Hanley Wood recently launched its stand-alone account-based marketing platform, AccountIntel, joining in on the trend towards incorporating ABM into client services, which are being widely offered by B2B companies. Growing in popularity over the past couple of years, ABM has been a successful tool for companies whose aim is to better serve clients by creating more efficient connections to their best customers as well as their best prospects of customers. This is no exception for Hanley Wood in its decision to launch its own ABM service.
“The movement to account-based marketing is kind of core to what we’ve always been doing,” Peter Goldstone, Hanley Wood CEO, tells Folio:. “Database activity has been a fundamental part of our core offerings at Hanley Wood since we got Metrostudy in 2013.”
Hanley Wood, a B2B media company that provides clients with marketing, media and data insights into the residential, commercial design and construction industry, maintains the largest database of practitioners within its served markets. It has always been the company’s mission to provide its clients with insights into their perspective sectors. And since obtaining Metrostudy, the nation’s most comprehensive database of housing market information, Goldstone says that the data it offers and its vast database has driven all aspects and activities at Hanley Wood.
“Because of the richness, and the depth, and the granularity within the dataset, we’re able to provide deep, deep insights into all the biggest players within the ecosystem and we’re able to serve that up to our customers so they can target various sectors efficiently for the best prospects,” says Goldstone.
Implementing a stand-alone ABM platform seemed like the natural next step for the company, and Goldstone says that AccountIntel, which was produced in-house in Hanley Wood’s M3 Innovation Lab, will be especially effective compared to competitors’ services because of its extensive and unique database.
“AccountIntel just leverages that database capability and database service capability to help [clients] target their best customers and prospects, which is getting the right messages to the right people at the right time,” says Goldstone. “So is that different than other services that we offer? Yes, but it’s all integrated into our better market strategy and how we serve our customers best, leveraging our database.”
The platform was immediately made available to all of Hanley Wood’s clients, as Goldstone says the company’s core capability is assisting its customers in leveraging their own CRM systems. He adds that because of Hanley Wood’s size and reach into the construction industry, it has been able to provide its ABM service to a variety of sectors, as well as combine its own data with the data of its customers to provide a superior service.
“To stay competitive in today’s market, our customers need advanced targeting capabilities that allow for personalized experiences,” says Goldstone.
M3 Innovation Lab, a think tank designed to evolve data and create new digital solutions, has several other projects in the works that will work to solve issues in the construction industry. Working in mobile, custom events, ABM, and thought leadership activities, Goldstone says that we can expect “more digital media and event activity product rollouts as well as robust product rollouts targeting our Metrostudy data platform,” over the next few months.