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Behavioral Scoring in Account-Based Advertising

Account-based marketing (ABM) has been around for over a decade, first introduced by ITSMA in 2004. It was created “to help marketers stop generic sales pitches and zero in on the essential needs of their most important clients.” Now, 15 years later, we are finally in a place where companies incorporate ABM into their marketing strategies and budgets. Yet, as with every relatively new technique, many marketers are still struggling with measuring the effectiveness of their ABM campaigns, especially scoring accounts before…

Launch Of The New OpenAP Market Brings Simplicity And Scale To Audience-Based Campaigns In TV Advertising

Building on its existing standards-based audience definitions, the OpenAP Market now helps advertisers power audience-based campaigns across linear TV and long-form digital video OpenAP, the advanced advertising company owned by Fox Corporation, NBCUniversal and Viacom, today announced it has launched the OpenAP Market, an open marketplace that now offers premium video advertising inventory and unified audience-based buying across the largest collection of digital and linear television programming. The release expands…

Content is The “Lion Factor” in Succeeding with ABM and Person-Based Marketing

The lion is as good as it hunts. The beauty and the strength wane as the hunt goes down. I often relate to that impressive 'Lion' factor in content marketing too! Do you? How do you measure the performance of your content, and how often? To find answers, you have to be a lion in your B2B marketing strategy yourself. Isn't it!!! Do Enterprise Decision Makers Actually Consume B2B Content? Powerful content can accelerate not just your marketing efforts, but also add more teeth to your sales. With the coming of age for ABM…

Is Person-Based Marketing an Upgrade to ABM?

Person-Based Marketing Means You Get to Talk to the Person, so You Know Who Sees Your Message and What Is Relevant for This Person to Use in Your Communication Your customers are real people, and they want to be treated with real experiences. That's the whole context of Person-based marketing (PBM). Customers react to personalized experiences positively compared to bland, traditional messages, promoted across marketing channels, sans logic. Earlier this month, Influ2 platform, powered by machine learning, announced the…

Influ2 Unveils Person-Based Marketing Platform to Empower B2B Marketers

Influ2 Enables One-On-One Connections with Decision Makers using Person-Based Marketing Solutions Influ2, the first person-based marketing (PBM) solution, launched its platform for B2B marketing teams. Influ2 platform is powered by machine learning, that generates and sends personalized advertising on behalf of B2B marketers to decision makers at enterprises on an individualized basis. At the time of this announcement, Influ2 CEO Dmitri Lisitski, said, "Influ2 addresses the flaws associated with account-based…

Acxiom and GSTV Partner to Measure Impact of Video Advertising

People-Based Measurement Solution Enables Advertisers to Evaluate Spend and Leverage Insights for Future Campaigns Acxiom has announced its partnership with GSTV to provide advertisers with the people-based measurement that will effectively quantify the impact of video advertising delivered through GSTV. Read More: How is The Location Data Landscape Shaping Up in 2018? The partnership leverages Acxiom’s leading analytics practice and identity resolution technologies to connect audiences and transaction data in a…

TechBytes with Dmitri Lisitski, CEO and Co-Founder at Influ2

How much has the Account-Based Marketing evolved in the last 12-18 months? ABM is still a work in progress. It is a growing trend and there has definitely been more interest towards it in the industry. More companies are devoting resources to ABM, both people-wise and budget-wise. However, there is still a lot of confusion in regards to ABM's impact and how to measure it. I'd say there has been a lot more experimenting with ABM in the last year and that created even more demand for a more precise data and actionable…

Measure Protocol Releases “QuickAnswers” to Uncover Fast, Cost-Effective Consumer Insights

New data service provides marketers, public relations firms, advertising agencies, media and other business professionals with fast access to answers for their most pressing market research questions Measure Protocol, the ethical person-based data marketplace powered by blockchain, released Measure QuickAnswers (Measure QA). The new service provides an agile approach to uncovering pressing data points. These insights, garnered from Measure’s audience of Gen Z and Millennial mobile-only app users, can help businesses of all…

MarTech’s 5 ABM Best-Practices from Industry Leaders

Account-Based Marketing (ABM) is a popular Marketing practice among B2B companies working with larger target accounts. 58% of ABM practitioners consider their current status of revenue generation from ABM as "sophisticated". The sophistication of ABM has forced B2B Marketing teams to find out best practices in the industry for various Sales-focused activities. ABM best-practices continue to evolve with the influx of data, analytics, and marketing insights drawn from various Data Management Platforms (DMPs). We find a large…

Dear Enterprise Marketer, Stop Growth Hacking!

Talk to Your Salespeople Instead. Let me share my biggest pain, the nightmare that is still keeping me up at night. Two years ago, when we launched Influ2, winning the first few customers was easy. Our product, person-based ads, was new and exciting. No one had ever done it before, so naturally many enterprise marketers were anxious to take it for a spin. But, these “wins” were delusions. What do you do as a digital marketer when you come across a new technology? You conduct an experiment. Spending a few thousand…

TripleLift Partners With LiveRamp to Bring Enhanced Addressability to the Open Web

TripleLift is the first native exchange to offer programmatic people-based marketing on the open web TripleLift, the technology company that invents, powers and scales ads that earn consumer attention, has partnered with LiveRamp, the trusted platform that makes data accessible and meaningful. With this partnership, marketers will be able to leverage native creative executions with enhanced addressability for targeting and measurement capabilities on the open web, matching the quality and performance of walled gardens. For…

Penguin Random House Veteran Milena Alberti-Perez is MediaMath’s New CFO

MediaMath Bolsters Leadership with Appointment of CFO, Milena Alberti-Perez: Seasoned Finance & Media Executive Joins from Penguin Random House Adtech leader and MarTech RADAR 2019 listed-company, MediaMath announced today that Milena Alberti-Perez has joined the company as Chief Financial Officer. Alberti-Perez joined MediaMath on 21 January and will be based in New York reporting to the president, Konrad Gerszke. The leadership news comes just months after the company's announcement of SOURCE by MediaMath, the…

ADARA Releases Results of Travel Marketing Personalization Study With Skift

ADARA, the world’s travel data co-op and leading provider of traveler intelligence, in partnership with Skift, announced new research detailing travel marketer use of advanced marketing tactics for personalization entitled "Getting to Peak Personalization". The study, which included responses from close to 500 US-based travel marketers, finds that few travel brands have employed the most advanced tactics such as AI-driven prediction and dynamic use of data across channels, but that many plan to do so in the next year.…

Salesforce Clubs AI and Creativity to Transform Email Marketing Automation; Delivers Enhanced Interactive Features

Email Marketing is the most reliable investment that CIOs and CMOs make for their organizations. We often hear from our CMO guests during the Martech interview series how email marketing helps to connect with the customers and amplify sales through effective messaging. However, email marketing can certainly be better, especially when we are chasing the new definitions of Customer Experience everywhere else! In marketing, sales and customer service, email messaging with a personalized touch can help marketing teams to build a…

MarTech Interview with Owen Hanks, CEO at Measure Protocol

"Market research, data collection and validation are intrinsically linked to MarTech and AdTech." Tell us about your role and journey into Technology. What inspired you to start at Measure Protocol? Our team of founders came together in early 2018 to form Measure Protocol with a broad range of experience, alongside specific skills that lend us to certain roles. While each of our beginnings were very different, they have a few common threads including startups, technology before its time, acquisitions, too many trips to…

Navigating GDPR: Preparing for What’s to Come

General Data Protection Regulation (GDPR) laws went into effect across Europe in May, 2018. Put into place by the European Union, GDPR is a complex set of rules that have reshaped data and identity protection for consumers across Europe. One year into the age of GDPR, some businesses, especially those outside of Europe, may still find themselves confused about the legislation and how similar regulations might affect advertising if comparable laws make their way to the U.S. Even if similar regulations take years to come…

Cvent Introduces Universal Appointments to Improve Trade Show Impact

Following their latest acquisition news, Cvent, a market-leading meetings, events, and hospitality technology provider, has introduced Universal Appointments a new trade show-focused appointments solution. Cvent users will now be able to better manage customer and prospect appointments to increase engagement and ROI at the events they attend. The Cvent Hospitality Cloud partners with hotels and venues to help them drive group and corporate travel business. Hotels use the Cvent Hospitality Cloud’s digital marketing tools…

If You Are a B2B Professional, Don’t Miss out on Webinars!

According to BrightTALK, Webinars Emerge As Top Learning Format For B2B Professionals If you are Content Marketer or a Demand Gen Professional, you should know that B2B Webinars are best for your learning. BrightTALK has announced the findings of a large-scale benchmark report of how professionals engage with online videos and webinars. The report analyzes the viewing patterns and preferences of 8 million professionals across IT, finance, HR, sales, and marketing functions. This year's survey sought not only to establish…

Neustar and JCDecaux North America Partner to Bring Mobile Location Intelligence to Digital and Analog Out-of-Home Advertisers

Partnership Allows Brands, Publishers and Agencies to Plan, Target, Visualize and Segment Consumer Audiences Outside the Home Neustar, Inc., a trusted, neutral provider of real-time information services and the leader in trusted customer identity and marketing analytics solutions for Fortune 500 brands, and JCDecaux North America, Inc., the number one outdoor advertising company worldwide, announced a partnership to bring advanced mobile location intelligence to modern digital and analog Out-of-Home advertisers. Neustar’s…

Two Major Issues We’re Ignoring When It Comes to Identity Resolution

Is Identity Resolution on the Brink of Being the Next In-Vogue Digital Technology? It’s beginning to seem that way. Once a niche topic, only on the radar of the savviest programmatic ad buyers, the broader industry has taken notice of a common denominator between industry heavyweights such as Google, Facebook and Amazon — the ability to accurately identify users at scale in real-time. This awareness comes at a time of increased focus on and regulation of consumer data usage and privacy, and the combination of those…