Category: Random

EverString And Bombora Combine AI And Intent Data Through Partnership

Written by: Matthew Halchak


EverString, a provider of AI-assisted sales and marketing software, has partnered with B2B intent data company Bombora to speed up prospecting for sales and marketing teams.

Through the partnership, EverString aims to combine its self-service AI with Bombora’s proprietary intent data to identify companies rising within EverString’s Audience Platform. The partnership enables EverString users to discover other companies that actively research their products and services.

The EverString Audience Platform will give companies access to:

  • Search capabilities to identify high-fit prospects;
  • Sales and account intelligence, contacts and firmographic data; and
  • Data optimized through a combination of machine learning and distributed human intelligence.

“EverString’s partnership with Bombora gives B2B sales and marketing professionals access to valuable intent data directly within EverString Audience Platform,” said J.J. Kardwell, CEO and Co-founder of EverString, in a statement. “With integrated Bombora Surge Data, users are now able to identify companies that are the best fit for their products and services, and which are most likely to engage.”

When Not To Challenge Your Customer

Written by: Tim Riesterer, Corporate Visions

1riesterer1The call for B2B marketers and salespeople to always be challenging and disrupting the customer is a great piece of advice when you’re trying to acquire new business. But it’s actually very bad advice when you’re trying to keep your customers and convince them to pay more. In fact, disrupting your customer during a renewal or price increase discussion is exactly the wrong approach—one that could drive a great customer right into the arms of your competition.

Recently, my company conducted research exploring the pitfalls of applying a provocative message to renewal conversations, or the “why stay” discussion. Since then, we turned our attention to a related discussion that marketers, salespeople and account teams need to handle well: price increases.

Ongoing investments in servicing accounts and improving solutions all end up in the same spot: a post-purchase price increase conversation. The question is, how do you tell this story in a way that drives more revenue without jeopardizing existing customer relationships?

My company, Corporate Visions, collaborated with Dr. Nick Lee, a professor at the Warwick Business School in the U.K., on academic research to answer that very question—and determine the best messaging framework for what I call the “why pay” conversation.

The “Why Pay” Study

For the study, we recruited 503 participants to take part in an online experiment that simulated a renewal and price increase selling scenario. Participants were told they ran a small business and that a two-year contract with a vendor they’d hired to promote their health and wellness plan (and retain employees) was coming to an end, and it was now time to discuss a renewal and price increase.

We tested six different approaches. All the test conditions started by documenting business results to date and all requested the same 4% price increase for the next two-year agreement. Participants were divided into six different groups and placed into different experimental conditions. The range of conditions included a message that introduced a new insight designed to challenge a customer’s current perspective and situation. Other conditions offered certain types of price anchors and discounts (all landing at the same 4%). Another sought to reinforce the status quo bias—an approach our past research revealed to be effective in a renewal context.

The Results 

The experiment revealed that the “challenging” provocation-based message that introduced an unconsidered need was the least effective in terms of framing a price increase—by a statistically significant margin.

Participants in the provocative condition were found to have:

  • 18.8% less favorable attitudes toward the message.

 In addition, participants in the provocation-based message were:

  • 15.5% less likely to renew with their current vendor; and
  • 16.3% more likely to switch to another vendor.

But the study didn’t just reveal what doesn’t work for the “why pay” story; it also shows what does. Specifically, the winning message, according to the study, is one that:

  • Reinforces the status quo bias while introducing key, new capabilities to solve existing needs—not introduce new needs, and;
  • Anchor high with the price increase request, before giving a loyalty discount if the buyer purchases within an advantageous timeframe.

The best performing messages in the study suggest that your message should open by documenting results to date before reinforcing status quo bias, introducing new capabilities and anchoring a high price increase before providing a loyalty discount.

You can view the full research in our new report on communicating price increases.

The big takeaway from this study? The disruptive message so popular today may work wonders when you’re trying to win net new customers. But beware: When you’re trying to convince customers to stay or pay more, that message will set you back in a big way—potentially making your customers susceptible to inroads from the competition.


Tim Riesterer is Chief Strategy and Marketing Officer of Corporate Visions, a marketing and sales messaging, tools and training company. He is responsible for leading the strategic direction of the company in thought leadership, positioning and product development.

45 Marketing & Demand Gen Execs Named ABM Superheroes

Written by: Klaudia Tirico

For the second year, account-based marketing (ABM) software provider Terminus has released its list of top ABM practitioners.

The Top 45 ABM Superheroes for 2017 features C-level executives putting theory into practice at their organizations. The practitioners also exemplify the following seven ABM “superpowers” formulated by Terminus:

  1. Assemble ABM Avengers—the ability to develop sales and marketing alignment.
  2. Gain ABM Clairvoyance—have clearly defined goals for activities and campaigns.
  3. Build the ABM “Bat Cave”—the ability to select the right technologies to scale ABM.
  4. Use Account X-Ray Vision—being laser-focused on best-fit accounts.
  5. Show Results of ABM Steel—the ability to measure the right KPIs vs. vanity metrics such as MQLs.
  6. Spin Your ABM Web—selecting multiple channels and crafting creative messaging.
  7. Up, Up, & Away with ABM—executing ABM campaigns to help sales take off.

“ABM adoption has skyrocketed since we named our first list of Superheroes in 2016,” said Sangram Vajre, Co-Founder and CMO of Terminus, in a statement. “Our 2017 ABM Superheroes are proving the value of an account-based approach to sales and marketing alignment, and the impact ABM has for growing revenue.”

Some of the individuals that earned the title of ABM Superheroes include:

  • Joe Chernov, VP of Marketing, InsightSquared
  • Julia Stead, Sr. Director, Demand Generation, Invoca
  • Bassem Hamdy, EVP Marketing and Enterprise Strategy, Procore
  • Michael Walsh, Director, Digital Marketing, Rosetta Stone
  • Kristen Wendel, Director Marketing Operations, VersionOne
  • Avi Bhatnagar, Director, Digital Marketing & Strategy, WhiteHat Security

Aprimo Introduces New Campaign Management Feature

Written by: Matthew Halchak, Contributing Writer

Aprimo Campaign is a campaign management solution designed to access and select lead lists from millions of contacts and transactions across multiple data sources. It enables marketers to manage customer and prospect lead lists into test and control cells, associate those cells with offers and creative treatments and orchestrate distribution across marketing channels, CRM systems and vendors.


A few of Aprimo’s features and functionality include:

  • Targeting and Segmentation: Reduce time spent on target list development with direct access to marketing data from the cloud.
  • Marketing Data and Infrastructure: Maintain marketing data security and customer data privacy by keeping marketing data in-house and querying it where it rests.
  • Offers: Manage review, approval, expiration and organization of offers, creative treatments and incentives in a central library, while assigning offers to campaigns and cells.
  • Multi-Channel Distribution: Orchestrate and automate delivery of campaign target lead lists to favorite cloud execution channels or external systems using the company’s open integration framework and connectors.
  • Contact Optimization: Manage contact management strategy across multiple, concurrent campaigns and deliver the highest priority, highest return or best communications and offers.
  • Operational Reporting and Response Tracking: Track and report on Campaign information, such as marketing ownership, campaign tracking codes, associated strategies and more.


Aprimo Campaign is for B2B marketers at mid-to-large enterprises, service providers and agencies who want to leverage their in-house marketing data sources for targeting, segmentation and distribution across CRM systems and marketing channels.


Aprimo Campaign integrates with any organization’s CRM system and marketing execution vendor using the company’s Integration Framework and connectors.


Aprimo Campaign is a SaaS solution with a base price and options for additional features.


Clients include BlueCross BlueShield of Tennessee, CenturyLink, Focus on the Family, MGM Resorts International, Navy Federal Credit Union, TNT Express and United Healthcare.


Aprimo Campaign is a SaaS-based Campaign Management solution that aims to eliminate the cost and headaches in maintaining IT hardware and infrastructure while accessing the client’s own in-house marketing data sources, mapping to existing data models and hierarchy, and segment against these sources where they rest to distribute leads to the appropriate execution channel or CRM system.


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AgilOne Launches New Customer Insights Application On Oracle Cloud Marketplace

Written by: Klaudia Tirico

1agiloneAgilOne, a predictive marketing cloud, has announced the launch of its Customer Data and Engagement Hub for the Oracle Cloud Marketplace.

The Hub is designed to help marketers create a single customer profile, apply predictive intelligence to customer data and arrange omnichannel personalization delivered through Oracle Responsys, an email marketing and cross-channel orchestration solution from Oracle Marketing Cloud.

AgilOne’s single customer profile enables Oracle Marketing Cloud customers to integrate data from both online and offline sources. The application’s predictive analytics and insights also are designed to enhance marketers’ abilities to gain deep customer insight, as well as apply machine learning to these insights to understand customer segments and identify revenue opportunities.

SiriusDecisions Unveils New Demand Waterfall Model To Address Changing Dynamics In B2B Engagement

Written by: Andrew Gaffney

The SiriusDecisions Demand Waterfall has transformed the way thousands of B2B organizations have approached, managed and tracked lead management over the past decade. This week at the SiriusDecisions Summit 2017 in Las Vegas, that iconic framework was transformed to address many of the fundamental shifts towards account strategies, personalization and the need for greater precision in measuring pipeline impact.

SiriusDecisons unveiled the new “Demand Unit Waterfall” to a warm reception of more than 3,000 attendees at the Summit.  The new framework features an increased focus on buying groups, rather than the progression of individual leads or inquiries.

Introduced by Terry Flaherty and Kerry Cunningham, both Senior Research Directors with SiriusDecisions, the new Demand Unit Waterfall addresses the realities of engaging buying teams, as well as incorporating new tools and tactics such as predictive analytics and intent monitoring.

While the original Demand Waterfall (which rolled out in 2006) was designed to track activity once a buying journey had begun, Flaherty explained that the new framework was positioned to help companies better define and target their total addressable market.  

The Demand Unit Waterfall adds two new stages—target demand and active demand—which are aimed at identifying target buyers before they have raised their hand or self-identified on your site.

Flaherty said that the new Demand Unit Waterfall addresses many of the gaps and inconsistencies B2B organizations have faced as they have tried to shift to focus more account-based strategies and better align with the metrics of their sales teams.

“The existing model starts with an inquiry, which is when an individual hand is raised,” Flaherty said. “The reality is B2B buying decisions are made by multiple people and with more organizations aimed to drive coverage and engagement across target accounts, there is a need to change how companies define and track key stages of engagement.”

The complete progression of stages in the new Demand Unit Waterfall include:

  • Target Demand;
  • Active Demand;
  • Engaged Demand;
  • Prioritized Demand;
  • Qualified Demand;
  • Pipeline; and
  • Close. 

Breaking Down Buying Groups & Demand Units

Two key components in the new Waterfall model are the focus on buying groups and the concept of Demand Units.

Cunningham said that many B2B organizations have been too limited in defining their target markets, because they were focused on either individual buyer personas or accounts.

In building the new Waterfall model, SiriusDecisions has focused more on buying groups, which are defined as “a collection of personas involved in the process to buy an offering.” This could change for different companies based on different lines of business, geographies, job functions or roles in the purchase process.

Cunningham further explained that a Demand Unit “consists of a buying group that has organized needs the organization is challenged with,” and Cunningham suggested B2B organizations should define buying groups and demand units based on the characteristics of having “relationships, resources and needs” established.

“Organizations may have many demand units, depending on different solutions they sell, and each will have their own unique needs and requirements,” Cunningham added.

Because the new stages and definitions in the Demand Unit Waterfall are better aligned with actual buying scenarios, as well as the criteria sales teams are using, Cunningham predicted the new model will provide much more accurate measurement perspectives for marketers focused on attribution.

“For the math in the old waterfall, it looked like every inquiry should be converting at the same rate, but in reality you could have five inquiries from the same account, which dilute conversion rates,” he said. “Now marketing and sales organizations will have a more accurate view of how they are doing against targeted accounts and how engaged accounts are converting.”

LeadGenius CEO On Prioritizing Sales With Data, Micro-Segments & Personalization

Written by: Klaudia Tirico


Prayag Narula, CEO of LeadGenius, sat down with Demand Gen Report to discuss how B2B sales and marketing organizations are prioritizing personalization with the help of micro-segments, the right data and efficient campaign planning.

Demand Gen Report: Sales (and sales operations) is always trying to identify buyers with a higher propensity to buy. What kind of data is needed for sales to prioritize the most profitable micro-segments of their audience?

Prayag Narula: Marketing and sales teams should think about buying signals in a new way. Buying signals aren’t just about engagement. They can also be specific attributes of micro-segments of your total addressable market.

For example, a publicly traded energy company uses data from LeadGenius to send outbound emails containing personalized messaging with utility rate comparisons. The energy company’s target audience is very specific: commercial building owners in six states with more than 500 square feet of southern-facing roof space. The buildings also need to be located in areas with high enough local utility rates to be ROI positive six months after installing solar panels. Together, all these specific data points combine for a very strong buying signal. If a lead does not fit these exact criteria, it is a waste of resources for the sales team to target them.

DGR: When moving upmarket, how should a B2B company prioritize personalization, volume and efficiency? 

PN: Marketing professionals are moving away from mass emails and moving to personalized emails to get better engagement. In more than half of the enterprise companies LeadGenius works with, the sales development function actually rolls up under the marketing department. It is becoming clear that low-quality lead lists and blasting emails based on low-quality data from Marketo or HubSpot just doesn’t work.

DGR: How can machine learning help marketers today with these initiatives?

PN: There is a lot of hype around machine learning at the moment. Machine learning is a key component of LeadGenius’ software but, at the end of the day, human intelligence cannot be removed from the marketing and sales process, even for seemingly simple tasks like finding accurate account information.

Machine learning algorithms (the same technology behind applications like Amazon Alexa or Apple Siri) can consistently get things right around 60% of the time. We want to get closer to 100% using machine learning to go “the last mile” in real-world applications. We found the answer in creating a tight loop between human intelligence and algorithms, and so that our data is close to 100% accurate. Machine learning helps marketers today because it can automate some research and validates the accuracy of data quickly.

DGR: Sales development has rapidly become a mission critical element in just about every high growth sales & marketing organization today. Why is this the case?

PN: Sales development allows companies to specialize within the sales organization. Specialization leads to greater efficiency.

Many companies are also using their sales development teams to validate messaging and targeting in the real world. In this way, the sales/business development team plays a major role in a business’ overall go-to-market strategy.

DGR: What are some of the different challenges B2B companies face when their business sells to SMBs vs. mid-market and enterprise customers?

PN: The challenge for enterprise companies targeting SMBs is reliably sourcing accurate account data at scale. Accurate data for SMBs is notoriously tricky and resource intensive to identify. Valid, usable information is buried underneath layers and layers of noise on the Internet.

There is a massive long tail of potential SMB revenue out there. Enterprise companies that want to effectively target SMBs with outbound tactics must have a reliable way to build new pipeline at scale so their reps can spend more time actively prospecting, demoing or selling, rather than trying to find the right information for every account and entering data.

DGR: Sales velocity is a factor of lead volume, conversion rates, length of sales cycle and deal size. What levers should sales and marketing teams prioritize when seeking to increase lead velocity?

PN: This obviously depends on a variety of situational factors. One of the things that we see being effective for most companies, regardless of whether they have a fully formed account-based strategy, is using a multiple contact-per-account approach, rather than targeting a single decision maker. This has a significant impact on increasing lead to opportunity conversion rates and reducing the time it takes for accounts to move through the buying journey.

DGR: What are a few ways LeadGenius helps solve its customers’ core business objectives?

PN: LeadGenius provides B2B marketing and sales teams with highly accurate lead generation data and go-to-market insights. We do this with a combination of machine learning and human researchers. Most of our customers use LeadGenius as a strategic partner to better inform their go-to-market strategy with either new lead generation or CRM/marketing database enrichment.

Accurate contact and account data is critical throughout the customer lifecycle. Customers often come to LeadGenius with a top-of-the-funnel need, then quickly begin to see the benefits of LeadGenius in other areas, whether it be multi-channel messaging, support of go-to-market analytics, list-based advertising, account-based targeting, etc.

Engagio Unveils Scout Extension For Marketing And Sales

Written by: Klaudia Tirico

Engagio’s new Scout solution is an ABM Chrome extension that enables marketing and sales teams to gain greater account visibility and communicate with customers and prospects inside the tools they already use—including LinkedIn, Gmail and Salesforce.


Scout aims to help customer-facing teams run coordinated account-based plays without having to leave their platform of choice.

Key features of the Scout extension include:

  • Dashboards that pull individual and account-level data from major platforms, such as Salesforce, marketing automation, LinkedIn, Twitter and corporate email;
  • The ability to edit data on people and accounts, and sync to CRM, while matching leads to the account on the fly (if there’s a new person, Scout prompts you to add them);
  • Complete visibility of communication histories between your company and your target accounts; and
  • The ease of clicking one button to run plays orchestrating account-based interactions across departments and channels.


Scout is used by marketers, sales and sales development executives and customer success representatives.


Engagio’s Account-Based Marketing and Sales solutions, including the new Scout extension, are compatible with and all major marketing automation platforms, including Marketo, Eloqua, Pardot and HubSpot.


Scout is an extension of Engagio’s ABM platform, which is SaaS based. The pricing for Engagio’s ABM solutions averages in the range of $25,000 to $50,000 per year.


Engagio customers using Scout include VersionOne, Box, VMware, Domo, Silkroad, 360 Insights, Invoca, Zenoss and many more leading companies.


No other ABM solution offers best-of-breed account access, visibility and account-based engagement that Scout from Engagio provides. With Scout, Engagio helps make marketers the hero by letting them provide sales reps with the tools they need for account-based insight and action.


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San Mateo, CA 94401

2017 State Of Inbound Report: Mixed Perspectives Between C-Level, Managers On Alignment

Written by: Brian Anderson

The latest installment of the annual State Of Inbound Marketing from HubSpot showed a disconnect between how the C-suite and its managers view the company’s sales and marketing relationship. The study revealed that 31% of C-level executives say their teams are tightly aligned, while only 17% of managers agree.

The annual report also showed that while 44% stated that their marketing and sales teams are “generally aligned,” only 22% of respondents said that their teams are tightly aligned with sales and marketing service level agreements (SLAs).

“When we unpacked the data, we found that the executives who set the vision for their companies have very different perspectives on the state of their business, compared to individual contributors tasked with executing on that vision,” said Brian Halligan, CEO of HubSpot, in the report. “Executives need a better understanding of the day-to-day challenges employees face, and employees need to communicate more clearly the roadblocks in the way of success.”

The top-three marketing priorities for respondents were converting contacts and leads to customers (70%), growing traffic to the website (55%) and increasing revenue derived from existing customers (45%).

Specifically, when it comes to inbound marketing, respondents’ top-three priorities include growing SEO/organic presence (61%), blog content creation (53%) and content distribution and amplification (47%).

Other findings from the report include:

  • Sixty-one percent of respondents feel their organization’s marketing strategy is effective;
  • Close to two-thirds (63%) of respondents said generating traffic and leads is their top marketing challenge, followed not so closely by providing the ROI of marketing activities (40%); and
  • Roughly one-third (32%) of respondents said their sales team spends more than an hour performing data entry or other manual tasks. Another 32% said they spend between 30 minutes to an hour performing such tasks.

Salesforce Unveils Einstein ABM, Aims To Bridge Marketing And Sales Engagement Efforts

Written by: Brian Anderson

AccountDashboardSalesforce has announced the launch of Einstein ABM, an end-to-end B2B marketing solution designed to help marketing and sales teams target their top-priority accounts, better personalize campaigns and engage with prospects at scale using artificial intelligence (AI).

The solution brings together new and existing Salesforce offerings in an effort to bridge sales and marketing across the customer journey. Users can prioritize the highest quality pipeline and engage prospects with personalized content at the right time to close deals faster.

Specifically, the company said Einstein ABM intends to help users:

  • Identify high-value accounts: Einstein Lead Scoring automatically identifies the accounts most likely to convert based on factors such as relationship history and past purchases. Advertising Studio can then help users advertise to new lookalike prospects based on existing prospective buyer behavior from their CRM.
  • Enhance account engagement: Engagement Studio positions marketers and sales reps to send personalized emails based on real-time buyer behavior or qualifying values, such as when a lead engages with a specific piece of content. Einstein Opportunity Insights also can analyze customer sentiment, competitor involvement and overall lead engagement.
  • Sync marketing and sales efforts: Einstein Account Insights can offer sales reps with the latest prospect news—such as M&A activity and financial results—to inform engagement strategies. Reps can then use Salesforce Engage to personalize marketing content and reach out to leads within accounts in a timely manner.
  • Measure and optimize campaigns: With B2B Marketing and Sales Analytics, companies can understand the performance of their marketing campaigns against targeted sales opportunities in a single dashboard. New Multi-Touch Campaign Insights can also help marketers identify the attributes of marketing campaigns that have the highest potential to drive sales for targeted accounts.

“Doing ABM via CRM is table stakes to whether you can do it successfully or not,” said Mike Kostow, SVP and GM of Salesforce Pardot, in an interview with Demand Gen Report. “With Einstein ABM, users can gain account insights, which instantly give account reps details on their top-tier accounts. Along with Salesforce Engage, they can see in real-time how buyers are engaging with content, and tailor conversations based on that engagement.”

While Einstein Lead Scoring, Einstein Account Insights and Einstein Opportunity Insights are already generally available via the Salesforce Sales Cloud, Multi-Touch Campaign Insights is currently in pilot and expected to be generally available in the second half of 2017. Engagement Studio, Salesforce Engage and Advertising Studio are also generally available currently via Salesforce Pardot.