Performance marketing consultancy LeadMD is using data it collected as part of a survey conducted in partnership with Drift to create what it calls a Sales and Marketing Alignment Index that will benchmark how well B2B teams are working together and offer ideas for improvement. The report, which was released on Monday, is based on […]
One in eight B2B firms are not using marketing automation and 28 per cent are not using many of the technology’s key features, a stat that hasn’t changed in three years according to research published by CommuniGator. The U.K.-based firm — which offers its own line of marketing automation software to assist with lead generation […]
Maps have always helped people to get from A to B, but a new TV commercial from Esri helps explain the connection between location intelligence and moving a business in the right direction. What starts as a young boy’s reverie of watching leaves blow across the ground becomes quickly shifts to a scene in an […]
Three months after acquiring a customer data platform firm, Dun & Bradstreet has launched a desktop app aimed at improving the ability of B2B marketers to run social ad campaigns. The Short Hills, N.J.-based firms said the Lattice app, named after the firm it acquired, will eventually roll out across multiple social channels. Lattice will […]
Less than half of B2B organizations are using their small, often one-person content marketing resource to grow an audience of subscribers and only 52 per cent are using it to drive attendance at the in-person events that tend to drive revenue, according to the most recent research from the Content Marketing Institute. The Cleveland-based organization […]
Many marketers might feel challenged or threatened by the notion that the value of marketing is defined by sales. However, it isn’t such a provocative idea. Remember, fewer than 1% of all leads turn into customers. That’s hardly a statistic you want to stand behind. If company leaders set a 100% growth goal for a […]
Terminus has updated its account-based marketing platform with artificial intelligence features and capabilities it said would allow B2B firms to improve customer targeting and reporting. The Atlanta-based firm this week paired its latest release with an expanded partnership with Bombora, whose intent data can now be tied to Terminus’ B2B Account Graph database and a […]
Demandbase on Thursday is extending what it calls its ABM Ecosystem with a channel program that aims to match B2B brands with agencies, consultancies, systems integrators and other service providers that can help them achieve their account-based marketing goals. Ogilvy, gyro, Quarry and Edelman will be among the first partners in the “premier” tier of […]
Engagio has launched a tool called Engagio Orchestrate which its CEO said will allow B2B sales and marketing teams to work better together on the activities that win more deals in targeted accounts. The San Mateo, Calif.-based firm announced Engagio Orchestrate last week, describing it as a platform that will combine traditional lead-based demand generation […]
When your company is 97 years old and grows in part through mergers and acquisitions, you’re going to have a variety of technology products running the business — or as Bob Burkhart puts it, “We have just about one of every solution and several of many.” As the mobile and collaboration infrastructure leader at Nationwide […]
The work of B2B marketing team members will be replaced, at least in part, by artificial intelligence tools within the next three years as enterprises focus on things like personalized experiences for their customers, according to a research study from Episerver. In the Nashua, N.H.-based firm’s B2B Digital Experiences Report 2019: How Companies Are Meeting Rising […]
BrightTalk on Monday said it would help B2B marketers develop more relevant webinars to host on its platform by opening up a tool that uses machine learning to identify the most popular topics among its more than eight million professional users. The San Francisco-based firm has already been arming B2B marketers with Intent Leads, which […]
In a world of spell-check, autofill and auto-correct, it’s easy to underestimate the importance of good writing. Short-form text messages, videos, and infographics tell the story, right? Wrong. Good writing matters more than ever. Short attention spans and the massive volumes of information available online mean your writing must be clear and crisp – or […]
Customer churn tends to be marketers’ nightmare for good reason: if an organization’s average contract value is $50,000, losing even ten customers can cost as much as $900,000. What’s more, it won’t take long for leaving customers to resort to your competitors. In the end, it will strengthen their market presence and inevitably weaken yours. […]
Eighty-eight per cent of businesses say their technology budgets will stay the same or grow over the next year according to new research from Spiceworks, but but tech buyers at its SpiceWorld conference said they are juggling purchase decisions along with difficult communications issues with senior leadership and a quest to improve their personal brand. […]
Spiceworks used its 2019 SpiceWorld event to discuss its recent acquisition by Ziff-Davis B2B and introduce a console along with artificial intelligence tools it said would help its tech vendor customers create more relevant and engaging marketing campaigns to IT decision makers who are ready to make purchases. Austin-based SpiceWorld is nominally an event for the […]
Successful companies know that branding and building brand trust are the secrets to longstanding relationships with customers. In any industry, building brand trust means getting personal and starting meaningful conversations. The tone and subject matter of those conversations, however, varies between B2B and B2C. Data from the 2019 Trusted Brands Report demonstrates that the most […]
B2B firms should focusing on driving advocacy via their existing customers earlier in the marketing process, according to research from Yesler that shows 77 per cent of tech buyers are privately recommending vendors to their peers. The Seattle-based marketing firm released the results of its survey of more than 400 CIOs and similar decision-makers as […]
Adobe’s Marketo on Wednesday said it would help B2B firms trying to turn account-based marketing programs into more holistic, “epic” customer experiences via increased AI capabilities and expanded integrations with LinkedIn and Vidyard. In a virtual event called Marketing Nation Live, Adobe senior vice-president of digital experience (and former Marketo CEO) Steve Lucas discussed the […]
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 […]
