The Lowdown

Folloze Website Engager, built on Folloze’s no-code B2B buyer experience platform, is a toolkit designed to turn company website visits into engaging, personalized experiences that generate first-party engagement insights while accelerating the full digital buyer journey and boosting demand generation performance.

Back-Of-The-Box Details

Folloze Website Engager, built within Folloze AI, helps marketers extend their Folloze campaigns by embedding boards and content from those boards directly into their websites. The boards can then be personalized to customer personas stage in the lifecycle and account without coding or web developer time involved.

Marketers can leverage first-party data for personalization to resonate with each persona’s unique requirements and ensure the content or offer is appropriate for the buyer journey stage. The toolkit seeks to allow marketers to create a buying stage-appropriate call-to-action and orchestrate multi-threaded touches with the buying committee to extend interactions.

Who It’s For

The solution is designed to help keep marketing and sales aligned. Marketers can arm sales teams with a playbook based on engagement level insights identified by Folloze Website Engager, while sales teams can send prospects directly to specific assets or website pages powered by Folloze to create consistency in flow and messaging.

What It Solves

Folloze Website Engager helps connect the website to ABM and demand generation campaigns to deliver a personalized campaign experience on the website and capture insights that enhance the entire journey both on and off the website.

What Makes It Special

B2B marketing teams can now extend existing campaigns to the website or create standalone experiences that connect to the broader picture of buying behavior and their journey using Folloze Website Engager.

Contact

Folloze

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Built within Folloze AI, the Website Engager toolkit will include the Folloze GeneratorAI to help put the right content and messaging in place on a company’s website to capture attention and advance customers through their digital journey.Reported features include:

• Website personalization capabilities;
• Full-spectrum first-party behavioral data; and
• Flexible personalization and campaign integration into websites.

“Today’s marketers need to think about the journey, not a single visit,” said David Brutman, Chief Product Officer and Co-founder of Folloze, in a statement. “When you integrate Folloze into the website, you can deliver high value, persistent personalization to accelerate the buyer’s experience and help route the buyer to the path that is most suitable for them. Engagement is the new currency: It serves as the connector and accelerator across the entire journey. Folloze Website Engager unlocks personalized and meaningful website engagements that keep buyers in the moment and moving forward in their journey. This is a key strategy to accelerate pipeline and results.”

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GeneratorAI leverages Folloze Experience templates to help simplify how marketers build targeted campaign experiences with increased accuracy for buyers at any stage of their journey. It is designed to improve productivity by providing a layer of generative AI to support on-demand, rapid board building for any scenario. Within the Folloze Buyer Experience Platform, GeneratorAI uses simple prompts — based on an organization’s broader business, marketing or product messaging — to provide AI-generated content that aligns with their outcomes and goals.

“We are witnessing a transformational change powered by AI that influences every aspect of the B2B GTM process,” said David Brutman, Chief Product Officer and Co-founder at Folloze, in a statement. “After the initial excitement around generative AI, now businesses are looking to embed these capabilities in a way that drives clear business value. We are excited to add generative AI capabilities with the release of Folloze GeneratorAI to drive higher performance and quality in customer engagement. This together with our content recommendation capabilities and content classification provide marketers with powerful insights and the ability to create smart, agile and relevant experiences at scale.”

The post Folloze Announces GeneratorAI To Help Unlock Personalized Buyer Experiences At Scale appeared first on Demand Gen Report.

Additionally, customers can now access first-party behavioral analytics through a dashboard that allows sales teams to focus their resources on the best opportunities. Specific capabilities available through the integration include:

• Embedding a direct link to Folloze content in an Outreach email;
• Personalizing Folloze boards through an automated process;
• Viewing account and contact engagement activity within Outreach; and
• Providing behavioral data through identity matching.

“Folloze and Outreach provide teams with the ability to level-up sales and marketing activities in their own respective ways,” said David Brutman, Co-founder and Chief Product Officer at Folloze, in a statement. “The integration addresses a critical gap as budgets are shrinking and organizations strive to garner better results with current or reduced investments. By bringing these dynamic platforms together, joint customers that lean on their sales channels as a critical driver of engagement and pipeline acceleration will now have a more unified experience that amplifies value and drives greater performance and personalization.”

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Folloze AI builds upon the release of Folloze Buyer Experience 3.0 by adding a layer of first-party intelligence and insights to scale personalization and move opportunities through the pipeline faster. Powered by ChatGPT, Folloze AI allows for multiple modes of operation, from fully automated to a curated experience that keeps the human “in the loop.” Specifically, Folloze AI can:

• Automatically tag content;
• Recognize viewing patterns; and
• Make recommendations based on those patterns in real time.

“Since the launch of Folloze Buyer Experience 3.0 last year, we have seen its significant adoption to deliver high-value, on-brand experience across the buyer journey,” said David Brutman, Co-founder and Chief Product Officer of Folloze, in a statement. “This is no surprise since companies are looking to rationalize their stack and find a scalable way to power data driven digital buyer journeys operated by all marketers, not just a few. AI further changes the game by injecting intelligence into those digital touch points. This ensures the best content is served and first-party intent insights are surfaced to drive impact in the revenue cycle creation.”

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Great ABM is a practice, not an event; it’s a rigorous approach to identifying high opportunity accounts and maximizing their potential by staying attuned to buying behavior and delivering value at each stage of the journey. And with the market getting more competitive, and buyers increasingly going digital, personalized experiences have become a thriving team’s secret weapon.

For ABM marketers, the pressure is on to deliver new campaigns quickly as market dynamics change. Gone are the days when we could plan and wait for agencies or digital teams to create campaigns for us. Agility is the name of the game to move with speed, but you need the right operational set up. Here are my top five tips for unlocking the agility you need to deliver ABM campaigns in hours, even minutes:

1. Empower Your ABM Quarterbacks To Deliver Campaigns Independently & Orchestrate Cross-Functional Plays

ABM is a team sport for frontline marketers who need to build campaigns on the fly. They need data, nimble tools and content at their fingertips to respond to market opportunities. Waiting in line for the digital team or IT to build out campaigns is costing you weeks, sometimes even months. Make sure your marketers are empowered with the right content, data and tools to DIY responses to market signals and watch your revenue soar.

2. Simplify Your Martech Stack

Delivering relevance at scale requires agile tools and real-time data so that frontline marketers can meet buyers where they are with what they need. With a trusted source of intent data and a foundational experience engine that integrates all the other tools in your revenue tech, it’s easier than ever to see where your buyer is at any moment and create an experience that meets their needs.

3. Have Your Plays Ready

If you’re creating copy, assembling content and waiting in line for IT to build you a landing page, you’ll miss the opportunity. Have several pre-set plays based on behavior signals and personas, and make sure to test and refine those plays regularly.

4. Keep A Close Eye On Buying Behavior & Intent Signals

Make sure your campaign dashboards allow you to see intent signals and sales-reported data, as well as buying signals. When you can see which content buyers consumed, how long they’ve spent with the assets and where they went next, you have everything you need to meet them in the next moment with a delightfully intuitive experience.

5. Track Your Content Based On Buying Behavior Across Their Journey, Not Your Funnel

Getting more efficient and effective over time improves your speed to market. Take all you’ve learned about what engages your buyers back to your content team regularly to ensure that they’re only building what you know will work — nothing more, nothing less.

Don’t let opportunities pass you by: Make sure your ABM team is empowered to create a steady stream of value for your customers. Experience matters for your team and buyers; make that your priority and it will be much easier to win the current battle for shrinking budgets. We can do this!

Mary Gilbert is the CMO of Folloze, a buyer experience platform. Gilbert is leading the buyer experience revolution with her unique perspective on cultural transformation and marketing technology innovation. She specializes in modernizing high-performing integrated B2B marketing organizations through the digital transformation age, approaching opportunities and problems from the perspective of the people involved, the customer experience, the team and the organization.

The post 5 Steps To Quickly Launch An ABM Campaign appeared first on Demand Gen Report.

It was critical for the marketing team to communicate that Walker & Dunlop was still alive and well. The company had to let clients and prospects know that financing deals were still getting done and that they could count on Walker & Dunlop to be a voice of clarity and confidence in a market that was suddenly facing uncertainty.

The Challenge

Given the large sums of money changing hands, commercial real estate finance is an industry built on trusted relationships. Historically, sales teams across the industry relied on face-to-face client interaction to showcase their expertise, build trust and close deals at conferences, on golf courses, over dinners and wine and maybe even cigars. So, how could the company build virtual relationships — at scale — to instill trust and client engagement when travel and events had come to a complete halt?

Marketing identified several key goals to solve this challenge, such as:

• Continuing to display a confident brand and extending its leadership in core markets;
• Building awareness and fueling expansion for high-growth start-up divisions; and
• Providing marketing and sales support for financing and property sales teams across the country, spanning 250 brokers and bankers.

Walker & Dunlop’s CEO, Willy Walker, saw an opportunity to create a high-visibility weekly webcast that would help establish the company’s reputation as a thought leader in the commercial real estate space. To that end, he tasked the marketing team with “building our brand as big and fast as we can.”

The Solution

After recalling that Walker wanted the webcast released “next week,” Zegal turned to Folloze, a buyer experience platform, to help his team build out a series of customer-facing webcasts featuring Walker and empower Walker & Dunlop’s 200-strong sales force to turn virtual relationships into revenue-generating opportunities.

The plan was to create an integrated, multichannel program with Walker on a virtual center stage, interviewing high-profile guests such as governors, NBA stars, Harvard professors and leading economists. The goal with “Walker Webcast” was to generate buzz for the company’s role in commercial real estate financing, provide fresh perspectives, create inspiration and foster education for all types of personal topics, including how to be a better leader, live a healthier lifestyle and become a better citizen.

The webcast series was launched in less than a week, with Folloze as the content and engagement hub. Walker & Dunlop relied on Folloze Boards, which are blank digital canvases that help marketers build content-rich destinations and campaigns across the entire B2B journey. The Boards are designed to transform customer data, such as firmographic, buying stage and intent, into memorable buying experiences that guide buyers through each stage of their journey.

Zegal said the proof of how easy it is to work with Folloze Boards is that no one on the team even talks about it — “it’s seamless: You create graphics, drag and drop and it’s done.”

Walker & Dunlop also built social media outreach programs around the webcasts, created a large YouTube following and turned the webcast into a podcast.

The Results

The webcast became a weekly engagement touch point with clients, investors, recruits and employees — keeping Walker & Dunlop top of mind.

“The weekly series has become the biggest webcast in our industry, with more than five million views across all channels — and we’ve surpassed more than 100 episodes,” Zegal said. “Folloze makes it easy to manage and showcase a huge amount of content every week.”

Key results of the collaboration with Folloze, the “Walker Webcast” and adjacent materials include:

• The podcast landing in the top 3% of all business podcasts, in terms of downloads;
• 1,500 registrations the first week of “Walker Webcast”;
• More than 5 million webcast views across channels;
• “Winning multiple awards and receiving several accolades,” according to Zegal;
• More than 100 episodes published and counting; and
• 150,000 visitors to Walker & Dunlop’s Folloze Board to date.

“People come to us for our expertise with something that’s pretty complicated, so there’s an element of trust and familiarity involved,” Zegal said. “Engagement is critical with this audience. Folloze helps us project that reputation as a company that our clients want to work with.”

Thanks to data from analytics integrated into the Folloze platform via partner Demandbase, Walker & Dunlop also discovered a high correlation between engagement with existing and net-new customers with the brand program: 69% of existing active accounts and 64% of new accounts participated in the Walker Webcasts.

“Most significantly, $7.5 billion of net-new transaction volume in 2020 came from companies that attended the webcast,” Zegal said. “So, we gained share, and we became No. 1 in our market in that year — while others were struggling, we rose to the top.”

From a CRM perspective, Zegal said the webcasts have proven to be great conversation starters and a powerful re-engagement tool.

“We had one client that watched 40 webcasts,” he said. “People are engaged, and engagement turns virtual relationships into real relationships and real monetary value. It also changes the dynamic with our CEO — when he walks in a room during a sales call, his presence has a halo effect.”

Zegal said he also plans to roll out Folloze to additional account teams across the business to create destination sites with personalized content for key clients.

“One of the reasons we went with Folloze was that we knew that it worked within our ecosystem, within our tech stack,” he explained. “There is a lot of potential to expand what we’re doing with Folloze, help build better relationships and cross-sell into our key accounts.”

The post How Walker & Dunlop Launched A Webcast & Generated 1500 Registrations In 1 Week appeared first on Demand Gen Report.

Back-Of-The-Box Details

Folloze’s latest version features several upgrades, including:

• A design suited to any marketer with any level of expertise;
• New branding tools to ensure all experiences meet approved corporate guidelines; and
• AI-powered personalization and recommendations to help marketers personalize and optimize based on buyer behavior.

Who It’s For

This new platform is for enterprise and upper mid-market organizations. Verticals include tech, consulting and services, telecommunications, manufacturing and logistics and financial services.

What It Solves

The Folloze Buyer Experience Platform 3.0 empowers B2B marketers with the tools to build rich digital experiences based on deep behavioral insights in a simple, no-code environment to engage buyers and deliver growth across the modern digital buyer journey.

What Makes It Special

Folloze Buyer Experience Platform 3.0 seeks to enable marketers to create digital destinations to engage and nurture buyers at all stages of the journey. It requires no code and can be integrated with existing tech stacks, aiming to make it fast and easy to create and deliver something powerful and measure it all with data and insights.

Contact

Folloze

(888) 428-6191

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The new capabilities of the enhanced platform include:

• An Experience Designer tool to build digital destinations across a variety of interaction types;
• B2B experience templates and a section gallery that complement the Experience Designer and help accelerate campaign creation by leveraging best practices;
• New branding tools to design all experiences on approved corporate branding guidelines;
• A flexible content layout framework to create, optimize and present consumer-driven, content-based experiences;
• AI-powered personalization and recommendations that analyze buyer engagement to help optimize digital experiences;
• Buyer engagement and content-consumption analysis tools that analyze behavioral insights of specific buyers and buying groups; and
• Extensive framework and a software development kit to enable the creation of custom experiences.

“From the inception of the company, our mission has been to change the game in the way that B2B Buyers are empowered through their journey in a digital-first world,” said David Brutman, Chief Product Officer and Co-founder of Folloze, in a statement. “This new release is putting the power in the hands of all marketers to create engaging, buyer-centric experiences — and it’s powered by unique behavioral data insights to deliver a complete journey.”

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Folloze Live Events’ release comes at a time where 61% of event organizers indicated their biggest challenge with virtual events was keeping remote attendees engaged, no matter the size. The feature’s key capabilities include:

• A Zoom integration that includes viewing Zoom on a Folloze board, interactive features, registration, event follow up and contextualized content;
• Native support for simu-live and on-demand streaming via industry-standard video hosting platforms, such as Brightcove, Vidyard, Vimeo and Wistia;
• Out-of-the-box simu-live streaming with a native video player;
• Dynamic personalization to provide attendees with targeted experiences;
• Automated registration, private events and orchestration with sales; and
• Granular measurement of attendee engagement, including time spent and content viewed.

“Smaller, high-touch events have always played a critical role in educating and creating relationships with buying teams,” said David Brutman, Co-founder and Chief Product Officer of Folloze, in a statement. “We have seen growing demand for digitizing those customer engagement touchpoints and being able to execute them at a scale of hundreds of events a year. This requires a true agile model of democratizing the creating and managing of virtual events by any marketer that wants to include it in their demand program. With Folloze Live Events, frontline marketing teams are empowered for the first time with the tools to quickly launch bespoke virtual experiences that engage and move prospects and customers to the next stage in the buyer’s journey.”

For more insights and best practices into executing high-touch events, Folloze is hosting a webinar on Nov. 3 as part of Demand Gen Report’s Strategy & Planning Series. More information on the webinar and event can be found here.

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