Chris DeMartine

SMBs Winning One ‘Whale’ Account at a Time Chris DeMartine May 12, 2021 Small to medium-sized businesses (SMBs) are beginning to leverage traditional Account-Based Marketing (ABM) tactics to land ‘whales’, one massive account at a time. The events of the recent year have made it even easier for this to happen. Why? For several reasons, mostly related to a pandemic-leveling of the playing field. Many SMB’s found themselves competing in the same arena as large consultancies, agencies, and big tech companies. Advancements in technology have lead to user-friendly solutions, enabling individuals and companies of any size to tackle ABM and lead generation programs in-house at a fraction of the agency cost. For example, ZoomInfo and Adapt enable users to access firmagraphic and contact information with email and phones for targeted B2B marketing.  Creative development has never been easier and it keeps getting better. Adobe is not the only game in town. Affordable platforms like Creatopy and PROMO have emerged from Romania and Israel to empower all of us to build brands, engage buyers and make an impact. These companies are hungry to help and growing their respective user bases rapidly, so upgrades and new capabilities are the norm. User-friendly Demand-Side Platforms (DSPs) like The Trade Desk and Choozle enable users to run targeted B2B campaigns for custom audiences with site lists for contextual targeting in a non-PII way. And, if you are concerned about the onboarding process, then stop worrying. Do you know how to copy and paste into MS Excel? If you’ve answered “yes”, then you are qualified. The aforementioned DSPs are handling the data partnerships for you on the backend, with an easy set of guidelines for you to load your customer files. Platforms like Lead Forensics and Leadfeeder enable B2B marketers to identify site traffic by company name and more. This is great for tying back ABM efforts back to the source and for monitoring interest level based on web pages visited and time spent on those pages. We’ve vetted dozens of platforms and rely on G2 crowd-sourcing to weigh in on our value-based decision process. Recent Posts 23 Mar 2026 ISO, and CMMC Compliance: A Strategic Imperative for Organizations Pursuing Federal and Enterprise Growth 04 Feb 2026 Company Domains: The Foundation of ABM and Lead Enrichment 23 Jan 2026 Energy Prospect Database: Connecting Businesses with Energy Decision-Makers Categories ABM Account Based Marketing 4 Adobe Marketing Cloud 1 All Posts 57 B2B Marketing 5 Data-Driven Marketing 7 Getting Started 4 Man Plus Machine 4 Programmatic Advertising 6 Your Community 2 Subscribe to Get latest post notifications Need Assistance? We’re here to Help you CONTACT NOW

Excel Tip for ABM and B2B Data Management Chris DeMartine March 5, 2021 Having a domain name, in addition to company name, is important when sourcing new prospects for ABM lead generation. Although it may be easy to match domains to companies, the data quality of most business files is simply not that great. For that reason, we will often parse the domain directly from the verified email addreess of a client or prospect. Since most small to mid-sized businesses use Microsoft Office for their administrative task and client data management, it makes sense to have a few time-saving data enhancement formulas in your toolbox. Here’s one of our favorites: The objective: to append our client database with domain names in order to limit prospect email campaigns to ‘one per company’, improve deliverability and leverage that field for new prospect data acquisition.   The problem: the house file has over 75,000 records representing over 2,000 companies and the account names are inconsistent. Data providers are not matching the domains consistently and accurately and the data append costs money.   The solution: the solution is a formula… while not that impressive, if you have email addresses on your file, then it gets the job done for free.   The formula: all you need is the cell reference for the email address and a new column for the domain. Here’s a formula for extracting the domain from the email address, where the email address is in column A, row number 2: = R I G H T ( A 2 , L E N ( A 2 ) – F I N D ( ” @ ” , A 2 ) ) Do it once and then just copy and paste for the rest of your file. With this little formula, you can add a domain field to your house file or prospect database in less than a minute. Excel may be a bit old-school, but it’s still a fantastic app for small businesses! What’s most important, however, it that you have quality email records to begin with. One spam trap can change a lifetime… well not really, but it’s important to run verification on your email addresses regularly to ensure that strong delivery and a good IP reputation. Programmatic B2B has done extensive research on email verification providers. It’s important to note that there are significant differences in process and the accuracy of the results. This applies to consumer emails as well. Recent Posts 23 Mar 2026 ISO, and CMMC Compliance: A Strategic Imperative for Organizations Pursuing Federal and Enterprise Growth 04 Feb 2026 Company Domains: The Foundation of ABM and Lead Enrichment 23 Jan 2026 Energy Prospect Database: Connecting Businesses with Energy Decision-Makers Categories ABM Account Based Marketing 4 Adobe Marketing Cloud 1 All Posts 57 B2B Marketing 5 Data-Driven Marketing 7 Getting Started 4 Man Plus Machine 4 Programmatic Advertising 6 Your Community 2 Subscribe to Get latest post notifications Need Assistance? We’re here to Help you CONTACT NOW