SAN MATEO, Calif.--(BUSINESS WIRE)--Folloze, the leading Account Based Marketing (ABM) Engagement Platform, is launching a major release with new ABM automation and analytics capabilities. According to SiriusDecisions, more than 47 percent of B2B companies reported an increase of 30% or more in closed opportunities generated with ABM programs, and this number is only expected to grow. However, the biggest challenge with ABM pipeline generation is account interaction and engagement, typically resulting in high-effort and low-yield. ABM requires the transformation from separate marketing-led and sales-driven cycles to a truly connected and holistic marketing-sales strategy. The new release introduces ABM campaigns that take marketing-sales collaboration to the next level. They are easy-to-create, auto-personalized for every account, and designed for both inbound and outbound strategies - all at enterprise scale. These capabilities have demonstrated 36 percent revenue growth and 4x target account conversion, making a significant impact for marketing and sales teams, as well as an organization’s bottom line.
“In working with Fortune 500 companies on their ABM programs, it’s clear the next big focus of every ABM strategy is building sustainable account engagement at scale,” said David Brutman, chief product officer and co-founder at Folloze. “That requires a shift from the ‘broad brush’ approach measured in quantity to a ‘targeted’, customized strategy measured in the quality of engagement with the key people in the account, across any channel they use. Automation has a critical role in realizing this goal in order to scale it to thousands of accounts and across global field teams. With this new release, we address all of those needs. We allow an allbound, personalized approach without giving up the human touch. The platform improves agility, enabling users to adjust to account goals and sales stages, while also educating customers - and it can be executed at an extensive scale.”
The allbound ABM strategy ensures that account stakeholders are routed to an account’s specific journey, which is based on their deal stage, use case and buyer role. This applies to both outbound campaigns for target accounts, such as seller-initiated email campaigns, as well as for intent-based inbound campaigns, such as qualified prospects that may land on a website, or come from a social post or ad campaign. Additionally, the release allows marketers to send campaigns ‘on behalf’ of sales, directly from a seller’s mailbox, thus enabling a true collaborative process. This empowers marketing to manage the message and focus on execution, and for sales to oversee the account communication. These new capabilities help achieve marketing and sales goals such as account development, named accounts coverage, customer up-sell/cross-sell and cross-company partner co-sell and co-marketing.
“This is the true nirvana scenario, where marketing drives revenue by sending personalized campaigns on behalf of the sales reps, without any effort on their side,” said Eric Bauer, vice president of marketing and business development at AudioCodes. “It’s as easy as sending an Evite®, and provides a handshake between the two internal teams that give sales the right amount of control, plus the ability to act on the result of the campaign in real-time. The outcomes show 3x-4x higher engagement than broad campaigns and 3x greater target account pipeline generation. It also positions the salesperson as the lead, not just the brand, which builds that relationship from the first touchpoint.”
The release includes the following new capabilities:
- ABM Engagement Campaigns that allow single or multi-touch content-based journeys.
- “Send on Behalf” campaigns where marketers can easily and centrally send emails directly from a seller’s mailbox, pending the seller’s approval. This is game changing, as it creates true collaboration - a real handshake - between sales and marketing. It also takes the burden off salespeople, since they now only receive notifications and insights when a prospect actually starts engaging.
- Inbound Account Journeys ensuring all visitors are automatically routed to the seller-led, account-specific journey that’s right for them, whether they were invited directly, or navigated to the content board via website, social post or an ad.
- Pulse Table that presents lead activity, viewing time and content analytics, so marketing and sales can track account and prospect engagement, see what’s working and what needs to be optimized.
- Seller Engagement Analytics that show the level of activity, account engagement and results at a granular level. Teams can easily review their own analytics, and introduce gamification to increase participation.
- Opportunity Dashboard that allows sellers to use predictive analytics for campaigning to their most high-value customers and prospects. This dashboard allows sellers to easily execute the entire workflow - present the top opportunities, send campaigns to those accounts, track account engagement, and instantly follow up.
- Integrations with all major email platforms, including Microsoft Office 365, Microsoft Exchange and Gmail.
Folloze is launching the new release with a webinar hosted by the Head of Customer Success, Adi Aloni, and the company’s Chief Product Officer, David Brutman. Please click here to register.
For more details or to request a demo, click here.
About Folloze
Folloze is the leading Account Based Marketing (ABM) Engagement Platform, which enables B2B sales and marketing teams to engage, develop and win their top target accounts. Built for scale, the platform empowers Marketing and Sales to collaborate on marketing strategy, account-specific content campaigns, content automation and more, and enables Marketing to easily deliver campaigns on behalf of Sales. The result is a personalized, automated, scalable ABM program, backed by actionable account analytics, where Sales maintains an authentic relationship with the buyer. These capabilities enable salespeople to act as consultants through the selling process, delivering significantly more value to customers and drastically increasing their sales pipeline, and ultimately revenue.
Folloze was founded in 2013 and is headquartered in San Mateo, CA with a development center in Tel Aviv, Israel. Folloze was founded by a group of marketing, sales and technology veterans and is backed by world-class investors. For more information, please visit www.folloze.com.
