ABM adoption in B2B companies shot up by 100% in 2016 over 2015, as per a survey. The Partner Program is likely to accelerate the adoption rate in 2017
At a time when things are heating up for Account-Based Marketing (ABM) due to its high ROI, Demandbase – the leader in ABM launched a Partner Program to provide education and sales support to partners so that their clients can implement ABM strategies and solutions effectively.
“In today’s B2B marketing environment, the ABM category is growing rapidly, technology innovations are expanding and service providers are proliferating,” says Kent Ragen, Vice President – Channel Sales and Alliances at Demandbase.
ABM has delivered the highest ROI of any B2B marketing strategy or tactic, as per the 2014 ITSMA Account-Based Marketing Survey. B2B companies have taken note, which is why ABM adoption has gained momentum in the past two years.
41 % of B2B companies have a full ABM program in place against 20% in 2015, a 100% jump in ABM adoption rates, as per 2016 ABM survey by SiruisDecisions- a marketing intelligence provider.
ABM involves personalizing your communications to specifically targeted accounts so that it connects with the target audiences. This allows marketers to focus their resources efficiently and optimize campaigns.
“Companies need ABM technologies that complement one another and service providers that have a deep understanding of how to optimize them. Demandbase is excited to create a partner ecosystem that supports the needs of companies adopting ABM.“- Kent Ragen
What now complements the Demandbase ABM platform is the Partner Program that provides its B2B clients with access to certifications in ABM and the Demandbase platform, sales support, joint marketing, a Partner Portal, thought leadership and product innovations.
Why Enterprise leaders opt for Demandbase ABM Solution?
Enterprise leaders like Oracle Marketing Cloud, Salesforce, Optimizely, Ogilvy CommonHealth Worldwide and Omnicom communications agency Doremus, are leveraging Demandbase ABM solution to accelerate their marketing and sales performance.
Angelo Campano, Director of Customer Experience at Ogilvy CommonHealth Worldwide, states how Demandbase ABM technology integrates well with the complex CRM systems of its clients to convert data into marketing strategies.
“Our clients use complex systems for their customer relationship management, be that for Account-Based Marketing, sales or EHR marketing. They require the best technology to convert their data into authoritative marketing strategy,” Campano informs. “While our marketing practices are typically organized by industry and product, Demandbase’s ABM solutions pair with OCHWW’s digital strategy to elevate our clients on an individual level. Our strategic partnership ensures that our clients hit their target audience and have access to the best ABM technology available today.”
Demandbase’s data, artificial intelligence, and leading ABM platform are considered a game changer for healthcare marketers.
Oracle Marketing Cloud joined forces with Demandbase last year to integrate Account-Based Marketing Automation into its platform for assisting its customers in reaching target accounts and accelerating revenue. Laura Ipsen, SVP, and GM, Oracle Marketing Cloud, informs, “By collaborating with Demandbase, we are delivering the best technology and tools to our customers. The result is an end-to-end platform that enables B2B marketers to leverage their existing technology investments in Oracle Eloqua and other solutions to perform world-class ABM.”
Demandbase ABM consolidates its leadership position
Demandbase has been introducing ABM solutions to the market since 2011 and the Partner Program further establishes Demandbase as the leader in ABM. It has a patented IP targeting technology.
Two game-changing acquisitions that further extended its data leadership in ABM is that of Whotoo and Spiderbook in 2015 and 2016, respectively. Whotoo, a data intelligence company, lets marketers know their users across the digital platforms. With the buyout, Demandbase got access to WhoToo’s 250M audience profiles, 1.5 billion targetable attributes that when combined with its patented IP targeting technology created unmatched Account-Based Marketing data.
Spiderbook uses machine learning to automate the identification of companies, discover new accounts displaying intent, and find the most relevant buyers within target accounts. Sales teams can then easily choose relevant information to create personalized emails. With its acquisition, Demandbase became the first end to end ABM platform to identify high-value accounts and deliver scalable insights. It raised $93 million from 10 investors since its inception in 2007. The company was named a Gartner Cool Vendor for Tech Go-To-Market in 2016.
