SOURCE: InsideView


September 13, 2016 12:16 ET

InsideView Announces ABM Solution to Accelerate Account-Based Marketing Initiatives

Expanded Partnership With Marketo to Drive ABM Market Adoption

SAN FRANCISCO, CA--(Marketwired - September 13, 2016) - InsideView today announced an expanded partnership with Marketo, Inc., and a new solution to help companies jump-start their account-based marketing (ABM) initiatives. InsideView is one of a few select partners for the launch of Marketo ABM. InsideView's new ABM Acceleration Kit is a packaged solution that provides the most targeted account and contact selection ability so sales and marketing teams can engage their targets with relevance. The solution includes the use of InsideView APIs that provide real-time targeting intelligence based on contextual news and social insights for precise ABM execution.

According to a recent study by SiriusDecisions, 87 percent of marketers said ABM is "extremely" or "very important" to their overall marketing initiatives. Matt Senatore, Service Director Account-Based Marketing at SiriusDecisions added, "The top three goals for companies adopting ABM are increased revenue, increased pipeline and tighter alignment with sales."

Data and insights can greatly improve the alignment between sales and marketing across the campaign lifecycle from targeting through engagement and measurement. A recent sales and marketing alignment study reported that 39 percent of marketing and sales leaders point to the lack of accurate data on accounts as a major source of conflict. InsideView's targeting intelligence solution provides complete and continuously refreshed data and insights so companies can agree on which accounts and contacts to focus on, and how to measure their success.

"Targeted data based on rich, contextual insights is the secret sauce for ABM," said Marc Perramond, VP Product Management, InsideView. "Reorienting your marketing and sales to focus on accounts is a huge undertaking for many companies, so it's critical to get account selection right. If you don't, no ABM actions will work. We're doing everything we can to make our customers' ABM initiatives successful on whatever level works best for them. A bundled solution for a quick jump-start, APIs for a more do-it-yourself model, and a partnership with Marketo to ensure seamless execution and visibility into ABM efforts."

Partnership with Marketo for ABM
InsideView strengthened its longtime relationship with Marketo as one of their select ABM launch partners helping to drive Marketo ABM market adoption. The combination of Marketo ABM and InsideView's data, insights, and connections will help customers achieve better results faster from their ABM programs. A number of customers have already been successful using InsideView's integrated products along with the Marketo platform for their ABM initiatives.

"There's no doubt about the importance of rich, accurate data and insights in making ABM initiatives more successful," said Robin Ritenour, SVP of Business Development, Marketo. "We are excited to have InsideView as one of our select ABM launch partners -- particularly since they are part of our LaunchPoint® ecosystem, which brings together best-of-breed technologies so customers can build the technology stack that works best for them."

Using InsideView for Account-Based Marketing
InsideView targeting intelligence for ABM provides a new way for companies to leverage insights that fuel account scoring, lead-to-account mapping, and the high quality and depth of InsideView's account and contact data. InsideView's ABM solution helps align both sales and marketing with a consistent view of accounts and contacts across marketing automation and CRM systems and coordinated campaign execution.

  • InsideView ABM Acceleration Kit is a packaged solution that enables businesses to do targeted account selection and lead-to-account mapping, with full integration with the leading marketing automation platforms.
  • InsideView APIs for ABM deliver real-time, continuously refreshed data and insights on decision makers at target accounts directly into marketing automation and CRM systems. This allows sales and marketing to better orchestrate ABM engagement activities for more successful campaigns.

About InsideView
InsideView powers the world's business conversations, helping more than 20,000 companies redefine their go-to-market strategies from a volume-based to more targeted approach. Its leading market intelligence platform helps sales and marketing teams quickly identify and qualify the best targets, engage with more relevancy, close more deals, and retain and expand accounts. InsideView is the only company that begins with the industry's most accurate company and contact data and enhances it with relevant, real-time business insights and authentic connections. InsideView headquarters are in San Francisco. For more information, visit InsideView at, twitter, or read the InsideView blog.

About Marketo
Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers -- from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo's Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit