• by Ray Schultz , November 15, 2022

B2B service firm Integrate has introduced several new features to its account-based marketing (ABM) suite. 

The new offerings, which are now part of Integrate’s Demand Acceleration Platform, will provide greater insight into cross-channel campaign performance by account while automating target account lists from various sources, the company claims. 

“In theory, ABM is in many ways just good marketing, but in practice, it’s incredibly hard to get right,” says Colby Cavanaugh, senior vice president of marketing at Integrate. 

Cavanaugh adds that “B2B marketers are looking for ways to be more precise, more agile, and more personalized in their approach, and we are supporting customers toward achieving predictable pipeline.” 

According to Integrate, the new features include: 

• Account Profiles that allow a view into target list reach and engagement, providing greater visibility into cross-channel performance.
•  Target Account List Import helps teams import target account lists automatically from ABM vendors, sales teams, or customer success teams.
• Target Account List Optimization improves targeting across an entire target account list ensuring a more even distribution of opted in leads from each domain on the list.

A recent study by Integrate and Demand Metric, the 2022 State of B2B Marketing Budgets, found that only 27% of marketers say ABM is a key part of their strategy and 54% plan to spend less on ABM in 2023. 

In contrast, 54% are focused on a buyer-driven and cross-channel strategy, 43% on an always-on approach and 43% on traditional demand generation.

“If there’s one thing we’ve learned in these past few years of uncertainty, it’s how important it is for B2B marketers to take a buyer-centric, cross-channel strategy so they can reach their buyers better,” says Aaron Mahimainathan, chief product officer at Integrate.