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New Folloze and Demandbase Integration Delivers Multi-channel, AI-powered ABM Campaigns

Partnership brings account personalization to scale across all marketing and sales touchpoints

Today we are excited to announce a new product integration between our two companies: Folloze and Demandbase. The new native integration combines Demandbase’s AI-based technologies and comprehensive Account-Based Marketing (ABM) platform with Folloze Engagement, Personalization and Orchestration platform. The integrated capabilities enables close collaboration between marketing and sales, making it possible to execute Multi-channel ABM programs that combine both outbound and inbound motions, powered by marketing and delivered by sales, at scale.

As Account-Based Marketing becomes more sophisticated, moving from account targeting and planning to program execution and account engagement, companies are increasingly looking to deliver high-impact ABM programs to hundreds – even thousands of accounts, across multiple channels, and executed jointly by sales and marketing.  

This integration provides hyper-personalized account experiences to prospects and customers, regardless of channel or contact method, so that companies can create long-lasting customer relationships at a scale of thousands of accounts. Examples include, ad campaigns, social campaigns, organic website traffic, sales development pipeline generation, marketing and sales orchestrated email campaigns and more.

The new integration makes the deployment of multi-channel, AI-powered ABM campaigns straightforward and simply requires an easy configuration that can be done in a few hours. The integrated solution makes it relevant for both global and regional campaigns, top-down initiatives, as well as field generated needs due to the agile and efficient process.

Demandbase and Folloze integration offering Multi-Channel Campaigns leading to a single hyper-personalized experience

The integration between Folloze and Demandbase provides marketing and sales teams the ability to:

  • Deliver deep engagement and gain visibility within top accounts
  • Boost pipeline generation due to scalability of hyper-personalized demand generation programs
  • Advance deals and shortened sales cycles
  • Better differentiate through a unique customer experience

Below are some of the use cases experienced by joint customers leveraging the new integration:

Use Case 1: Programmatic ABM -- generate demand among net-new customers

Create a variety of industry-flavored and account-specific experiences that promote an offering or a product. This can be used in an inbound demand generation campaign, or in Sales Development Representative (SDR) outreach via Salesloft, Outreach, etc ... Regardless of the channel, the experience will be auto-personalized for the account, present the account executive (AE) or SDR in the contact card, and subscribe them to account engagement analytics.

Personalized account experiences by industry and account data

Contact Card of salesperson assigned dynamically

Use Case 2: Strategic ABM -- promote new offering/product and expand with existing accounts

When targeting existing customers for renewal or expansion, there is typically richer data about that account that can be leveraged: products they’ve deployed, their needs and upsell opportunities, key stakeholders, etc. The account personalization experience can depend on those insights and geared to potential upsell motions, to educate the customer on best practices, and to nurture account relationships. The salesperson plays an even more significant role in this account stage and therefore it is critical to position them prominently.

Account experience based on account interest, intent, and location

Use Case 3: Apply ABM to Marketing programs or campaign (e.g. Event promotion and follow-up via ABM methods)

Fuel all Demand Generation campaigns with personalization. For example, you can run an event promotion as an ABM campaign. This allows you to send targeted invitations by industry, role or interest with personalized invitations to the event, emphasizing the value of the event for the account or segment. The goal is to drive higher engagement and attendance at the event. After the event, an ABM follow-up personalized board can provide recorded sessions or other relevant content to drive higher consumption of the content by both event attendees as well as other people from the account who did not attend the event.

ABM event invitation and follow up

A tech fortune 500 company, a joint Folloze and Demandbase customer, recently deployed the ABM integrated solution to target their top a few hundreds of accounts with personalized experiences across multi-channel campaigns. The results are outstanding, with account penetration 3 times higher than previous campaigns and the introduction to new business influencers with buying power. The set up of the integrated solution was implemented in just a few hours, with the added ability to scale the solution for deeper personalization and expansion to thousands of accounts if necessary.

Demandbase Audiences
Configuring personalization rules based on the Account and intend data from Demandbase

Configuring Folloze Integration with Demandbase

Learn More

View the webinar session and get insight into customer case studies.