Consumer Intelligence: The CMO’s Sledgehammer For Breaking Down Silos

Most of today’s CMOs understand the importance of breaking down organizational silos in the quest to build a modern marketing organization, one that can keep pace with the ever-evolving consumer. But knowing where to start is another matter altogether. Marketing departments, particularly at large legacy brands, are often established entities with their own systems, cultures and KPIs. These can be difficult elements to unite across functions.

Historically, marketing data has also fallen victim of the marketing silo epidemic. This applies to both the customer intelligence that drives strategy, as well as the metrics that feed back into optimization and deeper learnings.

Today’s CMO has an opportunity to harness the power of an organization’s consumers insights and leverage that data as a key tool in uniting the marketing organization’s disparate teams and processes. This data-driven approach to breaking down silos establishes a shared understanding of a company’s target consumers—the true humans behind the data—as well as a unified system from which to draw and feed back needed insights.

Start with the Consumer

A united marketing organization starts with a deep, unified understanding of a company’s customers and prospects. These kinds of insights aren’t easily drawn from a company’s CRM database or other management platforms. Marketing teams have vast stores of data across many channels. This data does provide a lot of information: customer demographics, purchase histories, exposure to past media campaign, etc. But it lacks the fundamental depth required to unite a marketing organization’s disparate departments and channels.

As Simon Sinek famously pontificated, CMOs need to “start with why.” Why do customers make the purchases that they do? Why are they loyal to certain brands and abandon others? Why do they choose to purchase online vs. in person—or vice versa or both? The best intelligence into customer drivers is derived by both asking people about their values and motivations, as well as observing and understanding their real-life actions via online behavior. CMOs should keep the following key points in mind when laying a foundation for organizational success with consumer intelligence:

Put consumer intelligence at the center of your data platform. A deep, shared understanding of the consumer across departments must be reflected in a company’s data management strategy. The importance of unifying marketing research, data, measurement and analytics within a single, intuitive platform cannot be understated. By onboarding all departments to a single system that presents a consistent view of customers and prospects, silos begin to naturally fall away, and KPIs can be better aligned and tracked.

Ensure your intelligence evolves with your consumer. Avoid static snapshots into customer preferences and motivations. The relationship between a brand and its consumers evolves over time. Silos often spring up or are strengthened when a single department realizes the need for new consumer intelligence inputs and endeavors to obtain them in a vacuum to drive short-term results in a given channel. By investing in an always-on window into consumer motivations, and enabling all departments to tap into those insights on a regular basis, CMOs can avoid the splintering of departmental understandings and objectives down the road.

Plan for frequent cross-departmental conversations. When developing a plan to gather consumer intelligence, a CMO must simultaneously be building a plan to derive value from those unique consumer insights across all marketing functions. From acquisition to expansion to loyalty to retention, all teams benefit when operating from a unified consumer understanding. Hold regular check-ins with department heads to discuss consumer insights and ensure everyone is aligned on how such knowledge will be uniquely leveraged across channels.

Without a doubt, today’s CMO faces a formidable challenge when it comes to breaking down departmental walls and aligning teams within the marketing organization. When consumer insights are placed at the heart of this process, the marketing organization’s data will cease to be a victim of marketing silos, and instead become a sledgehammer in breaking down the walls.

This article was originally published on MediaPost – 8.3.2018

Read Forrester’s Future of Marketing Insights report to learn about how Innovative CMOs are building strategies to understand the “why” behind the consumer.

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Resonate Releases Consumer Banking Insights Report

New Competitors, New Technology Among Challenges Facing Financial Services Marketers

RESTON, Va., Aug. 23, 2018 (GLOBE NEWSWIRE) — Resonate, the leading provider of consumer intelligence and insights for marketers, today announced the release of its new report, The Bank Marketers’ Playbook: Consumer Insights to Score Lasting ConnectionsThe report outlines the challenges facing traditional consumer banks and provides an in-depth profile of consumers who are looking to switch financial services providers.

Because technology has so fundamentally transformed the banking business, consumers now want a different banking experience than they did in the past, Resonate found. As a consequence, more than 5.6 million Americans are thinking about switching banks. Powerful tech companies like Amazon, Google and Facebook are all looking at ways to offer financial services and incorporate consumer banking options into their business models.

“The consumer banking landscape is changing dramatically, and financial companies that want to thrive must focus squarely on their customers and what drives them,” said Ericka McCoy, Senior Vice President of Marketing for Resonate. “The unique consumer insights provided through the Resonate Platform paint a picture of a banking customer who wants more personalized services and technology, which is why some big tech companies are looking toward the consumer banking market.”

Resonate’s report found that the largest demographic of Americans looking to switch banks are women ages 25-34 with a household income range of $25,000 to $50,000. Forty-five percent of this audience have children, and 38 percent have a college degree or higher. These consumers say they want more convenient branch locations, better customer service, and better online and mobile banking services.

Resonate’s Artificial Intelligence (AI)-driven platform is a consumer intelligence industry first, applying science and technology toward the art of understanding the complexity of human motivations—the true why behind consumers’ decisions to buy, endorse or abandon. These deep consumer insights help drive growth and customer lifetime value through improved acquisition, expansion and retention programs. Resonate is the only insights platform that provides a continuously updated view of the consumer, as well as cross-channel engagement and ongoing analysis that helps marketers make better decisions and create unique customer experiences that drive growth.

To learn more and read the full report, click here.

About Resonate

Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. The Resonate Consumer Graph encompasses 9,000 attributes, including values, motivations and other psychographics, describing more than 175 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover the why—the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations identify, engage and continuously analyze these audiences, achieving unbreakable relationships that drive growth and increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

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As reported on GLOBE NEWSWIRE on 8.23.18: Resonate Releases Consumer Banking Insights Report

CDPs: Yet Another Acronym That Lets Marketers Down

CDPs, or customer data platforms, are the latest venture capital darling. Unfortunately, they’re not going to help marketers connect more meaningfully with consumers. Andy Hunn, Chief Operating Officer, Resonate tell us why 

The newest acronym taking our industry by storm is CDP. And unfortunately, this one isn’t going to help marketers connect more meaningfully with consumers either.

CDPs, or customer data platforms, are the latest venture capital darling. Their big promise, the one that sounds so sweet on paper, is a single view of customers across multiple devices, largely built around a brand’s first-party data. New players are coming out of the woodwork, and existing acronym players are rebranding as CDPs as fast as their marketing teams can revamp their web copy.

For marketers who are seeing the “CDPs Are Our Industry Savior” headlines and struggling to understand where they fit within the current industry acronym soup, let’s have a history lesson.

The Evolution of the Acronyms

CRM. Customer relationship management (CRM) systems represented the first major investment wave focused on better knowing and understanding customers. CRMs represented a huge step forward in customer data management. However, these systems typically connected only to a company’s direct marketing and transactional data.

TMS. Then there was the tag management system (TMS). Tag management systems took a step forward by enabling marketers to easily deploy tags on their websites. Some tags were for measuring things like performance, and other tags were for anonymously identifying a user across the digital web. In short, observed tag audiences represent first-party data sets of anonymous groups of people that engaged with a brand, and could hopefully be re-engaged — with targeted advertising, for example. Google decimated this market with a free offering, forcing a transition among the companies in this space. This gave way too…

DMP. Being able to target groups of people who engaged with a company directly was nice, but marketers also wanted to be able to combine those first-party groups with third-party data that is known about those individuals. Enter the data management platforms (DMPs), which were created to meld two main sources of data for marketing purposes: CRM data of known customers and observed tag audiences who visit a brand’s website or interact with its messaging in some way (just like the TMS before them). DMPs anonymize CRM data into digital IDs that can be used to reach those customers online and enable marketers to advertise to other observed segments defined in the DMP as well. That’s it. DMPs were built to deliver ads to anonymous IDs that are relevant to a brand. DMPs didn’t care about anything happening offline because that’s not why they were built. They were built to retarget online ads to customers and people who visit a company’s website. Which also left marketers wanting. So now…

CDP. Here come the CDPs. They say they’re different because they unify the CRM customer data (the PII — such as name, address, email — of the customer) with the anonymous digital ID world. And they observe first-party (i.e., the brand’s own) customer transactions in both the digital and offline worlds. That’s nice. But a game changer? No.

When you strip all the nonsensical nuances away from these companies — the CRMs, the TMSs, the DMPs, the CDPs — they’re all one simple thing at their cores: identity companies. Yes, they leverage different IDs, but at the end of the day, they are simply IDs that represent a person and their devices. Now, is scaled identity useful to marketers? Absolutely. But let’s be honest: It’s all just plumbing. Plumbing is a necessary evil, but it is only a means to an end — identifying a customer — and it shouldn’t be sold as anything more than that.

Where All the Acronyms Fail

CDP is just the next acronym for LMD: Letting Marketers Down. Despite all the grandiose claims that have been made about how these acronyms will change a marketer’s world, they all fundamentally fail on three key fronts:

Identity isn’t everything. Knowing the identity of a person is not the same as knowing that person. Yes, it’s useful to be able to identify a consumer consistently and across their various devices. You can retarget ads to them until they die or buy your product. But the core questions marketers today want to understand are, “Why is this person interacting with me? What is it about my brand, my product, my offer, or anything else that caused them to engage?” The fact that a browser-based cookie and mobile phone ID are connected does not answer those pressing questions.

Brands don’t have a complete understanding of their customers. The various acronymed solutions assume that a brand has a perfect understanding of who its customers are, and if it could just tie that understanding to identity, all problems would be solved. But based on 10 years of speaking with CMOs, I can tell you that they don’t have a perfect understanding of their customers. Far from it. And slapping a CDP into place doesn’t solve that problem. Sure, brands have some CRM data on their customers — PII, demographic attributes. Hell, maybe they’ve even unified that information with past product purchase history. That’s great. But the reality is that marketers have used and exhausted the value within this data. They’ve squeezed every drop of blood from that stone. They’re yearning for real, substantive additions to their understandings of their customers.

Behaviors without motivations teach us nothing.  Marketers have been asked to do the impossible. They are asked to look at observed actions and touchpoints and to derive meaning about the person behind those actions. Someone clicks on an ad. Or browses the watches section of a website and then browses the jewelry section. Look, just like identity, knowing these actions is better than nothing. But marketers want to know why people are taking those actions, why they’re traversing the website at all, why they’re engaging with the brand. These are not the kind of questions the acronym soup answers.

To complicate things further, a marketer’s need for understanding goes beyond their existing customers. Marketers also need to understand the motivations and values that are driving the prospective customers who are showing up every day on their websites. Furthermore, they need to deeply understand their competitors’ customers in order to best identify their most fertile conquesting ground.

None of the acronyms get marketers any closer to this understanding. This is why DMPs are languishing in the Trough of Disillusionment right now and why CDPs will eventually suffer the same fate.

To date, our industry has been focused on building tools that capitalize on the infinite observability and targetability of people online. It’s driven immense gains in efficiency and ROI for performance marketing. But that’s no longer enough.

Our industry’s legacy approach doesn’t solve the most essential challenge that marketers face: understanding the person behind the unified device identities, and why that person is engaging. The good news is that the tools now exist to develop this deep customer understanding — above the level of individual marketing execution channels and above the level of the plumbing. Our vast access to consumer data and data science can now be used to make marketers smarter.

Once marketers have a deeper understanding of consumer motivations, all these acronyms and the plumbing they represent can be put to good use by delivering on a marketing strategy that is informed by a richer understanding of the “why” behind the consumer. But until then, the CDP is just three more letters in the same acronym soup.

This article was originally published on Martech Advisor – 7.19.20

Read Forrester’s Future of Marketing Insights report to learn about how Innovative CMOs are building strategies to understand the “why” behind the consumer.

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The Washington Post Names Resonate a 2018 Top Workplace

Resonate’s customer-centric culture drives its fourth placement on the prestigious annual list.

RESTON, VA – JUNE 25, 2018Resonate, the leading provider of consumer intelligence and insights for marketers, has been awarded a 2018 Top Workplaces honor by The Washington Post. This represents the fourth year that Resonate has been included on the prestigious list, which is compiled based on direct employee feedback.

“We’re honored to again be named as one of the Top Workplaces by the Washington Post,” said Bryan Gernert, CEO of Resonate. “We pride ourselves on a culture of innovation where ideas can and do come from all departments and levels within the organization. Our team members are the foundation of our success in consumer intelligence marketing, and their passion, creativity and customer-centric thinking are the reasons we continue to be pioneers in our space.”

The Top Workplaces employee survey is administered by Energage, a leading research firm that specializes in organizational health and workplace improvement. The Top Workplaces award is not merely a popularity contest focused on fancy perks and benefits. To be included on the list, organizations must meet high standards for organizational health.

About Resonate

Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep consumer understanding, dynamic insights and analysis in a single, simple-to-use SaaS platform. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience, that extends beyond traditional demographics, psychographics and behavioral data to encompass more than 7,000 attributes and uncover the why – the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations achieve unbreakable relationships that increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit resonate.com

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As reported on PR Newswire on 6.25.18: The Washington Post Names Resonate a 2018 Top Workplace

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Customer Success is the New Customer Centricity – The 7 step Customer Success Strategy for Martech Companies

It’s surprising that customer centricity is such a buzzword these days. How did we lose focus on customers so much that paying attention to them became a major competitive advantage? Haven’t businesses always been centered on serving the customer?

No one is really to blame for this trend. In the last 10 years, we’ve been so inundated with digital disruption (another interesting buzzword), that we’ve potentially lost sight of what’s important.

In the B2B space, customer centricity came to the forefront as SaaS platforms became the dominant business model. Successful SaaS platform businesses are dependent on low-churn rates. As a result, these companies began to look for churn fighters, also known as customer success teams. Salesforce is really the model for creating ­­­a successful customer success team. The company’s “Customers for Life” team is arguably one of the largest in the industry today. But what most of us in B2B space have failed to recognize is that though the team was initially adopted to reduce churn, the success of the Customers for Life team is really in the evolution of its strategy from a reactive revenue protection to a proactive revenue acceleration.

“Through our values – trust, equality and customer success – comes innovation at scale!”- Marc Benioff (CEO of Salesforce)

So in a highly saturated martech world how can companies successfully replicate this success for this critical part of the organization?

I’ve learned a thing or two in my 20 years leading customer success teams at HP, Verizon and now Resonate. Here is my take on the 7 best practices for building an effective customer success strategy to drive revenue growth and accelerate value for the customer:

  • A Customer Centric Strategy – Have a well-defined customer success management (CSM) methodology based on your target segment (large enterprise, SMB, etc.) and solution. Once you crystallize your CSM mission and strategy, create a process handbook and standard template to guide your company’s activities.
  • Right Talent for the Job – Hire talent with the right skills and experience to lead projects for your customers and across your business units. The required skills should mirror your goals for your customers (i.e. adoption, implementation, business development, etc.)
  • Simplify and Automate – Seek out systems and tools to automate tasks, reporting and customer analytics based on your model.
  • Single Source of Truth – Have a single data source about the customer across all business units (data repository and data integrity).
  • Quarterly Success Reviews – Review accounts or projects regularly (every 60 or 90 days) for solution adoption, progress and barriers so you can improve your CSM model and tools.
  • Relationship is Everything – Establish strong relationships between your company’s decision makers and your customers.
  • Demonstrable Loyalty – Drive customer to participate in marketing with testimonials. This is a great way to proactively gauge customer satisfaction and respond to issues before it’s too late. Unhappy customers will never be a reference.

In this era of customer centricity, we have the opportunity to re-establish the focus on providing value to customers.

Contact us to get started implementing a customer-centric approach to your marketing.

 

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Resonate Named As One of the Best Places to Work in Virginia For Fourth Year in a Row

The Best Places to Work in Virginia is a survey and awards program dedicated to identifying and recognizing the area’s best employers

RESTON, VA – May 8, 2018Resonate, the leading provider of consumer intelligence and insights for marketers, has been awarded a 2018 Top Workplaces honor by Virginia Business. The top companies listed are based on the results of an employee feedback survey administered by Best Places to Work in Virginia program. Several aspects of workplace culture were measured, including alignment, execution and connection.

As a pioneer in the consumer intelligence landscape, Resonate’s culture represents a key driver of its innovation. Resonate’s Artificial Intelligence (AI)-driven platform is the first industry solution to apply science and technology toward the art of understanding the complexity of human motivations—the true why—behind consumer behavior.

This Best Places to Work in Virginia survey and awards program is designed to identify, recognize and honor the best places of employment in Virginia, benefiting the state’s economy, workforce and businesses. The 2018 Best Places to Work in Virginia list is made up of 100 companies.

“We are honored to be named as one of the Best Places to Work in Virginia for the fourth consecutive year,” said Bryan Gernert, chief executive officer, Resonate. “We are extremely proud of the collaborative, innovative culture we’ve created here at Resonate. Our employees are passionate about consumer intelligence and the powerful way our deep understanding of consumers transforms the relationships between our clients and their customers. They are thought-leaders in their functional areas, and they apply their best to delivering value for clients.”

Companies from across the state entered the two-part survey process to determine the Best Places to Work in Virginia. The first section consisted of evaluating each nominated company’s workplace policies, practices, philosophy, systems and demographics. This part of the process was worth approximately 25 percent of the total evaluation.

An employee survey was also conducted to gauge employee satisfaction and overall work-life experience. The survey counted for approximately 75 percent of the total evaluation. The combined scores determined the top companies and the final ranking. Best Companies Group managed the overall registration and survey process in Virginia and also analyzed the data and used their expertise to determine the final ranking.

About Resonate

Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. With more than 7,000 attributes, describing more than 175 million US consumers, Resonate has helped hundreds of companies reveal and engage “The Human Element,” a deeper understanding of their target audience, that extends beyond traditional demographics, psychographics and behavioral data to uncover the why – the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered with unparalleled understanding, leading brands, agencies and organizations identify, engage and analyze these audiences, achieving unbreakable relationships that drive growth and increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit resonate.com.

About Best Places to Work in Virginia

For more information on the Best Places to Work in Virginia program, visit www.BestPlacesToWorkVA.com.

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As reported on Global Newswire on 5.08.18: Resonate Named As One of the Best Places to Work in Virginia For Fourth Year in a Row

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Resonate Strengthens Executive Bench with Three Key Hires

Industry Veterans Fill Vital Positions to Drive New Growth for
Advanced Consumer Intelligence Platform

RESTON, V.A. – April 24, 2018 – Resonate, the leading provider of consumer intelligence and insights for marketers, today announced three key additions to its executive team. These new hires were made to strengthen the company’s growth and generate broad awareness for its data-driven solutions designed to drive business decisions based on a deep understanding of the consumer that extends beyond basic attributes like demographics and psychographics to reveal a unique understanding of human motivations. Veteran publishing executive Ray Faust has joined the company as General Manager of Resonate’s Publisher and Entertainment vertical, Ed Choi has joined as Senior Vice President of Customer Success, and Ericka Podesta McCoy has joined the company as Senior Vice President of Marketing.

These key hires strengthen Resonate’s executive team at a time when the company is experiencing tremendous growth in its SaaS business and redefining the consumer intelligence marketing landscape. Resonate’s Artificial Intelligence (AI)-driven platform is the first industry solution to apply science and technology toward the art of understanding the complexity of human motivations—the true why—behind consumer behavior. At a time when CMOs are struggling to gain and act on a deeper understanding of their audience that crosses all channels, Resonate is the only insights platform that provides a continuously updated view of the consumer, cross-channel engagement and ongoing analysis helping marketers make better decisions and create unique customer experiences that drive growth.

Faust, who most recently spent eight years leading national and emerging media sales at Star Tribune Media Co., will lead solutions and sales efforts for Resonate within the publishing community. With Faust’s appointment, Resonate—best known for its SaaS-enabled intelligence solutions for marketers—deepens its commitment to helping publisher and entertainment customers deploy the market-leading technologies in pursuit of their primary goals: delivering more effective solutions to their advertising partners through more precise media engagement, and driving their own subscriber acquisition efforts with the same rich, single-source data describing hundreds of millions of U.S. consumers.

Choi, who has spent the past 20 years driving strategic growth initiatives with companies such as Hewlett Packard Enterprise, Verizon, Accenture and VeriSign, is charged with fostering client success with Resonate’s SaaS business. In his new role, he will focus on client retention and expansion by ensuring Resonate’s industry-leading clients achieve their business objectives by applying unique insights from the Resonate platform.

Meanwhile, McCoy — whose previous roles include leading marketing strategy, acquisition and retention for companies including Marriott and Sprint — joins Resonate at a crucial time in the company’s growth, as deficiencies in traditional customer intelligence and disparate platforms are sparking growing demand for the unique intelligence, engagement and analysis technology delivered by Resonate. Most recently Vice President of Marketing for Global Campaigns at OpenText, McCoy brings a unique depth of insights into the marketing of advanced data-driven platforms to the Resonate team.

“We’re excited to be adding three respected industry veterans to the Resonate team at this time of unprecedented demand for our unique consumer intelligence insights and engagement platform,” said Bryan Gernert, Chief Executive Officer of Resonate. “Marketers’ need for deeper, real-time insights into their customers and prospective customers has never been greater. Today’s CMO is tasked with redefining the customer experience around their brands, and that requires an understanding that goes much deeper than your standard consumer profile. Resonate’s unique ability to discover these critical human insights, and then drive engagement across the marketing department within one platform, is changing how our customers make decisions and accelerating positive outcomes for our clients.”

About Resonate
Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. The Resonate Consumer Graph encompasses 7,000 attributes, including values, motivations, and other psychographics, describing more than 175 million US consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience, that extends beyond traditional demographics, psychographics and behavioral data to uncover the why – the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations identify, engage and continuously analyze these audiences, achieving unbreakable relationships that drive growth and increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit resonate.com.

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As reported on Global Newswire on 4.24.18: Resonate Strengthens Executive Bench with Three Key Hires

Resonate Introduction Video

Resonate helps you build customers who love your brand by combining a deep consumer understanding with the ability to engage and analyze audience engagement. We deliver in-depth and continuously updated insights and addressable targeting on the attitudes, purchase influences and personal values driving consumer decisions.  Watch this short video to find out how.

Watch the video directly on our Vimeo Channel:
Resonate Introduction Video from Resonate

To learn more about how Resonate can help your organization better understand your target audiences and activate them, contact success@resonate.com.

 

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Resonate Raises $8 Million in Growth Capital Led by Argentum

Funding Fuels Growth and Further Innovation of its Market-Leading Real-Time Consumer Intelligence Platform for B2C Marketers

RESTON, VA – November 7, 2017 – Resonate, a leading provider of SaaS-enabled real-time consumer intelligence and engagement solutions, announced today that it has raised $8 million in growth capital, in a round led by NYC-based private equity firm Argentum with participation from existing investors Revolution Growth, Greycroft Partners and other private investors.  In connection with the transaction, Walter Barandiaran, Co-founder & Managing Partner at Argentum, has joined the Resonate Board of Directors.

The Company will use the funding to accelerate go-to-market activities, with a significant expansion in its sales efforts targeting key B2C brand verticals, as well as agency partners. The investment will also be used to further innovate Resonate’s market-leading Consumer Intelligence platform, deepening investment in Resonate’s “always on” primary research and behavioral infrastructure, as well as its artificial intelligence and deep learning capabilities.  In addition, Resonate will add new customer facing mobile and location-based analytics.

Resonate has seen 10x growth in its real-time consumer intelligence SaaS platform business in 2017 year-to-date, and has been recognized by industry analysts as a leader in providing real-time consumer intelligence to marketers, resulting in better marketing strategies, and more precise media activation based upon the same rich, “single source” data describing hundreds of millions of U.S. consumers.

“Resonate is redefining how deeply B2C brands and agencies can understand and engage consumers to build an effective strategy, and measure whether it’s working – all in one SaaS platform,” said Bryan Gernert, CEO and Co-Founder, Resonate. “As brands battle to stay relevant to their customers, we’ve focused on using A.I. to accelerate ‘time to insight’ – the speed with which marketers can uncover the key insights that matter most, and to activate that understanding to find new customers and build brand loyalty with existing customers. We’re leaving traditional custom research, syndicated insights, and siloed channel-specific marketing tools, that can only provide a static, episodic picture of customers, far behind.”

“Resonate is disrupting the marketing landscape with its revolutionary use of A.I. in its Consumer Intelligence platform to unify real-time MarTech and AdTech capabilities into one converged software platform for the first time,” said Walter Barandiaran of Argentum. “We see a strong upward trajectory of growth in the B2C consumer insights and marketing technology market, and we are thrilled to partner with Bryan and the rest of the management team, as well as our co-investors, to accelerate Resonate’s leadership in this market.”

About Resonate

Resonate is a SaaS-based provider of real-time consumer insights, data and media activation and offers the largest single source of in-depth proprietary profiles on 175M+ U.S. adult consumers. The company simplifies how marketers understand and engage the right people with the right message based on the underlying values and motivations that drive their audiences’ decisions to buy or support certain brands, products or causes.

Hundreds of companies have used Resonate’s SaaS platform and activation services to accelerate the ability to identify the right customers and prospects, understand what they care about, know what to say to them, and find more of them across all marketing channels with precision and at scale. Resonate is helping marketers reduce marketing complexity, drive strategy and win more business, while reducing data costs and improving media accuracy.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit resonate.com.

About Argentum

Argentum is a New York-based growth equity firm that supports entrepreneurial owners in building industry leading companies. The firm partners with management teams of companies to provide capital to accelerate growth, fund acquisitions or generate shareholder liquidity. Since raising its first fund in 1990, Argentum has invested in over 80 companies and supported nearly 200 add-on acquisitions in technology, healthcare and other high growth service sectors. For more information, please visit www.argentumgroup.com.

Contact:
Haidee Hanna
Resonate
+1 703 447 5986
pr@resonate.com

Resonate Participates in the 2017 ANA Masters of Marketing Conference in Orlando, Oct 4-7

Visit Resonate this October at a Conference for Industry Leaders

Visit Resonate in Booth #25 during the 2017 ANA Masters of Marketing Conference! Resonate will be featuring its proprietary real-time consumer intelligence, activation, and measurement platform which allows B2C brand marketers to better target an, understand and engage their segments and personas – based on what is most important and relevant to them – through rich consumer understanding with precision and scale across all channels.

Learn how we help leading organizations such as Microsoft, Amazon, T. Rowe Price, AT&T, Vayner Media and more go far beyond demographic, behavioral, psychographic, and intent targeting by providing the underlying motivations and values that drive consumer decisions to buy or support certain brands and products.

Attending the show? Contact us to schedule a 1-1 demo.

Resonate

Resonate is a SaaS-based provider of real-time consumer data, insights, media activation and measurement, offering the largest single source of in-depth proprietary profiles on 200M+ US adult consumers. We simplify how marketers understand and engage the right people with the right message based on the underlying values and motivations that drive their audiences’ decisions to buy or support certain brands and products.

Thousands of companies have used Resonate’s SaaS platform and managed media services to accelerate the ability to identify the right customers and prospects, understand what they care about, know what to say to them, and find more of them across all marketing channels with precision and at scale. We help marketers reduce marketing complexity, drive strategy and win more business or campaigns, while reducing data costs and improving media accuracy.

Stop by Booth #25 at ANA to learn how Resonate’s data and insights and easy-to-use SaaS consumer intelligence platform can help you increase relevancy to your key markets and improve media accuracy, while reducing media waste and research costs.

About ANA Masters of Marketing

The ANA Masters of Marketing Conference is the industry’s foremost annual event, attracting upward of 2,500 attendees. This year, it will feature speakers from P&G, Samsung, JPMorgan Chase, Cadillac, KFC, State Farm, Under Armour, Walmart, Weight Watchers, Lane Bryant, and other leading companies.