Triblio’s Chief Customer Officer, Andrew Mahr was recently interviewed by Bob Samuels and David Rowe of Tech Connectr. In the interview they discussed the Triblio IDG merger, the latest on intent-data, and Andrew laid out three important challenges ABM vendors must address in the near future. Let’s dive into some of the key takeaways from the interview.
Triblio IDG Merger
In June of 2020 Triblio merged with IDG to combine Triblio’s award-winning ABM platform with IDG’s premium global data solutions. As Andrew highlighted in the interview, the merger enabled Triblio’s ABM execution platform access to global GDPR compliant data. With ABM continuing to expand globally and data-privacy remaining a priority, the merger is paving the way for the future of ABM platforms. You can read more about the Triblio IDG merger here.
Three challenges ABM vendors must address
1. The shift from Data to Discovery Insights
With more data, it’s critical to be able to separate noise from actionable insights. As Andrew said, “the number one problem reported is operationalizing data — I have the data now how do I use it?” Closing the gap between data gathered and data used is exceedingly important as the amount of data collected continues to increase.
2. Importance of being Privacy First
With new GDPR regulations affecting privacy law, companies with a privacy-first mindset have a growing advantage. As Andrew stated from an IDG and Triblio standpoint, “we’ve been in the opt-in lead gen space for a while” and this is ultimately going to serve Triblio well with the new privacy regulations on the horizon.
3. Advertisements without Third Party Cookies
With third party cookies going to the wayside, marketers are going to have to rely on other methods of getting targeted ads in front of prospects. Using IP address data serves as a nice foundation but isn’t a stand-alone solution. New data-gathering technologies are needed to replace the value of cookie-data. ABM platforms must be ready to adapt to these new technologies that will eventually take the place of third-party cookies.
There are a lot of changes coming to Martech stemming from privacy law changes but, “in the end, we’re going to be in a better place with privacy and we’re going to be in a better place with brand confidence with the ads we’re serving,” said Mahr. This is an exciting time for Martech companies to incorporate new features into their existing ABM platforms that will answer concerns of the coming changes.
You can watch Andrew’s full interview with Tech Connectr here.