To succeed and stay ahead of the curve in today’s business environment, organizations need seamless ways of compiling, organizing and operationalizing data across multiple systems. The past decade has witnessed sales and marketing technology proliferate throughout organizations. Each piece of sales and marketing technology houses critical signals about target accounts and their buyer journey, but […]
A friend of Sam Hirbod, the principal inbound agency strategist at HubSpot, was waiting on hold with his online bank — for 20 minutes. This is a long time to leave anyone in limbo, especially in 2018, and in the course of that time, Hirbod friend’s started conducting searches on Google for a banks with […]
With more than three quarters of B2B marketers citing success with account based marketing in an ABM benchmark study from ITSMA and DemandBase, the focus now is on blending strategies with different approaches and overcoming data and reporting challenges. ABM programs now account for 28 per cent of overall marketing budgets, according to the 2018 […]
PathFactory’s CEO is betting the future of growth in B2B will come from adding more value through post-sale data and taking a more granular approach to customer advocacy programs. The Toronto-based company, which rebranded from its original LookBookHQ moniker earlier this year, recently landed on the Deloitte Canada Fast 50, a list of companies the […]
It’s probably the one question SurveyMonkey CEO Zander Lurie doesn’t need his own product to answer: when he asks customers about their potential interest in a more collaborative, team-oriented version of the firm’s software, the reply is almost always the same. “They’ll say, ‘Wow, I didn’t realize you had that,” Lurie told B2B Network, speaking […]
Oracle this week is using its OpenWorld 2018 conference to showcase how some of its major B2B customers are moving to cloud-based applications that can use machine learning to streamline and speed up business processes. In a general session that was livestreamed from OpenWorld 2018 in San Francisco, Oracle executive vice-president of applications product development […]
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 […]
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 […]
The Royal Bank of Canada will be starting with a focus on B2B startups with an accelerator program called RBC Reach that will offer $100,000 in funding to entrepreneurs from around the world. RBC Reach, which is accepting applications until the end of the month, is being launched in partnership with Highline BETA, a company […]
Marketing professionals are continuously looking for ways to better market products and services and stand out in a crowd of choices for consumers. Increasingly, that is leading them to the world of marketing technology, which insiders commonly refer to as “martech” for short. But as recent data shows, there’s quite a disconnect when it comes […]
A large majority of B2B marketers are relying on manually personalizing calls and e-mail messages and other content to nurture leads, according to a survey conducted by Bop Design. Bop Design, which is based in San Diego, did not reveal the sample size of its study, The State of B2B Lead Generation In 2018, but […]
The many online magazines published by TechTarget cover everything from enterprise resource planing applications to data storage and servers, but the one technology innovation that’s unlikely to be covered by its editors and reporters is its own toolset for helping marketers gather more accurate, actionable sales leads. Earlier this month TechTarget announced updates to its […]
LookBookHQ on Tuesday launched an application to help B2B marketers get more insight to improve their content marketing efforts called PathFactory Engine, the first word of which will also serve as the firm’s new name as part of a rebranding effort. The company will be showcasing PathFactory Engine and speaking at the Sirius Decisions Summit […]
Marketo this week said it would add significant capabilities for its customers to better attribute the results of work managed through its marketing automation platform through the acquisition of Bizible, while a partnership with Google will focus on bringing helping CMOs make better use artificial intelligence (AI). Financial terms of the deal to buy Bizible were not […]
Zoho is getting ready to release TV ads in the U.S. and Canada as part of a broader marketing effort to boost adoption of its Amazon Prime-style approach to licensing a variety of business applications. Besides the TV spots, Zoho has been holding a series of events for customers and prospects that tout the integrated […]
There are more than 5,000 martech solutions available today, a nearly 40% increase in just a year (Chief Marketing Technologist Blog). Tomorrow, there will be more. The next day, more. For many chief marketing officers and CEOs alike, this constantly growing landscape can leave many feeling like they are behind, like they are missing out […]
Bizible this week said marketers will be able to track their results across several channels simultaneously and evaluate account-based marketing campaign performance through a specific dashboard in a product it is calling Bizible Discover. Scheduled for release early next month, Bizible Discover will add data on sales funnels, velocity and what Bizible calls the “golden […]
DemandBase is introducing an ABM Analytics functionality into its account-based marketing application, which the company says can allow marketers to compare how audiences react in response to different campaigns and even other martech tools. The firm will be announcing the launch at its 5th annual ABM Innovation Summit in San Francisco Thursday along with an […]
As the martech landscape continues to explode, far too often, B2B organizations that invest in the next “big thing” are left with empty promises and sunk costs. While the reasons why may vary, in a vacuum, marketers are constantly looking for the next best solution to help identify and scale existing and emerging channels, engage […]
In today’s increasingly noisy marketing environment, the idea of trying to personalize demand generation strategies is everywhere. Every marketer, at one point or another in the course of their busy day, is actively engaged in testing and constructing ideas to increase awareness and interest in their company’s products and services. But just like with all things marketing, […]
