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6sense and Uberflip Team Up to Improve ABM at Scale

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TLDR:

6sense and Uberlip formed a strategic partnership in order to provide ABM experiences at scale. This new integration will allow personalization values to be adapted to content streams. Joint customers will now be able to create personalized content experiences enhanced by intent data at scale. Given that the large majority of the B2B buyer’s journey happens without buyer identification, the new partnership will allow for the early identification of accounts. Joint customers are reaping the rewards of this partnership.

6sense is an account orchestration platform, and Uberflip is a content experience platform. 

Together, they formed a strategic partnership that will adapt personalization values like buyer identification, buyer behavior, and buyer stage, from 6sense to Uberflip’s content streams.

As most of the B2B buyer’s journey happens below a business’s radar, the kinds of content they consume has never been more important in an ABM strategy. 

The CMO of Uberflip, Randy Frisch, says that knowing which kind of content to use to engage accounts is tricky. Joint customers can create content experiences on the programmatic scale to ensure they’re at the best place they can be.

According to the 6sense CMO, Latane Conant, engaging accounts with the right content is difficult because brands have so little control over the majority of the B2B buyer’s journey. This new partnership will allow for the early identification of accounts so they can be targeted with personalized content quickly and efficiently. 

And joint customers are wasting no time taking advantage of the opportunities created by this integration. According to the CEO of Aprimo, Ed Breault, both 6sense and Uberflip have been about creating demand and providing stellar content experiences.

Breault continued in saying that he now has the necessary data to know which accounts should be valued higher. In addition to that, he now has a reliable steam of demand because he can generate unique content experiences. 

Breault concluded his statement by saying that when these two things—predictive demand and personalized content experiences— are accounted for and factored into the equation, for Aprimo, ABM is not a buzzword. It’s a real strategy not to be a specialty strategy. It’s the one and only strategy for Aprimo from now on. 

Original article from MarTech Series on 19 August 2019. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

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