“Personalization and precision are critical to our ability to reach and engage hard-to-reach buyers in our particular industries, such as chemicals and mining professionals who spend most of their time in the field”

Buyer engagement is a critical and expanding area of focus for B2B marketers. Capturing B2B buyer signals across all touchpoints by members of the buying team and at multidimensional levels reflects true buying interest and is the most impactful signal for marketers and sellers. Yet, it is nearly impossible to obtain those with current sources and data systems, inhibiting the ability to showcase ABX program success and translate it into revenue impact. Customers need a more modern signal, moving away from one-dimensional measures of lead activity like MQLs and form fills, to scoring actual buyer readiness.

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“The Folloze platform powers the complete digital buyer journey found in full-funnel GTM motions, while collecting high-quality interaction data that allows one to truly understand buyer behavior,” said David Brutman, Chief Product Officer & Co-founder at Folloze. “The Folloze Impact Dashboard surfaces this intelligence and unlocks the full potential of every buyer interaction. It provides marketing and sales teams the tools to facilitate informed decision-making, showcase their campaign and program results, and secure ongoing success by measuring the full spectrum of engagement. While third-party intent gets sellers to the neighborhood, the Folloze Impact Dashboard will get them to the front door, a key advantage in a much tighter market.”

Folloze’s new AI-powered analytics engine offers unique insights that analyze first-party content engagement and content consumption and generate an account score and account intent. This provides a clear understanding of customer needs and intentions and an understanding of the account progression and the next steps to advance the account. A leading indicator is the Folloze Account Engagement Score. The score, designed to complement third-party data platforms, is calculated using statistical and AI models that map accounts to the level of engagement based on deep digital interactions, content consumption, velocity of actions, repeat visits, engagement time, and more. This full-funnel, multi-constituent engagement measurement allows to drive productivity, focus, and predictability as a central point of existing account-based demand generation programs. The Account Intent capability, Intent AI, analyzes first-party content engagement and extracts the highlighted intent topic for each account or campaign.

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“Personalization and precision are critical to our ability to reach and engage hard-to-reach buyers in our particular industries, such as chemicals and mining professionals who spend most of their time in the field,” said Terrance Martin, Sr. Director of Growth at Seeq. “Engaging these audiences in relevant experiences and nurturing them through the funnel with Folloze has been vital for our team’s ability to connect the dots between live event interactions, and digital marketing. The signals we get from Folloze engagement allow our SDRs to act with rigor and focus. The Folloze Impact Dashboard gives our team the ability to dive deeper into buyer insights and program performance monitoring allowing us the confidence to lead sustainable growth.”

“As a MOPs leader at Seeq, it’s my job to help our teams get the most from their tech stack investments and that means being able to deliver the right level of data for our Revenue and Marketing teams to be effective,” said Lilio Camere, Marketing Operations Manager at Seeq. “The Folloze Impact Dashboard is a game changer for our teams as a new layer of buyer and campaign insights to drive maximum value from our GTM.”

With its advanced analytics and intuitive interface, the Folloze Impact Dashboard ultimately enables companies to gain deeper insights and a clearer understanding of customer needs and intentions, while elevating the precision and effectiveness of the engagement strategies customers already benefit from on the Folloze Buyer Experience platform.