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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. This is a nice extension of Demandbase’s existing account-based marketing capabilities.

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. Let’s start with DemandBase.

Trending Sources

Eloqua, TopRank, Demandbase and More – OMS Minneapolis Wrapup


The sales “discovery&# call, where a sales rep spent an hour learning about a prospect’s issues and pains, is extinct. Don’t overlook the value of native searches on LinkedIn, Twitter, YouTube and Technorati. Greg Ott , Demandbase.

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

The Point

You can even make comparisons to the display advertising offered by Internet darling LinkedIn , through whom B2B marketers can also target prospects by industry, company size, even job title.

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

Smashmouth Marketing

In the world of sales, selling doesn''t start until a conversation starts with the prospect. The prospect is typically educated more than an outbound generated lead, they are thinking about the topic that your product or service addresses, and the time is fresh to start the conversation.

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

Customer Experience Matrix

I 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. 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”.

How to Drive More Sales with Intent Data


Vendors like Demandbase and Marketo website personalization leverage this information to personalize the content displayed. Anonymous 3rd party topic data can be incorporated into predictive account scoring models to determine prospective accounts’ likelihood to buy.

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. Send your prospects actual mail.

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 Features include: - a ranked prospect list, based on measures of interaction intensity (represented by one, two or three flames) and prospect value (up to three stars).

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. Email templates are kept in the CRM.