Oracle Rob Tarkoff and Salvatore Ancoretti of Ferrari discuss Oracle Datafox and CX Unity at Openworld 2019

Oracle arms B2B firms with tools to align sales and marketing while improving CX

Oracle on Tuesday used its 2019 Openworld conference in San Francisco to introduce ways for B2B firms to bring sales and marketing data together, as well as tools to personalize and customer experiences based on a variety of contextual data. Among the updates announced as part of its customer event this week, the business software […]

Microsoft snow leopard ai commercial

Microsoft TV commercial uses snow leopards to demonstrate the business case for AI

Poaching and attacks from herders are threatening their existence, and the latest TV commercial from Microsoft showcases how its artificial intelligence software could help spot all the snow leopards that need saving. Produced by its agency Dentsu Aegis Network, the 30-second spot is introduced by rapper and musician Common, who has been featured in the software […]

LinkedIn tech buyers B2B

How today’s tech buyers are enlightened to make smarter business decisions

When it comes to new technology investments, businesses feel the mounting pressure to successfully complete their digital transformation yet recent research reveals that nearly three quarters (71%) of IT projects are perceived as failures and fewer than one quarter (19%) of IT projects go live within budget and timeframe. Considering that technology plays an essential […]

Zoho One Orchestly

Zoho adds Orchestly business workflow management, telephony and blockhain to software suite

Zoho on Thursday introduced Orchestly, a business workflow management tool it said will allow non-technical business professionals to handle everything from content and purchase approvals to employee onboarding, as part of a series of updates to its Zoho One subscription-based software suite.  Beyond Orchestly, the Austin-based firm said Zoho One would now include PhoneBridge, its […]

Pearl Collings Contently

Contently’s new CEO Pearl Collings: ‘There’s  room to move in any which way’

Contently’s new CEO Pearl Collings is focusing on moving the firm from break-even to full profitability by deepening its strengths in core subject areas, growing its services business and network of freelancers. Collings, who formerly served as the chief business and sales officer at Time Inc., was formally announced as CEO of Contently last week. […]

2019 Agency Edge research

Agency Edge study shows B2B brands are still ‘playing the field’ with their marketing partners

The majority of brands are still “playing the field” and farming out work to multiple agencies, particularly when they have bigger budgets, according to research from the Agency Management Institute and Audience Audit. Known as the Agency Edge research series, the two firms gave a first look at the results of a study that’s been […]

ZoomInfo powered by DiscoverOrg

Henry Schuck introduces the ‘ZoomInfo powered by DiscoverOrg’ platform and explains name change

DiscoverOrg on Tuesday will build upon its acquisition of ZoomInfo in February by adopting the latter’s name and moving forward with a combined platform designed to provide broader and more accurate contact data for B2B sales and marketing teams. The new platform, ZoomInfo powered by DiscoverOrg, will bring together information on tens of thousands of […]

Google Ads B2B

A guide to using Google Ads for B2B lead generation

With organic search traffic becoming increasingly difficult to count on due, in part, to the rise of zero-click search results, paid search ads are currently the best way that businesses can expect to receive targeted search traffic from Google. But creating an effective B2B pay-per-click campaign on Google can be challenging due to several factors […]

B2B content empathy

CMWorld 2019 experts offer tips on creating with empathy, pitching martech purchases and helping sales

B2B buyers who make the wrong purchase because they didn’t look at a piece of content might see their budget cut, get passed over for promotion or even lose their job — but at least they won’t die a horrible death like Johann Rall. The German colonel is best known to historians for his command […]

Content Marketing World 2019 CMworld 2019

Content Marketing World 2019: How to develop a strategy, create better buyer personas and build trust

He hasn’t worked there in years, but among the many companies exhibiting on the show floor at Content Marketing World 2019 is a B2B firm that taught Joe Pulizzi some of his earliest lessons. Before it became part of Informa Engage, the Content Marketing Institute’s founder explained in his opening keynote address Wednesday, he helped lead […]

B2B CHROs

Editor’s Note: The very specific marketing campaigns B2B CHROs need to lead

Sometimes I’m tempted to just apply to jobs that I’m completely unqualified for and explain it by saying, “LinkedIn made me do it.” Based on the fact I write a lot about marketing, advertising and the tools to do it, for example, it’s not uncommon for LinkedIn to recommend roles for me such as “Director […]

Torii CEO reflects on the changing relationships between SaaS users and IT teams

Businesses continue to embrace cloud computing, which has altered enterprise IT as we know it. The benefits for businesses are obvious. Companies can now use powerful solutions at more accessible rates and without the lengthy deployment times of conventional enterprise software. Four out of five enterprises have already moved at least a quarter of their […]

Vena CFO roles

Today’s CFO roles, tools and priorities: The more things change . . .

Finance customers across business units see a significant need for finance to step up and influence departmental and business-wide strategic plans. Although gains have been made, particularly among top performing organizations, the centralization and distribution of financial and nonfinancial data is still not happening as effectively and efficiently as it might. In theory, these observations […]

Aprimo AI

Aprimo AI aims to bring speed and efficiency to B2B marketing teams’ content lifecycle

Aprimo says it wants to improve B2B marketers’ personalization capabilities and free them from manual processes with artificial intelligence technology designed to work across multiple areas of the content lifecycle. The Chicago-based firm this week introduced Aprimo AI, which combines its own proprietary machine learning with Microsoft Cognitive Services from the latter’s Azure set of […]

LinkedIn B2B subprime data crisis

LinkedIn execs warn of ‘subprime data crisis’ and need to embrace ‘long data’ in B2B marketing

B2B marketers may be falling victim to third-party data providers that are similar to the mistakes that lead to the economic recession of 2008, according to senior executives from LinkedIn Marketing Solutions. Speaking at an event for its Canadian customers earlier this month, the LinkedIn execs described what they called the “subprime data crisis,” whereby […]

Seismic sales enablement 2019

Seismic study shows only 29 per cent of B2B firms can measure influence of content assets on sales

Brands often cite the importance of content in driving sales, but less than 30 per cent of B2B firms are tracking which marketing assets influenced the close of deal, according to a survey commissioned by Seismic. According to the firm’s State of Sales Enablement 2019, which was conducted for Seismic by Forrester Consulting and based […]