AdRoll rolls out its account-based marketing platform, adds HubSpot as partner

HubSpot and Marketo customers can leverage CRM data in AdRoll ABM.

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AdRoll has announced new updates — a partnership and additional targeting capabilities — for AdRoll ABM, the performance marketing company’s account-based marketing platform. AdRoll ABM, which launched in May to enable B2B marketers to target and personalize advertising to key accounts leveraging CRM data, is now available generally.

The new partnership with Hubspot allows marketers to connect their HubSpot CRM data via the Hubspot Connector to AdRoll ABM for campaign targeting. HubSpot already integrates with the Marketo Connector. Campaign data flows back to HubSpot and Marketo via the connectors so marketers can access reporting from their CRM dashboards.

“By integrating more deeply with AdRoll, our partnership is empowering B2B companies to take inbound marketing a step further, revealing new insights to seamlessly access, enrich and target leads,” said HubSpot Chief Strategy Officer Brad Coffey. “Customers can now see the impact of their campaigns, with access to both platforms simultaneously.”

AdRoll also added attribute targeting in AdRoll ABM, providing options for enhanced targeting with attributes such as job title, industry type and company size.

“AdRoll ABM helps to close the traditional disconnect between sales and marketing departments,” said AdRoll chief revenue officer Suresh Khanna. “With robust platform integrations like Marketo and HubSpot, marketers can not only create campaigns targeting their key accounts, but can also clearly see AdRoll’s impact directly in their CRM to improve the handoff to sales.”

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About the author

Susan Wenograd
Susan Wenograd is VP of marketing strategy at Aimclear, a holistic digital marketing agency. She has spent 14 years in the industry, with the last 10 primarily focused on paid media and all it entails. She's also had extensive experience in email marketing and content creation in leadership roles for both agency and in-house, managing multiple millions of dollars in the span of her career. She speaks internationally on marketing strategy, and blogs frequently for industry publications.

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