Expand Your B2B MarTech Landscape
Learn about new tools (to Heinz Marketing) and what they are used for. Stay up to date with technology in the B2B marketing space.
By Brenna Lofquist, Senior Marketing Consultant / Client Services Operations at Heinz Marketing
At Heinz Marketing I split my time between being a Senior Marketing Consultant and Client Service Operations. Within CSOps I am responsible for ensuring our team operates from the same process and templates so that we’re consistent and our work continues to be scalable for all our clients. In addition to that, I am responsible for helping to onboard new hires, managing interns, and running a bi-weekly meeting for our team. This meeting varies and is used to educate the team on new processes, share client work/projects, and meet with vendors.
In the past few months, we’ve had the chance to meet with a few very cool tech vendors. Keeping up on new tools and technology is imperative in the marketing industry. If you’re familiar with Scott Brinker’s yearly Marketing Technology Landscape Supergraphic, then you know new tools and technologies are popping up all the time. As an agency it’s important that we are aware of what’s out there so we can best serve our clients. So today I thought I’d share the recent vendors we’ve chatted with and hopefully you can add these tools to your repertoire.
Hushly is an all-in-one software solution for B2B marketers who want to create a better user experience by removing the traditional form friction for increased lead conversions. They offer a variety of solutions and features depending on your goals. You can create abandonment workflows, provide customized experiences for ABM accounts, and even use AI to make your content conversational.
I really liked their approach to the overall content experience and allowing the prospect to pick their journey. There really was a solution for everything. They have self-nurturing landing pages that surface relevant content to the prospect, therefore accelerating the buying cycle. Another feature Hushly offers are adaptive content hubs which uses AI to surface up relevant content for visitors and acts as a personalized content hub.
For those operating from an ABM model, they have campaign pages that offer unique account experiences so you can meet prospects wherever they are on their journey. Hushly makes it super easy to make changes to these pages, no developers required.
Hushly has a 4.8 out of 5 rating on G2 and was recently recognized as High Performer for Spring 2022. For more information check out their website or a previous post of mine where I compare Content Experience Platforms.
Not to be confused with Falcon.io, Falkon.ai is a revenue analytics engine that simplifies your product led growth workflow and finds your best product qualified leads in minutes. They are focused on operationalizing data analysis across all teams. I was really impressed with Falkon.ai and the platform’s capabilities. It seems very user friendly and easy to use. You can easily splice data by different attributes and create different analyses based on your goals and metrics.
They operate from three layers. The base layer is unification where they are bringing in data from numerous sources including marketing, sales, sales development, and product usage. The second layer is insights. Now that you have all this data collected and joined, what do you do with it? They look at top KPIs and ways to analyze data so that all teams are able to operationalize data and make informed decisions. Lastly, the third layer is activation where data is pushed into systems of action, where marketers, SDRs, or sales teams can actually do something with it.
One upside to Falkon is that implementation takes less than four hours, as long as the customer provides the necessary information. You can be up and running within a week, which is unheard of!
I encourage you to check out their website and even try it out. I think they are on to something!
Chili Piper is an inbound lead conversion and scheduling app that works for multiple use cases. I like Chili Piper compared to other scheduling tools because it’s more than just that. Their Concierge service is an online scheduler that easily integrates with your existing web form. It qualifies leads, routes them to the correct sales rep (based on rules that you set), and displays a simple self-serve scheduler for your prospect to book a time. Their in-app use case supports a Product Led Growth model which is increasingly popular in B2B marketing.
Chili Piper increases your request for meeting conversion rates and can decrease the amount of steps to demo. For ABM use cases, Chili Piper helps convert more leads via main CTA web forms or specific ABM campaign forms, making it easy for prospects to reach out. Their app is user friendly and easy to navigate.
Triblio is an end-to-end ABM platform for predictive intent and cross-channel orchestration. They can find in-market accounts, prioritize and segment buyers, execute omni-channel campaigns, and measure revenue impact. Triblio is a very robust platform and there’s a lot of information to take in so I highly recommend doing some research of your own and scheduling a demo if you’re interested to learn more.
One thing that stood out to me was the different sources of intent data they use. Not only do they factor in engagement data and online, 3rd party research but they also look at data from peers/networks, they consult experts, and look at related business activities, all of which makes Triblio intent unique.
In addition to account-based advertising, their platform provides the ability for website personalization and sales activation – key components for ABM. One feature I enjoyed learning about are the customizable landing pages, perfect for ABM. On these pages you can add CTAs to schedule a meeting, personalized information based on what you know about the prospect, and additional resources/content. These pages are easily customizable and don’t require developers.
Learn more by checking out their website.
Which B2B martech tools and tech have you recently learned about?