Tag: Programmatic Marketing

Dun & Bradstreet Acquires NetWise Data and Eyeota

As part of its Q3 2021 earnings discussion, Dun & Bradstreet announced that it acquired two digital marketing companies: NetWise and Eyeota.  The acquisitions “extend the company’s position in the B2B online marketing value chain and will build upon its rapidly growing Audience Solutions business by adding global scale and the online data to power omnichannel marketing around the world.”

“Dun & Bradstreet’s acquisitions of Eyeota and NetWise will cap-off several years of investment in the Sales and Marketing space, including the acquisition of our Customer Data Platform, Lattice Engines, which is at the core of our D&B Rev.Up platform, and the acquisition of Orb Intelligence to link digital and physical businesses in our Data Cloud,” said CMO Stacy Greiner.  “We are executing on our vision to help revenue-generating teams get out of the business of wrangling data and technology and back to engaging with their customers and prospects to drive growth for their companies.”

Dun & Bradstreet noted that marketers have a broad set of digital channels but are unsure whether their advertising dollars reach their targeted audiences online across multiple digital touchpoints.  The three companies “will be able to provide data and technology that empowers businesses to confidently identify, reach, and engage high propensity B2B audiences for multichannel marketing campaigns.”

“Our online Audience Solutions business continues to see robust growth rates, and we see a significant untapped opportunity in the online business-to-business marketing landscape. This led us to strengthen our position through the signing of definitive agreements to acquire Eyeota and NetWise,” said Jabbour.  “These two complementary companies will extend our position further in the B2B online marketing value chain and build upon a business that has grown over 40% year to date.

The acquisitions extend Dun & Bradstreet audience channels from B2B to B2B2C, helping businesses target business decision-makers at home and improving match rates.  The deals also provide Dun & Bradstreet with an international ecosystem of digital activation platforms.  Other vendors with B2B2C datasets include AnalyticsIQ BusinessCore and Data Axle B2CLink (FKA Execureach).

“This will enable clients to build on the investments they have made into Data Management mastered on the D-U-N-S Number, and more readily activate that data in social, search and display advertising campaigns,” stated the firm.

“We are solving for the current audience shrinkage these marketers face today with the low match rates that plague this industry.  This will enable clients to build upon the investments they’ve made into data management mastered on the D-U-N-S Number and more readily activate that data in social, search and display advertising campaigns.  Said simply, Dun & Bradstreet has the offline B2B targeting data, NetWise enables marketers to translate that data into online audiences, and Eyeota syndicates it across the digital ecosystem.”

Dun & Bradstreet CEO Anthony Jabbour

As Work from Home and Work from Anywhere are likely to remain the dominant approaches to professional work in the coming years, marketers need to engage business professionals across multiple devices, channels, and locations with a consistent message.  The acquisitions assist with both multichannel audience targeting and activation, tying together offline and digital.

Continue to Part II, which discusses Netwise, or Part III which discusses Eyeota.

NetLine Lead Management Platform

Buyer-level intent data vendor NetLine rolled out its Lead Management Platform, a SaaS solution for capturing B2B leads and amplifying marketing content.  The Lead Management Platform, which was initially developed for tier 1 B2B media companies, supports centralized lead capture, qualification, routing, and analytics tied to amplification campaign capabilities.

“The platform is entirely focused on helping marketers more efficiently translate their gated content experiences into more efficient outcomes,” explained NetLine’s Chief Strategy Officer David Fortino to GZ Consulting.  “If and/or when the Marketer has the need to increase lead volume beyond what their own channels can support, they can simply convert their inbound oriented campaign already built within the interface, add a budget, and tap into NetLine’s audience for on-demand scale.  No IOs, no negotiations, no phone calls.  Simple on-demand access to [the] largest B2B lead generation platform on the web.”

NetLine immediately matches visitors against its 52 million global B2B contact database (60% US) via cookies or email addresses.  In addition, lead forms are both customizable and dynamic, allowing companies to specify which information is to be captured and dynamically removing fields in its form display.

NetLine claims that over 70% of its audiences are immediately recognized so that there is zero or limited typing required.  Most users will be required to enter only five to seven fields, a significant reduction in data entry versus traditional and non-predictive forms.  And because data entry is reduced, abandonment rates are lower, generating a higher return on marketing spend.

The lead forms are content-form agnostic.  A common format can be deployed against all content, including webinars and virtual experiences, resulting in a standard data capture format for all content categories.  Forms are also customizable, supporting both basic themes and white-labeled user experiences that match corporate templates. 

Fortino emphasized that no coding is required, allowing marketers to test and roll out their solutions quickly.  “Unlike other data enrichment technologies, all of which are restricted to API deployment, we designed the product to support the needs of a nimble marketer ready, willing, and able to move without reliance of developers and/or the need to schedule a project. Our goal was to offer B2B Marketers with the ability to launch a content-centric, white-labeled, gated content experience with system-level enrichment and on-demand scale in minutes.”

When a form is submitted, NetLine auto-generates confirmation emails and shares data with enterprise software platforms, including Salesforce, HubSpot, Eloqua, Marketo, and ON24. In addition, dynamic filtering removes leads that are poor candidates from being distributed to downstream systems.  As a result, the content is fulfilled, but low-quality leads are not passed downstream.

The Lead Management Platform lets marketers amplify content to targeted audiences with an open auction CPL pricing.  Marketers “simply convert native campaign, add budget, and gain immediate access to the largest volume of content-generated B2B buyer-level data on the web, where more than 700,000 first-party leads are generated across more than 300 industries each month.”

Amplification is targeted, with ads displayed based upon geography, company size, function, and level.  Marketers may also upload company names or domains for targeted ABM campaigns.

CPL pricing begins around $4 per lead, subject to a monthly budget.

“Before today, B2B Marketers needed at least a handful of technologies to run their lead gen programs: software to capture, enrich, scrub, filter, fulfill, report within their own sites and an entirely different suite of vendors to amplify their content beyond the reach of their inbound forms,” said Fortino. “Now, B2B Marketers can do it all with one simple self-service interface. Whether they want to centralize lead capture or create a hub for qualification, routing, analytics, and companion content amplification campaigns, the platform does it all, allowing B2B Marketers to reduce their costs while simultaneously becoming more efficient in the process.”

A free version supports up to five campaigns and 100 leads per month with dynamic forms, integrations, and reporting.  The Standard version, priced at $49 per month, supports 50 campaigns, 500 leads per month, and custom colors and styles.  For enterprise marketers, the Pro edition, priced at $199 per month, supports unlimited campaigns and leads, fully customizable branding, and one custom domain with unlimited sub-domains. Both monthly and annual pricing are available, with annual pricing discounted by 20%.

D&B Rev.Up ABX Launched

Dun & Bradstreet launched D&B Rev.Up, a new RevTech product line that brings together first and third-party data in “an open and agnostic platform that aligns teams, data, and technology to deliver relevant and engaging buyer experiences for target accounts.”  The datasets are unified via D&B Lattice, the CDP Dun & Bradstreet acquired in 2019.

The first offering is D&B Rev.Up ABX, which supports “first- and third-party data, activation capabilities and measurement, on top of its industry-leading customer data platform (CDP), giving sales and marketing teams a singular view of an account from targeting to revenue.”

“As sales and marketing leaders move to shared revenue responsibility, it becomes important to gain a common view of the customer throughout the buying lifecycle,” said Dun & Bradstreet CMO Stacy Greiner.  “We designed D&B Rev.Up ABX to simplify marketing and sales workflows by providing data, targeting, activation, and measurement in one platform, using an open architecture that allows teams to complement and capitalize on existing investments.”

D&B Rev.Up ABX aligns teams, data, and technology.

The new ABM service supports a channel-agnostic, “360-degree view” of accounts, contacts, campaigns, and sales plays.  Four ABX channels are supported:

  1. D&B Rev.Up ABX for Ads deploys paid media campaigns across demand-side platforms (DSPs) and social media platforms, including Facebook, LinkedIn, Google Ads, theTradeDesk, Google Video & Display360, Verizon Media, Xandr, and MediaMath.  ABX for ads is available as either a managed service or a self-serve option.  The managed services option supports media, data, execution, and analytics.

    Revenue teams can target by role, firmographics, technographics, and intent data.  They can then engage audiences via programmatic advertising, paid search, and social media.
  2. D&B Rev.Up ABX for Web supports visitor intelligence, tying visitor activity to accounts across both offices and homes.  The service also pre-populates shortened forms, personalize websites, and deploys a tracking pixel to tie engagement back to D-U-N-S Numbers. 

    Because users select the company name from a type-ahead, drop-down list of names and addresses, the user only needs to enter a partial company name.  Dun & Bradstreet then enriches the record with firmographics, linkage, and D-U-N-S numbers.  According to Andrew Berg in Dun & Bradstreet Analyst Relations, the “waterfall matching technology” combines IP, cookie, and API matching logic.  The API type-ahead drop-down matching is completed in under 200 milliseconds after the first two characters are entered into the company name field on a form.
  3. D&B Rev.Up ABX for Sales builds lists for sales teams, rates opportunities, and activates sales plays with connectors to SalesTech solutions.  ABX for Sales supports predictive analytics, propensity modeling, sales plays, sales recommendations, and buyer propensity tracking.  SDRs may engage customers and prospects via Outreach sequences.  SalesLoft support is planned for later this year.

    Sales Engagement sequences can be driven by first and third-party intent, marketing engagement data from MAPs, and Folloze engagement.
  4. D&B Rev.Up for Email builds targets audiences and activates email campaigns via Marketo, Eloqua, HubSpot (June GA), and Pardot (June GA).  Functionality includes campaign building, opt-in/opt-out support, and engagement analytics.

Analytics partners include Google Analytics, Optimizely, Adobe Target, and Adobe Analytics.  Other partners include Outreach and Salesforce.

“Teams aren’t trapped in a single, enclosed platform like other tech on the market.  D&B Rev.Up ABX integrates and works with their existing Martech and SalesTech so that they can activate in one channel, many, or all of them in a consistent and orchestrated way. They gain the power of the Data Cloud and our CDP, while also being able to use tools they already have,” blogged Greiner.  “This openness and flexibility helps teams to work efficiently and means they can maximize previous investments and use dollars wisely.  You can choose the full power of D&B Rev.Up ABX, or use it just in one channel – ads, email, web, sales plays – and then scale up to achieve a coordinated conversation with buyers everywhere they’re likely to engage.”

Part II discusses Rev.Up ABX modeling.

Terminus Enhancements

ABM Platform Terminus rolled out a set of platform enhancements for “optimizing ABM strategies.”  New features include global targeting, chat playbooks, and Live View.  Global targeting expands Terminus’ coverage beyond the US, letting marketers create and manage international campaigns.  The functionality is generally available as of February 24.

International Targeting is country-based, with campaign-based budgets and timelines.  Users can also target ABM accounts or focus on an enterprise account in specific countries.

Terminus Chat now supports playbooks that “intelligently collect visitor data, trigger sales automation with prospects and customers, and qualify inbound traffic in real-time,” blogged Terminus Product Marketing Senior Director Audra Felten.  The new functionality simplifies chat set-up with a “powerful new chatbot builder and logic builder.”

The new Live View feature lets reps proactively engage website visitors.  Users can view live information about accounts visiting the company website, along with page views, before reaching out on the chat channel.

In March, a new Advertising Insights report will be available in the Measurements Studio.  The report tracks brand awareness, lead and opportunity creation, pipeline acceleration, and closed-won deals.  Advertising Insights measures advertising effectiveness and ties its impact to account-based execution.  Digital Marketers can assess site visits and leads driven through Terminus advertising.  Likewise, Demand Gen Marketers can evaluate visits, conversions, and pipeline directly associated with Terminus Campaigns and adjust the marketing mix accordingly.

“With our February release, we’re going all in on building the ABM platform of the future, which means bringing ABM and sales engagement together even more seamlessly,” said Terminus Chief Product Officer Bryan Wade. “At the end of the day, it’s all about revenue. Customer-facing teams have to be focused on the best-fit accounts and engage at exactly the right time to drive results, but that can only happen when efforts are coordinated. These new capabilities make it easier than ever for sales and marketing to operate as one team.

Terminus just announced a $90 million Series C that valued the firm at $400K. I will cover the round on Monday.

Zoominfo Targeted Audiences (Part II)

Zoominfo launched their new Targeted Audiences service to support programmatic advertising against their universe of B2B account and contact data. [Part I]

ZoomInfo employs signature-block mining, natural language processing, machine learning, and email verification to build and maintain their Data Cloud.  They also recently acquired EverString to augment their firmographic depth and field fill rates for 95 million companies.  Targeting against the Zoominfo Data Cloud offers “campaigns with unmatched precision and enhanced performance.”

“Digital agencies and marketers typically face challenges in collecting high-quality, complete B2B audience data,” contrasted ZoomInfo. “Most widely available contact information for companies and their employees is either inaccurate, incomplete, or outdated, which means many digital agencies and marketers deliver their messages to the wrong people altogether.”

“What’s common knowledge to those in the industry — but not to a bright-eyed data guy like me — is that advertising audiences aren’t engineered to be precise.  Quite the opposite, actually: This space is all about volume and audience expansion through inferences, and modeled data has taken over.”

ZoomInfo SVP of Innovation and Data R&D Derek Smith

Marketers can also build custom audiences from over three hundred demographic and firmographic selects, including funding data, benefits data (licensed from GlassDoor), event participation, banking variables, technographics, and Fortune 500/1000 flags.  Biographic variables include function, level, and title/keyword.

Targeting is most effective for the North American market because ZoomInfo is limited in the number of legally gathered and stored identifiers for EU citizens due to GDPR.

“Our product is unlike any other for two reasons. First, we’ve amassed a treasure trove of emails, phone numbers, and titles. Second, we’ve architected our company data to let you identify companies with a level of granularity that significantly eclipses the competition,” said Derek Smith, SVP of Innovation and Data R&D. “Was this always intentional? Of course not.  But unbeknownst to me, our data became tailor-made for advertising activation as a result of other projects at ZoomInfo.”

As a new offering, Targeted Audiences should be viewed as a solution for building precise B2B audiences and activating them via LiveRamp.  With nearly 100 million targetable professionals, 500 million identifiers, and 300+ selects, ZoomInfo can build very focused audiences.  However, there are some gaps.  Targeted Audiences does not offer any campaign analytics, creative management, social marketing, retargeting functionality, or intent-based targeting.

“Targeted Audiences allows marketers to build strategic campaigns based on contact and company information and creates new levels of granularity in B2B audience data that have never before existed on the market,” said ZoomInfo CEO Henry Schuck.

Targeted Audiences is a standalone offering.  Marketers and agencies can test out the service on a few audiences before signing a volume contract.  The fifty off-the-shelf audiences are priced at $1 CPM ($1 for 1,000 advertising exposures).  Custom Audiences begin at $2.75 CPM, but the price falls with volume commitments.

Zoominfo Targeted Audiences

ZoomInfo moved deeper into the marketing and advertising space with the launch of Targeted Audiences.  The newly unveiled B2B data service “gives digital agencies and marketers the ability to target their ideal customers with unprecedented accuracy.”  Targeted Audiences are built from the ZoomInfo Data Cloud, which includes 500 million emails and phone numbers for nearly 100 million professional contacts.

ZoomInfo was in the advertising space in its early years but spun off its Bizo platform in 2008.  At the time, CEO Yonatan Stern said, “We realized our business information index allowed marketers to deliver targeted online ads at a level never before seen.”  

Since then, ZoomInfo has acquired a deeper set of contacts and richer firmographics, technographics, funding data, benefits plans, and event data, supporting superior targeting precision.

Unfortunately, Bizo was acquired by LinkedIn in 2014 for $175 million but folded 18 months later when LinkedIn balked at the integration cost.  

Targeted Audiences should be viewed as a new market entry for the firm, but one that supported a $175 million opportunity back in 2014.  The October acquisition of Clickagy fueled this market entry as Clickagy intent data is deployed programmatically via data marketplaces.

“With the team at Clickagy now on the ZoomInfo team, our familiarity with the advertising space accelerated from 0 to 60 mph almost overnight.  The combination of our massive Data Cloud with a select few experts in advertising data allowed us to quickly discover the path to making our data actionable,” blogged Derek Smith, SVP of Innovation and Data R&D.

ZoomInfo launched the programmatic service with over fifty pre-packaged audiences “built on advanced demographic and firmographic data.”  ZoomInfo offered several examples outside of their core technology and business services customer base:

  • Educational institutions can target individual contributors and managers employed by firms with tuition reimbursement.
  • Optometrists can market to employees of companies with vision plans.
  • Luxury brands can reach out to C-level execs at firms with more than one hundred employees.
  • Financial advisory firms can target director-level employees of firms that recently went public.

ZoomInfo is passing audience identifiers to the LiveRamp data connectivity platform.  LiveRamp maps identifiers to channels, screens, and devices for media activation.  Additional partner platforms will be brought online in the coming weeks.

Continue to Part II.

InfoUSA Results Launched

Infogroup launched InfoUSA Results, an SMB solution for website building.  The package includes a custom website and landing page tied to online campaigns and a dedicated toll-free or local phone number.  InfoUSA Results also supports site analytics, SEO optimization, Google Ads, local listings, and display ad remarketing.  Customers can manage the site once it is built or let InfoUSA manage it.

“We designed InfoUSA Results so businesses can easily reach more customers online. We developed this product with the time-strapped business owner in mind.  Imagine, as a business owner, you have a team working on your behalf, and new customer leads come right to you.  In fact, it can be as simple as InfoUSA Results sending a text to a business owner alerting them that they have a new customer prospect who is interested in doing business with them.  That is pretty slick.”

Mark Cullinane, President of Local Marketing Solutions at Infogroup.

InfoUSA Results designs websites that are mobile-ready and search engine optimized with metadata and structured markup.  They are optimized for fast load times.  Sitemaps are submitted to Google for speedier indexation via the Google Search Console.  InfoUSA also distributes company data to hundreds of online directory listing platforms.

The service includes multi-channel lead tracking for calls, web forms, texts, and emails with analytics delivered via a dashboard.  Voice, SMS text, and email responses are reported and logged.  Calls are displayed on a geo map with length and quality.

Call management features include call recording, call whispering, and voicemail.

InfoUSA did not publish pricing but is offering a 30% discount for the next three months.

InfoUSA Results provides website design, SEO, display ad remarketing, and site analytics.

Demandbase Keynote: Three New Products

At Demandbase’s virtual Keynote on St. Patrick’s Day, Demandbase discussed the evolution of ABM platforms and three new products: Site Analytics, Data Stream, and Self-Service Targeting.

The first product announcement was around Site Analytics and improved web engagement metrics.  The functionality is not a replacement for Google or Adobe Analytics but enables an understanding of account-level interactions across the company website.  It also provides page-level intelligence concerning which pages matter the most, allowing marketers to promote and optimize high performing pages.

Site Analytics also helps uncover new audiences for sales and marketing outreach, such as verticals outside your current ICP.  It can also be used for understanding which accounts are demonstrating interest in a new product launch for SDR outreach, optimizing content based upon key account viewing activity, and monitoring trends to determine campaign performance and the impact of various marketing activities.

Marketers may filter by page, URL keyword, account filters (industry, revenue, and employment), page performance, and audience.  Marketers may also save filters and create new audiences based upon site traffic.

The second launch was Data Stream, which lets analysts push data from Demandbase into BI platforms for expanded account-level reporting.  Data Stream is designed for firms that have already invested in data modeling and reporting and that have a data team or data analyst working with a BI or reporting platform.  Demandbase data includes audience and account intelligence, campaign metrics, site analytics, and intent.

Daily, data is pushed into a data warehouse (e.g. Google Big Query, Amazon Redshift, Azure Synapse Analytics) or Cloud Storage (e.g. Google Cloud, Amazon S3, Azure Blog Storage).  From there, customers can load the data into reporting tools such as Tableau, Domo, or Google Data Studio and combine account-level data with other data sources.  This process provides an account-based lens to digital marketing alongside intent data and other corporate datasets.

Data Stream “helps you form a complete picture across your prospects and customers,” said VP of Marketing Phil Hollrah.  “Being able to deliver this data in an automated fashion with no manual intervention needed is a huge benefit to our customers.  You can set up your reports, you can auto-refresh this data daily, and then those reports are going to be up-to-date with the latest information.

Demandbase Self-Service Targeting Campaign Builder

The third release was Self-Serve Targeting for account-based advertising.  Previously, this was only available as a managed service, but now marketers can set up campaigns and creative, then modify and optimize the campaigns.  Self-Serve Targeting is supported by a five-step wizard that allows marketers to upload and change creative.  Marketers set up campaigns with budget, geolocation, duration, and audience.  And because it is self-serve, marketers can quickly adjust campaign budgets, scheduling, frequency, or creative, allowing them to make real-time changes.

The wizard provides a campaign forecast that estimates the max spend versus projected budget, estimated impressions against qualified accounts, and the likely reach across the targeted accounts.

Self-Serve Targeting supports multiple campaigns for different segments, whether performing 1-to-1 or 1-to-many advertising.

Site Analytics and Data Stream are generally available.  Self-Serve Targeting is available as part of an early adopter program.

ScaleX.AI Social Flows

AI-powered sales engagement service ScaleX.AI announced the availability of SocialFlow, which leverages employee networks for warm introductions at target buyer personas.  According to ScaleX, most firms use only 3% of their employees’ professional networks.  Social Flow unlocks the remaining 97% of connections for generating warm introductions.

“Successful outbound requires a perfect mix of quality and quantity.  With the launch of SocialFlow, we’re further enhancing the quality that our clients have come to expect.  This is truly the first-ever AI for Social Selling engine on the market today!”

ScaleX CEO Chad Burmeister

A virtual BDR automates social outreach in parallel to phone and email.  Once one of these channels makes a connection, the other channels are halted.

Other ScaleX features include

  • Social & Email Automated Cadences
  • Agent-assisted power dialing
  • Social & Email templates with proven conversions
  • Leads from Zoominfo, DiscoverOrg, Lead411, and SalesIntel at a monthly rate vs. an annual commitment
  • Digital paid ads optimized for impressions

ScaleX positions itself as an automated BDR at a lower cost than direct sales staff.  The firm describes its ideal customer as “companies who either can’t afford to hire a full-time SDR or BDR (Sales or Business Development Representative) or companies who want to augment their in-house sales team with outsourced Virtual BDRs that are 7-10X more productive.”

The ScaleX Virtual BDR (BDR as a Service) starts at $3,000 per month for data and digital outreach, and $7,000/month for data + digital (email, social, paid-ads) + data.  Monthly outbound communications include around 3,000 emails per month, 3,000 social sales activities, thousands of impressions, and 3,000 dials.

ScaleX cited research by one of their Board members that the SDR function grew 500 percent from 2012 to 2017 and another 80-90 percent in 2017-2019.  Burmeister questions how long SDR employment growth will last before automation improves the efficiency and effectiveness of SDRs, causing the role to plateau, and ultimately decline.

ScaleX was originally called Sales Hack, but they changed their name when Outreach acquired Sales Hacker.

Lattice Engines Campaigns

The Dun & Bradstreet Sales & Marketing Product Stack
The Dun & Bradstreet Sales & Marketing Product Stack

Dun & Bradstreet, which acquired Lattice Engines at the beginning of Q3, launched a Lattice Campaigns App for LinkedIn.  The new app “improves campaign performance by creating and activating always-on AI-based audiences for LinkedIn Ads.”

“When Dun & Bradstreet acquired Lattice Engines, we were building on an existing partnership of the world’s most comprehensive B2B data and the world’s leading B2B Customer Data Platform,” said Dun & Bradstreet’s President of Sales & Marketing Solutions Michael Bird.  “This is the first in a series of innovations we’re quickly bringing to market to power more effective and efficient digital marketing, demand generation and sales acceleration programs for our customers through the intelligent use of data.”

The Lattice Customer Data Platform supports “hyper-targeted” LinkedIn advertising as part of a broader omnichannel engagement strategy.  Lattice combines first and third-party customer data, displays account and contact insights, and uses “AI to segment their buyers and deliver hyper-targeted engagement in an automated fashion across display, web, email, CRM and now social channels.”

“Let’s say a buyer at a cold account starts visiting certain product pages on your website anonymously.  Rather than just showing this buyer a generic ad about your brand, you could show them an ad with more specific copy and CTA [call to action] related to the product pages that they visited on your website.”

Dun & Bradstreet President of Sales & Marketing Solutions Michael Bird

The app creates matched audiences for LinkedIn ads and then lets marketers adjust media spend to target high-performing audiences.  The app then updates LinkedIn audiences based on “changes in buyer engagement, interest and company data.  As a result, marketers can ensure that buyers are engaged with the most relevant campaigns based on not only persona but on profile, propensity, interest and buyer stage.”

Dun & Bradstreet is claiming a 42% increase in click-through rates and triple the post-click conversion rates resulting in a 54% reduction in qualified lead expenditures.

According to Gartner, CMOs are spending 23% of their marketing budget on paid media.

“In an environment where B2B marketers are overwhelmed with data and technology options, our goal is to make their jobs easier by connecting interactions across customer journeys,” says Bird.  “This allows marketers to target the right audiences with the right message and make the best use of their ad dollars.”

Connectors for Facebook, Twitter, and other social media platforms are in the works.