Mind the gap

Mind the gap: Building a bridge between marketing and sales with predictive analytics

The success of account-based marketing depends on collaboration and alignment between marketing and sales. Both teams must agree on goals, metrics and methods before they can implement an impactful account-based marketing strategy. Collaboration is imperative to success but difficult to accomplish considering the already labor-intensive and process-detailed workplans for each department. The good news is […]

Relation1 personalization

Relation1 exec maps out a more mature approach to personalization

If marketers are struggling to figure out how to develop a personalization strategy that works, the vice-president and managing director at consulting firm Relation1 suggests looking at a tactic that often doesn’t work — the traditional online retargeting campaign. Anyone who has went researching online for a new laptop, a productivity tool or a SaaS […]

Crowdy.ai Deal Maker

Crowdy.ai launches ‘social proof engine’ to show when site visitors convert into customers or leads

A startup called Crowdy.ai has created a widget it describes as a “social proof engine” that it hopes will change the way B2B companies sell online by providing visual evidence of prospects during into customers. Deal-Maker is a web site integration that provides real-time updates on how web site visitors are taking action on a […]

Unbounce machine learning

Unbounce uses ‘Machine Vs. Marketer’ game to demonstrate potential for AI in boosting landing page conversions

Unbounce has been helping marketing teams develop and generate better performance from landing pages since its inception, but now the firm is using comparative data to show customers how machine learning could improve their results even further. In a series of event appearances starting last Fall, Vancouver-based Unbounce has been staging “Machine vs. Marketer,” where […]

B2B UX design

5 UX changes B2B marketers can make to boost path-to-purchase conversions

Most marketers know the chief difference between the purchase process of B2C and B2B models: consumer transactions are typically simpler, streamlined and influenced by emotion, whereas business conversion is gradual, complex, and usually marred in red tape and protocol. UX design agencies are familiar with this disparity too—crafting an ideal user experience for a B2C company’s […]

LookbookHQ

The One Metric That Identifies Qualified Buyers

Elle Woulfe, VP Marketing at LookbookHQ, began her session at yesterday’s MarTech Conference in Boston with one question, “how did you measure the success of your last campaign?” Most of the room would agree the accepted standard, by tracking: Clicks Downloads Form completions Attribution tied to revenue Marketing has become about the numbers, and whether we’re […]

acquiring enterprise customers

B2B startups share their secrets for acquiring enterprise customers

For half a year, Michael Litt woke up to the same thing every morning: a series of wild goose chases to find his next enterprise customer. The founder of Vidyard, the Waterloo Ont.-based provider of video marketing tools, would have spent the previous day pouring through a list of 85,000 companies which had been identified […]

techweek toronto

The big question for B2B startups: Build a data science and AI team, or buy one?

Content marketing platform company Uberflip was recently on the verge of making an acquisition in the artificial intelligence space, before concluding it needed to develop its own capabilities, its CEO told the TechWeek Toronto audience on Thursday. Speaking in a session on “data intelligence,” Uberflip co-founder Yoav Schwartz did not disclose the name of the […]

high-converting business strategy

5 Simple Steps to Creating a High-Converting Business Strategy

Any newly established company bases its business strategy on projected expenses and income, the last being in turn dependent on the size of the target audience its products addresses. Finally, the attracted potential customers have to undergo the process of conversion in order to become actual, paying customers. Successful businesses are therefore those which not […]