Aberdeen Group Delivers Account Data & Related Content for 100s of Tech Categories in Its New 'Lead Essentials' SaaS Platform

Company embraces 'engagement science' melding its content library and tech profile and purchase intent data assets as a global lead gen resource

BOSTON, MA--(Marketwired - May 8, 2017) - Today, Aberdeen Group announces a combined account data and content platform, Lead Essentials, to enable tech marketers to more efficiently find and engage with active buyers while they are in-market to purchase specific technology products. Lead Essentials enables Aberdeen Group to provide account-based "engagement science" services to its users by matching account purchase-intent data with an extensive library of tech-specific content to enable on-demand tailored communications specific to each account's unique needs and interests.

Lead Essentials is a subscription-based software-as-a-service (SaaS) offering, a data and content on-demand platform.

"Tech organizations are focused on two sales and marketing assets more than any other -- first, timely purchase intent data combined with account and contact information for decision makers and influencers, and second, fact-based content that enhances the marketplace opportunities for these accounts and individuals," Aberdeen Group CEO Gary Skidmore said. "We created Lead Essentials to solve a simple, but very critical problem faced by today's leading tech organizations -- knowing what accounts are actively in-market, and the right content to engage contacts in these accounts. In effect, this can shorten sales and marketing cycles, and get to 'yes' more efficiently."

"We've built Lead Essentials around these needs, understanding how tech buyers and influencers have unique content demands," Skidmore said. "Engagement science is the ability to match accurate account data with relevant content in an on-demand environment -- for both sales and marketing capacities. Tech brands can tap Lead Essentials to expand and complement their own audience data and content. There should never be a one-size-fits-all in sales and marketing -- engagement science when applied delivers relevance -- and that drives conversions."

"We started with the Aberdeen content, which was shared with a completely new audience for us," said Angela Scenna, director of marketing, TBM Consulting, a provider of supply chain management consulting services, a Lead Essentials user. "In some cases, especially the first three months when we introduced a supply chain campaign, open rates doubled. This was really significant because if people are opening and clicking through content, then that creates 'Marketing Qualified' leads."

Lead Essentials includes an intuitive user-interface, a powerful search capability across hundreds of markets of account data and content, in nearly a dozen business categories. Tech marketers can subscribe to accounts actively in the purchase process for specific tech products and connect these prospects with topic-specific content.

Aberdeen content is available in 12 formats, among them videos, infographics, eBooks, white papers, checklists, assessment tools, social content and case studies. The business categories include:

  • Human Capital Management
  • Customer Experience Management and Contact Center
  • Marketing and Sales
  • Service Management; Information Technology
  • Information Security
  • Business Intelligence and Analytics
  • Supply Chain Management
  • Business Planning and Execution
  • Finance and Governance
  • Risk and Compliance
  • Manufacturing and Engineering.

Furthermore, Lead Essentials subscribers have access to phone-verified and scored account intelligence aligned to their particular market of interest. Using the platform, they can use advanced filters such as purchase likelihood, current technology utilization, specific technology budget, behavioral data and more to find just the right account-based leads. Users can then use the same platform to select fact-based content that resonates with those leads individually.

For more information regarding Lead Essentials, visit here on Aberdeen's site.

About Aberdeen Group
Aberdeen Group is a technology industry account data, analytics and content company. Via our SaaS [Software-as-a-Service] platform "Lead Essentials," Aberdeen helps tech sales and marketing executives distill smart data science into prospect and customer engagement. We enable companies to win through our unique targeting capabilities, advanced analytics using our innovative proprietary data sources, and our original premium content engine. Learn more about Aberdeen Group at www.aberdeen.com.

Tags: Aberdeen Group, Gary Skidmore, TBM Consulting, Engagement Science, Account-Based Marketing, Lead Generation, Lead Management, Lead Nurturing, Content Marketing, Data-Driven Marketing

Figure 1: Aberdeen Group’s Lead Essentials embodies engagement science. It taps rich content and data sources in hundreds of tech and business categories, with purchase intent information and buying triggers across enterprise accounts, to drive relevant interaction with each purchase decision maker and influencer.