B2B Content Marketing Research 2019

B2B content marketing research shows customer disconnect and need for ‘buyer enablement’

While the vast majority of enterprise-oriented marketers say they put their audience’s interests ahead of their products or services and are developing detailed personas, less than half of them are actually talking to customers to inform the stories they tell, according to the latest B2B content marketing research from the Content Marketing Institute. The data […]

Alison Biggan SAP

SAP chief product marketing officer Alison Biggan translates what ‘intelligent enterprise’ really means

Not long ago, Alison Biggan saw a post on Twitter marking the tenth anniversary of the 2008 financial crisis and the collapse of Lehman Brothers. The tweet pointed out how, as digital as the world already was at that time, Snapchat, the iPad, and Instagram still hadn’t emerged. Instead of marveling at all the innovation […]

Affinity Alliances CRM LinkedIn

Affinity offers AI-based Alliances tool to scan e-mail and calendar data for top sales referrals

Customer relationship management provider Affinity is using artificial intelligence technology to sift through employees’ e-mail and calendar data in hopes of easing the search for “warm” introductions to prospects and customers. San Francisco-based Affinity described Alliances, which was released on Monday, as a tool that will create a “relationship graph” to help those in sales […]

Workday business caddie

Workday TV spot turns Phil Mickelson into a caddie-cum-CEO whisperer

His nickname on the golf course may be “Lefty,” but in a TV commercial for cloud-based financial and HR application provider Workday, Phil Mickelson has been cast as a busy CEO’s right-hand man. ‘Business Caddie’ also includes Andy Buckley, known for his work on The Office and Jurassic World, in which the leader of a […]

Microsoft chief data scientist Ozge Yeloglu

Microsoft’s chief data scientist on ethics, bias and other enterprise AI considerations

As Microsoft’s chief data scientist, Ozge Yeloglu’s job is not to develop specific products but simply help further customer success with tools like artificial intelligence. There are some occasions, however, when she just has to say no. Speaking at last week’s Elevate Tech Fest in Toronto, Yeloglu — who works for the software giant’s Canadian […]

SAP Data Hub TechEd 2018

SAP updates Data Hub to help firms upsell, improve ABM and more

SAP used the TechEd 2018 conference to introduce a new version of its Data Hub that will bring together different kinds of business applications and information no matter where it sits so organizations can improve the way they do things like upsell, cross-sell and conduct account-based marketing campaigns. Speaking to customers and partners in Las […]

researching products and services B2B

B2B buyer survey respondents say they take 40-plus hours researching products and services

B2B buyers spend the equivalent of a full-time work week researching products and services worth more than $100,000, but 86 per cent feel overwhelmed when they’re presented with more than 10 pieces of content, according to a research study from Showpad. The Belgium-headquartered firm on Tuesday released The New B2B Buyer Experience, which drew upon […]

Concured AI content marketing

Concured eyes opportunity to extend AI across both content marketing and sales

Concured has already brought artificial intelligence to augment the creative creative stories brands tell through content marketing. Its next chapter will focus on sales enablement. Based in London, Concured uses AI to address a lot of the unknown questions that make the creative process in content marketing so difficult. Its technology ingests data to help […]

WeWork Julie Rice

A WeWork exec explains the little stores popping up in its spaces

WeWork has already disrupted the traditional approach to setting up office as a startup or small company by offering a series of spaces where people can get things done together. Now Julie Rice wants them to become spaces where they buy from each other, too. The pioneering coworking provider has recently launched WeMRKT, a series […]

ZoomInfo Datanyze

ZoomInfo’s new CEO discusses Datanyze acquisition and the value of technographic capabilities

ZoomInfo CEO Derek Schoettle is following up a whirlwind tour of talking with customers by acquiring firms with expertise in areas such as technographics, product development and security operations. The company on Wednesday will announce it has bought San Mateo, Calif.-based Datanyze, a company that gathers information on the technology that has already been purchased […]

Western Digital analytics

Western Digital brings analytics to R&D processes as it reinvents the hard disk drive

Most organizations use analytics software to better understand their customers or refine their sales strategy. Western Digital is using it build the next generation of hard drives that will be used in businesses all over the world. Based in San Jose, Calif., Western Digital has already managed to achieve a number of world firsts, including […]

Sept 2018: The Creativity Issue

Tina Fey looked uncomfortable. She was being asked, in her fireside chat that closed this month’s Content Marketing World, whether the process of creating content is enjoyable. “Printing is fun,” she said. “Pressing ‘Command P’ — that’s a great feeling. Everything before Command P is an absolute nightmare.’ I’m not so sure. If the part after […]

Adobe Marketo acquistion

Adobe emphasizes B2B opportunities in $4.75 billion acquisition of Marketo

Adobe on Thursday confirmed it would fold the planning, engagement and measurement capabilities of Marketo into its Experience Cloud following a $4.75 billion acquisition it said will offer the integrated toolset B2B marketers want. The company said Marketo CEO Steve Lucas will join Adobe’s Digital Experience business, which will become the home to Marketo’s technology […]

SAS CMO Randy Guard

SAS CMO Randy Guard is weaving AI (and a reality check) into enterprise analytics conversations

A few days ago, Randy Guard was sitting in a quiet boardroom in San Diego’s Grand Hyatt where, only steps away, some of his biggest and most marquee customers were discussing their IT and business strategies as part of his firm’s Analytics Experience. The SAS CMO didn’t need any software, however, to know what was […]

CentreOn North America

Centreon expands into North America to help mitigate a major digital transformation risk

Digital transformation is creating a sea of ‘operational silos’ where companies are struggling to keep an eye on all the local and cloud-based IT systems that run their business, according to a European firm called Centreon that announced its expansion into North America on Wednesday. Based in Paris, Centreon offers an open source event monitoring […]

Not Impossible Labs SAS Analytics X

How Not Impossible Labs is financing a ‘revolution against the absurd’ by pairing technology with storytelling

A pair of smart glasses using duct tape and zip wires that allowed an artist with Lou Gehrig’s disease to draw again. An artificial arm made via 3D printing that brought mobility back to bombing victims in Sudan. A vibrating wristbrand that may be able to stop those with Parkinson’s from trembling. If you have […]

B2B influencer marketing Lee Odden

Lend an EAR to understand Lee Odden’s approach to B2B influencer marketing

Lee Odden knows he’s no Kylie Jenner, but he’s excited enough about the potential of B2B influencer marketing that he gave it a try. In his Content Marketing World session on the subject last week, Odden — founder and CEO of TopRank Marketing — showed a self-portrait that mirrored an image from Instagram in which […]

growth CMOs B2B

Self-described ‘growth CMOs’ share data on their key drivers, partners and metrics

More than three quarters of marketers who could be described as ‘growth CMOs’ measure themselves based on revenue impact, followed by gross margin and market share, according to the recents of a study released Wednesday from the CMO Council. In ‘The CMO’s Growth-Driving Playbook,’ the industry association conducted an online survey as well as in-person […]

Adobe Stoke Pulse

How Adobe’s social team tied ‘Hack The Bracket’ to sales wins with Stoke Pulse

Adobe says it has been able to tie the results of enterprise social media activity like its recent ‘Hack The Bracket’ campaign directly to revenue for the first time thanks to a system designed by content marketing agency, Stoke. Speaking at Content Marketing World in Cleveland last week, Adobe’s head of social media for its […]