Anteriad

B2B marketing teams have long relied on lead scoring to prioritize outreach and drive sales. But what happens when those scores don’t paint the full picture of an account’s potential? 🤔 This can lead to poor prioritization and outreach at the wrong time. The solution? Account scoring. ✅ What is account scoring? Account scoring combines activity from all associated leads and layers in intent data, first-party signals, and additional account-level attributes like revenue, geography, and employee size. The result? A clearer picture of an account's overall purchase intent and place in the buying cycle. 💡 Why it matters: - Traditional lead scoring looks at individual actions. - Account scoring reflects the collective interest and engagement of the entire buying group. - With most B2B purchases involving 4 decision-makers, this holistic view is critical for smarter outreach. 🔑 The benefits of account-based marketing (ABM) with account scoring: - Stronger sales and marketing alignment - Personalized messaging across the buying group - Better resource allocation toward in-market accounts According to recent research, B2B marketers using intent-based account scoring reported: - A 30% boost in revenue growth opportunities - Greater confidence in ABM strategies - More success tapping into new markets The future of B2B marketing isn’t about abandoning lead scores—it’s about evolving them into a more comprehensive, account-focused approach. #B2BMarketing #AccountScoring #ABM #IntentData

Today, our team in India experienced an inspiring day volunteering at Karunashraya Hospice, a local charity that provides free palliative care to end-stage cancer patients, giving patients comfort and dignity during the most challenging time. The team donated clothes and got hands-on helping with activities like making cotton balls for medical kits, cooking up a storm in the kitchen, organizing the thrift store, and filing documents—each effort was a meaningful step in supporting their vital mission. The peaceful atmosphere and heartwarming stories from Karunashraya reminded us of the profound impact of compassion and community. 💙 #AnteriadIndia #DoMoreDoGood #CollaborateAndCelebrate

🔍 Looking to strengthen your demand generation strategy? Personalization and data-driven outreach are key to overcoming audience targeting challenges. By understanding your ideal customer profile, choosing the right channels, and using multiple data points, you can boost engagement and conversions. 📈 Intent data offers insights into in-market prospects, enhancing campaign confidence and growth. Keep refining for optimal impact and explore content syndication to widen your reach. Read more here: https://lnkd.in/drb6ndpK #ABM #IntentData #DemandGen

Many US B2B marketers often assume that marketing is more difficult in Europe because of GDPR. But this is far from the truth! Anteriad's Chief Data and Privacy Officer Karie Burt highlights how European marketers are finding success by incorporating high-quality regulated data and a focus on authenticity to build trust and engagement. Her key takeaways for US marketers? ✔️Scale only matters as long as it still reaches a strict quality benchmark. ✔️Increase focus on data quality and their ratio of positive outcomes will improve. Read the full MarketingProfs article here 👉 https://hubs.ly/Q02W_4lJ0 #DataPrivacy #B2BMarketing #USMarketers #EuropeanMarketers

We are well settled into Q4, and as momentum gathers for the end of the year, what's on the horizon for 2025? One thing that stuck out from our recent events, whether in panel sessions, strategy discussions or hallway conversations, is that B2B marketers are leaning into data to drive growth. Here are some of the top data-driven takeaways: ✅ Full Funnel Strategy: As B2B buyers display more consumer-like behaviors of self-directed online research and purchase, marketers are looking to incorporate demand generation, demand capture and brand awareness across the right digital channels at the right time to succeed against their goals at every stage of the buyer journey. 🗣️ Customer-Centric Approach: Data is helping B2B marketing become more personalized, focusing on individual personas and aligning products and channels to meet specific customer needs.  🚀 AI and Data Optimization: Companies are excited to unlock the power of AI and predict that 2025 will be the year of ‘realization’ for AI. Having a strong data foundation in place will drive that effort. 🔒 Identity Resolution and Data Privacy: Interest in identity resolution tools is increasing as marketers aim to optimize and protect customer data amid changes in cookie policies. Privacy is being recognized more and more as a business driver. Quality data is at the forefront of a smart strategy and we can help you #GetInFront! What are your plans for Q4 and beyond? #DataDrivenMarketing #B2BMarketing #CustomerDataPrivacy

👻 Have data strategies that go bump in the night? Let's slay those nightmares together! 🧟♀️ 🎃HAPPY HALLOWEEN! #NoTricks #AllTreats

🌟 May this festival of lights bring joy to you and your loved ones.✨ #HappyDiwali #FestivalOfLights #AnteriadIndia

🐾 Happy #NationalCatDay from our purr-oudly feline-friendly team! 🐱✨ Cats are inspirational when it comes to grace, focus and curiosity. Whether it’s their unwavering patience during tough tasks, agility in facing challenges, or dedication to exploring new ideas (or hiding spots!), they remind us to stay sharp and resilient.💪 So it’s no surprise that we have quite a few team members at Anteriad that are cat lovers! 🐈 Swipe to meet just a small sample of these furry friends that keep us motivated when working from home, and make our days brighter with their paw-sitivity! 🐾

B2B Marketing's Brave New World: AI, Privacy, and Driving Revenue SVP Marketing Dee (McKiernan) Blohm’s recently organized #TMX24 with her team in San Francisco and it wasn’t just another event; it was a look into the trends reshaping B2B marketing as we know it. Here are her key takeaways from the event: 🤖 AI: From Tool to Transformation  Forget basic automation. AI is taking over 75% of routine tasks, giving marketers the power to do more in less time. As Brian McLeod of AI Trailblazers highlighted, “Challenges are opportunities.” Companies that embrace AI for predictive analytics, content generation, and lead scoring are already miles ahead. 🔐 Privacy: The Trust Differentiator  Privacy isn’t just compliance; it’s a strategic advantage. Lisa Abousaleh of Neutronian drove it home: “Trust is earned in drops and lost in buckets.” Transparent, customer-centric data practices are setting brands apart in a crowded market. 🎯 ABM: Precision Engagement  Stephany Lang from Octane11 showed how Account-Based Marketing (ABM) is more than a buzzword—it’s a powerful revenue driver. The magic formula? Focused campaigns across four channels for maximum engagement. 💸 Revenue Accountability  The days of vanity metrics are over. Scott Stedman from The Imaginarium put it best: today’s B2B CMOs are “modern-day wizards,” tasked with aligning with sales and delivering real revenue impact. Dee summed it up saying "AI, privacy, ABM, and revenue-focused strategies aren’t just trends; they’re the building blocks of a whole new marketing playbook." #TMX24 underscored a fundamental truth for us: adapt or fall behind. From AI to ABM, the future of B2B marketing is here—and it’s challenging us all to step up. #B2BMarketing #ABM #Privacy #AI

Google has recently introduced significant updates to its Performance Max campaigns, but what does this mean for you? Key updates include: ✔️Campaign-level negative keywords: This allows for significant refinement in targeting by excluding irrelevant traffic and enables more efficient budget allocation. ✔️Impression share reports: A significant update that helps advertisers evaluate how often their ads appear relative to the competition. ✔️Target pacing insights: An update that will give a real-time view of whether the campaign is on track to achieve the TROAS or TCPA. 🔗Check the link in the comments for Jessica Linder's full insights.