Account Based Marketing

AdRoll Group Acquires Growlabs to Amplify RollWorks Business Unit

Robust B2B Identity Graph Addresses Industry-Wide Challenge Around Access to Quality Data to Connect Account Information, Lead Data, and Buying Intent

AdRoll Group announced the acquisition of Growlabs, a two-year old startup with a comprehensive B2B database and suite of lead generation and outbound sales automation technologies. The acquisition of Growlabs will bolster AdRoll Group’s identity graph and data capabilities to strengthen B2B offerings.

Launched in February of this year, RollWorks, a business unit of AdRoll Group, is focused on providing B2B marketers with an account-based marketing (ABM) solution from account discovery through engagement and measurement. With Growlabs’ vital B2B database, the company will amplify offerings with the RollWorks business unit.

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Today, a lack of quality data makes it challenging for B2B marketers to run targeted, coordinated, multi-channel campaigns. Inbound and outbound marketing are often disconnected taking place on two different platforms with different tools and systems, making it difficult to understand the data. Through this acquisition, AdRoll Group will leverage Growlabs’ data containing 12 million companies and 320 million business identities to enhance its proprietary data graph of more than 1.2 billion digital profiles. The AdRoll Group advanced AI engine will allow marketers to activate this data in coordinated, cross-channel campaigns reaching targets at the right time and place to drive action, while making the most of marketing budgets.

“This acquisition gives us the ability to enable our customers to leverage the precise data needed to connect with B2B buyers at scale,” said Toby Gabriner, CEO of AdRoll Group and President of RollWorks. “The customer journey in B2B is incredibly complex. An average B2B deal now requires 6.8 people to sign off before a company makes a purchase. Trying to connect with each of those stakeholders in a way that resonates is a significant undertaking. The capabilities the Growlabs team brings will enable us to provide richer data and actionable insights to our B2B customers, accelerating their revenue growth.”

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Beyond data integration, Growlabs expands the RollWorks offering to multi-channel engagement. This includes the ability to use targeted lead information to find buyers that display high fit and high intent. It also adds the ability to activate ads and sales automation sequences in coordinated ABM campaigns. Once capabilities are integrated, customers will be able to run multi-channel campaigns with messages automatically sequenced and synched with sales stages, boosting conversions and accelerating the sale cycle.

Ben Raffi, CEO, Growlabs added, “Our mission has always been to help marketers grow fast – a mission we share with AdRoll Group. Together, we’ll accelerate marketers’ ability to drive revenue. The data and multi-channel capabilities we can offer B2B customers with RollWorks today, and in new product development going forward, will be a game changer for B2B marketers.”

Admin12th April 2020, 8:18 pm28th May 2020 0 2861

Account Based Marketing, B2B Data, News

Adobe Completes Acquisition of Marketo

Adobe announced the completion of its acquisition of Marketo, the market leader for B2B marketing engagement. With Adobe’s acquisition of Marketo, customers will benefit from the combination of Adobe Experience Cloud’s analytics, personalization and content capabilities with Marketo’s lead management, account-based marketing and revenue attribution technology, helping companies further connect marketing engagement to revenue growth. Marketo Engagement Platform will become part of Adobe Marketing Cloud, the leader in managing, optimizing and orchestrating cross-channel experiences and campaigns across B2B and B2C use cases in all industries.

“Adobe is leading the charge to reimagine customer experience management, and with Marketo, we’re further delivering on this vision.”

Digital transformation has become the mandate for executives in every boardroom across the globe. To compete and win today, businesses need to provide a world-class, end-to-end customer experience across every touchpoint. Adobe is leading the charge to reimagine customer experience management (CXM) with Adobe Experience Cloud, the industry’s only end-to-end solution for marketing, advertising, analytics and commerce.

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The Marketo Engagement Platform drives business growth by personalizing complex buyer journeys and uniquely aligning marketing and sales teams across every channel. Marketo’s platform is feature-rich and cloud-native with significant opportunities for integration across Adobe Experience Cloud. Marketo’s ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members.

“The combination of Adobe Experience Cloud and Marketo’s Engagement Platform provides an unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes—making every business an experience business,” said Brad Rencher, executive vice president and general manager, Digital Experience, Adobe. “Adobe is leading the charge to reimagine customer experience management, and with Marketo, we’re further delivering on this vision.”

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“Marketo is the long-standing leader in B2B marketing,” said Steve Lucas, CEO, Marketo. “As a part of Adobe, we see an extraordinary opportunity to further accelerate Marketo’s momentum and deliver combined value to marketers around the world.”

With the acquisition now closed, Marketo CEO Steve Lucas will continue to lead the Marketo team as part of Adobe’s Digital Experience business, reporting to Brad Rencher.

Admin2nd April 2020, 2:24 pm28th May 2020 0 2325