"For ABM practitioners, being able to go beyond the account to the contact level is critically important to drive deeper relevance and specificity," said Matt Senatore, research director, SiriusDecisions. "For those companies focused on lead generation within target accounts, technology that can help automate this is an important component that enables their ABM programs to scale more efficiently."
The new feature comes at a time when ABM is gaining traction with the B2B community. In a survey of 500 B2B marketers released today from both companies, 97 percent of respondents reported that they are currently running or planning an ABM program. Sixty percent list their primary objective as converting target accounts to leads or opportunities. However, their number one challenge is the inability to identify specific decision makers within target accounts. Demandbase and Integrate together have solved this challenge.
"The adoption of ABM by B2B marketers is accelerating as technology now makes it possible to market to tens or thousands of accounts at scale," said Chris Golec, CEO of Demandbase. "In fact, with Account-Based Advertising, we've seen customers experience a three times increase in lead conversions from target accounts. Now our partnership with Integrate will enable B2B marketers to tie their programs closer to business impact."
The partnership includes product integration where accounts demonstrating increased engagement from Account-Based Advertising are synchronized with Integrate's software. Integrate then orchestrates demand generation campaigns across an ecosystem of media partners to engage key stakeholders within those accounts and generate leads. The qualified lead data is then imported into the client's marketing automation system to be scored and injected into the sales process and reporting is pushed back to Demandbase's Account-Based Advertising dashboard.
"By transforming the process of demand generation, Integrate streamlines and automates prospect acquisition," said Jeremy Bloom, CEO of Integrate. "In our work with Demandbase, we make it easier and faster to receive quality prospect data that is automatically populated in your database, rejecting leads that fail to meet your criteria so you get what you pay for. Because our solution works so quickly, marketers can act on leads instantly and sales people no longer have to spend time hunting for the right person in their target accounts."
Demandbase and Integrate are hosting a webinar about lead generation and Account-Based Advertising on Wednesday, March 30. To attend, please RSVP here.
Demandbase, the leader in Account-Based Marketing, enables B2B companies to identify and target the accounts they value most, and then market to them across the entire funnel. The Demandbase B2B Data Cloud is the definitive B2B database and technology for targeting accounts and specific segments within those accounts. The B2B Data Cloud supports customers across their existing, full marketing technology stack and powers The Demandbase B2B Marketing Cloud, which is the only subscription-based ad targeting and web personalization solution that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the accounts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line. Enterprise leaders and high-growth companies such as Adobe, Salesforce.com, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance. More information can be found at http://www.demandbase.com or by following the company on Twitter @Demandbase.
Integrate is a marketing software provider on a mission to arm demand marketers with the tools, insights and integrations required to change the way they execute demand generation. Integrate's software enables demand gen and marketing ops pros to manage the lifecycle of outbound demand generation programs and seamlessly connect resulting data with marketing automation systems – including Oracle Eloqua, Marketo and Pardot. The end results are more efficient marketing organizations; cleaner, faster prospect data; and increased marketing ROI. Visit www.integrate.com or follow @integrate to learn why innovative companies like TIBCO, DocuSign, Dell, Five9, Iron Mountain and CA Technologies, Inc. trust Integrate.
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