Agreement allows agency’s clients to apply emergent, machine learning technology to uncover the buyer’s journey and accelerate revenue growth.
San Francisco, California, May 11, 2017 – Quarry, a leading B2B marketing firm, and CaliberMind, a trailblazer in buyer journey software, are pleased to announce the signing of a strategic partnership. Lean-forward Quarry clients keen to deliver an optimized buyer experience will now have access to expertise in CaliberMind’s platform, which leverages a combination of personas and buyer data gathered through marketing engagements to inform next-best content selection.
Raviv Turner, Co-Founder & CEO of CaliberMind, explains, “B2B buying is broken, there are just too many nurture touch points, too many pieces of outreach, too many truly bad email messages. As a result buyers are shutting down which is going to present a big problem for marketing and sales, despite all of the new tools out there. For years the emphasis in the B2B market has been on sales acceleration — moving prospects ever faster through the sales and marketing funnel, and the funnel mistakenly being seen as the buying journey. Sales acceleration isn’t actually a problem, buying acceleration is and we realized that we can’t solve this problem alone,” said Turner.
“Solving this problem requires a new thinking along with strategy, process and technology, which is why we are so excited to partner with Quarry. The company’s background and its focus on the buying experience make it a perfect fit for our technology. We can’t wait to help their customers engage more effectively with their buyers. Our goal is to enable buyer alignment using a technology that can constantly adapt to changes in buying behavior,” said Turner.
CaliberMind gives marketers and sales professionals a personalized playbook for every account in their company’s CRM. The solution prescribes content to tailor marketing and sales communication to fit each individual, increase engagement and accelerate buying. It works by analyzing the sequence of lead-to-revenue events for each account and finding the most common paths to sale using machine learning and human language analysis. The platform measures and optimizes customer experience from end-to-end and provides its customers with a holistic, data-driven perspective on growth.
“We’re excited about this partnership because we’re striving to further integrate three important B2B disciplines: buyer insight development, content development and personalization at scale,” explains Glen Drummond, Chief Innovation Officer for Quarry. “We intend to apply this technology to drive that integration for our clients to improve their buyers’ experience and our clients’ results.”
The emerging market of B2B buyer intelligence and prescriptive content is one that has caught the attention of CEB, now part of Gartner, a leading research and advisory company.
“CEB’s behavioral analysis of B2B buyers reveals that a complex interaction of rational and emotional factors are at play at each step of the buying journey. The ability of technology, like CaliberMind’s, to discern patterns and insights that reflect this complexity through a robust yet meticulous analysis of behavioral and psychographic data takes precision marketing to the next level,” says Martha Mathers, Practice Leader at CEB, now Gartner.
“We are excited to bring CaliberMind to our clients’ tables and, in turn, can’t wait to see our clients realize the benefits of next-generation customer experience,” concludes Drummond.
Quarry is the single agency to drive real growth for brands with complex buying journeys. Unraveling the many dimensions of how sophisticated, empowered buyers make business purchase decisions, simplifying complex stories about highly engineered solutions, creating consensus-building, customer-centered brand experiences, and enabling savvy leaders to drive change is our passion. Our 90+ team of modern marketing strategists, creative and technologists do this for some of North America’s most respected brands and we are proud to have been recently named a top B2B marketing agency by Chief Marketer.
Used by customer-centric Fortune 1,000 companies such as Citrix, Gusto and Datavail, CaliberMind provides the software and metrics for the entirety of the B2B customer journey, from first touch to ongoing support and expansion. CaliberMind gives marketers and sales professionals a personalized playbook for every account in their company’s CRM. The solution prescribes content to tailor marketing and sales communication to fit each individual, increase engagement and accelerate buying.