Customer Data Platforms See Increasing Adoption in B2B Companies to Effectively Unify and Activate 1st and 3rd Party Data Across Sales & Marketing Platforms. Leadspace Recognized as a Leader in Category in 2018 Forrester Analyst Report, Doubles ARR Growth with Key Enterprise Customer Wins Including Iron Mountain, Splunk and 8×8
Leadspace, the leading Customer Data Platform (CDP) for B2B Sales and Marketing, announced record growth in 2018, driven by continued success among enterprise customers.
Numerous Leadspace customers such as SAP, HPE, Extreme Networks and Marketo have shared their stories in 2018 on how Customer Data Platforms are transforming their ABM, Inbound Marketing and data management programs, and these powerful brands are leading the evolution of the category in 2019.
Leadspace also announced new data partnerships including Bombora. G2Crowd and HG Data, as well as new engagement platform integrations, including joining LaunchPoint by Marketo, an Adobe company, as part of the Accelerate partner program, and launching Leadspace for Salesforce. With this raft of new partnerships and integrations, Leadspace continues to extend its lead as the B2B CDP with the broadest set of data partners and engagement platform integrations.
Leadspace’s record growth came as the company was recognized by industry analyst firm Forrester as a “Leader” in September’s “The Forrester Wave: B2B Marketing Data Providers, Q3 2018” report. The report recognized Leadspace as “a best fit for B2B marketers looking for a data platform with advanced data integration and management capabilities.”
As Leadspace doubled its growth, the company continued to expand its teams across San Francisco, Denver and Israel, following a decision not to complete a merger with Radius as announced in mid-2018.
Analysts: Customer Data “The Foundation” of B2B Sales and Marketing
“2018 was a watershed year for B2B Marketing and Sales with more and more B2B Companies adopting ABM programs to complement their Inbound and Prospect marketing programs,” said Leadspace CEO Doug Bewsher. “Combined with the explosion of data sources, from Intent providers to technographic data companies, there is a growing consensus that a Customer Data Platform (CDP) is now a prerequisite to activate and gain value from data, and make ABM and other marketing programs successful”.
Indeed, as noted by Forrester in its Wave report, data has become “the foundation for all successful B2B marketing and sales” for 3 strategic reasons: “Account-based engagement is built on it; customer marketing requires it; [and] customer obsession is impossible without it.” As the B2B marketing data provider market evolves, the report notes that some vendors will build a “data-agnostic data management platform” and that Leadspace “has made significant progress towards its vision of becoming a data-agnostic. The company leverages AI and analytics…to create rich account and contact profiles for use across the martech and sales stack.”
“B2B sales and marketing people today are much more aware of not only the importance of data – but how to actually use it effectively,” said Leadspace Founder and CTO Amnon Mishor.
Mishor continued, “They’re not talking anymore in broad terms like ‘big data’, which means all things to all people but isn’t much use to anyone. When analysts like Forrester talk about ‘data’ today they’re referring to both the raw data and – more importantly – the relevant customer insights and recommendations marketers and salespeople extract from it.
“For years, B2C marketers have used Customer Data Platforms to aggregate all the relevant data, and use AI technology to draw out pinpoint, practical intelligence and recommendations. With the launch of Leadspace CDP, those capabilities are now a reality for B2B companies too.”
Enterprise Customer Success, Record Renewals Cap Best-Ever Year for Leadspace
Leadspace customer success stories featured prominently at a number of major industry events, including Big Switch Networks (B2B Marketing Exchange); Extreme Networks (SiriusDecisions Summit); Certain (Oracle Modern Customer Experience); Zenefits (Marketo Summit); SAP (Gartner Sales and Marketing Conference) and Hewlett Packard Enterprise (Forrester’s Data Strategy & Insights 2018 Forum). Other customers who shared their success stories throughout the year include N3, Sovos and OneLogin.
Strategic Partnerships with Marketo, Bombora and G2crowd
Leadspace strengthened its partnership with Marketo, an Adobe company – also a Leadspace customer – by joining LaunchPoint, as part of the best-in-class Accelerate partner program.
Leadspace also continued to forge strategic partnerships throughout the year, including with G2 Crowd and Bombora, leading providers of B2B intent data. Leadspace customers can now gain insights into prospects’ buying intent by combining in market buying signals with Leadspace’s extensive 3rd party data coverage and AI capabilities. Customers are already seeing impressive results – including OneLogin, who doubled marketing engagement rates, increased ASP and drastically shortened sales cycles.
Recommended Read: MarTech Interview with Vijay Chittoor, Co-Founder and CEO, Blueshift