Tag: Segmentation Analysis

6sense Acquires Slintel

Account Engagement Platform 6sense, which acquired Fortella at the end of August, is also bringing Slintel into the fold.  Slintel augments 6sense’s data with technographics, buyer and market insights, and contacts.

“The acquisition of Slintel reaffirms 6sense’s commitment to leading the RevTech Revolution by providing the foundational data sales and marketing teams need to achieve predictable revenue growth,” stated the firm.

Slintel expands 6sense’s marketing data for audience segmentation, AI-driven predictions, account prioritization, campaign outreach, and personalization.  Slintel insights also highlight business and market trends for sales reps, assisting with activity prioritization, outreach, and personalization.

Slintel’s technographics and renewal predictions improve rep timing and targeting.

Slintel’s account insights are gathered from historical data, verified data sources, natural language processing, and human validation. 

Slintel Account Intelligence includes Intent, Technographics, Firmographics, Events, and Decision Makers.

“Data has always been an essential component of the 6sense platform, and we continually look for ways to bring more actionable and accurate data into the platform,” said 6sense CTO Viral Bajaria. “After evaluating many data providers over the past year, we selected Slintel because of the way they capture data as well as the uniqueness and accuracy of the data provided in their platform, all of which will help 6sense customers outperform their competitors.”

Slintel gathers data for 100 million contacts and 15 million companies.  Half the contacts have business emails, and 15% include direct-dial numbers.

“Slintel amplifies 6sense across four critical dimensions adding: modern business contact data from verified sources; enhanced technographics, including AI-powered confidence scores and predictions; robust buyer insights powered by account and contact-level psychographic data; and deep market insights on account events, expansions, and other noteworthy changes. Collectively, these data-driven features deliver a unique intelligence layer that helps fuel 6sense’s powerful ability to uncover buyers both before and during their purchase journey.”

Slintel Press Release (October 5, 2021)

Slintel was enjoying rapid growth at the time of acquisition, with revenue up 500% year-over-year.

Slintel CEO Deepak Anchala noted he had been approached in the past about acquisition but passed on the opportunities as they wanted to continue developing the Slintel vision.  However, he viewed 6sense differently due to the alignment of the firms’ world views.

“Both teams strongly believe that the market is becoming more buyer-driven and that to succeed, revenue teams need to be smarter, more data-driven, and empathetic to the buyer’s interests,” blogged Anchala.  “Our offerings perfectly complement each other.  One is a market-leading GTM Intelligence product, while the other is a best-in-class GTM Orchestration product.  One has an inbound-heavy, product-led motion while the other is great at closing enterprise deals.”

“When thinking about extending the capabilities of the 6sense Platform, our philosophy is to seek companies that add competitive differentiation, maintain high customer satisfaction, and deliver superior customer value,” blogged 6sense CEO Jason Zintak.  “Slintel checks all of these boxes. What makes Slintel’s approach unique is how it captures and delivers data to customers, resulting in superior levels of data coverage, accuracy, and diversity. The combination of Slintel’s data intelligence with 6sense’s industry-leading insights and orchestration capabilities will deliver better outcomes, faster time to value, and a greater return on investment.”

Due to this alignment of vision, product, and GTM expertise, Anchala felt that both companies would be stronger together and “can power better experiences for our customers.”

Anchala was also impressed with 6sense as a “clear market leader” that is outpacing its competition and has “a near-perfect Glassdoor employee rating.”

“Together, we will enable organizations to:

1.Plan, uncover, prioritize, engage, measure, and forecast progress against revenue opportunities

2. Get technographic, firmographic, and business insights at the account level as well as modern contact data to drive more relevant, personalized, and timely campaigns

3. Receive market alerts about relevant changes captured from hundreds of attributes across millions of companies every week

4. Capture more intent signals to uncover revenue opportunities more accurately”

Slintel CEO Deepak Anchala

Anchala advised Slintel’s customers that the sale “isn’t an exit,” but “the beginning of bigger, better things together, and an opportunity for two phenomenal companies to join hands to realize our vision faster.”

6sense is on a roll with 114% revenue growth year-over-year.  Along with acquiring Fortella, it opened offices in London and Australia, expanding its footprint.  In March, it closed on a $125 million Series D.

Echobot TARGET 2.0

German Sales Intelligence vendor Echobot released version 2.0 of its TARGET prospecting service with a refreshed UI, improved data quality, and AI tools for ICP and segmentation analysis.

“If you want to digitize your sales processes and save a lot of time, money, and nerves, you can’t ignore Echobot,” said CEO Bastian Karweg.  “TARGET 2.0 inspires the everyday sales life of our customers – the new version is fast, intuitive to use, and simply fun.”

Echobot has set its product vision based on the “first principles of data” delivered through its service.  “For data to be useful, it has to be high quality, connected, and fully compliant,” said Karweg.

The first step was unifying their database across regions and datatype and removing data silos within the platform.  Echobot implemented a “unified, nested data index” that improved query times up to ten-fold and allowed for enhanced switching between company and contact results.

Users no longer need to build company and contact lists separately. Instead, build-a-list results are displayed as tabs, allowing users to analyze both company and contact results without requiring them to rekey their query.

Echobot also implemented a new Email Validation Engine (EVA) that “eliminates stale records” and implements mail server and pattern checking to improve data quality.  The EVA reduces bounce rates by up to thirty percent.

Echobot licensed company records directly from trade registers and implemented a “True Compliance” process.

“For your outreach to be truly GDPR compliant, you not only need a Legitimate Interest but also be mindful of the preferences of the people you are trying to contact,” stated Karweg.  “Using Echobot, each contact record comes with a public source URL so you can be 100% confident when a prospect asks you, ‘Hey, where did you get my data from?’”

Echobot Job Title Suggestions

Echobot implemented AI to assist users, building a subject taxonomy that covers over 100,000 topics and industry keywords.  TARGET 2.0 sports a keyword type-ahead tool that “guides you towards the right queries and also intelligently suggests alternative keywords or job titles you also might want to include in your search.”

The firm’s new segmentation analysis is their “most advanced AI” that builds a company vector model for clustered analysis of highly similar companies from uploaded files.  The clusters identify similar companies for downloading to the desktop or uploading to the CRM.  Thus, users can upload their Ideal Customer Profile and expand it with similar companies.  The ICP is also used to score prospects and sort them by priority.

“Echobot uses a new company vector model for the first time in addition to rigid industry codes. The technology is based on machine learning and makes it possible to select companies in a fine-grained manner according to thousands of specialist areas. The assignment takes place automatically on the basis of text content that is associated with the respective company. This means that if you are looking for industries, Echobot now offers an immense wealth of detail and can thus easily find even high-precision target groups. With the help of so-called cross joins, filters of different data areas can be combined with each other in real-time. This completely eliminates the time-consuming storage of interim results.”

Echobot Press Release (Translated from German)

TARGET 2.0 supports a broad set of screening variables:

  • Industry – Industry codes or keywords.
  • Keyword
  • Contacts – Department, Level, Title
  • Trigger Events
  • Location – Region and Radius
  • Company Size
  • Financials
  • Technographics – Software and Systems
  • Firmographics
  • Data Completeness

Their instant access to data allows for complete data visibility without slowing down users with credits to display contact details. In addition, the contract includes a minimum of 10,000 monthly record uploads or downloads with a FLAT-RATE Guarantee that provides an additional 5,000 monthly data records after consuming the EXPORT quota. The guarantee ensures budgeting stability while providing export flexibility should the marketing department consume their entire download quota mid-year.

Echobot pricing starts at €999 per month for up to three users.  This price is introductory and will increase for new customers in 2022.

Echobot supports four countries – Germany, Austria, Switzerland, and the UK – and two languages – German and English.  The Echobot roadmap includes “intelligent” email alerts, “helpful” trigger events, and “smart” campaign management.  Additional languages and countries are also in development.

D&B: Pipeline Health Analysis for Risk Reduction and Targeting Ideal Customers

Dun & Bradstreet, which has been running pipeline health analyses for its clients over the past three weeks, assessed over 35 million accounts across 125 pipelines.  They found that 21% of accounts were subject to high financial risk based on several factors: slow payment, bankruptcy, unpaid debt, and business viability, a statistic which VP of Product Marketing, Dun & Bradstreet Sales & Marketing Solutions Dennis Olcay called “jarring:”

“We continue to keep a close eye on this number, but that is a jarring statistic that demands attention as it relates to go-to-market strategies,” wrote Olcay.

“The dominant theme of our customer conversations today is how to be both sensitive and impactful in the new environment.  We have found the new environment has unleashed entirely new forms of sales and marketing campaigns – far less driven by self-positioning and more characterized by seeking to meet customers where they are.”

Digital Marketing Solutions CRO Michael McCarroll

Dun & Bradstreet offered a high-level risk segmentation based upon SIC codes and each industry’s risk profile (see chart on the right).  Industries were stratified across five categories: Essential businesses (e.g. food supply, hospitals), Supports Remote (i.e. businesses which were able to transition to WFH), requires contact (e.g. hospitality, entertainment), delivery-based retail (e-commerce, e-delivery, logistics), and central production (e.g. manufacturing, natural resource extraction). 

Dun & Bradstreet cautions that simple SIC analysis is only the first pass in performing a risk assessment.  Firms may be in the same industry but have different go-to-market and operational strategies that impact their risk profile.  Another factor is their exposure to supply chain and customer risk.

“Despite the promise of MarTech to enable speed and scale for your go-to-market strategy, this is a time to hit the pause button and rethink your go-to-market approach,” cautioned Olcay.  “Don’t sacrifice tailored messaging for the sake of scale and speed to market – the additional thought you put in now to think about fit, intent, and risk will pay dividends when your audiences notice you’re empathizing with them and offering real value that aligns to the specific challenges they are experiencing.”

And Dun & Bradstreet isn’t the only firm that is promoting pipeline analyses for its clients. Zoominfo is offering a similar service which I will cover in my next blog. If you don’t know where to find revenue in June and Q3, a pipeline analysis is an excellent place to start.

Dun & Bradstreet and DueDil (UK) are offering industry barometers to help refine your targeting. Vertical IQ is offering industry-specific pandemic analysis as part of its industry overviews. Experian is providing a regional and industry analysis by risk level.

And on the marketing side, HubSpot has been publishing weekly marketing metrics for their 70,000 customers. Data includes deal open rates, deal close rates, email prospecting, site visit rates etc. Users can even drill down by segment and country to benchmark their sales and marketing performance against peers. The most recent analysis is for the week of May 18.

Openprise Agile CDP

B2B data hygiene vendor Openprise announced the availability of Openprise Agile CDP, the “first and only B2B Customer Data Platform (CDP) built on a data orchestration platform.”  As a data orchestration platform, Openprise offers a single customer view combined with no-code business rules, third-party data, and business process automation.

Openprise emphasizes the advantage of being a data orchestration platform with a B2B CDP.  “Because it’s built on the Openprise Data Orchestration Platform, Openprise Agile CDP includes all the capabilities Openprise has developed over the years to improve data quality in tools like Salesforce and Marketo—including lead routing, account scoring, and attribution—advanced features not typically found in traditional CDPs.”

Openprise supports data unification, data enrichment, normalization, deduplication, lead-to-account matching, and lead-to-contact conversion.  Analytical tools include advanced segmentation, lead and account scoring, ABM activity analysis, campaign attribution, lead routing, and account assignment.

“One of the biggest challenges marketers face is making sure their systems of record deliver accurate, high-quality data to drive marketing initiatives.   A CDP solution that automates all the critical business processes required to make the data work gives marketers high confidence in the accuracy and quality of the data they manage.”

Julian Archer, VP, Principal Analyst in the Marketing Operations Research Service at SiriusDecisions

Openprise claims it can be up and running within ninety-days, much faster than its competitors.  Firms can build custom apps with automated business processes, package them as an API, and create web-based UIs and Chrome extensions for end-users.  Openprise no-code app use cases include advanced segmentation, attribution, upsell, and cross-sell.

The Openprise data marketplace supports data enrichment from leading B2B and B2C vendors, including Zoominfo, Dun & Bradstreet, InsideView, Sales Genie (Infogroup), Cognism, Bombora, KickFire, Synthio, Oceanos (TechTarget), Acxiom, Bing, and Google Places.  Once enriched, data is normalized based upon customer-defined and Openprise taxonomic rules.  Normalization ensures that key values such as addresses, industry codes, job functions, and job levels follow a standard set of rules and taxonomic codes.

6Sense Round C

Account Based Orchestration platform 6Sense closed a $40 million Series C round with growth equity firm Insight Partners, raising its total funding to $105 million.  Previous investors include Salesforce Ventures, Venrock, Battery Ventures, and Bain Capital Ventures.  The market cap was not disclosed.

6Sense doubled its revenue in both 2018 and 2019.  Last year, it added Box, Cisco, Dell, Zendesk, Sumo Logic, NetApp, Domo, Motorola, Cumulus, Symantec, and Tableau to its list of named customers.

“As a startup, a company can sell via personal relationships and word of mouth.  In the scaleup growth phase, the equivalent is Account-Based Marketing and Sales,” said Jeff Lieberman, Managing Director at Insight Partners.  “After an exhaustive review process, we were blown away by the data-focused sophistication of 6sense’s technology and firmly believe it is the best solution for B2B companies who need to scale their go-to-market efficiency and grow revenue.  The company’s account-based solution should be a core part of every scaleup company’s growth strategy.  We’re excited to invest in 6sense as the market-leading solution.”

“An investment is a sign that we’ve done something over the past 2 ½ years,” said 6Sense CEO Jason Zintak.  “Investing is confidence, and it’s just so incredibly humbling that we as a team, as a company, have gotten to the point where people want to trust us and hand over money.”

Zintak attributed the firm’s success to the belief that AI and Big Data are at the core of the MarTech stack:

Our strategy has always been to lead in those areas, specifically 6sense’s ability to

    – Process large amounts of data and deliver actionable insights
   – Segment micro-audiences based on these data insights
   – Uncover anonymous buyer intent and identify accounts
   – Predict which accounts are an Ideal Customer fit, and when they are “in market,” allowing organizations to focus engagement on accounts most likely to buy

6sense has evolved from delivering predictive scores to providing customers with a robust Account-Based platform for the entire revenue operations team.

6Sense CEO Jason Zintak

The investment will be dedicated to accelerating its product roadmap, “both organically and inorganically.”  Zintak listed three roadmap objectives:

  1. Improved orchestration, which moves from rules-based engagement to “true AI-based orchestration of tactics.”
  2. Expanding intent and predictive data use cases beyond email to include website personalization, content experiences, advertising, conversational marketing, etc.
  3. Delivering insights to all revenue operations functions, including marketing and customer success.

The firm lists 37 open positions across customer success, engineering, data science, administrative, marketing, sales, and product.  6Sense has shown steady employment growth over the past two years.  Roughly half of the employees are in revenue generation roles (Sales, Support, Marketing, and Business Development).

“Our mission is to tackle the biggest challenges facing B2B sellers and marketers by helping brands reach the right accounts for their business at the right time, through the right channels, and with truly engaging experiences,” said Zintak.  “Our company growth has been fueled by the success of our customers, and our Series C funding will enable 6sense to further invest in AI-driven orchestration capabilities to help companies of all sizes build and scale account-based programs, uncover new opportunities, and efficiently create pipeline and revenue.”

6Sense competitors include Everstring, Demandbase, LeadSpace, and Lattice Engines (Dun & Bradstreet).

LeadSpace Fall Release

LeadSpace rolled out its Customer Data Platform (CPD) fall release with improved processing of first-party data, enhancements to their Salesforce app, and refinements to their Ideal Customer Profile (ICP) modeling.  Automated ingestion of first-party data and custom data sources deliver unified customer profiles “for use across systems.”  Automated data onboarding assists with AI modeling, scoring and analytics, and enterprise software activation.

“Customers can use data on engagement, product use, relationship, and other information unique to their business to power real-time orchestration of activities and processes,” stated the firm.  “Decisions about how to route leads, assign nurture programs, segment for campaigns, and personalize interactions can now be made with all the intelligence of the CDP and a complete customer view.”

The fall release also supports data hygiene with the sunsetting of Data.com Clean in mid-2020.  Both real-time and on-demand matching and enrichment are supported.  Triggers automatically identify new or updated records and automatically look to match them against the LeadSpace CDP.  At the end of the year, a sync button will be displayed within individual records.

“Getting a complete view of the customer is critical to improving the customer experience for B2B.  Buyers no longer tolerate generic and impersonal content and interactions.  Our Customer Data Platform gives B2B marketers a real path to being able to orchestrate the ideal customer experience at scale.  Improving the ability to ingest 1st party data makes that even more powerful because it is unique to each of our client’s journey with their customers.”

LeadSpace CEO Doug Bewsher

Enhanced ICP Analytics help select the right accounts and personas for ABM targeting.  Interactive, filterable reports display account, contact, and intent data matched against conversion and revenue data to “uncover which categories and segments have performed well historically.”  

LeadSpace On-Demand look-a-like segment building now supports company suppression.

LeadSpace customers include Microsoft, HPE, SAP, Iron Mountain, IBM, and Symantec.

Hybrid Engagement Platforms

Cognism Intelligence within Salesforce. Hybrid Engagement Platforms Continuously update CRMs and MAPs.

The market is beginning to evolve a set of hybrid engagement vendors that deliver a broad set of sales and marketing services.  The boundary between sales and marketing is quickly crumbling.  Hybrid engagement services manage both data and workflows.  Features include

Future functionality will include Next Best Actions, Embedded 1:1 Video, SNAP (Sales Navigator) Integrations, and Programmatic Advertising.

No vendor provides all of these services and some provide them as separate offerings, but firms such as Dun & Bradstreet, Zoominfo, Infogroup (Salesgenie), Lead411, LinkedIn Sales Navigator, and Cognism have all taken steps over the past two years to meet the emerging requirements of the CRO.

For the moment, I’m calling these emerging offerings Hybrid Engage Platforms, but that is a placeholder name as the market evolves.

InsideView Apex Enhancements

InsideView announced a set of enhancements to its recently launched Apex Go to Market ABM platform.  Apex provides ICP, TAM, and segmentation analysis along with similar company prospecting.  New features include Lead Analytics and Enhanced Text Editing.

“Lead Analytics helps executives analyze leads coming into your CRM and Marketing Automation systems that are within your desired market segment(s). Gain insights into how market segments are performing in relation to each other so you know where to focus your energy.”

  • InsideView

Lead Analytics provides a dashboard for tracking the performance of published market segments and leads over time or across market segments.  “With the Lead Analytics Dashboard, a CMO, VP of Sales or C-Level executives can analyse leads coming into your CRM or MA system based on the market segment and visualize performance against their target segments in real time to optimize for success and focus resources on the targets with highest potential.”

InsideView Apex Lead Analytics
InsideView Apex Lead Analytics

Customers must license both InsideView Enrich and InsideView Apex services to access the Leads Analytics dashboard.

Enhanced Text editing allows sales or marketing managers to publish rich text notes about customer segments which appear in other modules.  The notes both identify the account as belonging to a key segment and provide advice on messaging to the account.

InsideView Apex Segment note pushed to InsideView for Sales
InsideView Apex Segment note pushed to InsideView for Sales

InsideView boasted about “great traction in the market” for Apex.

InsideView Apex: Determine TAM, ICP, and Look-a-Likes

InsideView Apex TAM Visualization
InsideView Apex TAM Visualization

Sales and marketing intelligence vendor InsideView launched their Apex “go-to-market decision engine.”  The new product combines InsideView and CRM data to assist with analyzing new market entry, identifying a firm’s Ideal Customer Profile (ICP), and assessing its Total Addressable Market (TAM).

“Smart B2B companies today are asking these questions: ‘Who are my best customers?’, ‘What are the new geographies and industries where I can expand?’, and ‘Are we going after the right customers and the right revenue?’,” said InsideView CEO Umberto Milletti. “We realized we had the technology, expertise, and data to help companies answer these questions quickly and with confidence so they never miss an opportunity. Business strategy shouldn’t be based on gut and guessing. And it shouldn’t require cumbersome data analysis. InsideView Apex uses cutting-edge technology and the best possible data so you can make the right decisions for your business.”

Go to market planning features include an ICP wizard, new/adjacent visualization tools with “what if” targeting analysis, TAM and market penetration analysis, new account and lead identification, and exporting of new ABM prospects to CRMs and MAPs.

“Revenue teams can use InsideView Apex to visualize performance against target segments in real time to optimize for success and focus resources on the targets with highest potential,” said Joe Andrews, VP of Product and Solution Marketing.  “Marketing can see performance indicators at each stage of the funnel as leads convert to opportunities and won deals. Sales ops can identify where leads or opportunities may be getting stuck to course correct in real time.”

The Apex account score is based on an AI algorithm which correlates attributes from deep company profiles that are proprietary to the InsideView Platform.  The account score is maintained and updated dynamically within Apex as customer ICP lists change. However, the account score is not currently pushed to CRM or InsideView for Sales.

If customers have also licensed InsideView Sales and Enrich products, ABM accounts are tagged.

Other visualization tools include a five-quarter historical view; market segmentation of leads, opportunities, and wins; and account whitespace (market penetration) analytics.

InsideView Apex Funnel Analysis Dashboard
InsideView Apex Funnel Analysis Dashboard

Apex integrates with Salesforce, MS Dynamics, Eloqua (Oracle Marketing), and Marketo.

Apex is licensed as an annual subscription and is priced in tiers based on company size which serves as a proxy for the number of market segments being targeted.

Apex is not the first tool in this category (e.g. D&B DataVision and DiscoverOrg AccountView), but it is emblematic of the expansion of sales intelligence vendors into market intelligence and strategic planning. When I started GZ Consulting six years ago, the sales intelligence firms were wary of entering the marketing realm, but the top sales intelligence firms are now offering ICP/TAM tools, marketing automation connectors, segmentation analysis, look-a-like prospecting, and data enrichment tools.  This shift goes hand-in-hand with the blurring of the lines between sales and marketing.  For example, sales engagement platforms provide cadence, analytics, and email marketing tools for sales reps alongside dialers and sales coaching.  We are also seeing visitor intelligence and intent data being displayed within CRMs.

“Most B2B companies perform go-to-market planning and analysis in product silos and often fail to involve sales and marketing teams early in the process – those who must execute the strategy.  Planning is a slow, manual process, based on limited information.  Most firms have few ways to measure market performance reliably against strategy, making it nearly impossible to course correct in real time. It’s time to change this.”

  • Forrester Principal Analyst Laura Ramos

A 2018 InsideView survey of 500 American sales and marketing professionals found that TAM measurement was non-existent (25%) or ad hoc (28%) at surveyed organizations.  Only 23% of respondents work at firms that regularly evaluate Target Demand.  The remaining 24% of firms perform Target Demand analysis annually.

“All of the efficient and creative demand generation in the world will be wasted if the targeting is off,” wrote the firm in their 2018 Sales and Marketing Alignment report.  “The shotgun approach to sales and marketing no longer works. There’s too much noise in the market and in prospects’ inboxes. The only way to stand out is to know who you’re targeting, and why and when they buy, and it can’t be done effectively unless both sales and marketing buy in it. Developing an ideal customer profile (ICP) and using it to determine your total addressable market (TAM) will help sales and marketing know exactly who to target, why they need your products, and when they need them.”

DemandBase ABM Analytics Launched

ABM Analytics provides auto-generated look-a-like control groups for pipeline stage analysis.
ABM Analytics provides auto-generated look-a-like control groups for pipeline stage analysis.

At its annual conference, ABM vendor Demandbase rolled out a new ABM Analytics module for campaign assessment.  ABM Analytics supports full pipeline analysis “to understand the progression of their most valuable accounts across the buying cycle” for account lists and audiences.  The platform also displays vendor comparisons, performs segmentation analysis, and provides recommendations for “next best actions to drive higher conversion rates through the funnel.”

“The ability to measure and articulate the effectiveness and impact of ABM programs is important to long-term ABM success,” said Alisa Groocock, Research Director, SiriusDecisions. “ABM solutions that bring extended measurement visibility can better support critical decision-making, and as a result, enable ABM programs to grow more quickly.”

Demandbase lists the new capabilities:

Marketers can monitor the health of their ABM strategies by examining the progress of their most valued accounts through the buying cycle; create side-by-side comparisons of audiences with different revenue ranges, employee sizes or verticals to understand how their segments perform at every stage of the funnel; understand the performance of individual marketing tactics such as advertising or direct mail; diagnose problems and opportunities along the customer journey and take targeted actions to improve performance; and build credibility throughout the organization by sharing transparent ABM progress reports.

ABM Analytics also matches and assesses data across advertising platforms, MAPs, content management, web analytics, and CRM to provide a unified view into “which accounts are responding to ads, engaging with content, moving into sales cycles and contributing to revenue.”

“For years, B2B marketers have struggled to connect disparate data sitting at agencies, in their web log files and CRM to measure the true impact of their marketing programs,” said CEO Chris Golec. “Our new analytics functionality leverages the best practices from some of the world’s most sophisticated B2B marketers and brings them to life for every company, no matter where they are on their ABM journey.”

Demandbase also announced a Salesforce Pardot connector which will be available in June. The connector will complement Einstein ABM and deliver “a deeper understanding of every customer” to sales and marketing teams.  According to Michael Kostow, SVP and GM of Pardot, “Einstein ABM arms teams with the insights necessary to deliver personalized campaigns and build relationships with their most valuable accounts.”

The Pardot solution evaluates activity at both the contact and company level.  The new solution will flag target account visits to corporate websites, relevant keywords and topics for online search, contact page viewing details on the website, and news and blog mentions.  These insights will be provided within SFDC, email alerts, and Slack.

“ABM has transformed how marketing teams drive new business and retain customers,” said Golec.  “But many B2B companies still struggle to deliver the comprehensive account view that can help sales teams drive pipeline and close business.”  The Salesforce partnership “gives marketers the ability to empower sales teams with a complete picture of their target accounts so they can increase their productivity and win rates.”