LeadsBasket Has Built A Solution That Reduces Costs And Short Circuits The Entire Funnel Of Getting Top Quality Leads For A Selection Of Verticals
LeadsBasket is an online marketing technology company. Online marketing is an undeniable component of every marketer’s strategy and there is no shortage of marketing channels to choose from today. As technology has evolved exponentially in recent years, online marketing has become more and more complex, especially for small to medium size businesses.
Businesses large and small, who want to take advantage of all the marketing options out there, have to invest endless hours in selecting media sources and then either have to try to setup and optimize their own campaigns, or turn to agencies to deliver results. In both scenarios, the cost of a poorly managed campaign or agency fees can become prohibitive, resulting in limited returns or ineffective results.
LeadsBasket has built a solution that reduces costs and short circuits the entire funnel of getting top quality leads for a selection of verticals. At the core of LeadsBasket is their proprietary technology that powers their user-friendly platform, which enables organizations to receive high quality, affordable and qualified leads, without the complexity.
LeadsBasket Users simply select the niche, budget, countries and languages they want leads for, plus the days and times to receive the leads and that’s it. There is no need for those intensive tasks related to other online marketing channels.
The magic doesn’t stop there, because LeadsBasket has built some unique AI technology that qualifies and validates the leads in real time to ensure quality, and to continuously deliver certified and exclusive leads. The leads that arrive are ready to go, so businesses can start the sales process instantly.
The platform also offers a variety of reports for those who wish to do analysis.
Ziv Shainer
Ziv Shainer, GM, LeadsBasket said: “Our entire team comes from many years of online marketing and we are using almost all major and even less known niche channels out there. While many are highly effective when implemented and optimized correctly, the journey to get there is a long and expensive one. Our aim with LeadsBasket is to make life simple for businesses to get leads, without the need for professional marketers or agencies. In a nutshell, we understand that businesses want to get quality leads and focus on what they do best – sell.”
LeadsBasket is currently focused on the insurance, banking, loans and home improvement verticals with plenty more niches in the pipeline to be added regularly. Ziv commented: “We started with some key niches where there is high demand and our aim is to continuously grow our offering, while also refining our technology even further. We are confident that LeadsBasket is going to be a game-changer.”
Norwest Venture Partners Leads Series D Funding Round That Will Fuel Global Expansion and Future of Mobile Engagement
Leanplum, one of the leaders in mobile engagement, announced a $47 million Series D round of financing led by Norwest Venture Partners with participation from existing investors Canaan Partners, Kleiner Perkins Caufield & Byers, and Shasta Ventures. Scott Beechuk, partner at Norwest and former SVP of product management at Salesforce Service Cloud, which he led to $2.3 billion in annual revenue, will join the Leanplum board of directors.
Leanplum is building the marketing cloud of the future, leveraging the unique power of mobile to help brands drive deep and meaningful customer relationships. This investment will accelerate product innovation in key areas such as machine learning, cross-channel automation, and one-to-one personalization. In addition, it will fuel international expansion to meet growing demand from marketers around the world.
“Mobile has changed the face of marketing, and the industry is undergoing a major transformation. Legacy marketing clouds are built for web and lack the real-time infrastructure to respond to customer needs across channels and devices. Leanplum is designed from the ground-up to deliver this value. One of their secret weapons is a world-class A/B testing solution that’s fundamental to their platform, allowing customers to optimize campaigns and generate higher ROI than competing solutions. Not only has Leanplum become the fastest growing mobile engagement platform, tripling revenue year over year for the past three years, but they’ve built an amazing work culture and are poised for continued growth in 2018,” said Scott Beechuk, partner at Norwest Venture Partners.
Capturing more than 16 billion mobile data points daily across its end-to-end platform, Leanplum provides the real-time insights and capabilities to help marketers deliver in-the-moment engagement across each user’s journey — at volume. This personalization at scale is the holy grail of marketing, which is why clients such as Tinder, Grab, Red Bull, Topshop, and Zynga are turning to Leanplum to harness the one-to-one value that only mobile can deliver.
Leanplum has made several strategic hires to fuel global demand. Jim Lightsey joined Leanplum as its first Chief Financial Officer, with a focus on scaling the company’s global finance, human resources, business operations, and legal capabilities. Other key hires include Oliver Stein and Julio Bermúdez, both formerly of Optimizely. Stein leads European sales operations and is based in Amsterdam, while Bermúdez leads Asia Pacific operations out of Singapore.
Momchil Kyurkchiev
“Marketing is relationship-driven by nature, but over time, digital has optimized for reach versus meaningful connections. We’re excited to partner with Norwest because they share our long-term vision and realize that Leanplum is uniquely positioned to help marketers deliver in-the-moment engagement across every user’s journey. Leanplum is building an engagement platform that will transform the industry and take us to true relationship marketing, and in early December, we’ll unveil the next chapter in this journey,” said Momchil Kyurkchiev, Leanplum CEO and co-founder.
New InsideSales.com Study Reveals That Sales Reps Spend Only 37% Of Time Selling
Sales representatives need to make much better use of their time, concludes a new report from InsideSales.com. The report was commissioned by Labs, a division of the sales acceleration SaaS software leader. The Time Management for Sales study, based on responses from nearly 200 sales reps including a dozen in-depth interviews, provides a closer look at the way inside and outside sales representatives are currently spending their time.
Lindsey Armstrong, President of InsideSales.com, said, “Sales teams have a serious challenge with time management. When 63 percent of salespeople’s time is focused on activities other than selling—whether by necessity due to policies and tools or to lack of process and organization—revenue suffers. We can see that most organizations, and the sales industry at large, have a significant requirement (and opportunity) to get these issues resolved.”
28 percent of sales reps follow a structured time management system.
37 percent of sales reps’ time is spent on revenue-generating activities.
18 percent of sales reps’ time is spent using their customer relationship management system (CRM).
The Declining Role of CRM
Perhaps the study’s most surprising result is the declining dependence on—and use of—CRM. 18 percent of a sales rep’s time is spent on CRM, while 61.7 percent of their time is spent using sales technology. Worse still, close to 10 percent of a sales rep’s time is spent in spreadsheets to help them accomplish what they wish they could do in CRM.
Armstrong continued that CRM is the most frustrating technology surveyed. As a solution, Armstrong points to the importance of recognizing CRM being useful as a system of record but reminds sales reps and leaders of CRM’s limitations as a system of sales growth. New combinations of big data paired with artificial intelligence (AI) and sales technology applications create the outcome Armstrong refers to as an “AI System of Growth,” which is what salespeople want and what will ultimately allow salespeople to achieve their full potential and reach their highest revenue goals.
Currently, InsideSales.com offers the industry’s leading AI-fueled sales acceleration platform powered by Neuralytics, a predictive and prescriptive self-learning engine that drives revenue growth. The platform helps companies acquire new customers faster and improve cross-sell/upsell conversions and rep performance.
InsideSales.com has received numerous industry awards including the 2017 AIconics Award for Best Artificial Intelligence Application for Sales and Marketing, Forbes Cloud 100 list, CNBC Disruptor 50, AlwaysOn Global 250, OnMedia 100 Top Private companies, and more.
Clicktale Builds Its Unique Visual Editor Into The Platform To Enhance Customers’ Experience Of Launch By Adobe
Within hours of Adobe’s Launch coming to full force, leading enterprise experience analytics platform Clicktale has announced that it is collaborating with Adobe. Clicktale is offering a unique integration of its Visual Editor into Adobe Cloud Platform Launch.
Clicktale’s sophisticated integration with Launch by Adobe enhances the mapping of data elements by integrating Visual Editor into the platform. Visual Editor is Clicktale’s code-free environment to set up events within the Clicktale Experience Cloud. By incorporating Visual Editor into Launch by Adobe, digital marketers can achieve advanced mapping via a familiar and intuitive interface. Clicktale customers will not only have an easy transition as they leverage Launch by Adobe to set Clicktale events, but also benefit from another avenue to digital experience insights from their Clicktale data.
Aaron Watson
Aaron Watson, VP Worldwide Business Development, from Clicktale, said, “In the last few years DTM has become an essential part of the MarTech ecosystem and Launch by Adobe takes this to the next level. The value here goes beyond accelerating time-to-deployment. Clicktale’s sophisticated Launch by Adobe integration provides Clicktale customers and partners with another powerful and convenient method to leverage Clicktale’s unique data and insights to better quantify digital experiences and their resulting business impact.”
Promoted as the next-gen tag management tool for unified data and connected customer experiences, Adobe Cloud Platform Launch will allow online businesses to consolidate and manage tags to make marketing activities more efficient, reduce cost and improve website performance.
Jon Viray
Jon Viray, Product Marketing Manager, Adobe, said, “Clicktale’s unique technology visualizes the customer journey, helping marketers better improve digital experiences for their customers,” said By working with a key technology providers such as Clicktale, we can ensure our customers benefit from the most robust toolset to date.”
Described as the ‘app store’ for website tools, Launch by Adobe is designed to be an open, scalable and highly customizable solution for managing the tags that collect key information related to digital interactions and enable key functionalities like live chat, surveys and advertising. Launch by Adobe reduces the friction between IT and marketing teams by allowing anyone to build and integrate tags on a website reducing deployment time from a few months to only an hour.
Currently, Clicktale taps into the wisdom and behavior of millions of visitors so that businesses can deliver the best digital experiences to drive amazing business results. Complex behavioral patterns are synthesized based on millisecond-level actions such as hovers and scrolls, enabling businesses to interpret their customers’ digital body language and understand intent. The pioneer in Experience Analytics, Clicktale marries cognitive computing, machine learning and psychological research to automatically surface issues and answer questions that keep executives up at night.
As part of Clicktale and Adobe’s ongoing collaboration, Launch by Adobe also incorporates a feature that will allow customers and partners to access Clicktale’s unique insights from within a data layer inside Launch by Adobe. This provides a convenient and powerful mechanism to augment complementary applications, such as marketing automation, voice of customer or any other system benefiting from browser data collection, with Clicktale data and insights.
With unique behavioral data, clear visualizations, and world-class customer experience expertise, Clicktale is driving the ‘Experience Era’ at the world’s leading brands. Clicktale’s global customer base includes Walmart, Microsoft, Adobe, MetLife, The Royal Bank of Scotland and Avis.
The New Adobe Cloud Platform Launch Integration Makes It Easier Than Ever For Brands To Activate PebblePost’s Solution So They Can Start Generating Revenue Right Away
PebblePost, the inventor of the Programmatic Direct Mail® solution, has announced a new integration with Adobe Cloud Platform Launch, Adobe’s next-generation tag management system. The integration will allow brands to automatically activate PebblePost’s solution without changing any code on their sites.
At the time of this announcement, Geoff Dodge, Chief Growth Officer, PebblePost, said, “This collaboration with Adobe allows us to introduce Programmatic Direct Mail to a larger market. PebblePost continues to introduce more advancements to the platform and grow its consumer behavior data, improving its ability to deliver on marketers’ needs in a respectful, fraud-free, and compelling manner.”
The new Launch by Adobe integration makes it easier than ever for brands to activate PebblePost’s solution so they can start generating revenue right away.
PebblePost’s Programmatic Direct Mail solution uses programmatic technology to analyze consumer activity online — and then deliver tangible, relevant and personalized physical media to their homes. While its solution begins with digital, PebblePost avoids the limitations associated with digital advertising, such as viewability, fraud, disruption of the user experience and ad blocking.
Over the past few years, brands on the platform have proven the value and effectiveness of what they’re calling the newest channel since Search and Social. Marketers using the PebblePost platform report that on average seven to 10 percent of all mail sent results in a purchase, compared to display advertising’s 0.02 percent response rate on all impressions.
Adam Solomon
Adam Solomon, Chief Product Officer, PebblePost, said, “The ability to integrate new technology and functionality quickly and effectively is vital to the brands we work with. We’re excited to offer our existing and prospective marketers this ease of access to our proven product and services through the Launch by Adobe extension.”
Jon Viray
Jon Viray, Product Marketing Manager, Adobe, said, “PebblePost’s offering is an effective way for brands to communicate with customers in their journey from online to offline to in store. Its Launch by Adobe extension will help brands define what customer behaviors to capture and how best to leverage that data to maximize revenue.”
Adobe Cloud Platform Launch Is Built To Break Down Siloes And Deliver Connected Experiences Across Adobe And Non-Adobe Marketing Tools
In 2017, the web-based MarTech landscape grew by 40%, scaling to nearly 5300+ solutions. That’s a growth of 5300% in the last six years! As modern marketers look to create compelling and meaningful experiences for customers, most MarTech solutions fall apart when it comes to completely seamless integration. While the mushrooming family of MarTech tools offer more options to marketers to develop and deploy platforms for customer experience, the lack of product integration and unified data streaming pose huge risks to fulfilling modern marketing mission. To enable modern marketers overcome the perennial challenges in product integrations and unifying disparate data, Adobe has unveiled its Adobe Cloud Platform Launch. Adobe Cloud Platform Launch is built to break down siloes and deliver connected experiences across Adobe and non-Adobe marketing tools.
Adobe Cloud Platform Launch is promoted as a next-generation tag management system that’s built directly into the Adobe Cloud Platform.
In a blog, Jon Viray, Product Marketing Manager at Adobe explained the idea behind launching the new Adobe Cloud Platform for unified customer experience. Jon wrote, “At Adobe, we found that our customers on average deploy 20+ different solutions on their websites. While traditional tag management solutions have enabled marketers to simplify the deployment of these web tools, they also end up being bottlenecks. Why? Because the tag management vendor owns the development of the tag template, so they control when updates happen and how the tools operate. But to us, the tag managers shouldn’t be in control of building and updating these extensions. That system is not scalable.”
Jon clarified that Adobe Cloud Platform Launch is not an update to its existing tag manager, Dynamic Tag Management (DTM). A completely new solution, Launch, by Adobe enables brands “to orchestrate and activate web-based marketing tools.”
Here’s what brands can do with Adobe Cloud Platform Launch:
Powerful Tag Management using API-first Foundation Launch, by Adobe makes tag management more open, and dynamic, enabling customers to build, extend and manage extensions within the Adobe Cloud Platform.
Unified Data for Accurate, Consistent Insights With Adobe Cloud Platform Launch, marketers can define each data set and focus their marketing tools to work with the same data point. This makes marketing tools accurate and more focused at taking actions using unified data sets.
Quicker and Seamless MarTech Integrations With a simplified interface, brands can browse, configure, and deploy web-based apps from Adobe or non-Adobe developers at an unmatched pace. Non-Adobe developers can utilize Launc catalog to find the most reliable set of codes and technology that would let brands better use their technology.
Jon confirmed that Luanch, by Adobe has added several new extensions from leading technology providers including 33 Sticks, Clicktale, Decibel Insight, DialogTech, Dun & Bradstreet, Evidon, ForeSee, LinkedIn, PebblePost, QuestionPro, and TrustArc. From the date of its unveiling, Adobe Cloud Platform Launch is generally available to all Adobe Experience Cloud customers at no additional charge. Access is granted on a rolling basis.
KickFire and Metadata Will Present A Joint Webinar Session Titled: ‘Transforming Account-Based Marketing with Machine Learning’
KickFire, the leader in IP address intelligence and company identification technology, announced that it has partnered with Metadata, a leader in intelligent B2B demand generation, to enable B2B marketers to optimize marketing spend and reduce customer acquisition costs.
Metadata’s intelligent demand automation platform generates ‘look-alike’ prospects and matches profiles of ideal customers with multi-channel targeted advertising campaigns. Utilizing KickFire’s IP address-to-company identification technology, Metadata customers are now able to increase identification of companies across its multivariate, account-based marketing (ABM) campaigns.
ABM has continued to gain momentum in recent years and is rapidly changing the way marketing departments track prospects, personalize content, and target ads. KickFire and Metadata are leading this transformation with advanced tools to track target accounts, analyze buyer personas, and build stronger pipeline.
Gil Allouche
“KickFire’s IP address intelligence has provided Metadata customers with end-to-end analytics and insights into the engagement level of their targeted companies. We are excited to expand our partnership and deliver additional insights to our customers and partners,” Gil Allouche, Founder, Metadata said.
“We are pleased to be a strategic partner with Metadata.io. And we look forward to showcasing the strength of our combined technologies during our upcoming webinar,” said Tina Bean, KickFire Co-Founder and Vice President of Strategic Business Development.
The joint webinar, titled: Transforming Account-Based Marketing with Machine Learning, will take place on November 16 and feature KickFire’s Tina Bean and Metadata’s Gil Allouche as they discuss how to align marketing technology tools with account-based marketing strategy.
This webinar will cover:
How to improve your precision targeting with Machine Learning
How to optimize ads for ABM
How to ramp up your sales team with precision targeting and lookalike generation
How to identify anonymous web visitors
KickFire deploys its proprietary TWIN Caching intelligence across its entire product suite of lead identification and real-time intent solutions. Optimally suited for account based marketing, predictive, intent, and content personalization, KickFire API provides the most accurate IP address intelligence and B2B firmographic data in the industry. KickFire’s B2B sales automation tool, LIVE Leads, uses TWIN Caching to enable companies to tap into their website’s invisible pipeline by identifying anonymous web visitors showing real-time buying intent for their products and services.
ClearSlide’s Next-Generation 3D Buyer Feedback Uses Salesforce Data to Recommend the Best Content for Reps and Boost Content ROI
ClearSlide, the Sales Engagement Platform leader, announced Vega, a major enablement upgrade to its sales engagement platform. Vega’s functionality helps intelligently accelerate sales rep online interactions with customers. It also equips sellers with CRM-based content recommendations to quickly personalize customer content to better engage contacts. Vega helps sales leaders and enablement teams better govern their sales processes, and offers marketers new dashboards that measure content performance and trends by sales stage, team, customer, and deal outcome – with real-time insight into how customers respond throughout the buyer journey.
ClearSlide’s Vega release also provides subscribers an even more intuitive, next-generation meeting experience with CRM-based content recommendations, speaker notes, real-time attendee engagement insights, interactive messaging and more – all auto-logged to the CRM system. Vega includes a new 3D Buyer Engagement capability that enables dynamic conversations around content shared with prospects and customers via email or social media. Powerful Content ROI dashboards reveal an organization’s most valuable assets and provide insights into what content is being used and what’s working with customers. The Vega user interface is easily personalized with any company’s logo, colors, and individual sales rep photos and contact information to ensure every interaction is a branded experience.
Dustin Grosse
“Sales and marketing leaders can boost quota attainment by using integrated systems of engagement like ClearSlide to deliver strong value propositions, delight customers and earn their business. Vega brings critical new functionality to make every interaction successful and insightful, so customers have amazing experiences with sales and services professionals,” Dustin Grosse, CEO, ClearSlide said.
Jim Lundy
Aragon Research estimates the market for Sales Engagement Platforms will grow from $800 million today to more than $5 billion by 2021. “Single-point enablement tools and CRM systems do not naturally help sellers identify and anticipate buyer needs. Sales Engagement Platforms that include guided content and selling capabilities help sales teams hyper-personalize content based on customer engagement. ClearSlide continues to lead and innovate with its Vega Release, and was one of the first to offer a complete Sales Engagement Platform,” Jim Lundy, CEO and Lead Analyst, Aragon Research said.
Vega’s next-generation meeting experience builds on ClearSlide’s market-leading instant meetings – deepening customer connections and making online interactions more personal:
New ClearSlideMeetings now powers more intelligent meetings with customers and prospects – CRM-based content recommendations, one-click access to the entire content library, and slide-level speaker notes make it easy to find and present the right content and ensure sellers stay on message.
Real-time Meeting Engagement provides everything needed to engage with buyers during critical interactions – with meeting notes, message threads, and attendee engagement auto-logged to CRM
Improved Integrated Audio Conferencing, now with ‘Call Me’ capability, makes joining the audio conference effortless – along with one-click recordings to ensure critical conversations are available for coaching and training.
Vega enables smarter conversations around content to help accelerate sales conversations and move deals forward quickly:
New 3D Buyer Feedback helps prospects and customers annotate and comment on content – powering dynamic conversations that give sales and marketing stakeholders real-time insights.
Enhanced Content Viewing provides full-screen content, and the ability to zoom in and out improves the viewing experience and helps amplify the impact of content.
Social Selling & Lead Forms capture viewer information however content is shared – via email, social media, and more – using unique lead forms and content controls to help navigate any organization.
Powerful dashboards in Vega reveal content performance and trends by sales stage, team, customer, and more – including deals won/lost from CRM – to measure the true ROI of sales content:
New Content ROI Dashboard uses Salesforce data to help marketing and enablement teams understand the impact content is having across the sales cycle – revealing the most valuable assets and helping improve content investments.
EnhancedContent Engagement Dashboard shows what content is being used and what’s working – dynamic filters let content owners drill in by type, tag, team, and individual.
ImprovedAccount-Based Insights reveals what assets have been shared with specific accounts and individuals – and how they responded – to help tailor follow-up and guide next actions.
Vega allows companies flexibility to brand their ClearSlide experience to create powerful impressions for users, prospects, and customers:
New ability to Personalize Your Avatar puts a ‘face to your name’ with every interaction – your photo and contact information is shared with buyers at the end of meetings and content links.
NewCustom Branding Options reinforce your company brand in meetings, content links, and the logged-in ClearSlide experience.
Refreshed User Interface enhances navigation and its responsive design improves the user experience – whether in the office or on a mobile device.
“Based on early customer feedback, our next-generation experiences for meetings and shared content links are a game-changer for sellers and marketers. The Vega release ensures sales reps use the right content that is always up to date – aligned with their sales process and the context of opportunities in Salesforce – to engage with customers more successfully across channels. The outcome for marketers is better insights and true content ROI,” Raj Gossain, VP product and design, ClearSlide said.
Pitcher, A Leading Sales Enablement And Digital Content Management Software Provider, Announced Its Brand New Module, Pitcher Indoors, At Dreamforce 2017
Pitcher, a leading sales enablement and digital content management software provider, announced its brand new module, Pitcher Indoors, at Dreamforce 2017. Pitcher Indoors is a web-based app for inside sales and other online users that enables sales reps to stay connected with customers and prospects. Built on the Salesforce Platform, users are able to use Pitcher Indoors’ sales enablement features without needing to work outside of Salesforce.
Pitcher Indoors also allows your reps to create mini-websites for client interactions on the fly, which clients can revisit as often as they wish. This enables marketers to create a customized experience for sales prospects, enhancing the effectiveness of sales reps, while collecting valuable marketing data at the same time.
Pitcher has had an eventful year, receiving several awards, including the Consumer Goods Technology Readers’ Choice 2017 Editors’ Pick and the 2017 Inc. 5000. At the end of 2016, Pitcher was awarded a patent for its Sentiment Analysis Module (SAM), a unique sentiment tracking feature, and the young company has opened new offices in New York and Tokyo.
Dreamforce 2017 attendees can stop by the Pitcher booth numbers 1834 or 1836 for a live demo of Pitcher Indoors, as well as any other aspects of the Pitcher Sales Enablement Suite. Salesforce, Dreamforce and others are among the trademarks of salesforce.com, inc.
Pitcher is a leading provider of mobile sales enablement and content management solutions for field sales and marketing teams. With an intuitive and feature-rich platform, Pitcher’s cloud-based software makes it easy for field sales and marketing professionals in industries such as life sciences, consumer packaged goods, financial services and manufacturing to plan for, execute and analyze their customer interactions. With an intuitive and feature-rich platform, Pitcher’s cloud-based software makes it easy for field sales and marketing professionals in industries such as life sciences, consumer packaged goods, financial services and manufacturing to plan for, execute and analyze their customer interactions. The immersive, feature-rich software can be executed across various desktop and mobile devices to better engage customers and field reps throughout the entire sales and marketing lifecycle.
CRM Integration with Madison Logic ActivateABM Brings Better Alignment Between Marketing And Sales By Providing Richer Account And Contact Insights To Enhance The Sales Workflow
If you belong to the new-age B2B ‘school of speed’, you will agree that velocity and a quality-first approach are key to achieve the full return on lead generation and display advertising products. However, modern B2B marketers find it extremely hard to tune their ABM strategies with their CRM. With sales and marketing teams breaking their siloed approach, it was expected that ABM platforms would make B2B conversations more precise, effective, and velocity-driven. To enable B2B marketers achieve all this within their CRM, global ABM leader—Madison Logic, has announced new integration capabilities for its ActivateABM platform.
“Comprehensive ABM has demonstrated 80% better pipeline velocity, and 40% better average order value, and 150% better conversion rates than traditional account based marketing.” – Madison Logic CEO, Thomas O’ Regan
Madison Logic ActivateABM is now offering customers the ability to know what accounts are actively researching solutions, along with the exact topics they are searching. The new CRM capabilities in ActivateABM are powered by the account-level intelligence that gives sales teams real-time insights into a prospect’s unique engagement with their organization. With powerful account-based intelligence at the core of ActivateABM, Madison Logic customers would witness the real essence of bridging the “big” traditional pain point for sales and marketing teams.
Mission ActivateABM: Building a Comprehensive ABM and CRM to Bridge the Sales & Marketing Divide
At the time of this announcement, we spoke to, Madison Logic CEO, Thomas O’Regan. Thomas took us deep into the core tenets of Madison Logic’s ActivateABM and how the new CRM integration spells the arrival of new-age sales enablement strategies.
Thomas O’Regan
Thomas spoke of Madison Logic’s mission to help B2B marketers identify, engage and ultimately convert their best prospects into customers. Thomas said, “Increasing marketing ROI is now a necessity, which requires greater alignment between sales and marketing teams. Both teams must learn from each other, and to succeed, they must integrate their efforts.”
Listening to a customer is an art and Madison Logic picked the right brains to build their powerful data-driven ABM platform. Thomas acknowledged how clients were handicapped to run ABM program for two reasons—
Constrained by size of the marketing team
Costly ABM components or cheaper alternatives that are barely a notch higher than the ones segmenting accounts with spreadsheets
However, Madison Logic focused on the biggest challenge—bridging the gaps between marketing and sales. Thomas added, ‘We’ve seen that sales and marketing alignment is the number one challenge. We must assume that this is due to ABM’s maturity in the marketplace. As marketers reject technologies that aren’t right for their organizations and start to embrace a more comprehensive approach, many of these challenges will pale.”
Building a Powerful ABM+CRM Integration Key to Driving Maximized Customer Engagement for Higher ROI
Thomas said, “Prior to ActivateABM, B2B marketing organizations struggled to identify the metrics that actually evaluate the performance of their ABM efforts making it difficult to measure their true impact. Madison Logic’s advanced reporting changed that, providing marketers unparalleled attribution and insights into how to engage and influence target accounts. With these CRM integrations, sales teams can now have the data-driven conversations that lead to conversions.”
By introducing new features for its ActivateABM, Madison Logic is consolidating its position as the leader in ABM platforms. The new CRM integration expounds the importance of having a clear vision into what prospects are searching, engaging with, and buying along their customer journeys. ActivateABM enables sales to understand the precise topics an account is researching, to influence marketing and sales messaging to encourage more meaningful conversations with their clients.
Thomas provided a brief outline of Madison Logic’s new-age ActivateABM and its core components—
Integrated Data Platform (IDP)
IDP is the only B2B data platform that leverages proprietary and third-party sources to create the most advanced B2B audience graph, enabling marketers to identify and engage all decision makers and influence their target accounts.
The IDP solution enables segmentation and measurement by many demographic and firmographic variables such as function, industry, size, location and others.
Comprehensive ABM
Central to bridging the gap between marketing and sales data and intelligence, ActivateABM is the most comprehensive account based marketing platform in the world.
ActivateABM is built from the ground up to power sales alignment and marketing ROI. When the goal is to influence a target account, Madison Logic found that companies that leverage both digital advertising (native, video, display) and content syndication were able to reach users at all stages of the buyer journey simultaneously, driving the greatest engagement and best results.
Targeted Display Advertising
This is a unique audience solution that unlocks Madison Logic’s unrivaled scale and global reach with its digital advertising solutions, across the most effective formats.
Madison Logic’s enhanced analytics, which integrates seamlessly into CRM solutions, provide a 360°-view of account-level insights on media content trends and engagement metrics.
With the click of a button, sales and marketing teams can access a full, unified picture of a target account—without having to access third-party sites or data. This narrows the gap between marketing and sales and ultimately results in quicker, more efficient and a higher volume of prospect-to-customer conversions.
Content Syndication
ActivateABM is powered by a proprietary content syndication buy-side platform, enabling delivery across a wide array of inventory sources, including Madison Logic’s very own proprietary content syndication ad server and proprietary B2B publisher network. This technology and data-enabled platform also leverage multi-layer data verification to ensure the greatest scale and quality of leads for B2B marketers.
Eliminating Guesswork from B2B Engagements Using Advanced Metrics
Madison Logic has removed the traditional barriers to marketing and sales working together, blurring the lines between the two disciplines, enabling both to work in tandem as the leads move the pipeline and to conversion.
Madison Logic’s Activate ABM platform offers marketing, sales, SDR and BDR teams a powerful analytics suite which helps them –
Validate marketing reach and impact on target accounts
Design the most effective data-driven content strategy
Optimize sales messaging for each account
Sales and Marketing Alignment
Activate ABM enables B2B marketers to:
Pinpoint the accounts that are actively expressing intent through research
The individuals who are conducting that research
The topics they are researching
These insights allow them to personalize messaging and content that is most likely to engage. With its new CRM integration, Activate ABM puts this powerful account level intelligence into the hands of sales. With this information, sales can have more meaningful conversations that are more relevant to each account and further drive marketing ROI.
Unified Marketing and Sales Insights Deliver Higher ROI
The sales and marketing divide is a tale as old as B2B marketing itself. The teams are unified in purpose, but in practice, the two disciplines are often relegated to different corners. Sales teams have a list of accounts that they want marketing to target, and many times can’t perceive that marketing’s efforts are influencing them. For the two teams to abandon their corners and meet in the center of the room, something must change.
For years, a B2B marketer’s account based marketing practice (ABM) has taken two approaches:
Display advertising to influence target accounts
Content designed to generate leads within an ideal customer profile
Thomas explained further how these two tactics are often siloed and therefore hard to track. He said, “You might be gaining traction with a target account, but it’s difficult to understand and see how these tactics work in tandem. And it’s even harder to show the sales team that you’re moving the needle.”
ActivateABM Account view
In contrast, Madison Logic’s ActivateABM takes a comprehensive approach to account based marketing, bringing together a combination of targeted display advertising and lead generation with an advanced measurement platform that offers audience verification and engagement, market trends on research activity, and visibility into how these tactics are impacting and influencing target accounts.
ActivateABM and the Era of Intent Data
The ActivateABM measurement platform leverages intent data to identify which of its client’s target accounts are actively researching the topics most relevant to their campaign. This enables Madison Logic to take a client’s account list and identify the most engaged accounts so they can prioritize their efforts.
According to the latest State of ABM Study by SiriusDecisions, 60% of respondents stated their planned investment in ABM will be greater or significantly greater than last year. As B2B marketers increasingly embrace an account based approach, the need to consolidate disparate ABM tactics in one place will grow along with it.
With intent data driving the engine, Madison Logic’s ABM delivers on its promise to close the gap between marketing and sales.
Thomas explained, “Sales provides an account list, marketing prioritizes that list and directs its efforts against those accounts showing the most activity. Using the analytics built into Activate ABM, B2B marketers can show their sales teams exactly how they are impacting their target accounts as they progress through the buyer’s journey.”
He added, “The same surge data used by marketing to identify and prioritize accounts can now fuel sales interactions. When ActivateABM is fully integrated into a client’s CRM platform, sales teams have insight into an account’s exposure to their message, engagement with their website, and how they’re interacting with their content and creative.
Hyper-relevant Content Drive Effective Product Marketing and Sales Enablement Campaigns
The ActivateABM platform employs rich intent data, enabling B2B marketers to:
Identify the decision makers at target accounts who are showing intent by actively engaging in product research.
Engage those prospects before they self-identify with:
Display Ads including native, and video to generate product awareness across the buying committee
Targeted Lead Generation by serving hyper-relevant content to active researchers within a target account list
Measure the effectiveness of marketing programs and how they’re delivering real ROI
Integrate the measurement into your CRM so that sales can be more effective
With ActivateABM, marketers -and now sales teams- have unprecedented visibility into how their target accounts are engaging with their brand. Account activity, including ad exposure, site visits, and digital asset consumption are now passed directly into a client’s CRM instance, giving sales teams the account-level insight required to have more relevant and effective sales conversations.
Ericka McCoy, VP Marketing, Global Campaigns, OpenText, said,“Madison Logic continues to make media activation and measurement a seamless part of our ABM ecosystem. By activating account level intelligence within a CRM partner, our marketing and sales teams now have a data-driven advantage, making them smarter in their nurturing and sales approach.”
Is ABM Moving From Data-Driven to a Data-Enabled Approach?
We asked Thomas if he feels that ABM platforms are moving ahead with time, transforming from being data-driven to becoming data-enabled. Thomas felt otherwise. He said, “ABM is actually in the process moving from a data-enabled to a data-driven approach. What has changed are the types of signals that ABM relies on for decisioning. Marketers have realized for ABM to be effective they need to stop relying on consumer-based signals, and start developing processes around B2B specific signals like audience reach, engagement, content research and download activity, etc.”
Currently, Madison Logic ActivateABM leverages unmatched proprietary intent data, reach, and scale to identify, engage, and convert prospective accounts. With Madison Logic, B2B marketers can easily gain insights into their target accounts to personalize their message, optimize their programs, and to inform their sales and marketing strategies.
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Madison Logic’s Activate ABM platform offers marketing, sales, SDR and BDR teams a powerful analytics suite which helps them –
