NetLine Introduces Lead Management Platform for B2B Marketers

NetLine Corporation released its Lead Management Platform: a SaaS solution offering B2B Marketers centralised lead capture, qualification, routing, analytics, and companion content amplification campaign capabilities within one simple-to-use and self-service interface.

Until now, NetLine’s Lead Management Platform has been exclusively reserved for use by countless tier 1 B2B media organisations to power their gated content and first-party data capture experiences. Starting today, the Platform will help B2B Marketers turn their existing traffic into revenue-based outcomes, enabling B2B Marketers to streamline their lead capture, lead management, and content amplification programs within one tool — furthering NetLine’s goal of democratising lead gen for all.

While newly available for B2B Marketers, this is an established and proven product that media companies have leveraged to increase conversions and generate richer first-party data to accelerate sales dialogue. Key features and highlights include:

  • Unified and Predictive Login: 70 per cent of audiences are immediately recognised and offered zero typing or an enriched (less typing) experience. Most users will only need to complete 5-7 fields — a 60 per cent reduction in typing vs. traditional and non-predictive forms.
  • Content Format Agnostic: One common form across every type of gated content format — including webinars and virtual experiences. Simplify and consolidate all legacy form solutions to a common experience for audiences and, more importantly, a common data structure with far richer user profiles.

This article was originally published by Martechvibe. On Dated: July 9, 2021

B2B Enterprise

What’s in Your Stack? B2B Enterprise Tech Edition

There is a lot to think about when building a MarTech stack. It’s a crucial role that will automate manual tasks, inform decisions based on collected data, segment customers into cohorts so you can launch targeted campaigns and measure performance, so you know what’s working and what’s not.

In addition to finding tools that help your organisation achieve its business objectives, it must also be usable for your team without the addition of more technical resources, offer interoperability between existing systems, be able to grow with your company and be affordable enough to justify the costs.

Gartner extended its digital performance benchmarking methodology to understand how leading brands orchestrate their martech stacks and how these stacks contribute to business success. Brands were classified as either “Genius” (their digital competence is a point of competitive differentiation for these brands); “Gifted” (the brands are experimenting and innovating across the site, mobile and social platforms); “Average” (digital presence is functional yet predictable); “Challenged” (limited or inconsistent adoption of mobile and social media platforms); or “Feeble” (investment does not match opportunity). According to the Gartner report, only 18 per cent of brands have mastered their extensive martech stack to produce genius-level marketing performance.

There are many factors to consider, and there are a lot of options to choose from. Scott Brinker’s 2020 Marketing Technology Landscape listed 8000 solutions at last count. The MarTech Conference’s Stackies Awards celebrate companies based on the conceptual organisation of their stack. There is a lot to learn from legacy companies that have mature stacks.

This article was originally published by Martechvibe. On Dated: August 2, 2021


Beyond, MATRIXX Partner To Help CSPs Monetise 5G And IoT B2B Solutions

Beyond by BearingPoint and MATRIXX Software have partnered to give CSPs the ability to develop, sell and monetise 5G and IoT B2B solutions in real-time using a digital marketplace, announced the companies.

The integration of Beyond’s Infonova Digital Business Platform with MATRIXX Software’s Digital Commerce Platform will enable CSPs to combine connectivity and network slicing capabilities with technology solutions like IoT, Edge and Cloud, third party services and vertical industry applications to unlock new revenue and growth models.

5G capabilities create new opportunities for CSPs to automatically configure and monetise their networks in ways that were not previously possible. At the same time, 95 per cent of enterprises and small to medium businesses (SMBs) recently surveyed believe that participating in an ecosystem of partners to create and deliver advanced solutions is more promising than the 5G network technology itself. It is imperative that CSPs bring together these two worlds by integrating new network offerings and revenue models with additional technologies, applications, and partner services, thus co-creating solutions that address evolving business-to-business (B2B) needs in the healthcare, industrial, transportation and public sector industries and beyond.

This partnership was created to enable CSPs to do exactly that, giving them the advantage of MATRIXX Software’s world-leading 5G monetisation capabilities, integrated with Beyond’s leading digital ecosystem orchestration and monetisation platform.

B2B Data

An Open Narrative on B2B Data Privacy

Brands look for alternate, cookie-less solutions to use their B2B consumer data that would mitigate their critical business decisions.

Technical insight into how B2B consumer data is used for retargeting purposes is always a concern. Quite simply, the utilisation of data used for making budget and target decisions by businesses need to be revealed and documented. With the collapse of third-party cookies expected in 2022, business leaders assert consumer data awareness as a priority.

While more than 60 per cent of consumers have already been dismissing cookies manually or with ad blockers, Google, Firefox, and Safari have started to eliminate it for good. As a contingent, consumer awareness of customer privacy is imperative. Marketers and brand leaders must now understand all the technical limitations that this process might entail and adjust their business goals accordingly.

Experts reckon that it would be impossible to collect data from end-users eventually. One major strategy that companies must adapt is to demonstrate their concern for data privacy to their clients. B2B business relationships are considered fragile in the data privacy front, so it would be essential to win consumer trust with data concern demonstrations. Marketers will also have to use content-driven data from sources other than third party cookies.

Silverbullet conducted a survey that revealed that 65 per cent of CMOs collaborated with third-party companies to figure out cookie-less solutions. Other CMOs are working with agencies to elevate first-party data strategies or partnering with organisations to create data profile systems. Employee buy-in will play a significant role this year. Data protection training programmes and data security responsibility will not be restricted to IT, but all company departments.

A possible alternative for brands would be to limit PII access. Some brands have already begun to implement this tactical programme. With PII, a smart encrypted service, only the clients’ required details are used, while the rest is encrypted. It curbs misuse of personal data as no one would have access to the customer PII.

Marketers also turn towards permission-based activity but end up with little results. They fail to understand that asking for permission to use data for a better customer experience is not the only thing business clients are worried about; instead, they seek privacy assurance. They want to know if the brand is managing and using their data carefully.

A report on an in-depth review of all digital buys, custom audience generation on social media, and a dynamic audience creation on various other platforms is suggested. It will help brands bring their customers on board about how collective customer data helps achieve business targets.

Marketers cannot risk using B2B customer data without end-user permissions or preferences as it may rebound as a legal issue. The convolution of data privacy deters businesses from coming up with new methods that mitigate their critical business decisions. Experts continue to urge marketers to come clean about data usage. They reckon it is the only way to harbour growth and success in the future when privacy laws will dominate markets.

B2B Marketing Leader Awarded “Innovator of the Year”, the autonomous demand generation platform, won “Innovator of the Year” at LinkedIn’s Partner Connect North America event last month for their work with LinkedIn conversation ads. This award recognizes the partner who has made a significant impact to customers and the partner community through a new and innovative service or solution with LinkedIn Marketing Solutions.

An early adopter of the ad format, Metadata’s marketing team leveraged conversation ads to engage prospects with messages that were customizable to both the person and their position within the funnel. The team built a campaign to drive awareness, interest, and demo requests from buyers within target accounts.

Using this new tactic, Metadata increased platform demo requests 300% and reduced monthly cost by 20%. Metadata also saw efficiencies with cost-per-leads around $70, and 80% of prospects who filled out the Lead Gen Form on LinkedIn taking a demo.

“It is an honor to be recognized by LinkedIn’s Marketing Partner Program as 2020 North America “Innovator of the Year.” We’ve been developing solutions with LinkedIn and other B2B advertising platforms to provide our customers with the most effective way to drive revenue through digital advertising,” said Jason Widup, VP Marketing, Metadata. “Our work with LinkedIn Marketing Solutions shows the power of LinkedIn conversation ads and how we can bring new solutions into our platform with our LinkedIn integration and drive similar success for our own customers.”

Today, Metadata customers build audiences for conversation ads in the Metadata product, and then create their ads in the LinkedIn Campaign Manager to target the Metadata audiences. In the near future, customers will be able to launch and manage a complete conversation ads campaign directly from the Metadata platform.

In this past year, Metadata also introduced a LinkedIn audiences integration enabling dynamic contact and account targeting. The company also offered additional functionality for customers including support for native LinkedIn targeting facets, custom fields for Sponsored Content and Lead Gen Forms, and the ability to launch video ads on LinkedIn that can dramatically increase conversion rates and lower CPL.

Metadata’s autonomous demand generation software is a massive advantage for marketing teams as it sets the entire martech stack on autopilot by connecting existing tools and putting them to work. Demand marketers from companies like Zoom, Drift, Pendo, Udacity, and Vonage have experienced as much as a 4.5X ROI in as little as 90 days using Metadata.

Metadata’s rapidly growing customer base continues to praise the technology for helping achieve B2B marketing results beyond the scale and scope they previously thought possible.

2020 was a banner year for Metadata with an oversubscribed Series A and ranking as No. 233 in the Inc. 5000 Fastest-Growing Private Companies in America Annual List. The company reported an impressive growth rate of 1869.18% revenue growth over the past three years. It also announced a full sweep in the top leadership position in the most recent G2 Fall 2020 Grid® Report for the Account-Based Advertising category.

PureB2B Launches PurePredict Uses Multi-Source Intent Data

PurePredict aggregates and analyzes three layers of intent data – contact-level intent, domain-level consumption trends, and company-level social media intent triggers to provide more accurate in-market buying predictions

PureB2B, a leading global provider of full-funnel lead and demand generation for B2B technology companies, today announced the launch of PurePredict, which combines three distinct sets of intent data and synthesizes it using the company’s predictive analytics technology, to give B2B sales and marketing teams the insights they need to increase conversion rates, pipeline generation and ROI.

“Marketers today are being challenged with owning more of the funnel – not only on MQL’s but pipeline and revenue as well – and it is harder than ever before to identify who the correct buyer is and the best time to engage them.  Intent data was once viewed as the answer to these problems, but it’s become fragmented and costly, often limiting marketers to single types of intent, which leaves significant gaps in either validity or scale,” explained Christopher Rack, President of PureB2B.  “Our mission is to optimize demand generation, so we knew it was time to reimagine intent data and super-charge the analytics behind it – and that’s exactly what we have accomplished with PurePredict.”

PurePredict combines contact-level intent AND company-level social media intent triggers AND domain-level consumption trends to provide the most accurate buying predictions available in the market today:

  1. First Party Intent Data – Delivers Contact-Level Content Consumption and Behavioral Trends
  2. Trigger-Based Intent – Delivers Insights from Millions of Online Interactions across Social Media, SaaS Review Platforms and Technology Forums
  3. Content Engagement – Identifies User and Account Based Content Interactions across 600,000 Websites and more than 7,000 Topics

Historically, most intent providers have captured one-off buying signals, labeling the person or their company as “trending.” PurePredict’s 3-layered fusion of intent data takes into account the prospect’s entire research journey, and the synthesis of that data eliminates the false positives and over-promising currently flooding the intent market.

Unlike older intent taxonomies that are fairly limited to vague categories such as “IT security” or “HR”, PurePredict drills down to thousands of topics and keywords like “Phishing” or “Payroll Processing.” By combining first party and third party content consumption and web trigger sources, PureB2B seamlessly tracks over 600,000 sites and three million companies, while still maintaining high thresholds of valid intent engagement.

PureB2B, a Demand Science company, also expects to integrate additional categories of intent data beyond First-Party, Trigger-Based and Content Engagement in the coming months.

B2B Consumer Data Analytics Platform TactileAI Raises $1M

Funding will be used to develop its enterprise SaaS platform for disrupting consumer testing in the skin care industry and partner with leading global beauty brands.

TactileAI, a B2B consumer data analytics platform for the global beauty care industry, today announced the closing of $1 million in seed round funding by SpringCamp. SpringCamp is an early-stage venture capital fund backed by NAVER, the Seoul-based tech company that operates South Korea’s largest search engine and is often referred to as the “Google of Korea.”

Founded in November 2020 and based in the San Francisco Bay Area, TactileAI aims to modernize consumer testing in skin care, which remains one of the major bottlenecks in the beauty care industry as brands struggle to keep up with the speed of new trends. COVID-19 also accelerated the urgency for beauty companies to find new digital solutions as consumer experience centers were forced to shut-down and they can no longer rely on conventional testing methods.

“TactileAI is building the future of consumer testing in beauty care by decentralizing the consumer panel and providing brands with unique consumer analytics using data science and machine learning,” said Victor Oh, founder and CEO of TactileAI. “I’m very proud to get our first investment from South Korea, a global leader in skincare and beauty care trends like K-beauty. I’m confident that by combining our expertise from Silicon Valley and Korea we can quickly globalize our platform for beauty care companies.”

Kyungpyo Ko at SpringCamp says, “In the booming global beauty market, TactileAI will be a game-changer that is innovating the way beauty brands develop products and do marketing. We expect to see K-beauty brands connect more with a global audience by developing exceptional products using precise information on consumer experiences.”

With the new seed funding, TactileAI is actively hiring software engineers and data scientists to build out its enterprise software-as-a-service (SaaS) platform. In 2021, TactileAI plans to continue working with leading companies in the beauty care industry.

“We’re very excited about the opportunity to work with TactileAI,” said Jacek Brozda, Head of Ventures and New Business at Beiersdorf Korea, “We believe their platform can disrupt consumer testing in the beauty care industry and help us realize new consumer insights in a data-driven way.”

True Influence® Warns B2B Marketers Not to Get Fooled by Bad Data

This April Fool’s Day the joke is on marketers who ignore the importance of quality, accurate data

As the saying goes, “Fool me once, shame on you. Fool me twice, shame on me.” True Influence®, the technology leader of intent-based sales and marketing solutions, wants to make this April Fool’s Day about telling the truth because there is already too much soothsaying, fortune telling, and bamboozling in the B2B world. Truth matters when it comes to turning data into authentic, actionable intelligence.

“Truth Matters’ is a motto that we live by at True Influence. We know the most important aspect to driving success for B2B sales and marketing is accurate data, so we are committed to providing reliable, quality data for our customers,” said Brian Giese, CEO of True Influence. “It’s important to remember that data is scattered everywhere, and people access the internet from multiple devices. So, you have to examine multiple variants including intent signals, demographic, firmographic and technographic data to find the most robust insights to drive all of your marketing and sales efforts.”

On this day of trickery, True Influence wants to emphasize how truth in data can be the difference in success or failure for B2B marketers.

“The fact is so many companies out there are just reselling lead data,” Giese explained. “They claim it’s authentic and the leads are relevant, but once you look under the hood, you see they are just reselling other people’s leads over and over again. That’s never going to help companies close the sale and increase revenue. Ensuring B2B data is accurate, actionable, and true is a deeply complex process. And, we believe when it comes to delivering real results to customers, the truth matters.”

True Influence uses a three-pronged process of proprietary algorithms to screen out inaccurate records, so only real, active B2B contact records are delivered. It starts with an Identity Graph Triangulation® where records are matched to build a cohesive, omnichannel view of individual customers. These customer records are then analyzed by the True Influence Relevance Engine®, where advanced intent monitoring analytics using natural language processing, machine learning, and artificial intelligence examine behaviors that identify billions of intent signals to get a clear picture of and total active market (TAM) for specific products and solutions. Each contact record is built with unprecedented speed and accuracy and is TripleCheck® validated to ensure all information is 100 percent correct.

DiscoverOrg Expands Leading B2B Database Beyond the Enterprise with 400% Growth in Coverage

Rapid advancements in human-in-the-loop automation technology drives accelerated data growth – providing significantly more coverage of small and medium-sized businesses

Vancouver, Wash. – Dec 10, 2018 – DiscoverOrg announced today the relaunch of its market-leading B2B intelligence platform with a 400% increase in contact coverage and 200% increase in account coverage. DiscoverOrg now profiles over 20 million contacts and 500,000 companies across the globe—all cleansed, processed and maintained using the company’s proprietary human-in-loop automation technology.

The additional data in particular expands DiscoverOrg’s coverage of small and medium-sized  businesses across all industries; today, 94% of all accounts profiled in the platform have less than 1,000 employees.

With this launch, no other company in the industry offers the data quality and depth that smart go-to-market motions demand, AND the data quantity to reach entire addressable markets.

For a decade, DiscoverOrg has stood alone in the sales intelligence market by delivering solely research-verified data and insights on the most important decision-makers and companies with an unparalleled level of depth—including detailed organizational charts, in-depth buying scoops, real-time intent signals, and highly granular technographic profiles—while holding back millions of records pending further review and verification by its in-house research team.

Now, with advances in its proprietary technology and human-in-the-loop automation, the company is making much larger quantities of technology-generated data available across a significantly broader universe with levels of accuracy not typically seen at these volumes.

“The dramatic growth of our database is due to rapid advancements in technology-enabled processes built on a decade of expertise with human-verified research,” says Derek Smith, DiscoverOrg Senior Vice President of Data. “This human+technology approach has allowed us to develop unique assets for cleansing, verifying, and maintaining data that gives our customers the best advantage available: deep, accurate and complete data that fuels their growth.”

“Our customers have always loved the best-in-class coverage DiscoverOrg provides on large and midmarket enterprises. This expansion enables teams that sell into smaller organizations to benefit equally from DiscoverOrg,” says Katie Bullard, DiscoverOrg President.

About DiscoverOrg

Whatever your next stage of growth, DiscoverOrg will get you there faster. Growthbound organizations depend on DiscoverOrg’s deep B2B intelligence to drive their sales, marketing and recruiting activities. Our award-winning solutions provide a stream of accurate and actionable company and contact insights that can be used to find, connect with and sell to target buyers and hires more effectively – all integrated into the leading CRM, Sales Engagement and Marketing Automation Tools on the market. DiscoverOrg’s biggest differentiator is the combination of proprietary technology, tools and integrations with a layer of human-verification that allows us to deliver the highest guaranteed accuracy of any B2B provider in the market.

Martech Company Quad Welcomes Sales & Marketing Executive

Former Nielsen Senior Vice President Julie Currie Joins Quad as Executive Vice President & Chief Revenue Officer

Quad/Graphics, Inc. (NYSE: QUAD) (“Quad” or the “Company”) today announced that Julie Currie has joined the Company as its new Executive Vice President & Chief Revenue Officer. Currie succeeds Renee Badura, Executive Vice President of Sales & Marketing, who will be retiring after 34 years of service to the Company.

Currie brings a wealth of marketing, retail, and CPG client services knowledge to Quad, a marketing solutions partner with a unique integrated service platform that helps clients reduce the complexity of working with multiple agency partners, increase content workflow efficiencies, and improve the effectiveness of their overall marketing spend. Currie’s experience leading organizational change and transformation, and her keen understanding of data and analytics, will provide immeasurable value to Quad and its clientele.

Currie spent 25 years at The Nielsen Company, where she ultimately served as Senior Vice President of Global Retail Product Leadership, leading the company’s strategic transition from a product-selling organization to strategic solutions one, and grew its revenue by double digits. Her clients included Walmart, The Kraft Heinz Company, Procter & Gamble and Miller Brewing Company.

Most recently, Currie served as a principal consultant for FCM, a consultancy where she worked with clients on strategies for achieving company growth, optimizing operational performance, and cultivating corporate sustainability.

“We are confident that Julie’s experience and expertise will help accelerate our transformation as a marketing solutions partner,” said Joel Quadracci, Quad Chairman, President & CEO. “She is a strong leader who has orchestrated transformation strategies for product expansion and business development as well as ongoing client management. Her experience in marketing services for retail and CPG clients, along with her extensive data analytics background, will fortify our offering and open new avenues for growth. Already she has hit the ground running and will provide excellent vision and leadership for Quad.”

“Quad has distinguished itself as a marketing solutions powerhouse, providing a unique integrated offering that helps clients simplify their executional requirements to deliver campaigns more efficiently and effectively,” Currie said. “I am excited to join an industry innovator that has both deep roots and a desire to stretch and grow in new ways. This is a prized role that will allow me to apply my knowledge, innovate new solutions, and truly have an impact on the Company and its clients.”

In addition to her business acumen, Currie is a sought-after speaker and has been a featured presenter at industry events, including for the National Retail Federation. She also serves as an influential board member for the Boys & Girls Club of Lake County (Illinois).