Integrate Launches New Product Features to Drive Precision in ABM
Integrate, a pioneer in B2B Precision Demand Marketing (PDM), today unveiled new product capabilities that empower advertisers to use account-based marketing (ABM) tactics that are more focused and effective. Account Profiles, Target Account list import, and Target Account list optimization are some of the new features in Integrate’s Demand Acceleration Platform that give users more insight into cross-channel campaign performance by account, automate the creation of target account lists from different sources, and ensure greater budget accuracy for ABM campaigns.
Only 27% of marketers claim that ABM is a key component of their strategy, and 54% intend to spend less on ABM in 2023, according to a recent survey on the “2022 State of B2B Marketing Budgets” that Integrate conducted in collaboration with the international research firm Demand Metric. According to the paper, this is a result of how challenging it is to successfully adopt ABM. The trifecta of a buyer-driven, cross-channel strategy (54%), an always-on strategy (43%), and traditional demand gen (43%), on the other hand, is where marketers are primarily concentrating their attention. In fact, 26% of “ABM” initiatives don’t actually adhere to any principles of ABM best practices, according to Forrester’s 2022 State Of ABM Survey.
“In theory, ABM is in many ways just good marketing, but in practice, it’s incredibly hard to get right”, “It’s evident that B2B marketers are looking for ways to be more precise, more agile, and more personalized in their approach, and we are supporting customers toward achieving predictable pipeline.” Colby Cavanaugh, SVP of Marketing at Integrate
The new product capabilities in Integrate’s Demand Acceleration Platform, which include the following capability, increase marketers’ capacity to execute ABM with accuracy and maximise their ABM investments.
Account profiles give advertisers a clearer picture of the reach and engagement of their target audiences and improve their understanding of the effectiveness of their cross-channel marketing efforts. Marketers can zoom in on an account-by-account view of engagement to see engagement across target account lists.
Target Account List Import gives marketers more choice in how they bring in account information by making it simpler and quicker to import target account lists automatically from top ABM providers, sales teams, or customer success teams. To quickly launch marketing campaigns, marketers are able to optimise and customise their target account lists and do away with manual processing. The list can be automatically updated on a user-defined schedule, such as daily, weekly, biweekly, or monthly.
By enhancing lead targeting throughout your entire target account list, target account list optimization ensures a more equitable distribution of opt-in leads from each domain on your list. Either the source level or the campaign level can be configured for this.
“If there’s one thing we’ve learned in these past few years of uncertainty, it’s how important it is for B2B marketers to take a buyer-centric, cross-channel strategy so they can reach their buyers better”, “That’s why at Integrate, we are building products that support B2B marketers across the marketing maturity continuum with a Precision Demand Marketing approach to bolster both ABM and traditional demand generation efforts.” Aaron Mahimainathan, Chief Product Officer at Integrate