Martech Industry Council survey found that 72% of marketers said they were spending more time managing their data than they do marketing
Leadspace’s Audience Management Platform is the first platform to use AI to combine Audience Discovery, Data Management and Predictive Modelling to free marketer’s time to focus on better engaging their prospects and customers
Customers such as Microsoft generated 1.5x more Marketing Qualified Leads, 1.5x more lead engagement and 2x increase in lead conversion using Leadspace AMP
SAN FRANCISCO, CA, April 4, 2017 -- Leadspace today launched the first Audience Management Platform for B2B marketing -- a concept which, until now, was the sole preserve of B2C marketers. The Leadspace Audience Management Platform empowers marketers with the data, intelligence and analytics they need on a single platform so they can understand their customers and grow their pipeline and sales.
The launch coincides with the results of a survey revealing the difficulties B2B marketers face gathering and leveraging their data to know their customers.
B2B marketers have a huge opportunity to capitalize on wealth of data available.
Available today, a new study commissioned by the Martech Industry Council highlights the surprising dearth of effective data and intelligence accessible to B2B marketers. The study of 275 senior marketing leaders in B2B companies shows that B2B marketers are not taking advantage of data on external channels, such as social media and advertising. And, in contrast to their B2C counterparts, B2B marketers have more data than ever, but cannot harness it to know their customers in a way that will help them market more effectively. According to the survey:
85% of marketers said they were spending more time than ever managing marketing technology, at the expense of spending time better marketing and engaging with customers.
98% of the respondents said they wanted more information about the individuals and companies in their databases.
60% were asking for a more accurate understanding of the buyer persona and person most likely to buy.
More than 75% of those surveyed said they’d prefer to spend more time developing and launching new campaigns, only 11% said they wanted to spend their workdays managing their databases.
“Despite their investment in big data practices and technologies, many firms still paddle in a sea of data without the ability to prioritize results and insights they can use,” according to Brian Hopkins and Ted Schadler, VP Principal Analysts, in a Forrester report.*
While the marketers surveyed said they know managing their data is critical to success, the vast majority acknowledged that they spend as little time as possible dealing with it. Marketers are looking for a way to automate the data and intelligence gathering process and use it to fuel their primary goal -- identified by the survey as supporting sales by generating qualified leads.
The Leadspace Audience Management Platform enables B2B Marketers to find and know their audiences - whether currently in their databases or not.
The new Leadspace Audience Management Platform is built to significantly improve the scale and quality of data available, make recommendations and prioritize the most effective marketing actions, and find net new audiences to engage, at the account, buying center and individual level. Leadspace provides B2B marketers with a clear and comprehensive picture of their audiences along with the capacity to execute campaigns easily across all channels.
“We’ve built a smart platform that gives marketers a complete picture of the people and companies to whom they’re marketing,” Leadspace CEO Doug Bewsher says. “It integrates data from a swath of sources that is constantly updated in real time to deliver ‘a single source of truth’, so marketers have a clear, consistent view across internal and external data.”
Featuring audience discovery, audience data management and audience modeling, the new Leadspace platform combines first-party data with third-party data from more than 40 sources, uses advanced predictive modeling and AI to enrich data in real time, and serves it in a simple, easy-to-use dashboard. The dashboard reveals new leads -- industries, companies and people most likely to buy.
“With Leadspace, we have seen significant improvements and engagement, supporting our SiruisDecisions ROI award,” says Charles Eichenbaum Director Marketing Technologies and Operations at Microsoft
The full Martech Industry Council Report can be read here.
Leadspace’s Audience Management Platform enables B2B companies to better engage customers and drive faster growth by allowing marketers to find and know their audiences. As internal and external data multiplies, Leadspace uses AI to provide a single source of truth across all sales and marketing data, identify net new account and individuals, and recommend the best marketing activities. Updated in real time, data and intelligence remains constantly accurate and actionable and can be consistently used across sales, marketing and advertising channels. Based in San Francisco and Israel, Leadspace is trusted by more than 130 B2B brands and 7 of the 10 largest enterprise software companies, including Microsoft, RingCentral and Marketo. For more, visit: www.leadspace.com
About the Martech Industry Council:
The Martech Industry Council is comprised of 32 marketing executives from 27 leading B2B companies united by a common goal: to solve the top challenges facing marketers today, through meticulous research and in-depth, expert studies. The central goal of the Council is to deliver recommendations for enterprises on how to get the most from their marketing technology investments.
*Digital Insights Are The New Currency Of Business, Forrester Research, Inc., April 27, 2015