media,telemarketing,and more.Typical reports provided by the platform include:Account view by t

325、argeted,reached,and engaged accounts.Reports by leads generated,distinguishing between Marketing Qualified Leads(MQL)and Sales Qualified Leads(SQL).Report views segmented by country,region,employee size,industry and other parameters.Third-party integrations The Expandi Jabmo platform is directly int

326、egrated with Expandis intent,digital advertising,email marketing,and telemarketing platforms.It also integrates with LinkedIn via API.If necessary,the platform can be integrated with other tools,such as Customer Relationship Management(CRM)systems and email tools.Pricing and support Requires custome

327、rs to commit to an annual contract.Offers a free trial or testing pre-purchase.A pilot project can be set up for a minimum of 6 months.The scalable platform allows components to be mixed and matched depending on the desired use cases.The base components included in all licenses are the web tracker f

328、or collecting and analyzing first-party intent data,the audience builder,account-based reporting and LinkedIn integration.Any additional features or add-ons selected on top of the standard subscription packages are priced separately.These add-ons include B2B company data(firmographics-technographics

329、),third-party intent data,digital advertising,email and web personalization.Customer support services,a customer success manager,and on-demand training are included with every contract at no extra charge.Strategic advisory services,project management,and personalized training services are available

330、as add-on services.Expandi can provide these services and also has agency partners available to provide additional creative,strategic and managed services.Jabmo,an Expandi Group brand38 Craven StreetLondon,WC2N 5NGT:(440)203- 2024 Third Door Media is a Trademark of Semrush Inc.38 https:/martech.orgV

331、ENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Account-Based Marketing Tools:A Marketers GuideTarget customer Mid-market and enterprise companies in verticals such as software,IT,AI,data and analytics and financial services.The company covers Western Europe,North America,Australia and New Zeal

332、and.Company overview Founded in 2015.65 employees.VenTech fund invested$4 million into N.Rich in 2020.N.Rich is a European ABM Platform that provides account-based advertising and intent data capabilities to companies looking to target enterprise buyers.The company headquarters is in the land of Nor

333、thern Lights,Finland,and its distributed international team serves customers across the globe.Product overview N.Richs platform is used by customers to discover and engage with enterprise buyers over extended sales cycles.The platform integrates intent data,predictive analytics and robust advertising capabilities,positioning itself as a comprehensive solution for modern B2B teams.These range from