AdRoll, the performance marketing platform, announced the general availability of its enhanced account-based marketing (ABM) advertising platform, AdRoll ABM. The full-service platform now enables marketers to target based on attributes (like job title and industry) and sync data bi-directionally with HubSpot in addition to its existing integration with Marketo.
With 10 years of experience in performance advertising and over 16,000 B2B clients, AdRoll is bringing a performance first approach to ABM. By delivering personalized ABM campaigns at scale, marketers can improve click-through rates by nearly double and improve cost-per-clicks by nearly 30 percent.1
The newly added bi-directional HubSpot Connector, and the previously available Marketo Connector, gives marketers direct access to connect AdRoll ABM with their CRM. This empowers marketers to create campaigns targeting their key accounts, personalize ads with CRM data and see the impact directly inside their CRM dashboard.
Suresh Khanna
“AdRoll ABM helps to close the traditional disconnect between sales and marketing departments. With robust platform integrations like Marketo and HubSpot, marketers can not only create campaigns targeting their key accounts, but can also clearly see AdRoll’s impact directly in their CRM to improve the handoff to sales,” said AdRoll Chief Revenue Officer Suresh Khanna.
Brad Coffey
“By integrating more deeply with AdRoll, our partnership is empowering B2B companies to take inbound marketing a step further, revealing new insights to seamlessly access, enrich and target leads. Customers can now see the impact of their campaigns, with access to both platforms simultaneously,” said HubSpot Chief Strategy Officer Brad Coffey.
Also launching, attribute targeting within AdRoll ABM allows B2B marketers to find new high-value leads by creating advertising campaigns targeting attributes such as company size, job title and vertical. AdRoll ABM also leverages the AdRoll IntentMap™, the largest independent opt-in data sets for advertisers available, with over 1.2 billion digital profiles processed daily, to help B2B marketers identify and target leads who are similar to current high-value customers.
Along with AdRoll ABM’s new extended offerings, its full-service advertising platform includes many features to maximize ROI:
Key account / contacts targeting — Segment campaigns by job role, industry, or other attributes such as title and location in order to personalize targeting.
Target account list expansion — Uncover new, in-market key accounts with the AdRoll IntentMap™ and attribute targeting
Personalized ad creation — Catch the attention of key contacts by dynamically populating ads with data directly from your CRM like company name, job title or industry
New customer extension — Drive growth by helping marketers uncover new contacts in different departments within the companies of high-value prospects.
Onvia, the leading provider of sales intelligence and acceleration technologies for businesses selling to the public sector, announced the expansion of its industry-leading coverage of government spending data.
This data expansion includes government contract leads from the Rural Health Care Program offered by the Universal Service Administrative Company (USAC), which are made up of network and telecom projects that support healthcare facilities in rural areas. Onvia’s data already includes projects from USAC’s Schools and Libraries (E-Rate) program, designed to bring technology to schools and libraries.
Additionally, coverage of education related government agencies has been broadened to include leads from public school districts with at least 500 students.
This significant expansion provides users access to increased volumes of bidding opportunities including:
More than 30,000 additional education bids and RFPs – a 58% increase
An additional 5,000 healthcare bids and RFPs – a 27% increase
Leads from more than 2,000 additional school districts – a 30% increase
Nick Coperine
“Onvia has helped us grow our education sales by identifying relevant USAC E-Rate projects for network and telecom work. We’re looking forward to pursuing even more relevant opportunities with Onvia’s expanded USAC datasets for work at healthcare facilities and broadened coverage of school district opportunities,” said Nick Coperine, Marketing and Lead Administrator at Westcon-Comstor.
Craig Sehi
“We’ve earned valuable contracts by targeting projects for network and telecom identified through Onvia. We’ll be able to pursue more relevant projects and increase our wins with Onvia’s expanded healthcare and education datasets,” said Craig Sehi, Vice President at Sehi Computer Products.
Increased Data Coverage Builds on Momentum Following Launch of Onvia 8
The announcement of these expanded sets of data follows the release of Onvia 8, the company’s next-generation sales intelligence platform designed to enable businesses to manage leads more quickly and plan their bidding strategies more strategically, further advancing Onvia’s leadership in the business-to-government marketplace.
At the same time, Onvia continues to improve upon and invest in its industry-leading coverage of public sector sales leads from federal, state, local and education government agencies, ensuring that clients have access to the data they need to grow their sales to the public sector.
Naveen Rajkumar
“The recent additions of USAC Rural Health Care bids and expanded coverage of public school districts will greatly enhance the value our clients already receive from our public sector sales intelligence systems. We are constantly working on enhancing our data and technology to provide our customers with the competitive advantage they need to win more government business,” said Naveen Rajkumar, Onvia Senior VP & CIO.
Providing a Civic Dividend to State, Local and Education Governments
In Onvia’s recent survey of government procurement professionals, 40% of respondents reported not getting enough bidders on their projects. This problem is magnified for many state, local and education (SLED) government agencies located in smaller communities and rural areas that have a harder time getting the opportunities in front of eligible bidders.
By adding USAC’s Rural Health Care Program bids and expanding coverage of government contract leads from school districts with lower enrollment, Onvia is working to solve that problem.
Russ Mann
“Every community deserves access to vital services like technology and healthcare that directly impact peoples’ lives. Our expanded coverage of health facilities and public schools will help highlight opportunities for businesses to partner with government agencies on projects that benefit smaller, rural areas. More bidders on these projects lead to higher quality services, at better value, delivered to the areas that need it most,” said Russ Mann, CEO of Onvia.
Collaboration Provides Research, Education, and Advisory Support to Accelerate Adoption of ABM
Two titans of Account-based Marketing have joined forces to catalyze the next wave of ABM integrations into established MarTech systems. ITSMA, the B2B marketing leadership community that pioneered Account-Based Marketing (ABM) in the early 2000s, and Demandbase, the leader in ABM technology, announced a new partnership to advance ABM as a comprehensive strategy for all B2B marketers. The news comes on the heels of Demandbase’s recent $65 Million funding round.
Peter Isaacson, Chief Marketing Officer, Demandbase
Peter Isaacson, Chief Marketing Officer, Demandbase said, “ITSMA started the ABM revolution more than a decade ago, and in the past several years, Demandbase has helped accelerate the adoption of ABM across industries. But, there has always been a disconnect in the types of ABM that companies practiced. Our partnership with ITSMA will help more companies adopt ABM by mapping out a comprehensive approach to marketing and selling to target accounts.”
ITSMA said that the objective of the partnership was to accelerate ABM adoption with integrated strategies and programs that span the three established approaches to ABM –
one-to-one,
one-to-few
one-to-many
This new blended approach will enable all B2B marketers to drive account-based impact with greater speed, efficiency and flexibility.
As part of the partnership, ITSMA and Demandbase, in collaboration with the ABM Leadership Alliance (ABMLA), have released a research study that found that the most successful B2B companies take a comprehensive approach to their ABM program.
Partnership a Natural Step towards ABM Promotion
According to this research, 35 per cent of ABM marketers today are implementing more than one type of ABM. Among high performing ABM marketers, 63 per cent are implementing at least two types.
Moreover, 71 per cent of all ABM marketers plan to scale their programs in the next 12 months with 67 per cent saying they will adopt a blended approach to do so. The need to understand the requirements of a blended approach underscores the importance of this partnership.
David Munn, President and CEO, ITSMA
David Munn, President and CEO, ITSMA, said, “This partnership with fellow ABM leader Demandbase is a natural step in the evolution of ABM as a strategic discipline for business and marketing leaders. We believe that B2B companies of all shapes and sizes can benefit from an account-based approach, and bringing the expertise of our two organizations together will allow all marketers to understand, implement and ultimately benefit from ABM.”
ITSMA coined the term “Account-Based Marketing” in 2003 and has worked since then to help B2B industry leaders drive growth and innovation with highly customized and targeted one-to-one and one-to-few ABM approaches. As ABM practitioners saw success with their initial programs, they sought scale to cover more accounts.
ABM Certification and Coaching
In the 2010s, Demandbase developed the tools and technology to implement ABM at scale.
Today, the two companies bring together a sophisticated set of advisory, education, process, and technology capabilities that provide end-to-end support for sales and marketing teams looking to implement and scale ABM at their organizations.
In addition to enabling marketers to better complement and integrate with sales and business leadership, the partnership will help companies design new strategies and programs, train their teams, implement new tools, and provide expert counsel on how best to pilot and grow all types of ABM programs.
As a follow up to the joint research, ITSMA and Demandbase will release an e-book titled “Accelerating ABM Impact: A Three-Tiered Strategy,” which would be launched at the Optimizing ABM Impact forum on September 12, 2017 in New York City. The e-book will highlight the considerations for and steps to getting the most out of an ABM program, with a primary focus on moving to a blended strategy.
Additionally, ITSMA and Demandbase are the only two organizations to offer ABM certification courses. ITSMA’s ABM Certification and Mentoring Program, launched in 2013, includes the comprehensive methodology that ABM marketers need.
The program includes a two-day interactive workshop, four webinars, and on-the-job mentoring and coaching to create a robust ABM plan for a specific key account or cluster of accounts.
Demandbase’s ABM Certification Program offers a full-day “Foundations” course that is available in-person or online, and an “Advanced” course that is available in-person, focused on the fundamentals for scaling your ABM strategy. Demandbase has thus far trained and certified more than 1,200 B2B marketers since it was introduced in April 2016.
Eric Martin, VP, Customer Experience Marketing, SAP North America
Eric Martin, VP, Customer Experience Marketing, SAP North America, said, “As a client of both ITSMA and Demandbase, and as a participant of both organizations’ ABM certification programs, we are pleased to see these two ABM leaders announce this partnership. As we’ve evolved our ABM program to a comprehensive approach, ITSMA’s advisory and Demandbase’s products and services have been instrumental in our ability to drive success at all three levels.”
ITSMA and Demandbase will also present this new, blended ABM approach at ITSMA’s Annual Marketing Vision Conference in Boston from October 31 to November 2, 2017.
MRP, a global predictive intelligence and customer acquisition company, has announced their enhanced display advertising offering, integrated directly into their Prelytix predictive customer acquisition platform. The software now offers a programmatic display advertising solution that enables users to target and personalize marketing efforts using predictive data.
Kevin Cunningham, President & CEO at MRP
“MRP Prelytix was built specifically with the needs of account-based marketers in mind, which means our clients will no longer have to struggle to adapt B2C tools and tactics to fit their B2B needs,” said Kevin Cunningham, MRP chief executive officer and president. “Our real-time, intent-targeted advertising is a powerful way for our clients to communicate with their customers using content customized to the customer’s topic of interest and their stage in the buyer journey.”
This new offering allows MRP clients to track which accounts are viewing, clicking on, and converting from a client’s advertisements and incorporate that data back into the MRP Prelytix platform. This information can be reported on alongside other tactics at the account level. Unlike most B2B display advertising offerings, MRP’s latest offering does not rely on cookies, but rather, uses more objective and up-to-date IP targeting for the most accurate, up-to-date data. IP targeting can more accurately pinpoint the right contacts and serve them the most relevant ads.
Built on the Kx platform, MRP Prelytix leverages the same technology used by financial traders throughout the world, analyzing and reacting to data instantaneously. For B2B marketers, this means more accurate account-based marketing (ABM) based on both historical and real-time data.
“With this new offering, our clients will be able to leverage real-time intent data and deliver dynamically generated HTML5 display advertising to every device within the buying center or corporate rooftop where buying decisions are being made,” said Greg Wasserstrom, digital strategist at MRP. “Predictive intent data will not only drive the new display targeting, but will also create a feedback loop that results in more accurate ABM scoring.”
UK Platinum HubSpot Partner Agency and Inbound to account-based marketing (ABM) specialist, Strategic Internet Consulting (Strategic IC), selected for HubSpot Partner Advisory Council
As one of three UK agencies selected to join the council (and one of just two UK Platinum HubSpot Partner Agencies), this appointment, from a competitive list of nominees, solidifies Strategic IC’s position as trusted HubSpot experts.
As the UK’s only full-service inbound to ABM agency, Strategic IC will be able to provide a unique perspective in shaping upcoming HubSpot developments.
Globally, PAC members collaborate monthly to discuss updates and changes to the partner program; including product development, new partner tools, programmatic changes and more. Discussing this appointment, Strategic IC Director Alex Embling said:
“This is a fantastic and unique opportunity to continue our work with HubSpot and other global Partners, and drive long-term value for all our HubSpot clients and customers. As the UK’s only full-service inbound to account-based marketing agency specialist, we know that quality automation forms the foundation of continued B2B marketing success; through inbound, sales enablement, ABM and beyond. That’s why I’m delighted to support HubSpot as they evolve and advance their offering.”
The HubSpot Partner Advisory Council was initially established in July 2017, to gather feedback from North American and LATAM partners. This marks the programme’s first expansion into EMEA and APAC.
Velocify, a leading sales automation SaaS provider, has announced that it has been acquired by the leading cloud-based platform provider for the mortgage finance industry, Ellie Mae. The two companies would join forces to bring cutting-edge tech to proliferate the digital mortgage ecosystem.
Going forward, by integrating Velocify’s technology with the proprietary Ellie Mae Encompass CRM™ and Encompass Consumer Connect™ solutions, Ellie Mae will be able to deliver fully digital front-end experience to convert leads and meet the needs of borrowers everywhere.
Nick Hedges, CEO & President – Velocify
Nick Hedges, President and CEO of Velocify, announced the acquisition via his blog. Nick said, “Ellie Mae not only has far more resources than Velocify to fuel our growth but their platform is also incredibly well aligned with ours. Velocify has emerged as the undisputed leader in consumer sales engagement and lead management software over the past several years but we leverage back-end systems such as Salesforce and Ellie Mae once a lead gets far down the buying process. By joining forces with Ellie Mae we will be able to help our customers provide a full-cycle buying process for their consumers that is as automated and digitalized as the consumer desires it to be.”
Image Courtesy: Ellie Mae
By acquiring Velocify, Ellie Mae would be able to accelerate the mortgage process. The acquisition comes at a critical time for the companies and the lenders in the US, even as the industry is shifting its focus to a more purchase-centric market that offers a synergistic mix of high tech and human moments to home buyers across all generations.
Joe Tyyrell, EVP, Corporate Strategy at Ellie Mae, said, “We believe that a true digital mortgage must encompass the entire loan lifecycle, from targeted marketing automation and digital lead generation all the way through automated investor delivery.”
Together with Velocify, Ellie Mae is expected to challenges in addressing the front-end home buyer needs for speed and transparency, as well as the lender needs to close more loans, close loans faster, reduce origination costs and leverage data and insights to make better, more informed business decisions. Additionally, it would help a lender differentiate themselves from the competition but also offer the flexibility to engage with the home buyer how and when the home buyer needs it, whether by email, phone, text or in person.
M800 Limited was named the winner of 2 Gold and 1 Silver at the 2017 Stevie International Business Awards. The 2 Gold wins are Innovation of the Year in Business Product Industries for M800 Communication Platform as a Service (CPaas) and Best New Product of the Year – Software – Platform as a Service for M800 Communication SDK Suite. The silver is for the Best New Product of the Year – Software – Cloud Application for M800 OTT White Label Communication Suite.
The International Business Awards is the world’s premier business awards program. At its 14th year, the 2017 IBAs received more than 3,900 nominations and entries from more than 60 nations and territories. Stevie Award winners were determined by the average scores of more than 200 executives worldwide who participated on 12 juries.
The Judges for the awards has given positive feedback for M800 platform and solutions. M800 Communication Platform as a Service (CPaas) is commended for its competitiveness, scalability and potential. Meanwhile, M800 Communication SDK Suite is complimented for its diverse range of SDK solutions and great value like the strict SLA, high security, low CAPEX model, fast-time to market and in-depth analytics.
The judges applaud M800 OTT White Label Communication Suite as an exciting, innovative, secure and reliable Over-The-Top (OTT) product. They foresee a big growth when bundled with services like international toll-free, video calling, conference solutions, CRM, and data analytics – giving enterprises a total one stop internal and external communication solution.
The award wins are a testament to M800 exceptional contribution and innovation in the unified communications solutions space. Just prior to winning the Stevie Awards, M800 also won two other awards through the OTT White-Label Communication Suite and M800 Communication SDK Suite.
Steven Yap
“We are delighted to win the highest levels of the Stevie Awards despite the strong competition – including from more established brands who have been longer in the market. Winning these awards is a substantial recognition on the foundation we built in the past few years that is now seeing fruition. We are grateful to our global clients – from leading financial institutions, top-tier IoT manufacturers and small to large enterprises for believing in our technology and capabilities, and supporting us through the years,” Steven Yap, CEO, M800.
Michael Gallagher
“The IBA judges from across the world were highly impressed with the nominations they reviewed this year. With the level of achievement documented in the nominations from 60 nations, the Stevie Awards are proud to honor organizations that demonstrate a high level of achievement in a variety of industries,” said Michael Gallagher, president and founder of the Stevie Awards.
MRP, a global predictive intelligence and customer acquisition company, has announced their enhanced display advertising offering, integrated directly into their Prelytix predictive customer acquisition platform. The software now offers a programmatic display advertising solution that enables users to target and personalize marketing efforts using predictive data.
Kevin Cunningham
“MRP Prelytix was built specifically with the needs of account-based marketers in mind, which means our clients will no longer have to struggle to adapt B2C tools and tactics to fit their B2B needs. Our real-time, intent-targeted advertising is a powerful way for our clients to communicate with their customers using content customized to the customer’s topic of interest and their stage in the buyer journey,” said Kevin Cunningham, MRP chief executive officer and president.
This new offering allows MRP clients to track which accounts are viewing, clicking on, and converting from a client’s advertisements and incorporate that data back into the MRP Prelytix platform. This information can be reported on alongside other tactics at the account level. Unlike most B2B display advertising offerings, MRP’s latest offering does not rely on cookies, but rather, uses more objective and up-to-date IP targeting for the most accurate, up-to-date data. IP targeting can more accurately pinpoint the right contacts and serve them the most relevant ads.
Built on the Kx platform, MRP Prelytix leverages the same technology used by financial traders throughout the world, analyzing and reacting to data instantaneously. For B2B marketers, this means more accurate account-based marketing (ABM) based on both historical and real-time data.
“With this new offering, our clients will be able to leverage real-time intent data and deliver dynamically generated HTML5 display advertising to every device within the buying center or corporate rooftop where buying decisions are being made. Predictive intent data will not only drive the new display targeting, but will also create a feedback loop that results in more accurate ABM scoring,” said Greg Wasserstrom, digital strategist at MRP.
Brainshark, Inc., delivering SaaS-based sales enablement and readiness solutions, welcomed Colleen Honan as chief sales officer. In this role, Honan will lead sales team initiatives worldwide, as Brainshark continues to help new customers on their paths to better sales training, coaching and overall effectiveness.
Over the course of her 20-plus-year career, Honan has specialized in selling software and services that support the B2B sales community. She was most recently vice president of worldwide sales at SiriusDecisions, where she led the firm’s business development, customer support, sales enablement, sponsorship and worldwide sales teams. During her nearly three-year tenure, SiriusDecisions saw rapid revenue growth and expansion globally. Previously, Honan also served as senior vice president of global sales and service for Avention.
Greg Flynn
“Colleen comes to us with a wealth of executive leadership knowledge, having had experience in almost every facet of the sales world. We’re thrilled to have such an accomplished and talented sales professional join our team, as we continue to move Brainshark into an exciting new era of innovation and growth,” said Brainshark CEO Greg Flynn.
Brainshark continues to build on its position as a leading innovator in the sales enablement technology space. Over the past few months, Brainshark has released a host of new product enhancements, won multiple industry awards, and publicly launched its research and innovation incubator, Brainshark Labs. The company welcomed more than 25 new customers in the second quarter of 2017, as more organizations choose Brainshark to effectively prepare their teams to reach new levels of sales productivity and results.
Colleen Honan
“Brainshark has shown tremendous momentum in the rapidly growing sales enablement software market, as companies crave new ways to improve sales effectiveness and achieve growth objectives. As a former Brainshark customer myself, I know first-hand the value it provides to sales organizations. I’m excited to join this team of passionate professionals and help Brainshark continue to cement its position as a market leader,” said Honan.
Acquisition Expands Discoverorg’s Data Offerings And Solidifies Its Position As The Leading Provider Of B2b Sales And Marketing Intelligence
RainKing, the leading marketing and sales intelligence SaaS provider, is now a DiscoverOrg company. DiscoverOrg has announced that it has acquired Rainking in a cash transaction to further solidify the company’s position as the world’s leading B2B sales and marketing data provider. By acquiring RainKing, DiscoverOrg has strengthened its position in delivering the most accurate intelligence that 4,000 sales and marketing teams use to accelerate pipeline and revenue growth. As per the latest information, the support and service for all RainKing products will continue uninterrupted.
By acquiring RainKing solutions, DiscoverOrg would be seamlessly connecting to 1 million decisions makers from 60,000 global companies that use the marketing and sales intelligence engine to drive sales opportunities.
Earlier this month, DiscoverOrg joined the Inc. Honor Roll, a distinction given to less than 10 percent of companies named an Inc. 5000 company.
DiscoverOrg + RainKing = Extraordinary Marketing and Sales Intelligence Engine
John Stanfill, RainKing CEO, said, “Our vision for RainKing has always been to build the world’s most accurate database to drive our customers’ growth. By joining forces with DiscoverOrg, we will realize that goal more quickly and more effectively than we would have independently.”
Henry Schuck, DiscoverOrg CEO and Co-Founder
Henry Schuck, DiscoverOrg CEO, said, “The path to rapid revenue growth is paved with highly accurate, actionable, and predictive sales and marketing data, and the combination of RainKing and DiscoverOrg means that our joint customer base has access to an extraordinary portfolio of data, contextual buying insights, and predictive intelligence. We are building a company that is to sales and marketing intelligence what Salesforce is to CRM.”
Long-Term Sales and Marketing Success, Backed by Research and Coaching
Key benefits for customers include –
Best of breed solutions and significantly increased investment in product innovation focused on accelerated data collection, deeper predictive analytics, enhanced account-based marketing capabilities, and seamless data optimization and enrichment in CRM, marketing automation, and sales engagement tools
Richer combined datasets delivered by an expanded research team, including deeper coverage of European IT contacts and broader coverage of non-IT lines of business such as sales, marketing, and human resources
A larger team dedicated to customer onboarding, training, and long-term sales and marketing success
DiscoverOrg Aiming to Bring Unmatched Accuracy in Data Science for B2B Marketers
Starting immediately, new data will flow into both platforms, and both sets of customers will see an increase in the number of companies, contacts, and buying triggers that they can access. Over time, DiscoverOrg will bring together the best features of each platform to maximize customer value.
Both RainKing and DiscoverOrg were founded in 2007, have earned multiple consecutive rankings on the Inc. 5000 list, and leverage in-house research teams to verify data, guaranteeing an unparalleled level of accuracy in the market.
Customers are able to quickly identify their target accounts, predict and prioritize them based on their likelihood to purchase, and directly connect with the right buyers at the right time with verified direct-dial numbers, email addresses, and organizational charts.
John Donlon, Senior Research Director at SiriusDecisions
John Donlon, Senior Research Director at SiriusDecisions, noted, “As the market continues to move toward account-based engagement built on a deep understanding of buying centers, investing in high quality data has become even more critical. Simply relying on information scraped from the web is not enough to succeed, but leveraging human-verified sales and marketing intelligence gives organizations a distinct advantage in all aspects of revenue generation.”
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Two titans of Account-based Marketing have joined forces to catalyze the next wave of ABM integrations into established MarTech systems. 
