CaliberMind, the leading B2B marketing analytics and attribution solution, announced today at the Flip My Funnel conference the public release of its patent pending new ABM Converter™ after being in beta for a few months with select customers. The new ABM Converter™ enables marketers to repurpose their existing CRM & Marketing Automation Platforms for Account-Based-Marketing with one click for a fraction of the cost and the implementation time of traditional ABM platforms. It seamlessly integrates with Salesforce, Marketo, Hubspot, Pardot and Eloqua marketing clouds.
The new ABM Converter™ solves a fundamental problem in B2B marketing and sales. Traditional CRMs make getting account data on leads an operational headache and Marketing Automation Platforms have no way to natively link that lead to a pre-existing prospect or customer account in Salesforce. Account-Based Marketing platforms generally solve this problem but usually come with a hefty price tag and long implementation time.
“The Martech industry has been overselling marketers on Account-Based Marketing,” said Raviv Turner, CEO of CaliberMind. “Account-Based Marketing is first and foremost a data problem, not a media problem. When you travel from the US where the electrical system is 110 volts to Europe’s 220 volts, you don’t buy new electronic devices, you use a converter. The same principle works on your account-based data. For most ABM programs you don’t need a new platform and you don’t need to spend tens of thousands of dollars and months in implementation.”
In a recent survey by ITSMA 70% of the companies reported that they are using a mix of both Demand Generation & Account-Based Marketing also known as Hybrid ABM. Only 10% of the companies reported the exclusive use of Account-Based Marketing.
“At Fidelis Cybersecurity we were just getting started with ABM and were looking for a solution that would allow us to keep our existing lead-based and demand generation systems but at the same time let us manage and report on account-based funnel, but without the big investment of an ABM platform. CaliberMind’s ABM Converter™ allows us to implement ABM in days not months, enrich leads with account data, easily identify high-value prospects and reduce research time for sales – all of this for a fraction of the cost of an ABM platform,” said Moni Oloyede, Director of Marketing Operation at Fidelis Cybersecurity.
“At Aptrinsci we were looking to execute an ABM strategy, but couldn’t justify spending tens of thousands of dollars on another platform after making such a big investment in our Marketing & Sales infrastructure. We already had the tools and data to execute ABM, we just needed to bring them together. Taking a Hybrid ABM approach allowed us to scale our ABM & inbound strategies together using our existing MarTech stack ensuring the proper visibility to properly attribute our efforts with pipeline and revenue,” said Travis Kaufman, VP Product Growth at Aptrinsic.