Leadspace is adding new features to its leading B2B customer data platform to enable more effective targeting, cross channel data activation, ABM analytics and intent monitoring, as more B2B companies adopt CDPs to power their ABM strategies.
Leadspace, the leading B2B customer data platform (CDP) provider, today announced the details of its latest seasonal release for Spring 2020. Topping the list of updates is a new segment builder tool in the Leadspace On-Demand application. Customers will now be able to filter and create segments from Leadspace’s unified, multi-source B2B graph, including first party data and scoring.
“We received strong input from our customers that the ability to build their own account segments from our trusted, single source of truth would be a game changer,” explains Leadspace Founder and CTO Amnon Mishor. “ABMers and campaign managers can now go into Leadspace On-Demand, filter down to their ideal customer profile by firmographics, then layer on intent signals, installed tech data, and even their own custom scoring. You build the ultimate, targeted segment, then easily deploy it to marketing automation, CRM, ad networks, or any other go-to-market channel.”
“The potential for building segments from Leadspace’s unified customer data platform is massive,” shares Venkat Nagaswamy, Global VP of Marketing at 8×8. “We’ve worked with Leadspace to improve our data management, scoring, and ABM, and seen great results. This is another big step forward in evolving our programs and processes to be more agile and data-driven. We’re excited to use this tool heavily.”
Building segments and developing target account lists for account-based marketing (ABM) has usually been an intensive effort for B2B marketers. Marketers would have to mine several separate databases and systems, manually clean, fix, and analyze the data, then prep and pass data on to vendors or upload it to disconnected systems. Or, they’d have to rely on vendor or ad platform blackbox criteria for segmentation. Now, segmentation can be done from a comprehensive view of data sources in an intuitive user experience, then easily activated across channels.
With a continued focus on ABM in its spring product release, Leadspace has also announced a comprehensive ABM Dashboard offering. Customers and prospects will be able to see and monitor unified account engagement across the buying journey. With the CDP’s unique ability to collect and match multiple feeds of engagement data across digital, marketing automation, CRM, and more, this ABM Dashboard is a comprehensive view of engagement metrics tied to real business impact.
In conjunction with the ABM dashboard, Leadspace has also developed new engagement scoring capabilities in a beta offering for its spring release. Customers can take advantage of new AI modeling capabilities that take feeds of data from marketing automation, CRM, and elsewhere to identify and score leads and accounts based on their activity, like email opens and clicks, sales interactions, and website visits.
The Leadspace spring release also includes data and platform updates, including address validation and normalization services. Customers can now turn on this service to take input addresses, ensure they are valid, then return normalized formats for better shipping and geo-location processes.
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