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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


Among Steve’s observations and insights from the summit: • The buying process is now 1) online, 2) all about the buyer, and 3) complex (multiple stakeholders). • The sales “discovery&# call, where a sales rep spent an hour learning about a prospect’s issues and pains, is extinct. Greg Ott , Demandbase. Steve Woods , Eloqua. Don’t be boring! Angie Schottmuller.

B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This?

The Point

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). Technically, it should be possible.

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. This tailoring may include insertion of data directly into a message, such as “Dear {first name}.” Or it may use data-driven rules to select contents within the message, such as “show a ‘see demonstration’ button to new prospects and a ‘customer service’ button to current customers”. Awesome!

5 Fixes for Common Account-Based Marketing Faux-Pas


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. On LinkedIn? 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). Don’t do that.

Social CRM: The Latest Evolution for Managing Customer Relationships

Modern B2B Marketing

The days are long gone when sales representatives could rely on their ability to “read” prospects to make the sale, thanks to buyers researching their purchases online. The need to better understand online behaviors to convert leads jump-started the evolution of customer relationship management (CRM). One very vital element of social CRM is social selling, which leverages Web 2.0

73 Experts Reveal B2B Marketing Trends to Leverage in 2017


Maximise your presence on Twitter and LinkedIn to harvest relationships. Marketers should consider new forms of personalization (think video, interactive, and web) to cut through the clutter and engage prospects. Look for opportunities to develop fun quizzes that can either test prospects’ knowledge, or provide a multiple choice quiz that helps a prospect define their “group” (i.e.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within I had a personal demonstration last week (are you impressed?), but there’s an online demo that seems to cover pretty much the whole product. This can be integrated with Demandbase and Jigsaw to download the names of contacts at those firms. The idea is to help the sales rep decide who to call first.

True Social Selling

Modern B2B Marketing

Years ago a successful sales representative knew how to optimize their time by ‘reading’ their prospects.   The key to the salesperson’s success was interpreting the signals of their prospect, allowing them to focus their time when it was needed most, at pivotal moments during the buying process with those most likely to buy. 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. Email templates are kept in the CRM.