• by Fern Siegel , August 9, 2024

Two marketing agencies have launched a new feature to up revenue for B2B clients.

Iris Worldwide and MarketOne are now offering ABX, a tool that leverages data-driven strategy, hyper-targeting and account-based advertising.

The purpose is to involve sales teams early in a campaign's development and "flip the funnel," thereby reducing the number of target accounts, but increasing how targets are personalized.

The goal is to identify accounts with the highest potential to convert.

Samsung and NTT Data are already on board.

Ian Millner, Iris founder-global chair, added: "This will be a powerful platform for B2B businesses to unlock value and gain a significant competitive advantage in the market."

Each agency provides a specific skillset. Iris brings experience in top-of-funnel lead generation, while MarketOne offers multichannel account-based sales development across the funnel.

Enrico Brosio, MarketOne president, said the initiative “brings the best of our complementary skills together to solve the core challenges faced by B2B enterprises today: targeting hard-to-reach decision makers in the new work from home world and addressing diminishing returns from individual channels.”