More Than ABM: A Backbone Platform for B2B Pipeline Growth

Many B2B marketers have employed ABM strategies for several years now. ABM platform adoption has gained momentum over the past few years and that growth is expected to continue. Forrester predicts that, by 2025, account-based marketing will become the main way most B2B companies identify, plan, manage, and measure a Prospect’s buying intent and a Customer’s post-sale activity.

Account-based marketing (ABM)  at many B2B companies now accounts for 28% of the overall marketing budget. Overall, it aims to establish deeper and more meaningful connections with high-value target accounts. It’s an approach that acknowledges that not all accounts are created equal; certain accounts possess greater potential for driving substantial business growth. By crafting tailored messages, content, and campaigns that address the unique pain points and needs of these select accounts, ABM has demonstrated its ability to significantly boost engagement, conversion rates, and revenue.

However, even as ABM has shown it’s increasingly effective, it's crucial to recognize the gaps and challenges from today’s ABM strategies. ABM platforms must operate within the larger ecosystem of tools, platforms, and data sources across the B2B go-to-market (GTM) tech stack. This complexity can lead to data silos, and pipeline development process breakdowns. Critical customer information and buyer activity insights are scattered across different systems. Coordinating between these tools can also lead to inefficiencies, duplications, and misalignments in strategies.

The Role of a Backbone Platform for B2B Pipeline Development

Here at Kwanzoo we have been an early mover in the ABM space. We introduced our first account-based advertising solutions several years ago. Over the past two years, as we looked at the broad range of ABM solutions available in the market, we realized that not just ABM, but all of the platforms and tools in the Go-to-Market tech stack were failing the Customer in some very critical areas.

In the summer of 2021 we set out to build a new kind of B2B backbone platform that can play a pivotal role and address the complexities and challenges associated with consistent, scalable, B2B pipeline development across a range of marketing and sales programs and tactics. The platform is designed to support a range of growth and demand gen tactics including but not limited to ABM! On the sales side, it can support a range of sales motions, while delivering critical data and insights to everyone on the Sales team. 

The type of B2B backbone platform that we set out to build would serve as the central nervous system of a company's marketing and sales efforts, seamlessly connecting various tools, data sources, and processes, while additionally delivering some unique capabilities lacking across the tech stack today.

Since early 2023, Kwanzoo has rolled out our Backbone Platform for B2B pipeline development and growth across several mid-market B2B companies and B2B SaaS startups. We simplify and unify the coordination of all pipeline-related data, programs, processes and insights, across all platforms and tools in your Go-to-Market (GTM) Tech Stack. For many of our Customers, this includes an ABM platform (such as Demandbase or 6Sense).



Our unified platform  brings together all the essential components for implementing a streamlined pipeline development process, without requiring any replacement of existing platforms and tools, whether core infrastructure (such as your website CMS, MAP, CRM) or other key systems in your go-to-market tech stack (data quality management, ABM, event marketing, sales execution tools such as Salesloft or Outreach, conversational intelligence tool such as Chorus.ai, pipeline intelligence and forecasting tools such as Clari.)

How Kwanzoo Enhances Your ABM Strategy

The RIGHT Buyer (REAL Buyer Identification): Kwanzoo includes new buyer resolution technology, where we are delivering 100s to 1000s of net new leads to SDR teams straight off their company website! These are REAL PEOPLE, with first name, last time, title, work email, many with mobile phone numbers, LinkedIn URL

The RIGHT Account (Unified Account Ranks): Kwanzoo’s Unified Intent helps you combine buying signals in a systematic process. Identify in-market accounts in your target market. Learn if they are considering or engaged in any way with your competitors. Gain insights on the exact buying groups and teams, their division, site location, and their actual projects and initiatives that are underway at their company.

The RIGHT Data (Grow Reach and Coverage): Fill your MAP & CRM with data on your Ideal Accounts and Contacts. Kwanzoo’s master account and audience databases comprise of 263MM+ B2B profiles, 255MM+ B2C profiles. This also comes with connected MAIDs, HEMs, cookies and device IDs so you can quickly and easily build first-party audience (FPA) segments to run highly targeted display advertising and retargeting programs. 

The RIGHT Message (Serve Targeted Ads): Interested in pursuing up-sell and expansion deals at existing customer accounts? Kwanzoo’s account-based advertising solutions enable 1:1 targeting of exactly the right buyers, to deliver exceptional experiences to customers throughout their buyer journey. 

Account-based Data Management (Get Insights to Make Decisions): Kwanzoo’s built in data warehouse, and our 167+ integration connectors allow you to integrate seamlessly across your existing tech stack, eliminating data silos and ensuring that your marketing & sales campaigns, from ABM to demand generation, sales engagement at scale, to top-account strategies are based on accurate and up-to-date information.

Implementation and Integration (Quick Setup, Rapid Time-to-Value): Implementing Kwanzoo into your existing ABM, demand gen and sales engagement strategies is a quick and streamlined process. The platform's user-friendly interface and integration support make it accessible and effective for marketers and sales teams at all levels.

Realizing ROI with ABM and Kwanzoo: By combining the power of ABM with Kwanzoo's capabilities, you can achieve a higher return on investment (ROI). The personalized nature of ABM, coupled with unique capabilities from Kwanzoo for better targeting, tracking and account-level data management of individual buyers and account-level buying groups - all drive efficient pipeline growth, with increased buyer engagement and conversion rates.



Success Stories: 90-Day Pipeline Growth Metrics