Tag: ABX Platform

Demandbase Smarter Sales Intelligence

Demandbase Smarter Sales Intelligence brings together first and third-party intelligence.

ABX Platform Demandbase announced a Smarter Sales Intelligence solution that combines Demandbase Sales Intelligence with additional tools, data, and prescriptive insights.  UX enhancements include prescriptive dashboards with personalized account and contact recommendations.

The firm had a little fun with its press release, publishing a semi-tongue twister headline, “Demandbase Saves Stressed Sellers by Simplifying Sales with Smarter Sales Intelligence.”  But wait!  There’s More!  Demandbase also released a 90-second infomercial touting their Sales Intelligence solution that “consolidates sales intelligence tools in both first and third-party data, and all in one place.  It’s like having a superpower for smarter selling!  Get easy access to insights, best-in-class predictive models, and contact recommendations integrated within your existing tools.”

Many of the UX changes were based on customer feedback, with the critical account information at the top.  Content includes the journey stage, top intent keywords, people, predictive scores, and firmographics.

“The idea is that we’re bringing all the information that sellers care about and then presenting it on one screen so that they don’t have to go places to find it,” explained Demandbase Senior Product Marketing Manager Travis Breier to GZ Consulting.  “It’s a unification of the data.”

Sellers “don’t enjoy the research aspect” of account-based selling, continued Breier.  “They just want to be doing outreach.”  Therefore, Demandbase is “meeting the sales reps “wherever there’s spending time, whether that is their browser, CRM, or SEP.”

The Prescriptive Sales Dashboard provides a “unified and prioritized view of a seller’s territory/account list.”

Prescriptive Sales Dashboards proactively inform sellers where they should direct their attention, when they should reach out, and what they should say.  Both accounts and contacts are recommended, with suggestions specific to each rep’s territory.  The Dashboard calls out the top accounts and contacts for outreach based on activity and intent; that is, which leads have the highest probability of converting into opportunities.

The Sales Dashboard offers multiple filters, identifying accounts that:

  • “I should reach out this week.”
  • “have been in the news recently.”
  • “are most engaged.”
  • “have the highest intent.”
  • “have a high likelihood to become an opportunity.”

And contacts that

  • “I should reach out this week.”
  • “Are not in my CRM.”
  • “Are part of the buying group and from Top Accounts.”
  • “Are former buyers.”
  • “Are trending on my website.”

High engagement lists are likely to be compelling for reps.  In many cases, they will be aware of the engagement as they are directly involved.  Still, there will also be situations where they are unaware of the engagement (e.g., Customer Success set up a trial at the account or individuals attended a webinar or responded to a marketing campaign) and missing an opportunity for outreach.

Recommendations are not black-boxed but include engagement data and known contacts in the buying group.  If a rep disagrees with a recommendation, a feedback button helps train the model.

“One of the biggest risks when you’re trying to get adoption from the sales persona on something like this, is losing their trust,” explained Breier.  “We want to give some context and qualify the recommendation that we’re making.”

Demandbase also identifies and recommends contacts for outreach, even if they aren’t currently in the CRM.  Along with names and titles, Demandbase feeds emails, mobile phones, technographics, intent signals, and persona-based messaging.  New fields include Demandbase’s predictive scores:

  • Pipeline Predict Score: How likely an account will become a pipeline opportunity.
  • Qualification Score: Likelihood an account will ever become a customer, regardless of where it is in the buyer journey.

Demandbase continues to build out its data coverage, with 83 million companies, 147 million contacts, 87 million emails, and 40 million direct dials. Much of its third-party content was integrated after they acquired InsideView and DemandMatrix two years ago.

Account Insights displayed within the Outreach Demandbase tab (new UX).
People Insights displayed within the Outreach Demandbase tab (new UX).

Furthermore, Demandbase simplified its user interface to display the most important information about prospects and customers.

Yesterday, I wrote about Demandbase’s new Outreach connector which integrates Demandbase’s Sales Intelligence product within the Outreach Sales Engagement Platform.

Demandbase / Outreach Integration

Demandbase announced a native Outreach integration with other SEPs in development.  Streamlining Sales Intelligence and Sales Engagement allows reps to “focus on engaging with prospects and closing deals, rather than wasting time on manual tasks.”  The I-frame integration supports core Demandbase Sales Intelligence functionality within Outreach workflows.  For example, sales reps can research companies and contacts, build lists, and launch Outreach sequences inside of Outreach.

The Demandbase Sales Intelligence Watchlist displayed as an I-frame tab in Outreach.

Users will see common information, tools, and workflows presented in the same format as their CRM but in Outreach’s Account, Prospect, and Opportunity records.  There is also a standalone tab in Outreach similar to the Demandbase standalone tab found in CRMs.  This Custom Tab supports company and contact searching, prospect list building, connection management for warm introductions, customer and prospect news tracking, and custom buying trigger configuration.

“We’ve noticed that the order of preference as far as where sellers spend time actually starts with their SEP – So, Outreach.  And if they have to, they’ll go to CRM,” observed Demandbase Product Marketing Manager Travis Breier.  “When you look at Outreach users who have Demandbase and Outreach, they can spend all of their time within Outreach and never have to go to the Demandbase platform.  They’re not missing out on any information… It’s just one less thing that they have to learn and one less barrier to access the Demandbase information.”

“Being a seller has never been easy, but the proliferation of data and tools has led to stressed-out sellers with lost productivity, lower quota attainment, and less revenue,” says Gabe Rogol, chief executive officer at Demandbase. “With our simplified and smarter Sales Intelligence solution, reps no longer need to waste precious time figuring out their next steps and executing them.  Instead, they can close more deals and make more money.  Think of our intelligence as a sales superpower, all within the tools sellers use every day.”

Demandbase Sales Intelligence is integrated with Salesforce, Microsoft Dynamics 365, Outreach, Slack, and browsers.  The Sales Engagement integration enables reps to add contacts to Outreach sequences and personalize the messaging.

“Integrating Demandbase’s Sales Intelligence directly within our platform will unlock new levels of value for sales teams looking to efficiently create and predictably close more pipeline,” said Outreach CEO Manny Medina.  “With this next-generation integration, sellers can more easily and quickly find and contact accounts, get data-focused insights, and unlock new levels of productivity — all while never leaving the Outreach Sales Execution Platform.”

Demandbase recently dropped the Cloud Designations for its products, emphasizing its unified functionality within the Demandbase One platform.

“We found that it kind of creates this illusion of complexity that we don’t feel serves it justice as far as the actual products you’re spending time in,” said Palmer.  “They’re even more interconnected.  Most of our customers are now buying three or more products.  We’ve got bundles and packages of everything, so we’ve just moved away from that whole cloud nomenclature to just Demandbase One.”

The Cloud services will now be called Demandbase ABX, Demandbase Advertising, Demandbase Sales Intelligence (FKA InsideView), and Demandbase Data.

A Hot Leads feature that provides SDRs with key engagement insights and the ability to take action on unknown leads will soon be available.  Hot Leads will be displayed in the Prescriptive dashboards and identified by engagement activity, intent, recency, news/company/job changes, technographics, etc.  Hot Leads will be GDPR and PII compliant.

In other news, Demandbase was named a Notable Provider in Forrester’s Account-Based Selling Technologies Landscape, Q2, 2023 report.  Seventeen vendors were included in the report.  Account-Based Sales vendors “improve visibility into the potential of each account; increase sales rep efficiency; and increase pipeline value (deal size), win rates, and forecast accuracy.”

“The landscape for B2B GTM teams continues to change at [a] breakneck pace.  At Demandbase, we’re committed to shaping that market evolution to empower our customers to achieve their most audacious goals,” said Demandbase CPO Brewster Stanislaw.  “This year, we’ve placed a deep focus on making sellers’ jobs easier and more effective with AI-powered insights and seamless workflows, and we believe our inclusion in this report further validates that direction.”

Continue to my coverage of Demandbase Smarter Sales Intelligence.

6sense Revenue AI for Sales

6sense Revenue AI for Sales helps prioritize account activity.

6sense released Revenue AI for Sales, its account prioritization platform that identifies in-market accounts and recommends contacts in an “anonymous world.”  The service assists reps with prioritization, research, multi-threading, and personalization.

“Information overload is killing sellers’ productivity.  In today’s rapidly changing business landscape, we need to give sellers the tools they need to reach new heights.  This means giving sellers sales technology that helps them spend more time selling and less time on unproductive activities,” said CEO Jason Zintak. “We’ve already transformed marketing teams by revealing and targeting accounts and engaging anonymous buyers.  Now we’re giving sales teams a massive upgrade from their legacy database vendors.  This puts 6sense in a new category where we can innovate and lead, just like we have with others like predictive analytics and ABM.  Early momentum from customers making the move to a better selling experience demonstrates the potential for impact.”

The Persona Map identifies engagement activity by role and level.

Revenue AI for Sales illuminates the “Dark Funnel,” where 97% of B2B research is conducted anonymously.  6sense ties new buyer intent signals with account and contact intelligence.  Recommended Actions prioritize engagement and suggest which contacts to acquire and reach out to.  6sense offers first-party (visitor), second-party (G2 and TrustRadius), and third-party (Bombora) intent signals.  It supports both topic and keyword intent alongside buying stage.

A Persona Map provides a visual map of the buying team, helping promote multi-threading and suggesting unknown buying team members.  The map includes contact details, activities, and talking points.

People and company pages highlight company hierarchies, job insights, technographics, and psychographics.  Contacts and accounts can be sent to CRMs, pushed to SEPs for engagement, and contacted via email, phone, or LinkedIn.

6sense insights are supported by a Chrome extension, allowing reps to prospect on the open web and identify potential buyers.

Prioritization Dashboards highlight in-market accounts and insights.  6sense also alerts reps to important account activity, recommended actions, and new buyer intent signals via email and Slack.

“Challenges exist on multiple fronts today as sellers have to navigate through a constant barrage of information and noise, plummeting productivity and increasing frustration,” said CTO Viral Bajaria. “With our AI-driven solution, sales teams will be able to focus on what they do best – building relationships and closing deals – while our technology takes care of the rest.  6sense Revenue AI for Sales uses the power of AI, big data, and intelligence to give sellers confidence in their ability to close more deals and be the trusted advisor their customers want and need.”

6sense maintained its momentum last year, growing revenue by 70%.  The company attributed its ongoing growth to its “strategic focus on new product introductions, market expansion, and ecosystem growth.”

New product introductions included the October release of Conversational Email.  The module, which leverages Generative AI, intent, and pre-intent data, dramatically enhances productivity when sending marketing and sales emails and fielding responses.  Conversational email composes “relevant and hyper-personalized emails to qualify and convert leads at scale.”  6sense claims its customers enjoy a 50 percent reduction in deal-cycle time, a 150% increase in average deal size, and $900K of new pipeline activity in four weeks.

“The results of the past year’s performance are a major achievement that demonstrates how the team’s hard work has paid off,” said Brian Ascher, Partner at Venrock.  “As 6sense continues executing against commitments and the product roadmap, we expect to see this upward trend maintain its momentum.  This is what the larger investor community loves to see, and we are proud of the 6sense team delivering these results.”

Other enhancements include ongoing investment in the Slintel database and the release of 6sense Pipeline Intelligence based on Fortella.  Both Slintel and Fortella were acquired in H2 2021.

“6sense offers billions of data points of market-leading account and contact data along with best-in-class curated data, enhancing a customer’s own first-party data sources and tech stacks to deliver powerful B2B go-to-market strategies, insights, and orchestrations,” claimed the firm.

6sense continued to grow its partner ecosystem with new integrations, including HubSpot, Microsoft, and Integrate.  In addition, its integrations with Dynamics and HubSpot CRM support prescriptive sales dashboards and buyer insights.

“Throughout the past year, we’ve built upon our growth in meaningful ways and continue to provide our customers with tangible value that impacts their bottom line,” said 6sense CEO Jason Zintak. “Using our own platform is essential to our success and puts us in a unique position where 6sense Revenue AI is a competitive advantage – both in our own category and where our customers compete.  Looking across our customer base, we see revenue generation is 120% more effective when using 6sense, their deal size doubles, and win rate increases 4X.”

The firm has expanded internationally over the past year with an increasing presence in EMEA and APAC.  The London office grew to 45 full-time employees, and APAC has over 400 employees in India and Singapore.

6sense employment growth (Source: LinkedIn)

Demandbase Standalone Intent

Both services provide keyword intent, with Standalone Intent delivered to third-party platforms. (Source: Demandbase)

ABX Platform Demandbase, which also offers a data cloud and sales intelligence solution, rolled out its keyword intent dataset for third-party platforms.  Demandbase Intent is available both inside the Demandbase One platform (embedded) and delivered to other platforms (standalone).  Demandbase Intent joins Demandbase’s other Data Cloud assets, including firmographics, technographics, and contacts.

Standalone Intent, which supports 375,000 keywords and ingests 18 billion daily signals, provides buying signals for predictive models, data stores, and analytics.  Data is delivered via API, cloud delivery, or CSV flat files.

New keywords are added weekly, with historical intent maintained for twelve months.

Demandbase Intent helps marketing teams target in-market accounts and refine their messaging.  Furthermore, Demandbase Intent can trigger campaigns, avoid churn, and expand accounts.

“Our intent takes multiple sources into account, providing a much stronger and more accurate signals than others in the space,” said Demandbase VP of Product and Industry Marketing Jackie Palmer.  “By using Demandbase Intent, data scientists, corporate strategists, and sales and marketing analytics professionals can build and improve their predictive models, helping them to better understand buyers’ goals and navigate the anonymous buying journey.  As they identify patterns, trends, and opportunities, they can be more precise in prioritizing accounts and gaining deeper insight into their revenue potential.”

Demandbase claims that its keyword library provides superior targeting compared to taxonomically-based intent datasets, allowing vendors to target niche industries and segments, track competitor offerings, and dovetail on partners’ intent.  Furthermore, customers can add new keywords “to fit their needs, whereas other intent providers limit customers to a finite, predefined list of topics.”  They can then feed keyword intent to their data lakes, data warehouses, or business intelligence platforms, making the intent data available to data scientists for propensity-to-buy models.

Palmer told data scientists, “What you can do is build your…propensity-to-buy models, all the different things you need for predictive analytics around your account intent activities.  You can stream that directly into your CRM systems, marketing automation systems, or any go-to-market systems that you need to.”

Demandbase Intent can be used alongside other intent datasets.  Demandbase One also supports Bombora’s third-party intent, G2 second-party technology research intent, website visitor intelligence, and other datasets licensed by its Demandbase customers.

“Our mantra is the more intent data, the better,” Palmer explained to GZ Consulting.  “So, that’s why within the platform, we always integrate with Bombora, G2, etc.  But this is now for standalone people that may not want the Demandbase platform but also want to add additional concepts of intent into their data lakes [and] data warehouses.”

Furthermore, keyword intent is “totally complementary” to taxonomic intent data sources.

The Demandbase AI assesses keyword usage and the age of the article (older articles provide higher relevance), related articles the user has read, and “rare and hyper-qualifying keywords and themes to identify personas and buying committee roles.”

“We track the relevant articles,” explained Demandbase Data Cloud Product Marketer Imran Ahmed to GZ Consulting.  “If you want to look at how the market does it, they do it through co-ops.  They do it through metatags.  We’re doing it through articles that help us identify not only the keywords but help us gather all the users looking at those keywords across the web.  That brings up signal relevance and helps us get more granular and more exposure.”

Demandbase Intent does not look at Google search terms but looks a layer deeper at which articles are being viewed.

“Demandbase intent data is based on years of AI research and delivers more breadth and relevance than any you’ll find anywhere else.  Why?  Because we own the technology to identify anonymous accounts and pair that with our direct access to the bidstream — the source for the most intent signals.  Then we beef up the relevance of those signals using a combination of AI and natural language processing.”

Standalone intent is priced per keyword.

Standalone intent has been generally available since December and already has several clients.  However, due to the calendar, the firm held off on announcing the service until late January.

Demandbase Intent by the Numbers (Source: Demandbase)

Resources

Terminus Funding Round

Terminus Funding Summary (Source: Crunchbase).

According to Atlanta Inno, ABX Platform Terminus has completed all but $1.5 million of a $24 million raise.  The round was smaller than its $90 million March 2021 round.  Twenty-eight investors participated.

The round follows a May restructuring.  At the time, the staffing cuts were estimated at 15% of its workforce.

In total, the firm has raised $140 million.  It also closed on a $50 million debt facility with CIBC in Q4 2021 around the time it acquired CDP Zylotech.

The funding round has not been press released, and Terminus did not provide any comments to Atlanta Inno or GZ Consulting on the round.

Gartner recently named Terminus a Leader in its Q4 2022 Magic Quadrant for Account-Based Marketing Platforms.  Terminus offers a “full range of ABM capabilities, including “broad support for channels including display advertising, retargeting, social advertising, website personalization, website chat, and tracking for email with personalized dynamic signatures.”

Gartner called out Terminus’ “strong and broad native channel support that includes advertising (display, retargeting, video, connected TV, and audio), site personalization, chat, and email tracking.

Gartner also praised Terminus’ “industry-specific playbooks” that “help customers implement use cases such as brand awareness, pipeline building, and acceleration, retention, and expansion.”

Demandbase CRM Connectors

Demandbase sales and marketing engagement data can be visually displayed in Dynamics 365.

Demandbase unveiled a pair of CRM connectors for HubSpot and MSD 365.  The bi-directional, native integrations allow Demandbase One to push data into the CRMs for automated workflows, Lead-to-Account mapping, tracking, and responding to engagement activity.  Syncing is performed nightly.

“This release creates a unified interface that empowers revenue operations, sales, and marketing teams to grow predictable pipeline and close larger deals,” blogged Demandbase Senior Product Marketing Manager Travis Breier.  “The integrations enable a variety of rich workflows for customers to enhance their analytics, derive valuable insights, target more efficiently, and build reporting that aligns with their own CRM data set and their GTM needs.”

Demandbase launched the unified first and third-party view in its Salesforce connector this summer and has now expanded it to two other leading CRMs.

Demandbase offers a set of Calculated Fields that includes intent, engagement, and predictive scores that are synced and displayed in CRMs.

Demandbase feeds intent and engagement data, firmographics, technographics, and Demandbase Calculated Fields into CRMs.  With this data, operations can create CRM custom sales views, reports, and dashboards that display website activity, intent, and heatmaps.  Sales reps can view both sales intelligence and engagement data from a unified view. 

Furthermore, CRM data is available for list building and filtering in Demandbase One.  Users can define selectors, set up orchestration, create Demandbase campaigns, visualize and apply Demandbase intent and predictive scores, analyze journeys, and build reports.  Furthermore, “accurate account identification, combined with their CRM data, also means better predictive models, marketing and sales alerts, personalization opportunities, and more.”

For example, past opportunity data from the CRMs are now available to Demandbase pipeline predict and qualification scoring models to assist with account prioritization.  Demandbase also helps, “align messaging to each stage” of the buyer’s journey and assists with list building and campaign execution.

Conversely, Demandbase is syncing its insights (e.g., intent data, web traffic, most engaged contacts) with the CRM, helping reps prioritize accounts and prepare for account interactions.  Insights include Demandbase’s configurable data, such as its scores and engagement minutes that populate custom fields.

Demandbase brought firmographic, contact, and technographics databases in-house following the May 2021 acquisitions of InsideView (firmographics, contacts, and event triggers) and DemandMatrix (technographics).  Intent data includes first and third-party intelligence such as Surging Intent, Demandbase Keyword Intent, Campaign Responses, and Web Page Visits.

Revenue Operations can also select intent data from Bombora and G2, which are processed through the ABX platform’s predictive models.

“Both of these integrations improve orchestration, delivering greater sales and marketing alignment and a friction-free experience,” stated Demandbase.

“These integrations ensure our customers who use Dynamics 365 and HubSpot CRM realize the full value of the Demandbase platform.  Pairing Demandbase natively with the CRM allows our customers to orchestrate a seamless go-to-market motion with full alignment between marketing and sales.  We’re providing the full power of our Account Intelligence in these connected systems and saving sales and marketing teams time by providing them actionable insights wherever they want to consume them.  The result is better performance with less manual effort at every stage of the customer journey.”

Demandbase CPO Brewster Stanislaw

Demandbase is not done with the connectors.  It plans to add additional functionality to the CRMs, including “new sales-focused experiences, additional capabilities in the Demandbase app in Dynamics, enhanced Lead-To-Account functionality, and the ability to automate and scale account-based / people-based plays directly from your activities.”

Demandbase supports both HubSpot CRM and Marketing Automation platforms.

RollWorks Journey Events and Sales Insights for HubSpot

ABX Platform RollWorks launched Journey Events for HubSpot, a consolidated account-level view of the customer buying journey.  The service helps B2B teams understand which activities are helping move customers through the decision process and which activities are sub-optimal and should be adjusted.

“Due to its ability to surface every marketing and sales activity driving an account’s progression, Journey Events for HubSpot also provides sales teams a comprehensive look (both immediately and over time) at how an account is moving—what is working and what is helping to drive the account progression, including seeing every action alongside an account spike,” stated the firm.  “This helps sellers plan and personalize outreach by identifying the optimal time to contact an account and tailor messaging based on the last action that may have had an effect.”

Journey Events pulls engagement, intent, and stage data from HubSpot, Salesforce, Marketo, RollWorks, and G2.

RollWorks Journey Events was announced last fall and is now available inside HubSpot.

RollWorks gathers time-stamped events such as meetings booked, opportunities generated, and SDR emails.  It then matches activity history against intent, engagement, and journey stage data.  As a result, sales and marketing professionals can visualize account progression against activity history to determine the efficacy of various activities. 

“At a critical time when marketers across the board are being asked to do more with far less, RollWorks Journey Events for HubSpot stands out for its ability to help all go-to-market teams be more efficient with their ABM strategies.  Being able to see each and every marketing and sales activity that’s driving account progression is huge.  With that, for example, you won’t send irrelevant messages in an email or waste money sending a gift to an account if it isn’t ready.  Instead, your organization can focus on what’s working and foster a common language between sales and marketing.”

Jodi Cerretani, RollWorks’ Head of Demand Generation

RollWorks has established HubSpot as a key partner and invested significantly in HubSpot connectors.  In June, it launched Sales Insights for HubSpot, which employs data science to provide a “360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach.”

It also has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150% above its nearest platform competitor.  The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”

“RollWorks is laser-focused on engagement quality innovation, and we are incredibly proud of our acceleration and momentum within the HubSpot ecosystem,” stated Justin Cooperman, VP of Product Management.  “With Journey Events for HubSpot, we’ve raised the bar on relevance and personalization between seller and prospect.”

RollWorks Sales Insights for HubSpot identifies spiking ad engagement and website visits.

Sales Insights identifies accounts with spiking engagement based on visitor intelligence and advertising views.  RollWorks flags accounts with Account Spikes compared to baseline activity and visualizes engagement within HubSpot.  As a result, revenue teams can prioritize marketing programs and sales outreach based on spiking engagement.

Sales Insights de-anonymizes existing HubSpot CRM contacts and automates sales alerts when engagement activity spikes.  It also identifies unassigned spiking accounts and notifies sales reps via email when there is spiking engagement.  Additionally, within the HubSpot Company Record, an account timeline displays activity across the website, ads, intent, CRM, marketing automation platform, etc.

Likewise, marketing can analyze which campaigns lead to engagement surges and tailor ABM campaigns accordingly.  They can also build nurture workflows for spiking accounts. “There’s a difference between ‘pipeline’ and ‘pipedream.’ I prefer the former,” said RollWorks VP of Sales Shawn Cook.  “When my sales teams know who and what content a prospect is engaging with, they can take on the role of trusted advisor and advance the conversations with the accounts that are likely to buy from us.  Sales needs to not only know what the content is but also why that piece of content was created.  This is where the alignment is magnified.”

Sales Insights for HubSpot is included as part of the $995 per month RollWorks Account Based Platform license.

Postal via RollWorks’ Sales Insights for HubSpot Connector

Offline Marketing Engagement Platform Postal.io announced an ABX platform partnership with RollWorks. The integration, which leverages RollWorks’ Sales Insights for HubSpot connector, adds direct mail, e-gifting, and branded swag delivery options to RollWorks omnichannel engagement.

“Postal’s offline engagement platform optimizes omnichannel campaigns at scale,” said Mike Stocker, VP of Partnerships at RollWorks. “Together, and through a HubSpot connection, RollWorks and Postal help marketers ensure that these sending and gifting campaigns are data-driven and result in better conversions.”

RollWorks customers can now send a Postal gift when an account is spiking or send a direct mail based on intent or journey stage progression. Marketing can also automate gift sending to key stakeholders when demand unit engagement thresholds are reached (e.g., impressions, ad clicks, page views, etc.)

“The increased demand of Offline Marketing Engagement is a testament to a change in the way companies are engaging with prospects, customers, and employees,” said Postal CEO Erik Kostelnik. “Through the power of Postal and RollWorks, when you can orchestrate digital ABM programs with offline, your programs no longer have to be siloed and episodic. They are systematic, which ultimately drives efficiency and better outcomes.”

RollWorks → HubSpot → Postal.io Workflow.

RollWorks has established HubSpot as a key partner and invested significantly in HubSpot connectors.  In June, it launched Sales Insights for HubSpot, which employs data science to provide a “360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach.”  Last month, RollWorks announced Journey Events for HubSpot.

RollWorks has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150%.  The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”

Continue to part II on RollWorks Journey Events and Sales Insights for HubSpot.

Leadspace – SalesIntel Partnership

CDP and DaaS Platform Leadspace deepened its partnership with company and contacts vendor SalesIntel to deliver richer profiles.  The expanded profiles will assist with territory planning, campaign building, and ABM programs, helping convert a “company’s total addressable market into new opportunities and customers.”

Leadspace is promising at least a fifty-percent cut in third-party data licensing expenses for human-verified contacts, firmographics, and technographics.  “This frees companies to reinvest their savings into advanced AI-assisted technologies to fully optimize funnel conversion,” stated Leadspace.

Leadspace aggregates third-party data from over thirty vendors, with data spanning 70 million companies, 240 million buying centers, and 280 million business professionals.

Leadspace delivers “fully-enriched, 360-degree buyer profiles of current and high-performance lookalike customers” that align the company’s territories with its TAM and ICP.  It then activates ABM-derived audiences across multiple channels, including Google Ads, Facebook, LinkedIn, Twitter, and LiveRamp. 

Leadspace offers connectors for major platforms, including Salesforce, MSD, Marketo, Pardot, and HubSpot.

“Leadspace is redefining the performance of B2B sales and marketing teams.  We have over a decade of experience in delivering the most extensible B2B profiles in the industry.  And unlike other offerings, the Leadspace platform is data source agnostic, open, and extensible,” stated Alex Yoder, CEO of Leadspace.  “Companies large and small need and deserve complete and active profiles, but today many companies struggle to keep their profiles up to date and complete.  We’ve worked with SalesIntel for several years, and this expansion in our partnership to include human-verified B2B contacts and technographic data in the Leadspace B2B graph is a testament to their being the leading vendor for the most affordable direct dial and accurate contact data in the industry.”

SalesIntel employs a global research network of nearly 2,000 editors who double-verify its data each quarter, ensuring a 95% accuracy level of its contacts.  It also provides firmographics and technographics.

“At SalesIntel, we are committed to providing the best sales intelligence available for revenue teams of all sizes.  Leadspace requires the highest quality data to fuel its platform, so this partnership expansion comes naturally.  We are honored to be a trusted provider,” said SalesIntel CEO Manoj Ramnani. “With customers having access to accurate contact data and over 200 million technographic data points, they will be equipped with the most accurate insights so they can expand reach, grow pipeline, and increase close rates.”

Demandbase Unified CRM View

ABX Platform Demandbase announced that it is the first sales intelligence and account engagement platform to integrate both services jointly into CRM.  Demandbase offers a single view that combines first-party and behavioral data from the Demandbase ABX cloud and third-party datasets (firmographics, technographics, contact data, and news & social insights) from the Demandbase Sales Intelligence Cloud.

“Doing so gives B2B sellers access to all the information they need to spot and close larger deals faster,” stated the firm.  “This first of its kind application guides sales teams to know where and when to engage with the right accounts and decision-makers, leading to higher win rates, shorter sales cycles, and bigger deals — boosting CRM adoption in the process.”

Demandbase brought firmographic, contact, and technographics databases in-house following the May 2021 acquisitions of InsideView and DemandMatrix.  Intent data includes first and third-party intelligence, including Surging Intent, Demandbase Keyword Intent, Campaign Response, and Web Page Visits.

Revenue Operations can also select intent data from Bombora and G2, which are processed through the ABX platform’s predictive models.

The Demandbase Timeline provides current and historical intent data.

The Demandbase platform also supports activity timelines, product and competitor intent datasets, and persona-based engagement heatmaps, helping revenue teams assess account potential and determine where accounts stand in the buyer’s journey.

Heatmaps may be viewed by engagement, people, or journeys.  Both preset and custom options are available.  In addition, users can drill down to details by clicking on a row or column header.

The SFDC Heatmap is presented at the Account level with Engagement Minutes (Demandbase’s contact engagement model) displayed within the heatmap matrix.

Sales users can utilize this heatmap to find champions at an org via the highest engagement and understand with which roles they need to communicate.

The Demandbase Heatmap is available with both preset and customizable views.

The platform also supports long-running InsideView for Salesforce functionality, including

  • Company and contact profiles
  • Prospect list building for companies and contacts
  • Contact searching at accounts
  • A news viewer that combines company news, social posts, and blogs
  • Corporate family trees
  • Add to CRM with duplicate checking
  • CRM “stare and compare” updates

According to Demandbase, the unified UI lets customers “consolidate their tech stack, replacing ABM, sales intelligence, advertising, and other vendors with Demandbase One, the Smarter Go-To-Market solution.”

“The beauty of this unified sales UI is that all the data a salesperson needs is readily accessible, right in the CRM where they’re already working.  It’s revolutionary for sales teams,” said Demandbase CRO Allison Metcalfe.  “No more toggling between systems or wasting time in generic outreach that doesn’t drive sales.  Instead, they’ll have deeper insights and greater visibility into prospective deals, gaining knowledge about what buyers are doing around the web, what they engage with, who to contact (and how), and what the most relevant messaging is.  The actionability, productivity, and efficacy of such functionality is practically limitless.”

In other news, Demandbase was named to the Fast Company “100 Best Workplaces for Innovators.” The magazine noted that Demandbase reinvests 20% of its revenue in R&D.