Folloze, an Account Based Marketing (ABM) Sales Platform, today announced that it has closed $7.3 million in funding to further accelerate the company’s market traction and grow its sales, marketing and customer success teams. The investment was co-led by Canvas Ventures and NEA, the lead investor in the seed round, with participation by Cervin Ventures and others.
ABM has become a key Go-To-Market strategy for B2B companies, with double the customer adoption in 2016 compared to 2015 and more than 70% of companies now focused on driving revenue with ABM*. A key success factor for ABM is a new 'contract' between Marketing and Sales that is transformational. While previous attempts at aligning sales and marketing teams have repeatedly failed, ABM empowers a shift. The new role of marketing is to create and support account-based campaigns for sales to operate at scale, for a specific account or customer situation; salespeople in turn become ‘mini-marketers’, as they own the relationships with their target accounts.
Folloze is the first platform specifically designed for marketers to enable salespeople to use content campaigns, content automation, actionable account analytics and other marketing techniques, all from within their familiar sales tools. These capabilities enable sales to act as consultants and educators during the selling process, delivering significantly more value to customers through the buying journey. This account-oriented approach allows salespeople to manage 'account-specific funnels' and drastically increase their pipelines.
“The rate at which Folloze is being adopted by the largest and most sophisticated global enterprise sales organisations is truly impressive,” said Gary Little, Partner at Canvas Ventures. “Sales organisations typically don’t trust the value of marketing generated leads. In contrast, companies adopting Account Based Marketing are using Folloze to create highly personalised sales campaigns for Account Executives tasked with penetrating named major accounts.”
Folloze technology is architected for account personalisation, while at the same time can scale to support thousands of accounts. This is achieved via dynamically generated content boards, content campaigning, real time account alerts and content and account analytics.
“The Folloze team has been a great partner as we’ve built out and executed our Account Based Marketing strategy,” said Mike Goldgof, Vice President of Marketing at WhiteHat Security. “The Folloze platform provides our sales development reps with the ability to deliver immediate value to account contacts through relevant, personalised content. Its ability to scale is very important; we can provide customised experiences no matter how large our ABM program grows.”