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Data Plus MarTech: HubSpot and Demandbase Join the Race

Customer Experience Matrix

The first was HubSpot ’s announcement yesterday that its CRM offerings would now include access to a 19 million account prospecting database. The second was Demandbase ’s acquisition of data-as-a-service vendor WhoToo , which offers its own set of 250 million profiles relating to 70 million business processionals. No, not one bit.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

I had a fascinating chat earlier this week with a client who described his vision for using DemandBase to tailor messages to Web site visitors from target accounts, using Bizo to further tailor messages to individuals by title, using all this data to synch inbound and outbound campaigns in Eloqua , and eventually driving everything with predictive model scores from a tool like Lattice Engines. Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions.

Eloqua, TopRank, Demandbase and More – OMS Minneapolis Wrapup

Webbiquity

Greg Ott , Demandbase. Much of his presentation reflected, indirectly, the capabilities of the Demandbase tool. It was three days of drinking from a firehose of expertise from an impressive lineup of speakers, but did the conference deliver the goods? Here’s a recap of a few of the key sessions and conversations from the summit. Steve Woods , Eloqua. Don’t be boring!

7 B2B Advertising Opportunities You Are Probably Missing

Digital B2B Marketing

CRM Retargeting. With CRM retargeting, one of the newer options included in this list, you can target people in your email database across the web. Providers: Bizo, Demandbase, Neustar. Media adroll advertising bizo chango CRM Retargeting Demandbase fetchback kontera LinkedIn liveramp neustar retargeter retargeting search retargeting Simpli.fi Search Retargeting.

Top 40 Twitter Feeds You’re Not Following

It's All About Revenue

Neil Davey – A journalist, Neil reports on the CRM industry. Jen Pockell-Wilson – A VP at DemandBase, Jen is a demand generation guru. by Jesse Noyes | Tweet this Social media is a meritocracy, right? Well, not always. The plethora of voices social media unleashed on the world means getting attention can be tough. Often people with great things to say go unnoticed. Nowhere is this more true than on Twitter. So to help remedy the situation, we present our pick for top 40 Twitter handles you may have missed. Read through it or you can follow the whole Twitter list here. M. Facebook.

BtoB 25

45 Impressive Marketing Operations Champions You Should Follow [Infographic]

bizible

Demandbase. CRM and Marketing Ops. Marketing operations success continues to grow in importance. The marketing operations function allows organizations to deliver the right message to the right segment at the right time. Who are these unsung heroes? We gathered together a variety of marketing operations professionals spanning numerous industries. Kimi Abdullah. Creative Niche. Webydo.

From 50 to 5,000 to 5 Million!

Lattice

For example: Demandbase  targets 3,000 accounts as part of their program. financial payments processor targets millions of accounts – they target the “S” side of the SMB market. I was fortunate to have hosted Sangram Vajre, CMO and Co-Founder of Terminus and Peter Isaacson, CMO of Demandbase last week in a  webinar  about how you can scale account-based marketing.

DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

Summary: DemandBase has added real-time access to its data identifying Web site visitors, enabling Web sites to deliver customized pages. It’s more than a year since my original post about DemandBase. According to DemandBase, this compares with one to two seconds for conventional IP address look-ups. ABR gains its speed by querying DemandBase’s own database rather than querying external directories. These features were already available from DemandBase: what's new with ABR is exposing the data to other applications through a real time API. Clever folks.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

For B2B marketers, this has happened mostly through Demandbase and what was formerly Bizo (now part of LinkedIn). The system imports lists of target accounts from a company’s CRM or marketing automation system, or lets clients build their own lists from Terminus’ own B2B company database. Terminus imports opportunity stage from the CRM system and can use this in segmentation.

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

Programmatic buying removes those complexities and middlemen, and then leverages data to allow both marketers and their agencies to more efficiently apply advertising dollars on scalable, yet highly targeted campaigns. (HS) I remember back in 2012 when companies like Demandbase and Bizo (now part of LinkedIn ) first announced “company targeted advertising.” Let’s start with a definition.

Ads 94

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. Yesterday, Demandbase announced a new software suite to help marketers harvest passive traffic visiting Web sites. Feel free to chime in if I did.

@HubSpot Eliminates 2 Billion Cold Calls (from #Inbound13)

Smashmouth Marketing

Or use tools such as DemandBase to dynamically append data. Use tools such as HubSpot, your CRM, or other tracking systems to know how your company has interracted with the prospect in the past. personally may have benefitted by 1 or 2 a day. Inbound marketing techniques continue to evolve, and HubSpot is the pioneer for Inbound. Things to remember: Scrub the data. Know your history.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

In this post, we wil feature case studies in the areas of content marketing, social media marketingm social CRM, social selling, LinkedIn marketing, and webinars. SOCIAL CRM ALLINA HEALTH : Used CRM to manage its data warehouse. Within 2 years, the CRM initiative had an ROI of +152% and generated $1,052,828 each year. Is it harder or are we not looking hard enough?

Targeting B2B Companies with Online Display and Social Media Advertising

NuSpark

Demandbase just recently unveiled their new company targeting platform. Bizo also allows you to retarget firms in your CRM or marketing automation platform.  The keys to effective banner advertising campaigns are targeting, message, and efficient pricing models. . Therefore, this is my third and final post in this series on display advertising targeting opportunities. Really. .

Social CRM: The Latest Evolution for Managing Customer Relationships

Modern B2B Marketing

The need to better understand online behaviors to convert leads jump-started the evolution of customer relationship management (CRM). With CRM, organizations benefit from increased operational effectiveness, easier access to data and improved collaboration. One very vital element of social CRM is social selling, which leverages Web 2.0

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

ended up with six functions**: ABM Process System Function Comment Identify Target Accounts Assemble Data Data includes existing accounts and contacts from marketing automation and CRM, external information including events and interests, and information about net new accounts and contacts. Execute Interactions Deliver Messages Execution These are systems that actually deliver messages in channels such as email, display advertising, social media advertising, the company Web site, or CRM. Hopefully the result is worth the effort. The fundamental challenge was two-fold. Awesome!

Driving Engagement and Conversion with Marketing Apps

It's All About Revenue

“ As far as marketing technology, my must haves are [Oracle] Eloqua, Demandbase, Influitive, Mintigo, Social123, Lattice Engines, Insightpool, inadco and more. CRM Integrations. So you’ve bought the latest new marketing roadster with high-tech features. Now you’re looking to extend its stock performance. Hitting the Open Road. Planning the Journey. Content Marketing.

The Rise of the Marketing Technologist – Part 1

ANNUITAS

It reminds me of a post I wrote while at Demandbase called Marketing is a Mix Tape which still stands up and speaks to the problem of the perceived “ease” of marketing automation and other marketing technologies. Things really started to get serious when Laura McClellan from Gartner said that thing about marketing technology. It’s all so very, very true. And also so very, very problematic.

4 Types Of MarTech Stacks With Big Implications For Marketing Operations

bizible

MongoDB, DemandBase and Ion Interactive are great examples of the one direction theme. These marketing operations leaders understand how each software solution, i.e. point systems, connects to the central data platform (whether it’s the CRM, MAP, or DMP). Marketers get a lot of insight by learning about the unique ways other marketers think about their marketing technology stack.

3 Powerful Ways to Kick-Start Your ABM Program and Get More Big Elephants

Vidyard

Look at those videos that influenced closed deals in your CRM system and those that held a long attention span (ideally longer than 80%) in your video marketing platform. Using a tool like Terminus or DemandBase , you can create customized ads like this one below that Salesforce served up to Hoover’s about financial services. Why is ABM such a loved strategy? leads. Procurement.

How Content Marketing Impacts Your Bottom Line [Infographic]

Hubspot

Demandbase generated $1 million in new business from an on-site bundle that included a white paper, infographic, webinar, and Slideshare. 2) Outline a targeted promotions strategy for off-site content. The result: the CRM earned more than 65,000 social shares and broke its record for new subscriber sign-ups. 3) Be patient. Note, though, that they did not see these results overnight.

The Next Generation Platform for Account-Based Everything is Here!

Lattice

For example: Demandbase runs an account-based program across 3,000 accounts (including enterprise and mid-market segments). But now, marketing and sales can now use the score along with data from our Lattice Data Cloud (which tracks 150M+ companies, 250M+ contacts and 30,000+ signals per company) right within your marketing automation and CRM systems. invite you to learn more.

SMB 23

5 Fixes for Common Account-Based Marketing Faux-Pas

Vidyard

Depending on its capabilities, you may be able to reconfigure your CRM/marketing automation suite to perform some ABM tasks, like tracking account-level metrics and creating new opportunities. Again, your CRM/marketing automation suite should help a lot here, provided you can assign multiple lead profiles to the same opportunity. If you use a more basic suite with limited reporting tools, you may want to look for an ABM platform that can track and analyze account engagement (something like DemandBase or Engagio should do the trick). But what if that isn’t happening?

The Lead Generation-Inbound Marketing- Funnel Optimization Toolkit

NuSpark

Besides Google’s website optimizer, we work with firms such as Ion Interactive and Wider Funnel , but also utilize Demandbase and ReachForce to further improve conversion optimization efforts.  Similarly, marketing automation is the link between inbound campaigns and CRM platforms.  By strategically managing the lead scoring and nurturing process, sales people engage with better quality prospects, and that means shorter sales cycles, and increased win rates.  In the old days, we had a phone.  Rate cards were actual cards.  Budgets determined using Texas Instruments’ calculators. 

Who Goes to Eloqua Experience?

It's All About Revenue

Brainshark   Cloud2U   Couch & Associates   Salesforce Data.com   DemandBase. Astadia   Bluewolf   Bulldog Solutions   Catapult   CRM Technologies   Extraprise. by Jesse Noyes | Tweet this The sponsorships are spoken for, registration is closed and Eloqua Experience is less than a week away. But some of you out there might be asking, “Who goes to Eloqua Experience?”.

Abandon Your Marketing Automation System!?

LeadSloth

Basic lead scoring features are built into Salesforce.com, and data quality tools are available from vendors like Ringlead , CRM Fusion and Datatrim. Notifications of companies visiting your website are available from Leadlander , Netfactor , LEADSExplorer and DemandBase. That is great for manageability, but – if you have the habit of qualifying leads before sending them to the CRM system – you now have a database full with unqualified leads. I’m working on an interesting project right now: moving away from a marketing automation system. Background. What is easy to replace?

The Rise of the Marketing Technologist Part 2: Who Owns The Marketing Technology Stack?

ANNUITAS

In their recent white paper called  The Marketing Technologist – A New Role For The Modern B2B Marketing Organization  marketing technology personalization platform Demandbase makes a good case as to why the marketing technology stack needs to be owned by marketers. Should the marketing technology stack be led across the business? But how have they been doing? So what is the answer?

From 50 to 5,000 to 5 Million!

Lattice

For example: Demandbase targets 3,000 accounts as part of their program. financial payments processor targets millions of accounts – they target the “S” side of the SMB market. I was fortunate to have hosted Sangram Vajre, CMO and Co-Founder of Terminus and Peter Isaacson, CMO of Demandbase last week in a webinar about how you can scale account-based marketing.

Turning Web Site Visitors into Paying Customers

delicious b2bmarketing

asks Martin Longo, chief technology officer of startup Demandbase , based in San Francisco. Last week, his company released a tool, called Demandbase Stream, that aims to answer this question. Demandbase Stream, however, shows which IBM office the visitor came from, and what departments are located there. Is Vertical CRM Right For Your Organization? ERP Internet Cust.

Vendemore Moves B2B Display Ad Targeting Towards the Bottom of the Funnel

Customer Experience Matrix

My post last month on DemandBase and Bizo ’s products to target Web display ads at individual businesses resulted in a call from Vendemore , a Stockholm, Sweden-based firm that has been providing similar services for seven and a half years. API integration with CRM and marketing automation systems also lets those systems assign businesses to the target lists.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

This can be integrated with Demandbase and Jigsaw to download the names of contacts at those firms. Marketo is a Force.com application that works only with Salesforce.com, while Eloqua works with several CRM products. That will put the business marketing world pretty much where consumer marketers have already landed: most companies will use the marketing features of their CRM vendors, except for a relatively small number of businesses with marketing needs so advanced that they can really need the special features of a “best of breed” system.

Getting More Out of Each Click with "Post-Click Marketing"

WebMarketCentral

it) integrates Website Tracking, Business Intelligence and Sales CRM into a powerful on-demand application for capturing detailed information on your website's Business Visitors." Demandbase is a simple, elegant lead enhancement solution with an affordable starting point at under $200 per month. One answer to this challenge is provided by "post-click marketing," a.k.a. Was that you?

True Social Selling

Modern B2B Marketing

Sales can view a list of all of their leads in their CRM. Sales can sort their leads in their CRM by priority, allowing them to contact leads when they need the most attention. Sales can see the companies in their territory that visit your website, and can access and import key contacts at those organizations into their CRM. Sales can access Jigsaw, Demandbase, & LinkedIn directly through the tools they are already using. Sales must learn to use new email tools inside their CRM or other external tools requiring training. True Social Selling.

Salesforce Buys Jigsaw – What it Means for B2B Marketing and Sales

Modern B2B Marketing

Other companies are also starting to deliver this real-time data augmentation capability, most notably another Marketing Cloud alliance member, Demandbase.). Further, when data services live in the cloud alongside your CRM and marketing automation systems, it creates the opportunity to maintain your lead and contact database automatically. Jigsaw already provides some of these capabilities today via their enterprise products such as DataFusion, and this acquisition should give them the resources to do even more while remaining open to other CRM and marketing automation solutions.