Today, at the MarTech conference in San Francisco, we launch our new platform, YesPath for ABM. Over the last few months, marketers have been using YesPath for ABM as part of our beta program. Customers like MongoDB, Host Analytics, and Blue Jeans Network have used the platform to identify, target, and engage their target accounts. Now, YesPath is available to all.
Brian and I started YesPath a little over a year ago. We first met at Salesforce.com, where I was a VP Sales Ops and Brian a VP Engineering. Our time there shaped our ideas, as we had the opportunity to meet many amazing customers. And while the value of CRM was clear — tracking customer information in one place –- it was also clear that at most companies, a lot of information wasn’t getting shared.
Every day, companies are missing out on revenue because marketing and sales are not coordinated. When Sales learns something about a prospect’s goals, that information does not get used in content or campaigns. Conversely, when Marketing collects data from digital campaigns, that information is not used by Sales. The problem affects every stage of the revenue cycle, from new business to renewals and upsells.
Increasingly, CMOs are being asked to share responsibility for revenue. As a result, marketers are shifting focus from leads to pipeline. The demand gen team now must know which accounts Sales sees as high potential. They must know where deals are getting stuck and which content can help best. Cooperation is so critical that some companies have even created a new role in the form of the Chief Revenue Officer.
Why aren’t Sales and Marketing using each other’s data? They each have their own systems, and neither was built for big data. Sales has their CRM, and Marketing has marketing automation. The striking thing about the latter is how rigidly it’s used. Most marketers use automation to send static sequences of emails. If Sales discovers a new pain during a call, that should influence what content is sent by Marketing. But it doesn’t.
To support Sales, marketers need a whole new level of agility. That’s why Brian and I created YesPath.
Account Based Marketing (ABM) is recognized as the most effective approach to B2B marketing. The core tenet is to address the unique needs of each specific account. The research consultancy ITSMA has defined ABM as “treating each account as a market of one.” They write, “ABM focuses explicitly on individual client accounts and their needs.” It requires listening, discovering insight about each customer’s needs to tailor content and offers. In short, it requires agility. In a world where Sales must forge consensus with 3-9 decision-makers, ABM is essential.
Historically, it has been difficult to scale ABM. Programs were limited to a few top-tier accounts. We realized that we could combine agility and scale if we drew inspiration from social networks like Facebook. Facebook uses algorithms to learn what content will best engage each person. With every click, share, and Like, we’re telling Facebook what matters. No two newsfeeds are the same. Across many social networks, like Twitter, Medium, and Quora, algorithms curate a very engaging experience.
If algorithms can pick content for your newsfeed, why can’t they pick content for your marketing? YesPath uses algorithms to select the right content for each account and person. It monitors a sales team’s list of target accounts, synthesizing massive amounts of data into real-time profiles. Based on these profiles, our engagement engine picks the best content and offer.
Solving the Dark Funnel
To make ABM scale, we had to address identity. For every visitor who fills out a lead form, there are 10 others who do not. And there are even more influencers who never make it to the website at all. These groups represent the “dark funnel”, a region of low visibility at the very top of the funnel.
To shed light, YesPath analyzes signals of interest from across the Web. We use data from Bombora, a partner that collects 9 billion interactions per month from 2,500 B2B publisher sites. From this data, YesPath detects which accounts and visitors are “in market” on any given day. We combine that data with marketers’ existing data to create a better understanding of anonymous and semi-anonymous visitors. As a result, YesPath is able to recommend content to important influencers even before they enter the marketing automation system.
YesPath for ABM includes these capabilities:
Account Profiler. Monitors a list of target accounts, creating real-time profiles by synthesizing data from multiple channels. You can see who’s been to the website, who’s clicking, and what they’re reading.
Intent Network. YesPath analyzes data from 2,500 websites, alerting you to hidden demand. From day one, YesPath knows your target accounts and their interests.
Hidden Gems. By analyzing hidden demand and account engagement, YesPath prioritizes the best bets for outreach today.
ABM Analytics. YesPath tracks the trajectory of target accounts as they move from awareness to consideration to decision. Charts show the full impact of campaigns.
Engagement Engine. YesPath uses algorithms to pick content and increase engagement. Whether you’re using ads, email, your website, or sales reps, YesPath queues up the best offer to show next.
Personalization. When someone visits your website, YesPath identifies their account, industry, account size, and signals of intent, serving your most relevant content even to anonymous visitors.
In less than a year, we’ve hired a great team, built a platform, and proven that we can help marketers drive revenue. We’re grateful to the many marketers who tried early versions and gave feedback along the way. They honed our vision and shaped our product. Together we’ve taken the first step toward the future of B2B marketing.
As Nick Ezzo, VP of Demand Gen at Host Analytics concluded, “We wanted to engage customers with unique journeys. YesPath made it possible.” Now let’s make that possible for everyone.