TLDR:
ABM platform Demandbase has formed a strategic partnership with Marketo, which is a marketing automation software business. The goal is to combine the capabilities of both companies to pair intent data to contact data.
Demandbase and their platform continue to make strides in the ABM field. This time, specifically, that stride comes in the form of a partnership created with the marketing automation company, Marketo.
What this partnership enables both companies to do is connect the deep-level intent data Demandbase provides with the contact data supplied by Marketo. As a result, customers of both solutions will have a thorough and complete outlook on the buyer’s journey. This includes a range from first-signal buying intent data to the engagement levels of the sales team.
B2B marketers have a problem. In particular, they have issues when it comes to using contact lists for ABM campaigns. What compounds this problem is that it is growing more and more present, with ABM becoming mainstreamed. With this partnership, the problem is addressed. Marketers can now use their contact lists across channels in ABM campaigns.
It works by Demandbase using several forms of data from Marketo so it can reach targeted accounts through Marketo itself. Marketers create audiences in Demandbase and then execute lead-generation activities geared toward reaching those target accounts.
On Marketo’s end, users can carry out advertising campaigns from the software using Demandbase. This ensures the buying committee can be appropriately contacted with first-party contact data from Marketo.
It’s no secret ABM is an agile strategy. It’s very responsive to change. As such, it allows B2B marketers some freedom to be able to play around with it to achieve their business goals. This new partnership introduces new rules to ABM, changing how it can be used.
The union between Marketo and Demandbase has the capacity to solve many problems marketers have when trying to carry out an ABM strategy. They need to engage individuals and the buying team as a whole. And they need to do it not merely on a single channel alone. For the promise of ABM to be upheld, both individuals and accounts must be contacted and served with relevant contact, content, and communications. All of which is made possible through the business bond that now exists between Demandbase and Marketo.
Original article from MarTechSeries on 29 March 2019.
