Why do B2B Buyers Struggle? The Answer is in the Data

Aberdeen | September 23, 2019

Aberdeen announced Aberdeen Behavioral Technographics – the industry’s first install (technographic) data that actively measures technology in use. Legacy technographic data only provides a single yes/no estimate as to whether a company uses a specific technology. Aberdeen Behavioral Technographics is the first to measure technology usage down to company location, number of users and pains and priorities of the usage. In numerous tests, Aberdeen Behavioral Technographics has proven to be up to 55% more accurate than legacy approaches in determining technology in use at a given company location. This higher level of accuracy and deeper insight into users’ pains and priorities enables significant improvements in account prioritization, pipeline creation and win-rates. “Aberdeen Behavioral Technographics provides powerful insights into technology usage,” said Frank Days, VP Marketing at EnterpriseDB “It is an important resource for account prioritization, ad targeting and content marketing.” “Technographic data has been overdue for innovation,” said Marc Osofsky, Aberdeen CEO. “The reaction to our data has been amazing, companies have signed up within days of seeing the data.”

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Aberdeen Group | April 04, 2019

In part one of our series we detailed a new and relative novel approach to intent data, behavioral segmentation (read part-1 for greater detail on user behavior segmentation). However, that user-level analysis is not actionable for most marketers because it is too granular; it does not include any company information. For actionable application, we need to tie these users back to their employer without losing any of the characteristics or insights that we derived from their behavior. We need to be able to map all activity back to a user’s respective company, regardless if they viewed articles from different IP addresses and/or different locations (in the office, at home, at a coffee shop, etc.). Aberdeen is the only company that can do this because of the way we gather our user intent data.

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Aberdeen | April 08, 2019

Aberdeen announced Aberdeen Intent for Salesforce – the first Salesforce-native solution that identifies and pushes intent-qualified opportunities directly into your Salesforce instance so your sales team never misses another deal. Aberdeen Intent for Salesforce uses machine learning to track the online research of millions of companies across the internet to generate the most accurate intent score available with client measured accuracy as high as 91%. Aberdeen Intent for Salesforce is based on the most accurate, most actionable and highly targeted intent data in the market. On a daily basis, Aberdeen monitors over 55 million Device IDs from over 17 million companies, tracks their research across 12.8 billion webpages and 480,000 keywords and compares their behavior versus a 52-week baseline to determine a purchase intent score. Most sales teams focus their time on static target account lists and unqualified, inbound web traffic. This approach misses high volumes of deals happening in the market with similar account profiles. Aberdeen Intent for Salesforce identifies these in-market accounts and feeds them directly into Salesforce for sales teams to engage.

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