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Jim Ortbals Joins Zerto from VMware to Ignite CSP Growth

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Jim Ortbals Joins Zerto from VMware to Ignite CSP Growth

As Vice President of Worldwide Channel and Cloud Sales, Ortbals is tasked with accelerating Zerto’s channel and service provider go to market program

Zerto, an industry leader for IT resilience, announced that former VMware and Cisco channel executive, Jim Ortbals, has joined Zerto as Vice President of Worldwide Channel and Cloud Sales. The role will focus on maximizing the tremendous growth Zerto has seen with its Cloud Service Provider (CSP) and Channel Partner ecosystems by unifying Zerto’s channel and cloud teams under the same leadership, creating a single, converged partner strategy.

Since introducing the cloud service provider model in late 2012, Zerto has grown its cloud partner ecosystem to over 350 providers. Ortbals joins Zerto to build on this momentum in a way that enables more hybrid partnership opportunities between Zerto’s traditional channel team, consisting of over 1,800 VARs and Systems Integrators, and the CSP teams.

Read More: Tony Lucia Named Chief Technology Officer at IAS

“As the CSP industry continues to see tremendous growth, given the nature of today’s cloud-focused IT landscape, traditional channel partners are looking for ways to ride the wave,” Ortbals said. “Channel and CSP partnerships are starting to form and traditional lines are beginning to blur. Zerto, as a primarily channel-focused business with more than 2,200 channel, CSP and technology partners, is right at the intersection of it all, and I’m thrilled to be here at this exciting time for the company. Our new converged partner organization will help facilitate the types of hybrid conversations that will provide benefits and growth opportunities for all parties involved.”

Ortbals is a seasoned channel leader with nearly 20 years of experience in the technology industry, including nearly ten years combined in the channel organizations at VMware and Cisco. His expertise is building and developing world-class channel teams and partner ecosystems. Prior to Zerto, Ortbals served in channel leadership roles at VMware, preceded by running global sales at VOSS Solutions, and in sales leadership roles at Allot Communications and Cisco. A Miami University graduate, Ortbals enjoys being engaged in coaching youth sports with his kids in the Kansas City area outside of work.

Read More: SalesTech Interview With Anthony J. Cresci, VP Business Development And Operations, Theta Lake

Supporting Quotes

Ziv Kedem, CEO, Zerto

“Jim’s experience is exactly what we need to leverage our current, unique position with channel and CSP partners,” said Ziv Kedem, CEO, Zerto. “His many years as a partner sales leader at some of the world’s top IT companies will benefit us greatly as we build on the success we’ve seen with our growing number of CSP partnerships. Jim will help our existing channel partners and CSPs form strong partnerships that will drive innovation and adoption of IT resilience solutions for customers.”

Read More: In-App Advertising Fraud: The Biggest Threats to Advertisers

Darrin Nelson, Vice President of software solution sales, Sirius

“Cloud continues to be a solution focus area for Sirius due to the demand from our clients, and we are proud to partner with Zerto to help our clients accelerate and optimize their IT transformation and modernization efforts across all lines of their business,” said Darrin Nelson, Vice President of software solution sales for Sirius. “Jim is a great addition to the Zerto team, and we look forward to continuing to grow our relationship with Zerto, as it is a key component of our Cloud-Go! offering which enables clients to easily identify workloads that will thrive in the cloud, and accelerates the movement of those workloads to the cloud.”

Read More: Kinetica Launches Industry-First Active Analytics Platform

Behavox Announces Google Cloud Partnership

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Behavox Announces Google Cloud Partnership

Behavox Joins Both The Google Cloud Platform And Google For Education Partner Program As A Google Cloud Partner

Behavox, a pioneering artificial intelligence data analytics firm, announced that it has officially been named as a Google Cloud Partner (“GCP”). With this new partnership, Behavox will be able to combine its strength as a leading AI provider in financial services, along with the abundance of benefits that a partnership with Google Cloud has to offer. Google Cloud is one of the largest, fastest and most secure private networks in the world.

“It is undeniable that this partnership will further reinforce Behavox’s credibility and accelerate development,” said Erkin Adylov, Behavox’s Founder and Chief Executive Officer. “Our technical team now has access to a preferred network of experts from Google to support all Behavox systems, as we continue to transform behavior on Wall Street and beyond.”

Read More: PebblePost Doubles Down on Programmatic Direct Mail Growth with New Executive Appointments

Google Cloud works with some of the most trusted, inventive partners to help enterprises innovate faster, scale smarter, and stay secure. Google’s platform allows its partners to build on products to develop innovative solutions, creating new opportunities for our clients and expanding what’s possible in the cloud.

Behavox recently announced the launch of Behavox SaaS, its newest deployment: a fully-managed service, which provides customers with rapid deployment, lower costs and advanced functionality on the impressive GCP infrastructure.

Read More SalesTech Interview With Ryan MacInnis, Director of Marketing at Notarize

Earlier this Fall, Behavox also received the prestigious designation of Financial Services Competency for Risk Management from Amazon Web Services (“AWS”). The AWS Financial Services Partner Competency Program identifies technology partners with deep industry experience and expertise, who have demonstrated technical proficiency and proven customer success with readily implemented solutions that align with AWS architectural best practices, and have staff with AWS-certifications.

Read More: Tony Lucia Named Chief Technology Officer at IAS

Behavox is building the first behavioral operating system with an eventual focus extending well past compliance into areas like productivity, culture, and revenue generation.

EBSCO Industries Inc. Chooses Rimini Street for Salesforce Application Management Services

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EBSCO Industries Inc. Chooses Rimini Street for Salesforce Application Management Services

Company already leveraging Rimini Street support for SAP products, expands support services scope to include Salesforce products

Rimini Street, Inc., a global provider of enterprise software products and services, the leading third-party support provider for Oracle and SAP software products and a Salesforce partner, announced that EBSCO Industries, a global holding company with more than 26 business units around the world, has chosen Rimini Street Application Management Services (AMS) for Salesforce to maximize the value and ROI of their Salesforce investment. EBSCO has been successfully leveraging Rimini Street support for its SAP system since 2015, and has now expanded their Rimini Street support service scope to include its Salesforce system.

EBSCO Leverages Rimini Street AMS for Salesforce

Many of EBSCO’s business units use Salesforce to help grow their business, and they want to maximize the effectiveness of their Salesforce investment. EBSCO selected Rimini Street’s AMS for Salesforce for the same high quality support, ultra-responsive service, creative problem solving and support for customizations that they were already enjoying with their Rimini Street support for SAP.

“Our company is made up of numerous business divisions that operate independently of each other, but we were looking to optimize our systems and where possible offer leveraged shared services either at a better cost, speed or quality than any business unit can provide individually. When we heard that Rimini Street could provide its premium-level service for our Salesforce system, in addition to the high quality support they already provide for our mission-critical SAP system, we were excited by the opportunity to unify our service,” said Bryan Bee, vice president, Enterprise IT Systems, EBSCO. “When we first switched to Rimini Street in 2015, our goal was to enable EBSCO’s businesses to optimize their profit position while making IT ‘easy’ with demonstrative value. Rimini Street has helped us deliver on this goal, providing an ultra-responsive support model that allows us to maximize the investments in our SAP platform – all at half the previous cost. Leveraging Rimini Street’s Application Management Services for Salesforce was a logical next step.”

 Read More: SalesTech Interview with Brandon Atkinson, Chief Operating Officer at Monetate

Rimini Street Services for Salesforce Drive More Savings, Value and ROI

Rimini Street Application Management Services for Salesforce is a “one stop shop” encompassing proactive services to keep the Salesforce system operating smoothly, break-fix assistance as needed, and an unlimited quantity of administrative and development tasks that can be selected from a catalog of more than 100 pre-defined services (such as adding a field, dashboard, report, workflow, trigger, etc.). The extensive catalog of services helps clients eliminate their feature request backlog and proactively leverage new features in their Salesforce environment at significant savings.

All clients receive Rimini Street’s ultra-responsive, award-winning support 24x7x365 with a 15-minute guaranteed response time for critical issues, providing clients peace of mind that Salesforce will continually meet their user community needs. In addition, clients are assigned a seasoned Primary Service Engineer (PSE), who is backed by a team of technical experts.

Read More: Kochava Collective Provides Audience Insights and Data Enrichment at Scale

“EBSCO was in a similar position to many companies who are making significant investments in Salesforce products. Once the products have been implemented, it is challenging to fine-tune the application and drive user adoption and consumption that is so critical to success,” said Seth A. Ravin, CEO, Rimini Street. “With our comprehensive scope of application management services for Salesforce Sales Cloud and Service Cloud products, we enable our clients to save significant costs and maximize the value and ROI of the software. Consistent with all Rimini Street services, our focus is helping clients optimize IT spend, drive innovation and achieve competitive advantage and growth.”

Read More: PebblePost Doubles Down on Programmatic Direct Mail Growth with New Executive Appointments

Salesforce, Service Cloud, Sales Cloud and others are trademarks of salesforce.com, inc.

Chorus.AI Named Finalist in 2019 AI Excellence Awards

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Chorus.AI Named Finalist in 2019 AI Excellence Awards

The Business Intelligence Group announced that Chorus.ai, the number one conversation intelligence platform for high-growth sales teams, was named as a finalist in its Artificial Intelligence Excellence Awards program.

Chorus was recognized for transforming the sales technology space through Artificial Intelligence advancements utilized in its Smart Themes and Smart Playlists. This sophisticated technology applies unsupervised learning to proactively identify patterns within conversations, which it then automatically organizes into themes and playlists of relevant calls.

“We are thrilled to have our team’s work recognized by the Business Intelligence group,” said Roy Raanani, CEO and Co-Founder of Chorus. “While other players in the Conversation Intelligence category use inaccurate and basic keyword matching to find moments in calls, our sophisticated AI was built completely in-house so that the solution learns vertical and customer-specific language, which increases the accuracy and value to customers.”

Read More: SalesTech Interview with Dean Abbott, Co-Founder And Chief Data Scientist at SmarterHQ

Using AI in this application means that Chorus customers do not need to do any implementation or programming to get the benefits of the platform. Chorus’ AI will automatically learn important aspects of a customer’s sales conversations and analyze them against business outcomes. It then surfaces Smart Themes that are common across a sales organization’s conversations and will automatically start highlighting and tracking them across calls.

Read More: AdRoll Launches Video Ads to Global Direct-to-Consumer Customer Base

Smart Playlists are the next step in the process to improve how leaders manage their sales teams. Managers can automatically curate a collection of their most important call moments to train reps. Whether it’s a collection of engaging discovery calls, high risk calls, or a designated place for a team film review, Smart Playlists are a powerful tool for reps, managers, and enablement leaders to drive higher performance.

 Read More: SalesTech Interview with Brandon Atkinson, Chief Operating Officer at Monetate

“We are so proud to name Chorus.ai as a finalist in our inaugural Artificial Intelligence Excellence Awards program,” said Maria Jimenez, chief nominations officer for Business Intelligence Group. “It was clear to our judges that Chorus.ai is using AI to improve the lives of their customers and employees and wanted to make sure the world knew of their accomplishments. Congratulations!”

SOURCE Chorus.ai

SaaS Provider Jedox Invests in Customer Satisfaction and Partner Focus

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SaaS Provider Jedox Invests in Customer Satisfaction and Partner Focus

Dr. Christoph Streng responsible for customer satisfaction and success as Chief Customer Officer

Jedox, provider of cloud-based corporate performance management software, strengthens its leadership at the executive level and creates an area dedicated to customer satisfaction and success. As Chief Customer Officer, Dr. Christoph Streng will be responsible for the future needs of the company’s customers, partners, and ecosystem in the context of its rapidly growing cloud and SaaS business. With this investment, the internationally operating software provider demonstrates how important the successful value-added process of its partners, customers, and long-term business relationships are to it.

With 20 years of experience in software solutions, various management positions in the IT industry and IT consulting, Christoph Streng brings with him the ideal combination of customer, cloud, and digitization expertise. As CCO, he will be responsible for the Customer Success, Center of Excellence, and Consulting departments from March 11, 2019, ensuring value creation for customers and customer value through cloud solutions, and proactively supporting Jedox in its further development of global pre and after-sales services and business excellence solutions.

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Christoph Streng is looking forward to the new task: “The successful use of digital solutions is essential for forward-looking companies. My new area of responsibility at Jedox focuses precisely on this success factor: Through business excellence, we make our customers more agile, more precise, and achieve success even faster. Jedox’s broad customer base is also the foundation for further growth. I look forward to developing Jedox’s future with the whole team – for our customers.”

Read More: Kinetica Launches Industry-First Active Analytics Platform

“With Dr. Christoph Streng, we were able to win an outstanding head of the industry; he complements the existing management team superbly with his expertise in digitization and cloud business,” says Florian Winterstein, CEO of Jedox. “The newly founded division is a clear signal which shows commitment to our customers and partners, in addition to being a milestone for our global cloud growth.”

Read More: SalesTech Interview with Dean Abbott, Co-Founder And Chief Data Scientist at SmarterHQ

SOURCE Jedox AG

Invoca’s Signal AI Solution Wins 2019 AI Excellence Award

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Invoca’s Signal AI Solution Wins 2019 AI Excellence Award

Signal AI honored for excellence in artificial intelligence technology that helps businesses access valuable data from inbound phone calls to optimize marketing and increase revenue

Invoca, an AI-powered call tracking and analytics company, today announced that it won a 2019 Artificial Intelligence Excellence Award from Business Intelligence Group. Invoca earned the award for its Signal AI technology, which identifies speech and language patterns from phone conversations to automatically predict outcomes that are important to marketers––like whether a purchase was made, an appointment was set, or a quote was requested.

Inbound calls to businesses are critical to driving sales in industries like insurance, banking, and healthcare, where purchase decisions are complex, expensive, or otherwise stressful. Marketing teams within these industries have a strong interest in understanding what’s happening on inbound calls so they can more effectively and efficiently run their marketing programs. With Signal AI, which has analyzed 11 million calls to date, marketers can extract real-time conversational insights from their inbound calls, such as understanding buying intent. Utilizing Invoca’s integrations, marketers can automatically push this data into the platforms they use every day—Salesforce, Google Ads, Adobe Analytics, or other marketing technology platforms—to optimize digital campaigns, personalize the overall customer experience, and drive more revenue.

Read More: Tony Lucia Named Chief Technology Officer at IAS

“We launched Signal AI eighteen months ago and we are incredibly pleased by the results our customers are experiencing,” said Nathan Ziv, VP of product management at Invoca. “This, coupled with the continued industry recognition we’re receiving, is very exciting and we’re hard at work innovating and building new ways for marketers to unlock more value from Signal AI.”

Read More: SalesTech Interview With Anthony J. Cresci, VP Business Development And Operations, Theta Lake

This is the fourth award given to Invoca specifically for Signal AI over the past year, including recognition from CB Insights, AI Breakthrough, and Speech Technology Magazine. Signal AI was also instrumental in earning Invoca a place as a Strong Performer in The Forrester New Wave™: AI-Fueled Speech Analytics Providers, Q2, 2018, with the researchers finding that “Invoca is advancing state-of-the-art call classification.”

Read More: In-App Advertising Fraud: The Biggest Threats to Advertisers

SOURCE Invoca

Leading Media Companies, Smart TV Maker VIZIO Come Together for “Project OAR” – a Consortium Dedicated to Establishing an Addressable Advertising Standard

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Leading Media Companies, Smart TV Maker VIZIO Come Together for “Project OAR” – a Consortium Dedicated to Establishing an Addressable Advertising Standard

Companies at Launch Include Disney’s Media Networks, Turner, Xandr, Comcast’s FreeWheel and NBCUniversal, CBS, Discovery, Hearst Television, AMC Networks, VIZIO and Inscape

America’s top media and technology companies, in collaboration with U.S. smart TV company VIZIO, announced the formation of a consortium dedicated to the development and deployment of a new, open standard for addressable advertising on connected TVs. The effort will open up a direct dynamic ad- management pathway between content owners and TV devices.

Dubbed “Project OAR” for Open Addressable Ready, the consortium is working to define technical standards for TV programmers and platforms to deliver more relevant advertising experiences within linear and on-demand formats on smart TVs.

Read More SalesTech Interview With Ryan MacInnis, Director of Marketing at Notarize

Project OAR allows ad-inventory owners, whether programmers or distributors, the technical means to better monetize every TV impression through segment-based audience targets and addressable insertion.

“TV programmers reach a massive and passionate audience, but have lacked the precision targeting of digital,” said Mike Dean, Senior Vice President, Advanced Advertising and Automation at CBS. “Through OAR, CBS will combine relevance with our reach to deliver a better experience to our viewers and better ROI for our advertisers.”

With OAR, media companies can deliver ads that are relevant to the household and, more importantly, improve the linear viewing experience for consumers. “We all recognize the most important goal of this initiative is to drastically enhance the TV experience for people at home,” said VIZIO Founder and Chief Executive Officer, William Wang.

Read More: Tony Lucia Named Chief Technology Officer at IAS

The consortium has the initial pledge from VIZIO that once the standard is developed it can be deployed on its opt-in footprint of connected TVs, though the protocol will be open and designed to enable any internet-connected TV maker and connected-device company to leverage it.

“Project OAR complements our strategy around new data-set development supportive of our own company insights,” said Jesse Redniss, EVP of Data Strategy, WarnerMedia and GM of the WarnerMedia Innovation Lab. “It’s important for us to come together as an industry and create connective experiences that matter to fans, and that includes how we use data to inform and broaden spaces like addressable TV.”

With oversight from a committee comprised of representatives from Disney’s Media Networks (ABC, ESPN and Freeform), Comcast’s FreeWheel and NBCUniversal, Discovery, CBS, Xandr, Turner, Hearst Television and AMC Networks, the technology will be developed by Inscape, the TV ACR data company owned by VIZIO.

“Project OAR aligns well with FreeWheel’s objective of supporting the industry to deliver scalable, addressable advertising solutions that will help make television an even more valuable platform for brand marketers. Bringing an addressability standard to Smart TVs nicely complements solutions already available from MVPDs,” said Dave Clark, General Manager of FreeWheel, a Comcast company.

Read More: SalesTech Interview With Anthony J. Cresci, VP Business Development And Operations, Theta Lake

The standard promises to solve a lot of problems at once by delivering enhanced advertising products to brands, making the ad-supply chain more efficient, and giving audiences advertising content they are more likely to watch and enjoy.

The OAR standard will be designed to implement a technologically sound, dynamic ad-delivery system while utilizing industry privacy best practices. “The standard will define the baseline for ad delivery, impression verification and privacy compliance, but networks will have plenty of room to create unique and enriched advertising experiences,” said Jodie McAfee, SVP at Inscape. “We are making this flexible enough to enable interactivity and other bells and whistles that have yet to be imagined.”

Read More: In-App Advertising Fraud: The Biggest Threats to Advertisers

With development now underway, the consortium aims to have a working product to showcase in Spring 2019 with full deployment targeted for early 2020.

SAS announces $1 Billion investment in AI

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SAS announces $1 Billion investment in AI

Commitment includes new advanced AI technologies and solutions & AI Accelerator Program offering skills and support

SAS, driving the future of analytics, is investing $1 billion in AI over the next three years through software innovation, education, expert services and more. The commitment builds on SAS’ already strong foundation in AI which includes advanced analytics, machine learning, deep learning, natural language processing (NLP) and computer vision. Educational programs and expert services will equip business leaders and data scientists for the future of AI, with the technology, skills and support they need to transform their organizations.

“At SAS, we remain dedicated to our customers and their success, and this investment is another example of that commitment,” said SAS CEO Jim Goodnight. “With our innovative capabilities in AI, SAS helps businesses deter damaging fraud, fight deadly disease, better manage risk, provide exemplary service to customers and citizens, and much more.”

The $1 billion investment in AI will focus on three main areas: Research and Development (R&D) innovation where SAS continues to build on the success of its global AI efforts; education initiatives addressing customer needs to better understand and benefit from AI; and expert services to optimize customer return on AI projects.

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R&D Innovation
SAS is investing in R&D innovation in all core areas of AI, with a special focus on making it easy for users with different skill levels to benefit – from business experts to data engineers to data scientists. SAS is embedding AI capabilities into the SAS Platform and solutions for data management, customer intelligence, fraud & security intelligence and risk management, as well as applications for industries including financial services, government, health care, manufacturing and retail.

SAS continues to partner with innovative companies and leading technology providers like Accenture, Cisco, Deloitte, Intel and NVIDIA. This work brings the latest advances and practices in AI and machine learning to customers, and ensures SAS AI technologies perform optimally in customers’ hardware and cloud environments.

SciSports, an innovative Dutch sports-analytics startup, is applying computer vision from SAS to data streaming from soccer, or football, matches. SAS AI technology running on NVIDIA GPUs delivers in-game insights to coaches and managers. By capturing and analyzing this and other data, football clubs can improve many aspects of “the beautiful game,” including in-game strategy, player recruitment and the fan experience.

“The reason SAS tops the revenue list for advanced analytics for the last five years is that SAS solutions are built on a foundation of machine learning and deep knowledge of analytics. These are part of SAS’ DNA,” said Dave Schubmehl, Research Director for Artificial Intelligence at IDC. “Combining SAS’ knowledge and technology with its continued push to innovate in computer vision, NLP and deep learning will drive further adoption of AI across multiple industries. And it will help companies interested in AI – whether early in their AI and analytics life cycle or more mature.”

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Customer Education and Development Initiatives
Customer education and development initiatives such as the new SAS AI Accelerator Program will focus on helping organizations and professionals get AI-ready at any level. SAS will offer:

  • Tailored curricula to help organizations improve their AI skills. This will include e-learning like the SAS Academy for Data Science, and in-person training in AI technologies, best practices and more.
  • Certification programs that help analytics professionals and data scientists earn the valuable credential of SAS Certified Professional in AI and Machine Learning. This will make them even more marketable to companies seeking AI talent.
  • The SAS Analytics Center of Excellence, a group of PhDs and advanced experts in AI, machine learning, NLP, computer vision, optimization, simulation and related data science skills. These SAS experts are dedicated to supporting customer AI implementations – from well-established applications to first-of-a-kind innovation.

Resources and talent are also part of the investment. SAS will augment its AI expertise through additional resources in Professional Services, Centers of Excellence, Education and R&D.

Read More SalesTech Interview With Ryan MacInnis, Director of Marketing at Notarize

AI and Analytics in Action
As the latest addition to the SAS smart campus project, SAS’ newest headquarters building, a 420,000 sq. ft. tower which hosts the new Global Education Center, uses the latest innovations in AI and machine learning to connect performance with business results. The new building features thousands of IoT connected sensors – embedded in chillers, boilers and air handlers – that monitor water and energy use. Through neural networks using SAS Event Stream Processing, the SAS facilities team will track sensors and systems performance in real time to enhance predictive maintenance (identifying equipment problems before they become major) and optimize energy and water usage. Underscoring SAS’ commitment to sustainability, nearly half of the new building’s power is supplied by the adjacent SAS Solar Farm.

Among the many customers using AI and machine learning from SAS are:

  • Connexions Loyalty – works with top brands on customer-loyalty programs serving more than 200 million people worldwide. The company relies on a SAS AI-powered personalization engine to better market to and improve the loyalty of its clients’ customers.
  • Daiwa Securities – created a SAS AI-powered recommendation system for its sales representatives. The system analyzes and predicts changes for each customer, recommending the most suitable product or appropriate follow-up messages to engage customers and reduce churn.
  • Volvo and Mack Trucks – uses AI solutions from SAS to analyze IoT data streaming from big rigs, and then offer predictive maintenance insights that help fleets to keep on trucking.

Read More: Tony Lucia Named Chief Technology Officer at IAS

SOURCE SAS

Orb Intelligence and LiveRamp Partnership Unlocks International B2B Data-Driven Advertising Opportunities

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Orb Intelligence and LiveRamp Partnership Unlocks International B2B Data-Driven Advertising Opportunities

Partnership is founded upon a mutual vision of revolutionizing business-to-business (B2B) marketing

Orb Intelligence announced the public launch of their B2B Audience Targeting Solutions. The solutions combine Orb’s industry-leading international B2B data set with the largest independent identity graph, enabling marketers to build international B2B campaigns using GDPR compliant data across the digital ecosystem.

Over the last 5 years, Orb Intelligence has built a reputation for providing high quality, firmographic data that has been used to enrich account records in CRM and Marketing Automation systems. Now agencies and brands will also be able to use Orb’s firmographic data for programmatic B2B advertising.

Through its strategic partnership with LiveRamp B2B, Orb has onboarded their comprehensive global firmographic data set of over 46 million active companies. This gives B2B marketers the unprecedented ability to programmatically target businesses internationally, across all industries, including small and mid-size (SMB) companies.

Orb’s taxonomy has over 400 B2B audience segments covering Firmographic, Technographic and Intelligent categories. In addition, marketers will also be able to build custom segments based on lists of target accounts, corporate IP addresses, and niche firmographic segment criteria, or by leveraging Orb’s proprietary lookalike models to target prospective customers.

Read More: Survey Shows Disjointed Communications Technologies Fail Customers

Customers will be able to access Orb’s firmographic data through the LiveRamp IdentityLink Data Store for activation across the leading DSPs.

Alex Southworth, Orb’s Head of Business Development said, “B2B marketers should be very excited about this announcement, as this is the first time that they will have access to GDPR compliant data with this scale, that will enable them to accurately target businesses and easily execute B2B campaigns internationally. Historically this capability has been the preserve of dedicated ABM vendors who have invested in curating and onboarding their own proprietary data; With the help of LiveRamp, we’ve removed that barrier and opened up the capability to all B2B marketers.”

“Three significant trends are driving the use of programmatic media buying by B2B marketers. They are the ‘consumerization’ of the B2B buyer; an accelerating shift to ABM; and a growing awareness of what programmatic media buying is and how to use it”, according to the March 2017 Forrester report, Making Programmatic Advertising Work For B2B Businesses. The report also noted that, “for B2B marketers using programmatic advertising as an extension of account-based marketing, IP-based targeting is a critical capability to devise advertising tactics rooted in their broader marketing strategy.”

Read More: Tony Robbins And Corporate Visions To Offer New Program For Entrepreneurs And Small Business Owners

“B2B marketers seek high-quality firmographic and technographic audiences to power their global marketing initiatives, including Account Based Marketing, and measure the impact of their marketing spend,” said Pieter De Temmerman, COO of LiveRamp B2B. “We’re excited to be partnering with Orb Intelligence, bringing global scale and targeting capabilities to B2B marketers everywhere.”

“This new dataset is a crucial layer in being able to deliver scale to ABM-focused digital advertising programs, enabling B2B marketers to maximize penetration across a target set of accounts,” said Liam Blackwell, President at B2B QI, a B2B Digital Marketing Consultancy. “The ability to leverage Orb’s expansive global dataset to define, refine and ultimately target account lists based on firmographic analysis is an extremely useful tool in global ABM campaign design.”

Read More SalesTech Interview With Ryan MacInnis, Director of Marketing at Notarize

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